Matthew J.

Casey
Advertising Student, University of Oregon

Portfolio of a Creative Planner

T he following piece is a media plan for the Eugene, Oregon area Papa John’s franchises.
I worked in a team of four to develop and present this plan to the franchise owner. My
responsibility was the media mix and budget, as well as editing the final plan to be sent out
to the client. This piece best showcases that I am a very responsible team player. As well as
having my work done in a timely fashion, the group was able to trust me to get the entire
project put together and submitted on time.

Papa John’s Media Plan

Competitive Analysis
Papa John’s:
Total National Spending- $138.6 million
Local advertising budget -Min. of 7% of Net Sales
Total Local Spending- $125,000
Track Town Pizza:
Total National Spending- N/A
Local advertising budget- 3% of Net Sales
Total Local Spending- varies on sales
Pizza Hut:
Total National Spending- $215.7 million
Local advertising budget- The difference between 4.5% of monthly gross sales and the
required National Advertising contribution rate
Total Local Spending- varies on sales
Dominos:
Total National Spending- $163.5 million
Local advertising budget- 4% of store’s weekly royalty sales
Total Local Spending- varies on sales

Seasonality
Fall and Winter are the key seasons of pizza sales during the year while Friday, Saturday and Sunday
are the key days of business during the week.
Objectives

Advertising Objective
Raise awareness of the high quality ingredients and great taste of Papa John’s Pizza among target
audience from current level of reach by 35% during year 2011.

Media Objective
1. Advertise to frequent pizza eaters. The demographics and psychographics of this target are:
a. College students ages 18-25
b. Families with two working parents
This target consists of over 20,000 current students and 31,000 families in the greater Eugene area,
which has a population of 138,000.
2. Achieve the following communication goals: Peak Period Rest of Year

3 + Reach 3 + Reach

+35% +35%
3. Provide year-round media support to stimulate usage throughout year, with additional weight
during the peak sports months (September through January).
4. Schedule advertising to run Thursday through Sunday to complement key sporting events.
5. Provide national advertising support.
Situation Analysis
Marketing Objectives/Strategies: Increase Papa John’s awareness among frequent pizza eaters in the
Eugene/Springfield area.
• Seasonal focus on better ingredients
• Heavy-up during primary sport and warm pizza months (i.e. fall/winter)
Advertising Time Period: September through April (2011-2012)
Media Budget: $125,000
Promotional Activity: Handouts on campus, special game-day deals and one open late night

Media Strategies
The media plan for 2011-2012 will recommend some continuation of the previous media strategy
but will use print as the primary medium, with outdoor, radio, promotional, and digital functioning as
secondary media. Papa John’s in Eugene/Springfield has multiple presences on the Web from social
media sites to the parent website.

Print: In order to gain local news people in the Eugene/Springfield area tend to read a local paper or
magazine.

As the primary medium local print provides:

• Timeliness
• Impact of editorial – choosing desired section of paper
• Niche and desirable audiences
• Getting attention
• Shelf-life
The following publications are likely to be read by target audiences:
• The Daily Emerald – circulation 6,000
• The Register Guard – cir. 55,000 week/60,000 weekend
• Eugene Magazine – cir. 20,000

Radio: People listen to the radio on average, 2 hours 39 minutes per day, and the medium reaches
71 percent of everyone 12 and older each day (92 percent each week).

As the secondary medium local radio provides:

• Local appeal
• Targeted reach/awareness builder
• Low cost
• High frequency
• Flexibility
• Imagery transfer: research shows that radio can create a visual image in listener’s minds.
The following radio stations are likely to be listened to by the target audience:
• 101.5 – KFLY
• 104.7 – KDUK
• 94.5 – BOB FM
• 94.9 – KMGE
One-half of the weight will run during prime listening hours, with the remainder split between week-
end daytime and early morning. Prime time will offer the greatest reach to both target audiences.
Weekend daytime will allow us to reach the target when they are watching sporting events and
spending time with friends and family.

Outdoor: Primarily a local medium, which is brought on a market-by-market basis.

As a secondary medium, outdoor provides:
• Size
• Mobility
• Reinforcing the message
• Effective reach
The following outdoor are likely to be viewed by target audiences:
• Lane Transit District – bus, bus stops
• Billboards
Promotions/Guerilla Marketing: Amplify awareness of brand in Eugene/Springfield.
As a secondary medium, promotions provide:
• Element of surprise
• Cost flexibility
• Direct consumer response
The following promos are likely to be used by target audience:
• On campus coupons
• Open late night
• Game day promos
• Campus guerilla marketing
• Kids team sports deals
• High school football team promo

Digital: 78 percent of Americans are online

As a secondary medium, digital will provide:
• Flexibility
• Targeted message
• Reach
• Measurability
The following digital campaigns are likely to be used by target audience:
• Facebook ads
• Twitter

Schedule Time of Year Days of Week/Times of Day

Print September - April Sundays

Radio September - February Thursday - Sunday

Outdoor September - April Continuous

Promotional/Guerilla September - January Fridays and Saturdays

Marketing (Football Months) 3 - 7 pm

Digital Year - Round Thursday - Sunday

 DESIGN & SALES

Village Health

We are proud to announce the addition of: This is an ad that I designed during
my internship at The Register Guard.
Michelle T. Wyatt, M.D.
Village Health was the name of the
client that I was working with and
they wanted something simple, yet
cheery to announce the addition of
a new physician at their practice. It
took me a couple redesigns to give
them exactly what they were asking
for, but they were happy with the
Dr. Wyatt has been Board Certified in Internal Medicine since 1994. final product. This ad was one of the
She has an interest in the prevention and treatment of chronic disease first that I designed and it ran in The
including heart disease, diabetes, women’s health, as well as acute illness and
injuries. Her focus is on wellness and preventative medicine, including the Register Guard five times in the wake
mind/body/spirit connection. Most insurance plans accepted. of Dr. Wyatt’s addition to the team.
Please call to schedule your appointment with Dr. Wyatt soon.
Village Health Services
4682095Y12
2868 Willamette St., #100, Eugene • 541-684-3988

Jean Marie’s Fabrics Create Your Dream

This is a piece that I designed for a small fabric shop
in Springfield, Oregon during my internship. The
Wedding Dress
Special
older couple that owned the shop were using some Laces Orders
rather outdated designs for their print advertisements. Welcome

I offered to redesign their ad for wedding dress Satins

materials as it was the middle of wedding season. The Chiffons
Appliques
ad needed to portray a warm image and
Silks
communicate what materials the store had to offer Veils
for making a wedding dress. I feel I tapped into my Trims
advertising sense to create something that would
appeal to women looking to design a wedding dress. Bridal Supplies
The owners were very happy with the outcome of the
design and will be using it again for the next wedding 637 Main St. Downtown Springfield • 541-746-0433
season. Mon. - Fri. 10 - 5 p.m., Sun. 1-4 p.m.
www.jeanmariesfabrics.com
 Scandinavian Festival - Full Page Spread

This is the first full-page focus section that I did while working with The Register
Guard. The work that I put into this section included designing the layout, selling
the ad spaces, and collecting any payment from clients. As the Scandinavian festival
takes place in Junction City every year, this was a great opportunity to assist some
small business owners in gaining awareness. The section was fun to work on and I
recieved thanks from clients that were happy with the turnout. I am proud of how it
turned out because it was my first swing at selling a full-page spread and having it
produced in a major publication.

To JuncTion ciTy’s 50Th annual

Scandinavian FeStival augusT 12–15, 2010

Come join us as we celebrate our rich Fun for the !
whole family
Thursday • 8/12 saTurday • 8/14
Scandinavian heritage! Norwegian Day Danish Day
FR
Check out our Schedule of Events at: Friday • 8/13 sunday • 8/15 AdmisEsiEon
ScandinavianFestival.com Swedish Day Finnish Day !
Food • Singing • Dancing • Craft Booths • Demonstrations • Costumes
1 2
Holly St.

Front St.
Greenwood Ave.

99

W 7th Ave.
(Ivy St.)

Dave Zech, Agent

255 W. 6th Ave.
8 Junction City, OR
Scandi Fest Extended 6 10 7 3 (541) 998-8034
Hours
Sale Thurs.-Sat.
2 1
5¡
Your Good Neighbor Agent
www.davezech.com
10 - 10
$
5 off 00 W 6th Ave.
Sun. 9
B&I Hardware • Plumbing 3
10 - 6
Per Yard
Custom
99 Electric • Paint • Rental
ALL FABRICS Workroom Bring This Ad In For
$
5 off
(Ivy St.)

Available
Holly St.

Exp. Aug. 31, 2010

W 4th Ave.
Front St.

Your $25.00 Purchase

177 W. 6th Ave., 11 4 Exp. 8-31-10

Junction
¡

= Closed Street

City for Scandi Fest

541-998-6623 120 W. 6th • Junction City

www.remains-oftheday.com 541-998-2355
LocaLLy owned & operated 4 5 6
To enhance the life of
every person we serve
Full
Serv Avamere Rehabilitation of Junction City
Pharmicace
y

• Burt’s Bees • Customized Medications

530 Birch Street Come See Us At
Products • Natural Hormones
Junction City, OR 97448
Our New Location
• Herbals TEL 541-998-2395
• Derma E open late during the festival
Skin Care • Natural Products We carry simply the BEST jar candles •
www.avamere.com • Homespun Fabric • Wax Melters • Cards • Linens & More!
Cards & Gifts 541-998-5496 665 Ivy St. (Hwy 99)
541-998-1563
www.buttermilkjunction.com
Mon.-Fri. 9 a.m. - 5 p.m. • 375 Holly St. • Junction City Your Life. Our Commitment.
Live
Music Saturday Night! 8 10
9
7 Welcome
to our
QUILTS
& CRAFTS Open Community & the Swedish
late
Fabrics • Notions for the
festival!
Scandinavian Festival Meat Pies
Stitchery • Yarn Great Selection
Open 585 Greenwood St. of Beer & Wine
Junction City,
Monday -Saturday 10-5 “Home of
Coffee House For Festival Open Sunday 11-4
Oregon 97448
541.998.6154 the Famous
www.thimblesthreadsonline.com www.jch-chamber.org Reuben”
Wi-Fil W Call 541-998-3312 • 665 IVY STREET • JUNCTION CITY Lingonberry Jam,
Loca Booi-Fi Swedish Cheese,
Art
•Espresso •Soup
ks
Junction City Muffler Shop 11 Gifts & More
Enjoy our
•Salad •Pastries
•Sandwiches 541-998-3130 Pulled BBQ Pork
at our 2nd location in
•Wine •Beer • Catalytic Converters 8:00-5:00 Mon.-Fri. the Wine Terrace
• General Welding (Sat. by Appt.) (under the water tower)
Try our NEW • Hitches • Tow Bars • Tail Pipes 93510 Hwy. 99 S.
breakfast sandwich! • Motor Homes • Flowmaster Mufflers JUNCTION CITY Open ‘til 9 p.m.
• Foreign & Domestic Cars Thurs., Fri., Sat.,
Mon-Fri 7 am-3pm & Sun. 11-4
Sat 8 am-9 pm • Remco Products
170 W 6th St. 270 W. 6th • Junction City
Junction City Family Owned Since 1971 541-998-2580
4713399G11

541-998-4545 www.atastegourmet.com
 Oregon Daily Emerald
Media Sales

This particular print ad consumed more time than the average ad because of the amount
of negotiation that took place. Every decision, including size, color, and frequency, was
reached only after one or more long conversations with the client. Upon finalizing all
plans for the ad, it was placed in the spring moving guide section of the Daily Emerald.
We felt this placement would assist Mallard Properties in promoting the new property
that would be available to students the following fall. This was one of the most difficult
tests that I have faced in the way of communication, and I learned a lot throughout the
process.

Mallard Properties
541-465-3825

1848 Hilyard Street

HILYARD ABBEY

This new apartment building will be ready

for occupancy on July 15, 2010. Located close to
campus & multiple neighborhood markets makes this
a prime location for any student. Building has secured
entries with security code and secured parking
in basement under building.

4-bedroom, 2-bath, 3-story townhouse
4 parking spaces provided
(2 at alley & 2 in secure garage)
Rent is $2,560 per month.
Security deposit of $2,400.
Garbage service is included; water & elec. paid by tenant.
Only 5 units remaining:
Apartments 3, 10, 11, 15, & 18!!
Apartment Features:
• Maple cabinetry throughout apartment
• Granite kitchen counter tops
• Window coverings provided
• Storage closet under stairs
• Patio or balcony
• Bike storage in secure basement
Appliances:
Washer/Dryer, Dishwasher, Disposal,
Range, Refrigerator, and Microwave.

Visit www.mallard properties.net for applications or to view floor plans.

26740
 UO Theatre – Annelie in the Depths of the Night
Target Audience
The person we are trying to reach with this ad is a college student (18-25 years old) who reads poetry, enjoys
art, and drinks their water from a Sigg aluminum bottle. They are imaginative people that value nature.

Objective
In reading this ad we want the target audience to call or visit the website to purchase tickets to the play.
This will be supplemented by discounting the tickets for students when they buy two or more.

Proposition
This is an opportunity to witness a great piece of theatre. These are the future professionals of the theatre
industry.

Current Response
“I can’t justify spending money on a school play right now.”
Desired Response
“I can spare $3.50 for a good show; I’ll call my friend and see if he/she will come.”

While working for the Oregon Daily Emerald, the theatre department approached me to place a full-page ad
in the paper. Although it was after deadline when I recieved the request I feel we did a great job to get such a
quality piece together and placed with such short notice.
 Collin’s Cycle Shop
Target Audience
The target is a student (18-35 years old) that owns a car but lives close enough to bike to campus. This
person rides a road bike and has enough sense to buy a light for late night rides home. They also stay
very up-to-date with current events and entertainment.

Objective
In reading this ad we want the target to send a text to Collin’s hotline to set up texts for monthly
specials. This will be supplemented with mention of additional discounts for students and staff.

Proposition
Collin’s is offering exclusive discounts on bicycle gear and maintenance to students and staff.

Current Response
“I should probably have a bike light, but I should be okay without one.”
Desired Response
“I might as well go ahead and get a bike light with my discount at Collin’s.”

This is an ad that we designed to run as twice a week for Collin’s Cycle Shop. We wanted this to be
something simple that would capture the attention of readers on a page of the paper that was very
busy with designs and color. It appeared in the Oregon Daily Emerald.

We Support University
Students & Staff
Discounts available
with student and staff i.d.

5% off labor
10% off parts
Text #338 to 541.908.6171
for monthly specials 60 E. 11th | 541.342.4878
26607
 Alpha Kappa Psi - Recruitment Banner

Working with the marketing and advertising committee of Alpha

Kappa Psi we did some brand work for the group and came up with
a new recruitment campaign. Alpha Kappa Psi is a co-ed professional
fraternity and we wanted to really communicate the diverse culture
that the group represents.

The national website has this cool design that depicts men and
women dressed professionally interacting with one another. Our first
move with the recruitment campaign was to design a banner that we
could place in the business school that would be visually appealing
as students walked down the hall. This design is what we decided on
and the response that we recieved from professors, staff, and potential
members is outstanding.