Develop a Media Plan - Plan, Buy & Monitor Media NSWTADV404A Australian Open / Optus Media Plan

Market Intelligence The target audience for this campaign has been identified by the client, Optus Business Marketing, as primarily businesses and government departments of a scale large enough to employer over 400 staff existing Optus Business customers and prospective ones. In 2007 the Australian Bureau of Statistics (ABS) identified 2,466 organisations that adhered to the criteria. Of these organisations, Optus Business Marketing has estimated that 740 (approx 30%) are existing Optus Business customers. Within the targeted organisations there are approximately 28 individual roles of decision making seniority, authority, rank and influence that this campaign is designed to communicate to, in total, a potential target audience of 69,048 people. As the campaign is focused on Sydney and Melbourne, the audience being targeted is 45% in Sydney, 31,070, and 30 % in Melbourne, 20,715 For the campaign objectives stipulated by Optus Business Marketing to be reached, it is critical for the senior and executive decision making roles within the designated organisations to be targeted. It is anticipated that 80% of the target audience will be reached with a frequency of 3 or more times utilising the media schedule that has been proposed. Audience Profile Demographic M/F 45 55, with a 70% male skew, married, educated, high income earner, employed in senior or executive role at large Australian company / government department, high socio-economic status (AB quintile), residing in eastern and inner city suburbs of Sydney and Melbourne. Psychographic Visible Achievement (Roy Morgan Values Segment) the target audience is confident, respected, seeking quality and value. Practical, realistic, efficient and effective quality and price that represents good value is highly regarded. The target audience is likely to be a gold or platinum Qantas Frequent Flyer member, and a member of The Qantas Club, due to their frequent business travelling. Media Consumption The target audience are heavy readers of newspapers, particularly national newspapers, and are also heavier than average readers of magazines, specifically business and finance related titles. Individuals conforming to this psychographic profile are only light viewers of commercial television, largely limiting their viewing to news and lifestyle programs, with commercial radio consumption also light, most likely either classic hits or news/talk. Media Objectives The Media Plan is designed to reach 80% of the target audience with a frequency of three or more times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key milestones during the campaign schedule approach. Varying the media utilised and shaping the communication around the targets media and lifestyle habits, acting on the targets mercantile instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message through media channels not readily conducive to the ethos and creative of the campaign content, which may negatively impact the targets perception of the advertisements focus.

JADDAN BRUHN

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Develop a Media Plan - Plan, Buy & Monitor Media NSWTADV404A

Geographic areas to be covered The draw area is metropolitan Sydney and Melbourne. The target audience lives, works and conducts their life in the CBD, inner urban areas, eastern suburbs and the north shore areas of Sydney, and the CBD, inner urban areas and eastern suburbs of Melbourne.

JADDAN BRUHN

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Develop a Media Plan - Plan, Buy & Monitor Media NSWTADV404A

Media Schedule & Budget December 2010 - January 2011 OPTUS BUSINESS MARKETING Readers hip / Page Impressi ons

DE C 511

DEC 12 18

DEC 19 25

DEC/J AN 26 - 1

JA N 28

JA N 915

JAN 16 22

JAN 23 30

Cost Per Insertion

TOTAL

Radio 2GB (mon-fri x 4 breakfast) Magazine AFR BOSS AFR BOSS CFO CFO THE Monthly QANTAS-The Australian Way QANTAS-The Australian Way QANTAS-The Australian Way Newspaper AFR AFR Sydney Morning Herald (SAT) The Age (SAT) Good Weekend Online themonthly.com.au afr.com afrboss.com eDM
roadblock (100% SOV leaderboard & MREC) 300x250 + 728x90 - per 30 days medium rectangle - home page 300x250 - per month monthly sponsorship 100% SOV medium rectangle 300x250 Monday national bellyband 70x657 Qtr page colour 20cmx4 Mon, Wed, Fri "market wrap pg1" position Full page colour 55cm x 11col DPS 550x786 Full Colour Full page colour 365 x 288

20

20

20

20

20

20

20

20

300.00

48,000.00

OBC 285x245 1st DPS after contents - 285x480 OBC 285x230 WALLCHART CALENDAR IFC 275 x 210 Four Colour DPS 285 x 430 Four Colour OBC 285 x 220 Third Page Vertical Four Colour 285 x 80

1 1 1 1 1 1 1 3 1 1 3

24,832.50 39,256.25 18,480.00 27,500.00 11,500.00

24,832.50 39,256.25 18,480.00 27,500.00 11,500.00 36,376.00 24,816.00 38,808.00

154,000 154,000

93,000 435,000 435,000 435,000

18,188.00 12,408.00 6,468.00

1 3

1 3 1 1 1

1 3 1 1 1

1 3

95,943.00 18,443.64 94,500.33 129,699.90 43,230.00

383,772.0 0 221,323.6 8 189,000.6 6 259,399.8 0 86,460.00

240,000

1,003,00 0 1,623,00 0

1 1 1

1 1 1

13,500.00 18,150.40 2,035.00

27,000.00 36,300.80 4,070.00

100,000

JADDAN BRUHN

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Develop a Media Plan - Plan, Buy & Monitor Media NSWTADV404A

monthly membership email sponsorship email sponsorship - daily mon-fri

QANTAS Frequent Flyer BRW TOTAL

1 1 1 1 1 1 1

1 1 1

0.00 3,080.00

0.00 24,640.00 1,501,53 5.69

11,971

JADDAN BRUHN

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