Executive Summary
Securitas Company has developed a diverse and complex media plan to assist the security company to extend its market. This plan is anticipated to reach out to the Twin cities; St. Paul`s and Minneapolis with consumer targets including corporate risk management plans and scheme`s for businesses, remote guarding, and mobile security services. The main competition for Securitas include; Allied Security holdings LLC, American Security programs, and G4S security services.
Creative
The potential groups targeted for this media plan are those that are used to traditional media. The portion in this plan to be creative is to cater for the traditional thinking of the popular market. It will bring the Security service of the company to superior levels.
Promotion
In order to successfully reach out to the target market, the company`s main focus for promotion will be during events around the cities of Minneapolis and St. Paul.
Company History
The Securitas Company entered the U.S.A market in 1999 after extending its dominance across Europe. The company has up to 650 branches and over 90,000 security officers. In a bid to extend its dominance across the U.S it acquired company`s such as Pinkerton and Burns International. This provided an opportunity to serve more customers across the states.
Media Objectives
- Maintain users and increase the market share which stands currently at 70% and popularity at 80%
- Target businesses and homes with annual incomes enough to spur growth will be targeted during holidays and seasons.
- The type of media use is to communicate effectively the joy of being provided the service of Securitas.
- Attain 85% of the target market by security services provision.
Media Strategy
- The focus is on inner state radio and city magazines to create awareness for the target market.
- Use of state`s events to maintain and increase the reputation of the company.
- Ti incorporate OOH to remind the consumers of the brand
- Use internet marketing and mobile marketing to involve them with the company`s brand.
- Incorporation of increased campaigns in the regions with minimal or few individuals and businesses security services offered.
Competitive Analysis
This analysis is important for Securitas as it provides an overview of their competitor`s usage of media in marketing campaigns. The media planner hence is equipped with resource and knowledge to plan and write an effective strategy to edge out competition. G4S accounts for 20% of media market share, Allied Security Holdings 10%, and American Security Programs 15% while other security services companies account for 55%.
Media Selection
Television
The television is a great way to introduce a product or re-introducing the company`s products and services. The television provides coverage to business, households and the ads could raise awareness for the products and services offered. Since high annual income earners spend limited time watching the television, this particular media hence is not totally effective. Our choice has been the cable networks and specific television day parts to reach our intended consumer population. This will be in preparations for the launch of new products and services into the market.
Radio
The home radio broadcasting has changed formats to become a reliable source of information and an avenue for advertising. It is a convenient way of reaching consumers during their daily commute as they tend to listen to the radio. To reach out to our ambitious high risk businesses, and individuals who form our target market, we decided to put radio ads on several stations with higher listener rates during “drive time”, sports time, and after particular news bulletins.
Magazines
The selected magazines for the promotion of Securitas products will be one that is of high index within the twin cities, but with high indexes in the secondary and tertiary markets in neighboring cities as well. This will be done by placing ads in multiple magazines with minimal emphasis on frequency so as to adequately prepare the consumer market for the improved services to be offered.
It will be important to make use of specialized magazines that focus on security services. The ads to be run are to assist the company garner more support and embrace among consumers needing security services. To appeal to the highly sophisticated target market, the magazines should contain; high quality production, contain features that are exclusive to Minneapolis and St. Paul cities, and magazines.
Promotional
Partnerships with emergency services company and other security service companies will spur the company`s growth ambitions and spread its popularity across the two cities. This will enable the company showcase every product they offer to their consumers and respond to questions and queries Securitas company consumers have.
Seasonality
Other products offered by Securitas are more prominent or needed during seasons such as Christmas, Easter, and Thanksgiving holidays. The company focuses on aggressive campaign through out of home advertisements such as; billboards, event banners, and steamers. This is solely because of the increase in number of festivities and events during celebration days. Throughout the year, other advertising and media campaigns are combined for effective spread of information.
Financial Considerations
- Allocate $200,000 to local television such that spots during primetime broadcasts are 30.
- The budget allocates the amounts to be spent for promotional activities on walls capes, bulletins, and event posters amounts to $80,000.
- Radio advertising project will be allocated $100,000 for the duration of advertising.
- $50,000 of the budget is allocated to print magazines such as Mpls St Paul magazine, consumers` Checkbook, and Minnesota magazine.
- The remaining portion of the budget is $50,000 and this portion is allocated for e-mail, social media, and mobile marketing.
- Other miscellaneous expenditures in marketing will amount to $20,000.
Conclusion
Marketing is essentially for any business that has an ambitious growth and expansive plans for their future. In St Paul and Minneapolis cities, high profile business and individuals exist who require security services for the purposes of safeguarding their property and assets.
The use of media in spreading the awareness and increasing customer base provides a competitive edge for Securitas security Services Company to be ahead of its rivals; G4S, American Security Programs, and Allied Security Holdings who have a wide customer base and adequate resources. The media mix used will boost the company and provide a platform for the introduction of new and suitable products for customers and this will help increase the dominance of Securitas Co.
References
Sissors, J. Z., & Baron, R. B. (2010). Advertising media planning. New York: McGraw-Hill.
Turk, P. B., Jugenheimer, D. W., & Barban, A. M. (1997). Advertising media sourcebook. Lincolnwood, Ill: NTC Business Books.
Richard K. Miller & Associates. (2006). The entertainment, media & advertising market research handbook. Loganville, GA: Richard K. Miller & Assoc.
