Through Binghamton University's Strategic Media Planning class, I worked with a team of students to construct a strategy for Endless Euphoria to utilize media to provide the company a return on their investment.
2. Agenda
• Introduction: Objective & Insights
• Point of Sale Media Strategy
• Media Mix
• OOH Plan
• Budget Allocation & Timeline
• Conclusion & Appendix
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3. Objective
• Drive Endless Euphoria sales through a media campaign during the Holiday season
& Valentine’s Day
• Increase awareness and create positive brand image through TV, Print, and Digital
media campaign
Target Considerations
Budget
Allocation
Timing
Strategy
Potential Assets
Target Demographic:
Women (18-34)
Most effective (18-29)
Target Location:
Point of Sale
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4. 2 Main Senses Contrubuting to
Purchase
Olfactory: (Smell) Women aren’t going to wear it if it does not smell good
Visual: Women visually engaged through advertisement
*Sight and Smell drive perfume purchases*
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5. Female Fragrance Customer
• 44% of women buy their usual scent
• Repeat PurchasesHabitual
• 1st time Endless Euphoria User
• Existing Endless Euphoria ConsumersTarget Consumer
• Women (18-34)
• Primary Target (18-29)
Target
Demographic
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7. Points of Sale
In-Store: Women want to smell and
try the perfume before purchasing
VS
Online: Women know exactly what
they want and are repeat purchasing
online
*Almost All 1st Time Perfume Purchases Occur In-store*
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8. Point of Sale Strategy
Point of Sale Strategy:
-Reaching women at the point of
sale and directly before in order to
drive Endless Euphoria sales
-Appeal to the Sight and Smell of
Women during holiday season
*The most important factor for perfume purchase by women is to
be able to smell it on their skin prior to purchase*
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9. Total Monthly Budget Allocation
9
0%
5%
10%
15%
20%
25%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
OOH Digital TV Print
10. Print Plan
Advertise in
magazines with
relevant
editorial content
Integrate into
the perfume
purchasing
process
Drive Endless
Euphoria
exposure
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11. Print Recommendation
• Young
• Fashion-Oriented
• Relevant Editorial Content
• Significant Brand Footprint
“I often read ads in magazines just out of curiosity” (138)
“I enjoy reading ads in magazines” (141)
“I cannot resist buying magazines” (143)
“I often visit websites of magazines I read” (170)
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12. Magazine Profile
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Readership: 8.6MM
Digital Audience: 29MM
Social Audience: 7.9MM
Content:
Jan, Feb, Oct, Nov, Dec
Readership: 1.4MM
Digital Audience: 2MM
Social Audience: 120K
Content:
Oct/Fall
Readership: 4.4MM
Digital Audience: 8.6MM
Social Audience: 8.1MM
Content:
Oct & Nov
20. Instagram Lifting Brand Recall
• Burt’s Bees ran a campaign targeting
18-24 yr. old women
• Generated 16 point lift in brand recall
• Promoted image Ads to females 18-49
• Brand awareness with target audience,
including 7-point lift in recommendations &
14-point lift in ad recall
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21. Television Plan
Focus on
networks with
similar target
markets
BET, ABC Family,
& E!
Drive Endless
Euphoria
exposure during
Holiday season
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35. #EuphoriaForMoms
• Previous Calvin Klein Euphoria OOH
Campaign in Herald Square NYC
• Engaging and Memorable
• Sharable on Social Media
• *Event by InstaPrint*
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36. Print Readership
Print Universe Total % 18-34 Total 18-34
16,969,000 51% 8,603,283
2,725,000 50% 1,362,500
12,161,000 36% 4,377,960
Total 31,855,000 45% 14,343,743
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38. Relevant Editorial Content
January: The New You October: Fall Fashion October/Fall: Fall Fashion Issue
February: Valentine's Day November: Technology Issue
October: Fall Accessories
November: Careers
December: Holiday Gift Guide
“I want to get to the very top in my career” – 189
“I try to keep abreast of changes in styles & fashions” – 162
“I am usually the first among my friends to try new clothing styles” – 204
“I’m good at convincing others to try new things” – 169
“My cell phone is an expression of who I am” - 234
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Notas do Editor
Change the talking points
Plan is tactics: how does plan drive the strategy. How is cosmo going to impact instore purchase
/
Trial & Relevant editorial content with trial : add image from next slide.
