Our community (local monthly glossy magazine): This magazine targets 31% of the local population, making it an ideal medium for a local event like the Fitness Kickoff- Challenge. Since the Fitness Challenge aims to eliminate childhood obesity, parents will be the main target audience. According to the U.S. Census Bureau, 32% of American families with a child under 12 have a stay-at-home mother. Only 3% of American families with an elementary-aged child have a stay-at-home father. Taking these statistics into account, our campaign will respond to the behaviors and needs of “stay-at-home mothers”. Of the local population who read “Our Community,” 70 percent are women aged 31 to 60. This age range and gender covers our target audience, making advertisements through this medium very effective. A half-page ad would cost the campaign $4,000, a small price for such exposure. Since the magazine is only printed monthly, readers tend to flip through the pages multiple times, maximizing frequency. $4,000 KABC (NBC affiliate) With 40 percent of the local population as regular viewers, this program's commercials will significantly increase awareness of the Fitness Challenge. . Women aged 35 to 55 make up 72 percent of viewers. Awareness of the challenge requires introducing the concept and benefits of the event. Airing at least 30 commercials outside of prime time two months before the Challenge will familiarize the target audience with the event without bombarding them with information. Thirty primetime commercials will air in the month leading up to the event to maximize advertising exposure for the Fitness Challenge launch. ....as targeted stay-at-home mothers, fathers also hold decision-making power when it comes to their children's health. Billboards displaying advertisements for the Fitness Challenge kickoff provide huge exposure to the event. traffic routes attract the attention of interested fathers returning home from work. Most working people take the same route to and from work, which means they encounter the same messages on billboards twice a day. Hence how often a person encounters advertising on a daily basis. The base must be equal to or greater than two. Multiply that by 2 months and the number of impressions falls well above 100. Cost: 2 months - $5,000 Total cost: $31,205 Even after creating a campaign media plan that embraces cross-platform advertising, our $50,000 budget remains $18,795 higher. that the funds required.