Media Plan for Lowes

Jayde Balentine
Introduction to Media Advertising
February 21, 2015

Crafters as a Target Group for Lowes

Target Segment Summary
Targets Psychographic Summary
Scrapbooking / Card Making/Paper Crafting
Paint / Drawing / Calligraphy/Print Making
Cake and Food Decorating Projects
Fabric / Sewing Projects
Jewelry Making
Crochet / Knitting
Kids Crafts
Targets Demographic Summary
Gender: Female
Marital Status: Married
Age Range: 35-54
HH Income: median of $47,468
Targets Geographic Summary
Salt Lake City, Utah
o Lifestyle Rank = 17
o Number of Craft Households = 279,002
Charleston / Huntington, West Virginia
o Lifestyle Rank = 20
o Number of Craft Households = 160,102
Traverse City / Cadillac, Michigan
o Lifestyle Rank = 12
o Number of Craft Households = 85,365
Client Description
Company Overview: Lowes Home Improvement Store is an American Fortune 100
company founded in 1946 in North Carolina. The home and outdoor development operation has
traded in the New York Stock Exchange since 1961. The chain has over 1,000 stores located in
the United States, Canada, and Mexico. (Companies) Around 1980s the company changed from
small-market stores to mega-stores to compete against The Home Depot chain that offers similar
services and products. (Corporate). Currently the company is working to rebuild a pueblo outside

of Albuquerque, New Mexico (Responsibility). For one to request a Lowes near them the
requestor can complete an online form available on Lowes.com on the Request a Lowes link
(FAQs).
The company believes in providing services to the community for more than 60 years.
Lowes views community service to be an investment in neighborhoods and their own future. To
help promise a successful future, Lowes and the Lowes Charitable and Education Foundation
provided $25 million in 2013 to schools community organizations and disaster relief programs.
Partnerships include SkillsUSA, Boys and Girls Clubs of America, Keep America Beautiful, and
the American Red Cross (Communities). For sponsorship inquiries one can visit the Request a
Lowes link on Lowes.com (Improving).
In recent news available of the companys Press link, the company announced that they
added a 12th member to their board of directors. James H. Morgan, is a chairman of Krispy
Kreme will serve on the Audit and Governance committees of the Lowes board (Newsroom). To
further products offered to their customers in the company will join forces with HGTV HOME
by Sherwin-Williams in March 2015 to make the brands interior and exterior paints available on
Lowes.com and in Lowes stores (Newsroom).
Lowes employs thousands that work in store, in the corporate office, and distribution
sections of the company. The company hires seasonal employees and employees looking to
establish careers in the home improvement business. Lowes offers services to college students
by employing college students and establishing a summer intern program. Other than assisting
their employees with government benefits, diversity, and learning opportunities the Lowes
family is committed to working with people affiliated with the military as they participate in

military-sponsored events and job fairs. Lowes is seeking people who value teamwork, passion
for execution and those are customer focused (Careers).
According to Business Insights: Essentials Lowes Companies Inc. overview the
companys sales in 2014 were $53,417,000,000 with 167,000 employees with a $319,862 sales
per employee average. Companies related to Lowes include, but are not limited to Home Depot
Inc. and Wolseley Inc. Lowes Company industries include building material dealers,
construction material merchant wholesalers, hardware stores, nursery and garden centers and
lumber merchant wholesalers (Gale).
Types of Products Offered: Lowes offers approximately 15 million public customers
their services in store, on phone, online, and at privately owned establishments like homes and
businesses. Lowes customers include people interested in do-it-yourself (DIY) and do-it-for-me
(DIFM) for their home and professional customers working in the construction, trade, repair,
operations, and maintenances industries, these professionals represent more than 30 percent of
total sales (Companies).
MyLowes is a service for customers who frequently visit Lowes. Through MyLowes
customers can track in-store purchases with their card and associated phone number, keep on
online inventories of their home and businesses, making returning items easier, and organize a
customers busy life with reminders and mobile shopping lists. Customers can access their
MyLowes account through Lowes.com. Having a MyLowes account can ease the mind of the
Lowes customer and make their in-store and online home improvement experience smoother
(MyLowes).
Lowes offers protection plans customers can purchase on items. Customers can purchase
manufacturers plans that usually last up to 12 months or extended plans. With these protection

plans Lowes will make repairs on an item with no additional cost. Customers are able to have
confidence in their purchases and trust that they will be able to use their product for the products
lifetime when investing in one of the offered protection plans (Plans).
Lowes has a variety of products to offer with over 16 different department categories.
Lowes products range from bathroom and kitchen products to home dcor and even plumbing
supplies and systems. Products to help a home perform more efficiently include heating and
cooling products like fire places and air filters. When looking to improve a spaces organization
Lowes can offer shelves and even moving supplies. For customers with a creative spirit that are
interested in preserving a wood project like a crafted bird house customers can purchase sealers
and brushes via the paint section of the Lowes company. Customers who are looking to make
long-lasting placemats for a July 4th barbecue or Valentins Day dinner party can purchase cork
tiles from Lowes home section. (Lowes.com).
Target Audience: Crafters
Introduction: In general crafters are interested in discovering what the world has to offer
to their creative process. Crafters are more than likely to be interested in working to make a
project personal and unique to them. Crafters consist of mostly middle-aged women who make
an average of $47,000 a year. To attract crafters, websites and stores must offer tools and
resources that intrigue them, inspire them, and help them complete a project. Crafters want to
spend their money and time on things that will add to the quality of their life and things around
them.
Psychographic elements of target: Crafters are usually what society refers to when the
phrase DIY is mentioned. These people are not just interested in pinching pennies when they
create items or do projects themselves, they are more interested in the project-making experience

and adding unique and personal value to their life. Crafters are more interested in purchasing
products to create something they need than buying the product in the store, they want to add
originality to things around them (Williams).
Crafters utilize technology to complete their projects. Crafters are usually digitally savvy
as 71% of crafters use the internet to research information and seek help, 58% of crafters use
smartphones and 33% own a tablet. Crafters need internet to utilize websites and search engines,
88% access retail websites, 73% utilize search engines, and 52% access manufacturer websites
when on the web. Crafters gravitate to online videos, 49% of crafters watch online videos to get
help on projects and 65% of crafters are more likely to purchase an item when the brand provides
online videos as a resource (Think). Crafters desire information that they can easily access and
understand.
This target is always searching for a muse for their current project or next project.
Staying busy and looking for the next thing they can create is something crafters desire, as most
crafters making a living from their creative passions. According to The Coda Review 2011: Craft
Artists, Income, and the U.S Economy report, 5 million Americans earned part of their income
from crafts and 30,000 to 50,000 sold their crafts as their main income (Development
Association). They frequent social media sites like Pinterest and YouTube to find images and
how-to tutorials for their projects (Williams).
Crafting projects come in different shapes and forms. Some crafters enjoy stationary and
are in need of scrapbooking materials to make scrapbooks and cards. Tools to paint, draw and
stamp are tools crafters often search for. For crafters that are interested in cuisine they frequent
food decorating sections of retail industries to produce decorated foods. Sewing machines,
sewing kits and an array of fabrics are needed by crafters that enjoy fabric and sewing projects.

Small tools for yarn and beads are for crafters that enjoy jewelry making, crocheting, and
knitting (Association). In order to attract all segments of the crafting audience markets must sell
a wide range of products.
Demographic elements of target: According to the Craft and Hobby Associations 2012
State of the Craft Industry Key Insights Report the crafting population is made up of mostly
female, with 72% of the population being women. These women are more like to have larger
households with a little less than half, specifically 42% having children. The crafters population
is not specific to one race, ethnically the group represents the United States diversity in ethnicity
(Association). Crafters range in age from 35-54 and make between $50,000- $74,999 per
household, with a median income of $47,468. This group of people are also usually married
(Market).
How targets aligns with Lowes offerings: Lowes mostly attracts crafters that are
interested in enhancing their homes or businesses. Tools like hammers and drills are Lowes
items crafters purchase. Specialty materials like cork rocks are components crafters use in their
projects. MyLowes is a service crafters are more likely to use, because crafters complete a
variety of projects they are more than likely to be interested in a service that easies their
shopping experience. Lowes has to small offer items crafters utilize to create huge projects.
To better service their crafting audience Lowes must offer food decorating tools like a
cake batter piping bag, jewelry making items like small decorative beads, crochet needles, and
decorative stationary materials like gel pens to attract the wide crafting scope. Currently Lowes
offers products for crafters that are interested in making projects specifically for events,
enhancing spaces and items for their home and business, the company has a limited amount of
products and materials for crafters that arent interested in home improvement or planning

holiday events. For a number of crafters Lowes is a starting point for them when shopping, but
they often look to other retails to fulfill their crafting interests (Think).
Media Plan Targeted to Reach Crafters
Introduction: When choosing media vehicles to advertise with in order to attract crafters
to Lowes I considered the content offered in the specific media vehicles and the amount of
money I would need to spend to reach a large number of crafters. I placed advertisements with
magazines that would be available to crafters during my campaign months and best benefit in
their seasonal crafting ventures. When choosing T.V. programs to buy from I considered how the
programs would entertain my audience and encourage them to purchase materials from Lowes.
My strategy for internet buys was to consider the different information available of the websites
and web pages and who would be more than likely to spend time on the websites. I purposely
purchased a lower amount of impressions on sites that had a large amount of unique visitors
because I knew that my audience was not the only visitors to the high profile sites. I chose broad
and tool specific keywords and key phrases that crafters would be more than likely to search for
when thinking of and planning crafting projects. I considered my three month campaign schedule
and pointed to what vehicles best matched Lowes crafters.
Media Plan Schedule: I have chosen to run my three month campaign in the months of
April, September, and November. I chose not run my campaign in consecutive months because
crafters are not just crafting during the winter, spring, summer or autumn, they are crafting all
year round. One reason I chose these months was because of popular holidays. After researching
crafters I found that many of crafters make projects for specific holiday events like a barbecue
for the 4th of July or party to celebrate Halloween.

Crafters are purchasing materials to decorate their homes or places of business to

celebrate festive holidays. After completing my target research I thought of specific holiday
gatherings that are highly celebrated in the United States, specifically in my three cities. Crafters
are looking to enhance ordinary ideas and events in their life with their creative talents.
Brainstorming of months that crafters would create projects for was a strategy for choosing
months to run my campaign.
April is in spring and before the summer season. During April crafters have the
opportunity to make specialized items for spring holidays like Easter and Arbor Day in April and
Cinco De Mayo and Mothers Day in May. April is also a time were Lowes sets out their items
for warmer weather activities and holidays and are advertising this items online. Magazines in
April are targeting their content on spring style- like spring cleaning and home decorating and
projects for holidays in spring and summer. T.V. programs are running specials that center around
warmer weather and activities to do and projects to create in spring and summer.
Compared to other months in the calendar the spring season- specially April has the least
amount of holidays. This holiday break gives crafters the chance to complete spring projects and
start on summer projects. Highly celebrated summer holidays like Fathers Day in June and
Independence Day in July are holidays crafters create projects for. April is also the time before
schools end for summer break- this month gives crafters the time to plan for kids crafting
projects children can do during their time off from school. Preparing my campaign to run during
April allows advertisements to drive crafters to Lowes because crafters are creating projects for
the spring and summer seasons.
September falls in autumn and before winter time. During September students have gone
back to school, 911 Remembrance Day is celebrated, and football season is preparing to kick off.

In September Lowes is starting to put away items sold specifically for summer months and are
creating store and internet displays for fall. Magazines and T.V. networks are planning content
for autumn holidays and colder weather. September is a month before crafters become busy
preparing for and purchasing items for highly celebrated holidays- Halloween in October,
Thanksgiving in November, and Christmas, Hanukah and end of the year celebrations in
December. Crafters are visiting Lowes, searching for websites for autumn projects, and reading
and watching programs for autumn celebrations in the month of September. Choosing to
campaign in the month of September was a no brainer.
November is my last campaign month, it falls in autumn time. During November people
are celebrating for Thanksgiving and are thinking of Christmas and New Years celebrations. In
November Lowes is preparing their retail items in-store and online to reflect of colder months
and Magazines and T.V. programs are centering their content on colder weather, autumn and
winter holidays. Including the month of November was a must. November is the month were
crafters are preparing projects for highly celebrated holidays and thinking of ways to enhance
their lives, homes, and business places for the year ahead. Rather than choosing a consecutive
month campaign I chose to focus my campaign to reflect on holidays celebrated in April,
September, and November- times were crafters are preparing to enhance their lives for
celebrations and yearly breaks to focus on specific holiday projects and ideas.
Media Type Priorities: Internet with a great emphasis in Google Keywords is my type
media type. While I only spent $8,844 to purchase placements for the internet I made sure to
choose at least 6 different websites and considered a total of 8 to buy advertisements from. To
better justify my priority I chose an emphasis in keyword searches and key phrases that totaled

$212,400 with ten specific words and phrases because of the ways crafters utilize search tools
provided by the internet.
I chose internet and search as my priority because crafters are constantly looking for new
and exciting projects, ideas, tools, and inspiration. I chose to pair keywords and key phrases with
internet because it makes sense. Crafters use internet search engines to discover new ideas, price
materials they are looking to purchase, and find how-to tutorials to complete their crafting
projects. Plus, search engines via the internet can be accessed almost anywhere. Crafters are able
search via the internet during downtime, at home, a restaurant, in a Lowes isle- basically any
area that internet access is available. Its very unlikely that a crafter world carry a stack of
magazines with them or have the chance to catch a T.V show that serves their crafting interest
while on the go. When choosing my top media priority I thought of the ways crafters utilize
searches and how easy and sensible the internet is to operate in todays day and age.
Magazines are my second media vehicle priority. Initially I though magazines would be
my top priority because of the price of magazine advertisements, but then I thought of where and
how crafters would access magazines- crafters can access information they need from internet
searches easier than magazines. I chose three magazines to purchase from, with ten insertions,
and spent a total of $230,145. After researching the topics, tutorials, and concepts discussed in
magazines I knew purchasing specific advertisement space in magazines would grab crafters
attention. Seeing a Lowes advertisement that encourages readers to buy cork tiles from Lowes
next to a tutorial on how to make a cork placemat would grab a crafters attention and satisfy
their need to know where to purchase materials. Considering topics in magazines read by crafters
and where advertisements would ideally be placed helped my decisions in choosing my second
media type priority.

My final media type priority is T.V. This vehicle is my third priority because of the
availability of shows targeted towards crafters and the realities of watching T.V. In my search for
T.V. placements I found that networks do not necessarily target crafters in specific ways. If my
client was Dicks Sporting Goods and my target was basketball fans I would have had a ton of
programs to purchase from. Because crafters enjoy a variety of activities in the crafting would I
had trouble pin pointing a high number of T.V. shows that would appeal to a large number of
crafters that have a variety of interests.
I chose two T.V. programs with 390 insertions for a total $22,754. With my placements I
reached only 13,915 households in my three cities. When choosing T.V. placements I thought of
how the advertisements would grab a crafters attention. My target audience makes close to
$50,000 in their household and have the means to afford luxuries like cable digital video
recorders (DVR) and TiVo. Realistically, crafters are not watching commercial advertisements
when watching T.V. They are fast forwarding through advertisements so they can receive the
information in T.V. programs faster, they would rather focus on a crafting challenge or a crafting
project than watch an advertisement. When choosing T.V. as my third media priority I considered
specialized programs and the realities of watching T.V. with todays technological advancements.
Specific Media Choices:
Magazine Choices:
Our discussions in class gave me a better insight to the world of magazine advertising
and why it is important to advertise with magazines. In our classroom discussions we understood
that there are 20,000 - 25,000 different magazines in the United States alone that tailor to a
specific group of people. I kept this astounding reality in mind when choosing magazines to
advertise in and when I completed my campaign schedule. My mission was to find magazines

that would offer a wide variety of content to attract the wide range of interest that crafters have.
To best fit the Lowes crafter I looked for magazines that tailored content to seasonal projects for
home decorating and crafting online and in the SRDS Consumer Magazine Advertising Source
Fall/Winter 2008 edition.
HGTV Magazine: HGTV Magazine is a monthly home lifestyle magazine inspired by
HGTV network entertaining and programming. This magazine has a combination of home
improvement project ideas with ideas for crafting for specified seasons and holiday themed
content. Because of the variety of specialized content I thought a 6 pass-along rate would be
fitting, crafters would think twice about handing this magazine to another person. The diversity
in the content also influenced my decision to run a continuous schedule. I knew that placing
advertisements in all three months would not negatively influence my budget because Lowes
crafters would be inclined to pick up this magazine and the following issues because of its
contents. I chose to purchase 6 1/3rd inside page advertisements in every campaign month for
$217,620. I imagine the advertisements to have a unified message. The message could be a stepby-step process in making a crafting project like a bird house for the month of April, a autumn
door decoration for the month of September, and childrens turkey placemat for the month of
November. Spending $4.75 to reach each one thousand person is money well spent- this
magazine has content that will grab crafters attention and encourage them to pick up the next
issue to plan their next creative project.
Craft Ideas: This quarterly magazine attracts readers with special features in every issue
that include: how-tos, step-by-step tutorials, trendy seasonal themes, and new products and tools
in the crafting world. I was forced to run my inside spread once in April because the magazine
does not publish in September or November. I chose to run a spread for $3,825 because of the

nature of the magazines content. I imagine the advertisement being a how-to feature that uses
only Lowes materials to create a decorative table spread for Easter. Tailoring this content will
grab readers attention and drive them to Lowes because the content would be specific to the
retail chain. Spending $16.14 to reach 237,000 audience members makes sense because of the
specified holiday content the magazine features. This specialized content creates a low passalong estimate of three because crafters would keep this magazine in their arsenal for ideas to
refer back to.
Decorating Digest: Decorating Digest is a bi-monthly magazine that features step-bystep instructions for projects and resource guides that provide readers access to supplies. This
magazine attracts beginner crafters, this influenced my ad placement because I would be able to
attract beginners and encourage them to set their eyes on only Lowes. Because of my basic get
them while theyre fresh strategy I imagine my 3 inside 2/3rd page placements to advertise tools
and services specific to Lowes, like the MyLowes customer program. Fortunately, this
magazine runs during all of my campaign months, so choosing a continuity scheduling strategy
made more sense. Crafters, especially those who are starting their creative journey would be
more than likely to not pass their magazine to another, this idea made my decision in a passalong estimate a 4. After reaching my calculations I knew that spending $6.97 to reach my
audience for a total of only $8,700 would be cost effective because of the supplies resources the
magazine offers and the beginning tutorial projects that magazine features.
TV Choices:
I assumed that TV placements would be the most expensive from studying Superbowl
advertising techniques and specifics in class. To my surprise I was very wrong, T.V.
advertisements were the third most expensive media vehicle. T.V. is my last priority so this

helped in considering the number of programs to search for to advertise in. Because of this
priority I purposely chose programs that are extremely targeted to crafters, making the ratings of
both television shows low and total cost for my campaign reasonably priced. I chose a mixed
scheduling strategy for both of my targeted T.V. programs because I did not want to annoy
consumers with advertisements and I did not want to waste monies on placements that could
have the greater chances to never be seen with todays DVR capabilities. When choosing my
programs I tried to think realistic and considered what would be the most cost effective for my
campaign.
Craft Wars: This prime time program is an American reality show that has contestants
competing in craft challenges to win $10,000 prize. This show was hosted by actress Tori
Spelling and only ran for 1 season in 2012 on TLC. Because the theme of the show is craft and
competition specific I knew it would attract my audience and perhaps inspire them to try the
challenges themselves or be interested in trying out to compete in the show. In Salt Lake City,
Charleston, and Traverse City I chose to run 60 insertions for a total of 180 insertions with mixed
scheduling because I did not want to bombard viewers with advertisements and considered that
some households would not view them. While my CPM for this program is on the higher end at
$16.17, I figured that this show if targeted to entertain crafters in the cities and would be money
well spent.
Creative Juice: Creative Juice aired during morning and afternoon daytime hours
between 2006 and 2007 with 9 seasons on HGTV and the DIY Network. This entertainment
program featured art projects, home decorating ideas, and cooking ideas hosted by Daytime
Emmy nominated hosts Cathie Fillan and Steve Piacenza. This program appeals to crafters
because they are able to recognize and be shown how to complete home and art projects. This

show would encourage crafters to write down materials featured in the episodes and head to
Lowes to purchase them because of the specific content. I ran 70 insertions in all cities with an
insertion total of 210 with mixed scheduling because on the programs content. I made the
decision to purchase more placements for Creative Juice than Craft Wars because it would be
cheaper. After figuring calculations I was able to reach a total of 8,699 households and only spent
$9.63 to reach viewers. Considering the craft specific program content and award nominated
hosts I concluded that these T.V. placements were most cost effective.
Web Site Choices:
Crafters enjoy searching for crafting ideas and want to access information while on the
go. Because of these characteristics my goal was to pick websites and webpages to purchase
placements from that would entertain, inform, and tend to the needs of my audience. For all of
my internet choices I chose flighting scheduling methods because I knew banner advertisements
would not always get recognized on websites. My websites were categorized in entertainment,
food and drink, or home and architecture. Internet with an emphasis in keyword searches was my
top media vehicle priority when planning my campaign. While I only spent a total of $8,844 for
internet placements I think 3,105 total impressions and data collected from Compete.com with a
CPM of only $2.18 helped to justify my top priority choice.
Diynetwork.com/crafting page: This web page directs viewers to crafting tutorials,
articles on crafting projects, and top shows related to crafting that appear on the television
network. I chose to advertise with this website because Creative Juice aired on the DIY Network
and figured that viewers of the show would turn to Diynetwork.com to discover even more
crafting ideas. A total of 120,000 impressions for my campaign for a total of $441 helped to
justify my placement decision because the website helps to target crafters with its content.

Craftgawker.com: This website can be compared to Pinterest for crafters. This website
allows members to search for crafting ideas and save ideas to personal pages. Spending a total of
$3,714 with 1,350,000 impressions to reach 249 visitors per month is justified because of the
content the site offers. Because crafters are able to find millions of ideas, showcase their own
crafting projects, and save ideas to their profile I knew this target would be money well spent
when reaching a $4.97 CPM.
Hgtv.com/make-and-celebrate page: To better align my media buy together I chose to
advertise with this web page because of my magazine and T.V. purchases. This web page aligns
perfectly with my campaign schedule because the articles, videos, and photo galleries encourage
viewers to engage with content specified for holiday, seasonal, and celebratory crafts and
decorations. I considered the 3,128,000 unique visitors to Hgtv.com when choosing impressions
for this site. With a CPM of only $0.07 I was right in my internet decision, 60 impressions would
with the high number of unique visitors would bound to reach crafting audiences and have a high
chance to attract crafters to Lowes.
Craftgossip.com: Purchasing from this site almost seemed necessary when considering
their content. Craftgossip.com attracts 139,000 unique visitors with ideas that range from party
ideas to edible crafts, giveaways, and a site newsletter. Crafters would be attracted to this website
because of the wide variety of projects that use materials sold with Lowes. I chose 400
impressions for a total of $3,300 dollars because of the website features and encourages activity
with users. While the CPM for this website is high at $7.89 I think that the site content
encourages crafters to come back to get more ideas, which would allow for my placements to be
seen more by my target audience.

Marthastewart.com/create page: I cannot think of crafts without thinking of Martha

Stewart. Advertising with her sites create page seemed to make sense because visitors are able to
access hundreds of crafting techniques, essentials and how-tos for every crafting need. This web
page also prompts users to holiday themed projects found on the site, which keeps in line with
my campaign scheduling technique. To reach 3,302,000 unique visitors it only cost $0.04. I was
able to gain more bang for my budget buck when considering how many visitors
Marthatstweart.com has and little amount of money I spent to advertise with the site.
Bhg.com/diy-it-yourself page: My final internet insertion appeals to the DIY spirit
crafters have. The diy-it-yourself page on bhg.com offers 3,734 visitors with tips and tricks for
seasonal and trendy crafts. I chose to purchase 45 impressions with a total of $372 because I
knew that the number of unique visitors to the site were not all crafters. Bhg.com attracts visitors
that look for gardening, beauty, pet and other avenues to improve their lives. Spending money
that would not specifically attract my crafting audience did not make sense in the long run.
Pinterest.com/crafts search page: As an avid Pinterest user I know that crafts is a top
search and pining avenue on the site and would attract a number of crafters. I was unable to
receive a lot of data from this internet choice because Pinterest does not have specific banner
advertisement information available to the public. I would be interested to get more information
and to possibly understand how Pinterest makes money without banner placements- perhaps they
sell pins for advertising revenue.
Craftzine.com/craft page: Another website I considered was Craftzine.coms craft page. I
was directed to this page by my magazine choice Craft Ideas, because it is the magazines
website. After looking at the content I decided that the amount of information geared towards
crafters was not substantial enough to advertise with the site. I found that there was a limited

amount of crafting information available on the site and would more than likely not encourage
my crafting audience to return to the site, this influenced my decision to not place internet
banners with Crafzine.com.
Google Keywords:
In choosing my keywords I thought of the basic websites that crafters would visit and
what specified searches they search for that would drive them to Lowes.com. I chose the basic
search Pinterest crafts, because crafters would enjoy going to a direct link to the pinning
website or be directed to blogs featured on the website through Google. Because crafters enjoy
finding ideas fast I wanted to start my first keyword phrase with narrow guidelines.
For my next nine keywords and key phrases: Christmas wreaths, flower pots, glass
blocks, miter box, jigsaw tool, grommet installation, wood glue, cork tiles, and
adhesive remover, I thought of what Lowes has offer customers. To pin point these targeted
search words and phrases I used the craft ideas and how-to guides on Lowes.com. I filed through
the 909 results and chose materials I felt would best target crafters. This strategy also would help
drive crafters to Lowes ensuring that I receive feasible results from 110 clicks per month
spending a total $212,400 and an average of $664 CPM for the campaign duration.
When deciding my Google Keyword Search campaign schedule I considered when and
how crafters would use the items. I chose to run Pinterest crafts, glass blocks, grommet
installation, wood glue, cork tiles, and adhesive remover during all three of my months
because crafters would search for these items all year round. These searches are broad and would
more than likely be includes in a crafters tool kit- these factors influenced my continuity
scheduling strategy. When choosing my bursting, mixed and flighting strategies I considered the

seasons these materials would be searched for the most. Cost effective concepts and getting the
most bang for my campaign buck helped to influence my scheduling decisions.
Justification of Money Spent: Although, I was allowed $600,000 to buy ten different
media types I only spent $474,143. Originally, I was over budget, but with careful consideration
I was able to narrow my media buys to three magazines, two T.V. programs, six websites, and ten
keywords and phrases to purchase from. By using a variety of scheduling techniques while
scheduling my campaign and considering what would best attract my audience for the least
amount of money I believe the strategies used are efficient for my client. I was able to provide
330 magazine and television insertions with a CPM of $11. I spent only $221,244 to reach
crafters on the internet and with Google keyword and key phrases. With the total money spent,
thousands of people reached with only 11 media vehicles and 10 internet searches I do feel I
created a campaign that intelligently considers when, why, and how crafters craft and what
measures need to be taken in order to gravitate this creative audience to Lowes.