ADV 3351
Lucky Charms Media Plan
Mochelle Johnson
Lauren Rachel
Dr. Olan Farnall
Spring 2013
Table of Contents
Executive Summary ...................................................................................................................................... 2
Situational Analysis ...................................................................................................................................... 3
History ....................................................................................................................................................... 3
Product ...................................................................................................................................................... 4
Advertising ................................................................................................................................................ 5
Consumer .................................................................................................................................................. 6
Competition .............................................................................................................................................. 7
Industry ..................................................................................................................................................... 8
Strengths and Weaknesses ....................................................................................................................... 9
Marketing and Communication Objective ................................................................................................ 10
Media Objective ......................................................................................................................................... 11
Strategies .................................................................................................................................................... 12
Tactics ......................................................................................................................................................... 13
Creative Media Opportunities ................................................................................................................... 14
Budget Summary ........................................................................................................................................ 15
Appendix..................................................................................................................................................... 16
1
Executive Summary
Lucky Charms breakfast cereal was created in 1964 by John Holahan. Currently, Lucky
Charms is produced by General Mills food company. The cereal has two main components:
toasted oats and multicolored marshmallows. Lucky Charms is made with whole grain and
fortified with 12 vitamins and minerals. The cereal is low in saturated fat and has no
cholestoral. The brand’s mascot is a leprechaun who goes by the name of Lucky. Lucky’s slogan
is, “They’re magically delicious!” Lucky Charms currently targets their marketing and advertising
efforts towards children. This media plan will provide strong objectives and strategies that will
contribute to higher sales revenue, new consumers and the continued loyalty of current
consumers during fiscal 2014. Lucky Charms will shift their target audience from children to
adults who recognize the brand from their childhood.
The percentage of Lucky Charms consumers who are adults has recently risen to 45%,
reported Greg Pearson, the brand’s marketing manager. Lucky Charms is now the seventhlargest cold cereal brand in the US with sales up 5.64% to $252.6 million in the 52 weeks,
outpacing category-wide growth of 0.83%. General Mills Inc. was the leading breakfast cereal
company in 2012, commanding a 29% value share. Being underneath the umbrella of one of the
top manufacturers has been a great advantage of the Lucky Charms brand.
The target market will be adults ages 18-49, who have an annual income of $60,000 or
more with at least one child living in the household. The brand’s budget for fiscal 2014 is $14
million. Lucky Charms will utilize a continuous advertising plan that will start in January of fiscal
2014. In order to accomplish the outlined media objectives, Lucky Charms will utilize a mix
media strategy. Television, radio and magazine advertisements will be used as the traditional
media in 2014. Lucky Charms will reach their goal by obtaining a reach/frequency level of
64.5/2.5 (GRPs 163). Lucky Charms will buy media for both national and spot markets. The
brand will position spot advertisments in the top 20 markets according to the Media Flight
Program. Lucky Charms will use creative media opportunites, such as social media sites and
tablet/phone applications to further brand awareness and recognition while interacting with
consumers. Lucky Charms will continue to grow in fiscal 2014 because of its established brand
image, high brand loyalty, expanding target market and the ability to meet consumer demands.
2
Situation Analysis
History of Lucky Charms
Lucky Charms cereal first appeared in stores in 1964 after
John Holahan thought of the idea when he decided to mix
General Mills’ principal prodcut, Cheerios, with bits of Brach's
circus peanuts. General Mills’ advertising company and
Company decided to market the cereal around the idea of
charm bracelets. Lucky Charms was the first cereal to include
marshmallows. The first boxes of Lucky Charms cereal
contained marshmallows in the shapes of pink hearts, yellow
moons, orange stars and green clovers. Lucky Charms
features a leprechaun mascot, Lucky, who is animated in
commercials. The marshmallows are meant to represent
Lucky's magical charms, each having their own special
meaning or “powers.”
Originally, the oat cereal was not sugar coated but after initial sales
failed meeting goals, the oats became sugar coated and Lucky Charms’
success grew. The recipe for Lucky Charms cereal remained unchanged
until 2005 with the introduction of a new flavor: Chocolate Lucky
Charms.
Soon after Lucky Charms was launched, the General Mills marketing
department found that sales did much better if the composition of the
marshmallow pieces (marbits) changed occasionally. Throughout the
years, over 40 different limited editions were created to meet
consumer demands. Some editions included: Winter Lucky Charms, Olympic-themed Lucky
Charms, and Lucky Charms featuring marshmallow landmarks from around the world. Research
proved more brightly colored charms resulted in better sales against dull or pastel colors.
General Mills currently conducts regular concept ideation studies for Lucky Charms to
understand and meet consumer demands.
3
Older marshmallows were phased out periodically to
make room for the new. The size and brightness of the
marshmallows also changed in 2004. In 2013, six new
rainbow swirl moons were introduced to the
marshmallow clan. From the original four
marshmallows, the permanent roster as of 2013
includes eight marshmallows.
Lucky Charms were sold in the United Kingdom during the mid-1990s. Today, Lucky Charms is
not banned in Britain but General Mills made a business decision to stop selling the cereal
directly to Britain for uncertain reasons. Theories suggest some elements of Lucky Charms’
brand, included the mascot and the green clover marshmallow offended people in Britian but
General Mills decided that the Leprechaun mascot was too important to lose.
Product
Lucky Charms is a brand of cereal produced by the General Mills food company of Golden
Valley, Minnesota. Lucky Charms is made with whole grain, fortified with 12 vitamins and
minerals and a good source of calcium. ‘Magically delicious’, the cereal consists of two
components: toasted oat-based pieces and multi-colored marshmallow bits in various shapes
and colors. Lucky Charms and all other General Mills Big G cereals contain more whole grain
than any other single ingredient.
4
Advertising
In October 2012, Lucky Charms cereal moved
advertising from appealing to just children, towards
one that is appealing with adults as well. After the
national campaign, the brand posted its best fiscal
volume ever. Lucky Charms attributes this success to
their change in marketing target. Consumers are able to
reminisce with a jingle that hadn't been used in more
than a decade: "hearts, stars and clovers" - Lucky's
Litany. The jingle contributed to a rise in sales.
The new campaign is part of the 49-year-oldcereal brand's new strategy of targeting
adults who grew up with Lucky the
Leprechaun.
A
commercial
called
"Transportasty"
shows
a
woman
rediscovering Lucky Charms at her
workplace. She is then transported to Lucky's
magical forest, where Lucky says, "You're
always after me Lucky Charms." She responds to his famous line by saying, "I forgot how good
these taste." The commercial recieved positive feedback. A Facebook page was also created to
have consumers discuss and reminisce on the changes of Lucky Charms over the years.
However, the company is not moving away from kids. A commercial of kids sneaking into
Lucky's magical vault of charms was also created.
5
Consumer
For four decades, Lucky Charms cereal has been the kids’ brand with adult
appeal. The percentage of Lucky Charms consumers who are adults has
risen to 45%, said Greg Pearson, Lucky Charms marketing manager at
General Mills. There is an emotional connection between adults and Lucky
Charms that has been tapped in recent nostalgic TV commercials.
The average number of time breakfast is eaten on a weekly basis
increases with the number of children in a household. Consumers are
appealed by ready-to-eat cereals that pack in vitamins, minerals and
key essential nutrients. Cereal eaters consume less fat, less
cholesterol and more fiber than noncereal eaters. Consumers
appreciate the convience and affordability of cereals like Lucky
Charms. Lucky Charms has evolved the quality and appearance of
their cereal to meet with consumers’ demands.
“We know that people of
any age love Lucky
Charms – whether
they're 12 or 42.”
–Greg Pearson
VALS- Achievers and Believers
 Choose familiar products and
established brands
 Interested in time-saving
devices/products
 Commitment to family and career
 Value consensus, predictability and
stability
 Active in the consumer marketplace
 Follow established routines
 Generally loyal customers
6
Competition
General Mills Inc. was the leading breakfast cereal company in 2012, commanding a 29% value
share. General Mills was followed closely by Kellogg Co, which accounted for 26% of sales.
General Mills Cheerios





First introduced in 1941 as Cheerioats, name was changed in 1945
Cheerios soon became the number one cold cereal for General Mills in 1951
13 different flavors
Health claims promote the cereal helps reduce cholesterol
Cheerios have a 10.2% share of the cold breakfast cereal market, according to
MRI data.
General Mills Honey Nut Cheerios





Variation of Cheerios
Slightly sweeter than the original Cheerios, with added honey and almond
flavors
Mascot has been Buzz since introduction
Positions soluble fiber and low saturated fat as health appeals
Takes the top slot at grocery stores, according to SymphonyIRI, with sales up
2% in the last year to $339 million
General Mills Cinnamon Toast Crunch




First produced in 1984 by General Mills
Small rectangles of wheat and rice, covered in cinnamon and sugar
Currently advertising to adults as the cereal they grew up with. Advertised as,
“The taste you can see!” in past promotions
Cinnamon Toast Crunch, posted gains 7.5%, respectively, during a recent 52week period, according to IRI/Symphony data.
Kellogg’s Frosted Flakes




Consists of sugar-coated corn flakes
The brand has used Tony the Tiger as the mascot since introduction
Kellogg’s fiscal 2011 sales totaled more than $13 billion
Currently targeting dads and kids in advertisements
7
Industry
 The ready-to-eat cereal category generates $10 billion in retail sales in the U.S.
 9.6 lbs of cereal are consumed per person in the United States annually according to the
General Mills 2012 Annual Report
 General Mills, consisting of 8 brands, spent $142 million in advertising in 2011
 Kellogg, consiting of 5 brands spent $108 million in advertising in 2011
 Store brands, such as Malt-O-Meal, rely more on competitive pricing
 Not only are there many brands in the industry, but the rate at which new ones are
introduced is high and increasing over time
U.S. consumers love their cereal. Some 97 percent of households with children use cereal,
according to Experian Simmons NCS research, and it's the top breakfast option for 84 percent of
consumers. While the market is large in size, the biggest concern for marketers is that it has
been in decline since 2009. This is due in part to the fact that with a household penetration rate
in excess of 90%, it is hard to attract new consumers.
This makes it more important for manufacturers and
retailers to retain their core cereal consumer base, of
which households with children are a key component.
Mintel Report forecasts that the total cold cereal
market will grow to $9.8 billion in 2016 for a
projected 9 percent cumulative increase between
2011 and 2016. Recent trends in cold cereals focus on
a Better-for-You nutritional profile by reducing
amounts of sugar and increasing whole grains.
In October 2012, Lucky Charms posted its best fiscal volume ever
after targeting adults with TV commercials and an interactive
mobile game called “Chase for the Charms.” According to the
General Mills 2012 Annual Report for fiscal 2012, General Mills’
global net sales totaled $16.7 billion. Big G cereals, including
Lucky Charms, earned $2.4 billion for fiscal 2012. According to
SymphonyIRI, Lucky Charms is now the seventh-largest cold
cereal brand, with sales up 5.64% to $252.6 million in the 52
weeks ending Oct. 7, outpacing category-wide growth of 0.83%.
8
Strengths
Lucky Charms is the kid’s brand with adult appeal. Most would agree, Lucky Charms reigns
number one in the hearts of American children and recently adults, who have rediscovered
their favorite childhood cereal. Of all the cold breakfast cereals in the market, Lucky Charms
offers something that no one can resist: marshmallows. Lucky Charms cereal is low in saturated
fat and has no cholesterol. Lucky Charms is very high in iron, riboflavin, thiamin, zinc, niacin,
vitamin B6 and B12. General Mills’ environmental policies, practices and performance place it
among the best 50% of companies rated by GoodGuide, a business that provides authoritative
information about the performance of products and companies. A recent report in a consumer
magazine ranked kid cereals by nutritional content, and all nine General Mills ‘Big G’ kid cereals
in the report were ranked in the top half. All Big G kid cereals have atleast eight grams of whole
grain per serving and have 12 grams or less of sugar per serving.
Weaknesses
Many argue that Lucky Charms cereal is not nutritous and has a high sugar content. While most
children’s cereals do have large amounts of sugar, one serving of General Mills’ cereal has .2g of
sugar less than Kellogg and .7g less than Post. Another problem for Lucky Charms is the large
amount of competition in the cold breakfast cereal market. From 2008 to 2011, cold cereal
companies, including General Mills, increased advertising to children for many of their least
nutritious products. Lucky Charms appeared Lucky Charms currently uses child-targeted
marketing on TV, Advergame websites and third-party youth websites. Lucky Charms appeared
on 10 ten lists for ‘Cereals most frequently advertised to children’ and ‘Advertised cereals with
the poorest nutrition ratings,’ on cerealfacts.org.
Our goal for this campaign is to move the target
audience away from children and towards adults. Adults
will recognize Lucky Charms from their childhood and be
pursuaded by the nutrional value found in our cereal.
9
Marketing & Communication Objectives
Marketing Objective
For the fiscal 2014 campaign, Lucky Charms will aim to increase sales revenue by 5%. Our
objective is to engage our target market through the use of traditional and non-traditional
types of media including television, radio, magazines and internet. We want to gain new
consumers while maintaining the loyalty of old consumers. We want to preserve our status as
one of the largest cold cereal brands in the United States by continuing to improve product
awareness.

Rationale: According to Symphony IRI, Lucky Charms’ sales grew 5.64%, to $252.6
million, from fiscal year 2011 to 2012. We want to mirror that growth in fiscal 2014 by
encouraging new and old customers to pick Lucky Charms over other cold cereals, hot
cereals and other breakfast foods. If Lucky Charms’ sales revenue is increased by 5%,
their market share will allow increase.
Communication Objective
Lucky Charms will communicate to their target market that they are not only ‘magically
delicious’ but also a nutritious breakfast cereal. They will be known as a cereal brand that is
preferred and liked by both adults and children across the U.S. The mascot, Lucky, will help to
animate and communicate the brand’s message. Lucky Charms will continue to deliver an
affordable, convienent and nutritous breakfast cereal to consumers. Lucky Charms strives to
maintain their success by listening customers in order to meet consumer demands, as they
have done for four decades.

Rationale: Lucky Charms must differentiate themselves from their competition. Lucky
Charms offers 12 vitamins and minerals, are a great source of calcium and taste
delicious. Lucky Charms needs to stand out in the cold breakfast cereal market. All
branding opportunities and advertising messages will promote this message and
communicate Lucky Charms’ fun brand image.
10
Media Objectives
Target Audience
Media buys for fiscal 2014 should be targeted towards adults between the ages of 18 and 49,
who have an income of $60,000+ with atleast one child living in the household.
 Rationale: MRI data shows that 83.8% of people who bought Lucky Charms within the
last six months are adults ages 18-49. According to MRI data, 94.7% of consumers who
bought Lucky Charms within that timeframe have a child or children between the ages
of 2 and 17 in their household. MRI data also shows that about 51.4% of people who
have consumed Lucky Charms within the last 6 months have a household income of
$60,000 or greater.
Geographic
For fiscal 2014, Lucky Charms will purchase media for both national and spot markets. Spot
market will consist of the top 20 cities.
 Rationale: Lucky Charms is a national brand and has the highest share of the cold
breakfast cereal market currently. Advertisements are effective everywhere in the
United States and geographic emphasis does not heavily determine the brand’s spot
markets. Lucky Charms will place ads in the top 20 markets given from the Media Flight
Plan program. A list of the markets is attached to this media plan.
Scheduling/Timing
Advertising is to be selected for all twelve months of fiscal 2014 and will use a continuous
advertising plan, which will start in January.
 Rationale: Purchasing media for all 12 months of the campaign will increase both, Lucky
Charms’ reach and frequency levels. The 2012 General Mills’ Annual Report and Lowe’s
Corner Store support a continuous plan for Lucky Charms as well, as there is little
seasonal influence in the brand’s sales trends.
Budget
The overall budget for fiscal 2014 is $14,000,000. Media will be selected based on an efficiency
model.
 Rationale: Lucky Charms’ budget for fiscal 2014 was indicated in the parameters of the
assignment.
Reach/Frequency
For all months of the fiscal 2014 campaign, Lucky Charms will select media that obtain a reach
level of 64.5 and an average frequency of 2.5.
 Rationale: The campaign’s frequency level of 2.5 was determind using the Ostrow
model. Since Lucky Charms is a well known brand and has a large market share
currently, average reach and frequency levels will be used to maintain the brand’s
reputation and place in the market.
11
Media Strategies
In order to accomplish the outlined media objectives, Lucky Charms will utilize a mix media
strategy. This strategy extends reach and flattens distribution of frequency. Advertising
messages will be delivered through TV, radio and newspapers.
Television
National advertisements will be played on network cable during the daytime, prime and late fringe
segments. Spot ads will be played on prime TV. Spot ads will be played during the prime segment in
select markets. 30 second commercials will be used in the campaign.
 Rationale: Lucky Charms should utilize TV advertisements because the ads can include sight,
sound and motion for dynamic selling. TV ads build reach and can target both selective and mass
markets. MRI data shows that 81.3% of consumers who used Lucky Charms in the last six
months had any cable viewing last week. MRI also shows that 47.8% of these consumers fall in
the fourth and fifth TV-total quintile.
Radio
Spot ads will be played on radio stations during the evening drive and nighttime segments. 30 second
commercials will be used.
 Rationale: Radio commercials are an effective choice for the campaign because they are
inexpensive and build a high frequency. MRI data shows that 46.4% of people who purchased
Lucky Charms within the last six months fall in the first and third radio quintiles. Ads will be
played heavily in order to gain more awareness and promote the brand. . Radio is ubiquitous,
reaching consumers on-air, online, on-site and on-demand -- whether they are at home, at work
or in their car.
Magazine
Magazine advertisements will run in ‘Women’s’, ‘Men’s’ and ‘General Interest’ magazines. Full-page,
four-color and full-page B&W ads will be used in the campaign.
 Rationale: Magazines will help build reach throughout the country. Lucky Charms’ magazine ads
should include color to stand out and to clearly convey the fun, memorable brand image. MRI
data shows 41.7% of people who used Lucky Charms within the last 6 months read General
Editorial magazines. MRI data also shows that 55.6% of these consumers read Women
magazines.
12
Tactical Recommendations
Television
Lucky Charms will advertise on television networks with index scores of 130 and higher that have
audiences between 18 to 49 years old. These stations include: Food Network, E! (Entertainment
Television), History Channel, MTV, and TLC. These programs are effective because they will reach both
males and females. By using daytime, prime time and late fringe segments, Lucky Charms will reach
44.8% of their target audience according to MRI data. MRI data shows 30.5% of consumers who
purchased Lucky Charms within the last six months watch History Channel. MRI also shows 28.1% of
these consumers watch Food Network.
Radio
According to the Radio Advertising Bureau, radio reaches 70.4% of persons age 18 to 49 per day on
average. Lucky Charms will market their product on local radio stations that cater to an 18+ audience.
During the weekday, 53.2% of homemakers who listened to the radio between 6 a.m. and 10 a.m.
purchased Lucky Charms within the last six months, according to MRI data. Radio -- with lower costs and
many stations -- can focus on narrow segments that are designed to target a specific audience. It is a
passive medium allowing consumers to multi-task and listen while they work or play -- essential in
today's world.
Magazines
Lucky Charms will advertise in magazine types including: ‘Men’s’, ‘Women’s’ and ‘General Interest.’
Advertisements will be printed in magazines such as Ok!, Lucky, Men’s Journal, Parenthood, Game
Informer, Parent, Star and Cosmopolitan. Magazines are read not only in print but also on tablets, which
will expand our reach and interaction with customers. MRI data shows 55.6% of consumers who
purchased Lucky Charms within the last six months read ‘Women’ magazines. MRI also shows 40.3% of
these consumers read ‘News and Entertainment Weeklies’ magazines.
13
Creative Media Opportunities
Promotional Support
In order to work in the parameters of the budget, Lucky Charms must use social media
resources in order to promote its brand message and image. Social media resources such as
Instagram, Facebook, and Twitter provide Lucky Charms with ways to promote their brand for
little to no cost. With Instagram and Twitter, people can earn prizes by using the hashtag
“#magicallydelicious” or “#luckycharms”. Facebook also provides Lucky Charms with many
cheap opportunities to gain consumers. Through Facebook, Lucky Charms can provide money
as incentive for consumers to "share" the Lucky Charms Facebook page. This media mix
provides Lucky Charms with a chance to gain awareness and promote the brand while staying
under budget.
Lucky Charms will also continue to expand their new mobile app for adults. In the game, called
‘Chase for the Charms,’ players are on the quest for Lucky’s magical marshmallow pieces. The
more you collect: the more prizes you get. The app is available on smartphones and tablets.
14
Budget Summary
The following is a budget summary for Lucky Charms’ media purchasing plan for fiscal 2014.
Numbers are reported in millions and rounded to nearest decimal. Majority of the media buy
for Lucky Charms were in radio and television which helped build higher reach and frequency
levels.
Television – 6,472.9
Radio – 4,683.5
Magazines – 2,799.1
Lucky Charm's Budget
20.1%
46.4%
TV
Radio
Magazines
33.6%
15
Monthly Budget
Target Demo: All Adults ages 18-49 Natl Univ (000):131026 Spot Univ (000):60639
Medium
Covg.
Unit
GRPs
CPP
CPM
Total
Cost
Net TV-Prime
NATL
:15
8
18911
14.43
151288
Net Cable-Daytime
NATL
:30
8
4908
3.75
39264
Net Cable-Prime
NATL
:30
8
24811
18.94
198488
Net Cable-L Fringe
NATL
:30
1
9692
7.4
9692
Net Radio-Evening Drive
NATL
:30
50
2660
2.03
133000
Net Radio-Nightime
NATL
:30
50
2520
1.92
126000
Magazines-Mens
NATL
FPG
4
20227
15.44
80908
B&W
Magazines-Womens
NATL
FPG
5
15980
12.2
79900
B&W
Magazines-General
NATL
FPG
4
18112
13.82
72448
Interest
4C
National Totals
138
6456
4.93
890988
Spot TV-Prime
Spot Radio-Evening Drive
Spot Radio-Nighttime
Spot Totals
SPOT
SPOT
SPOT
:30
:60
:60
5
10
11
26
28135
10839
2082
10460
46.4
17.87
3.43
17.25
140675
108390
22902
271967
Total Plan
150.032833
7751
5.92 1162955
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot
GRPs are weighted to %US coverage before calculations.
Market List
Market Name
Cleveland, OH
Denver, CO
Detroit, MI
Miami-Ft. Lauderdale, FL
Minneapolis-St. Paul, MN
Orlando et al, FL
Phoenix, AZ
Sacramento-Stockton, CA
Seattle-Tacoma, WA
Tampa-St Pete, FL
Atlanta, GA
Boston, MA
Chicago, IL
Dallas-Ft. Worth, TX
Houston, TX
Los Angeles, CA
New York, NY
Philadelphia, PA
San Francisco et al, CA
Washington, DC
20 Markets Chosen, covering 44.05% of US households.
Rank
%US
17
18
11
16
15
19
12
20
14
13
8
7
3
5
10
2
1
4
6
9
1.36
1.31
1.7
1.36
1.51
1.27
1.6
1.23
1.58
1.58
2.04
2.12
3.07
2.16
1.82
5
6.54
2.61
2.14
2.05
16
Medium
Net TV-Prime
$(000)
Net Cable-Daytime
$(000)
Net Cable-Prime
$(000)
Net Cable-L Fringe
$(000)
Net Radio-Evening Drive
$(000)
Net Radio-Nightime
$(000)
Magazines-Mens
$(000)
Magazines-Womens
$(000)
Magazines-General Interest
$(000)
Spot TV-Prime
$(000)
Spot Radio-Evening Drive
$(000)
Spot Radio-Nighttime
$(000)
National Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot + National
GRPS
$(000)
Reach
Avg. Freq.
Lucky Charms
Media Plan - Fiscal 2014
Jan
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
137
891
56.8
2.4
Feb
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
26
272
19.1
1.4
137
891
56.8
2.4
Mar
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Apr
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
May
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Jun
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Jul
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Aug
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Sep
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
Oct
8
151.3
8
39.3
8
198.5
1
9.7
50
133.0
50
126.0
4
80.9
5
79.9
4
72.4
5
140.7
10
108.4
11
22.9
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
163
1163
64.5
2.5
26
272
19.1
1.4
137
891
56.8
2.4
GRPS:
Cost:
GRPS:
Cost:
GRPS:
Cost:
Mochelle Johnson and Lauren Rachel
Olan Farnall
Spring 2013
137
891
56.8
2.4
26
272
19.1
1.4
163
1163
64.5
2.5
Student
Professor
Semester
26
272
19.1
1.4
163
1163
64.5
2.5
1967
13955.5
312
3263.6
1655
10691.9
Adults ages 18-49
Total Across
GRPS:
96
COST:
1815.5
GRPS:
96
COST:
471.2
GRPS:
96
COST:
2381.9
GRPS:
12
COST:
116.3
GRPS:
600
COST:
1596.0
GRPS:
600
COST:
1512.0
GRPS:
48
COST:
970.9
GRPS:
60
COST:
958.8
GRPS:
48
COST:
869.4
GRPS:
60
COST:
1688.1
GRPS:
120
COST:
1300.7
GRPS:
132
COST:
274.8
163
1163
64.5
2.5
Target Demo: All
Nov
Dec
8
8
151.3
151.3
8
8
39.3
39.3
8
8
198.5
198.5
1
1
9.7
9.7
50
50
133.0
133.0
50
50
126.0
126.0
4
4
80.9
80.9
5
5
79.9
79.9
4
4
72.4
72.4
5
5
140.7
140.7
10
10
108.4
108.4
11
11
22.9
22.9
17