Donald J.

Trump for President

Make America Great Again

Iowa Media Plan

Prepared by: Emily Belloma

PLAN SUMMARY

Goal
Improve economy and the country as a whole.

Objective
Win the majority of states with high numbers of electoral votes.

Strategy
Persuade voters in Iowa to vote for Trump in November by proving he is the best candidate who
will get the most done in office.

Tactic
Run an advertising campaign as a last-chance effort to gain the majority vote in Iowa.

Demographic Target Timing

Adults 18 34 October 8 November 7, 2016

Geographic Target Medium

Des Moines DMA Digital Media

Reach: Frequency: CPM: CPP: Total Cost:

78.8 30.4 $11.24 $41.76 $99,800

Vehicles
General Sites/Ad Networks
Targeted Sites/Ad Networks
Video Networks
Publisher Video Sites
Social
Mobile

Optimum Benefit
This plan will reach the majority of adults ages 18 34 in the Des Moines area. This is the most
effective way to reach this demographic and convince them to vote for Trump on November 8.
TRUMP OVERVIEW

Donald Trump is a successful businessman who received the Republican Partys nomination for
the President of the United States in 2016. He is also an author and well known from his TV show,
The Apprentice. He selected Mike Pence, Governor of Indiana, to be his running mate.

Trump gained popularity by bringing up the issues involved with immigration in this presidential
campaign. His excessive media coverage has also impacted his popularity. He plans to pull the
country out of debt by renegotiating trade deals. His aggressive plans for defeating ISIS are also
one of his key positions. However, with this unique election year, many voters support Trump
simply because he is not Hillary Clinton.

Competition
Trumps biggest rival is Secretary Hillary Clinton, the Democratic Partys presidential nominee.
Trump criticizes Clintons ability to be Commander in Chief. This year there is another candidate
gaining support, Gary Johnson, who is the Libertarian Partys nominee. Jill Stein, who has not
received much media attention, is the Green Partys nominee.

Current Polls
The national polling average reported by The New York Times shows Clinton at 46% and Trump
at 40% (October 18, 2016).

In Iowa, the numbers are a little different showing that on average Trump is ahead of Clinton by
3.7 points. Iowa has six electoral votes up for grabs. The state is considered to be one of the key
states needed to win the presidency. To win, a candidate needs 270 electoral votes.

Clinton: 46%
Trump: 40% Trump: +3.7

Current Advertising Efforts

Trump hasnt aired as many TV ads compared to Hillary Clinton or her supporters. He is
starting to advertise more on TV now that Election Day is approaching. He allocated a lot
of his advertising budget to online media. He spent $8.4 million in July to purchase online
advertisements (Bloomberg Politics).
TARGET

Demographic
The target demographic for this campaign is Percent of U.S. Electorate
adults ages 18-34. Many voters in this age group
are undecided. Young adults tend to lean more
to the left, so it is crucial to this campaign to 12% Millennials
received the younger, undecided votes. This
demographic is known as Millennials. This 31% Baby Boomers
generation is now just slightly larger than the 25%
Baby Boomers generation, according to Pew Generation X
Research Center. Both generations are around 31%
31 percent of the voting-eligible population. Silent & Greatest
Millennials are tired of the status quo and want to
see change after this election.

Geographic
This campaign will focus on the Des Moines DMA. This is the most populous region in Iowa and
home to many young voters. This region includes Ames, home of Iowa State University. The
capital, Des Moines, is also home to multiple colleges and universities as well as young, working
adults.

Reach and Frequency

With a reach of 78.8 and a
frequency of 30.4, the majority of
the target demographic will see
the ad multiple times. If this were
any other type of media plan the
efficient frequency to be achieved
according to the Ostrow model
is 1.9. However, this is not a run-
of-the-mill campaign. This is a
presidential election and this is the
last chance to convince voters to
cast their ballot in favor of Donald
Trump on Election Day. Being
aggressive is essential.

Timing
This media campaign will run from October 8 November 7, 2016. This is a month before
Election Day, which is November 8. This is a crucial time for voters to see these ads. Established
Trump supporters will see the ads and feel solidified with their decision. However, the people
who are most crucial to reach during this period are the voters who are still undecided. Exposure
to these ads will persuade the undecided group to vote for Donald Trump, and not any of his
opponents. The intensity of these ads at this time will drive voters to the voting booth.
Consistency with Strategy
Historically, voters in younger age groups vote less than those in older age groups. However, this
election is different. A surprisingly high number in this demographic attended the Iowa Caucuses
this year. The turnout was so unexpected that some locations had to host their event outside
because there wasnt enough room for everyone to fit into one building. It is expected that
more of the younger generation will vote this year than in previous election years. The younger
demographic is not sitting back for this election; they are letting their voice be heard. This group
is crucial for Trump to achieve a win in Iowa. The plan to reach this demographic through online
media is the most efficient option.

According to MRI data, independents in this age category have a higher index for voter turnout
than those affiliated with a political party. Ages 18 34 have an index of 111 for voter turnout.
This is slightly higher than average, showing that independents in this age group are likely to
vote.

SINGLE MEDIUM

To reach the highest amount of voters ages 18 34, this will be an online campaign. Newspaper
readership is low for this demographic as well as TV viewership. This demographic consumes
media mainly through digital platforms.

It is important that this campaign reaches the independent voters. Data from MRI suggests that
people who classify as independents have an average index of about 100 for Internet usage. This
data supports that independent voters use the Internet and will be exposed to this campaign.

Indexes of Media Quintiles based on Poltical Parties

Media Quintile Independent Democratic Republican Other

Internet I (Heavy) 106 104 88 133
Internet II 109 105 108 105
Internet III 107 101 112 129
Internet IV 104 93 114 78
Internet V (Light) 73 97 79 55

Consistency with Strategy

The use of this medium is the best for this demographic. These ads will be playing on sites,
such as YouTube, where the viewer has to watch at least a few seconds of the ads. The viewer is
directly engaged with watching these types of ads and cannot ignore them. Using this medium
will generate 8.9 million impressions.
MEDIA VEHICLES

Vehicles Used
General Sites/Ad Networks
Targeted Sites/Ad Networks
Video Networks
Publisher Video Sites
Social
Mobile

Specific examples of these vehicles would be sites such as YouTube, Facebook, Instagram,
Spotify, Pandora, The Des Moines Register, etc.

Purchases
Vehicles Impressions (000) Efficiency Cost
General Sites/Ad Networks 1,000 29.5% $3,000
Targeted Sites/Ad Networks 1,000 49.6% $4,000
Video Networks 1,800 49.6% $23,400
Publisher Video Sites 1,800 90% $39,400
Social 1,500 75% $12,000
Mobile 1,800 75% $18,000
Total 8,900 N/A $99,800

Reach and Frequency

These media buys will reach a large portion of the demographic target audience in the Des
Moines DMA. Buying all these different vehicles for different prices based on efficiency will give
the campaign a reach of 78.8 and a frequency of 30.4.

Consistency with Strategy

These media buys for the specific vehicles were selected based on price and efficiency. The
more efficient the vehicle is, generally the more expensive it is. Although it is more expensive,
more impressions were bought for more efficient vehicles. This is a better use of the campaigns
money because they are more likely to reach the target audience. The lower efficiency vehicles
were also purchased to be sure the ads are not only running in a couple places. These buys will
guarantee members of the target audience to view advertisements for Donald Trump.
INDUSTRY TERMINOLOGY

Cost Per Point (CPP)

The cost of one gross rating point. This measures the efficiency of the media placements.

Cost Per Thousand (CPM)

How much an advertisement costs for every 1,000 impressions it generates. This also measures
efficiency.

DMA
Designate Market Area. Segments of an area clumped together for mass marketing.

Frequency
The amount of times a person in the target audience views an advertisement.

Index
A comparision of two proportions times 100. The average index rate is 100.

Reach
The percentage of the target audience that views the advertisement.