OUR TASK: Create an effective media plan for our selected client, Columbia Sportswear Company, through the use of research and analytics.
The Approach:
Through research, my team and I were able to analyze Columbia's competitors, target markets, and geographic markets all semester to create a functional media buy with our allocated budget.
- SOV and Media Mix charts
- CDI & BDI scores
- Demographic and Psychographic Indexes
- Recommended positioning and Media strategy
- Flowcharts
- Goals (National and Spot)
- Ad Scheduling
Our Media Buy:
With our 20 million dollar budget, we were able to reach our frequency and reach goals with approximately a one million dollar surplus that we recommend allocating to outdoor advertisement.
This project what separated onto four reports throughout the semester which was then all combined into one presentation.
Phase 1: Competitive Analysis
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In our competitive analysis report, we created Share of Voice and Media Mix comparing Columbia with its top competitors in the sports outerwear industry including Patagonia, North Face, REI and Eddie Bauer.
Our Share of Voice and Media Mix tables gives an insight on Columbia's ad positioning compared to its competition.
Phase 2: Target Market Analysis
We explored three different target markets before we selected the audience Columbia's advertisements should target.
From Left to Right: The Influencer, The Older Millennial, and The Outdoorsman
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Through the use of analytics we were able to provide indexes according to our target markets demographics and psychographics.
Our Target Audience:
The Older Millennial
This audience is the down-to-earth outdoorsman who enjoys any time they can get with nature. With a loving family, this target market will be sure to promote their healthy lifestyles onto their loved ones. And with a steady income, Columbia will be the place they will want to get their outerwear from.
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Phase 3: Geographic Market Analysis
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With our variables we were able to decide to target the Southern region with its high BDI and lower CDI scores.
We chose this region because although its CDI score isn't as high, it's BDI score is meaning this region is in need for our products. We want to heavy up advertising to make sure we are the first thing consumers think about when buying something from our category.
CDI: 97 BDI: 109
Phase 4: Media Buy
With our target and geographic markets set, we are able to continue with our media buy.
Our top eight markets included four of those in Texas, and made up 9.69% of US Households.
We decided to go with a pulsing schedule, as pulsing would allow Columbia to remain top of mind year round, and even more so during times when consumers are most interested in the category and more likely to make a purchase.
We created our media buy's Goal Sheets, Flowcharts, Monthly Details, and Vehicles which all reached our desired target audience of The Older Millennial.
Year at a Glance:
Our Year at a Glance chart shows our media plan hitting our Reach and Frequency goals while staying under budget and having a left over balance of available GRPs. With this effective media buy, we are able to hit are target audience, and allocate our remaining budget to OOH advertisements to further our goals.
I completed this semester project during my Media Planning class my Spring 2021 semester at Texas State University alongside my four group members.
My Role: Strategist, Media Buyer, Deck Flow + Presentation