Fiscal year media plan for HankIving.com.

1. HankIving.com
Thomas Confar

2. What Is HankIving.com?

3. Company Overview
HankIving.com is an online music instrumental store
Aspiring artists go to HankIving.com and shop for instrumentals that they would like to sing to
or rap over.
There is an MP3 player catalog that allows visitors to preview my instrumentals before buying.
The PayPal button allows for a quick and easy purchase. I guarantee 24 hour instrumental
deliver via e-mail.
All instrumental leasing and exclusive rights information can be found at HankIving.com
Website plays: 74,383
…

4. Company Overview
Established in January 2012
HankIving.com was originally
“TommyConfar.com” which was
established in 2010
Owned by Tommy Confar
“Hank Iving” is a play on the
word Thanksgiving (Drop the T, s,
& first g)
I give back some proceeds to
various music sites
Example - www.mimamusic.org/
I also give away free
instrumentals
Software & hardware used to
make the instrumentals
Native Instruments “Komplete 4”
VST plugins
Pro Tools Mini Box 2
Various Sound kits
Rolland Juno G Synthesizer
Fruity Loops Studio 10

5. Direct Competition
Soundclick producers
Vybe Beatz
Production credits: Chris Brown,
Travis Porter..
SC Plays: 179.9 Million
Superstar O
Production credits: Waka Flocka,
Tyga..
SC Plays: 56.3 Million
Johnny Juliano
Production credits: Kanye West,
Wiz Khalifa..
SC Plays: 88.9 Million
Tom Davids
Production credits: Eighty4Fly,
Twista..
SC Plays: 3.8 Million

6. Indirect Competition
Studio producers
Jim Jonsin
Production credits: Lil Wayne
Dr. Dre
Production credits: Eminem
Kane Beatz
Production credits: Lupe Fiasco
Noah “40” Shebib
Production credits: Drake
Pharrall
Production credits: Snoop Dogg
Other online MP3 player sites
Soundcloud
Reverbnation
Both of these sites are growing rapidly, but are not known for instrumental
sales. They focus more on band/artist song plays and dj remixes.

7. Target Audience Aspiring Hip Hop and R&B
artists
Men ages 14 to 32
Household Income 35K+
No children
Education: high school/some
college
Active online

8. Target Trends
Age
Aspiring artists are starting their careers at a younger age
because they no longer need a recording studio to produce
their own work. Anyone can buy a USB microphone and
Pro Tools and record in their own home, on their own
time. Recording at home saves artists significant money
and allows them greater flexibility.
Buying online instrumentals
Websites like soundclick.com make it easier for aspiring
artists to find instrumentals for their own music projects.
Online instrumentals are inexpensive and offer a wider
variety.
Follows pop icons

9. Target Hobbies/Interests
Plays sports
Connecting with
friends and
networking on
blogs & social
media sites
Twitter
Facebook
Involved with the
video game
community

10. Ways To Reach Target
Out of Home (OOH)
Public Transportation
Interactive (Online)
Social Media
Facebook
Twitter
Music Blogs
Datpiff.com
illroots.com
2dopeboyz.com
WorldStarHipHop.com
T.V.
Music
BET,MTV & VH1
Magazines
Music
Billboard
Vibe
XXl

11. Marketing Objectives
Continue to educate the public & spread awareness
about HankIving.com
Reach five million website plays in one year

12. Seasonality
Print, T.V. and OOH
June-August
Summer time = School is out = More time to focus on things
outside of education
Interactive (Online) ads will be run year-long

13. Geography
This will be a national media plan, with a focus on all major
U.S. cities.
Public transportation ads will be important in the major cities

14. Media Objectives
Reach “Aspiring Hip-Hop and R&B artists” in the major
city regions by using a specific mix of media.

15. Strategy
My media strategy targets online ads and with
a secondary focus on T.V. ads. Magazine and
Out of Home ads will be part of my strategy,
but not as important in reaching my audience
as T.V. and online ads.
My target audience gets its media online and from
T.V.

16. Media Mix
Interactive (Online): My target gets most of its media fix from
online sites. They promote what they are doing and network heavily
on Twitter & Facebook. The target is also constantly looking at up to
date blog sites to see what is current and new in the music world.
Pop icons have a big influence on my target audience.
Television: My target audience is heavily influenced by new music
trends and by pop icons. T.V. shows like BET’s 106 & Park is a great
way to reach my target audience.
OOH: Out of Home ads will play a role in my media plan because my
target is on the younger side and located in major cities. This is due
to a need for public transportation.
Print: My targeted audience reads music-focused magazines with a
focus on the Hip-Hop and R&B genres.

17. Interactive
Online Impressions
$4,399,800.00 for 439,980,000 online impressions

18. Interactive
Ad space for the following online
sites
Twitter.com
Facebook.com
Datpiff.com
2DopeBoyz.com
XXL.com
Vibe.com
Soundclick.com
Illroots.com
WorldStarHipHop.com
These sites were chosen because of
their fit with my target audience. My
target audience frequents these sites.
HankIving.com’s traffic will increase
the most from online ads. These
websites will be my front runners for
ad space.

19. Analytics
Google Analytics:
track website traffic
gather customer information
measure advertising ROI
Click and Follow Analytics
measure social media influence and reach

20. T.V.
BET (Focus)
VH1
MTV
All contain current
music & pop icons

21. T.V. Plan Total = $3,204,500.00
Daytime Points Per Week Cost Per Point Total Cost
Primetime 5 $25,300.00 $1,644,500.00
Late Fringe 6 $20,000.00 $1,560,000.00

22. Out of Home
Taxi Tops & King
Size Bus Posters
Proven effective in
highly populated
areas where public
transportation is
needed
Major U.S. cities

23. Out of Home Plan Total OOH = $1,500,353.40
Type Duration Cost/Month Total Cost (With
added % 30
inflation)
King Size Bus 3 Months $264,706.00 $1,032,353.40
Posters
Taxi Tops 3 Months $120,000.00 $468,000.00

24. Print
Billboard
Issued: Weekly
Circulation: 1,801,000
Audience:
71% of respondents have
taken one or more actions
in response to an ad in
Billboard magazine
71% are between the ages
of 25-54

25. Print
Vibe
Issued: Monthly
Circulation: 817,825
Audience:
More than half are men
Focuses on 18-24 with a
median age of 28
71% are African American
50.7% are in some college

26. Print
XXL Magazine
Issued: Monthly
Circulation: 1,100,000
Audience:
78% African American
HHI 35-45k
Median age of 29
Majority are still in
some college

27. Print Plan Total Print = $895,340.00
Magazine Size When Cost/Page Total Cost for 3
months
Billboard Full Page, 4 Weekly, Q2+3 $11,590.00 $301,340.00
Color, 2ti
Vibe Full Page, 4 Monthly, Q2+3
Color, 3ti
$30,000.00 $270,000.00
XXL Full Page, 4 Monthly, Q2+3 $36,000.00 $324,000.00
Color, 3ti

28. Budget: Spent:
$10,000,000 $9,999,993.40
Media Mix
Print
8%
Online
45% T.V.
32%
OOH
15%

29. Flow Chart
Media Plan
January February March April May June July August September October November December Total Net
Media Target 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 TRPs Ins. Cost
NATIO
NAL
Magazines
$895,340
OOH
$1,500,353
T.V.
$3,204,500
Interactive (Online)
$4,399,800
Radio
$0
National $9,999,993

30. Sources
MRI+
SRDS
EpscoHost
Vibe.com
XXL.com