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NASCAR

Campaign Media Mix


and Strategy
Josh Powell and Jordan Powell

Our strategy is to focus spending to maximize share of voice (SOV) and compete
with other companies/organizations in a crowded market for mindshare on a
limited budget of $1,000,000. To do this, and to focus our impact, we have
narrowed our media choices to 3 primary media (OUTDOOR DIGITAL SIGNAGE,
LATE NIGHT TELEVISION, and TELEVISION STATION WEBSITES), as well as one
media to provide more information to those who seek details about the
cause/issue/campaign (SOCIAL MEDIA). Taking this strategy will help keep us from
becoming an ant on the wall in a sea of competing messages and voices (which
would happen if we spread our media buys across too many media on the given
budget). We chose these three primary media based off of their delivery of
impressions for our specific NASCAR target. The three were the highest producers
of impressions, and led us to an overall $38 CPM for 26,157,685 impressions, plus a
huge amount of impact. We modeled our campaign off of the Richards Groups
Chick-fil-A campaign that focused heavily on outdoor advertising with cows writing
Eat Mor Chikin across a multitude of billboards. An excerpt of the results is
included: In the process, the traffic-stopping cows have convinced a lot of people to
eat mor chikin. Since 1996, Chick-fil-As unaided brand awareness has grown more
than 80%. During that same period, sales have increased 120% Thats a lot mor
chikin than before the cows and the Richards Group came on the scene. (Creative
Strategy in Advertising 10th Edition, Drewniany & Jewler, 2010). This has assisted
Chick-fil-A in becoming the lowest spender (by more than $50,000,000) of
measured media in the Top 10 market leaders in the restaurant category.

1. What media received the largest shares of your budget and why? What
media received the smallest shares and why?
The media that received the largest shares was the OUTDOOR DIGITAL
SIGNAGE (receiving $742,000 or 74%). This is the key strategy of the
campaign. With a limited budget, it would be better to focus on a few areas
and dominate them rather than to spread the budget thin throughout a
bunch of media and water down the amount of impact we could make with
the campaign. We dont want our messages getting caught up in the clutter
of everything else, so we decided to put a majority of the budget into this
medium and purchase as many outdoor signs as possible to take over that
medium in the audiences mindshare. OUTDOOR was chosen specifically
because it has a huge audience and delivers a lot of impressions to the
specific NASCAR audience, but it is also a great medium that brings a lot
more impact when it is dominated. Our goal would be to make buys to take
over every billboard in the voting area, and completely immerse the area
with the campaign message. This medium is also cost efficient for
impressions, and each billboard would be used to encourage people to visit
associated social media sites (see next paragraph).

On the other end of the spectrum, the medium that received the lowest
shares was SOCIAL MEDIA. The reason we put the lowest amount of funds
($8,000 or 1%) into social media is because we want to use social media as
an information center only. If our audience has questions about the new
arena, or wants more details, they are directed to visit our social media sites
for more information. This is the only thing we will use social media for. The
$8,000 allotted will go only towards creating page content and managing the
social media pages (no paid for or promoted posts). We chose this because
it is a platform that is content and information rich.
WHY NOT SPORTS RADIO? Sports Radio has a high media index number for
NASCAR Fans, but we chose not to use it because in the end, when analyzing
the raw numbers, it was an inefficient vehicle based off of the price it took to
deliver impressions (it cost twice as much per 1000 impressions as the most
expensive CPM medium that we chose for our campaign), meaning our
budget runs out faster, and we get less impressions.
2. Beyond maximizing the number of NASCAR Fans impressions, what
were some other factors that you took into consideration when
determining your recommended media mix?
Some of the other factors that were considered when determining the
recommended media mix include:
Campaign Impact: As mentioned before, on the given budget, the
actual impact was compared by looking at either making a small crack
in a lot of different media, or making a large flare in only a few media
(if you cant be number one or number two in an industry/subject,
then your returns drop off greatly).
The Goals of the Campaign (to convey a complex subject): When
looking to convey a complex subject/issue, the subject needs to be
able to be adequately presented and viewers/audience need to be
able to obtain proper information. With this factor, we chose to use
LATE NIGHT TELEVISION to add video as well as SOCIAL MEDIA to
add an information center and extra details.
Cost efficiency, index numbers and raw numbers were used to select
the secondary media to be used to supplement the mass outdoor ads.
With this data was added LATE NIGHT TELEVISION and TELEVISION
STATION WEBSITES because they were less expensive per 1000
impressions, giving us more bang for our buck, and most importantly
delivering large amounts of NASCAR fans.

3. If FAST could solicit the donation of other types of media, what other
media vehicles would you like to see included in your plan?
The main medium that we would request to be solicited would be transit
advertising. It would be a great combination to go along with our massive
takeover of outdoor with the billboards and would increase our impact by
giving us complete mindshare of anyone that leaves their house.