A one-page-style budget proposal in the shape a department or agency actually submits for approval: the belief behind the spend, three honest scenarios, and what each buys.
Fieldnote is launching the Trailhead line, its first collection built for weekend camping and car-camping trips rather than expedition use. The campaign's job is to introduce this new line to existing customers and a new, younger camping-curious audience within a single month, ahead of the peak camping season.
Each tier funds the same categories in a deliberate, different proportion. None is "the right answer" — the choice is a statement about how much proof versus reach this launch needs.
| Category | Low | Medium | High |
|---|---|---|---|
| Paid media | $3,600₩4,860,000 | $11,250₩15,187,500 | $27,300₩36,855,000 |
| Content production | $2,400₩3,240,000 | $7,500₩10,125,000 | $18,200₩24,570,000 |
| Influencer / creator | $800₩1,080,000 | $3,000₩4,050,000 | $9,100₩12,285,000 |
| Tools & platforms | $400₩540,000 | $1,250₩1,687,500 | $3,900₩5,265,000 |
| Contingency | $800₩1,080,000 | $2,000₩2,700,000 | $6,500₩8,775,000 |
| Total (1 month) | $8,000₩10,800,000 | $25,000₩33,750,000 | $65,000₩87,750,000 |
| Channel | Job | Funded at |
|---|---|---|
| Instagram & Reels | Awareness + desire | All tiers; the primary paid channel |
| Naver search + GFA | Consideration / trust | All tiers; where a Korean buyer verifies before buying |
| TikTok | Awareness, younger audience | All tiers |
| YouTube pre-roll | Explain the new line | Medium & High only |
| Creator partnerships | Earned trust, proof-of-camp | Scales fastest with budget — Low: seeding only, High: macro partnership |
| Out-of-home (subway/bus) | Reach outside the feed | High tier only |
The channel plan above says what job each platform does. This is what a media buyer would actually load into the ad platforms: budget, targeting, expected rate, and the metric each line is judged on.
| Channel | Format | Targeting | Spend | Rate | Est. delivery | Primary KPI |
|---|---|---|---|---|---|---|
| Instagram & Reels | Reels + feed carousel | Outdoor/camping interest, 24–40, lookalike of past purchasers | $5,000₩6,750,000 | CPM $8.00 | ~625k impr. ~7.5k clicks | CTR ≥ 1.2%, CPC ≤ $0.67 |
| Naver search + GFA | Search + GFA display retargeting | Category + brand keywords ("캠핑 자켓", "차박 용품") | $3,000₩4,050,000 | CPC $0.90 | ~3.3k clicks | CTR ≥ 3%, branded search lift |
| TikTok | Spark Ads on creator content | 18–30, camping/outdoor & vanlife content viewers | $2,000₩2,700,000 | CPM $6.00 | ~333k impr. ~5k clicks | CTR ≥ 1.5%, VTR ≥ 30% |
| YouTube pre-roll | Skippable in-stream, 15s | Outdoor & travel content viewers, in-market for gear | $1,250₩1,687,500 | CPV $0.04 | ~31k views | VTR ≥ 25% |
| Paid media total (Medium tier) | $11,250₩15,187,500 | Blended target: CTR ≥ 1.5%, CPA ≤ $24, ROAS ≥ 3.0x | ||||
Rates and volumes are directional — the actual numbers a platform delivers depend on real-time auction pressure. What should not move is the logic: awareness channels are bought on CPM and judged on CTR, search is bought on CPC and judged on click share and branded lift, video is bought on CPV and judged on completion.
Campsite shoot, edit, and localise creative. Set up tracking and creator agreements.
Paid media and creator content go live together. Awareness is the priority metric.
Shift spend toward what is converting. Naver and retargeting carry consideration.
Push remaining contingency behind the best performer. Compile results against KPIs.
Fieldnote is a fictional brand invented for classroom use. Figures, targets, and channel costs are illustrative only. Companion to Workbook & Lecture Chapter 13, Budgeting and the Media Matrix — pair with the detailed line-item spreadsheet example for the full cost breakdown.