UNIVERSITY OF BUSINESS TECHNOLOGY

College of Advertising
Media Planning and Buying
ACOM 302

Instructor Name:
Maram Alsehli

Student Name:
Adella Al Amoudi
Bshair Saleh
Rana Shaiban

Final Project:
Media Recommendation (SHINOLA)

Date of Project:
20/12/2015
 Shinola Background
Target Audience Profile
Parameters
Objectives
Strategy
Media Recommendation Summary
Media Strategies Per Partner
Media Flow
Budget Summary
References
 Shinola first started as a shoe polish brand (Shinola,
2013)

The all-American brand has officially started in 2013

in Detroit with an ambition to save elements of the
American industry, and to create a new American
brand.

They chose Detroit to build the factory in an old

location, for the people to be interested in their
American made watches.

Shinola is trio-brand, where it produces Shinola

watches, bicycles, and even bags. They build
products with the highest quality standards.

Their products can be found in retail stores, online,

and in the opening soon Shinola store (Adams, A.
2013)
 Demographic:

Males and Females

Age: 28 40
Single or Married
Middle and high income
Well educated - workers

Psychographic:

Mature
Fit
They care about their style.
Being big and successful is one of their dreams.
Type of adventures they like to do:
Travel, go to the beach, and riding bikes
 Purchase habits:

They like to shop in the old way.

Mostly like classic style.
They prefer to shop from Stars Avenue,
Bulevard, and Al-Khayat.
They like buying gifts.

Media habits:

Check the news online.

They have account in the known social media
platforms, Instagram, Facebook, and Twitter
and they are active on it.
Having the latest TVs.
They like watching series and programs online,
apple TV, shahid.net.

Geographic:

Jeddah - KSA
Persona Market Time Budget
(Khalid) (Jeddah/Saudi Arabia) (Eid 2016) (3.000.000)
 To build brand awareness in the Saudi
market.

To have new customers, that may leads to

loyal bonds.

To get involved with the Saudi market

community.
 By creating hash tags on social media.
#Welcome_Shinola #Finally_Shinola

By advertising on billboards (indoors,

and outdoors).

By publishing posters on magazines,

social media, and online newspaper.

By advertising on radio.

By having celebrity involvement.

 Social Media (Paid / Owned ):
Choosing the Social Media based on the media habits of our target.
( They are active on the social media and they prefer to be updated with the latest
news through it).

Placement: Instagram/ Twitter/ Facebook

Total Budget: 880,000 SR
 Instagram:
(Paid advertising)

Impressions: 3,750,000
Budget: 180,000 SR

Twitter:
(Paid advertising / 200,000 SR )
(Promoted Trends for 2 Days / 400,000 SR)

Impressions: 4,166,666
Budget: 600,000 SR

Facebook:
(Paid advertising)

Impressions: 2,083,333
Budget: 100,000 SR
 Celebrity endorsement:
Using the celebrities is the best way to reach the costumers an to get involved with
them.

Placement: (Twitter / Instagram) / (Ascia AKF& Feras Bogna)

Number of post:
( Ascia AKF: 3 posts for Twitter 7,380 SR / and 3 posts for Instaram 31,365 )
(Feras Bogna: 3 posts for Twitter 90,000 SR / and 3 posts for Instaram 90,000 SR)

Budget: 218,745 SR
 Radio:
Based on the daily routine of our target.
(They are keen to listen to the radio during their way to work).

Placement: Alf Alf FM / Mix FM

Number of Radio Bulletins:
( Alf Alf FM 300 for 15 seconds 9:00 AM-2:00 PM) /
(Mix FM 200 for 15 seconds from 8:00 PM-1:00 AM) .

Budge: 694,875 SR
 Billboard:
Based on the life style of our target.
(They spend most of their time out because they have a lot of things to do)

Placement: Outdoor / Indoor

Outdoor:
Led screen: Kings Road Tower / 800,000 SR
Mupi: Altahlya, Al malek, Al madina / 70,000 SR

Indoor:
Red Sea Mall / 135,843 SR

Budget: 1,005,843 SR
 Magazine:
Based on our target interest and habit.
(Distention Jeddah is a popular magazine that can attract our target whether if
they are males or females).

Placement: Distention Jeddah

(Back Cover / Full page AD / Double page spread)

Number of issues: 2 issues

( First issue: Back Cover 57,000 SR / Full Page AD 27,000 SR )
( Second issue: Double page spread 43,125 SR )

Budget: 127,125 SR
 Online Newspaper:
Based on the media habit of our target.
( They are too busy to buy and read Newspaper so they prefer to read it online ).

Placement: OKAZ website ( Home Page )

Number of issues: 1 issue
Budget: 37,500 SR
 Partner Total Spend
Instagram 180,000 SR
Twitter 600,000 SR
Facebook 100,000 SR
Celebrity endorsement 218,745 SR
Radio 694,875 SR
Billboard 1,005,843 SR
Magazine 127,125 SR
Online Newspaper 37,500 SR
Totals 2,964,088 SR
Adams, A. (2013). The Story Behind 'Built In Detroit' Shinola Watches. [Online]
Forbes.com. Available at: http://www.forbes.com/sites/arieladams/2013/05/16/the-
story-behind-built-in-detroit-shinola-watches/ [Accessed 10 Dec. 2015].

Shinola, (2013). Shinola Segment. [Video] Available at: https://vimeo.com/68101496

[Accessed 13 Dec. 2015].