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ESPN EVENTS
BIRMINGHAM BOWL
CAMPAIGN PLAN 2017
38
MEDIA SCHEDULE
Evaluation, Media Schedule & Final Budget
FACEBOOK SPONSORED ADS
MAR-OCT MAR, JUN, AUG
NOV
NOV & DEC
DEC
TWITTER SPONSORED ADS
CABLE TELEVISION
RADIO
BACKLIT DIORAMAS
NEWSPAPER INSERT
SNAPCHAT GEOFILTERS
OUTDOOR BOARDS
FINAL BUDGET
March-October:
Social Media:
$3,400
November & December:
Social Media:
$5,100
Radio:
$18,275
TV:
$32,125
Outdoor:
$20,000
Print:
$14,175
Graphic Design:
$4,590
Website:
$7,500
Promotions:
$3,000
Public Relations:
$3,000
Contingency:
$1,335
TOTAL: $112,500
EVALUATION
The overall success and efficiency of this campaign will be measured mainly by user interaction on social media. It will also be
gauged by the amount of website traffic that is generated throughout the campaign, especially during the campaign’s final two
months. This engagement likely signifies interest in ticket purchasing, which is one of the main objectives for this campaign. A
higher degree of ticket purchases will confirm that the Birmingham Bowl has been established in the consumer’s mind as a vital
proponent of the holiday season. This validates the aim to establish top-of-the-mind awareness in regards to associating the
Birmingham Bowl with holiday activities. This campaign’s promotional and advertising efforts will position the Birmingham Bowl
and related events as a preferred environment for family bonding. Because of the belief that society’s view on tradition is skewed,
this campaign seeks to unite in consumers minds the “most wonderful time of the year” with the greatest sport that the south has
to offer. With the chosen media schedule, this campaign will successfully reach 92.8% of the target audience and achieve a 5.6
frequency during the heavy-up November and December advertising months.