Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Campaign Schedule
May
Week 1 Week 2 Week 3
Television
Lets Go Camping Denver
Let's Go Camping Atlanta
Lets Go Camping Tacoma
Camping Talkmentary Denver
Camping Talkmentary Atlanta
Camping Talkmentary Tacoma
Radio
Denver--KQMT FM
Denver--KRFX FM
Atlanta--WSRV FM
Tacoma--KZOK FM
Magazines
Camping Life Magazine
KOA Directory
AAA Campbook
Outdoor Guide Magazine
Newspapers
The Atlanta Journal Constitution
The Denver Post
The Denver Post
The News Tribune(Tacoma)
Internet
Gocamping.com/essentialgear
outdoorgearlab.com/campingandhiking
nationalgeographic.com/hikingcampinggearguide
lovetheoutdoors.com/campingchecklist
gearjunkie.com/reviews/camping
backpacker.com/gear
tripadvisor.com/camping
active.com/camping
woodalls.com/tentcamping
gearpatrol.com/camping
gorp.com/campingguide
Google

x
x
x
x
x
x

x
x
x
x
x

x
x
x

x
x
x
x

x
x
x
x

x
x

x
x

x
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x

x
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x

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x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x

June

July

Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4

x
x
x

x
x
x
x

x
x

x
x

x
x

x
x
x

x
x
x

x
x

x
x

x
x

x
x

x
x

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x

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x

x
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x
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x

x
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x
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x

x
x
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x
x
x
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x
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x
x

x
x
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x

x
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x
x
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x

x
x
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x

x
x
x
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x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x

August
Week 1

x
x

Week 2

Week 3
x
x
x
x

x
x
x
x
x
x

x
x
x
x

x
x
x

x
x
x
x
x

Week 4

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
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x

x
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x
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x
x
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x
x

Media Plan for Bass Pro Shops

Prepared by Bree Skipper Novemeber 8,2013

Web Site
Gocamping.com/essentialgear
outdoorgearlab.com/campingandhiking
nationalgeographic.com/hikingcampinggearguide
lovetheoutdoors.com/campingchecklist
gearjunkie.com/reviews/camping
backpacker.com/gear
tripadvisor.com/camping
active.com/camping
woodalls.com/tentcamping
gearpatrol.com/camping
gorp.com/campingguide
Banners Totals/Avg

Cost/1,000
Impressions
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19
$10.19

Total
Impressions/Month
(000)
Total Cost/Month Number of Months
300
$3,057
4
100
$1,019
4
800
$8,152
4
100
$1,019
4
100
$1,019
4
500
$5,095
4
800
$8,152
4
500
$5,095
4
500
$5,095
4
300
$3,057
4
300
$3,057
4
$43,817.00

Total Number of
Impression
1,200
400
3,200
400
400
2000
3200
2000
2000
1200
1200
17,200

Total Cost
$12,228
$4,076
$32,608
$4,076
$4,076
$20,380
$32,608
$20,380
$20,380
$12,228
$12,228
$175,268.00

Number of Unique
Visitors/Month
(000)
70
42
4,073
49
38
155
24,518
1,840
134
53
70
28,946

CPM
$0.04
$0.02
$0.00
$0.02
$0.03
$0.03
$0.00
$0.00
$0.04
$0.06
$0.04
$0.02

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Google Keyword-Based Search Buys

Google Keyword Ads
camping gear
camping tents
camping supplies
coleman tents
coleman sleeping bags
where to buy camping gear
camping equipment
best camping gear
cheap camping gear
camping sleeping bags
cheap sleeping bags
camping gear stores
camping gear for kids
kids camping gear
kids sleeping bags
sleeping bags for kids
family tents
family sized tents
best tents for families
lights for camping
camping lantern
camping lanterns
coleman lantern
coleman flashlights
camp lighting
Google Totals/Avg

Cost per Click(CPC)

$0.77
$0.59
$0.76
$0.47
$0.55
$0.96
$0.76
$0.79
$0.72
$0.98
$0.64
$0.92
$0.69
$0.77
$1.13
$0.95
$0.67
$0.59
$0.44
$0.49
$0.79
$0.79
$0.52
$0.55
$1.39
$0.75

Total Clicks per Month Number of Months Total Clicks

27,110
4
108,440
14,800
4
59,200
12,100
4
48,400
22,200
4
88,800
2,900
4
11,600
70
4
280
8,100
4
32,400
720
4
2,880
1,600
4
6,400
320
4
1280
880
4
3520
260
4
1040
320
4
1280
720
4
2880
8100
4
32400
2900
4
11600
2900
4
11600
70
4
280
20
4
80
50
4
200
1600
4
6400
880
4
3520
8100
4
32400
260
4
1040
90
4
360
117,070
497,226

468,280

Total Cost
$83,498.80
$34,928.00
$36,784.00
$41,736.00
$6,380.00
$268.80
$24,624.00
$2,275.20
$4,608.00
$1,254.40
$2,252.80
$956.80
$883.20
$2,217.60
$36,612.00
$11,020.00
$7,772.00
$165.20
$35.20
$98.00
$5,056.00
$2,780.80
$16,848.00
$572.00
$500.40
$324,127.20

CPM(CPC)
$
770
$
590
$
760
$
470
$
550
$
960
$
760
$
790
$
720
$980.00
$640.00
$920.00
$690.00
$770.00
$1,130.00
$950.00
$670.00
$590.00
$440.00
$490.00
$790.00
$790.00
$520.00
$550.00
$1,390.00
$747.20

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Magazine Placements
Magazine Name

Cost Per Ad

Camping Life Magazine

Camping Life Magazine
Camping Life Magazine
KOA Directory
KOA Directory
KOA Directory
Outdoor Guide Magazine
AAA Campbook

$7,925 1
$7,255 1
$7,395 1
$47,160 1
$49,645 1
$52,955 1
$1,490 1
$157,150 1

Magazine Totals/Avg

$41,372

Ad Size

Ad Position

page
page
page
page
page
page
page
page

4th Cover
3rd Cover
2nd Cover
3rd Cover
2nd Cover
4th Cover
Inside
4th Cover

Number of
Insertions
2
2
2
1
1
1
2
1
12

Total Campaign Circulation

Cost
(000)

Pass-Along
Estimate

Total Audience
(000)

$15,850
$14,510
$14,790
$47,160
$49,645
$52,955
$2,980
$157,150

85
85
85
570
570
570
10
3,301

3
3
3
5
5
5
1
5

$355,040

5,277

255
255
255
2852
2852
2852
10
16505

CPM
$ 31.06
$ 28.44
$ 29.00
$ 16.54
$ 17.41
$ 18.57
$ 149.00
$
9.52

25836 $ 41.43

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Media Buy Overview

Media Vehicle
Television
Let's Go Camping Denver
Let's Go Camping Atlanta
Let's Go Camping Tacoma
Camping Talkementary Denver
Camping Talkementary Atlanta
Camping Talkementary Tacoma

Number of Insertions

16
32
20
14
16
14

TV Total/Avg

112

Radio
Denver--KQMT FM
Denver--KRFX FM
Atlanta--WSRV FM
Tacoma--KZOK FM
Radio Total/Avg

54
54
99
54
261

Magazines
Camping Life Magazine 2nd Cover
Camping Life Magazine 3rd Cover
Camping Life Magazine 4th Cover
KOA Directory 2nd Cover
KOA Directory 4th Cover
KOA Directory 3rd Cover
AAA Campbook
Outdoor Guide Magazine
Magazine Total/Avg

2
2
2
2
2
1
1
2
12

Newspapers
The Atlanta Journal Constitution
The Denver Post
The Denver Post
The News Tribune(Tacoma)
Newspaper Total/Avg

4
4
3
8
19

Internet

Gocamping.com/essentialgear
outdoorgearlab.com/campingandhiking
nationalgeographic.com/hikingcampinggearguide
lovetheoutdoors.com/campingchecklist
gearjunkie.com/reviews/camping
backpacker.com/gear
tripadvisor.com/camping
active.com/camping
woodalls.com/tentcamping
gearpatrol.com/camping
gorp.com/campingguide
Internet Total/Avg
Google Total/Avg
Total/Avg
CPM without Google or Internet

1,200
400
3,200
400
400
2,000
3,200
2,000
2,000
1,200
1,200
17,200
468,280
485884

Total Cost

CPM

$4,416
$5,722
$5,712
$3,220
$2,384
$3,332

$6.07
$2.54
$5.14
$6.07
$2.54
$5.14

$24,786

$4.58

$62,942
$57,586
$272,052
$87,188
$479,768

$11.53
$11.53
$0.73
$9.49
$8.32

$14,790
$14,510
$15,850
$49,645
$52,955
$47,160
$157,150
$2,980
$355,040

$29.00
$28.44
$31.06
$17.41
$18.57
$16.54
$9.52
$149.00
$41.43

$13,347
$22,740
$17,520
$22,510
$76,117

$4.57
$11.08
$3.80
$22.47
$10.48

$12,228
$4,076
$32,608
$4,076
$4,076
$20,380
$32,608
$20,380
$20,380
$12,228
$12,228
$175,268

$0.04
$0.02
$0.00
$0.02
$0.03
$0.03
$0.00
$0.00
$0.04
$0.06
$0.04
$0.02

$324,127 $747.20
$1,435,106 $135.34
$16.20

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Radio Placements
Program
Denver--KQMT FM
Denver--KRFX FM
Atlanta--WSRV FM
Tacoma--KZOK FM
All Radio Totals/Avg

Format
Classic Rock
Classic Rock
Classic Rock
Classic Rock

Daypart
PM
PM
PM
PM

Rating
4.7
4.3
6
5.4
5.1

Rating
(%)
4.7%
4.3%
6.0%
5.4%

Persons 12+ in
Markets
2,150,300
2,150,300
3,750,700
3,150,300

Listeners of
Station
101,064
92,463
225,042
170,116
588,685 $

Cost per
Point(CPP)
Cost per ad :60
$248
$1,165.60
$248
$1,066.40
$458
$2,748.00
$299
$1,614.60
313

$1,648.65

Number of
Insertions
54
54
99
54

Total Cost
CPM(Listeners)
$62,942
$11.53
$57,586
$11.53
$272,052
$0.73
$87,188
$9.49

261 $

479,768

$8.32

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Television Placements
Program
Let's Go Camping TV
Denver
Atlanta
Tacoma
Camping Talkmentary
Denver
Atlanta
Tacoma
TV Totals/Avg

Rating Rating( %) TV HH in Market

1.2
1.2
1.2

1%
1%
1%

1,516,100
2,347,100
1,852,400

1
1
1

1%
1%
1%

1,516,100
2,347,100
1,852,400
11,431,200

HH Viewing
Program

#/HH

Total
Viewers(000)

Cost Per
Point(CPP)

Cost per :30

18,193
28,165
22,229

2.5
2.5
2.5

45
70
56

$230
$149
$238

$276.00
$178.80
$285.60

15,161
23,471
18,524

2.5
2.5
2.5

38
59
46

$230
$149
$238

$230.00
$149.00
$238.00

314

$205.67

$226.23

125,743

Number of Insertions Total Cost CPM(Viewers)

16
32
20

$4,416
$5,722
$5,712

$6.07
$2.54
$5.14

14
16
14

$3,220
$2,384
$3,332

$6.07
$2.54
$5.14

112

$24,786

$4.58

Media Plan for Bass Pro Shops

Prepared by Bree Skipper November 8,2013

Newspaper Placements
Publication Name

Day of Week

Section

The Atlanta Journal Constitution Friday

The Denver Post
Friday

Home and Garden

Weekend

The Denver Post

The News Tribune(Tacoma)

Rocky Mountain
Adventure
Outdoors/Recreation

Newspaper Totals/Avg

Saturday
Thursday

AD Size(Col. In.)

Cost/Col. In.

Cost Per Ad

Number of
Insertions

Total Cost

6
15

$556.11
$379.00

$3,336.66
$5,685.00

4 $13,346.64
4 $22,740.00

8
20

$730.00
$140.69

$5,840.00
$2,813.80

3 $17,520.00
8 $22,510.40

12

$451.45

$4,418.87

144,250,965

19

###

Circulation
(000)

Pass Along
Estimate

Total Audience
(000)

CPM

365
256

2
2

730
513

$4.57
$11.08

513
125

3
1

1539
125

$3.80
$22.47

1260

2907

$10.48