Message Strategy and Media Plan for L.L. Bean Business Plan by Devann Murphy

A look at a proposed message strategy and media plan for L.L. Bean.
# 151906 | 1,042 words | 4 sources | APA | 2011 | US
Published by on Oct 22, 2012 in Business (Companies) , Communication (Mass Media) , Business (Marketing)

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This paper introduces a proposed message strategy and media plan for LL Bean, with special attention on the development and delivery of the message strategy. Additionally,a media matrix plan details a schedule for implementation and budget requirements. First, the paper highlights the company's new message strategy, which emphasizes L.L. Bean's customer service. Then, the paper identifies the various segments of L.L. Bean's target audience. Next, the paper describes how the company intends to execute the new message strategy. This is discussed as it relates to using broadcast and social media. Finally, the paper evaluates the cost of the new message strategy campaign. The paper concludes by stating that as a result of this effective strategy, LL Bean will realize an overall increase in profits. A table is included in the paper.


Message Strategy
Purpose of Message
Target Audience
Message Execution and Delivery of Concepts
Media Plan Matrix
Impact of Message Strategy and Media Plan

From the Paper:

"According to LL Bean (2011), the company has currently embraced Guaranteed to Last(TM) as its primary message. Although this does reference the quality of LL Bean products and the stability of the company, this message may be replaced with Always There(TM), which not only references the long life of the product, but also refers to the availability of LL Bean sales and customer service 24 hours a day, seven days a week, 365 days a year.
"A message strategy effectively and resourcefully communicates the message of a brand to a target audience (Duncan, 2004). Furthermore, a message strategy may also lend to the credibility of a product. However, it is also necessary that the message appeals to the customer. The Always There(TM) strategy will embrace both the cognitive and behavioral paths. The cognitive path will educate consumers about the unlimited access to LL Bean and the quality of its products, whereas the behavioral approach will encourage consumers to visit the company's website and flagship store, which is located in Freeport, Maine (Bin & Hua, 2010). Although two separate paths will be used, it is possible to incorporate both methods into one message strategy."

Sample of Sources Used:

  • Bin, Z., & Hua, Z. (2010). Optimal production control and dynamic pricing strategies: a joint approach. Proceedings for the Northeast Region Decision Sciences Institute (NEDSI), 678-683. Retrieved from EBSCOhost.
  • Cubitt, E. (2003). LL Bean eyes Eddie Bauer for high-street presence. Precision Marketing, 15(30), 9. Retrieved from EBSCOhost.
  • Duncan, T. (2004). Principles of Advertising and IMC (2nd Ed). McGraw-Hill Companies. Retrieved from University of Phoenix eBook.
  • LL Bean. (2011), Retrieved from

Cite this Business Plan:

APA Format

Message Strategy and Media Plan for L.L. Bean (2012, October 22) Retrieved March 29, 2023, from

MLA Format

"Message Strategy and Media Plan for L.L. Bean" 22 October 2012. Web. 29 March. 2023. <>