2015

MEDIA PLAN
TYRELLE SCHWEITZER
PAZLIE HAGEDORN

TABLE OF CONTENTS
INFLUENCING CONDITIONS 3
COMPETITION
TIMING

MARKET PROFILE

TARGET AUDIENCE

GEOGRAPHY STATEMENT

MEDIA PLAN TIME FRAME

Budget AND RECOMMENDATION

PLACED BASED MEDIA OPPORTUNITIES

MEDIA and Social Media OPPORTUNITIES

MEDIA OBJECTIVES

3
3
4
4
4
5
5
5
5

TARGET AUDIENCE

GEOGRAPHICAL COVERAGE
SCHEDULING
REACH/FREQUENCY

CREATIVE IMPLICATIONS

6
6
6
6
6

BUDGET

MEDIA STRATEGY

Overview 7
GUERILLA TACTICS
8

KEY SUMMER EVENTS
8

Budget Summary for Guerilla Marketing
8
SOCIAL MEDIA
9
Facebook
9

Twitter
9
Instagram
9
ONLINE DISPLAY ADVERTISING
10
RADIO ADVERTISING
11
OUT OF HOME
12
TELEVISION 13
MAGAZINES 14

Sioux Falls Women
14
NEWSPAPER 14

The Argus Leader
14

BUDGET SUMMARY

15

MEDIA FLOW CHART 16

INFLUENCING CONDITIONS
ASSIGNMENT STATEMENT

For this assignment we are developing a media plan for the University Center in Sioux Falls, SD. The budget
received for this campaign is $250,000. Our objective is to increase the leads and applications of Traditional and
Non-Traditional students within a 30 mile radius of Sioux Falls. The campaign for this project will start in May
and end in August.

UNIVERSITY CENTER OVERVIEW

The University Center offers degree programs from six South Dakota universities, providing the opportunity to
many non-traditional and adult learners to get a degree that fits their busy lifestyle, while staying in Sioux Falls.
University Center is strengthening the community by making it more convenient for adult learners to obtain their
degree from respected South Dakota universities, leading to lifelong learning and professional development.

COMPETITION

There are numerous of other educational opportunities to obtain a degree in the Sioux Falls area. The main
competitors is Southeast Technical Institute and the University of Sioux Falls. Both of which, provide a different
kind of secondary education. This is a great position for the University Center, because they present the perfect
option for adult learners who want more than a two year degree from STI, but dont want to pay the private school
price like USF.
Some of the other schools located in the Sioux Falls area are National American University, Globe University,
Augustana College, Kilian, University of Phoenix, and Colorado Technical Institute.

TIMING
April 13
Open
Registration

AUGUST 24
Confirmation
Deadline /
Fall Classes
Start

AUGUST 27
Last Day to
Add/Drop A
First 8 Week
Class

SEPTEMBER 3
Last Day to
Add/Drop
A Class

The campaign will begin with a brief awareness promotion that will run April to May. This will reach the
traditional students who are just finishing up high school and not sure where to go from there.
The second portion of the campaign is focusing on our primary target, the new non-trads. This campaign will run
June to August. Our main focus will be the end of July and August, when summer is ending and school is going
to begin soon. This is the prime-time for the new non-trads to make a last minute decision, that is close to home.

MARKET PROFILE

The market is competitive for Sioux Falls. There are eight competitive schools in the surrounding area. The Sioux
Falls area has found that 37% of people have looked at the University Center as a choice for furthering their
education. We are mainly focusing on nontraditional students within the Sioux Falls area plus a 30 mile radius.
Education and training programs are popular, as evidenced by nearly 10,000 adults attending one of the dozen
colleges, universities or technical institutes located in Sioux Falls.

TARGET AUDIENCE

Frederick Hess, from the Atlantic, found, Thirty-eight percent of those enrolled in higher education are over
the age of 25 and one-fourth are over the age of 30. The share of all students who are over age 25 is projected to
increase another twenty-three percent by 2019. The main target audience is the new non-trad student. They are
typically young mothers or women between the ages of 20 to 34. They are looking to grow professionally and want to
provide a better life for their family. They are use to juggling a busy schedule, but remain well put together. The
new non-trad students are focused, determined, and goal orientated. They are frequent shoppers at Target, Old
Navy, and Scheels.
The secondary target audience is the traditional students who seek higher education right away when they
graduate from high school. They are 17 to 19 years old. Statistics published by The Chronicle of Higher Education
say that 78% are individuals that enrolled in their own state institutions.

GEOGRAPHY STATEMENT

The University Center is located in Sioux Falls, SD, which has a population of 164,676. The towns located within
a 30 mile radius of Sioux Falls also have potential of reaching non-trads due to the ability to easily commute to
Sioux Falls.
The following are a list of surrounding towns:
Towns

Population

Brandon

9,532

Harrisburg

4,861

Tea

4,427

Dell Rapids

3,728

Canton

3,274

Hartford

2,926

Lennox

2,234

Garretson

1,216

Baltic

1,147

Centerville

886

Valley Springs

781

MEDIA PLAN TIME FRAME

The media plan will run from May to August. It will include television, newspapers, magazines, radio,
out-of-home, online display, social media, and guerilla tactics. The plan will emphasize on the digital platforms to
better reach the tech driven target audience.

Budget AND RECOMMENDATION

The budget for this campaign is $250,000. The campaign will take off in May and will finish in August. The
budget will be spent between radio ads, television ads, and creative implementations. The following represents the
breakdown of the budget.

Medium

% of Budget

Television

26%

Online Display

16.4%

Radio

16.1%

Social Media

16%

Guerilla

12%

Contingency

9.1%

Out-of-Home

3.1%

Newspaper

0.7%

Magazine

0.5%

PLACED BASED MEDIA OPPORTUNITIES

Sioux Falls has a population of 164,676, and is constantly growing. With this being said, it makes for many
opportunities to reach the target audience. Like many cities, Sioux Falls is the busiest during the summer. The
EmBe 5k, Race Against Breast Cancer, Color Vibe 5k, Slide the City, JazzFest, RibFest, Hot Harley Nights, Sioux
Empire Fair, 605 Summer Classic, Festival of Culture, and Food Truck Fridays are just a few of the key events that
take place during the summer. There are also many locations like the Sioux Empire Mall, public pools, parks, and
Wild Water West where the target audience can be reached. Guerilla tactics and other promotions will be used at
major events where both target audiences will be reached.

MEDIA and Social Media OPPORTUNITIES

The different media opportunities that will be utilized is Facebook, Twitter, Instagram, Keloland, Midcontinent
Cable and the use of beacons.
5

MEDIA OBJECTIVES
Development of the 2015 Enrollment University Center media plan
will be governed by the following media objectives:
TARGET AUDIENCE

Implement advertising towards potential students who will enroll in July and August before the fall semester
begins. The main focus is to reach young women who are classified as new non-trad students, between the ages
of 20-34 and live within a 30 mile radius of Sioux Falls, SD. These women are looking to grow professionally. Our
secondary target audience are students, both male and female, who just graduated from high school and havent
made up their mind as to where they want to go to school yet. They are between the ages of 17-19 and currently
live in the Sioux Falls area.

GEOGRAPHICAL COVERAGE

Engage the potential target audience within a 30-mile radius of Sioux Falls, SD to commute to the University
Center, and take classes starting in the Fall of 2015.

SCHEDULING

Raise awareness of the University Center through repetition of advertising and continuity. The scheduling will
support the pressure period of enrolling among the secondary audience in the months of April and May, and then
for the remaining duration of the campaign it will focus on the primary audience, leading up to the start of classes
in August.

REACH/FREQUENCY

Achieve reach goals for three key periods:

Introduction
Sustaining
Final Push

85% Reach

3 Average Frequency

75% Reach

2 Average Frequency

90% Reach

3 Average Frequency

There will be heavy scheduling from the end of April to early May, and the end of July to the end of August. Light
scheduling will be implemented during the end of May to the beginning of July. The schedule will run during the
five months leading up to August classes. We are trying to obtain a higher reach among the target audience.

CREATIVE IMPLICATIONS

Adapt to the trends of the target audience by reaching them through the many social media platforms they use,
and take a more digital approach to this campaign. By using guerilla marketing at key events throughout Sioux
Falls, we will be able to capture the attention of our target audinece before our main event at the end of the summer.

BUDGET

Maintain the budget of $250,000 by creatively distributing it across different mediums to effectively reach the
target audience.
6

MEDIA STRATEGY
Overview

By using a mix of guerilla, out of home, radio, television, magazines, newspaper, online and social media, we will
inform the public about the University Center. Throughout this six month campaign we will reach a variety of
people in, and around Sioux Falls. This includes our target audiences of women ages 20-34 and traditional students
17-19. Our advertisements start in April when students may be thinking about their future college plans, and they
continue throughout the summer. Our advertisements are heaviest during the months of July and August when
our primary and secondary audiences will be thinking about school starting in August. Throughout the summer
University Center will have booths set up at various events around Sioux Falls such as at JazzFest and at the Sioux
Empire Fair. These events will help gain awareness of the University Center and will help the audience think about
their future plans with University Center. On page 16 you can find the complete schedule of our media plan.
Media
Guerilla
Misc.

Notes

Cost

Coozies, sunglasses, mocktails,

signs, event costs, etc.

Social Media
Facebook
Twitter

Television
Cable-Bravo
Cable-TBS
Cable-MTV
Cable-ABC Family
Cable-E! News
Cable-ABC
Network-Early Morning
Network-Prime Time
Network-Late Fringe

$20,000
$20,000
$40,000

2 Digital Billboards- 3 Flights Each

Total for Medium

$7,800
$7,800

Magazines
Sioux Falls Woman
etc. for her
Online Display
KELOLAND
Argus Leader
Google Search
Radio
KTWB (92.5)
KKLS (104.7)
KIKN (100.5)
Pandora
Spotify

60 units of 30 secs
60 units of 30 secs
120 units of 30 secs
120 units of 30 secs
60 units of 30 secs
90 units of 30 secs
120 GRPS
120 GRPS
120 GRPS
Total for Medium
1/6 Page ad
1/4 quarter page
Total for Medium

TOTAL:

June
8 15 22 29

July
6 13 20 27

August
3 10 17 24 31

September
7 14 21 28

$5,400
$5,400
$10,800
$10,800
$5,400
$8,100
$4,440
$5,640
$9,000
$64,980
$870
$450
$1,320

Standard Display Ad
Standard Display Ad
Ad Words
Total for Medium

$7,500
$13,500
$20,000
$41,000

60 sec spot (10am-3pm, 3pm-7pm

60 sec spot (10am-3pm, 3pm-7pm
60 sec spot (10am-3pm, 3pm-7pm
Audio Everywhere Package
Standard Advertising
Total for Medium

$10,720
$6,240
$6,240
$7,645
$9,410
$40,255

Newspaper
Argus Leader Sunday Paper 3x6 (Part of Flight Plan)
Argus Leader Daily
3x6 (Part of Flight Plan)
Community Paper
3x6 (Part of Flight Plan)
Total for Medium
Contingency
Additional Cost

May
4 11 18 25

$30,000

19,100
45,900
Total for Medium

Out of Home
Billboards

April
6 13 20 27

$1,764
$22,881
$250,000.0

GUERILLA TACTICS

Nice weather and numerous of events during the summer, make it the perfect time to engage the target audience
with strategic guerilla marketing tactics. Guerilla marketing is the perfect way to reach the large crowds and make
an impact at a low cost. It catches the attention of the target audience due to the high energy, innovative and unconventional strategy used.

KEY SUMMER EVENTS

The media plan focuses on the use of different guerilla tactics at many of the main events that take place in Sioux
Falls during the summer. Many of these events draw in large audiences every year, and some of the events are new
to the area this summer. We looked at events that would bring in diverse crowds, but still reach the specified target
audience. Reaching the different interests of our target audience will help our guerilla tactics remain fresh and
engaging. Beacons will also be used to draw the target audience to the events we are planning to implement our
guerilla tactics at. Many events in the area were observed, but felt that the following events will give us the highest
reach:

Event

Date

EmBe 5k Community Run

RibFest
Festival of Cultures
605 Summer Classic Beer & Music Festival
Slide the City
Hot Harley Nights July 9- July 12
JazzFest
Sioux Empire Fair
Color Vibe 5k

May 2
May 28-31
June 13
June 19
June 27
July 9- July 12
July 16-18
July 31- August 9
August 22

These events, are events that people within the 30 mile radius around Sioux Falls will attend. Our guerilla tactics
are based off a scavenger hunt. University Center will be represented at all of these events passing out sunglasses,
coozies, and mocktails. IPads will be available to take a quiz that will help them determine the degree that best
fits their interests. We will encourage the consumers to take a selfie holding a sign that shows the degree that was
chosen for them through the quiz. They will then need to post the selfie on the social media platforms they utilize
with the hashtags, #UniversityCenter and #FoundMyDegree. After the picture is posted, University Center will
then send them a link where they can enter a chance to win free textbooks for a year. The target audience has an
additional chance to enter every time they find University Center at one of these events.

Budget Summary for Guerilla Marketing

The budget for the guerilla tactics is $20,000 to include the costs of the sunglasses, coozies, mocktails, signs,
traveling to events, paying for the employees time, the use of beacons and also covers the cost of having a
booth set up at all of the events. If any extra money remains it should be allocated towards Facebook and
Twitter advertisements.

SOCIAL MEDIA

Digital and social media platforms are the new ways people are getting their news. By staying up to date on
social media, a business can stay relevant in an ever changing world. We will use social media to build anticipation
among our target audience. They will follow our social media platforms to find out where our tiki bar will show up
next. By tieing in our guerilla marketing, we can build excitement before each event.
We will use Facebook, Twitter and Instagram to promote our events throughout the summer. Followers will see
what we are offering at the events and will want to come find the booth. Social media will be the awareness tool
used to show our #FoundMyDegree hunt throughout Sioux Falls.

Facebook

Facebook is a great platform for targeting women between the ages of 20-34.
This goes great with our target audience, and we will be able to direct our ads
towards these women. Facebook had 159,415,132 unique visitors that visit
the site at least once a month in February 2015. Ad manager makes it easy to
monitor your promotions, and we will be able to raise awareness about the
events. Facebook also allows brand engagement with the customer, so we
will be able to answer any questions and comments the prospective students
may have.

Twitter

Twitter creates awareness among the community, and makes it easy to

engage customers. There are less ads on Twitter than on Facebook, so
customers are more likely to view these ads. Twitter would focus on our secondary
audience, those traditional students who seek higher education right away when
they graduate from high school. They are between the ages of 17-19. Twitter
had 78,706,425 unique visitors that visit the site at least once a month from
February 2015.

Instagram

Instagram will be used to share our hashtag, #FoundMyDegree. Prospective

students will receive University Center gear, and information at our events
throughout summer. After completing a quiz determining their best career
fit, they will be encouraged to share a photo with their degree. Instagram is a
good platform to share photos and hashtags, and it will gain awareness among
their followers.

Social Network
Facebook
Twitter

Budget
$5,000 per month
$5,000 per month

Social Media Schedule

Time Frame
April - Mid September
April - Mid September

Potential Reach
80,000
80,000

Total Cost
$20,000
$20,000

ONLINE DISPLAY ADVERTISING

Today, everyone is becoming more tech driven, and not relying on traditional mediums to find more information
about what is going on around around them. Information needs to be accessed within a click of a button. That
is why it is important to have online displays advertisements on Keloland and The Argus Leader, both of these
websites are main hubs of information for all the events that take place in the Sioux Falls area. The Argus Leader
reaches over half of the adults in Sioux Falls each month, and reaches 65% of young professionals. Viewers spend
more time on Argus when compared to other competitive websites in the area. However, advertising on Kelolands
website should still be utilized. Keloland.com is the most visited website in the entire state with an average of
800,000 unique monthly visitors. This will help reach the target audience that is located within the 30 mile radius
of Sioux Falls. Google is the main and largest search destination online, and will benefit the University Center to
utilize Google Adwords to create better search results.
A standard display advertisement on the Keloland website would be a great way to reach a large spectrum of
the target audience. It should run for the months of June, July and August. Heavier advertising should be used
during the months of July and August to help push for a higher enrollment rate at the University Center. At a
cost of $5 CPM the budget would allow for 100,000 impressions per month and the total cost would be $1,500.
Advertising on the Argus Leader website should also be done. The ads would run within the same time frame of
the Keloland advertisements and use the same strategy as well. At a cost of $9 CPM we recommend purchasing
100,00 impressions per month. The total cost will be $2,700. Using Google Adwords and the keyword planner, an
ad group will be featured in Googles search results, depending on the keywords being search, and direct the target
audience towards University Centers learning opportunities.

Website
Keloland
Argus Leader
Google Adwords

CPM
$5
$9
$1+ Bid

Online Display Media Schedule

Impressions/ Month
Cost per Month Months
500,000
500,000
500,000

$2,500
$4,500
$5,000

June-August
June-August
June-September

Total Cost
$7,500
$13,500
$20,000

10

RADIO ADVERTISING

Today, everyone is always on the go, and still listen to the radio. Consumers actually listen to radio at all hours of
the day. Of adults 18-34, radio reaches 93.3% of that demographic. Between the hours of 6am and 10am the reach
is at 72.2%, is 83.2% between the hours of 3pm and 7pm. Advertising on 92.5, 104.7, and 100.5 will be beneficial
to the University Center and reaches the target audience. This selection of radio stations, features many genres of
music that interests the selected demographic, all of which target the 18-54 age group. All of these stations will
reach commuters within the 30 mile radius of Sioux Falls.

STATION

COST PER AD

92.5
100.1
104.7

STATION

RADIO MEDIA SCHEDULE

# of ADS TIME FRAME
PER WEEK
$67
$39
$39

July-August
July-August
July-August

Digital RADIO MEDIA SCHEDULE

IMPRESSIONS
TIME FRAME

CPM

Pandora
Spotify

20 Ads
20 Ads
20 Ads

Total Cost

$15.29
$18.82

500,000
500,000

$10,720
$6,240
$6,240

Total Cost
April-May
April-May

$7,645
$9,410

We recommend running 20 ads a week on 92.5, 104.7, and 100.5 between 10 am and 7 pm to reach the specific
target audience and get a large reach. More importantly, this radio schedule will cause for high frequency as well.
The radio ads will only run in July and August to really push for students to enroll at the University Center. During
these months, people are traveling for the Fourth of July and also trying to enjoy the last bit of summer they have
left. People are moving towards listening to digital radio, so utilizing their advertising platforms and radio spots
will be beneficial to this campaign. These ads will run April through May to reach the younger spectrum of the
target audience, and this is the time they are trying to figure out the next step in their lives.

RADIoS WEEKLY REACH

RADIoS DAILY REACH BY DAYPART

11

OUT OF HOME

The events that the University Center will have a booth set up at this summer, will already be doing plenty of
advertising. This scavenger hunt themed campaign, is based mainly off of digital advertising, word of mouth,
and potential reached gained by sharing on various social media platforms. There is a lot of traveling that takes
place during the summer months, especially to these events, but University Center will only utilize out-of-home
advertising between the months of July and September. These months were chosen because this is when people are
starting to think about school, whether it is because their children are going back to school, or because they are
starting to contemplate on what they should do. Also, the Sioux Empire Fair takes place the first week of August,
which means there will be an increase of traffic. One of the digital billboards we suggest is by the fairgrounds.The
billboards will feature the selfies that have been collected throughout the previous events. The copy will read, I
Have Found My Degree, Have You? and will have the University Center logo along with the #FoundMyDegree.
We chose the following billboards due to their high reach and they are located in high traffic areas:
We recommend placing an ad on the Lamar Empire Mall digital billboard. This sign receives 31,000 daily views
and 868,000 views per flight. This billboard will be facing the West, and will be seen by oncoming traffic from
residents in Sioux Falls and surrounding towns. The billboard will be used between the months of July and
September. Three flights will be purchased at $1,300 each for a total cost of $3,900. The second digital billboard we
suggest is located by the Lamar Fairgrounds and is facing the East. Daily, this billboard is viewed 35,000 times and
receives 980,000 views per flight. The same strategy and cost will be used for this billboard as well.

Placement
Empire Mall-41st St.
Fairgrouds-W. 12th & Lyons

Out-of-Home Media Costs

Time Frame
Cost
July-Sept.
July-Sept.

$3,900
$3,900

TOTAL POTENTIAL VIEWS

868,000
980,000

12

TELEVISION

In 2012, it was found that 97.1% of households in the U.S. have a television. Whether it is from a local provider
or streamed online, watching TV shows still holds an everyday presence in most households. In the Sioux Falls
DMA 262,520 households have televisions in their homes. It would be beneficial to advertise during early morning
because 10% of adults watch television from 6am-7am and 9% watch between 7am-9am. The non-trads will be
getting up around this time to get ready for their job, or getting their children up for school. Primetime and late
night would also be great times to advertise for the University Center as well. 43.8% of adults watch television from
7pm - 10pm. With our mix of early and late morning, we will be able to target people with different schedules. In
addition, from a cost standpoint, early morning is a relatively low CPP ($37). On the other hand, late news is more
expensive ($75). However, this daypart has potential for high ratings (up to 12.6).

Cable TELEVISION Media Schedule

ApRIL
MAY
JUNE
JULY
AuGUST
Cable TV
# Of Units Flight Cost # Of Units Flight Cost # Of Units Flight Cost # Of Units Flight Cost # Of Units Flight Cost
Bravo
30
$900
30
$900
TBS
30
30
MTV
30
$900
30
$900
30
$900
30
$900
ABC Family
30
$900
30
$900
30
$900
30
$900
E! News
30
30
ABC
30
$900
30
$900
30
$900
60
$1,800
90
$2,700
30
$900
180
$3,600
150
$2,700
Total:
We also recommend advertising on the cable television channels TLC and ABC Family. These stations are offered
in the cities we are targeting. 22.3% of adults watch TLC and with an index of 116, adults 25-54 are more likely to
watch TLC than adults in general. 31% watch TBS. The index for this station is 107, again meaning they are more
likely to watch this channel than adults in general. The primary audience for ABC Family is women 20-34. ABC
Family has one of the best audience profiles in television. ABC women viewers have a median age of 29, which is
in the middle of our target audience. We are strategically scheduling on ABC during the months of May and July
since this is when the new season of The Bachelorette will air and hoping to reach the New Non-Trads.

NETWORK TELEVISION Media Schedule

NETWORK DAYPARt ANALYSIS
Early Morning
Prime Time
Late Fringe
Total:

GRPs
20
20
20
60

ApRIL
MAY
JUNE
JULY
AuGUST
Flight Cost GRps Flight Cost grps Flight Cost grps Flight Cost grps Flight Cost
$740 30
$1,110
30
$1,110 40
$1,480
$950 30
$1,410
30
$1,410 40
$1,880
$750 30
$2,250
30
$2,250 40
$3,000
$3,180 90
$4,770
90
$4,770 120
$6,360

For network television we recommend purchasing 30 GRPs for the Early Morning and 30 GRPs for the late news
dayparts per month. The cost per month will be $1,110.00 (37 CPP) for Early Morning and $2,250.00 (75 CPP) for
Late News. The total cost per month will be $3,360.00. The months that we recommend advertising with network
television are April, June, and September. The total cost for network television for three months will be $10,080.00.
For cable television we recommend purchasing 30 units at a cost of $30 per unit for both TLC and TBS. The
cost per station per month will be $900. So, the overall cost per month for both TLC and TBS will be $1,800. We
recommend purchasing these units for April, June and September. A three month total for cable tv will add
up to $5,400.
13

MAGAZINES

Magazines are very prevalent in Sioux Falls and there are different magazines for each target market. Many of the
events we will be involved with this summer will be advertised in these various magazines. We will place ads in
Sioux Falls Woman, focusing on our primary audience, women between the ages of 20 to 34. Magazines are also
reading materials that can stay with the consumer for months. Our prospective students could view the magazine
ad many times, and they will remember the ad.

Sioux Falls Women

We recommend placing an ad in Sioux Falls Woman for the May/June issue, and the June/July issue. Our target
audience of women 20-34 years old will be reading these issues during their free time throughout the summer.
During June/July, our target audience may be deciding on their fall plans for school. We recommend a 1/6 page for
both issues presenting the #FoundMyDegree events taking place throughout the summer.

Magazine

Size of AD

Sioux Falls Woman

ect. for her

Magazine Media Schedule

Cost
Time Frame
1/6 page
1/4 page

$870
$450

June/July Issue, August/September Issue

April Issue , May Issue

NEWSPAPER

Newspapers are a good way to localize advertisements, and to focus on a specific community. Newspapers help
residents stay up to date with their community, and it is a good way to find out what events are going on in Sioux
Falls.

The Argus Leader

We recommend placing an advertisement in the Argus Leader. Events such as JazzFest and the marathon races
will be promoted in the Argus Leader, so we can have an ad about our #FoundMyDegree booth at these events.
The Argus Leader reaches 73% of all women 25-54, which covers a majority of our target audience, women 20-34.
We recommend the flight plan, this plan runs one Sunday, 3 week days, and in community publications. The
Sunday paper has a circulation of 50,324 and the Argus Leader Daily has a circulation of 32,527. This plan
reaches 60% of area adults each week. This package has an incredible value compared to other advertising options
with the Argus Leader. We recommend the flight plan that runs every Sunday, 3 days a week and in community
publications. The Sunday paper has a circulation of 50,324. We will place ads in the Argus Leader during the
month of August.

Size of Ad
3x6
3x6
3x6

TOTAL COST

Newspaper Media Schedule

Placement
Time Frame
Sunday Paper
Argus Leader Daily
Community Paper

August
August
August
$1,764

14

BUDGET SUMMARY
The budget established for this campaign is $250,000.
It has been distributed among the proposed
mediums to the right. Digital is the main focus
of this campaign. However, a large portion of the
budget is allocated to television and radio as well. This
strategic media plan aims to make the most of each dollar.
Television, magazine, radio, online display,
out-of-home, social media and newspaper are fixed
costs. The guerilla marketing tactics and the amount
set aside for contingency allow for some flexibility
in the budget. Any additional dollars should be put
towards the digital efforts of the campaign to help
drive enrollment among our target audience.
According to this budget, 35% of the budget will be
spent in April and May to create awareness among
the Trads, seniors in high school, who might be
graduating from high school and need to start
making plans for the fall. During June, 20% of the
budget will be spent, and will mostly be guerilla
marketing and digital efforts to attract the target
audience to the many events the University Center
will be at this summer. The final push will be in July,
August, and the beginning of September, with 45% of
the budget being spent. This portion of the plan will
be targeting the New Non-Trads to enroll.
The final flow chart can be viewed on the following
page. This chart lays out every aspect of the proposed
media plan.

Media
Guerilla
Misc.

Notes
Coozies, sunglasses, mocktails,
signs, event costs, etc.

Social Media
Facebook
Twitter

Television
Cable-Bravo
Cable-TBS
Cable-MTV
Cable-ABC Family
Cable-E! News
Cable-ABC
Network-Early Morning
Network-Prime Time
Network-Late Fringe
Magazines
Sioux Falls Woman
etc. for her
Online Display
KELOLAND
Argus Leader
Google Search
Radio
KTWB (92.5)
KKLS (104.7)
KIKN (100.5)
Pandora
Spotify

$20,000
$20,000
$40,000

2 Digital Billboards- 3 Flights Each

Total for Medium

$7,800
$7,800

60 units of 30 secs
60 units of 30 secs
120 units of 30 secs
120 units of 30 secs
60 units of 30 secs
90 units of 30 secs
120 GRPS
120 GRPS
120 GRPS
Total for Medium
1/6 Page ad
1/4 quarter page
Total for Medium

$5,400
$5,400
$10,800
$10,800
$5,400
$8,100
$4,440
$5,640
$9,000
$64,980
$870
$450
$1,320

Standard Display Ad
Standard Display Ad
Ad Words
Total for Medium

$7,500
$13,500
$20,000
$41,000

60 sec spot (10am-3pm, 3pm-7pm

60 sec spot (10am-3pm, 3pm-7pm
60 sec spot (10am-3pm, 3pm-7pm
Audio Everywhere Package
Standard Advertising
Total for Medium

$10,720
$6,240
$6,240
$7,645
$9,410
$40,255

Newspaper
Argus Leader Sunday Paper 3x6 (Part of Flight Plan)
Argus Leader Daily
3x6 (Part of Flight Plan)
Community Paper
3x6 (Part of Flight Plan)
Total for Medium
Contingency
Additional Cost
TOTAL:

$30,000

19,100
45,900
Total for Medium

Out of Home
Billboards

A
6 13

Cost

$1,764
$22,881
$250,000.0

15

MEDIA FLOW CHART

Media
Guerilla
Misc.

Notes
Coozies, sunglasses, mocktails,
signs, event costs, etc.

Social Media
Facebook
19,100
Twitter
45,900
Total for Medium
Out of Home
Billboards
2 Digital Billboards- 3 Flights Each
Total for Medium
Television
Cable-Bravo
60 units of 30 secs
Cable-TBS
60 units of 30 secs
Cable-MTV
120 units of 30 secs
Cable-ABC Family
120 units of 30 secs
Cable-E! News
60 units of 30 secs
Cable-ABC
90 units of 30 secs
Network-Early Morning
120 GRPS
Network-Prime Time
120 GRPS
Network-Late Fringe
120 GRPS
Total for Medium
Magazines
Sioux Falls Woman
1/6 Page ad
etc. for her
1/4 quarter page
Total for Medium
Online Display
KELOLAND
Standard Display Ad
Argus Leader
Standard Display Ad
Google Search
Ad Words
Total for Medium
Radio
KTWB (92.5)
60 sec spot (10am-3pm, 3pm-7pm
KKLS (104.7)
60 sec spot (10am-3pm, 3pm-7pm
KIKN (100.5)
60 sec spot (10am-3pm, 3pm-7pm
Pandora
Audio Everywhere Package
Spotify
Standard Advertising
Total for Medium
Newspaper
Argus Leader Sunday Paper 3x6 (Part of Flight Plan)
Argus Leader Daily
3x6 (Part of Flight Plan)
Community Paper
3x6 (Part of Flight Plan)
Total for Medium
Contingency
Additional Cost
TOTAL:

Cost

$30,000

$20,000
$20,000
$40,000
$7,800
$7,800
$5,400
$5,400
$10,800
$10,800
$5,400
$8,100
$4,440
$5,640
$9,000
$64,980
$870
$450
$1,320
$7,500
$13,500
$20,000
$41,000
$10,720
$6,240
$6,240
$7,645
$9,410
$40,255

$1,764
$22,881
$250,000.0

April
6 13 20 27

May
4 11 18 25
1

June
8 15 22 29

July
6 13 20 27

August
3 10 17 24 31

September
7 14 21 28

16