Media Monsters

Media Plan

Created By:
Jason Rippy
Abdelrahman Odeh
Jaclyn Tiedemann
Bianca Shedd
Zachary Sites
Media Monsters
Media Plan

The Right Audience

The target market for Portland Children’s museum consists of women ages 25-49 that live in Portland,
Beaverton, and Hillsboro. Primarily, the campaign is targeting those women who have kids that range in age
from birth up to ten years. These women enjoy planning their days with activities for their children and spend a
great deal of time planning activities that enhance their children’s education. For the purpose of describing the
target audience, Michelle has been chosen to give a snapshot of the type of people the plan wants to reach. In
addition to Michelle’s information, general information has been provided that could potentially match this target
audience as well.

Meet Michelle

DEMOGRAPHICS

Michelle’s Demographics

Michelle is thirty years old and married. They have two girls ages four and five. The average household
income is >$100,000 per year. Michelle has completed a Bachelor of Science degree in chemistry. Her household
has two cars, and she is 100% Hispanic, but has grown up in the United States and has adopted the American
culture.

Target Audience Demographics

Portland has a total population of 2,199,170. Within that population, there are 893,562 people
between the ages of 25-49. Narrowing down further to the target market, 455,717 people living in Portland are
female and between the ages of 25-49 years.

Target Market Population in Portland: 455,717

The average household income in Portland is $60,128 and the median age is 36.2 years. There is a
total population of 165,000 children who are 11 years or younger. There is an average of 1.8 vehicles per
household and 85% of Portland’s total population is Caucasian, while 10% is Hispanic. Approximately 74% of
Portland’s total population drive to work alone and 71% has access to Internet (work or home).

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Media Plan

GEOGRAPHICS

Michelle’s Geographics

Michelle lives in Beaverton and has lived there for over five years. She and her family previously lived
in Albuquerque, New Mexico and have needed to adjust to Oregon’s climate. Her house is approximately twenty
minutes away from the Children’s Museum. She lives in a suburban neighborhood, with a school located one block
away. There are surrounding park areas with play sets for her children to play on, as well as trails for walks.

Target Audience Demographics

The target populations live in Beaverton, Portland and Hillsboro. These cities make up the largest
percentage of people who are members of Portland Children’s museum.

Target Market Cities: Beaverton, Portland, Hillsboro

Below is a graph that summarizes the total number of members located in each city.

Member City No. of Members in Zip % of Total Surveyed

Beaverton 913 11.98%

Portland 4,007 52.62%

Hillsboro 415 5.45%

PSYCHOGRAPHICS

Michelle’s Psychographics

Michelle spends all of her day with her two girls. She thinks educational activities are especially
important, so she takes them to museums, aquariums, and daycares that teach her children how to speak Spanish.
She works out every morning at the local gym and enjoys socializing with other moms who have children of
similar ages. She uses Facebook on a daily basis to socialize with moms who were previous classmates or
coworkers of hers. Michelle enjoys cooking and has recently been exploring new recipes for lunch and dinner. She
reads about one book per week, and watches the news on a daily basis. Michelle also likes spending time with
her extended family and always plans activities with her sisters and children. Lastly, Michelle is an avid gardener
and landscaper. Her hobby involves working in her yard three times a week.

Target Audience Psychographics

The target audience is family oriented and enjoys spending time with their children. They are outdoor
females and have a strong community involvement. They are interested in planning fun activities with their family
that allows the opportunity for their children to learn and have fun. They love going on family vacations if time
allows and make an effort to stay healthy through exercise and good eating habits. They also enjoy cooking
dinners for the family, socializing, and staying involved in their children’s education. They see themselves as very
family oriented and fine role models for their children.

BEHAVIORISTICS

Michelle’s Behavioristics

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Media Plan

Michelle is an impulse buyer. She enjoys shopping for her children, and buying items that are
educational or involve motor skills. For higher priced items, she is a luxury buyer. She drives a Mercedes and
cares a lot about the brand of car she has. She has a high amount of disposable income, so is willing to buy
higher priced items if she perceives them as having more value than others.

In terms of media, she is exposed to television, magazines, and leisure internet the most. She doesn’t
listen to radio much because she downloads all of her music. On a typical day, she spends the most time on the
Internet compared to the other media listed.

Target Audience Behavioristics

The targeted audience spends most of their time planning or executing activities with their children. The
Portland Children’s Museum would be a great fit because it is affordable, close in proximity, and supplies the
education the parents are demanding for their children.

This segment stresses price and value when choosing a product. They want to find a good deal that can
still supply the amount of value that meets their expectations. They search for convenience, as they are constantly
busy taking care of the children. They tend to side more with price and are less brand loyal. They receive most of
their information about products through friends, television, magazines, and schools.

The Right Medium

Recommended Media

Television

• Macro
o Creative power of sight, sound, and motion
o Lifestyle and special interest targeting opportunities
o Relatively cost efficient

• Micro
o American Idol
Reaches 87,720 women between the ages 25-49 years and also reaches 48,000
children between the ages 2-11 years. This matches the target market. By
choosing this shows that have the highest exposure for 25-49 year olds, the target
market will see the advertisement at night and will want to fit Children’s Museum
into their plans the following day if time allows.
30-second rotational ads will be placed on American Idol

o KPTV Fox Good Day Oregon

This is a good match because it reaches 14,280 women between the ages 25-49
years old in the morning between 7:00 and 9:00am. Women will see this show
prior to the day beginning and can get ideas from the advertisements for day or
weekend plans. This is a time that reaches them before they go to work.
30-second rotational ads will be placed on Good Day Oregon

o Bones
Bones reaches 89,760 women between the ages 25-49 years old. This show has
the highest exposure to our target market compared to any other show airing.
Bones would be a good match because the show runs in the evenings when
children are most likely to be asleep, and parents are able to give their full
attention to the show.
30-second rotational ads will be place on Bones

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Media Plan

o Oprah
Oprah reaches 52,000 women between the ages 25-49 years old. This is a great
match for our audience as the show’s target market is females as well. The shows
airs at 4:00pm, which is good timing because mothers will be arriving home from
picking their children up from school. The show has been continually praised for
its ability to reach target markets and create an “Oprah Effect”, which results in a
dramatic increase in sales after an ad airs.
Radio

• Macro
o Good medium for mobile audience
o Flexibility of ad lengths and message types
o Relatively good cost efficiency

• Micro
o KGON-FM
This station reaches 5,304 women between the ages 25-49 years Monday through
Friday from 6:00am to 10:00am. This will reach our target market as they drive to
work or are listening to the radio as they get ready for the day. This station
reaches the highest amount of people that fall within the target market during the
designated times.
30-second rotational ads will be placed on KGON-FM

o KWJJ-FM
This station reaches 5,253 women between the ages 25-49 years Monday through
Friday from 6:00am to 10:00am. It also reaches the largest amount of people
(9,700) in our target market during 3:00pm and 7:00pm. This station will be
useful in reaching the target market as they drive to and from work or their
children’s schools.
30-second ads will be placed on KWJJ-FM

o KKCW-FM
This station reaches 4,335 women between the ages 25-49 years Monday through
Friday from 3:00pm to 7:00pm. This station will also be useful in reach the target
market as they drive from work or their children’s schools.
30-second ads will be placed on KKCW-FM

Outdoor and Transit

• Macro
o High repetition
o High reach opportunities
o Visual impact
o City zone selectivity
• Micro
o Trimet Benches
Trimet benches have a Gross Rating Point of 25. There is a large amount of
benches throughout the targeted cities that can be utilized to gain more exposure
and frequency of the target market.
Chosen benches will be located through Portland, Beaverton, and Hillsboro along
high traffic streets.

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Media Plan

o Bus-Full Wrap- No Window Coverage (Signature)

The full-wrap buses have a gross rating point of 25 and have six panels. These
buses have routes that go through Portland. The ads are seen all day and have a
large reach as it is mobile advertising.

o Light Rail Train Mural

Light Rail Train Murals have a gross rating point of 8. All trains these murals will
be placed on will have routes throughout Portland, Beaverton, and Hillsboro. The
ads are seen all day and also have a large reach due to mobile advertising.
10 Light Rail Train Murals will be bought.

Magazine

• Macro
o High audience segmentation and selectivity
o Readers are involved
o Creative flexibility
o Long life
• Micro
o Metro Parent
Metro Parent is a good fit because the majority of its readers are females
aged 25-45 years old. This magazine has 40,000 monthly impressions and
reaches twice as many with its pass-along readership.

Not Recommended Media

Newspaper

• Macro
o 24-hour shelf life
o Poor demographic segmentation
o Declining readership and coverage
o Not read thoroughly by most readers
• Micro
o Although newspapers have its benefits, the campaign is wants to choose mediums that have
a longer shelf life. With the decline of readership for newspapers, the group felt magazines
would be a better choice in terms of print. Newspapers have limited pass-along and it is
difficult to target our audience with newspapers without targeting a large percentage of
waste.

Internet

We have decided to exclude a budget for internet media, although we have not decided to exclude internet media
from our media strategy. We have chosen to enhance and take advantage of free web-based media such as social
networks. These social networks will include MySpace, Facebook, and Twitter. Through Facebook, MySpace and
Twitter you can effectively relay important information to current and prospect customers about pricing directions
and upcoming events. Through Facebook and MySpace you can also become friends with schools, libraries,
museums, educational websites, as well as individuals.

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Media Plan

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Media Plan

The Right Exposure

Our media plan for you favors reach versus frequency; the main reason for this is the museum wants to attract
customers to their new location. The Children’s Museum attracts a diverse target market that needs to be reached
through many different media vehicles, and the campaign has unique creative. We also feel that the product you
offer is in the high involvement category. The product’s uniqueness and value are also easily understood by the
target market. We also feel that within this community there are a lot of opportunities for local support and co-
op, which favors reach over frequency for your campaign.

Through your budget we have maximized your effectiveness to reach your target audience. We have done this by
using a mix media approach. The four media types we have chosen are television, magazine, radio and outdoor.
Through our proposed media schedule and budget allocations we feel we have effectively targeted new and
existing customers to acknowledge your new location and upcoming events. Our multimedia strategy will capture
3,739,220 total target impressions from your target audience (women age 25-49 with children under the age of
10) of 455717 universe during the 2009 -2010 media plan. Our multimedia plan is projected to produce 821
rating points, and has a reach of 65.

We used the Modified Ostrow method to determine the frequency target; this helped us determine an effective
bracket for the minimum and maximum frequency. As a group we scored the marketing, message, and media
factors and came up with the following:

Ostrow Base Calculations

Total of all factor scores =96

Number of factors scored =20
Total of all factors/Number of factors scored = Ostrow Base
96/20=4.8= Ostrow base of 5
Minimum Motivational Frequency = 1.6*5 = 8 Exposures
Maximum Motivational Frequency = 2.6*5 = 13 Exposures
Based on this information we found our motivational frequency range to be between 1.6 and 2.6, with a
minimum of 8 exposures and a maximum of 13 exposures. With this information we were able to use the
Campaign Duration Factor Table to conclude that the optimal time period for our roll out is 7 weeks.

Media Use Table

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 September October  November  December  January Febuary March April May June July August
Media Broadcast Calendar 6‐Sep 13‐Sep 20‐Sep 27‐Sep 4‐Oct 11‐Oct 18‐Oct 25‐Oct 1‐Nov 8‐Nov 15‐Nov 22‐Nov 29‐Nov 6‐Dec 13‐Dec 20‐Dec 27‐Dec 3‐Jan 10‐Jan 17‐Jan 24‐Jan 31‐Jan 7‐Feb 14‐Feb 21‐Feb 28‐Feb 7‐Mar 14‐Mar 21‐Mar 28‐Mar 4‐Apr 11‐Apr 18‐Apr 25‐Apr 2‐May 9‐May 16‐May 23‐May 30‐May 6‐Jun 13‐Jun 20‐Jun 27‐Jun 4‐Jul 11‐Jul 18‐Jul 25‐Jul 1‐Aug 8‐Aug 15‐Aug 22‐Aug 29‐Aug

Monthly  15%

10%
Attendance 5%
2008 0%

Planned 2010 300

250
200
TRP's 150
100
50
0

September October  November  December  January Febuary March April May June July August
Media Broadcast Calendar 6‐Sep 13‐Sep 20‐Sep 27‐Sep 4‐Oct 11‐Oct 18‐Oct 25‐Oct 1‐Nov 8‐Nov 15‐Nov 22‐Nov 29‐Nov 6‐Dec 13‐Dec 20‐Dec 27‐Dec 3‐Jan 10‐Jan 17‐Jan 24‐Jan 31‐Jan 7‐Feb 14‐Feb 21‐Feb 28‐Feb 7‐Mar 14‐Mar 21‐Mar 28‐Mar 4‐Apr 11‐Apr 18‐Apr 25‐Apr 2‐May 9‐May 16‐May 23‐May 30‐May 6‐Jun 13‐Jun 20‐Jun 27‐Jun 4‐Jul 11‐Jul 18‐Jul 25‐Jul 1‐Aug 8‐Aug 15‐Aug 22‐Aug 29‐Aug

Columbus 
C l b Veterans 
V t Thanksgiving 
Th k i i Christmas 
Ch it New Year’s 
N Y ’ Birthday of 
Bi thd f Washington
W hi t Memorial 
M i l IIndepende
d d
Women Ages of 25 ‐ 49 
f2 9 Holidays  Day Day Day Day Day Martin  ’s Birthday Day nce Day
Television
Flighting Period Ad Total
g g
1 4 2 2 2
Bones          
Weds 9‐10 pm 
Weekly Ads 1 1 1 1 1 1 1 1 1 1 1

Flighting Period Ad Total
1 2 2 3 3
Fox Good Day Oregon
Mon‐Fri 6‐7 am 
Weekly Ads 1 1 1 1 1 1 1 1 1 1

American Idol Flighting Period Ad Total
1 4 1
Mon Wen
Mon‐Wen
6‐7 Weekly Ads 1 1 1 1 1 1

Flighting Period Ad Total

Flighting Period Ad Total
1 2 1 1 1 3 3
Oprah
Weekly Ads 1 1 1 1 1 1 1 1 1 1 1 1
Magazine
Flighting Period Ad Total
2 2 1
Full Page Ad
Weekl Ads
Weekly Ads 2 2 1
Flighting Period Ad Total
2 1
2
1/4 Page Ad
Weekly Ads 2 1
2
Flighting Period Ad Total
1 2 1
3/8 Page Ad
Weekly Ads 1 2 1
Radio
KGON FM
KGON‐FM Flighting Period Ad Total
6 5 5 5
Morning Show 
30 Second Spot  Weekly Ads 2 2 2 2 2 1 2 1 2 2 2 1

KWJJ‐FM Flighting Period Ad Total
2 10 7
Morning Show 
30 Second Spot
30 Second Spot  Weekly Ads
Weekly Ads 2 2 2 2 2 2 2 3 2 2 2

KWJJ‐FM Flighting Period Ad Total
2 7 5 5
Evening Show
30 S dS t Weekly Ads 2 2 3 2 2 2 1 2 2 1 2

0 0 0 0 2 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 2 0 0 0 2 0 0 0 0 2 0 0 0 2 0 0 0 1 0 0 0 0
Magazine

0 0 0 0 2 2 4 4 2 2 2 0 0 0 0 0 0 6 4 6 3 5 8 6 2 5 0 0 0 0 0 0 0 0 0 0 0 0 0 5 2 2 3 2 1 2 0 2 1 2 0 0
Radio

0 0 0 0 25 0 0 0 12 0 0 0 0 0 0 0 0 1 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 13 0 0 0 11 0 0 0 0
Outdoor

0 0 0 3 32 5 6 7 15 3 3 1 0 2 0 0 0 7 4 6 3 5 10 6 2 5 1 0 0 0 2 0 0 0 2 0 1 1 1 7 4 2 4 18 3 4 2 14 2 5 3 1
Total Ads

3 50 22 2 25 23 1 2 5 17 27 25

Television
Weekly TRP's 0 0 0 50 50 50 39 42 20 20 19 11 0 0 0 11 3 3 0 14 0 3 11 23 31 14 0 3 34 34 11
Monthly TRP's 50 181 70 0 0 0 0 0 17 17 79 82
Magazine
Weekly TRP's
kl ' 0 0 0 0 18 0 0 0 0 0 0 0 0 18 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 18 0 0 0 18 0 0 0 0 18 0 0 0 18 0 0 0 9 0 0 0 0
Monthly TRP's 0 18 0 18 0 0 9 18 18 18 18 9
Radio
Weekly TRP
Weekly TRP'ss 0 0 0 0 2.2 2.2 3.8 3.8 2.4 2.4 2.4 0 0 0 0 0 0 6.6 4.2 6.6 3.2 5.4 8.7 6.4 2.2 5.6 0 0 0 0 0 0 0 0 0 0 0 0 0 5.1 2.4 1.8 4 1.8 0.9 1.8 0 1.8 0.9 1.8 0 0
Monthly TRP's
Outdoor
Weekly TRP's 0 0 0 0 39 0 0 0 17 0 0 0 0 0 0 0 0 6 0 0 0 0 12 0 0 0 0 0
Media Monsters
Media Plan

The Right Timing

The timing of our advertisement is going to coincide with the Portland Children’s Museum monthly
attendance fluctuations. In our campaign we will be favoring reach over frequency because the museum is going to
open in a new location. So we will be trying to inform as much women (age 25-49) about our new location. We will
start advertising for our rollout period one week before the museum is open which will be the last week of
September. We will keep the heavy up advertising through October and the first two weeks of November.
December through May there is going to be less advertising and some dark periods. The heavy up advertising will
come back in June until August, the end of our campaign. Below is our timing strategy and the distribution of our
rating points over the 12-month campaign.

Timing Strategy

September
Museum attendance: Closed
Media used: TV
50 TRP’s
Start of the rollout (September 27th)

October
Museum attendance: 7%
Media used: TV, Outdoor, Radio, Magazine
Rollout
250 TRP’s

November
Museum attendance: 5%
Media used: TV, Outdoor, Radio
Rollout ends (November 15th)
95 TRP’s

December
Museum attendance: 5%
Media used: Magazine
18 TRP’S

January
Museum attendance: 9%
Media used: Radio, Outdoor
32 TRP’s

February
Museum attendance: 10%
Media used: Radio, Outdoor
32 TRP’s
March
Museum attendance: 5%

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Media Plan

Media used: Magazine

9 TRP’S

April
Museum attendance: 6%
Media used: Magazine
18 TRP’S

May
Museum attendance:
Media used: TV, Magazine
35 TRP’S

June
Museum attendance: 9%
Media used: TV, Radio, Magazine
49 TRP’s

July
Museum attendance: 13%
Media used: TV, Outdoor, Radio, Magazine
122 TRP’s

August
Museum attendance: 14%
Media used: TV, Outdoor, Radio, Magazine
107 TRP’s

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Media Plan

The Right Cost

We are provided with $120,000 for a media plan for the Portland Children’s Museum. As a team we decided that
we are going to use four different media types as explained in the second part of this media plan (The Right
Medium). We thought that TV, Radio, Magazines, and Outdoor are going to deliver the most effective reach and
frequency for our target market (Women 25-49). We thought that this distribution for our budget is going to give
us the best results to reach our goals.

The following graph shows the budget distribution for the 7 week rollout period. The total budget for the rollout is
$72,952, which is 60% of our total budget for the whole campaign ($120,000). We are focusing on making the
biggest number of impressions we can in our campaign. Even though TV is expensive it is the medium that
delivers the biggest number of impressions. The following graph shows that we spent 64% of our rollout budget
on TV ($46,750), 25% on Outdoor ($18,100), 7% on Radio ($5,000), and 4% on Magazine ($3,102). That shows
that we spent most of our money in the rollout period on TV and Outdoor to get the biggest number of impressions
and so we get more attention and awareness. The CPM for all mediums in the rollout period was $40.06

The total number of impressions delivered in the rollout period is 1,821,163 impressions. The following chart
shows the distribution of impressions for the rollout period if the money was spent the way the previous chart
explained. We will see that TV made a big portion of the total number of impressions made in this period 76%
(1,376,920 impressions), Outdoor 14% (253,879 impressions) Radio 6%( 110,364 impressions) Magazine 4 %
( 80,000 impressions).

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Media Plan

We spent $118,135 in the 12-Month period where the campaign is going to take a place. As mentioned above our
focus was on mediums that deliver the biggest number of impressions. We spent a little more than half of our
money on TV ($60,100), Outdoor will take second place ($26,375), Radio cost was ($22,000), and we spent the
least money on magazine ($9,660). The CPM for all mediums in the 12-Month period was $31.59. The graph
below shows the distribution in percentages.

The whole campaign made 3,739,220 impressions, TV made 2,294,760 impressions, Magazine made 560,000
impressions, Outdoor made 467,841 impressions, and lastly Radio made 416,619 impressions. Even though we
spend half of our money on TV, it made more than half of the impressions which makes it actually cheaper than
Radio and Outdoor with a CPM of $26.19. The chart below shows the impressions distribution for the whole
campaign.

Following is the Media Summary Tables for both the Rollout Period and the 12-Month Period campaign.

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Media Plan

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Media Plan

Summary Objectives

The Portland Children’s Museum’s mission of learning, creativity, imagination and shared discovery
has outgrown its current location and must expand to properly serve the community. Without a proper campaign
of awareness and knowledge of the museum and what it has to offer its mission cannot be fully realized.
Advertisements will emphasize the new and improved location and various upcoming exhibits. We have decided
to target women with children ages 25-49 as they often play the role of decision makers concerning activities for
their young children and family. The fictitious “Michelle” is our ideal customer of the Children’s Museum and
someone easily relatable for local women. Awareness of the museum and its new location are a primary goal for
the media strategy so reach will be one of our leading objectives.

The right medium is crucial in achieving our desired reach and frequency for the target audience. Our
choice of 4 different mediums will allow us to target the correct audience with the right impact and at an efficient
CPM. Our main media will be television, specifically shows with high women viewership. Shows like American
Idol, Bones and Oprah will allow us to target our audience and achieve a QME that lends credence to the
Children’s Museum. Along with radio and outdoor/transit advertisements the proper reach and frequency can be
achieved. Although impressions can cheaply be had with print advertisements such as Newspaper the fact
remains that it has declining readership and coverage not to mention a poor demographic segmentation
considering our target audience. Thus print advertisement encompasses a small portion of our budget and focuses
on select magazines. Co-branding with Bob the Builder and bringing the children’s museum to select community
centers and festivals will further accent the media campaign’s reach.

Coming in under the budget of $120,000 we have been able to achieve significant reach with half of the
target audience viewing advertisements in the first 7 weeks, 400 TRPs, and nearly 2 million impressions during
the rollout phase of the campaign. Over the 12-month campaign we have predicted nearly 4,000,000
impressions, 821 TRPs, with 65% of the target audience seeing the ads an average of 12 times. A CPM of $32
reflects the necessity of a good QME, not just raw impressions. The remainder of the unused budget will be
appropriated towards the social media presence and the creative media plan. Not only have we been able to
reach a large majority of our target audience but with the frequency they are seeing the ads the Portland
Children’s Museum will easily be able to be recalled when thinking of family focused activities.

For the Portland Children’s Museum to be able to continue to thrive, serve its community and grow the
media strategy we have selected will help the museum to realize these goals further being an essential part of the
Portland landscape.

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Media Plan

Creative Media Strategy

The creative media strategy for the launch of the

Children’s Museum at its new location will incorporate the
highly popular children’s television character Bob the Builder
along with Portland’s very own Parks and Recreation.

The strategy consists of a mobile Bob the Builder play station incorporating various interactive learning
projects and play areas. Bob the Builder is a natural partner for the Children’s Museum, not only does it feature
learning projects but teamwork and cooperation to accomplish various goals. It is also already in line with some
of the children’s museum’s own exhibits like the Dig Pit, Vroom Room and Building Bridgetown (Could be
rebranded as Bob the Builder stations during the partnership).

At these community events discounts can be given towards tickets at the Children’s
Museum along with chances to win free tickets by signing up for the Children’s
Museum mailing list. Along with promotional items for the Children’s Museum there
can be a kiosk selling the multitude of Bob the Builder toys, apparel, books, DVDs,
home décor and school supplies. Not only will the sales of these items generate
revenue for the community partner but it will also instill Bob the Builder as a favorite
of the children attending the events promoting brand loyalty and creating new
customers for the Bob the Builder franchise.

When the mobile play station is not in use it can be set up at the Children Museum’s
physical location as an additional exhibit during off-times, drawing more people to
the Children’s Museum who cannot make the community events and further
promoting Bob the Builder for the media partner with merchandise sales and brand
awareness.

During the rollout and maintenance phase of the media plan the mobile play station will be visiting the
various local community centers and regional festivals such as Fremont Fest and the East Portland Expo. These
events will be happening twice a week, weather permitting where they could be moved inside of the community
centers. Portland Parks and Recreation will be able to help facilitate the events with permits and additional
staffing in conjunction with various activities (Children’s rock walls, their own fun stations) to help further draw
crowds to the events. Parks and Recreation will benefit by promoting activities and usage of the parks and
community centers.

Internet
• Macro
o Interactive
o Direct selling opportunities
o Audience selectivity by interest
o Ability to direct traffic to website
• Micro
o Social media
This campaign will focus on social media via Facebook, Twitter, and blogs.
According to the survey conducted by Portland Children’s Museum, only two-
percent of the population received their information about the museum from the
Internet. The campaign will focus on advertising online that requires no cost due to
such a low response.

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