#1

● 8% incr= 2462 jetpacks sold → x $70= 172,368

● $45, 883 in $ sales returned
● 159,600 ; difference in increase of $12,768

● Spend $400 → can afford 412 clicks→ reach approximately 45,778 people
Average CTR across all industries is .9%

- Explain how brand awareness is going to be measured (Measureability)

- Slide 8 and 9

- Recent reports reveal that billboard advertising can return an average of $5.97 in
product sales for every dollar spent on the advertising

- We will evaluate the billboard’s ability to generate brand awareness effectively by

assessing the ROI yielded after the promotion, which would be judged on whether we
increased sales by 8% or higher, equivalent to in an increase of $12,768 in product
sales at minimum

- More specifically, we will utilize URL tracking by creating a custom landing page that
will only be active for the duration of the billboard

- It will be displayed on the billboard as “Takeofftechnology.com/HTOWN”

- This will record the number of web visits that occur during the period, specifically by
those that saw the billboard ad
- For example, when a user decides to visit the URL, after seeing it on the billboard, the
URL will keep record of that user and then direct the user to the homepage of our
company’s main website

- Explain the cost breakdown (Attainable)

- Slide 10
- It will cost us $6,382 to rent out the billboard
- This cost is broken down by a rate that is $1.72 CPM, which is essentially a cost per
1,000 estimated views,
- Therefore, based on our calculations, it should be seen by approximately 3.7 million
drivers in the area

- The labor cost of hiring a graphic designer to assist in designing the graphic to
display on the billboard will be around $350
- The cost to keep it lit at night for the designated period will be $2,500.
- Explain the cost breakdown (Attainable)
- Slide 19
- We will allocate $400 of our budget to kickstart this FB campaign and will pay the
average CPC price of $0.97, meaning we can afford 412 clicks
- While we will only be paying for the interested users that click on our ad, this promo
ad will reach approximately 45,778 people during the period, therefore simultaneously
acting as a cost effective way of increasing awareness

- The average yearly salary of a social media advertiser is $51,639, which comes out to
$1,986 when it is adjusted for this two week campaign.
- Our jetpack expenses will total to $1,750, which accounts for the 25 jetpacks that will
be given to the competition winners.

- Explain why Facebook is a suitable tool to target our target market with
(Research)
- Slide 20 and 21
- After conducting research based on Facebook’s social audience, we learned that men
and women, ages 25-45, account for over half of facebook users, relative to other age
groups
- Based on data collected over our target market, this aligns with our target market's age
group

- Additionally, our research supports using FB as a promotional tool by revealing that our
target market generally prefers to use Facebook as a social media platform to
actively organize and promote events.
- Moreover, on average, families are seven times more likely to refer to Facebook
over other promotion channels when making purchasing decisions.