Jimmy John’s Multi-Media Plan
I was tasked with developing a media plan report using TV, radio, newspapers, and out-of-home (OOH) advertising to increase Jimmy John's app downloads, usage, and orders while highlighting menu variety and healthy options for adults 18+ in the Miami-Ft. Lauderdale DMA during Q1 2024 (January-March).
Year: 2023
Deliverables: Multi-Media Plan, ADgile Media Planner Report
Class: Media Planning
Jimmy John’s Multi-Media Plan – January to March 2024
Plan Introduction
The purpose of this plan is to capitalize on customers' New Year's resolutions related to health, fitness, healthy eating, exercise, weight loss, and dieting. Through the use of TV, radio, newspaper, and out-of-home (OOH) platforms, this campaign aims to demonstrate the wide range of healthy options available via the Jimmy John's app.
Multi Media Plan
This three month campaign aims to reach a target audience of 3,773,00 million adults aged 18 and above.
As part of an extended test market strategy for the Miami-Ft. Lauderdale DMA, the overarching goals, spanning January to March (Q1) 2024, include boosting Jimmy John's app downloads from both the App Store and Google Play, increasing overall app usage and ordering, and spotlighting the wide array of nutritious menu options. The proposed plan involves leveraging various channels, emphasizing its alignment with customers' health-focused aspirations. The budget, spots/ insertions serves as constraints on the campaign.
Media Mix Plan Results
This Monthly Multi-Media schedule will provide approximately 89% of the target audience, more than 3.3 million individuals, with one or more opportunities to see or hear (OTS/OTH) Jimmy John's ads. Approximately 69%, or more than 2.6 million individuals, will have three or more OTS/OTH.
The plan will deliver approximately 697 gross rating points (GRPs) and more than 26 million impressions, driving an average frequency of 7.9 among individuals reached.
Plan total cost is 376,840 for 447 ads across 4 media types. Efficiencies are reflected in cost-per-thousand impressions (CPM) of 14.33 and cost-per-point (CPP) of 541.
Q1, January to March 2024 Plan Result
This 3-Month Multi-Media schedule will provide approximately 96% of the target audience, more than 3.6 million individuals, with one or more opportunities to see or hear (OTS/OTH) Jimmy John's ads. It will also provide around 88.5% of the target audience, more than 3.3 million individuals, with 3 or more OTS/OTH. Approximately 41%, or more than 1.5 million individuals, will have 20 or more OTS/OTH.
The plan will deliver approximately 2,090 gross rating points (GRPs) and nearly 79 million impressions, driving an average frequency of 21.9 among individuals reached.
Plan total cost is approximately 1.1 million for 5,004 ads across 4 media types. Efficiencies are reflected in cost per thousand impressions (CPM) of 14.33 and cost per point (CPP) of 541.
The heaviest Quintile reaches 19.1% of the target audience, nearly 722 thousand individuals, and delivers 1,019.6 GRPs, driving an average frequency of 53.3 within this group, which is 2.4 times the 21.9 average frequency of this schedule as a whole.
References
Nielsen Radio Shares
https://tlr.nielsen.com/tlr/public/ratingsDisplay.do?method=loadRatingsForMarket
SQAD
SRDS: AAM Circulation, Cost
https://next.srds.com/datacard/show/1017311
