This campaign pitch was for a hypothetical Urban Roots location in Atlanta, Georgia. This is part 1 of the project which goes into more detail about the history of the company and the targeted consumers. This project was for my advertising and media planning class.

2. Table Of Contents
Agency Credentials ◦ 01
Executive Summary ◦ 02
Campaign Scope ◦ 03
Brand Profile ◦ 04
Geographic Profile ◦ 05
Competitive Profile ◦ 06
Target Market ◦ 07
SWOT Analysis ◦ 08
Media Menu ◦ 09

3. Agency Credentials
Blooming ideas from faye /fey/ (n.): confidence, trust & belief.
The heart of our agency is to provide meaningful content to the people who need it most, no matter the benefits we receive.
Giving without strings attached is a part of who we are as an agency and our ideal client would reflect that.We care most
about your company values and your commitment to the community.
Caroline Pino
Project Manager
Tristin Sapp
Research Analyst
Samantha Nguyen
Account Planner
Olivia Gassett
Copywriter
Faye Media is a leading full-service agency located in Austin,Texas. Here at Faye, we promote diversity and inclusion in everything
we do, and it doesn’t stop at our hardworking, charismatic team.We believe in building the foundations required to create
something truly special. Our mission here at Faye is to provide the client with the most well thought out and diverse media plan.
We are here to make your ideas bloom.We are here for you.
01
Gabriella Bastek
Art Director

4. 02
At Faye Media, we know that mirroring the pivotal success of Urban Roots in their original Austin local will be a challenge, but we have
stepped up to the plate. Located East of Downtown Atlanta, Urban Roots' new headquarters is the ideal location to establish ties within
the existing community while breaking into untouched portions of Atlanta. Because the office's location is in a more affluent
neighborhood, Urban Roots has an opportunity to gain more resources for their mission while also inspiring others to volunteer and
apply as interns. In educating these communities on Urban Roots' mission, we will increase the neighborhoods' access to healthy,
affordable food while also providing paid internships and volunteer opportunities.
A New Opportunity.
Harvest & Nurture.
The Roots.
Potential Challenges.
Here at Faye, we see a unique opportunity, within the existing market, for Urban Roots to make a big impact in the city of Atlanta and
develop a dedicated community of volunteers, interns, and donors. While keeping an eye on local businesses such as Georgia Organics,
Truly Living Well Center for Natural Urban Agriculture, and Metro Atlanta Urban Farm, we are aware of a clear opening as a unique
non-profit organization to prioritize the synergy of our community. In watching the mistakes and successes achieved by these established
Atlanta competitors, we will be primed to accomplish our goals for the coming year with both effective and efficient outcomes.
At Faye Media, we know our client’s mission is
imperative to preserve in any media plan. We
have based our extensive research on Urban
Roots’ goals and commitments. Therefore, all
considerations have been specifically chosen for
the best possible outcomes that are as specific
and unique as Urban Roots. By combining Urban
Roots’ dedication to making a difference in their
community and Faye Media’s outstanding
strategies, transitioning into the Atlanta market
will bring on a new chapter of success for this
rapidly expanding, life-changing organization.
Executive Summary
Since 2008, Urban Roots, a non-profit organization, has been empowering Austin’s local youth and surrounding community through
education, healthy food, and farming. Their commitment to the city shines through as they provide young people with paid
opportunities, helping them grow into great leaders and citizens. Urban Roots is dedicated to working with lower socioeconomic
schools and households to build a strong community and provide food security for those in need. Although Urban Roots is expanding
to a different location, its mission and strong values will remain the same while being enhanced by Faye Media’s strategy.
Urban Roots is so much more than a hunger relief non-profit. Urban Roots is a crop raising agricultural education program and a
leader raising internship program. The target audience in Atlanta spans from those who might contribute to the cause monetarily
or deliberately, to the youth that will be empowered and employed by Urban Roots. Faye Media will uphold a cohesive strategy
that allows our ideal consumer to interact directly with the organization in multiple facets. As Urban Roots develops a deep
relationship with its audience, we will be able to empathize with the needs and expectations of this community.

5. Long-term GoalsCommunity Goals
Campaign Scope
03
This upcoming year, 2021, the inspiring Austin non-profit, Urban Roots, is expanding its mission of youth empowerment and leadership to the urban city of Atlanta,
Georgia. Before we can plant the new headquarters in the Historic Fourth Ward, Urban Roots must begin to "inspire, engage and nourish" the residents of Atlanta
through seamless engagement strategies that mirror current local successes in Austin. Backed by excellent research, Faye Media will work both efficiently and effectively
to create awareness of Urban Roots to Atlanta's underserved neighborhoods. Faye Media will integrate all paid, earned, and owned media activities to sustain the new
location and to drive high engagement within the local community.With the rising number of supporters and Faye's determination and dedication to the Urban Roots
mission, we believe this new location in Atlanta will flourish and create tremendous opportunities for the Atlanta locals as well for Urban Roots. From January to
December of 2021, we will use a budget of $25,000 to achieve the following:
Media Goals
o 50% of target aware of the Urban Roots name and new location when
prompted via aided recall-Inspire a minimum of 800 one time+ donors from
Atlanta
o Ignite 50 new Atlanta Rain Makers to join
o Host two local experiential events at the new Atlanta location:
• Generate significant earned media
• Drive a minimum attendance of 500/each of the two events
• Boost engagement +10% in 14-day window immediately following
• provide recognition for official Urban Roots supporting partners
o Meet engagement goals for community programming:
• Farm Internship Program: Generate 300 qualified applications for
Summer 2021
• Food & Leadership Fellowship: Generate 250 qualified applications
for Summer 2021
• Advanced Leadership Internship: Generate 100 qualified applications
for Summer 2021
• Grade School Tours: Generate 20 qualified group inquiries during
the campaign year
• Adult Tours: Generate 35 qualified group inquiries during the
campaign year
o Increase local press coverage in Atlanta
and Georgia
• TV and radio slots
• Local blogs/shared media
o Increase 45% in web site visits, with 50% of
this growth coming from the local Atlanta
DMA
o Urban Roots Blog – Achieve an average of
350 distinct post readers by year’s end
o community to like, share, and positively
review them across various media
platforms (Facebook, Instagram, Twitter)
o Grow engagement through Google
advertisements.
o Identify and support a single weekly market
where UR youth set up regular shop and learn
from (April-July)
o Secure $1,000+ official partnerships for 2021
with at least 45 businesses in Atlanta
o Grow and donate a minimum of 10,000
pounds of produce in year-one to three
Hunger Relief partners as identified in
Atlanta.

6. The Start
Brand Profile
04
inspire.
empower.
engage.
nourish.
Impact reports showed that Urban Roots reached over 100
youth members, ranging from 22 different schools.7
They
grew almost 29,000 pounds of food, of which over 12,000
pounds was donated to 9 hunger relief partners and paid
over $85,000 in stipends to their youth interns.8
The Promise
The Impact
The New Addition
Founded in 2008, Urban Roots began its initiative alongside a youth development program located in East Austin.1 In
2011, Urban Roots became an independent nonprofit organization to educate young people of the responsibilities that
come from agricultural farming and to equip young interns, from the local community, with tactical leadership skills.2
Located on 3.5 acres of farmland, Urban Roots' purpose is to inspire, empower, engage, and nourish the community
through hard work and rigor.3 They strive to connect with young adults who desire to build a community, lead a healthy
lifestyle, grow as leaders, and celebrate hard work and connectivity.
Urban Roots is dedicated to working with lower socioeconomic schools and households. Their organization provides
internships and fellowships to 75 young adults each year.4 Their determination to provide food security to their
surrounding community is shown in their generous donations to food banks, soup kitchens, and surrounding organizations
that promote food justice in Austin.
In addition to their time on the farm, Urban Roots youth do hands-on service with our Hunger Relief Partners to plan and
implement capacity projects with local groups, schools, and nonprofits.5 From constructing a community garden outside of
an apartment complex to delivering fresh groceries door to door with Meals on Wheels, Urban Roots youth gain a direct
understanding of the extent of hunger in this community and take determined steps to help nourish others.6
With momentum from their success in the last year, Urban Roots will not only grow sustenance for their new Atlanta
community but develop leaders, placing them in a unique position to impact this city in significant ways. With their roots
outstretched, Urban Roots will make huge waves within Atlanta's community mindset and activation.
1 Urban Roots website: About Us. https://urbanrootsatx.org/about-2/
2
Urban Roots website: Youth Farm Programs. https://urbanrootsatx.org/youth-farm-programs/
3
Urban Roots website: https://urbanrootsatx.org/
4Urban Roots website: Youth Farm Programs. https://urbanrootsatx.org/youth-farm-programs/
5
Urban Roots website: Hunger Relief Partners. https://urbanrootsatx.org/hunger-relief-partners/
6 Urban Roots website: Hunger Relief Partners. https://urbanrootsatx.org/hunger-relief-partners/
7 Urban Roots website: 2018-2019 Impact Report. https://urbanrootsatx.org/wp-content/uploads/2019/11/Impact-Report-2018-2019.pdf
8 Urban Roots website:2018-2019 Impact Report. https://urbanrootsatx.org/wp-content/uploads/2019/11/Impact-Report-2018-2019.pdf

7. Geographic Profile
05
Beyond the Crops
Positioned in the near east of Downtown Atlanta, the Old
Fourth Ward has become an attractive residential
neighborhood. With urban vibes, high walkability, and lots
of cultural offerings, the Old Fourth Ward has been
associated with high levels of gentrification.2 Urban Roots
offers the nutrients needed to help communities by
providing an opportunities to generate income to these
household while giving back to your family and friends.
The area, zip code 30306, where Urban Roots
headquarters will be located, obtains a median income of
$104,934.3 Due to the urbanization of the neighborhood,
this specific area has a much higher median income than
the overall average of $55,279 for Atlanta.4 This is an
excellent opportunity for Urban Roots because not only
will the company be located amid a growing neighborhood
to attract investors; Urban Roots will be able to help those
who are impacted by rapid gentrification.
Around the location of Urban Roots’ headquarters, there are surrounding
neighborhoods of lower socioeconomic statuses, with the ten "worst" areas in
Atlanta all residing within an eight-mile radius.9 The median income drastically
differs as the average for these neighborhoods combined is $28,357.10 This
becomes important as the federal threshold for free meals for students
enrolled in public schools that come from a family of four is $30,060, and the
poverty level is at $26,200.11 Urban Roots provides job, service, and leadership
opportunities for all youth - but primarily focusing on these “low opportunity”
areas.12 Additionally, these neighborhoods will have more access to healthy,
affordable food as Urban Roots step foot into Atlanta.
In the Roots
Where the Seeds are Sown
Common Ground is a facility that is connected to many important
retails markets like Whole Foods5, who is already partnered with
Urban Roots Austin6; Krog City Market was deemed one of "The
World’s Best Food Halls”7; and Ponce City Market; who “is
focused on building community connections”8. Urban Roots will
be located near many opportunities to grow not only their business
but also their community outreach, which has long been a crucial
part of its mission.
Minutes to home…The unemployment rate of Atlanta is 0.13%
higher than the national average. The average
household income of Atlanta is $6,960 lower
than the national average. 24.41% of Atlanta
population lives in poverty. This is a reality
Urban Roots can change for the better.1
4 Income by Zip Code. https://www.incomebyzipcode.com/georgia/30306
5
Common Ground website. http://commongroundatl.com/
6 “Urban Roots Veggie Side Kits expansion: 'Home cooking shouldn't require a subscription,'" 25 Sept 2018.
https://www.foodnavigator-usa.com/Article/2018/09/25/Urban-Roots-Veggie-Side-Kits-expansion-Home-cooking-shouldn-t- require-a-subscription
7
Krog Street Market website. https://krogstreetmarket.com/history/
8 Ponce City Market website. https://poncecitymarket.com/our-story/
9
“THE 10 WORST Neighborhoods In Atlanta For 2020”, 12 Jan 2020. https://www.roadsnacks.net/worst-atlanta-neighborhoods/
10
“THE 10 WORST Neighborhoods In Atlanta For 2020”, 12 Jan 2020. https://www.roadsnacks.net/worst-atlanta-neighborhoods/
11 United States Department of Agriculture REEIS. https://reeis.usda.gov/web/crisprojectpages/0219714-urban-roots.html
12
Federal Register, 20 Mar 2020. https://www.govinfo.gov/content/pkg/FR-2020-03-20/pdf/2020-05982.pdf
1
% Unemployment 2019; Median Household Income. https://app-simplyanalytics-com.ezproxy.lib.utexas.edu/index.html
2 Old Fourth Ward Business Association. https://o4wba.com/history/
3 Income by Zip Code. https://www.incomebyzipcode.com/georgia/30306

8. Competitive Profile
06
Originating in the 1970s, Georgia Organics is the
oldest non-profit organization within the state.1
They provide support to organic farmers while
also expanding the engagement of children with
local, healthy food.
• Georgia Organics is partnered with nationally-
recognized organizations such as the Farm to
School Network, and the Georgia Food Oasis
- address the local community’s scarcity of
healthy foods by making it accessible to all.
• They coordinate campaigns such as “Oh My
Squash,” a campaign, along with others, that
draws a massive amount of attention to their
social media sites through the use of
hashtags.2
Truly Living Well for Natural Urban
Agriculture has a similar mission to UR in that
they strive to provide community, job
opportunities, and a consistent source of fresh
produce to surrounding areas. However, their
target market is not focused on one specific
group, instead they encourage those from
“every walk of life and every age range” to
participate in their programs.3 This organization
is for-profit - an individual must pay to
participate in all of their programs. 4
They have been in Atlanta since 2006, allowing
them to grow and expand into local farmers’
markets with the help of thousands of
volunteers a year.5
Because of the proximity to the Urban
Roots headquarters, and their integration in
surrounding school districts, UR must boldly
differentiate their target audience. Partnering
with similar organizations within the
community that provide food relief is also
essential.
Georgia Organics
Now what?
Truly Living Well Center for
Natural Urban Agriculture
Urban Roots should promote the
benefits of working for and
volunteering for nonprofits rather
than for-profit organizations. This
will give them a strong competitive
advantage compared to their
counterparts.
Now what?
Georgia 4-H
Georgia 4-H focuses on educating children
ages 8-18 on the basics of agriculture, STEM,
civic engagement, and healthy living.6 The
organization glorifies their title of being one of
the Nation's largest providers of environmental
education which in the Southeast, is operated
by the University of Georgia.
• Georgia 4-H provides in-school/ after-
school care, community clubs, and their
nationally known 4-H camps.7
• This organization offers a multitude of
volunteer and employment opportunities
within the organization.
• While they provide opportunities for
Georgia youth, they only operate
September through May each year.8
Urban Roots must enter the
competitive space in full throttle
to increase brand recognition so
that they can compete with this
nationally recognized and
reputable organization.
Metro Atlanta
Urban Farm
Metro Atlanta Urban Farm provides training,
education, and support services for youth,
adults, and seniors interested in transforming
their lives and communities through
agriculture.9
• They are a community-driven organization
that depends on the support of volunteers,
together their goal is to eradicate the food
deserts and increase food security through
their urban farm.10
• They are involved in competitive
programs/associations like Dreams in a
Field of Greens (a youth agriculture project
that sees 500 students & 50 schools in 5
months), community festivals, Metro
Atlanta Urban Farm Leadership
Association, farmers markets, food delivery,
and the Community Advisory Committee
(CAC).11
Urban Roots sets themselves apart in
the way they cultivate leadership skills
in their growing young leaders while
also providing a paid stipend. It is
more than just volunteer work.
Now what?
Now what?
1 Georgia Organics website. https://www.georgiaorganics.org
2 Georgia Organics website: October Farm to School Month. https://farmtoschool.georgiaorganics.org/october-f2s-month
3
Truly Living Well website: Agritourism. https://www.trulylivingwell.com/agritourism
4 Truly Living Well website: Urban Grower Bootcamps. https://www.trulylivingwell.com/bootcamps
5 Truly Living Well website: Agritourism. https://www.trulylivingwell.com/agritourism
6
Georgia 4-H website: Join 4-H. https://georgia4h.org/get-involved/join-4-h/
7 Georgia 4-H website: Get Involved. https://georgia4h.org/get-involved/
8
Georgia 4-H website: Environmental Education. https://georgia4h.org/environmental-education/
9
Metro Atlanta Urban Farm website. http://themetroatlantaurbanfarm.com
10 Metro Atlanta Urban Farm website: The Farm. http://themetroatlantaurbanfarm.com/the-farm/
11
Metro Atlanta Urban Farm website: Programs. http://themetroatlantaurbanfarm.com/farm-projects/

9. Target Market
07
Urban Roots provides programs for young
people, 14-23-years old1, who are driven, hard-
working, and looking for a way to give back to
their community while nourishing their futures.
We are here to find those perfect seedlings that
just need a little boost in order to bloom into
givers, doers and the best version of themselves.
The students involved in the Urban Roots
internship programs exhibit strong teamwork
skills and a heart for helping:2 not only caring
for others but their community and the
environment. The fear of getting your hands
dirty in rain or shine is down the drain for
Urban Roots employees.3 A smile, a drive and
a love for community are the exact type of
people Urban Roots is looking for.4 There is no
where better for a determined seedling to
blossom than at Urban Roots.
A love for the environment and sustainability is the
Urban Roots way. This is also rooted in ¾ of US
consumers who desire a lifestyle that benefits their own
health and the next generations. The purchasing of
Urban Roots produce is a desire in our nation today.5
Urban Roots does not only help those who take a bite
of their produce but also the 1 in 5 children who might
not know where their next meal comes from. Much
like the internship programs, those who hose who
volunteer and contribute to Urban Roots become
family while helping their community and the
environment at large.
The Determined Seedling
Our New Friends:
Customers and Volunteers
1 Urban Roots website. https://urbanrootsatx.org/youth-farm-programs/
2 Urban Roots Internship Application. https://docs.google.com/forms/
3
Urban Roots website. https://urbanrootsatx.org/get-involved
4
Previous Urban Roots Employee Interview. https://www.glassdoor.com
5
Mintel; Attitude Towards Brand Ethics, 2020 https://academic.mintel.com/display/889661/
6 US Census Atlanta City Georgia https://www.census.gov/quickfacts/atlantacitygeorgia
We are aware the majority of people in Atlanta
identify as African American6 however this is not
our sole target audience. Urban Roots values all
races and identities. We are open to all those
willing to work, to achieve their goals and support
the community. Regardless of the way you look,
Urban Roots wants to support your growth to a
better tomorrow.

10. 08
STRENGTHS
•The Urban Roots website is easy to use and visually appealing, allowing the most
inexperienced internet consumers easy navigation. 1
•Urban Roots was established in 2008, making the non-profit an acclaimed
organization in the Austin area, which will provide Atlanta with greater success. 2
•Pervious Urban Roots Interns scored more than 50 percentage points higher on
the post-test of farming knowledge as compared to the pre-tests. 3
•Urban Roots provides transportation from select pickup sites for those who don’t
have accessibility to a vehicle. 4
WEAKNESSESd
•The working conditions on the Urban Roots farms are not suitable for everyone, and
Urban Roots does not currently have a community center or a similar facility that will
allow for those ill-equipped to participate in the outdoor community. 5
•Urban Roots has a limited amount of paid internships every year - 75 paid
internships are available per year. 6
•Urban Roots social media channels are not well known and don’t have a very high
following. 7
•Urban Roots only offers their internship and fellowship programs to young adults
ages 14-23. 8
OPPORTUNITIESd
•Atlanta, Georgia, has a higher poverty rate at 24.41% than the national average at
15.36%, giving Urban Roots a broader target market - giving to the underserved
neighborhoods at the core of their mission. 9
•57% of consumers say they try to support local companies when possible. 10
•Three-quarters of US consumers say they try to act in a way that is not harmful to
the environment. 11
•One in eight Georgia residents are struggling with food scarcity - 1,318,500 people
are struggling with hunger, and of them, 405,380 are children. 12
•Half of all consumers aged 18-43 agree that smaller companies are more ethical
than more prominent companies. 13
THREATSd
•Truly Living Well Center for Natural Urban Agriculture has a broader target market
compared to Urban Roots, which could attract higher volumes of people. 14
•Most of Urban Roots lead competitors in Atlanta already have partnerships with
organizations within Georgia.
•There are already established agriculture and leadership non-profit programs
available in Atlanta. 15
•Georgia farmland is amongst the most threatened in the Nation. 16
1 Urban Roots website. https://urbanrootsatx.org/
2
Urban Roots website: About Us. https://urbanrootsatx.org/about-2/
3
United States Department of Agriculture REEIS. https://reeis.usda.gov/web/
4 Urban Roots website: Youth Farm Programs. https://urbanrootsatx.org/youth-farm-programs/
5
Urban Roots website: Volunteer Opportunities. https://urbanrootsatx.org/volunteer/
6 Urban Roots website: About Us. https://urbanrootsatx.org/about-2/
7 Urban Roots Instagram. https://www.instagram.com/urbanrootsatx
8
Urban Roots website: Youth Farm Programs. https://urbanrootsatx.org/youth-farm-programs/
9 SimplyAnalytics. https://app-simplyanalytics-com
10 Mintel. http://academic.mintel.com
11
Mintel http://academic.mintel.com
12
Feeding America: Hunger in Georgia. https://www.feedingamerica.org/
13 Mintel. http://academic.mintel.com
14
Truly Living Well website: Volunteer. https://www.trulylivingwell.com/volunteer
15 Georgia Organics website. https://www.georgiaorganics.org/
16 “Georgia farmland among most threatened in the nation says a new report," 20 May 2020..
https://www.ajc.com/atlanta-news
SWOT Analysis

11. Media Menu
09
Name Frequency Circulation Paid/Non-paid Full Page 1/2 Page 1/4 Page
The Atlanta Voice Weekly 17,700 Paid* $5,760.00 $2,880.00 $1,440.00
The Atlanta Inquirer Weekly 40,000 Paid $4,161.44 $2,032.33 $1,016.17
Creative Loafing - Atlanta Weekly 52,377 Non-paid $3,615.00 $1,880.00 $871.00
Forsyth Herald Weekly 16,975 Non-paid $1,261.00 $802.00 $387.00
Atlanta INtown Newspaper Monthly 30,000 Non-paid $2,140.00 $1,250.00 $800.00
Name Frequency Circulation Paid/Non-paid Full Page 1/2 Page 1/4 Page
Atlanta Tribune: The Magazine 10/year 35,000 Paid $5,000.00 $3,000.00
The Atlantan 10/year 50,000 Non-paid $8,135.00 $4,885.00 $2,850.00
Uptown Bi-monthly
94,442 Non-paid
$2,310.00 $1,103.00 $840.00
10,292 Paid
Min CPM for Image Ads
Name Unique Visitors Ages 18-24 Income Under $25K Desktop Mobile/Tablet
Atlanta INtown 13,423.00 11% 0%*
The Atlanta Voice 22,731.00 10% 7%*
Univision 34 Atlanta Television 623,000.00 8% 10% $2.25 $1.25
11 Alive Atlanta 807,000.00 4% 4% $4.50 $3.60
Thrillist Atlanta 2,157,000.00 16% 5% $1.85
Daypart 1Q20 4Q19 3Q19 2Q19
AM (6-10AM) $562 $509 $434 $442
Day (10AM-3PM) $381 $406 $360 $392
PM (3-7PM) $476 $442 $416 $442
Evening (7pm-12 Midnight) $258 $263 $231 $247
Daypart 1Q20 4Q19 3Q19 2Q19
Prime Access (7-8pm) $458 $526 $528 $451
Prime (8-11pm) $1216 $1296 $1313 $1189
Late News (11-11:30pm) $506 $599 $585 $559
Late Fringe (11:30pm-1am) $296 $362 $342 $295
*Income Under $30KIn cost per point
In cost per point
Using 4-color, 1 ti rates
1
Kantar SRDS: Newspaper Inventory – Atlanta.
https://next-srds-com.ezproxy.lib.utexas.edu/osearch/494427
2 SQAD Cost per point levels - TV Households.
http://www.srds.com.ezproxy.lib.utexas.edu/common/tcas/profile/dma/1630009.pdf
3
Kantar SRDS: Magazine Inventory – Atlanta.
https://next-srds-com.ezproxy.lib.utexas.edu/osearch/494418
4
SQAD Cost per point levels - Radio.
http://www.srds.com.ezproxy.lib.utexas.edu/sqad/1700047.pdf
5 Kantar SRDS: Website & Programmatic Inventory - Atlanta.
https://next-srds-com.ezproxy.lib.utexas.edu/osearch/494428
Newspaper1 Radio4
Television2
Digital Display5
Magazine3

12. Name Monthly Ad Spend CPM
Facebook $200-1,500 $7.19
Instagram $200-1,500 $7.91
YouTube $200-1,500 $9.68
LinkedIn $200-1,500 $6.59
Twitter $200-1,500 $6.46
Media Menu
Keywords Daily Clicks Daily Impressions Cost CTR Average CPC
Ad Group - General
agriculture, community, community
building, farming, healthy life, healthy
lifestyle, healthy living, non profit, non
profit organization, urban agriculture,
urban farmer, urban roots 4,376.17 139,461.05 $6,427.27 3.10% $1.47
Ad Group - Internship/Leadership
collaborative leadership, effective
leadership, effective leadership skills, high
school internships, internship, internship
opportunities, internship program,
internships for high school students,
leadership, leadership activities, leadership
and management, leadership development,
leadership development program,
leadership management, leadership
program, leadership skills, leadership
training, organizational leadership, paid
internships, summer internship 4,767.39 155,134.73 $7,649.15 3.10% $1.60
Ad Group - Volunteer/Youth Programs
community, learning farm, service,
summer youth, volunteer, volunteer
opportunities, volunteer opportunities for
kids, volunteer opportunities for teens,
volunteer organizations. volunteer
programs, volunteer work, youth
development, youth empowerment, youth
programs 16,153.15 421,111.66 $27,437.10 3.80% $1.70
10
Name Type Price CPM
Can't Miss Us Digital Truck $699/week $120.00
Clear Channel Outdoors
Digital Bulletin $86,974/month* $2.63
Bulletin $119,698/month* $3.98
Premiere Poster $105,900/month* $3.26
Poster $65,776/month* $2.03
*Averages
All estimates
1
"Social media advertising costs in 2020".
https://www.webfx.com/how-much-does-social-media-advertising-cost.html
2
Kantar SRDS: Out-of-Home Inventory – Atlanta.
https://next-srds-com.ezproxy.lib.utexas.edu/datacard/show/481707
3 Clear Channel Outdoors: National Advertising Rates
https://clearchanneloutdoor.com/how-to-buy/rates/
4 Google Ads keyword planner.
https://ads.google.com/home/tools/keyword-planner/
Social Media1
Out-of-Home2,3
Search Engine Marketing4