Open Window
Advertising
Seven dedicated members make up Open Window Advertising.
Delivering high quality, result oriented advertising campaigns.
Campaigns backed by both strategic planning and creative thinking.
Campaigns that work; a true breath of fresh air.
Tyler Scharmann
Kyle Curry
Lisshet Rodriguez-Perez
Kendra Davidson
Canyon Read
Christian Osborn
Sam Davis
Account Executive
Media Planner
Media Analyst
Media Buyer
Creative Director
Art Director
Copy Writer
TABLE OF CONTENTS
5
EXECUTIVE SUMMARY
7
SITUATION ANALYSIS
8
THE MARKET
12
THE CONSUMER
14
COMPETITIVE POSITION
18
ADVERTISING HISTORY
20
PAST SALES PROMOTIONS
22
CHALLENGES & OPPORTUNITIES
23
OBJECTIVES & STRATEGIES & TACTICS
25
TARGET MARKET RECOMMENDATION
33
MEDIA PLAN
37
COST EFFICIENCY ANALYSIS
38
MEDIA FLOW CHART
41 THE BIG IDEA
49
SALES PROMOTION
53
BUDGET RECOMMENDATION
55
BIBLIOGRAPHY
57
APPENDICES
EXECUTIVE SUMMARY
OUR NATION IS FACING A HUGE CRISIS, ONE THAT TAKES THOUSANDS OF LIVES EVERY YEAR.
THE CRISIS: INACTIVITY. LACK OF PHYSICAL FITNESS IS TAKING A HUGE TOLL ON BOTH THE NATION’S
ECONOMY, AND ITS HEALTH CARE SYSTEM. SINCE 1965, PHYSICAL ACTIVITY HAS DECREASED 32%
AND IT’S PROJECTED TO GO DOWN AN ADDITIONAL 12% BY 2030. WORRYINGLY, ACTIVITY AMONG
CHILDREN AGES 9-15 HAS DROPPED THE MOST.
THE GOAL OF THIS INTEGRATED ADVERTISING CAMPAIGN IS TO COMBAT THE INACTIVITY CRISIS
THROUGH THE USE OF NIKE+. PLACEMENTS ON CABLE TELEVISION, OUTDOOR BILLBOARDS, AND ONLINE
MUSIC STREAMS WILL INSPIRE A MORE HEALTHY AND PHYSICALLY ACTIVE NATION.
ACCORDING TO RESEARCH, THE TOP THREE REASONS CITED FOR USING WEARABLE FITNESS
DEVICES ARE MOTIVATION, MONITORING FITNESS GOAL PROGRESS, AND MONITORING PHYSICAL
ACTIVITY LEVELS AND INTENSITY. THIS ADVERTISING CAMPAIGN PLANS TO MARKET NIKE+ AS THE
PERFECT TOOL TO DO JUST THESE THINGS - REACH YOUR GOALS. THE CAMPAIGN WILL BE MEASURED BY
TRACKING BOTH THE EFFICIENCY OF MEDIA AND THE SUCCESS OF THE NIKE+ COMMUNITY REGISTERING
THEIR FITNESS STATISTICS PRE AND POST PROMOTION.
WE WILL PRIMARILY TARGET THOSE IN THE 25-34 AGE RANGE. THESE ADULTS ARE HIGH SCHOOL
GRADUATES, WITH AN AVERAGE YEARLY INCOME OF 40,000-45,000. THE INACTIVITY CRISIS IS A
RESULT OF PHYSICALLY INACTIVE PARENTS NOT PROVIDING POSITIVE EXAMPLES FOR THEIR CHILDREN.
MANY OF THOSE 25-34 ARE EITHER NEW PARENTS OR BEGINNING TO START PLANNING FOR A FAMILY.
BY TARGETING THIS AGE GROUP, OUR GOAL IS TO POSITIVELY INFLUENCE THE CURRENT GENERATION
OF CHILDREN THROUGH THE IMPROVED LIFESTYLE OF THEIR PARENTS.
THE GET MOVING CAMPAIGN WILL SPAN A FULL YEAR AND USE TV SPOTS, ONLINE ADS, AND
BILLBOARDS AS THE PRICIPAL MEDIA IN 9 DESIGNATED MARKET AREAS. THESE AREAS HAVE THE
HIGHEST CONCENTRATION OF ADULTS 25-34, AS WELL AS MANY OF THE HIGHEST OBESITY RATES IN THE
NATION.
THERE WILL ALSO BE A USER-GENERATED VIDEO CONTEST. CONTESTANTS WILL ENTER A
VIDEO OF THEMSELVES ACCOMPLISHING A FITNESS GOAL. EACH WEEK, THE VIDEO WITH THE MOST
LIKES WILL RECEIVE A DONATION TO A FITNESS RELATED CHARITY OF THEIR CHOICE IN THEIR NAME.
RADIO ADVERTISEMENTS ON PANDORA AND SPOTIFY WILL PROMOTE THE CONTEST, IN ADDITION TO
PROMOTED SEARCHES AND DISPLAY ADVERTISEMENTS ON SEARCH ENGINES. ALL MEDIA WILL DIRECT
THE CONSUMER TO THE SPLASH PAGE “NIKEPLUS.COM/GETMOVING” TO SUBMIT, VOTE, SHARE, AND
LEARN MORE INFORMATION.
IT’S TIME TO TAKE ACTION. OUR CAMPAIGN, EXPLAINED FURTHER
IN THE FOLLOWING PAGES, ENCORAGES A NEEDED LIFESTYLE CHANGE.
WITH NIKE+, CONSUMERS WILL BE ABLE TO SET AND ACCOMPLISH THEIR
GOALS LIKE NEVER BEFORE.
SITUATION ANALYSIS
8
THE MARKET
The portable fitness industry is constantly introducing innovative products. Each app or device
specializes in something unique, whether it is the number of calories burned, heart rate monitoring,
or social elements. Currently, the market for fitness monitors is comprised primarily of products
from apparel companies like Nike and Adidas, as well as companies that have been in the monitoring
business for quite some time. Polar is one such example, who develops a variety of heart monitoring
devices. In addition, smartphone companies such as Samsung have been developing competing
products, many of which were just released this year.
As depicted in the graph below,
there is an interest in trying out portable
fitness devices. Of those asked, 23%
indicated they would like to try a program
like Nike+ and 22% indicated they would
like to try a tracking device like FitBit.
Many indicated that they were unfamiliar
with these portable fitness devices as the
market is still new.
Shown below is a further
breakdown of the percentage of consumers
who are actually aware these devices are in
the market. According to market research
company The NPD Group’s Wearable
Technology Study, 36% were familiar with
sports watches, and 32% were familiar with
wearable fitness trackers.
9
SIC CODES
3021 RUBBER & PLASTICS FOOTWEAR
2389 APPAREL & ACCESSORIES
7991 PHYSICAL FITNESS FACILITIES
The SIC code for rubber and plastics footwear is 3021. Nike apparel and accessories, including
fitness accessories such as the Nike+ Fuelband and it’s competitors, fall in the SIC category of
2389. This classification includes the original platform of Nike+ with running shoes designed to
hold a wireless chip to log information. In addition, many portable fitness systems can link to gym
memberships so in looking at the market, the classification of Physical Fitness Facilities with the
SIC code of 7991 is also important. The associated NAICS code for Fitness and Recreational Sports
Centers is 713940.
MARET SIZE
The market for portable fitness devices is
rapidly evolving. According to research conducted
by the Consumer Electronics Association (CEA),
ownership of wearable fitness devices tripled
from 2012 to 2013. The CEA report indicates
that 75% of online U.S. consumers now own a
fitness technology product. Further research by
the CEA determined that the primary benefits
consumers are looking for in fitness technology
are motivation, physical activity monitoring, and
making exercise more enjoyable.
The NPD Group analyzed mobile fitness
brands and the market for wearable technology.
They discovered 3 brands (FitBit, Jawbone, and
Nike+) account for 97% of the market share.
Shown below, are the brand percentages of the
total market for January 2013 - January 2014.
However, with the recent introduction of new
products, the market share for all brands may
decrease.
10
MARET FORECAST
With the fitness technology market growing so rapidly, Mintel reports forecast that 250 million
health and fitness sensing devices will be shipped worldwide by 2017. These devices include sport
watches, heart monitors, and activity trackers. In the smart watch category alone, the Consumer
Electronics Association (CEA) predicted that sales in the next year will draw in $177 million with a
market increase of 86% in 2014.
DISTRIBUTION
Nike+ products, and competing brands, can be purchased both online and at sporting retailers.
In fact, according to analysts at statista.com, almost one third of sporting goods equipment sales in
the U.S. are handled by retail stores like Dick’s Sporting Goods or Sports Authority. Looking further at
these retail outlets, Dick’s Sporting Goods is the largest supplier of Nike products. Dick’s provides an
atmosphere where there are “stores-within-a-store” which allow entire sections of large brands such
as Nike or Adidas to have a prominent area of the retail outlet. According to Deutsche Bank’s analyst
Mike Baker, Dick’s had 171 Nike Fieldhouse concept shops, 91 North Face shops, 97 Under Armour
All-American shops and 10 Under Armour Blue Chip shops.
In addition to sporting retailers, fitness
trackers are popping up in places you may
not expect. In January of 2014, Office Depot
announced the expansion of their technology
product offerings to include health and fitness
devices. With convenience of purchase virtually
equivalent across the board, product features
must stand out against the competition.
“New technology innovation in the digital fitness space is allowing people to
seamlessly blend work and health.”
Tom Lee, VP of Merchandising & New Product Acquisition - Office Depot, Inc.
12
THE CONSUMER
Americans today are not exercising anywhere near as much as they should. According to
recent research by the Consumer Electronics Association, 46% of consumers cite lack of motivation
as the main reason they are not exercising. The GOAL of a fitness tracker is motivation. When you can
track how much you are moving, it is easier to see improvement. In fact, according to Jim Harris, the
author of “Blindsided”, a recent study showed that users of wearable technology lost an average of
four pounds over six months.
Consumers of these fitness products come from all walks of life. Athletes use the technology
in their training. Young adults use it to track their workouts. Even senior citizens use it to track
activities throughout the day, such as walking to the grocery store or visiting friends.
So who are the primary consumers of these wearable fitness devices? According to research
by the Consumer Electronics Association, users are predominantly male at 60%, visualized in the
following chart.
In addition, 56% of these males are younger, under the age of 34 years old.
13
CONSUMER ACCESS
According to Mintel’s Digital Trends report for March 2014, 61% of adults own a smartphone
that enables them to utilize fitness apps. The millennial generation is the most technologically savvy
generation. This group has strong opinions and likes to keep up with the latest trends. In fact, when
those in the millennial generation that are not yet parents are asked to name their favorite brands,
Nike stands alone at the top. According to Millennial Marketing’s Jeff Fromm, 10% favor Nike over
any other brand. In fact, when millennials become parents, their purchasing habits and preferences
change only slightly. There are currently 10.8 million millennial parents aged 25-34, and although other
shopping behaviors and opinions change, they still choose Nike as their favorite brand standing at the
top with 6%, followed by Target and Sony with 3% each.
FITNESS APPS
As awareness of portable fitness
increases, more adults are becoming interested
in purchasing fitness apps. In the last 2 years,
usage of fitness apps increased by 33%. In
addition, 78% adults are interested in starting to
use a fitness app as shown in the graph to the
left. Downloads of these apps are projected to
increase from 154 million downloads in 2010 to
908 million downloads in 2016..
According to ABI research, purchases of wearable wireless fitness devices are projected to rise from
20.77 million purchases in 2011 to 169.5 million purchases in 2017. The top three reasons people gave
for using their wearable fitness devices are shown in the graph below.
These top three reasons are motivation
(52%), monitoring fitness goal progress (47%)
and monitoring physical activity levels or intensity
(46%). Owners of dedicated wearable fitness
devices and sleep trackers are most likely to use
their products on a daily basis (47%) compared
to other fitness technology products.
14
COMPETITIVE POSITION
LEADING COMPETITORS
ADIDAS
Adidas has two different types of wearable technology. First, the Adipower TR Watch, which
runs at about $125 retail in a teal blue color. The one-size-only watch features 100-lap memory,
chronograph, timer/interval timer, training timer, two alarms and a referee function. The case size of
this product is 50mm with a polyurethane strap and is water resistant to a depth of 660 feet.
Another watch that Adidas has on the market is the MiCoach Smart Run. The MiCoach costs
$400 retail, comes only in black, and only has one size option. The product features real-time flexible
training plans with workout reviews, a strapless continuous heart rate, GPS, Bluetooth 4.0, and a four
to eight hour battery life. In addition, the MiCoach includes a wireless music player, 4GB memory,
and a 1.45’’ transflective touch screen. Finally, the watch is made of stainless steel bezel, buckle and
detailing, a silicone strap, a magnesium backplate and weighs about 2.8 ounces. This watch must first
be set up with an online account before use.
15
JAWBONE
Jawbone has two types of wristbands. The UP24 provides feedback in the moment. This
product is available in two different colors and three different sizes including small (5.5 to 6 in.),
medium (6 to 7 in.) and large (7 to 8 in.) for $150 retail. It even comes with various tracking features
for sleep, movement, and food intake. Another product, the Jawbone UP tracks all of your activities to help you understand your
day and plan your fitness ahead of time. The Jawbone UP is available at retail for $100 and comes in
a variety of colors and the same three sizes. Like the UP24, this wristband also comes with various
tracking features for sleep, movement and food intake.
The wristbands use Bluetooth 4.0 BLE and a Tri-axis accelerometer. It addition, the product
has two single color LEDs and a vibrating motor power charge station. Jawbone’s retail partners
consist of; AT&T, Amazon, Apple, Best Buy, InMotion, Jawbone Online Store, SkyMall, Sprint, and
Verizon.
FITBIT
Fitbit has two types of activity tracking wristbands as well. The FLEX wireless activity
wristband has a retail price of $100. FLEX wireless has an adjustable size and comes in six different
colors. The device allows you to track your steps, distance traveled, active minutes, calories burned,
hours slept, and quality of sleep. In addition, the FLEX is water resistant and reminds the user to keep
moving. The active band can connect to various computers without needing to be plugged in or have
any buttons pushed. FLEX uses a free mobile app and online dashboard to keep track of the users
activity.
The second wristband Fitbit sells is the Zip wireless activity tracker. It is priced at $60 retail and
comes in five colors. The Zip tracks users’ steps, calories burned, and distance traveled. In addition,
the device is also rain, splash and sweat-proof with a replaceable battery that lasts six months. Like the
FLEX, the Zip is wirelessly compatible with many computer devices and uses mobile apps and online
dashboards to keep track of activity.
16
OTHER COMPETITORS
APPS
Although millions of phone applications already exist, the market for health and fitness apps
is growing. However, these types of apps may not have much long- term staying power. Some of the
top fitness apps include Argus, Coach Alba, Digifit iCardio, Cyclemeter, Endomondo Sports Tracker,
Fitbit.com, and Fitocracy. These apps vary in the different measurements that can be tracked such as
miles ran, calories burned, types of workouts completed, and many more. They also come in a wide
range of prices.
17
ACTIVE VIDEO GAMES
CBS news reported the top ten fitness video games, all with a variety of prices and features.
We chose to focus on five. The Wii Fit Plus costs $20 and includes more than 40 types of training
activities. For the Xbox 360 there is Your Shape: Fitness Evolved. Around $20, the game allows users
to do many activities such as yoga and Tai Chi. EA Sports Active 2 is available on the Xbox 360, PS3
and Wii, and ranges in price from $20-$23. It can be connected wirelessly to the game console and
features numerous exercises in several categories. Another game, Zumba Fitness ranges in price from
$30-$50. The Xbox 360 also has the top shelf dancing game Dance Central, which track calories and ranges in price from about $30-$60, depending on the console the game is bought for.
18
ADVERTISING HISTORY
Due to the relative immaturity of the
mobile fitness market, there has yet to be much
advertising for fitness tracking and related
products. Consumers, through blog posts and
review lists, have generated nearly all of the buzz
around mobile fitness.
“One excellent feature about Nike+ that I never hear anyone talk
about... their social map routes. I’ve found all kinds of running
trails that I would have never thought of.” - Twitter’s @farcedude
Some competitors have not done much
outside of contacting bloggers and obtaining
coverage in various general and technology
related online news outlets. The websites
often write favorable reviews, emphasizing the
technology involved in the product. Below are
some of the comments they feature on the fitbit.
com website
FITBIT
Most recently, Fitbit came out with
an advertisement on Youtube. The campaign
promotes a generally active lifestyle, providing
examples of easy exercise found throughout the
day and showing the Fitbit track it all.
“Many people asked me to review my FItbitFlex, so I figured it
was perfect timing now that Livi is napping. Just a head’s up: I
paid for the flex with my own money, and am not affiliated with the
company in any way” - Fitnesssista lifestyle blogger (fitnesssista.com)
Bloggers also commonly post lists of
the top trackers or devices. In one example,
on lifehacker.com, the top 5 fitness apps are
highlighted. Not only does the creator of the list
create buzz, but other consumers comment on
whether they agree or disagree with the opinions.
“But I have to say that this little device motivated me to be more
active during my workday.” - New Day Northwest
19
NIKE+
Even though Nike+ launched in 2006, Nike has only recently started actively promoting the
brand by pushing the Nike Fuelband SE. Their first promotion was a video on YouTube purely
introducing the product. With copy including phrases like “it’s a smart, simple, fun way to get more
active,” the company has taken a casual and informal approach.
Nike+ also ran a campaign playing off
the fact that the app counts daily activity with
the phrase “Make It Count.” These ads appeared
on Youtube as well as in subway stations in New
York, this time taking a more serious, “work
hard” tone.
20
PAST SALES PROMOTIONS
NIKE+
The biggest and only promotion specifically focused around Nike+ was the Nike+ Human
Race put on by Nike in 2008 and 2009. This race was designed for any person, any skill level, around
the world. More than 750,000 runners participated in the event, which took place in more than 24
cities worldwide. The Nike+ Human Race was unique specifically because you didn’t need to actually
attend an organized 10K event. The concept of the promotion was to show Nike+ participants that the use of Nike+ technology, such as the Nike fuel band or mobile application, they could participate
in the run anywhere and in anyway they pleased.
In 2008 alone, runners covered 802,242 miles while the Nike+ Human Race worked with
charities including Livestrong and Ninemillion.org to empower runners and celebrate the sport of
running.
The promotion marked the first step of combining the physical aspect of running with
the virtual one, showing a new market in mobile fitness. The promotional event also included Nike
partners hosting races in their local communities. These events gave runners the ability to run with
others, and strengthen communities centered around the sport of running. Most groups even brought
their own unique aspects to the race, such as running routes and special festivities.
21
FITBIT
Fitbit’s promotions are mainly comprised
of coupons and discounts offered by “Fitbit
Force Coupons” or the “Fibit Flex Coupon
Code” through select retailers such as Amazon,
Best Buy, and Costco along with 63 other 3rd
party resellers. Fitbit promotions focus on
its cheaper pricing, ongoing discounting, and
holiday discounts on days such as Cyber Monday,
Christmas, and Black Friday.
BODYMEDIA FIT
One relatively unknown competitor,
BodyMedia, has partnered with The Biggest
Loser, a weight-loss based reality television show.
The contestants on the show use the BodyMedia
FIT hardware and phone app to track their
calories and sleep statistics. The promotion is
targeted towards those who have a higher sense
of self-efficacy thanks to the role models who
compete on the show.
22
CHALLENGES
Competitors offer similar,
less expensive products.
Exercise momentum is
difficult to build.
There is minimal consumer
buzz around portable
fitness products.
OPPORTUNITIES
Large following and
passionate community.
Target audience currently
has no exercise routine.
Room for Nike+ to
establish dominance.
23
OBJECTIVES
Drive new users to the
Nike+ Community.
Develop Primary demand
for personal and portable
fitness.
Maintain consistency with
the current Nike image.
Obtain 200 GRPs per
market over one year,
focusing on frequency
over reach.
Increase brand awareness
in Americans’ health and
day to day lives .
STRATEGIES
Develop a communication
message appropriate to our
target audience.
Promote key differentiations
from other competitors.
Encouarge a lifestyle of daily
activity.
Increase share of voice in
the various recommended
media.
TACTICS
Utilize media channels such
as cable, outdoor, online
radio, and social media.
Use public desire to donate
to charity through sales
promotion efforts.
Encourage consumers to
seek out and overcome
personal goals.
TARGET MARKET
RECOMMENDATION
26
Recommended target audience was based off of extensive research on consumers and the market, along with necessary secondary
research. Mintel, Simmons, CDC Reports, the Design to Move campaign, and the situation analysis were all utilized to collect data. Selection of
the DMAs was chosen through the consumers’ health patterns and the saturation of the target age. The GOAL is to target adults aged 25-34
who are either parents or soon to be parents. This target was also chosen based on the idea that adults 25-34 are going through major change in
their life, whether it be marriage, having their first child, or changing jobs, these factors all play into their willingness to alter their habits.
PROFILE
NIELSON’S PRIZM
TECH NESTS: UPPER MIDDLE CLASS; YOUNG W/ KIDS
Young, wired families make up this
segment of small-town families with big appetites
for consumer electronics. Most of these middleclass twenty something and thirty-something
adults have service jobs, which allow them to
outfit their homes with plenty of technology:
satellite or cable TV service with a DVR package,
video game systems, and Slingboxes.
LIFESTAGE GROUP: 04 - Early Adopting Elite
27
DEMOGRAPHICS
EDUCATION
Simmons research shows,
after cross-tabulating gender and
education levels, adults ages 25-34
are most likely to have a four year
degree.
INCOME
Cross-tabulations also find
that the recommended target age
group has an average annual earning
of $40,000-44,999. This is considered
to be middle class.
28
CHARACTERISTICS
The following graphs demonstrate why the target audience fits best, providing support on why ages
25-34 need to be targeted due to their health habits. Through extensive Simmons research we found that our
intended demographic has the least healthy lifestyles. However, they find physical appearance is important in
regards to being attractive.
I MAKE SURE I EXERCISE REGULARLY
Based on the vertical percentages and index numbers, those who are 25-34 are the least likely to exercise regularly.
I DO SOME SPORT/EXERCISE AT LEAST ONCE A WEEK
25-34 year olds also have the lowest percentage of doing some sort or sport/exercise at least once a week.
IT IS IMPORTANT TO BE ATTRACTIVE TO THE OPPOSITE SEX
Despite inactivity, 18.5% of 25-34 year olds still believe it is important to be considered attractive by the opposite sex.
29
HOUSEHOLDS
More research found households containing families to be the most important target, since healthy
habits are important to start at an early age. When adults live healthier, their children are healthier as well. FOR MY HEIGHT, I WOULD SAY I AM
Respondents with children under 18 in the household are the most likely to say they are the right weight.
I AGREE WITH THE STATEMENT
Respondents who are overweight,
obese, or extremely obese and who have
a household income of $75K-99.9K are
the most likely to report that working out
is an important part of their lives and
are the least likely to report that obesity
in their family history. Respondents with
a household income of $100K+ are the
least likely to report that their weight is
something they do not think much about
and the most likely to report currently
being on a diet.
30
LIFESTYLE
GYM ACTIVITY
This table shows the gym activity of our target audience. These numbers are indicative of a very unhealthy lifestyle.
MOBILE SOCIAL NETWORK USAGE
Mintel data also found the recommended age group uses mobile social networks second most of all.
This is notable because Nike+ is primarily a mobile application.
31
DESIGNATED MARKET AREAS
The proposed markets were chosen based
research analyzed from the 2011 Media Market Guide.
The proposed DMA’s will be reached by placing media
in 10 DMAs with the most potential of reaching 25-34
year olds. Research shows that the 8 Markets with the
highest concentration of 25-34 year olds are: Boston,
Los Angeles, Houston, Chicago, Atlanta, Miami, New
York, and Philadelphia.
OUR TARGET DMAS
LA
HOUSTON
DALLAS
CHICAGO
BOSTON
ATLANTA
NEW ORLEANS
NEW YORK
PHILADELPHIA
MIAMI
In addition to the eight markets listed to the
left, the heat map above shows that the campaign must
focus on Dallas, Houston, and New Orleans. These
cities not only have a high concentration of our target
audience, but also show the highest obesity rates in the
nation.
MEDIA PLAN
34
OBJECTIVES
• OBTAIN OVER 500 GRPS OF CABLE TV
• OBTAIN OVER 500 GRPS OF OUTDOOR
• OBTAIN OVER 300,000 ONLINE CLICKS
These media GOALS were determined to make sure the campaign achieves as much reach
and frequency as possible. Achieving these goals will not only ensure that the largest number of
consumers in the target audience are exposed, but will add to the longevity of the campaign. Through
the combination of digital media, outdoor billboards, and cable television, the GetMoving campaign
will inspire consumers to start interacting with Nike+. The next couple sections will go into more
detail about the proposed media and the reasons for selecting them. It also includes an efficiency chart
to support the recommendations.
PROPOSED MEDIA
After analyzing media quintile data for the recommended target audience, clear trends of
consumption habits emerged. Data showed that adults 25-34 spent the bulk of their time online,
with home and office Internet use weighing in with the highest index numbers. The 25-34 adult
demo is tech savvy, and a good portion of that online usage is spent on mobile devices. Therefore
it is recommended that Nike+ use a sizeable portion of the media budget on digital media, such
as promoted search and video, promoted search
through keywords, and online music streaming
services like Pandora and Spotify. These music
services will help to increase the mobile presence
of the campaign and drive downloads of mobile
applications.
Cookie tracking of unique visitors will
allow the campaign to narrow its focus on the
target audience with each click. The online
streaming services can also be more focalized,
using metadata and Facebook profile information
to ensure the smallest amount of bleed out into
other demos and targets.
The 2014 AdAge FactPack, a yearly guide to advertising trends and market information, also
supports these recommendations. In their section about which media consumers spent the most
amount of time consuming daily, they reported that digital media was consumed 361 minutes a day on
average by adults 25+. Television came in a close second, averaging 271 minutes a day.
35
ONLINE
After reviewing secondary research, it became apparent that adults are heavy Internet users,
both at home and work. An insight in the 2014 AdAge Media Fact Pack lead to the discovery that
adults are much more likely to download an app when they after while having their phone in their
hands or in their pockets when they hear a call to action. Online streaming services such as Pandora
and Spotify were a offer an opportunity to reach consumers on their mobile devices and cash in on
this insight.
AT HOME
AT WORK
RADIO
Radio advertisements were considered for the campaign, but they are not recommended for
the target audience. Since such a large part of the GetMoving Campaign geared towards getting
consumers to download Nike+ applications, advertisements would be better placed where people can
hear and see it on their mobile devices.
TELEVISION
Television is evaluated based on specific
day parts and The results showed that all day
had some of the highest index number however
all day is more costly. So Primetime and early/
late fringe would be the most cost effective, this
is where the weight of the media budget will be
placed. Primetime will give the highest amount
of impressions toward the target audience.
We recommend purchasing primetime,
early fringe, late fringe, and run of service spots
on the ten networks with the highest ratings to
target of 25-34 year old adults. These networks
are TBS, ESPN, TNT, MTV, Nickelodeon, TLC,
USA, MTV, Discovery, and Lifetime.
OUTDOOR
Outdoor billboards will be used in
five markets as a supplement to the campaign.
Analysis of media quintiles and outdoor exposure
to 25-34 year old adults shows strong index
numbers and vertical percentages in the top two
quintiles. This data shows that limited outdoor
advertising in the right market areas can bolster
the effectiveness of the campaign, especially at
initial launch.
37
COST EFFICIENCY ANALYSIS
The cost efficiency charts helped evaluate certain media that were popular among the target
audience. Based on the analysis it is recommended that Nike+ purchases online, outdoor billboards,
and cable television.
38
MEDIA FLOW CHART
The flow chart below indicates when and how much media will be placed during the
GetMoving Campaign. As shown, media will be placed in a year- long flighting plan. Promoted search
and YouTube advertisements will be consistent from the beginning to the end of the campaign
39
THE BIG IDEA
43
WHY ARE WE HERE?
We are selling the future’s healthy society through Nike+.
WHO ARE WE TALKING TO?
We are talking to Americans 25-34, especially those with young families.
WHY? WHAT IS THE MOST SIGNIFICANT CHANGE WE CAN CREATE?
Childhood obesity is an epidemic at an all time high in this nation, and it continues to rise.
Combating said trend is beneficial both for the health of the country and our company.
HOW? WHAT CAN PROPEL THIS CHANGE AS A STRATEGY?
Since habits, both good and bad, start with parents, we need to counteract the obesity problem
by focusing on those raising today’s children.
WHAT MAKES THIS BELIEVABLE?
One key statistic from the Designed To Move campaign: kids of inactive parents are half as
likely to be active. Kids learn to be active or inactive before they turn ten. The easiest way to reach
these children during such a critical developmental stage is through their parents.
WHAT DO WE NEED TO KEEP IN MIND?
Promote both fitness and the product; exercise can be both fun and rewarding; Nike+ is all
about engagement (both social and individual).
CAMPAIGN PROPOSITION:
GOALS GET YOU MOVING
44
TELEVISION
Drawing a parallel between professional athletes and
the amateurs who like to work out, focusing specifically on the necessity of GOALS.
VIDEO
1.
OPEN ON LONG SHOT OF A KICKER
LINING UP TO TAKE A GAME WINNING FIELD
GOAL, SWEAT POORING DOWN HIS FACE.
2.
MEDIUM SHOT OF A HOCKEY PLAYER
SLOWLY SKATING UP TO TAKE A GOAL DURING A
SHOOTOUT.
3.
MEDIUM SHOT OF A SOCCER PLAYING
LINING UP TO TAKE THE FINAL SHOT DURING A
SHOOTOUT.
4.
MEDIUM SHOT OF THE KICKER TAKING
HIS RUN UP IN SLOW MOTION.
5.
MEDIUM SHOT OF THE HOCKEY PLAYER
LOADING UP A SLAP-SHOT.
6.
MEDIUM SHOT BEHIND SOCCER GOAL
TAKER, HIS LEG COCKED BACK
7.
CLOSE UP SHOT OF THE FOOTBALL
KICKER PLANTING HIS FOOT AND HITTING THE
BALL.
8.
CLOSE UP SHOT OF THE HOCKEY PLAYERS
STICK HITTING THE PUCK, AND THE PUCK FLIES
RIGHT OFF THE ICE TOWARDS THE CAMERA.
9.
CLOSE UP SHOT OF THE SOCCER PLAYER
TAKING AND EXTRA STEP, PLANTING HIS FOOT
AND STRIKING THE BALL.
10.
FINAL CLOSE UP SHOT OF A NIKE SHOE
PLANTING ON THE PAVEMENT OF A HOT
DRIVEWAY AT DUSK.
11.
MEDIUM SHOT OF A YOUNG WOMAN,
DRESSED IN NIKE RUNNING GEAR, WEARING AN
IPOD WITH THE NIKE RUNNING APP PULLED UP.
SHE CHECKS HER STATS AND SMILES.
12.
LONG SHOT OF THE WOMAN’S HOUSE
AS THE SUN IS COMING UP. SHE RUNS UP TO HER
FRONT STEPS, AND GOES INSIDE HER HOUSE.
THE TAGLINE OF THE COMMERCIAL FADES IN
TWO PHASES.
13.
FIRST PART OF TAGLINE FADES IN,
“GOALS GET YOU MOVING” THAT FADES OUT
AND, “NIKEPLUS.COM/GETMOVING” FADES IN IN
ITS PLACE.
AUDIO
SFX: CROWD CHEERING
BREATHES HEAVILY.
LOUDLY,
PLAYER
SFX: CROWD CHEERING LOUDLY
SFX: CROWD CHEERING LOUDLY
SFX: CROWD STILL CHEERING LOUDLY BUT IT
SOUNDS QUIET AND FAR AWAY AS THE PLAYER
FOCUSES ON HIS SHOT. SFX CONTINUES FOR
SHOTS 4-9.
SFX: SOUND OF FOOT STRIKING THE BALL.
SFX: SOUND OF STICK STRIKING THE ICE AND
THE PUCK.
SFX: CLEATS SCRAPING THE GRASS AND STRIKING
THE BALL.
SFX: FOOT PLANTS ON THE DRIVEWAY. WOMAN
BREATHING HEAVILY.
SFX: WOMAN BREATHING HEAVILY. YOU HEAR
HER NIKE+ TRAINER JILLIAN MICHAELS SAY,
“CONGRATULATIONS, YOU REACHED YOUR
GOAL OF FOUR MILES TODAY, GOOD WORK!”
SFX: BIRDS CHIRPING AS THE SUN RISES.
CONTINUES FOR REST OF SPOT.
FEMALE ANNOUNCER 1: GOALS ARE WHAT GET
YOU MOVING. START REACHING YOUR GOALS
TODAY AT NIKEPLUS.COM/GETMOVING.
45
46
OUTDOOR
Keeping it short and sweet while managing to linger in the viewer’s mind.
Adults 25-34 are constantly going
somewhere. Billboards reach the audience
while they are on route. The copy, “Reach Your
GOALS,” is intended to both invoke thought and
inspire action. By emphasizing GOALS in green,
like final lights on a Nike Fuelband, the reader
starts thinking about their own GOALS, and the
core message of the campaign sticks with them
longer than the two seconds it took to read.
INTERNET RADIO
Staying on the top of the mind while using GOALS to promote accomplishment and community.
The first of two internet radio spots
portrays an important track and field event in
which we hear a runner crossing the finish line
in first place, putting emphasis on the GOAL to
convey a sense of accomplishment.
Radio advertisement number two draws
attention to the online sales promotion, a video
competition where the weekly winners pick a
charities to which Nike+ will donate money. It is
covered more in the Sales Promotion section.
(SFX: CROWD NOISE)
(SFX: HEART BEATS)
(SFX: TRACK GUN GOES OFF AND FEET START
RUNNING)
(SFX: CROWD NOISE FADES TO A TICKING
CLOCK AND HEAVY BREATHING)
(SFX: RUNNER GRUNTS AND SLOWS DOWN
WHILE CROWD GOES WILD)
Narrator: Whether you’re trying to win a race or lose a
couple pounds, your goals are what get you moving.
Download the Nike plus app now to set and achieve your
goals.
(NARRATOR: ENTHUSIASTIC FEMALE)
Narrator: You could win ten thousand dollars
for charity! Upload a video of the most creative
ways you achieve your fitness goals to the Nike
Plus “Get Moving” YouTube channel. Share
your own content, challenge your friends, and
vote for your favorites. You could have
47
SPLASH WEBPAGE
Connecting all aspects of the video contest in one place.
The image below is a rendition of
nikeplus.com/getmoving. This website will be
accessible from nikeplus.com, the Nike+ App,
and internet radio advertisements, and will be
used to tie all aspects of the sales promotion in
one online place. Through this site, users will
be able to read the contest’s rules, submit their
videos, and vote for their favorites. They will
even be able to share what they like with their
friends through a wide variety of social media.
More details can be found in the Sales Promotion
section of this book.
SALES PROMOTION
50
OBJECTIVE
The main GOAL of the sales promotion is to incentivize consumers to join the Nike+ online
community and begin setting fitness goals for themselves. The promotion will also encourage a general
fitness lifestyle. It is meant to inspire Americans to get up and get moving.
PROMOTION
VIDEO COMPETITION
Each week, participants will create
videos showcasing how they meet their fitness
GOALS using Nike+. This could be anything the
consumers can think of. The content is entirely up
to the imagination of the online community.
Nike+ users and YouTube subscribers
will be able to vote on the videos they liked the
most each week. Every Friday, the Nike+ video
submission with the most “likes” will be contacted
and offered the opportunity to give $10,000 to their favorite fitness related charity or community
program.
The winners will be announced on both the Get Moving splash page and the Nike+ Youtube
channel. Each winner will also be rewarded by being entered into the Nike+ Hall of Fame, where their
videos, their names, and the charity they chose to donate to will remain spotlighted on the splash page.
These weekly rewards help promote and fund numerous health related charities in America,
including organizations fighting obesity. This philanthropic effort will help Nike+ users feel good
about themselves and their achieved GOALS. Ultimately, viewers and participants will see how meeting
their goals can not only make a big impact in their own lives, but how they can also have an immense
effect on society.
COMPETITION RULES
Participants must be using some form of Nike+ product, whether it be the fuelband, any
of the mobile applications, or the Nike+ Kinect program on the Xbox. Contest participants will
also be given a weekly deadline of Thursday at 12p.m in order to be eligible for the following weeks
contest. All videos must be sent to the Nike+ video competition’s promotional email for censorship
and approval before it is officially posted. Applicants must include their name, their Nike+ account
information, email, phone number and video submission in order to be eligible to win.
51
MEASUREMENT
In a traditional advertising campaign, results are seen in either impressions or sales. However,
the goal of the Get Moving campaign is to inspire a fitter nation so a multitude of measurement
techniques will be utilized.
Campaign success will be measured with multiple ways of assessing the overall change in
fitness levels of both the Nike+ users as well as the country as a whole.
First, for those using Nike+, there will be an optional
registration on the promotional splash page where Nike+
users can register their body metrics. Using these body metrics,
an evaluation of the current state of their fitness levels will be
the starting point on which to base campaign success. The
users will then be prompted to re-enter updated information
each month. At the end of the campaign, campaign success
will be seen by what percentage of Nike+ users were able to
lose weight with the Nike+ apps and fitness trackers.
Another metric used will be evaluating the average BMI or Body Mass Index of America.
Gallup Well-Being releases a survey each year evaluating over 350,000 Americans from major cities to
see what areas have the highest average rate of obesity. In evaluating BMI’s, 25 is seen as overweight
and 30 is considered obese. Obesity percentages will be taken from the previous year’s survey in all
of the cities airing Nike+ advertisements. The percentages from 2013 will be contrasted with the new
numbers released the year the promotion ends to measure the effect the Get Moving campaign had
nation-wide.
52
BUDGET
The video competition will span 52 weeks with 1 winner per week. Each winner will have
$10,000 donated in their name to a charity. This year-long promotional campaign will cost $520,000,
making up 60% of our allocated promotional budget. The video competition will create a viral
buzz around Nike+, and, with our overarching GOAL of a fitter nation, the money going to these
organizations will snowball into other successful programs, whether they are organizations helping
children showing early signs of obesity, or renovation to encourage play at a local park.
52 WEEKS OF COMPETITION X $10,000 PER WEEK = $520,000
LAUNCH PERIOD
Our Launch period will begin May 1st of 2015 and continue throughout the year ending the
same day it started May 1st. Our Nike+ competition will occur weekly over the span of the whole year,
with a weekly winner announced on the Nike+ splash page every Friday at 12p.m. Our launch period
begins right before the peak season of exercise in hopes to encourage increased contest participation.
CHARITY EXAMPLES
TOTAL BUDGET
$4,340,000
MEDIA (64%)
PRODUCTION (15%)
SALES PROMOTION (11%)
OVERHEAD BUDGET (10%)
$2,771,000
$651,000
$520,000
$398,000
EXPECTED TOTAL EXPENDITURE
$3,942,000
ITEMIZED
Campaign Budget: $4,340,000.00
Expected Total Campaign Expenditure: $3,942,000.00
Overhead Budget (10%): $398,000.00
Production Budget (15%): $651,000.00
Production of TV Spot: $20,000.00
Production of Radio Spot: $20,000.00
Web Designer: $20,000.00
Web Developer: $100,000.00
Talent for both spots:
Clint Dempsey: $100,000.00
Alexander Ovechkin: $80,000.00
Matt Prater: $75,000.00
Model Girl: $2,000.00
Goalies (2 X $500): $1000 Media Budget (64%) $2,771,000.00
1.) Online Media (45%): $1,253,472.00
Pandora and Spotify (52%): $525,472.00
Audio (75%): $394,104.00
Display (25%): $131,368.00
Keyword Searches through Google (48%): $728,000.00
2.) Cable Television (26%): $713,424.00
New Orleans: 6 X Cost per 4 weeks (7284.00)= $43,704.00
New York: 2 X Cost per 4 weeks ($219,000.00)= $438,000.00
Los Angeles: 2 X Cost per 4 weeks ($113,950.00)= $227,900.00
Philadelphia: 2 X Cost per 4 weeks ($42750.00)= $85,500.00
Chicago: 2 X Cost per 4 weeks (4500.00)= $9,000.00
3.) Outdoor Media (29%): $804,104.00
New Orleans: 6 X Cost per 4 weeks (7284.00)= $43,704.00
New York: 2 X Cost per 4 weeks ($219,000.00)= $438,000.00
Los Angeles: 2 X Cost per 4 weeks ($113,950.00)= $227,900.00
Philadelphia: 2 X Cost per 4 weeks ($42750.00)= $85,500.00
Chicago: 2 X Cost per 4 weeks (4500.00)= $9,000.00
Sales Promotion (11%): $520,000.00
BIBLIOGRAPHY
2010 Census. (n.d.). Census.Gov. Retrieved April 4, 2014, from http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf
2014 Marketing Fact Pack. (n.d.). Advertising Age Annual 2014. Retrieved April 22, 2014, from http://www.adage.com/trend-reports/report.php?id=88
3 fitness apps to turn your smartphone into a personal trainer. (n.d.). KING king5.com. Retrieved April 11, 2014, from http://www.king5.com/new-daynorthwest/Find-the-best-app-for-fitness-and-weight-loss-196931321.html
Adult Obesity Facts. (2014, March 28). Centers for Disease Control and Prevention. Retrieved April 28, 2014, from http://www.cdc.gov/obesity/data/
adult.html
Advertising Age Finds the Cities With the Most Millennials | Ad Age Stat - Advertising Age. (n.d.). Advertising Age AdAgeStat RSS. Retrieved April 25,
2014, from http://adage.com/article/adagestat/advertising-age-finds-cities-millennials/149347/
Athletic Shoes, Casual Shoes, Apparel & Sports Equipment | adidas.com. (n.d.). Athletic Shoes, Casual Shoes, Apparel & Sports Equipment | adidas.
com. Retrieved April 15, 2014, from http://www.adidas.com
Breaking News. (n.d.). CBS News. Retrieved April 15, 2014, from http://www.CBSNews.com
Buzz. (n.d.). Buzz. Retrieved April 5, 2014, from http://www.fitbit.com/buzz
Company Search. (n.d.). Hoovers. Retrieved April 30, 2014, from http://www.hoovers.com/company-information/company-search.html
Consumer Interest In Purchasing Wearable Fitness Devices. (n.d.). Consumer Electronics Association. Retrieved April 15, 2014, from http://www.
ce.org/news/news-releases/press-releases/2013-press-releases/consumer-interest-in-purchasing-wearable fitness-d.aspx
Designed To Move. (n.d.). Designed To Move. Retrieved April 1, 2014, from https://www.designedtomove.org/en_US/
Fitbit. (n.d.). Fitbit® Official Site: Flex, One and Zip Wireless Activity and Sleep Trackers. Retrieved April 10, 2014, from http://www.fitbit.com/
Fitness Devices. (n.d.). Fitness Sisa. Retrieved April 27, 2014, from http://www.Fitnesssista.com
Five Best Mobile Fitness Apps. (n.d.). Lifehacker. Retrieved April 17, 2014, from http://lifehacker.com/5607322/five-best-mobile-fitness-apps
Health and Fitness Clubs. (n.d.). Mintel. Retrieved April 30, 2014, from http://www.academic.mintel.com
Health and Well-being Improvement | Healthways. (n.d.). Health and Well-being Improvement | Healthways. Retrieved April 25, 2014, from http://
www.healthways.com/
Market Size For Wearables. (n.d.). Broadcom. Retrieved April 10, 2014, from http://www.blog.broadcom.com/ces/whats-the-market-size-for-wearablesbigger-than-you-think-says-ces-expert/
Marketing to Millenials. (n.d.). Millenial Marketing. Retrieved April 27, 2014, from http://www.MillenialMarketing.com
Media Market Guide. (n.d.). ABI Research. Retrieved April 15, 2014, from http://www.ABIresearch.com
Nike+. (n.d.). Nike+. Retrieved April 13, 2014, from http://www.nikeplus.nike.com
Simmons Research. (n.d.). Experian. Retrieved April 4, 2014, from http://www.experian.com/simmons-research/simmons-oneview.html‚Äé
State and County QuickFacts. (n.d.). State and County QuickFacts. Retrieved April 8, 2014, from http://quickfacts.census.gov/qfd/index.html
TV Is Not Dead. (n.d.). Media Market Guide. Retrieved April 13, 2014, from http://www.tvisnotdead.com/tag/sqad-media-market-guide/‚Äé
UP. (n.d.). Jawbone. Retrieved April 30, 2014, from https://jawbone.com/up
USA TODAY: Latest World and US News - USATODAY.com. (n.d.). USA TODAY: Latest World and US News - USATODAY.com. Retrieved April
10, 2014, from http://www.USAtoday.com
Well-Being. (n.d.). Well-Being. Retrieved April 30, 2014, from http://www.gallup.com/tag/well-being.aspx
APPENDICES
Additional Simmons Research
Total
Total
25 - 34
Sample
12,106
1,303
Vertical %
100.0%
100.0%
Index
100
100
Sample
2,327
258
Vertical %
20.0%
21.8%
Index
100
109
Sample
2,350
255
Vertical %
20.0%
18.9%
Index
100
94
Radio Drivetime (HIGHEST)
Radio Drivetime (2ND HIGHEST)
Radio Drivetime (MIDDLE)
Sample
2,212
261
Vertical %
19.9%
21.3%
Index
100
107
Sample
2,461
263
Vertical %
20.0%
21.0%
Index
100
105
Sample
2,756
266
Vertical %
20.1%
17.0%
Radio Drivetime (2ND LOWEST)
Radio Drivetime (LOWEST)
Index
100
85
Sample
2,302
173
Vertical %
20.0%
16.2%
Index
100
81
Sample
2,349
218
Vertical %
20.0%
17.9%
Index
100
89
Radio All Day (HIGHEST)
Radio All Day (2ND HIGHEST)
Radio All Day (MIDDLE)
Sample
2,348
265
Vertical %
20.0%
23.9%
Index
100
120
Sample
2,550
324
Vertical %
20.0%
21.1%
Index
100
106
Sample
2,557
323
Vertical %
20.1%
20.9%
Index
100
104
Radio All Day (2ND LOWEST)
Radio All Day (LOWEST)
TV PRIMETIME (HIGHEST)
Sample
2,274
153
Vertical %
19.9%
14.0%
Index
100
70
Sample
2,461
249
Vertical %
20.0%
19.2%
Index
100
96
Sample
2,347
222
TV PRIMETIME (2ND HIGHEST)
TV PRIMETIME (MIDDLE)
Vertical %
20.0%
17.3%
Index
100
87
Sample
2,368
311
Vertical %
20.0%
23.6%
Index
100
118
Sample
2,656
368
Vertical %
20.1%
25.9%
TV PRIMETIME (2ND LOWEST)
TV PRIMETIME (LOWEST)
Index
100
129
Sample
2,175
170
Vertical %
19.9%
16.0%
Index
100
80
Sample
2,412
199
Vertical %
20.0%
17.9%
Index
100
90
TV EARLY & LATE FRINGE (HIGHEST)
TV EARLY & LATE FRINGE (2ND HIGHEST)
TV EARLY & LATE FRINGE (MIDDLE)
Sample
2,414
252
Vertical %
20.0%
20.2%
Index
100
101
Sample
2,483
301
Vertical %
20.0%
20.3%
Index
100
101
Sample
2,622
381
Vertical %
20.1%
25.5%
Index
100
127
TV EARLY & LATE FRINGE (2ND LOWEST)
TV EARLY & LATE FRINGE (LOWEST)
TV ALL DAY (HIGHEST)
Sample
2,391
287
Vertical %
20.0%
25.0%
Index
100
125
Sample
2,453
234
Vertical %
20.0%
19.8%
Index
100
99
Sample
2,443
260
Vertical %
19.9%
16.9%
TV ALL DAY (2ND HIGHEST)
TV ALL DAY (MIDDLE)
Index
100
85
Sample
2,297
247
Vertical %
20.0%
20.1%
Index
100
101
Sample
2,522
275
Vertical %
20.1%
18.2%
Index
100
90
TV ALL DAY (2ND LOWEST)
TV ALL DAY (LOWEST)
INTERNET ACTIVE QUINTILE 1 (HIGHEST)
Sample
1,574
208
Vertical %
14.7%
17.7%
Index
100
120
1,665
202
INTERNET ACTIVE QUINTILE 2 (2ND HIGHEST)
Sample
Vertical %
14.8%
19.5%
Index
100
132
Sample
1,756
222
INTERNET ACTIVE QUINTILE 3 (MIDDLE)
Vertical %
14.7%
17.4%
Index
100
119
1,771
206
INTERNET ACTIVE QUINTILE 4 (2ND LOWEST)
Sample
Vertical %
14.8%
17.1%
Index
100
116
Sample
1,850
205
Vertical %
14.9%
12.8%
INTERNET ACTIVE QUINTILE 5 (LOWEST)
Index
100
85
Sample
725
119
Vertical %
7.3%
12.1%
Index
100
165
750
108
INTERNET ACTIVE QUINTILE 1 (HIGHEST)
INTERNET ACTIVE QUINTILE 2 (2ND HIGHEST)
Sample
Vertical %
7.3%
10.5%
Index
100
144
INTERNET ACTIVE QUINTILE 3 (MIDDLE)
Sample
741
68
Vertical %
7.3%
6.9%
Index
100
95
770
91
INTERNET ACTIVE QUINTILE 4 (2ND LOWEST)
Sample
Vertical %
7.3%
8.4%
Index
100
115
Sample
764
106
Vertical %
7.5%
10.1%
Index
100
135
INTERNET ACTIVE QUINTILE 5 (LOWEST)
INTERNET ACTIVE QUINTILE 1 (HIGHEST)
Sample
1,558
218
Vertical %
15.2%
20.7%
Index
100
136
1,648
206
INTERNET ACTIVE QUINTILE 2 (2ND HIGHEST)
Sample
Vertical %
15.1%
17.3%
Index
100
114
Sample
1,842
226
Vertical %
15.2%
19.1%
Index
100
126
1,853
198
INTERNET ACTIVE QUINTILE 3 (MIDDLE)
INTERNET ACTIVE QUINTILE 4 (2ND LOWEST)
Sample
Vertical %
15.2%
16.1%
Index
100
106
Sample
1,878
210
Vertical %
15.2%
13.0%
Index
100
85
INTERNET ACTIVE QUINTILE 5 (LOWEST)
OUTDOOR (HIGHEST)
Sample
2,391
287
Vertical %
20.0%
25.0%
Index
100
125
Sample
2,453
234
OUTDOOR (2ND HIGHEST)
Vertical %
20.0%
19.8%
Index
100
99
Sample
2,443
260
Vertical %
19.9%
16.9%
Index
100
85
Sample
2,297
247
Vertical %
20.0%
20.1%
OUTDOOR (MIDDLE)
OUTDOOR (2ND LOWEST)
Index
100
101
Sample
2,522
275
Vertical %
20.1%
18.2%
Index
100
90
OUTDOOR (LOWEST)
Total
Sample 12,106
Weighted(000)
Total
MALE
5,280
Vertical %
Horizontal %
Index
Total %
Sample
808
341
Weighted(000) 18,028
8,872
ENROLL/ RETURN TO COLLEGE
Vertical %
48.3%
100
100
48.3%
8.0%
8.1%
Horizontal %
Index
100
102
Total %
8.0%
3.9%
Sample
473
189
Weighted(000)
9,994
4,806
Vertical %
4.4%
4.4%
GRADUATION FROM SCHOOL
49.2%
Horizontal %
Index
100
100
Total %
4.4%
2.1%
Sample
612
303
Weighted(000) 14,556
7,966
CHANGE JOB-TO BETTER JOB
Vertical %
Horizontal %
48.1%
6.5%
7.3%
54.7%
Index
100
113
Total %
6.5%
3.5%
Sample
348
175
Weighted(000)
7,707
4,523
Vertical %
3.4%
4.2%
CHANGE JOB-SAME LEVEL/PAY
Horizontal %
Index
100
122
Total %
3.4%
2.0%
Sample
289
151
58.7%
Total
Total
18 - 24
25 - 34
Sample
12,106
1,119
1,303
Vertical %
100.0%
100.0%
100.0%
Index
100
100
100
Sample
4,930
627
892
Vertical %
38.1%
47.0%
60.8%
Index
100
123
160
WITH ONE OR MORE KIDS