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BULLFROG MEDIA PLAN
This media plan was designed for the client BullFrog Sunscreen as a advertising media strategy course project. After being provided a budget, our team conducted a thorough analysis of the client, competitors, and consumers in order to develop effective strategies and tactics to meet the client's objectives.
The main goal of this project was to provide a rationale for our team's recommended national and spot media buys. The success of the plan was measured by evaluating whether our reach and frequency objectives were met while staying within the budget. It was also essential that geographical considerations were taken into account in order to ensure our team's spot buys would be efficient.
The process
Understanding the strengths and weaknesses of our client in relation to the industry was the first step in deciding what media buys would be the most effective. We this information in mind, next looked at our primary and secondary competitors and created a comparative analysis. This allowed us to gain an understanding of who dominates share of voice in certain media categories. Our next step before developing a set of objectives was to research BullFrog's current and potential consumer base. Once we had derived objectives from our research, we made recommendations to the client regarding media strategies and tactics. A final budget evaluation concluded this media plan.
Industry Overview
CLIENT ANd competitor analysis
Consumer analysis
Objectives
Strategies
Tactics
Budget Evaluation
SPOT MARKETS
Selected based on Brand Development Index (BDI) and Category Development Index (CDI) region statistics.
recommendations
SUGGESTED NATIONAL MEDIA
Internet Display (General Sites and Social Media)
Magazine (General Interest)
SUGGESTED Spot MEDIA
Internet Display (General Sites and Social Media)
Outdoor (Billboard)
the media plan
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The design
I designed all of the media plan pages using Adobe Illustrator. In order to maintain the brand's visual identity, I incorporated shades of BullFrog's signature green color and included complementary shades of grey to maintain a professional image. I chose simple yet bold typefaces that are easy to read and that also reinforce BullFrog's image. The video below provides a brief timelapse of my process in designing the pages.
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