Art director/designer, select pages

1. THE PORTLAND
CHILDREN’S

2. Background + Objectives + Summary

3. Background
Portland is a diverse community
with over 2.26 million people just in
the metropolitan area with hundreds
of activities for children. Portland
Children’s Museum’s two largest
competitors are Oregon Zoo and
Oregon Science and Industry
Museum (OMSI) with the Oregon Zoo
taking the lead with 1.6 million visi-tors,
OMSI 600,000 visitors, and
Portland Children’s Museum trailing
behind with only 250,000 visitors.
he Portland Children’s Museum
closed it’s location for remodeling in
December of 2014 and is slated to
open June of 2013. This will be a great
time for Portland Children’s Museum
to go back to the drawing board and
have new marketing and advertising
goals.

4. The Right Audience
Primary + Secondary
Demographics + Geographics + Psychographics +Behavioristics

5. Primary Audience
e chose to target women ages 25-49, because of several
considerations. Our limited budget required a smart use of
resources and we decided to focus on reaching a large amount of a
specific audience, being younger adult females.
Females are often the primary caregivers of children as well
as the principal shoppers in their households.
According to MRI’s Survey of the American Consumer,
74.9% of women identified themselves as the primary shoppers
for their households (GfK MRI, 2011). This implies that they make
the majority of financial decisions to make household purchases.
When it comes to who makes key purchasing decisions within a
household, women have the most control with $12 trillion of the
overall $18.4 trillion in global consumer spending (Bialik, 2011).
Secondary Audience
e have also identified a secondary
audience within this demographic, being
nannies and teachers. Nannies have a high
level of involvement when it comes to
choosing activities for children. According
to the US Bureau of Labor and Statistics,
94.8% of childcare workers are women
(Household Data, 2013). These secondary
caretakers have influence with the primary
decision-makers of the household, and
even more-so during summer breaks, when
the museum is set to open.

6. Demographics
emales are approximately
50.5% of the population, and of
that segment, approximately
half fall between the ages of
25-49. This media plan targets
approximately 25% of the total
population (Census Bureau,
2012). They have a median
household income of $50,271 and
live in subdivisions (18 Kids &
Cul-de-sacs, 2014). These
women are from a variety of
backgrounds, ethnicities, race
(white, black, asian, pacific
islander, native american,
hispanic, and many others)
Portland is made up a wide
arrange of people from different
cultures.
Target population
= (Total Female Population)(0.25)
= (1,515,778)(0.25)
= 378,945
≈ 380,000 to account growth since 2012 Census

7. Geographics
e are targeting women in the zip
codes listed below, because both
Beaverton and Hillsboro have condensed
populations of families with children.
Beaverton is comprised of 37,213
households, of which 31.0% had children
under the age of 18 living with them.
Furthermore, Hillsboro consists of 33,289
households, of which about 38% had
children under the age of 18 living with
them.
This substantial concentration of
families is a key market for our campaign
to reach and connect with. The city of
Portland contains only 24.5% of families
with children under the age of 18, but
Portland is composed of 223,737
households, (Census Bureau, 2010) and is
the also where the Children’s Museum is
located, which makes Portland an
essential market to incorporate.
Geographic Breakdown of PCM members
City Zip Code Number of Members
Portland 97229 640
Hillsboro 97123 415
Beaverton 97006 356
Beaverton 97007 349

8. Pyschographics
Our target audience cares about
what others think and easily influenced
by family and friends recommendation
(“Marketing to Mom”, 2014). They
want to have reassurance from their
peers that they are giving their child
the best.
Besides their peers, they are also
influenced by advertisements and
promotions when purchasing items for
their child. They want to have the best
deals but are willing to spend extra for
the experience. When it comes to their
child’s well being, safety is the number
one concern among moms. Child
happiness, followed by finances,
education, and nutrition, round out the
top five (“Marketing to Mom”, 2014).
This target audience spends a lot of
time online researching before making
a commitment concerning their
children.

10. Macro Rationale
utdoor transit is great
for captivating wide geographic
coverage in a local market.
Utilizing outdoor avoids exces-sive
message clutter, provides
high visual impact, and is great
for displaying simple messages
that will reach our target
market plus some. A relatively
low cost per impression and
increase in frequency is also a
great benefit of utilizing out-door
(Media Strategy & Plan-ning,
2013).
Outdoor
Micro Rationale
early 72% of women are in the workforce, and 61% of that 72% have children under the age of 3 (Working
Moms, 2011). With moms staying busy and commuting often, utilizing outdoor transit is an easy way to capture
additional target impressions. Not only will this be a great medium to express creativity but also the transit goes
directly to and from the Portland Children’s Museum. Advertising on this medium can remind our target audience
how easy it can be to travel to and from the museum.

11. Media Vehicles Not Chosen
Television Newspaper
Macro Rationale
elevision has a very high cost of entry
and lacks audience selectivity with many
programs. Ads can be seen as intrusive, noisy,
and can easily be skipped with DVR viewing.
Viewers are not involved and are seeing
multiple ads at a time with low attention.
High cost and lack of intimacy make this an
undesirable medium for this campaign (Media
Strategy & Planning, 2013).
Micro Rationale
At this time we have specially chosen
not to utilize Portland television due to it’s
feasibility. With our budget, we were able to
achieve a reach of 90%.We believe that
spending our resources elsewhere is more
efficient at this time and have made several
PR recommendations to achieve TV
impressions at little to no cost.
Macro Rationale
ewspapers generally only have a
24-hour shelf life with limited audience
selectivity and segmentation. Declining
readership and coverage along with a high
CPM make this an undesirable medium for
this campaign (Media Strategy & Planning,
2013).
Micro Rationale
We have specifically chosen not to
utilize the Oregonian due to their readership
demographics. The median age of the
Oregonian reader is 54 while we are trying to
target women aged 25-54.

12. The Right Exposure Level
Key Performance Indicators
MAgazines + Radio + AdWords + Outdoor

13. Outdoor
Media Vehicle Ad Unit Size
& Length
Number of
Ads
he outdoor media channel is an essential component of our campaign. The media
vehicle we have selected is public transit and consists of 8 max mural series, 6 max full
sides, and 300 michelangelo ceiling displays.
We strategically chose Portland’s public transit as a media vehicle because it goes di-rectly
to and from the Portland Children’s Museum. Additionally, we know that women
with children ages 2-5 are 43% more likely than men to be the primary household shopper
(Principle HH Shopper, 2014).
This makes transit an attractive outdoor media vehicle. Outdoor media will only be
used in the first two months (May and June) of our rollout phase to help support our
front-end load schedule. The transit media vehicle achieves the following:
- 285k target audience impressions
- 75 total rating points
- Reach of 19
- An average frequency of 4
Number of
Bonus Ads
Total
Number of
Ads
TA Impressions
per Ad
Total TA
Impressions
Light Rail
Exterior
6 / 4 weeks 1 - 1 - 95,000
Light Rail
Interior
300 / 4 weeks 1 - 1 - 95,000
Light Rail
Exterior: Max
Mural
8 / 4 weeks 1 - 1 - 95,000
Totals 3 3 285,000

14. The Right Cost
Budget Distribution + Impression Distribution + Media Cost Analysis

15. Campaign Media
Types
Total
Ads
Total TA
Impressions
Media Cost Analysis
TRP's Reach Frequency Cash Cost Value of
Multiplier
(Free Ads)
Total
Market
Value
CPM for
each
medium
(Cash)
CPM for
all medias
(Cash)
CPP for
each
medias
(Cash)
CPP for
each
medium
(Cash)
Outdoor 3 285,000 75 19 4 $81,600 - 81,600 $286.32 1088
Magazine 26 2,340,000 102 22 9 $19,164 4,168 23,332 $9.97 228.74
Radio 126 388,500 615 65 4 $31,000 1,550 32,550 $83.78 52.92
AdWords - 858,000 572 54 11 $18,236 - 18236 $21.25 31.88
Total 155 3,871,500 1364 90 15 $150,000 5718 155,718 - 401.32 1401.55
Roll Out
Outdoor 3 285,000 75 18 4 $81,600 - 81600 286.32 1088
Magazine 4 360,000 94 21 4 $5,954 - 5954 16.54 63.34
Radio 42 129,500 35 12 2 $10,850 - 10850 83.78 314.49
AdWords - 132,000 88 20 2 $2,805 - 2805 21.25 31.87
Total 49 906,500 292 55 5 $101,209 - 101,209 - 407.89 1497.70

16. Additional
Recommendations
Social Media + Public Relations

17. Additional Recommendations
Social Media Recommendations
Using social media is a simple, inexpen-sive
way to engage with the target audience.
Our target audience spends a great deal of
time online and are on the go. We recommend
re-vamping PCM’s social media outlets such
as Facebook, Twitter, and Youtube. By
engaging with the audience, offering
discounts, and updating the design aspects of
the social media sites to a simple chic, yet
playful look, this will build a loyal digital
following.
Public Relation Recommendations
Facebook
For Facebook we recommend more engagement
with PCM’s target audience with more activity such
as reposting images people took while they were
there recently. During slow periods of museum
visits, Facebook offers cost effective tools to target
very specific audiences. In addition, offering
discounts and promoting special events will drive
PCM’s Klout score up!
Twitter
PCM is doing an excellent job at keeping their Twit-ter
posting up to date, but they need more interac-tion
with users and use of hashtags. We recommend
creating a hashtag when an event or promotion is
going on.
YouTube
Portland Children’s Museum’s screen name on
youtube is, “pdxcm,” which is confusing for people
that do not know the abbreviations. We suggest
changing the name to @PortlandCM to make it
consistent with their Twitter handle. The Youtube
channel also lacks personality, we suggest adding
header images, logos, and connecting it with their
other social media outlets. We also suggest PCM to
post videos at least twice a month about events at
Portland Children’s Museum, to create buzz with
their target audience.
We recommend reaching out to local
television stations like Koin 6 or Katu 2 and
present them with a cross promotional deal,
outlining what we could offer them
(non-monetary) in exchange with a story
during one of their dayparts.
We think cross promotion is a great way
for us to gain additional impressions without
purchasing an expensive tv spot.