SCHEDULE OBJECTIVE
The month-long campaign has been broken down into three cycles, Pre-Launch, Launch, and Post-Launch. Throughout the three cycles, different mediums will be used in order to effectively reach our target audience.
During the pre-launch, a press release as well as an email marketing flyer will be communicated to the target market, highschools and universities in the UAE.
For the launch stage, Social media posts on both instagram and Facebook, as well as on campus flyers will be scheduled and distributed.
The post-launch stage includes social media ads, youtube banners and trailers, as well as radio broadcasts.
MEDIA MIX AND BUDGET FLOWCHART
Figure 9: Flowchart of Media Mix and Budget Breakdown
MEDIA BREAKDOWN
CPM
Radio
2,250 AED
22,400 AED
2,250 AED
11 AED
80%
8%
8%
4%
CONTENT CALENDAR
BUDGET OVERVIEW
The budget for the month-long campaign is AED 27,818, which will be divided amongst three media mixes, Social media, Radio and CPM.
SOCIAL MEDIA
The total price of the social media campaign is estimated to reach AED 4,500 over the duration of 30 days. AED 75 is allocated for each platform (Instagram and Facebook) per day with the total averaging into AED 2,250 per platform. Upon doing so, the estimated reach for the social media campaign is 120,000 - 310,000 users. This is to ensure the promotional posts reach as many of the target audience as possible.
RADIO
The allocated budget for the Radio campaign is AED 22,400 as the cost of a 30 second spot during prime time (breakfast or driving home slot) is approximately AED 1600. Therefore, a week-long radio campaign with two radio stations in the UAE will cost approximately AED 22,400.
COST PER MILLE
As of 2021, the CPM rate of bumper ads in the UAE is approximately AED 11.