Marketing Plan Jet Blue
Marketing Plan Implementation: Billboard Advertising Advantages Our society is a mobile one and todays consumer spends countless hours on the highway. ... For our marketing campaign we will require 5 billboards on the route between New York, NY and Boston, MA and also 5 billboards on the return route. ... Therefore, estimated total cost for this campaign will be: Billboard 1 2 3 4 5 6 7 8 9 10 Total Cost 4000 5000 6000 5000 6000 4000 5000 5000 3000 7000 50,000 # of Months 6 6 6 6 6 6 6 6 6 6 60 Total Cost 24000 30000 36000 30000 36000 24000 30000 30000 18000 42000 300,000 Locations Billboard 1 – Just outside New York City Billboard 2 – Entering Pennsylvania Billboard 3 – Middle of Connecticut Billboard 4 – Entering Massachusetts Billboard 5 – Just outside Boston Billboard 6-10 – In reverse order Breakeven Analysis Incremental Revenue = Incremental Costs Additional Fixed Costs Depreciation $472,316 Additional Variable Costs Gas $98,918 Billboard Campaign $300,000 Map Quest Fees $14,116 Additional Administrative Costs $10,000 To breakeven, Jet Blue needs to make $895,350 in incremental revenue over the six month introductory period.