1. 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 target’s media and lifestyle habits,
acting on the target’s 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 target’s
perception of the advertisement’s focus.
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.
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2. Develop a Media Plan - Plan, Buy & Monitor Media NSWTADV404A
Media Schedule & Budget
December 2010 - January
2011 OPTUS BUSINESS
MARKETING DEC DEC DEC DEC/JAN JAN JAN JAN JAN
Cost Per
Insertion
5 -
11
12 -
18
19 -
25 26 - 1 2 - 8
9 -
15
16 -
22
23 -
30
Radio
2GB (mon-fri x 4 breakfast) 20 20 20 20 20 20 20 20 300.00
Magazine
AFR BOSS OBC 285x245 1 24,832.50
AFR BOSS 1st DPS after contents - 285x480 1 39,256.25
CFO OBC 285x230 1 18,480.00
CFO WALLCHART CALENDAR 1 27,500.00
THE Monthly IFC 275 x 210 1 11,500.00
QANTAS-The Australian Way Four Colour DPS 285 x 430 1 1 18,188.00
QANTAS-The Australian Way Four Colour OBC 285 x 220 1 1 12,408.00
QANTAS-The Australian Way Third Page Vertical Four Colour 285 x 80 3 3 6,468.00
Newspaper
AFR Monday national bellyband 70x657 1 1 1 1 95,943.00
AFR
Qtr page colour 20cmx4 Mon, Wed, Fri
"market wrap pg1" position 3 3 3 3 18,443.64
Sydney Morning Herald (SAT) Full page colour 55cm x 11col 1 1 94,500.33
The Age (SAT) DPS 550x786 Full Colour 1 1 129,699.90
Good Weekend Full page colour 365 x 288 1 1 43,230.00
Online
themonthly.com.au
roadblock (100% SOV leaderboard &
MREC) 300x250 + 728x90 - per 30 days 1 1 13,500.00
afr.com
medium rectangle - home page 300x250 -
per month 1 1 18,150.40
afrboss.com
monthly sponsorship 100% SOV medium
rectangle 300x250 1 1 2,035.00
eDM
QANTAS Frequent Flyer monthly membership email sponsorship 1 1 0.00
BRW email sponsorship - daily mon-fri 1 1 1 1 1 1 1 1 3,080.00
TOTAL
JADDAN BRUHN Page 2