This document provides a media recommendation for promoting the Shinola brand in Saudi Arabia. It identifies the target audience as classic youth ages 28-40 in Jeddah who are active on social media. The objectives are to build brand awareness and acquire new customers in the Saudi market. A strategy uses hashtags on social media along with celebrity endorsements, radio, billboards, magazines, and online newspapers. Specific placement recommendations and budgets are outlined for each media channel totaling nearly 3 million Saudi Riyals.
This document provides a media recommendation for promoting the Shinola brand in Saudi Arabia. It identifies the target audience as classic youth ages 28-40 in Jeddah who are active on social media. The objectives are to build brand awareness and acquire new customers in the Saudi market. A strategy uses hashtags on social media along with celebrity endorsements, radio, billboards, magazines, and online newspapers. Specific placement recommendations and budgets are outlined for each media channel totaling nearly 3 million Saudi Riyals.
This document provides a media recommendation for promoting the Shinola brand in Saudi Arabia. It identifies the target audience as classic youth ages 28-40 in Jeddah who are active on social media. The objectives are to build brand awareness and acquire new customers in the Saudi market. A strategy uses hashtags on social media along with celebrity endorsements, radio, billboards, magazines, and online newspapers. Specific placement recommendations and budgets are outlined for each media channel totaling nearly 3 million Saudi Riyals.
This document provides a media recommendation for promoting the Shinola brand in Saudi Arabia. It identifies the target audience as classic youth ages 28-40 in Jeddah who are active on social media. The objectives are to build brand awareness and acquire new customers in the Saudi market. A strategy uses hashtags on social media along with celebrity endorsements, radio, billboards, magazines, and online newspapers. Specific placement recommendations and budgets are outlined for each media channel totaling nearly 3 million Saudi Riyals.
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 21
UNIVERSITY OF BUSINESS TECHNOLOGY
College of Advertising Media Planning and Buying ACOM 302
Instructor Name: Maram Alsehli
Student Name: Adella Al Amoudi Bshair Saleh Rana Shaiban
Final Project: Media Recommendation (SHINOLA)
Date of Project: 20/12/2015
Agenda
Shinola Background Target Audience Profile Parameters Objectives Strategy Media Recommendation Summary Media Strategies Per Partner Media Flow Budget Summary References
Shinola background
Shinola first started as a shoe polish brand
(Shinola, 2013) The all-American brand has officially started in 2013 in Detroit with an ambition to save elements of the American industry, and to create a new American brand. They chose Detroit to build the factory in an old location, for the people to be interested in their American made watches. Shinola is trio-brand, where it produces Shinola watches, bicycles, and even bags. They build products with the highest quality standards. Their products can be found in retail stores, online, and in the opening soon Shinola store (Adams, A. 2013)
Target Audience (Classic Youth)
Demographic:
Males and Females
Age: 28 40 Single or Married Middle and high income Well educated - workers
Psychographic: Mature Fit They care about their style. Being big and successful is one of their dreams. Type of adventures they like to do: Travel, go to the beach, and riding bikes
Target Audience (Classic Youth)
Purchase habits: They like to shop in the old way. Mostly like classic style. They prefer to shop from Stars Avenue, Bulevard, and AlKhayat. They like buying gifts.
Media habits: Check the news online. They have account in the known social media platforms, Instagram, Facebook, and Twitter and they are active on it. Having the latest TVs. They like watching series and programs online, apple TV, shahid.net.
Geographic: Jeddah - KSA
Choosing the target audience based on:
Parameters
Persona
Market
Time
Budget
(Khalid)
(Jeddah/Saudi Arabia)
(Eid 2016)
(3.000.000)
Objectives
To build brand awareness in the
Saudi market. To have new customers, that may leads to loyal bonds. To get involved with the Saudi market community.
Strategies By creating hash tags on social media. #Welcome_Shinola #Finally_Shinola By advertising on billboards (indoors, and outdoors). By publishing posters on magazines, social media, and online newspaper. By advertising on radio. By having celebrity involvement.
Media Recommendation Summary
Media Strategies
Social Media (Paid / Owned ):
Choosing the Social Media based on the media habits of our target. ( They are active on the social media and they prefer to be updated with the latest news through it).
Placement:
Instagram/ Twitter/ Facebook
Total Budget:
880,000 SR
Media Strategies
Instagram: (Paid advertising)
Impressions: Budget:
3,750,000
180,000 SR
Twitter: (Paid advertising / 200,000 SR ) (Promoted Trends for 2 Days / 400,000 SR)
Impressions: Budget:
4,166,666
600,000 SR
Facebook: (Paid advertising)
Impressions: Budget:
2,083,333
100,000 SR
Media Strategies
Celebrity endorsement: Using the celebrities is the best way to reach the costumers an to get involved with them.
Placement:
(Twitter / Instagram) / (Ascia AKF& Feras
Bogna)
Number of post: ( Ascia AKF: 3 posts for Twitter 7,380 SR / and 3 posts for Instaram 31,365 ) (Feras Bogna: 3 posts for Twitter 90,000 SR / and 3 posts for Instaram 90,000 SR)
Budget:
218,745 SR
Media Strategies
Radio:
Based on the daily routine of our target.
(They are keen to listen to the radio during their way to work).
Placement:
Alf Alf FM / Mix FM
Number of Radio Bulletins:
( Alf Alf FM 300 for 15 seconds 9:00 AM-2:00 PM) / (Mix FM 200 for 15 seconds from 8:00 PM-1:00 AM) .
Budge:
694,875 SR
Media Strategies
Billboard:
Based on the life style of our target.
(They spend most of their time out because they have a lot of things to do)
Placement:
Outdoor / Indoor
Outdoor: Led screen: Kings Road Tower / 800,000 SR Mupi: Altahlya, Al malek, Al madina / 70,000 SR
Indoor:
Red Sea Mall / 135,843 SR
Budget:
1,005,843 SR
Media Strategies
Magazine: Based on our target interest and habit. (Distention Jeddah is a popular magazine that can attract our target whether if they are males or females).
Placement:
Distention Jeddah (Back Cover / Full page AD / Double page spread)
Number of issues:
2 issues ( First issue: Back Cover 57,000 SR / Full Page AD 27,000 SR ) ( Second issue: Double page spread 43,125 SR )
Budget: 127,125 SR
Media Strategies
Online Newspaper: Based on the media habit of our target. ( They are too busy to buy and read Newspaper so they prefer to read it online ).
Placement:
OKAZ website ( Home Page )
Number of issues: Budget:
37,500 SR
1 issue
Media Flow
Budget Summary
Partner
Total Spend
Instagram
180,000 SR
Twitter
600,000 SR
Facebook
100,000 SR
Celebrity endorsement
218,745 SR
Radio
694,875 SR
Billboard
1,005,843 SR
Magazine
127,125 SR
Online Newspaper
37,500 SR
Totals
2,964,088 SR
Thank You
References
Adams, A. (2013). The Story Behind 'Built In Detroit' Shinola Watches.
