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Smith’s Sports
Media Solution
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Agenda
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Goals & Objectives
Your Audience
Solutions
Our Commitment
What You Told Us
During our previous meeting on April 20th, you shared a wealth of information
about where you are now and your future goals. Here’s what I heard…
Where Your Business is Now
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#1 local sporting goods store in the market for mountain bikes.
Only location in the area for ski/snowboard tunings and custom boot fittings.
Recently introduced new line of cruiser bicycles.
Your Goals
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Increase mountain bike sales from 7 to 10 per month.
Increase awareness of ski/snowboard tuning services and boot fittings.
Increase sales of cruiser bikes from 6 to 10 per month.
The Right Audience
Geographies
Demographics
Behaviors
The Right Audience
Meet Chad:
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He enjoys mountain biking on the
weekends.
He reads the daily and Sunday
newspaper at least once a week.
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He spends more than 3 hours per day
on the internet at home and uses the
internet to do the following activities:
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His favorite section is the Business section.
Shop
Check the news and weather
Bank online
He prefers to shop at a locally owned
business over a national chain store
and he doesn’t mind paying more for
higher quality products.
Source: 2011 Ad-ology Audience Interests + Attitudes Study, Bicyclists
The Right Audience
Meet Mei Lei & daughter Soo Lin:
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They spend the weekends during the
summer at their house in Beach City.
Mei Lei gets her news from the daily
and Sunday newspaper.
She prefers to shop at locally owned
businesses.
She spends more than 3 hours each
day on the internet for personal use.
Source: *2011 Ad-ology Audience Interests + Attitudes Study, Bicyclists
The Right Audience
Meet Scott:
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He is a recreational snowboarder.
He is in his early 20’s.
He is not married.
He is likely to view a website from his
Smart Phone.
He spends more than 3 hours per day
on the internet at home and uses the
internet for the following activities:
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Check Sports Scores
Watch Videos
Check His Facebook Page
Online banking
He prefers to shop at a locally owned
business over a national chain store
and he doesn’t mind paying more for
higher quality products.
Source: *2011 Ad-ology Audience Interests + Attitudes Study, Skiers and Snowboarders.
The Right Audience
Meet Brad:
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Him and his wife enjoy their annual ski
vacation.
He spends more than 3 hours per day
on the internet at home.
He enjoys reading the local daily and
Sunday newspapers at least once a
week.
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His favorite section is the business/money
section.
He prefers to shop at a locally owned
business over a national chain store
and he doesn’t mind paying more for
higher quality products.
Source: *2011 Ad-ology Audience Interests + Attitudes Study, Skiers and Snowboarders.
Reaching The Right Audience
Geographies
Demographics
Behaviors
Your Creative Campaign
Three Campaigns Based on Your
Locations and Season:
• Mountain Bike Excursions
• “Cruise on Down”
• “We’re Ready for Winter,
Are You?”
Multi-Media Campaign
Smith’s
Sports
Smith’s
Sports
Yahoo! .com reaches
nearly 80% of the
Rochester
DMA
Reach local men. Over 200,000
unique visitors a year
from Rochester
Smith’s
Sports
Smith’s
Sports
The Democrat &
Chronicle Reaching
65% men in the
Rochester market
The #1 local media Web
site in Rochester
Multi-Media Campaign
Smith’s
Sports
Smith’s
Sports
Yahoo! .com reaches
nearly 80% of the
Rochester
DMA
Reach local moms. Over 250,000
unique visitors a year
from Rochester
Smith’s
Sports
Smith’s
Sports
The Democrat &
Chronicle Reaching
70% women in the
Rochester market
The #1 local media Web
site in Rochester
Reach The Right Audience All Day
Reads the
morning
paper
Checks
email
Reads about
tomorrow’s
weather
forecast
Checks
stocks on
Yahoo!
Finance
6am
9am
1pm
4pm
Goes online
to research
local happy
hours
6pm
The Media Plan: Apr.-Sept.
Campaign Dates: April 1 – Sept 31
Primary Audience: Men (25-44) & Women (25-44)
Placement
Democrat & Chronicle – Strip Ad
DemocratandChronicle.com – Skyscraper
Yahoo! Male Targeted – Large Box
Yahoo! Female Targeted – Large Box
Yahoo! Behavioral Targeted (Bikers) – Skyscraper
Metromix.com Run of Site – Large Box
Momslikeme.com Run of Site- Large Box
Total Impressions
500,000
Total Monthly Value
$8,500
Monthly Investment
$6,000
The Media Plan: Oct.-Mar.
Campaign Dates: October 1 – March 31
Primary Audience: Men (25-44)
Placement
Democrat & Chronicle– Strip Ad
DemocratandChronicle.com Male Targeted – Skyscraper
Yahoo! Male Targeted – Large Box
Yahoo! Behavioral Targeted (Skiers/Snowboarders) – Skyscraper
Metromix.com Run of Site – Large Box
Total Impressions
500,000
Total Monthly Value
$8,500
Monthly Investment
$6,000
Committed
Committed to
to Delivering
Delivering Results
Results
This proposal will help achieve your goals of
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Target men 25-45 with the right message at the right time
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Target affluent women with the right message at the right time
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Increase mountain bike and cruiser bike sales each month
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Increase awareness of ski/snowboard tuning and fitting services
D&C Media Group’s consultative approach will
ensure your campaign delivers the quality results
you’re seeking.
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Help with developing compelling creative
Review and optimize your campaign
placements monthly
Review monthly reports to verify you’re
seeing the results you need
With You Every Step of the Way
Sally Smith
Account Executive
Democrat & Chronicle Media Group
Phone: (123) 456-7890
Fax: (123) 123-4567
[email protected]