ZipCar Media Plan Buy Overview

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An overview of the media suggested in the budget constraints.

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Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 17, 2011

Magazine Placements
Magazine
Name

Cost
Ad
Per Ad
Ad Size
Position
$75,530 1 page
inside
$84,000 1 page
3rd cover

Forbes
Business Week/Golf Digest Combo

Magazine Totals/Avg
Magazines Considered But Not Used
Newsweek
Fortune
Time

$

79,765
avg
$106,155 1/2 page
78,200 1 page
$99,090 1 page

inside
inside
inside

No. of
Insertions

Total
Circulation Pass-along
campaign cost (thousands) estimate
4
$302,120
900
11
2
$168,000
1,400
10

6
total

$470,120
total

2,300
total

10.5
avg

4
4
4

$424,620
$312,800
$396,360

3,100
1,001
1,500

11
9
11

Total Audience
(thousands)
9,900
14,000

23,900 $
total
34,100
9,001
16,500

CPM
$7.63
$6.00

6.82
avg
$3.11
$8.69
$6.01

Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 18, 2011

Newspaper Placement
Publication
Name
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
Newspaper Total/AVG

Day of
Week
Mon-Fri
Sun
Sun
Mon-Fri

Section
Finance
Business
Metro
Metro

Ad
Size
20
10
125
40

$
$
$
$

49 $

Cost/
Col. Inch
1,413.57
2,236.00
108.20
835.00

Cost Per Ad
$ 28,271.40
$ 22,360.00
$ 13,525.00
$ 33,400.00

1,148.00 $ 24,389.00

No. of
Insertions
5
2
5
5
17

Total
Pass-along
Cost
Circulation estimate
141,357
2,118
2
44,720
2,530
2
67,625
985
2
167,000
1,717
2

Total
Audience
4,236.00
5,060.00
1,970.00
3,434.00

420,702

14,700.00 $ 13.84

7,350

2

CPM
$ 13.35
$ 8.84
$ 13.73
$ 19.45

Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 21, 2011

Radio Placements

Program
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
All Radio Totals/AVG

Format
Daypart Rating
Business
AM
3.6
Talk/News
AM
6.3
Contemporary PM
3.9
4.6

Rating
(%)
3.60%
6.30%
3.90%

Persons 12+
in Market
15,340,000
4,041,300
3,150,300

Listeners
Cost per
of station
CPP
:60 ad
552,240 $ 719 $ 2,588.40
254,602 $ 346 $ 2,179.80
122,862 $ 267 $ 1,041.30
929,704 $

444 $ 1,936.50

No. of
Insertions
Total Cost
CPM
50 $ 129,420.00 $ 4.69
50 $ 108,990.00 $ 8.56
50 $ 52,065.00 $ 8.48
150 $ 290,475.00 $

7.24

Media Plan For Zipcar
Prepared by K. Stevenson Oct. 29, 2011

Television Placements

Program

Rating

Rating
%

TV HH in
Market

HH
Total
viewing
Viewers
program #/HH (thousands)

CPP

Cost per
:30 ad

No. of
Insertions

Total
Cost

CPM

Mad Men
New York
Washington D.C.
Seattle
Man Men Total/AVG

2.9
2.9
2.9

2.9%
2.9%
2.9%

7,391,940
2,308,290
1,782,040

214,366
66,940
51,679
110,995

2.5
2.5
2.5

536
167
129
832

$ 1,771 $
$
711 $
$
238 $
$
906 $

5,136
2,062
690
7,428

20
20
20
60

$ 102,718 $
9.58
$ 41,238 $ 12.32
$ 13,804 $
5.34
$ 157,760 $
8.93

Anderson Cooper 360
New York
Washington D.C.
Seattle
Anderson Cooper 360 Total/AVG

4.6
4.6
4.6

4.6%
4.6%
4.6%

7,391,940
2,308,290
1,782,040

340,029
106,181
81,974
176,061

2.5
2.5
2.5

850
265
205
440

$ 1,711 $
$
711 $
$
238 $
$
906 $

7,871
3,271
1,095
4,079

20
20
20
60

$ 157,412 $
9.26
$ 65,412 $ 12.32
$ 21,896 $
5.34
$ 244,720 $
9.27

All TV Totals/AVG

734,865

(total)

2,391 $

(total)

906

(avg)

$

7,371

(avg)

150 $ 402,480 $

(total)

(total)

9.10

(avg)

Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 28, 2011

Internet Placements

Banners
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com
linkedin.com
BANNERS TOTAL/AVG

cost/1,000
impressions
30
35
30
30
30
30
30
30
30
30
30
30
30
40

total impressions/
month(000)
200
250
250
300
250
300
100
100
100
100
100
200
100
100

$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

total cost/
month
6,000
8,750
7,500
9,000
7,500
9,000
3,000
3,000
3,000
3,000
3,000
6,000
3,000
4,000
75,750
total

No. of
months
4
4
4
4
4
4
4
4
4
4
4
4
4
4

Total No.
Impressions (000)
800
1,000
1,000
1,200
1,000
1,200
400
400
400
400
400
800
400
400
9,800
total

Total Cost
$ 24,000
$ 35,000
$ 30,000
$ 36,000
$ 30,000
$ 36,000
$ 12,000
$ 12,000
$ 12,000
$ 12,000
$ 12,000
$ 24,000
$ 12,000
$ 16,000
$ 303,000
total

Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011

Google Keyword-based Search Buys

Google Keyword-based ads
car sharing
commuter services
car rental
auto rental
one way car rental
cheap commuting
car rental companies
Google Totals/AVG

CPC
$
$
$
$
$
$
$
$

1.15
1.05
1.67
1.53
1.79
0.75
1.96
1.41
avg

Total Clicks/Month No. of Months Total Clicks Total cost
CPM (CPC)
500
4
2,000
2,300
1,115
400
4
1,600
1,680
1,050
5,000
4
20,000
33,400
1,670
1,000
4
4,000
6,120
1,530
300
4
1,200
2,148
1,790
500
4
2,000
1,500
750
5,000
4
20,000
39,200
1,960
12,700
50,800 $
86,348 $
1,409
total
total
total
total

Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011

Media Buy Overview
Media Vehicle
Televison
Mad Men
Anderson Cooper 360
TOTAL/AVG TV

No. of Insertions

Total Cost

CPM

60
60
120

$
$
$

157,760 $
244,720 $
402,480.00 $

8.93
9.27
9.10

50
50
50
150

$
$
$
$

129,420.00
108,990.00
52,065.00
290,475.00

$
$
$
$

4.69
8.56
8.48
7.24

4
2
6

$
$
$

302,120 $
168,000 $
470,120 $

7.63
6.00
6.82

Newspapers
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
TOTAL/AVG NEWSPAPERS

5
2
5
5
17

$
$
$
$
$

141,357
44,720
67,625
167,000
420,702

Internet
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
linkedin.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com
BANNERS TOTAL/AVG
Google Search, AdWords
TOTAL/AVG

800
1,000
1,000
1,200
1,000
1,200
400
400
400
400
400
400
800
400
9,800
50,800
60,893

Radio
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
ALL RADIO TOTALS/AVG
Magazines
Forbes
Business Week/Golf Digest Combo
TOTAL/AVG MAGAZINES

$
$
$
$
$

13.35
8.84
13.73
19.45
13.84

$
24,000
$
35,000
$
30,000
$
36,000
$
30,000
$
36,000
$
16,000
$
12,000
$
12,000
$
12,000
$
12,000
$
12,000
$
24,000
$
12,000
$
303,000
$
86,348 $
$ 1,973,125.00 $

n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
1,409
9.25

Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011
Campaign Schedule
Week
Television
Mad Men
Anderson Cooper 360
Radio
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
Magazines
Forbes
Business Week/Golf Digest Combo
Newspapers
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
Internet
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
linkedin.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com

1
x
x

November
2
3

1

x
x

x

x
x

x

x

x

x
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x

x

x
x

x
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x
x

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4

x
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December
2
3

4

x
x

x

x

x
x
x

x
x

1

January
2
3

x

x
x

4

x

x
x
x

x
x

x

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x

x

x

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x
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x
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x
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4

x
x

x
x

1

February
2
3

x

x

x
x
x
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x

x
x
x
x
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x
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x

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