The adult companion

bicycle
PR O M OT I O N A N D M E D I A PL A N
 SEGMENTATION APPROACHES

Professional Consumer
geodemographic target geodemographic target
facilities areas
India Center
Charleston, WV
Cabell Huntington Hospital
Huntington, WV
Norton Hospital
Encompass Health - Cardinal Hill Rehabilitation Louisville, KY
Hospital
Lexington, KY Geo-demographic
UofL Health - Frazier Rehabilitation Institute
Geodemographic
Louisville,
IndividualsKY with mobility challenges :
The University of Alabama at Birmingham (UAB)
Hospita Birmingham, AL
North Mississippi Medical Centre Tupelo,MS
Allegiance Specialty Hospital of Greenville Greenville,MS
Encompass Health Rehabilitation Hospital
Montgomery, AL
Huntsville Hospital
Huntsville, AL
 MEDIA PLAN
SCHEDULED FOR 2024
 PUSH TO PROFESSIONAL CHANNEL: PHYSICIAN
AND PURCHASING DIRECTOR

 Dinner meetings and sales calls to physiotherapists at the target

facilities.

 Hiring sales representatives to cover our target areas.

 Dinner meetings for professionals 2* year

Location Facility Rental Food & Bvg. Cost per 15 people per Event Costs for one Annual Costs
Facility Cost person event
India Center Charleston, WV $1,100 $40.45 $606.75 $1747 $3494
Cabell Huntington
Hospital Huntington, WV $200 $25 $375 $600 $1200
Norton Hospital
Louisville, KY $400 $35 $525 $960 $1,920
Encompass Health -
Cardinal Hill
Rehabilitation Hospital Lexington, KY $300 $30 $450 $780 $1,560
UofL Health - Frazier
Rehabilitation Institute Louisville, KY $400 $35 $525 $960 $1,920
The University of
Alabama at Birmingham
(UAB) Hospita Birmingham, AL $500 $30 $450 $980 $1,960
North Mississippi
Medical Centre Tupelo , MS $550 $30 $450 $1,030 $2,060
Allegiance Specialty
Hospital of Greenville Greenville,MS $200 $23 $345 $568 $1,136
Encompass Health
Rehabilitation Hospital Montgomery, AL $400 $50 $750 $1,200 $2,400
Huntsville Hospital Huntsville, AL $1,000 $45 $675 $1,720 $3,440
Total $5,050 $343 $5,152 $10,545 $21,090
 Push to professionals – sales representative

 Cost of hiring one sales representative annually 30000$.

 2 sales representatives covering healthcare facilities,

physiotherapy clinics, and rehabilitation centers in areas of
West Virginia, Kentucky, Alabama, and Mississippi.

 Total cost of hiring a sales representative annually 60000$.

Pull to customers :

 Local tv ( morning news)

 Local online newspapers.
 Social media .
 Search engines .
 Consumers - Local TV
Places Cost per spot Quarterly cost Annual cost
Cost per spot Quarterly Cost Annual Cost
Charleston, WV 2,894.36 28,943.61 115,774.42
Huntington, WV 2,566.40 25,663.97 102,655.89
Louisville, KY 4,256.79 42,567.90 170,271.61
Lexington, KY 1,074.12 10,741.23 42,964.93
Louisville, KY 2,946.79 29,467.85 117,871.40
Birmingham, AL 1,211.74 12,117.40 48,469.60
Tupelo,MS 3,282.57 32,825.72 131,302.88
Greenville,MS 1,867.31 18,673.11 74,692.44
Montgomery, AL 1,862.49 18,624.87 74,499.47
Total 21,962.57 219,625.66 878,502.65
 PULL TO CONSUMERS - ONLINE NEWSPAPERS

 Section covered by our ad – preferably on the health and fitness section.

 Twice a week in a month.

Paper Estimated Ad Rate Per two week run Per year

Charleston, WV Post and courier $168 $1,680 $6,720
Huntington, WV Huntington Herald Press $10 $100 $400
Louisville, KY Louisville Times $30 $300 $1,200
Lexington, KY Lexington Heral Leader $151 $1,510 $6,040
Louisville, KY Courier journal $318 $3,180 $12,720
Birmingham, AL Birmingham News $177 $1,770 $7,080

North Mississippi daily

Tupelo,MS journal $29 $290 $1,160
Greenville,MS Delta democrat times $17 $170 $680
Montgomery, AL Montgomery advertiser $100 $1,000 $4,000
Total $1,000 $10,000 $40,000
SOCIAL MEDIA :

 Facebook
- advertisements on average will cost 0.97 USD per click and 970 USD per 1000
clicks which gives 11640 USD annually.

 YouTube advertisements on average will cost 0.40 USD per click and 400 USD per
1000 click which gives 48000 USD annually.

 Instagram ads will cost 0.25 USD per click and 250 USD per 1000 clicks and Google
ads cost around 0.5 USD and 500 USD per 1000 clicks which gives a total annual
cost of 3000 USD and 6000 USD respectively .

 Digital health media cost per click is 0.81 USD and 800 per 1000 clicks and
mobihealthnews cost per click 0.6 USD and 600 USD per 1000 clicks which gives
an annual cost of 9720 USD and 7200 USD accordingly .
Social media marketing budget :

Cost of Cost per 1000

Websites Target consumers advertisement Cost per click click Annual Cost

facebook 468758 $12 $0.97 $970 11640

youtube 359879 $10.09 $0.40 $400 4800

instagram 549817 $8.90 0.25 $250 3000

digital health
media 19786 $5.87 0.81 $810 9720

google ads 564891 $6.66 0.5 $500 6000

MobihealthNews 11879 $7.06 0.6 $600 7200

Total $42,360
 Whole budget summery

Element Annual Cost

Dinner Meetings $21,090
Local TV $878,503
Newspaper $40,000
Social $42,360
Total $981,953
References :
1. “Post and Courier - SC - Newspaper Advertising Costs.” Gaebler.com Resources for Entrepreneurs,
www.gaebler.com/Post+and+Courier-SC-Newspaper-Advertising-Costs++2006.

2. Research, Neilsberg. “Charleston, WV Population by Age.” Neilsberg, 17 Sept. 2023,

www.neilsberg.com/insights/charleston-wv-population-by-age.

3. Estimates from https://fitsmallbusiness.com/tv-advertising/