The document outlines a media plan to promote a mobile phone protection service called Lost Registry to young adults aged 20-24. It includes insights into the target audience, a communication strategy using various media channels, and proposed implementations. Key points are that the budget is unlimited, the focus is Australians aged 18-34, and the objective is to drive awareness and generate sales leads over 6 months primarily using radio, print, outdoor, cinema and digital media placed in East Coast cities where most of the target audience lives.

1. Overview
1. The Media Plan
2. Target Audience Insights
3. Communication Strategy
4. Implementation
a) Cinema
b) Outdoor
c) Print Media
d) Radio
e) Digital
5. Costs

2. Key Stakeholders for Target Audience

3. The Media Plan
Objective
To drive mass awareness of Lost Registry mobile phone and media device
protection and recovery service, to the core demographic of 20-24 and generate
leads and sales for the trade distribution partners.
Demographics
Core: 20-24
Secondary 18-19
25-34
Gender preference: None
Budget: $Unlimited (focus on cost effectiveness)
Media: Radio
Print
Outdoor
Cinema
Digital
Public Relations
Timings: 6 months

4. TARGET AUDIENCE INSIGHTS

5. Roy Morgan Segmentation Mapping
Volume of Population for people 20-24
The core Lost Registry audience 20-24
makes up 8.1% of the total population
of Australians 14+.
1,490,000
Lost Registry
Audience 18-34
5,333,000
All People
18,381,000
(14+ in Australia)

6. Demographics – Where are they Located?
80% of the Lost Registry audience live on the East Coast therefore the budget should be
focussed on this area.
Volume % Index %

7. Roy Morgan Value Segments
¾ of the target audience are defined as either ‘Young Optimism’ or ‘Look at Me’

8. Roy Morgan Value Segments
Value segments allow us to have a better understanding of who Lost Registry’s core
audience is and how they think.

11. Media Consumption by Channel
Online, Cinema and Outdoor all have high volume and strong index against the Lost
Registry target audience.

12. Media Type preferences – weekday/end
Media type preference does not vary greatly from weekday to weekends.

13. Use Emotional trigger during each
stage of the decision making process
to achieve objectives.

14. Role Of Communication Channels
Using the Consumer Decision Making Process
Source: Consumer Decision Making Process (Blythe 2001)

15. Paid, Owned & Earned Media
Paid media will help stimulate interest and engagement with Lost Registry’s owned
and earned media assets.

16. Outdoor Campaign Schematic

17. Radio Campaign Schematic

18. Print Campaign Schematic

19. Digital Campaign Schematic

20. IMPLEMENTATION

21. Checklist for Media Partnerships




22. CINEMA

23. Been to Cinema in last 3 months
2/3 of the target audience have been
to the cinema in the past 3 months.
This audience has a strong affinity
with the cinema and is more likely
than the general population to go to
the cinema.

24. Movie Genre Preferences

25. PRINT MEDIA

26. Top 20 Magazine Titles
Cleo provides contextually relevant placement while still garnering the required reach of the
target audience.

27. Cleo mX Zoo Weekly
Strip Advertising Strip Advertising Strip Advertising
• High Reach • Relevance of Placement • Relevance of Placement
• Relevance of Placement • Impact of Launch • Drive Relevance
• Value and Savings • Reach in each key through messaging
• Drive Relevance market • Reach in each key
through messaging • Reach audience while market
out and about • Reach audience while
out and about

28. mX Readership: Cleo Readership: Zoo Readership:
362,000 p/day 400,000 p/m 381,000 p/m
Core target: Core target: Core target:
Men & Women 18-39 Women 18-30 Men 18-34

29. OUTDOOR

30. Seen Outdoor Advertising in the last 4 weeks
Strong Volume and index against panel advertising in shopping centres and
at bus shelters.

31. Chosen Outdoor Media Partners
Adshel Media Tree
Bus Shelter and Shopping Centre Panels Street Posters
• Added Value
• Added Value
• Relevance of Placement
• High Reach and Frequency
• Impact of Launch
• Relevance of placement
• Reach in Key Market
• Impact at Launch
• Reach audience while out and
• Reach audience in dwell times
about

32. Chosen Outdoor Approach

33. Adshel Proposal Summary
Objective Solution Delivered by
Adshell
Targeting Key
audience
Using proximity data we can directly target the
audience of 18-34 including the core 20-24

Mass Reach and
Visbility
Adshel has the highest reach and frequency in
the ‘Out Of Home’ market

Focus on youth
& consumer
By using Adshel’s consumer research we can
target our key demographic – 20-24


34. Exposure to Adshel Advertising

35. National R&F Data by MOVE

42. AdShel Media Costs

43. Objective Solution Delivered By
Media Tree
Targeting Key
audience
Contextually relevant placememts means
we are able to reach the core target

audience
Mass Reach and
Visibility
Media Tree owns more legal street poster
sites than any other street poster company.


44. MediaTree Street Poster Campaign Weights

48. MediaTree Media Costs

49. RADIO

50. Radio Approach

54. Today Nova
Station Share
 
Contextual Relevance
 
Competitive Pricing
O 
Cluttered Environment
O O

55. •
•
•
•

57. DIGITAL

58. Frequency of Internet Use
The target audience are heavy internet users, most often accessing the internet
more than once per day.

59. Time of day spent using the internet
Internet usage is consistent during work hours, however peaks at night time.

60. Top 20 Websites visited
Interesting to see the cinema websites achievbe a high volume and index, this is
consistent with cinema viewership

61. Time spent using the internet at home, work or
elsewhere.

62. Portals and search sites visited in the
past 4 weeks

63. Email & Social sites visited in the past
4 weeks

64. Digital Approach

65. Digital/Online Selection
The online selection has been made to generate awareness, reach and
interest in the target audience while delivering high traffic to the website.
The selection was based on content, demographic audience, time spent and
engagement on the site.
Awareness: Generate awareness and reach through contextual
display placements.
Tactical: Targeted eDM’s to core demographic who own or have
recently purchased a mobile phone.
Reach + Traffic: Generate traffic to the website and increase reach
through enewsletters.

66. Search Engine Marketing
To display contextually relevant advertisements based on the users search
query
Collectively Google and Yahoo contribute 99.3% of total search engine traffic
in Australia (Hitwise 2010).
Ideal for information search and tactical campaigns.

67. Display Advertising
Awareness and Tactical Campaign
The Sound Alliance: In The Mix, Faster Louder.
Display: Leaderboard, M-Rec, Skyscraper,
enewsletter
NineMSN RON
Display: Leaderboard, M-Rec, Skyscraper,
Pushdown
Morrison Media - Frankie
Display: Leaderboard, M-Rec
Google : Google Display Network
Display: YouTube (Entertainment,
Technology)

80. Email / Direct Marketing
REACH
Adconian
edm
DNS
edm
TRAFFIC
Faster Louder
enewsletter
In The Mix
enewsletter

81. Adconian: eDM
Adconian email aggregates the audiences from different partners to deliver highly
targeted email campaigns.
Reach
Adconian deliver over 4 million *permission based consumers in Australia.
Technology
Technology leader, driven by the Direct Marketing division “Frontline Direct”
Digital Network Sales: eDM
DNS sends hundreds of thousands of emails every week, both heavily targeted and on
a performance basis.
Reach
DNS reach over 5 million permission based consumer profiles in Australia and NZ
across exclusive and non-exclusive partner databases.
Performance
Generate clicks using the performance email product. Automatic campaign optomisation
targeting the best performing audience segments.

82. Social Reach
Facebook
Media: Premium Ads
Marketplace Ads
Fan page to engage users through content.
Twitter
To engage users through content using hashtags.

83. Total Media Cost