Background
LeapFrog is introducing the first book in a bilingual educational
series for the Leap Pad Learning system. Fiesta in the House
is a book that introduces young children to basic Spanish vocabulary
and concepts. In order to raise publicity about Bilingual
Leapfrog Book, LAGRANT COMMUNICATIONS, will execute a TV tour
campaign targeting the Hispanic Consumer Market.
Target Audiences
. |
Bilingual Hispanic parents (2nd. Generation). |
Target Market
. |
Los Angeles, CA |
. |
Bay Area (San Francisco, Oakland,
San Jose) |
. |
Miami, FL |
. |
Houston, TX |
Objective
. |
Promote the launch of the new Bilingual
LeapFrog book “Fiesta in the House” |
. |
Raise public awareness and generate
interest in the Bilingual LeapFrog book. |
. |
Secure on air appearances on major
Hispanic networks programming for Angelica Elizondo on
behalf of LeapFrog |
Implementation
. |
Develop Hispanic media list |
. |
Translate from English to Spanish Leapfrog
press releases. |
. |
Write pitch letters/ distribute materials
as needed (i.e. product fact sheets). |
. |
Follow-up phone calls to schedule interviews. |
| . |
Secure interviews on major Spanish
language networks programming. |
| . |
In addition to our publicity efforts
in the broadcast medium, we would assist Leapfrog to secure
editorial coverage, by distributing press materials to
various print Hispanic outlets. |
Measurements
. |
The results of the campaign will be
determined by: |
Results
The following
Hispanic National TV stations received media coverage
with a total ad value of 25,980,000.
|
. |
KTMD-TV CH 48 Telemundo (1,300,000
viewers) |
. |
KTMD-TV CH 48 Telemundo; Nuestra Gente
(450,000 viewers) |
. |
KMEX-CH 34 Univision (2,700,000
viewers) |
. |
KVEA-TV Telemundo (2,630,000
viewers) |
| . |
KDTV-TV Univision (1,200,000
viewers) |
| . |
KSTS-TV Telemundo (1,100,000
viewers) |
. |
KNTV-TV NBC (1,000,000 viewers) |
. |
CNN en Español (12,500,000
viewers) |
. |
WLTV-TV Univision (2,850,000
viewers) |
. |
WLRN-TV Cable Tap (250,000
viewers) |
The following are media
clips received by Hispanic community newspapers and magazines.
. |
Ser Padres Magazine (504,608 Circulation) |
. |
Eastern Group Publications is a chain
of ten bilingual (English/Spanish) community newspapers
including: Eastside Sun (24,000 Circ.), Northeast Sun
(18,500 Circ.), Mexican American Sun (16,000 Circ.), Bell
Gardens Sun (7,000 Circ.), Commerce Comet (6,500 Circ.),
City Terrace Comet (3,000 Circ.), Montebello Comet (16,000
Circ.), ELA Brooklyn-Belvedere Comet (3,000 Circ.), Monterey
Park Comet (8,000 Circ.), and Wyvernwood Chronicle (2,000
Circ.).
Total Circulation: 104,000. |
|
