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- 10. Media Plan 10% $60 Million Reach 50% of women 30-55 1+ times a week during the month allocated Billboards 20% $120 Million Reach 75% of all households once during the month/s allocated Direct Mail 45% $270 Million Each TV spot should reach 80% of women ages 30-55, 3+ a week during the month/s allocated National/ Cable TV Percent of Total Budget Reach/ Frequency Media Vehicle
- 11. Media Plan Cont’d. 5% $30 Million Reach 95% that are in store In-Store Signage/ Merchandise 20% $120 Million reach 60% of women ages 30-55, 5+ a week during the month/s allocated in each local region Radio Percent of Total Budget Reach/ Frequency Media Vehicle
- 12. Media Plan Budget (%)
- 13. IMC Timeline Phase 1: Redo Store Layout June May Phase 2: RAK campaign billboards and tv spots July Continue RAK, announce Wal-Mart July 4th August All stores open, grand opening event, start Wally World, Making your life easier (back to school) September Start Rewards program, back to school cont’d October Making your life easier: Halloween November Making your life easier: Thanksgiving December Making your holidays easier January Making it easier to keep your resolution February Making your life easier: Valentine’s Day March Making your life easier: March Madness April Making your life easier: Easter
- 18. Are You Ready For March Madness?
- 19. $9.99 $2.50 $12.99 $19.99 WAL MART. Making your life easier.