GATORADE COMM 3345: STRATEGIC MEDIA PLAN

COMPETITORS: Red bull: PowerAde: VitaminWater:

OBJECTIVES: Target females ages who engage in moderate to low intensity activities such as yoga, aerobics, and Zumba. Focus advertising in major metropolitan areas. Follow a continuity pattern to promote the idea of a consistently healthy lifestyle and the ways in which Gatorade can fit into the everyday lives of our audience. Focus advertising on Selena Gomez campaign. ·A budget of $10,000,000.

AUDIENCE: Colleges chosen for this campaign: The Ohio State University 27, 864 females (49% of total student population). New York University: 27, 663 females (63% of total student population). University of Chicago: 7,639 females (51% of total student population). University of Southern California 19,765 females (52% of total student population). Texas A&M University: 29,257 females (59% of total student population).

TIME: August 2014 – January 2015 Heightened advertising during: Back to School season – August New Year’s Resolution season – December

Singer and actress Selena Gomez. Presented in all of Gatorade’s advertisements. Will hold concerts at the college campuses we’ve chosen. SPOKESPERSON:

ADVERTISING STRATEGY: TV Magazine Billboard Transit Media Social Media College Campus Concerts

TELEVISION BUDGET: $7,330,800 Network TV: $1,450,000 Keeping Up With The Kardashians (E Network): $1,000,000 (20 commercials). Pretty Little Liars (ABC Family): $450,000 (9 commercials) Cable TV: $5,880,800 Glee (FOX): $2,136,000 (8 commercials) American Idol (FOX): $3,744,000 (8 commercials) All commercials will run for 30 seconds each.

MAGAZINE BUDGET: $ 1,903,000 Self: $525, (2 page) Advertisements Women’s Health: $430, (2 page) Advertisements Cosmo: $948, (1 page) Advertisement

BILLBOARD BUDGET: $375,000 Billboards will be within our geographic locations: (eHow) - The Ohio State University (Columbus, OH): $75,000 - New York University (New York, NY): $75,000 - University of Chicago (Chicago, IL): $75,000 - University of Southern California (Los Angeles, CA): $75,000 - Texas A&M University (College Station, TX): $75,000

TRANSIT MEDIA BUDGET: $375,000 Transit Media ads will be within our geographic locations: (eHow) - The Ohio State University (Columbus, OH): $75,000 - New York University (New York, NY): $75,000 - University of Chicago (Chicago, IL): $75,000 - University of Southern California (Los Angeles, CA): $75,000 - Texas A&M University (College Station, TX): $75,000

SOCIAL MEDIA BUDGET: $61,200 -Facebook: $20, ,000 clicks per month -Sponsored Ads -Links -Pictures -Twitter: $20, ,000 clicks per month -Sponsored Hash tags -Retweets -YouTube: $20, ,000 clicks per month -Ads before videos #GFit

TOTAL BUDGET: $10,000,000