Media Plan

Media Plan
Isabelle, Olivia, Shelby, Madeline, K'Leasha, and Darius
Media Objectives (Olivia)
The main objective of this campaign is to inform Winthrop students of the free
transportation that My Ride offers around the city of Rock Hill. The purpose of the
campaign is to inform and attract the students of Winthrop to the My Ride program. Our
target audience are students who attend Winthrop University. The My Ride system has
three bus stops in the Winthrop University. Allowing students ample opportunity to get
on the bus and travel around the Rock Hill area. In combination to the advertisement
campaign we will be launching that will showcase the My Ride program in various places
around Winthrop campus. Along with billboards on Herlong Avenue near Piedmont
Medical Center and on Oakland Avenue near Winthrop. As well as weekly publications
of advertisement in the Winthrop school newspaper, The Johnsonian and the Rock Hill
newspaper, The Herald. As well as constant ad postings on social media sites. These
advertisements will help spread the knowledge of My Ride system to Winthrop students.
The campaign will start in September of 2020 as that is when students at

Winthrop are the most active due to move-in and first week of class preparation. It will
run until February of 2021. This campaign will increase awareness to students at
Winthrop as well as other citizens in Rock Hill. Our campaign will mostly focus on the
impact of advertising to the Winthrop students rather than to the city of Rock Hill as a
whole. Winthrop brings in roughly 6,000 students every year. This creates a platform for
the My Ride services to connect with the students, and have a constant flow of users.
Choice of media (P1) : (Shelby)
Our target audience is Winthrop students, so we will be utilizing high traffic areas on
campus that will be viewed by a walking audience. Digiorgio Campus Center is the ideal place to
capture a wide variety of students on foot, as it is the center of many campus events. These will
be presented in poster format. To grab the attention of students as they travel to and from
campus, ads will also be placed on Herlong Avenue near Piedmont Medical Center, who
sponsors My Ride, and on Oakland Avenue near Winthrop’s campus. The goal is to convince
students who make commutes to the medical center or from one side of campus to the other that
My Ride would be a more convenient form of transportation. Of course, the ads along the street
will be presented via billboard.
The Harold and Johnsonian newspaper ads will be presented every other Wednesday so
Rock Hill residents who commute to Winthrop and resident students will each get the chance to
see the local ad when each paper is published. Social media ads must be run because college
students scroll social media multiple times per day, while they view print ads or drive by
billboards much less often, especially students who do not even own a car. Snapchat and
Instagram will be the best options because college students prefer them to Facebook, and the ads
will have a high rate of exposure as they are integrated into one’s feed as they scroll.
Choice of media (P2): (Izzy)

Where will the ads be released (Geographic location)?
● Locations the ads will be placed
DiGiorgio campus center
Winthrop Coliseum
Herlong Avenue
Oakland Avenue
How many times will the ads be released over the 6-month campaign?
● Billboards- Herlong Avenue and Oakland Avenue over the course of the 6-month
campaign
● Print ads
The Johnsonian -every other Wednesday for 6 months
Herold -every other Wednesday for 6 months
Digs -consistently for 6 months
● Social media
Snapchat Weekly- Monday, Wednesday and Friday
Instagram Weekly- Monday, Wednesday and Friday
When during the year should we concentrate our advertising

● The months that we are advertising for our target audience to take the My Ride buses are
through September 2020-February 2021. The months of September through February is
the coldest time of the year for the rock hill area which will drive students wanted to ride
the bus more around to various events and sporting activities.
Timeline/Scheduling
Media Schedule (All)
September 2020 - February 2021
September 2020
Weeks Social Media Print Billboard
Week 1 Instagram Story ads- Johnsonian and Herlong Avenue near

Monday, Wednesday, Herald Piedmont Medical
Friday Center / Oakland
Snapchat Story ads- Avenue near
Monday, Wednesday, Winthrop University
Friday
Week 2 Instagram Story ads- Herlong Avenue near

Monday, Wednesday, Piedmont Medical
Friday

Friday

Friday
October 2020

Friday

Friday

Friday

Friday
November 2020
Week 1 One Billboard on Johnsonian and Herlong Avenue near

Herlong Avenue near Herald Piedmont Medical
Piedmont Medical Center / Oakland
Center and One Avenue near
Billboard on Oakland Winthrop University
Avenue near
Winthrop University
Week 2 One Billboard on Herlong Avenue near

Herlong Avenue near Piedmont Medical
Avenue near
Winthrop University
Week 3 One Billboard on Johnsonian and Herlong Avenue near

Herlong Avenue near Herald Piedmont Medical
Avenue near
Winthrop University
Week 4 One Billboard on Herlong Avenue near

Herlong Avenue near Piedmont Medical
Avenue near
Winthrop University
December 2020
Week 1 Instagram Story ads- Johnsonian and Renew Billboard on

Monday, Wednesday, Herald Herlong Avenue near
Friday Piedmont Medical
Snapchat Story ads- Center / Oakland
Monday, Wednesday, Avenue near
Friday Winthrop University

Friday

Friday

Friday
January 2021

Friday

Friday

Friday

Friday
February 2021

Friday

Friday

Friday

Friday
Explanation of Media schedule (Madeline)
Instagram and Snapchat are known to be two of the best media channels to reach college
students, therefore the media schedule heavily pushes the advertisements on these channels.
Instagram story ads will run Monday, Wednesday, and Friday every week for six months.
Snapchat story ads will also run Monday, Wednesday, and Friday every week. These days are
optimal for promotion especially on Fridays, as this is when a vast group of college students tend
to go out, therefore giving them the opportunity to use My Ride. For our print ads, running an ad
in both the local Rock Hill paper, The Herald, and in Winthrop’s paper, The Johnsonian, brings
promotion to both our target audiences, Winthrop students, and Rock Hill residents. This print ad
will run once a week. The billboard will remain a permanent fixture throughout the duration of
the campaign. The media schedule will run accordingly as planned to make sure that we are
getting the attention and exposure we desire to get people to use Rock Hill’s public
transportation, My Ride.
Media costs
Instagram stories- $6.70 per post
The Johnsonian -every Wednesday for 6 months ($1,200 for 5 weeks x5 for a ¼ page ad)
Herald - Quarter page ad in the Rock Hill Herald is $230 each day that it runs
Media September October November December January February Total
Billboard $5,544 $5,544 $5,544 $5,544 $5,544 $5,544 $33,264
Snapchat ad $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $18,000
Instagram stories $80.4 $80.4 $80.4 $80.4 $80.4 $80.4 $482.4

per impression
The Herald $920 $920 $920 $920 $920 $920 $5,520
The Johnsonian $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $7,200
Total $10,744.4 $10,744.4 $10,744.4 $10,744.4 $10,744.4 $10,744.4 $64,466.4

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Media Plan

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Media Plan

Isabelle, Olivia, Shelby, Madeline, K'Leasha, and Darius

Media Objectives (Olivia)

The campaign will start in September of 2020 as that is when students at

Choice of media (P1) : (Shelby)

Choice of media (P2): (Izzy)

When during the year should we concentrate our advertising

Week 1 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 2 Instagram Story ads- Herlong Avenue near

Week 3 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 4 Instagram Story ads- Herlong Avenue near

Week 1 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 2 Instagram Story ads- Herlong Avenue near

Week 3 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 4 Instagram Story ads- Herlong Avenue near

Week 1 One Billboard on Johnsonian and Herlong Avenue near

Week 2 One Billboard on Herlong Avenue near

Week 3 One Billboard on Johnsonian and Herlong Avenue near

Week 4 One Billboard on Herlong Avenue near

Week 1 Instagram Story ads- Johnsonian and Renew Billboard on

Week 2 Instagram Story ads- Herlong Avenue near

Week 3 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 4 Instagram Story ads- Herlong Avenue near

Week 1 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 2 Instagram Story ads- Herlong Avenue near

Week 3 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 4 Instagram Story ads- Herlong Avenue near

Week 1 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 2 Instagram Story ads- Herlong Avenue near

Week 3 Instagram Story ads- Johnsonian and Herlong Avenue near

Week 4 Instagram Story ads- Herlong Avenue near

Explanation of Media schedule (Madeline)

Media September October November December January February Total

Billboard $5,544 $5,544 $5,544 $5,544 $5,544 $5,544 $33,264

Snapchat ad $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $18,000

Instagram stories $80.4 $80.4 $80.4 $80.4 $80.4 $80.4 $482.4

The Herald $920 $920 $920 $920 $920 $920 $5,520

The Johnsonian $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $7,200

Total $10,744.4 $10,744.4 $10,744.4 $10,744.4 $10,744.4 $10,744.4 $64,466.4

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