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    Le Mall Saida Media Plan

    Uploaded by

    Riman Ali
    Le Mall Saida is launching a media campaign to increase customer traffic and sales. The campaign will target residents aged 18-60 in Saida through social media promotions on Instagram and Facebook, as well as television and billboard advertisements. The strategy involves heavy promotional activity in the first week of June tapering to average activity through July to target people enjoying their summer. The budget is $299,975 to reach 35% of the target audience 5 times through tactics like daily social media posts, TV spots before popular shows, and billboards on major roads around Saida over the 2 month period.

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    Le Mall Saida Media Plan

    Uploaded by

    Riman Ali
    153 views8 pages
    Le Mall Saida is launching a media campaign to increase customer traffic and sales. The campaign will target residents aged 18-60 in Saida through social media promotions on Instagram and Facebook, as well as television and billboard advertisements. The strategy involves heavy promotional activity in the first week of June tapering to average activity through July to target people enjoying their summer. The budget is $299,975 to reach 35% of the target audience 5 times through tactics like daily social media posts, TV spots before popular shows, and billboards on major roads around Saida over the 2 month period.

    Original Description:

    Media Plan for Le Mall Saida to increase visitors

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    Le Mall Saida is launching a media campaign to increase customer traffic and sales. The campaign will target residents aged 18-60 in Saida through social media promotions on Instagram and Facebook, as well as television and billboard advertisements. The strategy involves heavy promotional activity in the first week of June tapering to average activity through July to target people enjoying their summer. The budget is $299,975 to reach 35% of the target audience 5 times through tactics like daily social media posts, TV spots before popular shows, and billboards on major roads around Saida over the 2 month period.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    153 views8 pages

    Le Mall Saida Media Plan

    Uploaded by

    Riman Ali
    Le Mall Saida is launching a media campaign to increase customer traffic and sales. The campaign will target residents aged 18-60 in Saida through social media promotions on Instagram and Facebook, as well as television and billboard advertisements. The strategy involves heavy promotional activity in the first week of June tapering to average activity through July to target people enjoying their summer. The budget is $299,975 to reach 35% of the target audience 5 times through tactics like daily social media posts, TV spots before popular shows, and billboards on major roads around Saida over the 2 month period.

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    © All Rights Reserved
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    Bookshops & Electronics

    Cinemall
    Beauty

    Shopping

    Kids Zone
    SAIDA
    Entertainment
    Cafes & Restaurants

    Media Plan
    Background:
    • Le Mall is one of the top malls for shopping, dining, leisure, and
    entertainment destination since it’s opening in 2009. It has 2
    branches, one in Dbayeh and the other in Saida which has opened
    in 2010 having diverse retail outlets, a large entertainment area
    and food and beverage experiences;37 tenants, 200 parking places,
    and up to 1.5m customers/year, Located in the very heart of Saida,
    it is a dynamic regional meeting point. to become the first of it’s
    kind and a much loved meeting place.
    • Le Mall Saida is suffering a lot due to the economic crisis by which
    few people come to visit and some days non enter the mall. A R E YO U I N ?
     So, it is launching a campaign that’s aim to attract more customers
    to visit it with a budget of 300,000$ for the media plan.
    Competitor:

    The spot is considered as the top competitor for Le Mall in Saida with a
    bigger range of popular brands such as H&M, Starbucks, and Burger
    King. Their advertising strategy is based on social media platforms and
    billboards only. They mainly depend on promoting their shops items and
    show their activities on Facebook mainly with an average of 8 to 12 posts
    per month, and very active on Instagram also by posting daily.
    Target Audience:

     Demographics:  Psychographics&
    • Gender: Lifestyle:
    Our target are the extroverts who
    • Age: Primary: 18-35 like to enjoy their time with family
    Secondary: 35-50 and friends, and care about fashion
    • Social Status: Low to middle and new trends. And the parents
    • Family Status: All, single, married, divorced.. who have kids as they can enjoy
    • Income: 8,000$-15,000$ their time shopping and eating free
    • Occupation: Employees, teachers, secretary, as they put their kids in the kids
    nursing, cashier, managers, graphic designers, zone in Le Mall.
    police officers, small shops owners..
    • Education: high school graduates, college,
    university students, post graduate
    • Family Size: 3-4
    • Geographic Region: Saida
    Media Objectives:

     Remind the target audiences of Le Mall Saida shopping and entertainment offers.

     Within the 2 months, reach 35% of the target audience with an average of 5 times

     Regain 30% of lost customers

     Gain new visitors of the mall up to 15%

     Increase sales by 25%.


    Strategies:
    • Use social media platforms as the primary medium to show the mall items, activities, and end of season sales, and to

    communicate with customers. This will target the ages between 18 and 60.

    • Post the mall activities and items on popular Facebook and Instagram pages of Saida.

    • Use television to promote an ad about Le Mall Saida on a popular package for the first month of June, and continue on

    a trial package for 3 weeks till the end of June.

    • Concentrate the campaign on the first 2 months of the summer season; with heavy activity during the first week, and

    average activity for the rest of the 2 months, to attract people who are enjoying their summer and do lots of shopping.

    Also, on the important festivals.

    • Use Billboards in the streets.

    • Guerilla advertising
    Tactics:
    • Use Instagram to promote the mall attractive posts for 2 months, reaching an average of 380- 960 estimated

    reach/post to our target audience.

    • Use Facebook to promote the Le Mall page reaching up to 1.9k-5.4k likes for June and July months.

    • Post the mall activities on Saida Online Facebook page having 3.5 million likes, and Sidon Instagram page having 14.6k

    followers.

    • Use television LBCI channel to launch a TVC about Le Mall Saida, and include the ad before the popular program “

    Ahmar Bil Khat El Areed” at 9:30 PM.

    • Use Billboards in the main road of Beirut- Sidon- Sour- Naqoura in the spot of Sidon- Sour, Sidon-Jezzine road, and

    Nabatieh-Saida road.

    • Guerilla projection on Dandachli Plaza Wall- Saida


    Budget and Scheduling:
    June July Budget$
    Media Strategy Week 1 Week2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
    Instagram 7 times 7 times 7 times 7 times 7 times 7 times 7 times 7 times 600$
    Promotions (Daily)
    Facebook Promotions 1,600$
    (Daily)
    Saida Online 200$
    Sidon Instagram Page 75$
    LBCI Popular Trial Trial Trial Trial Trial Trial Trial 275,000 $
    Package for Package for Package Package Package Package Package Package
    100,000 $ 25,000 $

    Sidon- Sour Billboard 10,000 $


    Sidon- Jezzine road 6,000$
    Billboard
    Sidon- Nabatieh 6,000 $
    road Billboard
    Guerilla Projector 500$
    Total= 299,975 $

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