MCOM28

Media Plan
Summited to: Mary Deacon
December 3rd 2015
Summited by: Laura McGregor & Sierra Miller









Table of Contents
Executive Summary ................................................................................................................ 3
Media Overview ................................................................................................................................. 3
Media Brief ................................................................................................................................. 5
Market Profile .................................................................................................................................... 5
Product Media Profile ............................................................................................................ 6
Competitor Media Profile ..................................................................................................... 7
Target Market Profile ............................................................................................................. 8
Love-Birds ........................................................................................................................................... 9
High School ........................................................................................................................................ 10
Marketing Objective ............................................................................................................ 10
Marketing Budget ................................................................................................................. 10
Media Plan .............................................................................................................................. 10
Media Objectives ............................................................................................................................. 10
Media Strategies .................................................................................................................... 11
Media Selection and Rationale ................................................................................................... 11
Direct Response Mail ................................................................................................................ 11
Out of Home ................................................................................................................................. 11
Online/ Social Media Marketing ........................................................................................... 11
Campaign Timing ............................................................................................................................ 12
Seasonality ........................................................................................................................................ 12
Media Execution .................................................................................................................... 13
Message .............................................................................................................................................. 13
Target Audience Profile ................................................................................................................ 13
Market Priorities ............................................................................................................................ 13
References .............................................................................................................................. 15

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Executive Summary
Napanee Community Kitten Rescue (NCKR) has been servicing the community for
the past 2 years but just recently received their charitable status 5 months ago.
NCKR is a unique organization that strictly rescues feral cats within the community.
NCKR is different from the leading animal rescues within the surrounding areas
because they do not accept previously owned cats since they are not a shelter but a
group of volunteer based foster homes who nurture and nurse the feral cats and
kittens back to health until they are able to be put up for adoption. Due to the
unique cause and low awareness the organization suffers from a lack of volunteers
and financial support. The charity charges very low adoption fee rates, but this isn`t
even enough to end up covering their expenses as there are so many.

With this integrated media plan our goals are to spread awareness, generate buzz
and excitement, as well as raise financial awareness and to increase adoption rates.
We have been given a set budget between $10,000 and $50,000 allowing for a
variety of mediums to be used including: social media marketing, out of home and
direct mail. All of these mediums will work in cognition with one another to create
maximum effect when trying to reach our target market.

Media Overview
Medium Creative Unit Summary Details

Direct Mail A box held with a Distributed to

Kingston, Ontario bow Kingston and
Inside a collar with surrounding area
a tag saying Your residents
New Best Friend throughout kitten
Inside box holds season (June-
information about September)
N.C.K.R

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Out of Home Billboards 4 week flight
Pattinson Outdoor
4 months
(June, July, Aug, Sept)
Online/ Social Media Sponsor a Cat: Save Uploaded in June
Website a Life Video
Youtube
Facebook Volunteer Video Uploaded in August

The team decided to exclude broadcast and print media, as they would not be as
effective or beneficial for our core focuses. We didnt believe that these particular
mediums would help reach our target audience as they are very broad, a lot more
expensive and not as popular within our target audience. After doing some research
we found that generally our audiences were not reading print as heavily as they are
present online. We heavily considered print but again as our targets are a younger
generation we felt it more cost efficient and effective when integrated with our
other chosen mediums. Which again are platforms that are convenient, cost efficient
and adds value to our viewers day. As there is so much clutter in todays society, we
decided to pick mediums that would have a high reach and frequency among our
core audience. We as well wanted platforms that would have a strong impact, for
example we chose online communications to release a two video campaigns as we
knew a video is more effective over a simple photo, we as well know that animal
videos are always popular among our audience. Where as most other mediums it is
harder to display a video.

Combined, all three mediums will work to gain attention, create excitement and
most of all get people talking about the cause. We did not feel that other mediums
were as popular or as effective with our target market.

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Media Brief
Market Profile
The Napanee Community Kitten Rescue has been a strong presence in the
movement of helping animals and more specifically cats for two years now. Over
that time period there is another competing organization that has been dominating
the market and that would be the Kingston Humane Society. Although their target
audience is slightly different they share the same common goals and objectives: to
help animals/ cats. They have become a brand leader and they have succeeded at
generating awareness, delivering education and acquiring volunteers. This is due to
many factors such as their location, charitable status, reputation or even possibly
their modern approach of marketing themselves heavily online.

All and all NCKR is a close second in the market, they have a large group of followers
and supporters and again a slightly shifted geographic location and demographic to
focus on. As well the organization has just recently become a ligament charity
providing some opportunity to step up their game and resources.

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 Product Media Profile
Strengths Weaknesses

Positive Public Image Small Organization
NCKR has a positive brand and Since being a small
public image with the organization of only a few
community, surrounding area board members they lack in
and through online presence. many areas: funding,
Sponsorships volunteers, transportation
NCKR has created the as well as cat and kitten
opportunity to sponsor a cat or shelter and facilitates.
kitten which they rescue; for High Expenses
any reason that a person cannot The charity also faces very
adopt/foster a cat they may high expenses with no
sponsor a cat. return rate since the
Community Partners adoption rate only is
NCKR has many helpful, enough to cover 60% of the
involved community partners cost of nurturing and
such as Posh Paws Boutique, medical bills.
Paulmacs Pets and Sandy Pines
Wild Life Centre.

Opportunities Threats

Pet Value Loosing Foster Homes
Recently NCKR has received an On different occasions
application to have their cats Foster homes loose the
and kittens adopted at the Pet ability to foster (moving
Value in Kingston, Ontario; this away, schedule, home
will allow their reach to meet a environment) which creates

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 larger demographic. a huge disadvantage for
NCKR.
Networking High Medical Needs
Within the area there are many There are many cases
opportunities for NCKR to where NCKR will rescue a
network with other cat who is in extreme need
companies/organizations of medical care; yet they do
which can gain them more not have the funding to help
exposer and awareness. the animal therefore it
creates.

Competitor Media Profile

Strengths Weaknesses

Positive Public/Brand Image Location
The Humane Society is a very The H.S is located in Kingston
well known organization that in an industrial/ commercial
has exceled in branding and location that seems very
creating awareness. unsuited. It is out of the way
Volunteers and not very assessable to
As the Humane Society is such a transit participants.
well known organization it has a Animal Selection
ton of help, a selection of foster The one downfall of the
homes as well as supplies. shelter is the amount of
supplies, volunteers and space
needed in order to house and
accommodate for such a
variety and amount of pets.

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Opportunities Threats

Sponsor A Cat Adoption Policies
A powerful new idea to the Due to the mass amount of
market is sponsoring a cat. animals that K.H.S has the
The point of this promotion is policies and regulations are
the sense of allowing people to slightly more intense and
see the cat or animal they are overwhelming over smaller
helping. Some people aren`t organizations.
always able to have pets so this Adoption Fees
is a nice way to be involved Again due to the amount of
without the responsibility. animals and the size of the
shelter, K.H.S tends to be more
expensive as it has more
expenses to cover.

Target Market Profile

Area of Research Primary: Love Birds Secondary: High School
Demographics Age: 22-35 Age: 14-19
Gender: Female & Male Gender: Male & Female
Status: Married & Status: Single
Common Law Income: Minimum Wage
Income: $20,000-$50,000 Occupation: Part Time Job
Occupation: Entry Level Education:
Job or Higher o High School
Education:
o College Diploma
o University Degree

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 o Apprenticeships &
Trade
Psychographics o Family Orientated o Volunteer
o Career o Sports
o Education o Entertainment
o Pets o School
o Volunteer
Geographic o Kingston and o Kingston and Surrounding
Surrounding Area Area

Buying Behaviour o Strong decision o No decision process

making before a o Parents decisions mostly
purchase


Love-Birds

Jamie and Kyle Smith are both recently married in
their early 20s and just bought their first house in
Kingston, Ontario. Since they are newly-weds they
want to start their family, but with a pet rather than
a child. Kyle just got a promotion to become the Pita
Pit manager at 421 Princess Street with a new income of approximately of $35,000-
$40,000 yearly. Jamie has just graduated from Queens University and is working
full-time at the Museum of Health Care as a receptionist. She is currently paid by the
hour of $14.75 but is hoping to get promoted to another position since she has
graduated with a Bachelor of Industrial Relations. Both Jamie and Kyle are
community orientated and love volunteering with their free time.

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High School
Jared Campbell is a 16-year-old high school student at LaSalle
Secondary School in Kingston Ontario. He works part time at Tim
Hortons making minimum wage as a standard team-member. He
is currently in the process of wanting to finish his monitory
community work but he wishes to do it with his love for animals.
He has also been begging his parents to let him get a pet so that
when he moves off to college in 2 years he has a companion to come with him.

Marketing Objective
A few of the marketing objectives are too: increase awareness, generate buzz and
excitement, as well as educate on the topic. The main goals of the media plan are to
gain volunteers, extra helping hands and raise money and/or gain funding.

Marketing Budget
$10,000- $50,000 (Excludes production cost of Ads)

Media Plan
Media Objectives
To increase brand awareness to increase adoption rates
To increase exposure
To gain and increase volunteers and foster homes
Gain cat/ kitten sponsors

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Media Strategies

Media Selection and Rationale
Direct Response Mail
For direct mail this will create a response with our targets. NCKR will have boxes
with bows which will have a collar inside with a name tag saying Your New Best
Friend, inside the box will also be the information and a call to action. 89% of
people open direct mail if it looks interesting (Mary Deacon, 2015). The direct mail
will be delivered to the prospects during the beginning and throughout kitten
season to people in Kingston and the surrounding area.

Out of Home
This medium was selected for the convenience of our targets, but as well the
locations that they will appear will be key. The goal here is to have billboards
around Kingston, Ontario which will reach both targets who are on the move. This
way we are eliminating people that are outside of our target market anyways, saving
time and resources but mainly focusing the efforts where they are most effective.

Online/ Social Media Marketing
Two videos will be released on each social media mediums that the brand currently
has a presence on including: YouTube, their website, and Facebook. Thus being
because our primary and secondary target audience are heavily online but
especially on Facebook, this also allows for a greater impact as the medium allows
for sharing, commenting and liking among friends, family and others. Spreading the
word, our message and awareness with only one action (posting) needed from the
organization. As well both of our primary and secondary targets have fast pace lives
that are always on the go, meaning online is an easy, efficient and convenient way to
reach our market with high reach and frequency for almost zero cost.

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 One video will be 15 seconds and focused strictly on a response to sponsor a cat the
next like be a slightly longer video of 25 seconds in which the main focus is creating
awareness and gaining volunteers. Due to the short amount of time given to peak
the viewers interest, the videos are short, to the point and relay a dynamic message.

Campaign Timing
Due to the fast paced life styles of our current target audience we know it is
important to add value to their day and it is even more important not to take away
from it. In order to effectively advertise to our audience, it is also key to make an
impact as well as provide convenience. To best reach our audience is to strategically
place and leverage the mediums so that our viewers are able to notice, so at
appropriate times, dates and locations.
June to September
Kingston and Surrounding Area

Seasonality
Objectives increase over the kitten season months from June to September
which will be peak times for the media plan.

Kitten Season

June July August September

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Media Execution
Message
To help feral cats in the Napanee and surrounding area.
Provide homes
Raise funds for NCKR
Find Volunteers
Find foster homes

Target Audience Profile
Primary: The primary target of N.C.K.R is young adults, they tend to range from
married, common law or engaged. They are starting families and in between the
ages of 22- 35. Our audience is located in the Napanee, Kingston and surrounding
areas, including small rural communities but heavily concentrated in the urban and
communal parts of the city.

Secondary: Our secondary target is high school students of both genders who need
volunteer hours or wish to adopt a cat. These students are ranging from 14-19 years
old located in Kingston and the surrounding area.

Market Priorities
Concentrating solely on the Napanee and Surrounding areas the efforts
(advertisements) will be placed where they are most appropriate and effective as
stated earlier such as high traffic areas within Kingston and surrounding area as
well as heavily online. Excluding unnecessary third party viewers that have no use
or need for the relevant product or service. We will also direct a more shot gun
approach strategy with our third medium: direct mail. This is in order to hit a larger
range of people that may not necessarily need our service specifically but may know
someone who does or hopefully they will consider the buying process and may
create the need or want.

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Budget Overview
Medium Creative Unit Summary Details R/F Total Cost
Summary
Direct Mail Boxes with Distributed 225 CPM $5000
Kingston, collar throughout
Ontario Kingston and
Surrounding
Area
Out of Home 4 Billboards 4 week flight 20 GRP $8,987
Bell Media
4 months $35,948
(June, July, Aug,
Sept)
Social Media Sponsor a Uploaded in $1000
Facebook Cat: Save A June
Website Life Video
Youtube
Volunteer Uploaded in
Video August

*See Excel Media Blocking Chart for visual aid and cost balance*

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 References
Deacon, M (2015) Interactive Media. Lecture given at St. Lawrence
College on November 20th, 2015.

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