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Ryan Best

Muve is a proposed dance app that would allow users to share choreography videos and tutorials. The app would aggregate popular dance videos in one place and include a location feature to find local dance studios and classes. The idea is for Muve to provide a platform for users to express themselves through dance and help others learn new moves. The document discusses Muve's mission statement, competitive analysis against other dance apps and video sharing sites, a SWOT analysis, marketing strategies including the 4 P's and target market analysis focusing on young male dancers and choreographers.

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An Advertsing Plan By Ryan Best
Muve is an app aggregating choreography videos and their tutorials. Dancing is art. And no one is born a da vinci. C Thought
MISSION STATEMENT Muve wants to provide a canvas for you to create a masterpiece. By providing a superior platform that allows all to express themselves through movement.
Statement of Intent The idea for Muve came from the friendship I have with my room- mate. He’s heavily invested into dance culture. He’s knowledgeable of the most popular choreographers and dance crews. He attends local lessons of his favorite crews whenever he can. He immediately shows me the latest choreography from his favorite dancers as soon as it’s posted on YouTube. He’s been a part of the on campus dance performance for the past two years and shoots creative videos for it in his spare time. He cre- ates his own choreography for fun and can’t help but challenge me to dance battles whenever his “jam” comes on. The videos he shows me are works of art and one can’t help but think, “I wish I could do that”. Well, Muve will help you start. The basic premise of the practical applications came from the no brainer that people are addicted to their smart phones and apps have become the accessible and comfortable extension of the us- ability of hand held web enabled devices. There’s an app for every- thing and dancing should be no exception. So I decided that my idea would take the form of an app. The aggregating component of Muve came from the fact that my roommate was able to keep up with various choreographers so I thought why not put them all in one place; in your hand. The final component is the tutorial aspect which simply stems from me being a visual learner; I need to see someone do before I can do it and Muve will provide that.
Competitive Analysis Trance Dance App Highlights -create and share minute long video clips -give (finite) number of hearts to videos each day -direct recording from inside the app for no outside noice -been active since 2013 and pret- ty notable My Differentiation -Focus on tutorial teaching aspect of the app -locator function for local studios and choreo classes YouTube Highlights -Video sharing website -1 billion unique visitors each month -Over 6 billion hours of video are watched each month on YouTube -100 hours of video are uploaded to YouTube every minute My Differentiation -A space designed uniquely for dance culture -No other video genres to com- pete with Vimeo Highlights -Video sharing website -100 million users -No advertisements -More dedicated community My Differentiation -A space designed uniquely for dance culture -No other video genres to com- pete with Chosen Highlights -video talent competition app -everyone competes and every- one votes whether dancing or singing -backed by Ellen DeGeneres My Differentiation -focus on dancing and dancing only -video sharing for fun and notori- ety not for the sake of competi- tion
The Dance App Highlights -5 full dance lessons from nota- ble dance choreographers and/or performers -brings “LA dance scene to you” by making dance classes acces- sible and affordable via mobile platform -choreographers include contes- tants from So You Think You Can Dance and America’s Best Dance Crew My Differentiation -locator function and social aspect -users can post, share and like videos My Dance App Highlights -mobile dance hub for commerce, communication, and connections -Receive important notifications from your studio and events -stay up to date in the News and Trends section -watch videos and choreography on Dancentric TV -shop the Marketplace for the lat- est styles at the lowest prices My Differentiation - users can post, share and like videos -focus on dance videos and cul- ture Learn Hip Hop Dance Highlights -large video library of popular dance moves - instruction from a national- ly-known hip hop dancer - Each dance comes with a video guide and text instructions - Learn basic dance terminology My Differentiation -social aspect -any tutorial videos specific to actual choreo videos Bboy Step by Step Highlights - follow the instructor as if you were in an actual dance class all for $2 - understand how to get over your fear of breakdance ‘flips and tricks’ -choreographer/instructor is 2x B-Boy World Champion, Je- romeskee -learn music terminology from a professional drummer My Differentiation -free -social aspect -not specific focus on break danc- ing Competitive Analysis
SWOT Strenghts Weakneses -Spreading notoriety of studios, chore- ographers and enthusiasts -Focus on teaching choreography -Focus on connecting enthusiasts with local studios -Locater function -Accessibility -No strong relationship dance culture icons or mainstays -Lack of strong consumer base -Necessary to burn through marketing budget -Initial launch will leave Muve cash strapped for a time -Cost of maintenance Opportunities Threats -Partner/sponsor with popular chore- ographers -Partner/sponsor with local studios -Partner with dance shows such as So You Think You Can Dance -Few quality dance apps currently in the market -A skill lack resources to pursue -Direct competitor Trance Dance App -Concept easy enough to copy -Dance tutorials are already posted on YouTube -YouTube already has desired target audience -Competition from local studios or even notable choreographers
ad spiral Pioneering Muve will be entering the market for the first time and potential con- sumers will need to be taught how to use the app. Ad message will detail how easy and intuitive the app is to use. Dance culture custom is to upload videos to YouTube and some choreography videos will have tutorial video posted quickly after. The need present is a sense of community and Muve needs to show it can fill it; a secondary need is a dedicated space for dancers and studios to gain notoriety. In this phase, Muve will have to develop a new custom for dance culture and demonstrate that the app is the community that choreographers and dance enthusiasts want to be a part of. Muve will have to show that posting videos on YouTube is okay but that the app is specifically de- signed for the dance community and that it’s a better option. Muve will show it is different, in the regard that it focuses on teaching others how to dance. Competitive When Muve enters the market it will almost immediately enter the competitive phase of the ad spiral as there’s already an established competitor in the Trance dance app. In this stage Muve will have to demonstrate how it differentiates from Trance. Marketing efforts will center on Muve’s specialization on its tutorial function and its locater functionality. Muve’s brand image as co creators in the user’s master- piece will have to be emphasized as well. Retentive/Mature At the mature stage Muve will be an established brand. Marketing ef- forts will focus on retaining current customers as it’s more expensive to pursue new consumers than to maintain current ones. Messaging will focus on the excellent customer service that Muve has and will contin- ue to provide. The mature phase is also the phase where any glitches should be fixed, and consumers will be notified at every step in order to prove how responsive and attentive Muve is as a brand. Re-pioneering At this stage Muve will have to reinvent itself. And the conduit through which it shall do so it utilizing motion tracking technology used in gam- ing consoles such as the Wii and Xbox’s Kinect to allow users to follow along to choreography in real time and receive correction in real time. A great tactic would be out of home advertising encouraging anyone walking by to learn a short routine of their choice.
4 P’s Price The app itself will be free to download. Revenue will be generated through in app advertising. To build a credible app, it will take any- where from $150,000 to $250,000; though truly clean and smooth running apps can run upwards to $500,000. Promotion Promotion vehicles for Muve necessitate a visual element. One cannot hear or read dancing to fully appreciate it. Youtube is used by choreog- raphers to post their content; since my target market is already there I’ll make sure to spend marketing dollars there. Promotion for Muve will feature heavy event components. Dance competitions like World of Dance and Vibe are prime candidates to advertise the app. I’d also like to look into sponsorships of notable dance crews and choreographers. Sponsorships cost money so before I’d get to that stage of marketing, I’d employ PR tactics. Getting in front of dance cul- tures is a must. Muve will engage with these influencers socially, such as continually commenting on their Twitter pages. Product Muve will be the app that choreographers and dancers alike turn to for inspiration and validation. The app’s bread and butter are its ag- gregate function. It will be YouTube for dance culture. Choreographers and dance enthusiasts will upload their choreography and will then be encouraged to upload a tutorial for it. The app will also feature a loca- tion function allowing dancers to find upcoming dance competitions, studios and local choreography classes. Muve will also include stand- alone lessons detailing basics for dance styles too difficult to pick up easily such as break dancing or tap dancing. Muve’s location feature will also suggest local studios to go and learn personally. Place Muve will be an app debuting in iOS first as typically it’s easier to build an app for the Apple App Store than for Android. After Muve is es- tablished it will then debut upon the Android Marketplace, then the Windows Marketplce.
5 c’s Company I mean, so far the company is just me. And as I’m inexperienced a whole lot of things could go wrong. Collaborators I’ll depend on an app creation and development team. Since I can’t build an app I’ll be completely dependent on their expertise and that they’ll meet deadlines. Customers Currently, dance choreographers and enthusiasts are content with the relationship they share with YouTube. Choreography is posted on You- Tube and fans comment on it. Old habits die hard and there’s no guar- antee that both choreographers want to take the extra step of adding their choreography to another platform, and there’s no guarantee that fans will want to go to another platform to find it. Competitors Currently YouTube is the platform of choice for choreographer-fan/en- thusiast interaction; it also doesn’t help that YouTube is the big kid on the block. Should the wish to go head to head with me it’d be an uphill battle. Trance is also another major competitor; it’s an app that allows users to watch, share and record videos. I’ll differentiate myself but it’s a given they’ll react by adding the features they don’t currently posses or by changing their marketing message to defend their position. Climate We’re coming out a recession so economically; the country has more money to spend. But it’s almost impossible to predict where the eco- nomic state will be in a few years. Socially, dance is respected and ad- mired, and I personally don’t see something happening that makes the masses dislike dancing as a whole.
Target Market Google Images
Consumer Profile Conumer My consumer is males aged 18-24. They don’t make a lot of money as they’re anywhere from just entering college to leaving it; but they will always justify spending money on the weekends if means they can have a memorable adventure with friends. They’re your typical try ev- erything “at least once” kind of people. They have a passion for music best recognized when their favorite song comes on; they can’t help but sway back and forth to the beat. They haven’t danced profession- ally before but may have joined their scholastic dance troupe. My target has always been known to have rhythm and greatly enjoyed school dances as it gave them the opportunity to try out new dance moves to different songs. In fact, due to their extrovert nature my tar- get was most likely at the center of a circle at some point during the night due to their own skill but more importantly because it allowed them to be the center of attention. They’ve seen America’s Best Dance Crew and was really impressed but never made the connection that one day they could get to that level. The extent of their forage into dance culture was looking up dance crews that featured on the show and watching a few more clips of other dance routines. After a few sea- sons they got preoccupied with life and never went back to it. Vals Category My target fits into the Experiencer category. They are typically young, full of energy and looking to live life to the fullest. They’re willing to put themselves out there as long as there’s a payoff. That willingness leads to intrinsic motivation; they’ll push themselves to be the best they can be especially if people will recognize their efforts. They’re looking for that “experience of a lifetime”, story they’d be able to look back on with pride; a go to story they would love to share in social gatherings. My target appreciates complicated visuals that appeal to their sense of aesthetics. My target is physically active and sees spontaneity as positive trait.
Consumer Profile Men According to Gfk Mri, men aged 18-24 are more likely to attend col- lege. They’ll end up in a sales or office position which makes since as immediately after college such positions are filled with individuals who have little work experience. Gentlemen in this age range make any- where from 20-60k a year, as not everyone goes to college (ie some start working right out of high school). men aged 18-24 usually watch Adult Swim and the Comedy Central. They love to laugh and don’t mind if the humor wouldn’t be appropri- ate if children were in the room. Interestingly enough they subscribe to sports magazines just as often as they’ll subscribe to magazines focused on video games and consoles. And not surprisingly, music is a big part of their lives as they spend time reading magazines focused on music (ie Rolling Stones) as well as using websites like Spotify, Pan- dora and Itunes. Dance Studios Another important “consumer” to consider is dance studios as they will have a vested interest in using the app as it could potentially bring them customers already familiar or at least interested in dance culture. Dance Studios will typically cover their operating costs with for profit lessons and by selling merchandise. Currently, they face competition by health clubs and gyms offering dance instruction as an alternative to a standard exercise regimen. It is forecasted that by 2015 the industry would have earned 2.4 billion in revenue. The industry has no leader though well known names like Arthur Murray International and Fred Astaire Dance Studios tend to at- tract and produce serious and competitive dancers. Running a studio is expensive as it has high overhead costs and only has profit margins (ac- cording to 2014 numbers) of 8.3%. Finally, demand for dance studios are primarily driven by changes in disposable income and the amount of available leisure time.
Consumer Profile Dancers & Choreographers Another interest group would be dancers and choreographers. Typical- ly, many years of experience and classes are needed before they enter the industry professionally. A recent trend is that some dancers and choreographers aren’t professionally trained; in fact they’ll self teach then join a dance crew which covers costs by traveling around to per- form and entering in competitions. Regardless, dancers need to get hired and choreographers need repu- tation in order for them to either get hired or for them to earn money due to people signing up for their choreo classes. Either situation can benefit from an app that would allow them to showcase their skills to the public at large. The position is extremely competitive, especially professionally. In 2014 the standard industry wage was $16.87 an hour according to the Bureau of Labor Statistics. Through 2024 the number of jobs is expected to grow 5%. Now is a crucial time to grow one’s reputation. “Nobody cares if you can’t dance well. Just get up and dance. Great dancers are great because of their passion.” -Martha Graham
Product Match Person -Cool -Bold -Sleek -Discovery -New -Convenient -Passion -Blue and Black -Dance Culture -Hype -Energy -Freedom -Expression -Clean -Artistry -Social -Passion -Expressive -Creativity -Social -Energy -Curosity/Discovery -Passionate -Expressive -Idealistic -Creative -Curious -Risk-taker -Adventurous -Dedicated -High Work Ethic -Young -High Energy -Proud -Work Well In Teams -People Persons -Affable -Discipline Person Product Match Assessment: Any ads will have to be high energy focusing on actual choreography; more modern dance with splashes of hip hop to show- case the human body as a form of expression. The visual style will be bright with bold solid colors to highlight that the community is pas- sionate and wish to be center stage; they want to stand out. The music will have to call to mind a feeling of expansion and/or flying through something vast. Any dancers will have to be shown amongst friends having a good time to show that dancing is a social activity. The app will have a locator function so a quick shot of friends finding a studio on the app would serve their curiosity and discovery needs.
Exploding the dot Male 18-24 single going to school full time student -free time -stressed -in need of release -Fear of missing out has car -trips to downtown -mobility -visits family on weekend not going to school living at home working not working -no responsibility -lots of free time -still chill with high school friends -Tv/video games/ social media all day -feeling of falling behind -9-5 job -living with parents -college in a few years -no loans -disposable income -free time -looking for passion weekend -adventures -procrastinate homework -listening to music -on social media -wake up late -party weekday -library -gym -class -catching up with friends dating school No school not working -actively job searching -worried -insecure -parents more hands on working -future wedding plans -disposable income -buy things for partner no car -trapped on campus -tag along with some- one who has a car -grateful to get off campus “we’ll see closer to graduation” Shows -Family Guy -America’s Best Dance Crew -So You Think You Can Dance -Archer -American Dad Stores -American Apparel -Gap -Holister -Amazon -Urban Outfitters Brands -J. Crew -Hanes -Jack Threads -New Era -Vans
Survey I received 61 participants for my survey. A third of respondents were most interested inHip Hop and Contemporary dance respectively. In future advertisements, any dance styles should be one of the two men- tioned above since the majority of respondents expressed interest in them. Over 90% of respondents have not danced in a professional ca- pacity which means the app needs to be accessible and give off the ap- pearance that anyone could pick it up and start dancing. Respondents were complete newcomers to dance culture as almost 60% reported they had looked up dance videos and/or watched America’s Best Dance Crew. This indicates an interest in dancing which is a necessity in my potential target market. Which Style of dance most interests you? Have you ever danced professionally? If given the opportunity to learn specific dance moves from a tuto- rial, would you take it?
Have you ever used YouTube to look up dance teams? Have you ever watched Ameri- ca’s Best Dance Crew? Have you ever been to a dance perfor- mance (professional or amateur)? Have you ever heard of Trance Dance App? I like the challenge of doing something I have never done be- fore. Which Social Media Network do you log onto MOST frequently?
survey(continued) Which type of print media do you MOST enjoy? In your spare time, what type of leisure activity do you MOST often part in? Who do you usual- ly spend your time with?
I like a lot of predictability in my life. Would you be willing to download a free app that taught you dance For what reason do you typically buy products/download apps? How old are you? What is your ethnicity? How many houra per week do you USUALLY work at your job (abnd/or school; keep in mind units=hours)?
Calendar January:Wellness Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: January is the month of new beginnings and wellness. For Twitter we’ll use #dancewell for people to showcase how dancing helps them stay fit. Facebook: Muve is just launching so posts will detail how Muve is used. Instagram: Post pictures of Zumba like dance class- es to show how dancing promotes health and fitness. OOH Flash mob at a downtown food court. Community Outreach The 18 th is Martin Luther King Jr. Day. For outreach we can sponsor a performance detailing the tri- umph of the Civil Rights Movement for all the King Center memorial attendees. Publicity New choreography showcase from Keoni and Mari. As well as question and answer session about their creative process. Press release 1.Who knew Dr. King had such great moves? 2. Keoni and Mari turn up the heat. This time we’re in the kitchen. 3. New year, new dance, new you! February: Black History/Em- powerment Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use the #dancehistory to promote content of African American choreographers and dancers. Facebook: In line with Black History Month, the so- cial media challenge of this month will be to create choreography that’s inspired by either famous black choreographers or notable African American’s in America’s history. The best choreo will be voted on and featured for on all social media accounts for the next month. Instagram: Photos of famous African American cho- reographers/dancers and their routines will be post- ed. OOH Televised dance battle in honor of the competing Superbowl teams. Community Outreach Partner with the NAACP to raise awareness for Black History Month. Publicity Hold a community class to teach choreography from famous African American choreographers in history. Press release 1. Muve and the NAACP double the awareness! 2. Famous African American choreographers of the past are brought to life! 3. Muve over [insert losing SuperBowl team name] the new champs are here!
Calendar March: Women’s History Month Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in Los Angeles 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #danceon to feature content of current women who have changed dance culture. Facebook: Each week the Facebook ac count will feature a prominent woman choreographer/dancer. Instagram: Post images of women choreographers/ dancers backstage before a performance. OOH The4thishugaGIday.Therefore,senddanceteams to bases in order to entertain the troops. Community Outreach Fundraising drive for Women for Women; all pro- ceeds go directly to them. Publicity In honor of women’s month Mina Myoung will be teaching classes celebrating woman empowerment. Press release 1.Women for Women teaches Muve a few moves. 2. Mina Myoung Muves to the beat of her own drum! 3. GI’s Muve for a day. April:Earth Month Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in Los Angeles 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #naturemuvesme so the community will post images or short sayings on the influence of nature in their choreography. Facebook: Hold a contest of the best (short) choreography routine utilizing/honoring na- ture.The best routine will be voted upon and the winner will be featured on the company Facebook and Twitter page for the rest of the month. Instagram: Post images of earth and a short blurb on how it inspires you to dance. OOH 11 th is barbershop quartet day. Therefore, we’ll partner with a quartet to create a unique perfor- mance. Community Outreach Partner with Greenpeace to raise money and aware- ness for sustainable living. Publicity Ian Eastwood to teach choreography to a small class. Only those who’ve downloaded the app will be entered to win a spot. Press release 1. Ian Muves us from East to West. 2. Greenpeace Muves to educate on sustainable liv- ing. 3. Quartet Muves. We have them; we hope you do too.
Calendar May: Floral Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #flowerflourish to encourage people to share pictures or videos of them finishing a power move in their respective fields of dance. Facebook: Promote the association with Random Acts of Flowers to make sure enough volunteers help with passing out flowers in hospitals. Instagram: Post photos themed with flowers. OOH Pass out flowers with the app logo spray painted on the petals. Community Outreach Partner with Random Acts of Flowers to distribute flowers to hospitals. Publicity Sponsor a music video for Tricia Miranda. And have a sweepstakes surround it where app downloaders are given the chance to be back up dancers in it. Press release 1. Flowers are Muved this May.Will you get one? 2.Tricia Miranda and the case of the missing backup dancers. 3. Random Acts of Flowers Muve even more flowers to hospitals this year. June: Summer Fun Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #summerlovin to encourage people to post images or videos of their plans for the summer. Facebook: Promote the park event with Wildabeast Adams by showcasing his past work. Instagram: Post pictures of Ice Cream Soda to raise awareness for the 20 th . As well as pictures of the Trevor Project. OOH The 20 th is Ice Cream Soda Day.We send out a truck into a downtown area wrapped with the app logo and hand out ice cream sodas. Community Outreach Partner with the Trevor Project to raise awareness and fundraise for at risk LGBT youth. Publicity Park choreography with William “Wildabeast” Ad- ams. Press release 1.The Trevor Project showcases some sweet Muves! 2.A Wildabeast set loose in an unsuspecting park! 3. Ice Cream Soda on Ice Cream Soda Day? Chill, Muve has got you covered.
Calendar July: Independence/ Patriot Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #dance4independence to celebrate the freedom of expression that dancing give. Use #veteransmuve to thank veterans in our life. Facebook: Encourage fans to post pictures of the veterans in their life. Instagram: Post pictures of freedom in America. OOH Fireworks using Muve’s primary colors Community Outreach Partner with Onbehalf.org to raise money for veter- ans as they’ve fought for our freedom. Publicity New choreography from Lando Wilkins in honor of veterans. Press release 1.Veterans show the world how they Muve 2. Lando shoots first. New choreo for July! 3. Muve lights up the night sky with more than just fireworks August: Back to School Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #schoolmuves to show how you get ready for school. Facebook: Feature EOS on the page and engage with fans about students and education. Instagram: Post pictures of your ready for school gear and routines. OOH Give out free backpacks filled with basic school equipment. Community Outreach In honor of kids going back to school we’ll partner with Equal Opportunity School, a non profit that helps students get into AP classes. Publicity New choreography showcase from Antoine Troupe at a school assembly. Press release 1.Antoine Troupe schools us 2. EOS Muves students into AP classes, opening a path for their future. 3. New school year, new dances, new muves.
Calendar September: Hispanic Heritage Month Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, Social Twitter: Use #hispanicheritage to honor the contri- butions that Hispanic culture has made to America. Facebook: Feature Hispanic Access Foundation in order to facilitate a conversation about Hispanic cul- ture and equality. Instagram: Post pictures of dances originating from Latin/Hispanic countries. OOH Salsa/Tango flash mob at a downtown food court. Community Outreach Partner with the Hispanic Access Foundation to pro- mote civic engagement and equality for Hispanic residents. Publicity New choreography showcase from Jose Hollywood Ramos in honor of Hispanic Heritage Month. Press release 1. Hispanic Heritage is American Heritage 2. Jose Hollywood shows Muves worthy of Holly- wood. 3. Hispanic Access Foundation makes Muves in equality for Hispanic Americans. October: Halloween Fright Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #thrillernight to draw attention to things that scare you. Facebook:Ask fans to post content about breast can- cer survivors as well as content honoring women who lost their life to breast cancer. Instagram: Post pictures of things that scare you. OOH Thriller flash mob at a downtown area; At the end, the dancers will pass out candy in honor of Halloween. Community Outreach Host an event for the nation breast cancer organiza- tion in order to raise money. Publicity Debbie Reynolds Dance Studio in conjunction with Muve will host classes teaching goers the choreography to Michael Jack- son’s Thriller. Press release 1. Michael Jackson Muves through Debbie Reyn- olds Dance Studio this Halloween 2.In honor of Breast CancerAwareness Month Muve hosts a dance showcase 3. Scared this Halloween? Then don’t just stand there! Muve!
Calendar November: Giving Thanks Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #givethanks to post what makes you thankful. Use #thankful4vets to encourage fans to post about the sacrifice of veterans. Facebook: Lead discussion of the state of our veter- ans in America. Encourage fans to post about veterans they know and how they’ve served. Instagram: Post pictures of whatever makes you thankful about dancing. OOH Dressupasturkeysanddotheturkeydanceinmalls. Community Outreach In honor of Veteran’s Day, Muve will partner with Veterans of Foreign Wars to raise money and awareness for returning Veterans and whatever problems they may face. Publicity Give away free cooked turkeys close toThanksgiving Day. Press release 1. Muve like a turkey! You’ll be glad you did. 2.This one’s for the veterans!Your service Muves us. 3.Turkeys! Muving from our hands to yours. December: Winter Celebration Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #wintercelebrations to post about all winter celebrations, like Kwanza, not just Christmas. Facebook: Start a conversation about orphans in America in order to tie it into the partnership with Orphans Lifeline. Instagram: Post pictures of anything winter themed. OOH Snow fight at the park; food and hot chocolate will be provided. Community Outreach Partner with Orphans Lifeline Organization to give presents to orphans this Christmas. Publicity Dress up as Santa Claus and give out gifts on the street. Press release 1. Santa shows off a new set of Muves. 2. Orphans Lifeline Organization Muves to put a smile on every child’s face this Christmas. 3.Year in review. How much have you Muved?
Media Plan JanuaryTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
January Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
Jan. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
Jan. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 FebruaryTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
Feb. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 The Los Angeles Loyolan (Loyola Marymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
Feb. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
Feb. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 MarchTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
mar. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
mar. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
mar. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 AprilTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
apr. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
apr. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
apr. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 mayTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
may Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
may Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
may Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
may Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Radioles: Los Angeles City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
may Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 juneTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
june Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
june Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
june Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
june Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
june Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 julyTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
july Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
july Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazines City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 “Every day brings a chance for you to draw in a breath, kick off your shoes, and dance.” -Oprah Winfrey
july Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
july Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
july Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 augustTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
aug. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
aug. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazines City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
aug. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
aug. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
aug. Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 septemberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities.
sep. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
sep. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 Google Images
sep. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 City: Chicago Living Blues Published every two months Full Page Cost: $1597 Frequency: 6x Total Cost: $38,328 Chicago Magazine Monthly Publication Full Page Cost: $17k Frequency: 4x Total Cost: $816,000 This Week In Chicago Weekly Publication Full Page Cost: $795 Frequency: 52x Total Cost: $165,360 Splash Weekly Publication Full Page Cost: $12,340 Frequency: 12x Total Cost: $592,320 Chicago Suburban Family Magazine Bi Monthly Publication Full Page Cost: $1295 Frequency: 6x Total Cost: $15,540 Magazine Total: $3,176,516
sep. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536
sep. Radio City: Chicago 103.5- Contemporary hits Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 96.3-Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 101.9-Adult Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 107.5-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 103.3-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 Radio Total: $827,736 Google Images
sep. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
sep. Television City: Chicago Archer (FX) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 American Dad (TBS) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 Family Guy (FOX) Cost for a spot: $1078 Frequency: 6x a night, 5 days a week Total Cost: $129.360 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 So You Think You Can Dance (FOX) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 Television Total: $3,652,440 Online Youtube Cost for ad: $200 Frequency: Tuesday-Saturday Total views: 20k Total Cost: $4000 Facebook Cost for ad: $500 Frequency: Tuesday-Saturday Total reached: 1.08 million Total Cost: $10k Online Total: $14,000
octoberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities. Google Images
oct. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 Radio City: Los Angeles The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Radio City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
oct. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 “The world may be running out of water, but it isn’t running low onmusic.Letthedanc- ing flow!” -Jarod Kintz
oct. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 City: Chicago Living Blues Published every two months Full Page Cost: $1597 Frequency: 6x Total Cost: $38,328 Chicago Magazine Monthly Publication Full Page Cost: $17k Frequency: 4x Total Cost: $816,000 This Week In Chicago Weekly Publication Full Page Cost: $795 Frequency: 52x Total Cost: $165,360 Splash Weekly Publication Full Page Cost: $12,340 Frequency: 12x Total Cost: $592,320 Chicago Suburban Family Magazine Bi Monthly Publication Full Page Cost: $1295 Frequency: 6x Total Cost: $15,540 Magazine Total: $3,176,516
oct. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536
oct. Radio City: Chicago 103.5- Contemporary hits Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 96.3-Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 101.9-Adult Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 107.5-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 103.3-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,44 Radio Total: $827,736 Google Images
oct. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
oct. Television City: Chicago Archer (FX) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 American Dad (TBS) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 Family Guy (FOX) Cost for a spot: $1078 Frequency: 6x a night, 5 days a week Total Cost: $129.360 America’s Got Talent (NBC) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 So You Think You Can Dance (FOX) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 Television Total: $3,652,440 Online Youtube Cost for ad: $200 Frequency: Tuesday-Saturday Total views: 20k Total Cost: $4000 Facebook Cost for ad: $500 Frequency: Tuesday-Saturday Total reached: 1.08 million Total Cost: $10k Online Total: $14,000
novemberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities. Google Images
nov. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
nov. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 Google Images
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  • 2. Muve is an app aggregating choreography videos and their tutorials. Dancing is art. And no one is born a da vinci. C Thought
  • 3. MISSION STATEMENT Muve wants to provide a canvas for you to create a masterpiece. By providing a superior platform that allows all to express themselves through movement.
  • 4. Statement of Intent The idea for Muve came from the friendship I have with my room- mate. He’s heavily invested into dance culture. He’s knowledgeable of the most popular choreographers and dance crews. He attends local lessons of his favorite crews whenever he can. He immediately shows me the latest choreography from his favorite dancers as soon as it’s posted on YouTube. He’s been a part of the on campus dance performance for the past two years and shoots creative videos for it in his spare time. He cre- ates his own choreography for fun and can’t help but challenge me to dance battles whenever his “jam” comes on. The videos he shows me are works of art and one can’t help but think, “I wish I could do that”. Well, Muve will help you start. The basic premise of the practical applications came from the no brainer that people are addicted to their smart phones and apps have become the accessible and comfortable extension of the us- ability of hand held web enabled devices. There’s an app for every- thing and dancing should be no exception. So I decided that my idea would take the form of an app. The aggregating component of Muve came from the fact that my roommate was able to keep up with various choreographers so I thought why not put them all in one place; in your hand. The final component is the tutorial aspect which simply stems from me being a visual learner; I need to see someone do before I can do it and Muve will provide that.
  • 5. Competitive Analysis Trance Dance App Highlights -create and share minute long video clips -give (finite) number of hearts to videos each day -direct recording from inside the app for no outside noice -been active since 2013 and pret- ty notable My Differentiation -Focus on tutorial teaching aspect of the app -locator function for local studios and choreo classes YouTube Highlights -Video sharing website -1 billion unique visitors each month -Over 6 billion hours of video are watched each month on YouTube -100 hours of video are uploaded to YouTube every minute My Differentiation -A space designed uniquely for dance culture -No other video genres to com- pete with Vimeo Highlights -Video sharing website -100 million users -No advertisements -More dedicated community My Differentiation -A space designed uniquely for dance culture -No other video genres to com- pete with Chosen Highlights -video talent competition app -everyone competes and every- one votes whether dancing or singing -backed by Ellen DeGeneres My Differentiation -focus on dancing and dancing only -video sharing for fun and notori- ety not for the sake of competi- tion
  • 6. The Dance App Highlights -5 full dance lessons from nota- ble dance choreographers and/or performers -brings “LA dance scene to you” by making dance classes acces- sible and affordable via mobile platform -choreographers include contes- tants from So You Think You Can Dance and America’s Best Dance Crew My Differentiation -locator function and social aspect -users can post, share and like videos My Dance App Highlights -mobile dance hub for commerce, communication, and connections -Receive important notifications from your studio and events -stay up to date in the News and Trends section -watch videos and choreography on Dancentric TV -shop the Marketplace for the lat- est styles at the lowest prices My Differentiation - users can post, share and like videos -focus on dance videos and cul- ture Learn Hip Hop Dance Highlights -large video library of popular dance moves - instruction from a national- ly-known hip hop dancer - Each dance comes with a video guide and text instructions - Learn basic dance terminology My Differentiation -social aspect -any tutorial videos specific to actual choreo videos Bboy Step by Step Highlights - follow the instructor as if you were in an actual dance class all for $2 - understand how to get over your fear of breakdance ‘flips and tricks’ -choreographer/instructor is 2x B-Boy World Champion, Je- romeskee -learn music terminology from a professional drummer My Differentiation -free -social aspect -not specific focus on break danc- ing Competitive Analysis
  • 7. SWOT Strenghts Weakneses -Spreading notoriety of studios, chore- ographers and enthusiasts -Focus on teaching choreography -Focus on connecting enthusiasts with local studios -Locater function -Accessibility -No strong relationship dance culture icons or mainstays -Lack of strong consumer base -Necessary to burn through marketing budget -Initial launch will leave Muve cash strapped for a time -Cost of maintenance Opportunities Threats -Partner/sponsor with popular chore- ographers -Partner/sponsor with local studios -Partner with dance shows such as So You Think You Can Dance -Few quality dance apps currently in the market -A skill lack resources to pursue -Direct competitor Trance Dance App -Concept easy enough to copy -Dance tutorials are already posted on YouTube -YouTube already has desired target audience -Competition from local studios or even notable choreographers
  • 8. ad spiral Pioneering Muve will be entering the market for the first time and potential con- sumers will need to be taught how to use the app. Ad message will detail how easy and intuitive the app is to use. Dance culture custom is to upload videos to YouTube and some choreography videos will have tutorial video posted quickly after. The need present is a sense of community and Muve needs to show it can fill it; a secondary need is a dedicated space for dancers and studios to gain notoriety. In this phase, Muve will have to develop a new custom for dance culture and demonstrate that the app is the community that choreographers and dance enthusiasts want to be a part of. Muve will have to show that posting videos on YouTube is okay but that the app is specifically de- signed for the dance community and that it’s a better option. Muve will show it is different, in the regard that it focuses on teaching others how to dance. Competitive When Muve enters the market it will almost immediately enter the competitive phase of the ad spiral as there’s already an established competitor in the Trance dance app. In this stage Muve will have to demonstrate how it differentiates from Trance. Marketing efforts will center on Muve’s specialization on its tutorial function and its locater functionality. Muve’s brand image as co creators in the user’s master- piece will have to be emphasized as well. Retentive/Mature At the mature stage Muve will be an established brand. Marketing ef- forts will focus on retaining current customers as it’s more expensive to pursue new consumers than to maintain current ones. Messaging will focus on the excellent customer service that Muve has and will contin- ue to provide. The mature phase is also the phase where any glitches should be fixed, and consumers will be notified at every step in order to prove how responsive and attentive Muve is as a brand. Re-pioneering At this stage Muve will have to reinvent itself. And the conduit through which it shall do so it utilizing motion tracking technology used in gam- ing consoles such as the Wii and Xbox’s Kinect to allow users to follow along to choreography in real time and receive correction in real time. A great tactic would be out of home advertising encouraging anyone walking by to learn a short routine of their choice.
  • 9. 4 P’s Price The app itself will be free to download. Revenue will be generated through in app advertising. To build a credible app, it will take any- where from $150,000 to $250,000; though truly clean and smooth running apps can run upwards to $500,000. Promotion Promotion vehicles for Muve necessitate a visual element. One cannot hear or read dancing to fully appreciate it. Youtube is used by choreog- raphers to post their content; since my target market is already there I’ll make sure to spend marketing dollars there. Promotion for Muve will feature heavy event components. Dance competitions like World of Dance and Vibe are prime candidates to advertise the app. I’d also like to look into sponsorships of notable dance crews and choreographers. Sponsorships cost money so before I’d get to that stage of marketing, I’d employ PR tactics. Getting in front of dance cul- tures is a must. Muve will engage with these influencers socially, such as continually commenting on their Twitter pages. Product Muve will be the app that choreographers and dancers alike turn to for inspiration and validation. The app’s bread and butter are its ag- gregate function. It will be YouTube for dance culture. Choreographers and dance enthusiasts will upload their choreography and will then be encouraged to upload a tutorial for it. The app will also feature a loca- tion function allowing dancers to find upcoming dance competitions, studios and local choreography classes. Muve will also include stand- alone lessons detailing basics for dance styles too difficult to pick up easily such as break dancing or tap dancing. Muve’s location feature will also suggest local studios to go and learn personally. Place Muve will be an app debuting in iOS first as typically it’s easier to build an app for the Apple App Store than for Android. After Muve is es- tablished it will then debut upon the Android Marketplace, then the Windows Marketplce.
  • 10. 5 c’s Company I mean, so far the company is just me. And as I’m inexperienced a whole lot of things could go wrong. Collaborators I’ll depend on an app creation and development team. Since I can’t build an app I’ll be completely dependent on their expertise and that they’ll meet deadlines. Customers Currently, dance choreographers and enthusiasts are content with the relationship they share with YouTube. Choreography is posted on You- Tube and fans comment on it. Old habits die hard and there’s no guar- antee that both choreographers want to take the extra step of adding their choreography to another platform, and there’s no guarantee that fans will want to go to another platform to find it. Competitors Currently YouTube is the platform of choice for choreographer-fan/en- thusiast interaction; it also doesn’t help that YouTube is the big kid on the block. Should the wish to go head to head with me it’d be an uphill battle. Trance is also another major competitor; it’s an app that allows users to watch, share and record videos. I’ll differentiate myself but it’s a given they’ll react by adding the features they don’t currently posses or by changing their marketing message to defend their position. Climate We’re coming out a recession so economically; the country has more money to spend. But it’s almost impossible to predict where the eco- nomic state will be in a few years. Socially, dance is respected and ad- mired, and I personally don’t see something happening that makes the masses dislike dancing as a whole.
  • 12. Consumer Profile Conumer My consumer is males aged 18-24. They don’t make a lot of money as they’re anywhere from just entering college to leaving it; but they will always justify spending money on the weekends if means they can have a memorable adventure with friends. They’re your typical try ev- erything “at least once” kind of people. They have a passion for music best recognized when their favorite song comes on; they can’t help but sway back and forth to the beat. They haven’t danced profession- ally before but may have joined their scholastic dance troupe. My target has always been known to have rhythm and greatly enjoyed school dances as it gave them the opportunity to try out new dance moves to different songs. In fact, due to their extrovert nature my tar- get was most likely at the center of a circle at some point during the night due to their own skill but more importantly because it allowed them to be the center of attention. They’ve seen America’s Best Dance Crew and was really impressed but never made the connection that one day they could get to that level. The extent of their forage into dance culture was looking up dance crews that featured on the show and watching a few more clips of other dance routines. After a few sea- sons they got preoccupied with life and never went back to it. Vals Category My target fits into the Experiencer category. They are typically young, full of energy and looking to live life to the fullest. They’re willing to put themselves out there as long as there’s a payoff. That willingness leads to intrinsic motivation; they’ll push themselves to be the best they can be especially if people will recognize their efforts. They’re looking for that “experience of a lifetime”, story they’d be able to look back on with pride; a go to story they would love to share in social gatherings. My target appreciates complicated visuals that appeal to their sense of aesthetics. My target is physically active and sees spontaneity as positive trait.
  • 13. Consumer Profile Men According to Gfk Mri, men aged 18-24 are more likely to attend col- lege. They’ll end up in a sales or office position which makes since as immediately after college such positions are filled with individuals who have little work experience. Gentlemen in this age range make any- where from 20-60k a year, as not everyone goes to college (ie some start working right out of high school). men aged 18-24 usually watch Adult Swim and the Comedy Central. They love to laugh and don’t mind if the humor wouldn’t be appropri- ate if children were in the room. Interestingly enough they subscribe to sports magazines just as often as they’ll subscribe to magazines focused on video games and consoles. And not surprisingly, music is a big part of their lives as they spend time reading magazines focused on music (ie Rolling Stones) as well as using websites like Spotify, Pan- dora and Itunes. Dance Studios Another important “consumer” to consider is dance studios as they will have a vested interest in using the app as it could potentially bring them customers already familiar or at least interested in dance culture. Dance Studios will typically cover their operating costs with for profit lessons and by selling merchandise. Currently, they face competition by health clubs and gyms offering dance instruction as an alternative to a standard exercise regimen. It is forecasted that by 2015 the industry would have earned 2.4 billion in revenue. The industry has no leader though well known names like Arthur Murray International and Fred Astaire Dance Studios tend to at- tract and produce serious and competitive dancers. Running a studio is expensive as it has high overhead costs and only has profit margins (ac- cording to 2014 numbers) of 8.3%. Finally, demand for dance studios are primarily driven by changes in disposable income and the amount of available leisure time.
  • 14. Consumer Profile Dancers & Choreographers Another interest group would be dancers and choreographers. Typical- ly, many years of experience and classes are needed before they enter the industry professionally. A recent trend is that some dancers and choreographers aren’t professionally trained; in fact they’ll self teach then join a dance crew which covers costs by traveling around to per- form and entering in competitions. Regardless, dancers need to get hired and choreographers need repu- tation in order for them to either get hired or for them to earn money due to people signing up for their choreo classes. Either situation can benefit from an app that would allow them to showcase their skills to the public at large. The position is extremely competitive, especially professionally. In 2014 the standard industry wage was $16.87 an hour according to the Bureau of Labor Statistics. Through 2024 the number of jobs is expected to grow 5%. Now is a crucial time to grow one’s reputation. “Nobody cares if you can’t dance well. Just get up and dance. Great dancers are great because of their passion.” -Martha Graham
  • 15. Product Match Person -Cool -Bold -Sleek -Discovery -New -Convenient -Passion -Blue and Black -Dance Culture -Hype -Energy -Freedom -Expression -Clean -Artistry -Social -Passion -Expressive -Creativity -Social -Energy -Curosity/Discovery -Passionate -Expressive -Idealistic -Creative -Curious -Risk-taker -Adventurous -Dedicated -High Work Ethic -Young -High Energy -Proud -Work Well In Teams -People Persons -Affable -Discipline Person Product Match Assessment: Any ads will have to be high energy focusing on actual choreography; more modern dance with splashes of hip hop to show- case the human body as a form of expression. The visual style will be bright with bold solid colors to highlight that the community is pas- sionate and wish to be center stage; they want to stand out. The music will have to call to mind a feeling of expansion and/or flying through something vast. Any dancers will have to be shown amongst friends having a good time to show that dancing is a social activity. The app will have a locator function so a quick shot of friends finding a studio on the app would serve their curiosity and discovery needs.
  • 16. Exploding the dot Male 18-24 single going to school full time student -free time -stressed -in need of release -Fear of missing out has car -trips to downtown -mobility -visits family on weekend not going to school living at home working not working -no responsibility -lots of free time -still chill with high school friends -Tv/video games/ social media all day -feeling of falling behind -9-5 job -living with parents -college in a few years -no loans -disposable income -free time -looking for passion weekend -adventures -procrastinate homework -listening to music -on social media -wake up late -party weekday -library -gym -class -catching up with friends dating school No school not working -actively job searching -worried -insecure -parents more hands on working -future wedding plans -disposable income -buy things for partner no car -trapped on campus -tag along with some- one who has a car -grateful to get off campus “we’ll see closer to graduation” Shows -Family Guy -America’s Best Dance Crew -So You Think You Can Dance -Archer -American Dad Stores -American Apparel -Gap -Holister -Amazon -Urban Outfitters Brands -J. Crew -Hanes -Jack Threads -New Era -Vans
  • 17. Survey I received 61 participants for my survey. A third of respondents were most interested inHip Hop and Contemporary dance respectively. In future advertisements, any dance styles should be one of the two men- tioned above since the majority of respondents expressed interest in them. Over 90% of respondents have not danced in a professional ca- pacity which means the app needs to be accessible and give off the ap- pearance that anyone could pick it up and start dancing. Respondents were complete newcomers to dance culture as almost 60% reported they had looked up dance videos and/or watched America’s Best Dance Crew. This indicates an interest in dancing which is a necessity in my potential target market. Which Style of dance most interests you? Have you ever danced professionally? If given the opportunity to learn specific dance moves from a tuto- rial, would you take it?
  • 18. Have you ever used YouTube to look up dance teams? Have you ever watched Ameri- ca’s Best Dance Crew? Have you ever been to a dance perfor- mance (professional or amateur)? Have you ever heard of Trance Dance App? I like the challenge of doing something I have never done be- fore. Which Social Media Network do you log onto MOST frequently?
  • 19. survey(continued) Which type of print media do you MOST enjoy? In your spare time, what type of leisure activity do you MOST often part in? Who do you usual- ly spend your time with?
  • 20. I like a lot of predictability in my life. Would you be willing to download a free app that taught you dance For what reason do you typically buy products/download apps? How old are you? What is your ethnicity? How many houra per week do you USUALLY work at your job (abnd/or school; keep in mind units=hours)?
  • 21. Calendar January:Wellness Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: January is the month of new beginnings and wellness. For Twitter we’ll use #dancewell for people to showcase how dancing helps them stay fit. Facebook: Muve is just launching so posts will detail how Muve is used. Instagram: Post pictures of Zumba like dance class- es to show how dancing promotes health and fitness. OOH Flash mob at a downtown food court. Community Outreach The 18 th is Martin Luther King Jr. Day. For outreach we can sponsor a performance detailing the tri- umph of the Civil Rights Movement for all the King Center memorial attendees. Publicity New choreography showcase from Keoni and Mari. As well as question and answer session about their creative process. Press release 1.Who knew Dr. King had such great moves? 2. Keoni and Mari turn up the heat. This time we’re in the kitchen. 3. New year, new dance, new you! February: Black History/Em- powerment Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use the #dancehistory to promote content of African American choreographers and dancers. Facebook: In line with Black History Month, the so- cial media challenge of this month will be to create choreography that’s inspired by either famous black choreographers or notable African American’s in America’s history. The best choreo will be voted on and featured for on all social media accounts for the next month. Instagram: Photos of famous African American cho- reographers/dancers and their routines will be post- ed. OOH Televised dance battle in honor of the competing Superbowl teams. Community Outreach Partner with the NAACP to raise awareness for Black History Month. Publicity Hold a community class to teach choreography from famous African American choreographers in history. Press release 1. Muve and the NAACP double the awareness! 2. Famous African American choreographers of the past are brought to life! 3. Muve over [insert losing SuperBowl team name] the new champs are here!
  • 22. Calendar March: Women’s History Month Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in Los Angeles 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #danceon to feature content of current women who have changed dance culture. Facebook: Each week the Facebook ac count will feature a prominent woman choreographer/dancer. Instagram: Post images of women choreographers/ dancers backstage before a performance. OOH The4thishugaGIday.Therefore,senddanceteams to bases in order to entertain the troops. Community Outreach Fundraising drive for Women for Women; all pro- ceeds go directly to them. Publicity In honor of women’s month Mina Myoung will be teaching classes celebrating woman empowerment. Press release 1.Women for Women teaches Muve a few moves. 2. Mina Myoung Muves to the beat of her own drum! 3. GI’s Muve for a day. April:Earth Month Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in Los Angeles 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #naturemuvesme so the community will post images or short sayings on the influence of nature in their choreography. Facebook: Hold a contest of the best (short) choreography routine utilizing/honoring na- ture.The best routine will be voted upon and the winner will be featured on the company Facebook and Twitter page for the rest of the month. Instagram: Post images of earth and a short blurb on how it inspires you to dance. OOH 11 th is barbershop quartet day. Therefore, we’ll partner with a quartet to create a unique perfor- mance. Community Outreach Partner with Greenpeace to raise money and aware- ness for sustainable living. Publicity Ian Eastwood to teach choreography to a small class. Only those who’ve downloaded the app will be entered to win a spot. Press release 1. Ian Muves us from East to West. 2. Greenpeace Muves to educate on sustainable liv- ing. 3. Quartet Muves. We have them; we hope you do too.
  • 23. Calendar May: Floral Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #flowerflourish to encourage people to share pictures or videos of them finishing a power move in their respective fields of dance. Facebook: Promote the association with Random Acts of Flowers to make sure enough volunteers help with passing out flowers in hospitals. Instagram: Post photos themed with flowers. OOH Pass out flowers with the app logo spray painted on the petals. Community Outreach Partner with Random Acts of Flowers to distribute flowers to hospitals. Publicity Sponsor a music video for Tricia Miranda. And have a sweepstakes surround it where app downloaders are given the chance to be back up dancers in it. Press release 1. Flowers are Muved this May.Will you get one? 2.Tricia Miranda and the case of the missing backup dancers. 3. Random Acts of Flowers Muve even more flowers to hospitals this year. June: Summer Fun Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on websites: dancespirit, dancemaga- zine, usadance.org Social Twitter: Use #summerlovin to encourage people to post images or videos of their plans for the summer. Facebook: Promote the park event with Wildabeast Adams by showcasing his past work. Instagram: Post pictures of Ice Cream Soda to raise awareness for the 20 th . As well as pictures of the Trevor Project. OOH The 20 th is Ice Cream Soda Day.We send out a truck into a downtown area wrapped with the app logo and hand out ice cream sodas. Community Outreach Partner with the Trevor Project to raise awareness and fundraise for at risk LGBT youth. Publicity Park choreography with William “Wildabeast” Ad- ams. Press release 1.The Trevor Project showcases some sweet Muves! 2.A Wildabeast set loose in an unsuspecting park! 3. Ice Cream Soda on Ice Cream Soda Day? Chill, Muve has got you covered.
  • 24. Calendar July: Independence/ Patriot Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #dance4independence to celebrate the freedom of expression that dancing give. Use #veteransmuve to thank veterans in our life. Facebook: Encourage fans to post pictures of the veterans in their life. Instagram: Post pictures of freedom in America. OOH Fireworks using Muve’s primary colors Community Outreach Partner with Onbehalf.org to raise money for veter- ans as they’ve fought for our freedom. Publicity New choreography from Lando Wilkins in honor of veterans. Press release 1.Veterans show the world how they Muve 2. Lando shoots first. New choreo for July! 3. Muve lights up the night sky with more than just fireworks August: Back to School Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #schoolmuves to show how you get ready for school. Facebook: Feature EOS on the page and engage with fans about students and education. Instagram: Post pictures of your ready for school gear and routines. OOH Give out free backpacks filled with basic school equipment. Community Outreach In honor of kids going back to school we’ll partner with Equal Opportunity School, a non profit that helps students get into AP classes. Publicity New choreography showcase from Antoine Troupe at a school assembly. Press release 1.Antoine Troupe schools us 2. EOS Muves students into AP classes, opening a path for their future. 3. New school year, new dances, new muves.
  • 25. Calendar September: Hispanic Heritage Month Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, Social Twitter: Use #hispanicheritage to honor the contri- butions that Hispanic culture has made to America. Facebook: Feature Hispanic Access Foundation in order to facilitate a conversation about Hispanic cul- ture and equality. Instagram: Post pictures of dances originating from Latin/Hispanic countries. OOH Salsa/Tango flash mob at a downtown food court. Community Outreach Partner with the Hispanic Access Foundation to pro- mote civic engagement and equality for Hispanic residents. Publicity New choreography showcase from Jose Hollywood Ramos in honor of Hispanic Heritage Month. Press release 1. Hispanic Heritage is American Heritage 2. Jose Hollywood shows Muves worthy of Holly- wood. 3. Hispanic Access Foundation makes Muves in equality for Hispanic Americans. October: Halloween Fright Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #thrillernight to draw attention to things that scare you. Facebook:Ask fans to post content about breast can- cer survivors as well as content honoring women who lost their life to breast cancer. Instagram: Post pictures of things that scare you. OOH Thriller flash mob at a downtown area; At the end, the dancers will pass out candy in honor of Halloween. Community Outreach Host an event for the nation breast cancer organiza- tion in order to raise money. Publicity Debbie Reynolds Dance Studio in conjunction with Muve will host classes teaching goers the choreography to Michael Jack- son’s Thriller. Press release 1. Michael Jackson Muves through Debbie Reyn- olds Dance Studio this Halloween 2.In honor of Breast CancerAwareness Month Muve hosts a dance showcase 3. Scared this Halloween? Then don’t just stand there! Muve!
  • 26. Calendar November: Giving Thanks Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #givethanks to post what makes you thankful. Use #thankful4vets to encourage fans to post about the sacrifice of veterans. Facebook: Lead discussion of the state of our veter- ans in America. Encourage fans to post about veterans they know and how they’ve served. Instagram: Post pictures of whatever makes you thankful about dancing. OOH Dressupasturkeysanddotheturkeydanceinmalls. Community Outreach In honor of Veteran’s Day, Muve will partner with Veterans of Foreign Wars to raise money and awareness for returning Veterans and whatever problems they may face. Publicity Give away free cooked turkeys close toThanksgiving Day. Press release 1. Muve like a turkey! You’ll be glad you did. 2.This one’s for the veterans!Your service Muves us. 3.Turkeys! Muving from our hands to yours. December: Winter Celebration Theme Newspaper Target lifestyle newspapers. Place ads in schools that have renown performing arts programs. Magazine Target Health and Fitness Magazines. TV Late fringe cable Radio Urban/Rhythmic Contemporary in LA 3-7pm daypart Online Adwords campaign with keywords “Dance app”, “learn choreography”, “how to dance” Banner ads on dance themed websites like danc- espirit, dancemagazine, usadance.org Social Twitter: Use #wintercelebrations to post about all winter celebrations, like Kwanza, not just Christmas. Facebook: Start a conversation about orphans in America in order to tie it into the partnership with Orphans Lifeline. Instagram: Post pictures of anything winter themed. OOH Snow fight at the park; food and hot chocolate will be provided. Community Outreach Partner with Orphans Lifeline Organization to give presents to orphans this Christmas. Publicity Dress up as Santa Claus and give out gifts on the street. Press release 1. Santa shows off a new set of Muves. 2. Orphans Lifeline Organization Muves to put a smile on every child’s face this Christmas. 3.Year in review. How much have you Muved?
  • 27. Media Plan JanuaryTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
  • 28. January Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
  • 29. Jan. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
  • 30. Jan. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 FebruaryTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
  • 31. Feb. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 The Los Angeles Loyolan (Loyola Marymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
  • 32. Feb. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
  • 33. Feb. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 MarchTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
  • 34. mar. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
  • 35. mar. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
  • 36. mar. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 AprilTotal: $2,600,848 The January to April time period of Muve’s media plan is centered around a limited release in Los Angeles. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city al- ways looking for the next big thing. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve cho- sen are a mix of entertainment, school and male specific publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. I’ve also allocated budget for online advertising. This will allow me to hyper target according to interest, in this way I’ll be able to advertise to consumers whom I know are heavily interested in all things dance related. It’s also a very cost effective way to reach a large number of people.
  • 37. apr. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Newspaper Total: $79,352 Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazine Total: $602,000
  • 38. apr. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio Total: $344,736 Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Television Total: $1,571,760
  • 39. apr. Online Youtube Cost for ad: $50 Frequency: Tuesday-Saturday Total views: 8000 Total Cost: $1000 Facebook Cost for ad: $100 Frequency: Tuesday-Saturday Total reached: 136k Total Cost: $2000 Online Total: $3000 mayTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
  • 40. may Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
  • 41. may Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
  • 42. may Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
  • 43. may Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 Radioles: Los Angeles City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 44. may Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 juneTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
  • 45. june Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
  • 46. june Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
  • 47. june Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 Radio City: Los Angeles KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
  • 48. june Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 49. june Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 julyTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
  • 50. july Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
  • 51. july Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazines City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 “Every day brings a chance for you to draw in a breath, kick off your shoes, and dance.” -Oprah Winfrey
  • 52. july Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
  • 53. july Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 54. july Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 augustTotal: $5,640,917.92 The May to August time period of Muve’s media plan sees a release in New York City. Los Angeles is an ideal city to launch a lifestyle app as it’s an active city always looking for the next big thing. And New York is much the same way; it’s a breeding ground for breakout stars and Muve as an app that deals in merit would serve the city well. The New York stage of Muve’s plan doesn’t override the Los Angeles part, it merely adds on to it. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school and male specific pub- lications. With such a mix I’m reaching tens of thousands of consumers who are targeted ho- listically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, ac- cording to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Net- work’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to accommodate the additional city.
  • 55. aug. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100 Newspaper Total: $135,973.9
  • 56. aug. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 Magazines City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 Magazine Total: $2,141,288 Google Images
  • 57. aug. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536 Radio Total: $625,536
  • 58. aug. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 59. aug. Online Youtube Cost for ad: $100 Frequency: Tuesday-Saturday Total views: 14k Total Cost: $2000 Facebook Cost for ad: $300 Frequency: Tuesday-Saturday Total reached: 880k Total Cost: $6000 Online Total: $8000 septemberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities.
  • 60. sep. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
  • 61. sep. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 Google Images
  • 62. sep. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 City: Chicago Living Blues Published every two months Full Page Cost: $1597 Frequency: 6x Total Cost: $38,328 Chicago Magazine Monthly Publication Full Page Cost: $17k Frequency: 4x Total Cost: $816,000 This Week In Chicago Weekly Publication Full Page Cost: $795 Frequency: 52x Total Cost: $165,360 Splash Weekly Publication Full Page Cost: $12,340 Frequency: 12x Total Cost: $592,320 Chicago Suburban Family Magazine Bi Monthly Publication Full Page Cost: $1295 Frequency: 6x Total Cost: $15,540 Magazine Total: $3,176,516
  • 63. sep. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536
  • 64. sep. Radio City: Chicago 103.5- Contemporary hits Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 96.3-Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 101.9-Adult Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 107.5-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 103.3-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 Radio Total: $827,736 Google Images
  • 65. sep. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 66. sep. Television City: Chicago Archer (FX) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 American Dad (TBS) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 Family Guy (FOX) Cost for a spot: $1078 Frequency: 6x a night, 5 days a week Total Cost: $129.360 Radio City: Los Angeles America’s Got Talent (NBC) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 So You Think You Can Dance (FOX) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 Television Total: $3,652,440 Online Youtube Cost for ad: $200 Frequency: Tuesday-Saturday Total views: 20k Total Cost: $4000 Facebook Cost for ad: $500 Frequency: Tuesday-Saturday Total reached: 1.08 million Total Cost: $10k Online Total: $14,000
  • 67. octoberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities. Google Images
  • 68. oct. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 Radio City: Los Angeles The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Radio City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
  • 69. oct. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 “The world may be running out of water, but it isn’t running low onmusic.Letthedanc- ing flow!” -Jarod Kintz
  • 70. oct. Magazines City: Los Angeles UCLA Magazine One Publication a Quarter Full Page Cost: $5580 Frequency: 4x Total: $22,320 The HollyWood Reporter Weekly Publication 4 Color Page Cost: $25,840 Frequency: 3x Total: $310,080 Entertainment Weekly Weekly Publication BRC Insert Cost: $66,800 Frequency: 1x Total: $267,200 Odyssey Magazine Monthly publication Full Page Cost: $800 Frequency: 3x Total: $2400 City: New York The Brooklyn Rail Monthly Publication Full Page Cost: $1400 Frequency: 3x Total Cost: $4200 Next Magazine Weekly Publication Full Page Cost: $2078 Frequency: 13x Total Cost: $108,056 The New York Magazine Weekly Publication Full Page Cost: $83,760 Frequency: 5x Total Cost: $1,675,200 The New Yorker Weekly Publication BRC Insert Cost: $88,458 Frequency: 1x Total Cost: $353,832 City: Chicago Living Blues Published every two months Full Page Cost: $1597 Frequency: 6x Total Cost: $38,328 Chicago Magazine Monthly Publication Full Page Cost: $17k Frequency: 4x Total Cost: $816,000 This Week In Chicago Weekly Publication Full Page Cost: $795 Frequency: 52x Total Cost: $165,360 Splash Weekly Publication Full Page Cost: $12,340 Frequency: 12x Total Cost: $592,320 Chicago Suburban Family Magazine Bi Monthly Publication Full Page Cost: $1295 Frequency: 6x Total Cost: $15,540 Magazine Total: $3,176,516
  • 71. oct. Radio City: Los Angeles KPWR Power 106 Rhythmic contemporary hit radio Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KRRL Real 92.3 Urban contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day Monday – Saturday Total Cost: $86,184 KJLH 102.3 Urban adult contemporary Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 KDAY 93.5 KDAY Classic hip hop Cost (for a 3-7pm spot): $1197 Frequency: 3x a day, Monday – Saturday Total Cost: $86,184 Radio City: New York 103.5- Rhythmic Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 105.1-Urban Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 106.7- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 95.5- Adult Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 97.1- Rhythmic Contemporary Cost (for a 3-7pm spot): $936 Frequency: 3x a day, Monday – Saturday Total Cost: $56,160 Radio Total: $625,536
  • 72. oct. Radio City: Chicago 103.5- Contemporary hits Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 96.3-Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 101.9-Adult Top 40 Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 107.5-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,440 103.3-Urban Contemporary Cost (for a 3-7pm spot): $674 Frequency: 3x a day, Monday – Saturday Total Cost: $40,44 Radio Total: $827,736 Google Images
  • 73. oct. Television City: Los Angeles Archer (FX) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 American Dad (TBS) Cost for a spot: $2392 Frequency: 3x a night, 5 days a week Total Cost: $143,520 Family Guy (FOX) Cost for a spot: $3004 Frequency: 3x a night, 5 days a week Total Cost: $180,240 America’s Got Talent (NBC) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 So You Think You Can Dance (FOX) Cost for a spot: $9204 Frequency: 3x a night, 5 days a week Total Cost: $552,240 City: New York Archer (FX) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000 American Dad (TBS) Cost for a spot: $2050 Frequency: 3x a night, 5 days a week Total Cost: $123,000: Family Guy (FOX) Cost for a spot: $3008 Frequency: 3x a night, 5 days a week Total Cost: $180,480 America’s Got Talent (NBC) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 So You Think You Can Dance (FOX) Cost for a spot: $6099 Frequency: 3x a night, 5 days a week Total Cost: $365,940 Television Total: $2,730,120
  • 74. oct. Television City: Chicago Archer (FX) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 American Dad (TBS) Cost for a spot: $895 Frequency: 6x a night, 5 days a week Total Cost: $107,400 Family Guy (FOX) Cost for a spot: $1078 Frequency: 6x a night, 5 days a week Total Cost: $129.360 America’s Got Talent (NBC) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 So You Think You Can Dance (FOX) Cost for a spot: $2409 Frequency: 6x a night, 5 days a week Total Cost: $289,080 Television Total: $3,652,440 Online Youtube Cost for ad: $200 Frequency: Tuesday-Saturday Total views: 20k Total Cost: $4000 Facebook Cost for ad: $500 Frequency: Tuesday-Saturday Total reached: 1.08 million Total Cost: $10k Online Total: $14,000
  • 75. novemberTotal: $7,855,905.92 The September to December time period of Muve’s media plan sees a release in Chicago. The Chicago release, much like the New York release simply adds on to the media plan. Chi- cago is an exciting place to launch as it’s renown for harboring and producing dancing tal- ent especially; a perfect fit for Muve. All newspapers are located on colleges that are either renown for their performing arts program and/or at the least have a robust performing/fine arts selection of academic degrees. Newspapers are cheap and geo specific to my target market. Each college has tens of thousands of students and according to each media kit a large percentage of students read their school newspaper. The mix of magazines I’ve chosen are a mix of entertainment, school, male specific and travel publications. With such a mix I’m reaching tens of thousands of consumers who are targeted holistically from the selection of publications listed. With respect to radio I chose stations under genres Urban Contemporary and any related facets such as Rythmic and Top 40. According to the RAB adults aged 18-24 make up the largest listening audience for these genres. The television channels chosen cater specifically to my target demographic. Men aged 18-24, according to SRDS, primarily enjoy watching comedic shows best exemplified by Cartoon Network’s Adult Swim. For the sake of Muve’s industry I’ve also included dance specific shows to draw consumers who already have an interest in dancing. Muve’s online budget has been increased to exponentially as the plan media plan will attempt to reach the greatest number of people possible across all three cities. Google Images
  • 76. nov. Newspapers City: Los Angeles Pasadena City College Courier Weekly Publication Full Page Cost: $750 Frequency: 3x Total: $9000 New University (UC Irvine) Weekly Publication Full Page Cost: $644 Frequency: 10x Total: $25,760 The Daily Trojan (USC) Daily Publication Full Page Cost: $2820 Frequency: 3x a day from Monday to Friday Total: $169,200 The Sundial (Cal State Northridge) Monthly Publication Full Page Cost: $760 Frequency: 1x 11x17 Insert Cost: $750 Frequency: 1x Total: $6040 TheLosAngelesLoyolan(LoyolaMarymount) Weekly Publication Center Spread Cost: $1500 Frequency: 1x Total: $6000 The Clause (Azusa Pacific) Weekly Publication Full Page Cost: $576 Frequency: 1x Total: $2304 Magazines City: New York Pipe Dream (Binghamton U) Bi Weekly Publication Center Spread Cost: $1200 Frequency: 3x an issue (for a total of 6x a week) Total: $28,000 Spectator (Columbia University) Weekly Publication Full Page Cost: $2164 Frequency:1x Total Cost: $8656 Cornell Sun (Cornell University) Weekly Publication Full Page Cost: $982.88 Frequency: 1x Total Cost: $3931.52 Washington Square News (New York University) Weekly Publication Full Page Cost: $983.6 Frequency: 1x Total Cost: $3,934.4 The Daily Orange (Syracuse University) Daily Publication Full Page Cost: $605 Frequency: 1x a day from Monday-Friday Total Cost: $12,100
  • 77. nov. Newspapers City: Chicago The DePaulia (DePaul University) Weekly Publication Full Page Cost: $800 Frequency: 2x Total Cost: $6400 UIC News (University of Illinois) Weekly Publication Full Page Cost: $1130 Frequency: 3x Total Cost: $13,560 The Loyola Phoenix (Loyola University) Weekly Publication Full Page Cost: $1120 Frequency: 1x Total Cost: $4,480 The Columbia Chronicle (Columbia University) Weekly Publication Full Page Cost: $750 Frequency:1x Total Cost: $3000 The Observer (Notre Dame University) Daily Publication Full Page Cost: $1090 Frequency: 1x a publication Total Cost: $21,800 Newspaper Total: $185,213.92 Google Images