Post by Jessica D’Amelia
This week, our group discussed and created a hypothetical print media plan for our company, Blue Apron. Although print sources are no longer the “go-to” for information, we found that print media to still be relevant among our target market of young, professional women in their 20’s and 30’s who are still active magazine readers. Although social media is a faster way to reach an audience, print media lasts longer which ensures that our brand message will keep earning impressions long after the campaign is formally over.
We decided as media strategists that our campaign for Blue Apron should run from June 2017 to June 2018, running 4/c full page ads in magazines such as Rachel Ray Everyday, Real Simple, Life&Style, and the Food Network Magazine, which are all targeted to young, professional, educated women. In order to optimize relevance of our key messages we decided to place them strategically throughout the year in each magazine.
For example, in January and February we decided it would be best to advertise our product by promoting the health benefits of using Blue Apron at a time when a majority of people are focused on eating healthier and setting goals regarding health. Additionally, we decided that the warmer months of June, July and August would be a perfect time to market Blue Apron for the farm, fresh quality of their recipes and ingredients. To close out the year, we decided that placing ads that promoted our variety of recipes tailored to the holiday season would be not only beneficial to our marketing strategy, but also to our customers who may be under a lot of pressure around the holidays to produce extravagant meals for their friends and family.
Outlining out print media plan was a fun and important step toward our final Unlimited Budget project. We’ll be able to use the information that we gathered for this step and build off of it as we get closer and closer to the end of the planning process.
Group 5: Elizabeth Brozovich, Sydney Lucas, Jessica D’Amelia, Imani Campuzano-Guevara.