Presentation on theme: "Media Brief: Australia Zoo.. Media Brief A media brief is a checklist that guides media planners while developing a Media strategy for a client. A."— Presentation transcript:
Media Brief A media brief is a checklist that guides media planners while developing a Media strategy for a client. A media brief includes the following ; Market Analysis- Product Analysis Target Audience
Market analysis It is a detailed investigation of the market, which guides the media planner to develop appropriate Media strategy. A comprehensive Market analysis influences the media selection plan Market analysis involves an investigation into the following; competitors Market Trends Market size Market share SWOT analysis
Market Size The Australia Zoo target market consists following According to data obtained from Tourism and Events Queensland, the Australia Zoo target market for the year ending September 2013 is as follows Primary Market,- Queensland Secondary market - New South wales Region and Victoria MarketsDomestic holiday Visitors (000) % change International holiday victors (000) % Yearly change Queensland77393.6%14057.4% New South wales10,93310.4%16598.1% Victoria8,3071.1%95910.4% Total visitors Australia 330706.4%30476.8% Data source; Tourism and Events Queensland, Sunshine coast regional snapshot, SEPT 2013
Market Trends 7.0% decrease in domestic visitors to sunshine coast Decrease in international holiday visitors by 5.1% Intense completion in new Zealand market, leading to over 20% decline in visitors from New Zealand. A decrease in Interstate visitation. 1.8% in international visitors Expenditure in Sunshine cost Intense completion from Victoria Market fuelled by a successful media campaign. Date source: Tourism and Events Queensland; Sunshine coast Regional snapshot- Dec 2013
Visitors/customers The target market can be segmented it terms of Age, region of origin and Income spent The media must consider the various categories of customers and their preferred media while developing the media strategy and media selection plan Customer Age group (years) number % 15-2435500015% 25-3440000017% 35-4448400020% 45-5441400017% 55-6439500016% 65 and Above35700015%
Demographic Life stage Under 45yrs, no chidren23% Under 45yrs, with children16% Above 45yrs, no children49% Above 45yrs, with childe11% Income Less than $6000045% 60000-9900024% Above $100,00017% Unknown14% Data source; Tourism and events Queensland, Sunshine coast Social indicators Report 2013
Competitors ZOOMain AttractionLocationAdmission Prices AustraliaCrocodilesQueenslandAdults; $55 Children $33 Billabong Sanctuary Kangaroo, Koala, Pythons, Wedge tailed eagle QueenslandAdult $24 Children $12 TarongaBaby Luk chai, Sydney harbor, Bird watching New South WalesAdult $41 Children $20 WerribeeAddax, cheetah, Bison, GiraffeVictoriaAdult $24 Children $12 Australia Reptile park Snakes, Lizards, Dragons, Australian spiders, African Bull frog, echidna, Bibly, Gecko New South WalesAdult $36 Children $15 MelbournePhilippines crocodile, red panda, Platypus, Sumatran tiger, Tree Kangaroo, Australia fur seal, VictoriaAdult $30 Children $13.20 Family $ 68
Market Composition. The graph show the composition of the Australia zoo target market based of the Age of the visitors.
SWOT Analysis. SWOT analysis is a means for evaluating the Strength, Weaknesses, and threats in the business environment It will provides an insight into the internal capability of the Australia Zoo in respect to its competitors. It will also indicate the Zoo's Strengths, its opportunities for growth, the weakness or obstacles to growth and the Threats posed to the business by the Business Environment Media planner uses the Information from the SWOT analysis to determine factors that influence media selection plan.
Strength Local community support for tourism. According to data from sunshine coast social Indicator report 2013, 71% of sunshine residents believe that tourism have a positive impact Australia Zoo is located in fast growing region and among top ten preferred tourist destinations in Australia. A strong financial base provide by domestic tourism. Approximately 60% of sunshine residence are mid life families who are financially stable. Australia Zoo is a well know brand. Weaknesses high Admission prices compared to all the competitors. Lack of a subsided family package. The competitors offer a subsidized admission charge to a family of four. Data source: Tourism research Australia, international and domestic visitor survey 2013
Data Source; Tourism research Australia National Visitors survey and International visitors Survey(NvS and IVS 2013) Opportunities Increase in interstate visits. There was 13.1 increase in holiday visitors to Queensland for the year ended 2013 Increase in international visitors from emerging markets. Visitors from united states to Sunshine coast increase by 17.4% in 2013. Increase in domestic visitation. Brisbane domestic visitation increased by 2.1% Threats Infection /diseases brought to the zoo by visitors Loss of Traditional markets. There was 6.3% decrease in the number of visitors from Melbourne for the year ending December 2013 Decline in numbers of international visitors from traditional markets such as new Zealand
2. Product analysis It is a detailed description of the of the product category. It enables the media planner to: gain sufficient knowledge of the product category and the various brands involved, assess the strength and weakness of Each brand determine the appropriate media to be used to promote the product
Product Analysis Data source: Australia zoo website; www. Australiazoo.au/research Product categoryDescription wildlifeMammalsKangaroo, Giraffes, Red panda. Tigers, Tasmania Cheetahs, Rhino, elephants ReptilesBoas, Python, Crocodilians, Lizards, Venomous snakes BirdsCormorants & daters, exotic parrots, kingfisher, Ibis, Night Jar, Crocoseum 5000 stadium where snakes, birds, and crocodile shows are conducted,, the shows are know as wildlife warriors Major concerts are conducted at the crocoseum Tiger temple A glass enclose, exhibiting both the Sumatran and Bengal tigers. It has an underwater viewing are Emphatasia 12 acres, Asian elephants enclosure, from where visitor can feed the elephants at specified time Rainy forest AviaryOutdoor walk through aviary, where visitors interact with over 150 types of Australia native birds
Target Audience analysis. The table give analysis of the most preferred Media by the Target audience from Monday to Friday at various time of the day. The percentage indicates the percentage of the target media reached at that time of the day. Data source: Roy Morgan Single Source Australia OCT 2012-SEPT 2013 CustomerBreakfastMidmorningLunchAfterno on DinnerAfter dinner Young people 15 – 34 years Internet 25% Radio 20% Internet 25% Internet 42.3% TV 51% TV 51.2% Midlife families 35-54 yrs. Internet 25% Internet 30.9% Internet 27.4% Internet 31% TV 66% TV 66.8% 55 years and above Radio 35% Radio 31% Radio 19.2% Radio 29.1% TV 64.6 TV 77.30%
Target Audience Analysis The table shows an Analysis of the most preferred media by the Target audience at Various time of Day during Saturday and Sunday The percentage reach of the Target audience at different time of the day is also indicated CustomerBreakfastMidmornin g LunchAfternoonDinnerAfter Dinner Young people TV 22.5% Internet 27.2% Internet 27.3% Internet 35.8% TV 45% TV 43% Mid-life Families Newspaper 26.3% Internet 17.9% Internet 11.8% Internet 21.5% TV 40% TV 62.2% Older couples Newspaper 27% Radio 22.4% Radio 15% Internet 18.2% TV 60.8% TV 73.8% Data source: Roy Morgan single source Australia OCT 2012-SEP 2013
Key Insights Mid-Life families composed of people between 35 - 54 years, constitute the largest Market of the Australian Zoo. Despite Holiday visits to Queensland increasing the, the number holiday visits to the Zoo decreased in the same period. The Media plan should focus on increasing Interstate Visits Internet and TV constitute the most popular media to the Young people and Middle Age Family. Radio and Newspapers are the least consumed media by the target Audience. The media planners should aim at maximizing use Internet and TV
Key Insight TV is the post most consumed media by all the Target Audience during Dinner and after Diner. The Media planner should involve TV during these time. Internet is the most consumed media in the Afternoon by all target Audience. This would be the right time to reach the Audience using Internet. Newspapers are mostly consumed during breakfast by the Midlife families and the older couples Lunch time experiences the highest media waste. It is the least preferred time to advertise,
References. Tourism and events Queensland 2013; Sunshine coast Regional snapshot.pg 1-2. available at www.tq.com.au/research. (accessed 30 th may 2014) www.tq.com.au/research Tourism research Australia National Visitors and International visitors survey( NVS and IVS) 2013. available at www.te.queensland.com/reseach [accessed 30th May 2014]www.te.queensland.com/reseach Australia zoo website. Available at www.australiazoo.com.au/research [accessed 31st May 2014.www.australiazoo.com.au/research Roy Morgan single Source Australia 2013; Oct 2012-Sept 2013. Target Audience Analysis, Roy Morgan Research LTD; Melbourne, Australia.
Introduction. Australia zoo Market consist of Queensland, North South Wales and Victoria The market is categorized according to Age, young people ( 15 -34 yrs., Mid-Life Families(35- 54yrs) and the older couples( 55 yrs. and above) The Mid-life Families constitute the largest market share. Constituting 42% of the market. Domestic visitation decreased by 6%which was fuelled by slump in intrastate visits by 10.3%. Interstate visits increased by 8.1% presenting a new opportunity for growth
The market experienced a decreased in international visitors, which was fuelled by a loss of traditional markets such as new Zealand. Visitors from new Zealand decrease by 25.5% Market trend show an increase of international visitation from emerging markets. The number of USA visitors to increased by 47.4% Stiff completion exist in the Market with competitors providing almost Similar products The target Audience for media campaign is diverse and prefers different type of Media at different time of the day. Mid Life families(35-54yrs) who constitute the Largest market segment, consumes more internet compared to all the other media. Internet and TV are the most popular media among the young people between the Age of 15 -34 yrs.
Marketing Objectives. To increase Australia Zoo total visitation numbers by 2.5% from 1,000,000during the 12 month period. To increase local SEQ visitations numbers by increasing the number of Annual Passes sold by 10%
Media objectives Reach 30% of mid-life families aged 35-54 years, an average of 4 times every week. Reach 35% of older couples above 55yrs an average of 5 times every 4 weeks. Reach 40%young people aged 15-34 years five times every week during the Afternoon. Reach 50% of all people above the age of 15 years 4 times every 4 weeks after dinner,
Media Usage The table show total media used by the target Audience from Monday to Friday. CategorybreakfastMidmornin g LunchAfterno on DinnerAfter dinner young70.10%64.5%63.8%71.9%70.4%79.1% Family72.4%58.%53.4%63.10%55.30%85.6% Older couples80.6%56.2%53.9%56%69.4%86.9% Total Usage65.5%55.9%52.6%63.7%65.2%85.9% Total Wastage22.5%37.8%41%30.6%28.4%7.8% Data source: Roy Morgan Research Ltd; Melbourne,Australia
Newspaper MONDAY-FRIDAY (metro) NewspaperCirculationCPMFP monosize Sidney daily telegraph336,348$120$3192038 x7 SATURDAY AND SUNDAY( Metro) Melbourne Herald472047$1273390438 x 7 MONDAY – FRIDAY (national The Australian290,323$114$66, 86555x 10 Newspapers have the advantage of reaching the target audience above 35 years who prefer newspapers during breakfast News papers have the disadvantage of being expensive. They must be used skillfully considering the limited budget
Media Evaluation The following table show the best TV stations to reach the target audience based on Circulation, cost and consumer ratings. RegionTV ( best option) Cost (30 sec) $Gross rating points North NSWNBN NSW260022 South NSWWIN SNSW220027.7 VictoriaWIN Victoria160029.9 QueenslandSevens Queensland 250034.4 Sidney(metro)ATN71690025 Melbourne(metro)HSV71180029.1 Data source; Aegis media rates Guide 2012
Radio and Internet The following table show the most popular stations among the target audience based on consumer rating Data source; Aegis Media rates guide 2012 region FM StationCosts (30sec) MON-FRI COST (30 sec) SAT-SUN SidneyMix 106.5$ 539$ 397 MelbourneMix 101.1$ 395$301 Sunshine costMix FM$ 124$ 96 INTERNET PUBLISHERSize Tier 1 businessTravel News digitalMREC$ 60$ 70 Leaderboard$50$ 60
Merit and Demerits Radio has the advantage of having highest approval rate among the older couple as compared to any other media. The internet has the advantage of having the highest reach compared to all the other media. Internet is the most consumed media by the midlife families and the young during the day. The Internet is also the cheapest media that can be used to reach to the target audience
Media Strategy Have an advert in the newspaper twice every four weeks for the entire campaign period. Have a weekly 30sec TV advert once every week for the entire campaign period, Have a 30sec radio advert 4 times a week during breakfast and midmorning for the Entire campaign period Have a Daily internet advert for the entire campaign period. There will be an internet add during afternoon, lunch, midmorning and breakfast.
Media budget and Schematic TV 30 sec TOTAL COST MONTHLY TRP,S REACH AVg frequency JULY AUG SEPT OCT NOV DEC JAN FEB MARCH APRL MAY JUN 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 WEEKS TV NEWSPAPERS RADIO INTERNET 1,804,800 802,380 203,136 117,600 2,927,916 90 120 155 166 167 178 168 156 147 135 130 127 1,739 38% 40% 46% 42% 51% 54% 60% 55% 48% 46% 44% 43% 10.5 10. 5 10.5 10.5 10.5 10.5 10.5 10.5 10.5 10.5 10.5 10.5 cost
Key - represents four 30 sec TV advert 4 times every four weeks in all the selected TV stations. - represents 2 newspaper advert in every four weeks in the selected newspaper during weekends - represents 16 30 sec adverts in every four weeks in the selected radio station - represent 140 internet ads every four weeks.
References Aegis Media rate Guide 2012; available at www.Aegiesmedia.com/au. [accessed 31 st may 2014]www.Aegiesmedia.com/au Roy Morgan single Source Australia 2013; Oct 2012-Sept 2013. Target Audience Analysis, Roy Morgan Research LTD; Melbourne, Australia.