IMC Media Plan

Proposed by

Lexy Correa & Jaymie Oakes

For

Mary Deacon
Professor, School of Business

Hudson’s Bay Company

Table of Contents
Market Profile
Executive Summary ...............................................................................................3
Competitive Analysis .............................................................................................3
Primary
Secondary

Objectives
Marketing Objectives .............................................................................................4
Media Objectives ...................................................................................................4
Target Market Analysis
Persona Profile .......................................................................................................6
Market Priorities .....................................................................................................7
Ontario
Quebec

Implementation Details
Print Advertising .....................................................................................................8
Broadcast Advertising (Chorus Entertainment Rates—Kingston) .........................9
Direct Mail ............................................................................................................11
Digital Ads ...........................................................................................................12
Out of Home .........................................................................................................12

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Hudson’s Bay Company

Market Profile
Executive Summary
Hudson’s Bay Company was founded in 1670 and is North America’s longest operated
company. Hudson’s Bay is Canada’s largest department store with over 90 locations across the
country as well as their online store thebay.com, where they offer eCommerce options. The Bay
has a focus on providing stylish, quality merchandise at great value, with a dedicated focus on
service excellence. Sales are impacted by seasonal consumer purchase behaviours such as the
change of seasons when people want a fresh new look, or special events such as Christmas,
Valentine's Day, weddings, or birthdays. In 2013, eCommerce sales grew to 31.1 million which
was a 32.8% increase compared to the first quarter of Fiscal 2012. Some brands they carry
include Calvin Klein, Fairmont, Aldo, Gucci, Guess, and Ralph Lauren.

In the past, The Bay has focused on advertising campaigns through TV, radio, print, out-of-
home, online, direct mail, email and social media. As they advertise through a variety of
mediums, The Bay estimated their annual advertising costs to be $15 million through national,
regional and local campaigns.

Competitive Analysis
Primary
Nordstrom is a leading fashion retailer specializing in styles for men and women throughout
Canada and the U.S. With a focus of helping customers build style, Nordstrom has strived to
deliver the best shopping experience to customers for over 100 years. Beginning as a small
shoe store in Seattle Washington, Nordstrom now holds 123 full-line department stores, 215
Nordstrom racks, 5 trunk club houses of personal styling and is available online in 96 countries.
However, Nordstrom has more to offer in stores other than high-end desired brands. They also
offer in-store spa service and restaurants that are fully available to Nordstrom customers.
Nordstrom featured brands include: Fendi, Givenchy, CHANEL, Nike and Topshop.

Holt Renfrew is branded as Canada's leading luxury retailer, selling popular fashion brands and
unique designer product targeted to both men and women. Holt Renfrew provides a number of
in store services such as personal shopping, beauty lab, nail bar and cafe. Starting as a
prestigious hat shop in 1817, Holt’s has grown over 177 years with now, 6 large department
stores in Canada and approximately 11 different locations. Featured Brands include: Alexander
Wang, Balenciaga and Stuart Weitzman.

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Hudson’s Bay Company

Secondary
Walmart is an American multinational retail corporation that operates a chain of supermarkets,
discount department stores and grocery stores. It was established in 1994 and has more than
400 stores nationwide serving more than 1.2 million customers every day. They have a
commitment to have quality goods at discounted prices. Walmart offers eCommerce options in
addition to their retail storefront. Some brands they carry include George, Great Value, Equate,
Mainstays, and Price First. For promotions, Walmart partakes in personal selling, public
relations, advertisements, and sales promotions. When entering Wal-mart, sales personnel try
to persuade customers to try new package deals or products. They have newsletters online,
through email, and advertise in newspapers and on websites.

Marshalls is a chain of department stores that offers great value on brand name and designer
fashions at prices generally 20%-60% below regular store prices. They were founded in 1956
and have 975 locations in the US and 38 locations in Canada. They believe in surprises so no
two stores are ever the same. Each time a customer visits, there will be new merchandise to
explore. The average store receives several deliveries each week to ensure customers have
new selections and choices every visit. Some brands they carry include Adidas, American Eagle
Outfitters, Billabong, and Calvin Klein. Their marketing strategy focuses on pushing new
products, not low prices.

Objectives
Marketing Objectives
• Maintain awareness and customer loyalty in the face of a new competitor in the Canadian
market. (Nordstrom)
• Achieve 3%-5% sales growth in 2016

Media Objectives
• Use print advertising to grow brand awareness by 10% which will help increase growth in
sales.
• Position The Bay as a brand leader in women’s clothing through broadcast advertising.
• Leverage seasonality before Christmas and use broadcast advertising to help increase sales
by 5%.

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Hudson’s Bay Company

Target Market Analysis

Demographics • Men and women with a skew to females

• 33-55
• single or married with families
• $75,000+ HH income
• University or college graduate

Psychographics • Relational Shopper — enjoys shopping for

the experience and treating herself
• Eating out at local restaurants, fine dining
with spouse
• Focused on her personal look and brand,
cares about her appearance and always
wants to look her best
• Career orientated and organized
Geographics • Suburban well established neighbourhoods
• Urban neighbourhoods (close to the
downtown core)
Ottawa
• Westboro, Rockcliffe, Manotick
Toronto
• Rosedale, Bay Street Corridor (shopping
district), Yorkville
Montreal
• Town of Mont-Royal (TMR), Old Porte,
Westmount
Media Consumption Habits • Uses social media for professional use. Ex.
LinkedIn to connect with colleagues, Twitter
and Facebook to keep up to date on
favourite brands
• Spectator on social media, looks at content
but does not create her own
• Uses a Smartphone
• Listens to local radio in the car
• Reads newspaper daily to keep up to date
Activities and Habits • Fashion conscious and interested in taking
care of their home and culinary needs
• Seek quality clothing that is stylish and
timeless
• Not bargain shoppers

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Hudson’s Bay Company

Persona Profile
Gloria Chisolm is a 50 year old married woman who lives in the Yorkville neighbourhood of
Toronto. Gloria is a senior art director at MHz Design Communications Inc. She graduated from
OCAD University with an undergraduate of graphic design and stayed in Toronto ever since.
Some of Gloria’s hobbies include trying out local restaurants downtown with her spouse,
shopping at fashion outlet stores, and keeping on track with industry news online. She is fashion
forward and greatly cares about her personal appearance. She believes that looking put
together, being career focused, and organized all go hand in hand. Gloria loves shopping at The
Bay due to their focus on providing stylish, quality merchandise at great value. She also enjoys
their eCommerce options and being a one stop shop for all of her home, culinary, and fashion
needs.

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Hudson’s Bay Company

Market Priorities
These specific neighbourhoods aligns with the target audience’s income and psychographics.
By marketing to these regions, it will help achieve the marketing and media objectives more
effectively. Most of these neighbourhoods and areas have household incomes of more than
$75,000. The Bay will focus their advertising efforts on Ontario (Toronto and Ottawa) and
Quebec (Montreal). In addition to this, they will use national magazines. By marketing through
national magazines, The Bay will be exposed to smaller cities with individuals who have the
same target market profile.

Their main focus will be targeting older women who are business professionals that enjoy
shopping for the relational experience and interacting with the brand. The Bay will be using
mediums that align with the values, attitudes, and behaviours of the target market.

Ontario
• Toronto
• Rosedale
• Bay Street
• Corridor (shopping district)
• Yorkville
• Ottawa
• Westboro
• Rockcliffe
• Manotick

Quebec
• Montreal
• Town of Mont-Royal
• Old Montreal
• Westmount

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Hudson’s Bay Company

Implementation Details
15% of $1,000,000 = $850,000 for a 1 year plan

Print Advertising


Chatelaine Canada
Average issue circulation: 540,000

Chatelaine is a national Canadian magazine of women’s lifestyles and the number one
magazine in Canada in paid circulation. There is both a english and french language version
that is published monthly. This magazine aligns with The Bay because they provide women with
thought-provoking perspectives and inspired lifestyle solutions. They also include topics ranging
from food, style, home decor, politics, health, and relationships. This magazine perfectly aligns
with the target market of Hudson’s Bay Company.

• National — English Edition

• 1/2 page, horizontal: 8.125” x 5.625”
• Frequency: 6 ads
• $38,870 x 6 = $233,200
• July, August, September, October, November, December

• National — French Edition

• 1/2 page, horizontal: 8.125” x 5.625”
• Frequency: 6 ads
• $13,035 x 6 = $78,210
• July, August, September, October, November, December

Canadian Living
Average issue circulation: 380,000

Canadian Living Magazine provides women with articles and advice for every aspect of their
lives. Their main focuses include food, beauty/fashion, living, health, and home. They also
include everything from career advice to home decor tips. This aligns with The Bay’s target
market of women who enjoy shopping as a pastime and are career focused and organized.

• National Edition
• 1/2 page, vertical: 3.5625” x 10”
• Frequency: 3 ads
• $39,545 x 3 = $118,635
• February, March, April

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Hudson’s Bay Company

Style at Home
Average issue circulation: 160,000

Style at Home engages readers through every medium to teach, inspire and motivate them to
live life to its fullest. Some topics they cover include decorating, renovating, entertaining, and
trends. This magazine aligns with the target market of The Bay since women love to keep up
with the latest trends and topics. The Bay also wants to focus on established professionals and
it is very likely that the target market will read this magazine to become inspired.

• Eastern Edition (Ontario, Quebec, Nova Scotia, New Brunswick, P.E.I, Newfoundland &
Labrador)
• Full Page, 7.25” x 10”
• Frequency: 6 ads
• $14,925 x 6 = $89,550
• March, April, May, June, July, August

Toronto Life (Stylebook Edition)

Average issue circulation: 88,000

Toronto Life Stylebook edition focuses on who makes the City’s Best Dressed list. It is an
exciting collector’s issue and an annual tradition for Torontonians. The target market of The Bay
directly aligns with this magazine due to their passion for beauty and fashion. They also feature
their top picks for fashion, beauty secrets, and shopping habits.

• Stylebook Edition
• Full Page, 7.25” x 10”
• Frequency: 2 ads
• $4,650 x 2 = $9,300
• Released in September

Broadcast Advertising (Chorus Entertainment Rates—Kingston)

National CBC Television
Reach: 14.5 Million per week

CBC National Television is Canada’s national public broadcaster. They include a 24 hour
network schedule of sports, entertainment, and news. The Bay will advertise with their
Newswatch at 6 when the target market is settling down at home after work and the weekend
when they are taking time to themselves. It will also resonate with the consumer due to their
need of wanting to be connected to the community and keeping up with the latest trends.

• Newswatch @ 6
• Monday, Wednesday, and Friday, 6PM - 7PM
• $355 x 6 ads a week (2 ads a day) x 16 weeks = $34,080

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Hudson’s Bay Company

• Saturday Rotation
• 6AM - 6PM
• $50 x 5 ads a week x 16 weeks = $4,000

• Sunday Rotation
• 6AM - 1PM
• $50 x 7 ads a week x 16 weeks = $5,600

Ottawa—CJMJ FM 100.3 (Majic 100)

Reach: 130,800

Majic 100 is Ottawa's adult contemporary, soft rock station to listen to while you work. Although
the station targets both men and women between the ages of 25-64, they conclude with 69% of
female listeners between the ages of 35-64. The rest of the demographic aligns with Hudson’s
Bay Company. The Bay will advertise during the morning when the target audience is driving to
work as well as the afternoon when they are driving home.

• Morning, Monday—Friday
• 6AM - 9AM
• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860

• Afternoon, Monday—Friday
• 3PM—7PM
• $26 x 15 ads a week (3 ads a day) x 52 weeks = $20,280

Toronto—98.1 CHFI FM
Reach: 979,000

98.1 CHFI is Toronto’s adult contemporary station. CHFI is currently the second most listened to
station with a 56% female listener base. This radio station aligns with the target market of
established professionals. This can be seen with 78% of listeners owning a home. In addition to
this, CHFI regularly partners with national and community organizations such as the Canadian
Women’s Foundation and the Canadian Breast Cancer Foundation. This will resonate with The
Bay’s target market of women who like to be connected to the community.

• Morning, Monday—Friday
• 6AM—9AM
• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860

• Afternoon, Monday—Friday
• 3PM—7PM
• $26 x 15 ads a week (3 ads a day) x 52 weeks = $20,280

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Hudson’s Bay Company

Montreal—95.9 Virgin Radio

Reach: 950,000

95.9 Virgin Radio provides listeners with hit artists, big promotions, and the latest trends in
music. Most of the demographic of this station includes a 57% female listener base. In addition
to this, some activities of listeners are eating out at restaurants and home improvement. This
aligns with The Bay’s target demographic of women who enjoy free time to themselves and are
homeowners.

• Morning, Monday—Friday
• 6AM—9AM
• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860

• Afternoon, Monday—Friday
• 3PM—7PM
• $26 x 15 ads a week (3 ads a day) x 52 weeks = $20,280

Direct Mail
The Bay will leverage their existing database and send past customers a direct mail piece
thanking them for their patronage. Within the mail there will be an offer for a $20 credit with a
purchase of $80 or more before January. This will entice consumers to purchase from The Bay
for their Christmas shopping.

Montreal — $20,000
Reach: 4,000

• $20,000 allocated to the region

• $20,000 / 4,000 (individuals) = $5 per mail piece
• Launched in November

Toronto — $50,000
Reach: 10,000

• $50,000 allocated to the region

• $50,000 / 10,000 (individuals) = $5 per mail piece
• Launched in November

Toronto — $50,000
Reach: 10,000

• $50,000 allocated to the region

• $50,000 / 10,000 (individuals) = $5 per mail piece
• Launched in November

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Hudson’s Bay Company

Digital Ads
$9,985 total spend

Facebook — $4,992.50
The Bay will advertise to the target demographic through Facebook during January and
November. January will be crucial since it is associated with New Year's Resolutions. During this
time, individuals will want to make changes to their lives- whether it be a new wardrobe or home
renovations. Digital ads in November will prepare the target market for Christmas and getting
into the holiday season. Facebook is an effective medium due to its integration of ads on the
news feed. Individuals are actively looking at posts for updates on family, friends, and finding
inspiration.

Pinterest — $4,992.50
The Bay will be advertising to their target demographic through digital advertisements on
Pinterest during, January and November. Pinterest will be an effective medium for The Bay’s
target, because it is a social media website which shows household and lifestyle inspiration.
November will be a crucial month for advertising before Christmas, while the target is seeking
Christmas inspiration and ideas. January is also an important month to advertise to this
demographic as it is a new year, resolutions have been made and they are seeking creativity
and motivation.

Out of Home
The Bay will not advertise with out-of-home billboards because the target market will not be
paying attention in their cars. They will be focused on getting to and from work and their minds
will be preoccupied with tasks to be done throughout the day. The Bay is already advertising
through radio and it will be more interactive with the audio aspect. They will not have to pause to
look at billboards, instead the ad will be in their car.

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