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Media Plan for Lowe's

Prepared by M. Pospisil, Mar. 11, 2015

Overview
Media Vehicle
Magazines
Easy Edible Gardening
Country Gardening
Horticulture
Fine Gardening
The American Gardener
TOTAL AVG/MAGAZINES

No. of
Insertions

Total Cost

CPM

1
2
2
1
2
6

$
$
$
$
$
$

123,900
225,200
9,540
12,135
4,760
375,535

$
$
$
$
$
$

485.88
159.81
30.50
22.35
32.38
146.19

360
72
144
576

$
$
$
$

22,464
3,744
6,739
32,947

$
$
$
$

5.45
5.45
5.45
5.45

300
225
300
50
150
225
1250

$
$
$
$
$
$
$

630
828
1,104
184
2,700
828
6,274

$
$
$
$
$
$
$

2.08
2.52
2.97
0.15
2.84
0.13
1.78

Google Search, AdWords

470 $

574

TOTAL/AVG

582 $

415,330

Television
The Chew
Gardening by the Yard
Victory Garden's Edible Feast
TOTAL/AVG TV
Internet
VeggieGardener.com
VegetableGardener.com
OrganicGardening.com
Almanac.com/Gardening
FineGardening.com/Edibles
BHG.com/Gardening
BANNERS TOTALING

$1,485.45
$

75.82

Media Plan for Lowe's


Prepared by M. Pospisil, Mar. 11, 2015

Magazine Placements

Magazine Name
Easy Edible Gardening
Country Gardening
Horticulture
Fine Gardening
The American Gardener

Cost
$
$
$
$
$

Per Ad
123,900
112,600
4,770
12,135
2,380

Magazine Totals/AVG

51,157

Ad Size
1 page
1 page
1 page
1 page
1 page

Ad
Position
2nd Cover
Inside
4th Cover
2nd Cover
Inside

Total
Number of
Campaign Circulation Pass-along
Insertions
Cost
(000)
Estimate
1
$
123,900
255
1
2
$
225,200
352
2
2
$
9,540
78
2
1
$
12,135
181
3
2
$
4,760
37
2
8

375,535

903

Total
Audience
(000)
255
705
156
543
73.5

$
$
$
$
$

CPM
485.88
159.81
30.50
22.35
32.38

1732

146.19

Media Plan for Lowe's


Prepared by M. Pospisil, Mar. 11, 2015

TV Placements

TV Program
The Chew
Charleston/Huntington
Tri-Cities, TN/VA
Johnston/Altoona
The Chew Total/AVG
Gardening by the Yard
Charleston/Huntington
Tri-Cities, TN/VA
Johnston/Altoona
Gardening by the Yard Total/AVG
Victory Garden's Edible Feast
Charleston/Huntington
Tri-Cities, TN/VA
Johnston/Altoona
VG Edible Feast Total/AVG
All TV Totals/AVG

HH
TV HH in viewing
Rating Rating % Market program

Total
Cost per Cost
Viewers
point per :30
#/HH
(000)
(CPP)
ad

1.2
1.2
1.2

1.2%
1.2%
1.2%

472,100
332,400
302,200

5,665
3,989
3,626
13,280

2.5
2.5
2.5

14
10
9
33

$
$
$
$

80
40
36
52

$
$
$
$

96
48
43
62

1
1
1

1%
1%
1%

472,100
332,400
302,200

4,721
3,324
3,022
11,067

2.5
2.5
2.5

12
8
8
28

$
$
$
$

80
40
36
52

$
$
$
$

80
40
36
52

0.9
0.9
0.9

0.9%
0.9%
0.9%

472,100
332,400
302,200

4,249
2,992
2,720
9,960

2.5
2.5
2.5

11
7
7
25

$
$
$
$

80
40
36
52

$
$
$
$

72
36
32
47

86

52

54

34,308

No. of
CPM
insertions Total Cost (Viewers)
120
120
120
360

$ 11,520 $
$ 5,760 $
$ 5,184 $
$ 22,464 $

6.78
4.81
4.77
5.45

24
24
24
72

$
$
$
$

1,920 $
960 $
864 $
3,744 $

6.78
4.81
4.77
5.45

48
48
48
144

$
$
$
$

3,456 $
1,728 $
1,555 $
6,739 $

6.78
4.81
4.77
5.45

576

$ 32,947

5.45

Media Plan for Lowe's


Prepared by M. Pospisil, Mar. 11, 2015

Internet Placements

Web Sites
VeggieGardener.com
VegetableGardener.com
OrganicGardening.com
Almanac.com/Gardening
FineGardening.com/Edibles
BHG.com/Gardening
BANNERS TOTAL/AVG

total
Total No. of
cost/1,000 impressions/
Total
No. of Impressions
Impressions month (000) cost/month months
(000)
Total Cost
$
2.10
100
$
210
3
300
$
630
$
3.68
75
$
276
3
225
$
828
$
3.68
100
$
368
3
300
$
1,104
$
3.68
50
$
184
1
50
$
184
$
18.00
50
$
900
3
150
$
2,700
$
3.68
75
$
276
3
225
$
828
$
2,214
1250
$
6,274

No. of unique
visitors/month
(000)
101
110
124
1,192
317
2,098
657

$
$
$
$
$
$
$

CPM
2.08
2.52
2.97
0.15
2.84
0.13
1.78

Media Plan for Lowe's


Prepared by M. Pospisil, Mar. 11, 2015

Google Keyword-based Search Buys

Keywords/Keyphrases
vegetable garden design
vegetable garden planner
planting a vegetable garden
garden supplies
gardening supplies
gardening tips
how to grow tomatoes
how to plant tomatoes
tomato seeds for sale
organic vegetable seeds
seeds of change
Google Totals/Avg

Cost per
Click (CPC)
$
2.55
$
0.54
$
2.49
$
0.97
$
1.23
$
1.51
$
0.52
$
1.03
$
1.79
$
3.62
$
0.09
$
1.49

Total Clicks
per Month
10
20
10
20
20
20
40
20
10
10
30
210

Number of
Months
3
3
3
2
2
3
1
1
3
3
3

Total Clicks
30
60
30
40
40
60
40
20
30
30
90
470

$
$
$
$
$
$
$
$
$
$
$
$

Total Cost
76.50
32.40
74.70
38.80
49.20
90.60
20.80
20.60
53.70
108.60
8.10
574

CPM (CPC)
$
2,550
$
540
$
2,490
$
970
$
1,230
$
1,510
$
520
$
1,030
$
1,790
$
3,620
$
90
$
1,485

Media Plan for Lowe's


Prepared by M. Pospisil, Mar. 11, 2015

Campaign Schedule

Television
The Chew
Gardening by the Yard
Victory Garden's Edible Feast
Internet
VeggieGardener.com
VegetableGardener.com
OrganicGardening.com
Almanac.com/Gardening
FineGardening.com/Edibles
BHG.com/Gardening
Search
vegetable garden design
vegetable garden planner
planting a vegetable garden
garden supplies
gardening supplies
gardening tips
how to grow tomatoes
how to plant tomatoes
tomato seeds for sale
organic vegetable seeds
seeds of change

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x
x

Week 4

Week 3

Week 2

Week 3

x
x

Week 2

x
x

Week 1

Week 4

Week 3

x
x

May
Week 1

Magazines
Fine Gardening
The American Gardener
Horticulture
Easy Edible Gardening
Country Gardening

April

Week 2

Week 1

March

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Week 4

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Scheduling
Strategy

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Bursting
Continuity
Continuity
Bursting
Bursting

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Continuity
Continuity
Continuity

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Continuity
Continuity
Continuity
Bursting
Continuity
Continuity

Continuity
Continuity
Mixed
Bursting
Bursting
Continuity
Bursting
Bursting
Continuity
Continuity
Continuity