National Youth Media Campaign

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  • 1. NATIONAL YOUTH MEDIA CAMPAIGN Media Plan Recommendation April, 1998
  • 2. Table of Contents
    • I. Media Plan Development Process
    • II. Overall Media Objectives
    • III. Media Strategies
      • Target Audience
      • Geography
      • National/Local Media Balance
      • Scheduling
      • Communication Goals
      • Budget
    8 10 12-16 17 18 19-20 21 22 Page
  • 3.
    • IV. Media Tactics
      • Recommended Media Elements
      • Multi-Media Corporate Packages
        • Media Events Approach
        • Existing Media Events
        • Custom Made Media Events
        • Media Plan Elements
        • National Television
        • National Radio
    Table of Contents 24 25-29 25-29 30 31 32-36 38-43 44 Page
  • 4.
        • National Print
        • In-School
        • Cinema
        • Video Arcades
        • Local Television
        • Local Radio
        • Local Newspaper
        • Out-of-Home
        • Prototypical Online Media Plan
    Table of Contents IV. Media Tactics
        • 45-46
        • 47-48
        • 49
        • 50
        • 51-53
        • 54-55
        • 56
        • 57-58
        • 60-72
    Page
  • 5. Table of Contents
    • V. Recommended Media Plan
      • Spending Allocation/Flowcharts
    • VI. Media Plan Delivery Analysis
    • VII. Media Match Strategies
    • VIII. Conclusion
      • 74-81
      • 83-84
      • 86-87
      • 89
    Page
  • 6.
    • IX. Appendix
      • “A Day In The Life” of the Target Audience
      • Target Audience Media Usage Analyses
      • CPM Analysis
      • Planning Cost Assumptions Summary
      • Print Ranking Report
      • Sample Local Radio Ranking Report
      • Considered Media Elements Summary
      • TV Wear-out Analysis
    Table of Contents
  • 7. I. Media Plan Development Process
  • 8. Media Plan Development Process
    • Coordinated effort including input from ONDCP, Creative Media, Porter Novelli, PDFA and Campaign Design Expert Panel.
    • Innovative approach to media plan given the need to break through and stand out.
    • Conservative estimates used to allow for realistic, achievable objectives.
    • Bates/Zenith incorporated recommended media plan strategies into the planning and execution of Phase I.
  • 9. II. Overall Media Objectives
  • 10. Overall Media Objectives
    • Elevate the awareness and profile of the anti-drug campaign to levels previously unobtainable via the use of solely pro bono support.
    • Provide levels of reach and frequency of exposure which will provide an effective continuous presence for the anti-drug campaign, recognizing that drug abuse is an everyday problem.
  • 11. III. Media Strategies
  • 12. Target Audience Emphasis Youth 9-10 12.5% Youth 11-13 25% Youth 14-18 12.5% Other Adult Influencers 10% Parents 40%
  • 13. Media Buying Targets
    • Media Buying Targets
    Campaign Targets Youth 6–11 12–18 9 10 11 12 13 Parents and Other Adult Influencers Adults 25–54 14 15 16 17 18
  • 14. Target Audience
    • Marketing Targets
    • Primary: Youth ages 9-18
      • Primary focus on middle school
      • Secondary focus on high school
      • Tertiary focus on late elementary
    • Secondary: Parents and other primary caregivers of youth ages 9-18
  • 15. Target Audience
    • Marketing Targets
    • Tertiary: Other youth influentials (e.g. other adult family members, older siblings, teachers, principals, coaches, faith community, youth group leaders, mentors, health care providers, celebrities)
    • Ethnic target segments will be delivered proportionate to their representation within the population.
  • 16. Target Audience
    • The media plan is inclusive in its delivery of all ethnic segments that compose the target audience:
    29 MM (11%) 195 MM (73%) 10 MM (4%) 32 MM (12%) Source: 1990 Census 2 MM (<1%)
  • 17. Geography
    • Provide national support recognizing that drug abuse is a nationwide problem.
    • Utilize local media vehicles in order to allow for localization of advertising messages.
      • Support community-based anti-drug organizations
      • Encourage corporate partnerships at a local level
      • Maximize media match potential
  • 18. National/Local Media Balance
    • Media usage must balance the inherent economic efficiency of national media vs. the need to localize messages and connect with important grass-roots activity.
      • On average, teen-directed local media carries a 37% premium vs. national media elements
    • The communication strategy calls for the achievement of the following message delivery objectives:
    • Adults Youth 9-18
    • National Messages 90% 50%
    • Localized Messages 10% 50%
  • 19. Scheduling Strategies
    • Create high impact “Media Events” during the year (i.e., quarterly) to generate significantly higher awareness levels than would be provided by a purely continuity-based plan.
    • Build “Media Events” around high rated, high profile television events, while allowing for scheduling flexibility pending final negotiated television packages.
    • Provide effective sustaining media levels to bridge periods in between the “Media Events.”
  • 20. Scheduling Strategy
  • 21. Communication Goals
    • The media plan has been built using a “task-based” approach.
    • The combination of media elements will achieve desired communication effectiveness.
    • The stated target audience reach/frequency goal is 90/4.0 on a weekly basis.
    • During select times of year, advertising will be at even higher levels to create large spikes of awareness, visibility and impact.
  • 22. Budget
    • Develop the paid annual media plan using a budget of $150MM gross.
  • 23. IV. Media Tactics
  • 24. Recommended Media Elements
    • NATIONAL
    • National Television
    • National Radio
    • National Print
    • LOCAL
    • Local Television
    • Local Radio
    • Newspapers
    • Out-Of-Home
    Multi-Media Packages Special TV Events In-School Cinema Video Arcades Online
  • 25. The Corporate Media Partnerships Approach
    • Campaign objectives will best be served by elevating the negotiation of media components to the highest corporate levels within multi-media companies.
      • Maximizes the potential of the Media Match
        • Recognizes varying intra-company demand on media inventory
      • Leverages full marketing synergies
        • Maximizes the use of both traditional and non-traditional media components
      • Encourages the involvement and commitment of top management
        • Increases the likelihood of successful and coordinated execution
  • 26. Potential Corporate Media Partners
    • CBS TV Network
    • Nashville Network
    • Country Music Television Network
    • CBS Radio Network
    • NBC Radio Network
    • The NeXt Net
    • Westwood One Radio Networks
    • TDI
    • ABC TV Network
    • ABC Radio Networks
    • ESPN Networks
    • Disney Magazine
    • Radio Disney
    • Theme Parks
    • Home Videos
    • Fox Broadcasting
    • Fox Kid’s Network
    • Fox Sports Net
    • Fox Family Channel
    • FX
    • News America Digital Publishing
    • News America FSI
    • TV Guide
  • 27. Potential Corporate Media Partners
    • NBC TV Network
    • MSNBC
    • CNBC
    • DC Comics
    • NBA
    • Inside Stuff
    • Parenting
    • People, Teen People
    • Sports Illustrated
    • SI for Kids
    • Time, Time for Kids
    • WB
    • CNN, CNN/SI
    • TBS
    • TNT
    • Cartoon Network
    • Home Videos
    • Online
    • Direct Mail
    • Book/CD Clubs
    • Cable/Magazine Bills
  • 28. Potential Corporate Media Partners
    • Primedia
    • Channel One
    • Cover Concepts
    • Lifetime Learning Systems
    • Seventeen
    • Weekly Reader
    • MTV
    • Nickelodeon
    • Nick-At-Nite
    • VH-1
    • Blockbuster
  • 29. Potential Corporate Media Partners
    • Electronic Communication Boards in High Schools
    • Teen/Teachers Web Sites
    • Custom Events/Promotions
    • Custom Elementary, Junior High and High School Programs
    • Sampling/Distribution
    • Retailer Tie-ins (e.g., Toys R Us, Blockbuster)
    • Scholastic Magazines
    • Book Clubs/Book Fairs
    • Classroom Television/Video
    • Online Site/In-School
    • Television/Movie Production
    • Software Clubs/Catalog
    • Community Parks Association
    MARKET SOURCE
  • 30. Media Events Approach
    • Quarterly “Media Events” will consist of a combination of existing television/media events and custom made media events developed with media partners.
    • Existing and custom made media events will provide strong delivery of the target segments, as well as high profile “showcase” environments.
  • 31. Existing Media Events SPORTING EVENTS AWARD SHOWS
  • 32. Custom Made Media Events
    • Themed “Touched by an Angel”/ “Walker Texas Ranger”
    • Themed Half Hour Comedy
    • Cast Member PSA’s in Program
    • News Hour/CBS This Morning
    • Sports Tags
    • Miss Teen USA
    • Music Assistance Program
    • Ask The Expert Days on CBS O&O’s
    • NCAA Tournament Tie-ins
    • Grammy Awards Tie-ins
    • Themed Interstitials on TGIF and Saturday morning
    • PSA’s using Wonderful World of Disney/ TGIF/Sport Figures/ ESPN Talent
    • Anti-Drug Program-ming on GMA, WNT, 20/20, Soaps, Sports, etc.
    • ESPN/ESPN2 “Cutting Edge Sports” Sponsorship
    • Secure Partner to Provide and Distribute Brochure
    • Mall Video Kiosks, McDonald’s and American Airlines Exposure
    • ESPN Radio Network In-Program Segments
    • ABC Radio Network Musician/Celebrity Interviews
    • National “No To Drugs” Day
    • Disney Drug Awareness Symposium
    • Online Tie-ins/Sponsorships with ABC, ESPN and Disney
  • 33. Custom Made Media Events
    • Teen Saturday Tie-In
    • Drug Awareness Day, Week or Month (Themed Line-up)
    • “ Party of Five” Episode
    • TV Guide Tie-in
    • News American FSI
    • FOX Kids Network
    • FOX Family Channel
    • PSA’s on Video Releases
    • “ Celebrity” Advertorial Series in Time Inc. Magazines
    • Customized DC Comic Books
    • NBA Tie-ins Through SI for Kids/Inside Stuff
    • US Comedy Arts Special Sponsorship
    • Book, CD and Video Clubs
    • Cable Bills
  • 34. Custom Made Media Events
    • MTV News Specials, Movie Awards, Video Music Awards, Sports and Music Festival
    • Nickelodeon News Segments, Kids Choice Awards, Nick Takes Over Your School, The Big Help
    • Blockbuster Anti-Drug PSA “Loop”, Store Locations used as Entry Point for Marketing Programs
    • “ Drug Report Card”
    • Channel One Town Hall Event
    • Pre-Prom Event in Seventeen Magazine, Weekly Reader and Channel One
    • In-School Curriculum Programs (Back-to-School and New Year’s Resolution)
    • National PTA Drug Awareness Week
    • “ Stay Cool” Summer Program with Channel One, Weekly Reader, In-School, Lifetime Learning Systems (i.e. Summer Camp Program)
    • Whatnext.com Online Promotion
    • Drug Free World Coloring /Craft Project
    • Say No To Drugs Essay Contest
    • Say No To Drugs Pledge Program
    • What Next Traveling Tour
    MARKET SOURCES
  • 35. Custom Made Media Events
    • Custom Comic Book Section Series and Distribution
    • Teen Poster Contest
    • Teen Anti-Drug Pledge
    • Sponsored Interactive CD
    MARVEL/NIGHTINGALE KATZ DIMENSIONS
  • 36. Custom Made Media Events
    • Music Calender Series Profiling Musicians Whose Lives Have Become Affected by Drug Abuse, Speaking with Band Members, family members.
    • On Air “Fantasy Concert” and Interviews with Bands Plagued by Drug Abuse
    • Musician and Sports Figure PSA’s
    • Incorporate Drug Abuse discussion into Interview Shows/ other Relevant Programming
    • Presence at Affiliated Concert Events
    • Tie-Ins with Grammy Awards and other major events
  • 37. Media Plan Elements
    • The ONDCP paid media plan consists of a variety of media elements or “building blocks” which will most effectively deliver Anti-Drug messages to the various target segments.
  • 38. Media Tactics
    • National Television
    • Use national television to provide broad reach among all target segments, and to take advantage of targeted programming opportunities.
      • Primetime will provide highest ratings and greatest visibility. ABC/FOX skew recommended due to younger skewing programming.
      • Early Morning will provide efficient delivery of the adult target segment, particularly mothers. Talk Show/News formats conducive to initiating drug abuse coverage.
      • Cable provides efficient and extremely targeted opportunities to reach all target segments.
  • 39. Media Tactics
    • National Television
      • Sports will provide exposure to all the target segments (particularly adults), and will be a high impact environment to reach the youth targets given the “role model” status of athletes
      • NBC’s Saturday Line-up provides highly targeted vehicles for reaching the teen target, as well as the younger kid target
      • Kid Network , both Monday-Friday afternoon and Saturday morning, will reach kids, and younger teens as well, in large numbers
      • Hispanic Television (i.e., Univision and Telemundo) will provide broad reach among the Hispanic community, within a mix of appropriate adult (primarily) and teen/kid programming environments.
  • 40. Media Tactics
    • Television Programming Selection Criteria
    • Advertise on programs with high ratings and/or composition of the target segments (see TV rankings in appendix), taking efficiency into account as well.
    • Seek out opportunities to advertise on “All Family” programming where parents and children are watching together: (e.g., Wonderful World of Disney, Thanksgiving Day Parade, Frosty the Snowman, The Wizard of Oz, ET, etc.)
    • Advertise on programs featuring content that would be conducive to an anti-drug message (e.g., programs dealing with teens, family or social issues)
  • 41. Representative National Television Networks Programming
    • TEENS
    • Home Improvement
    • Seinfeld
    • Friends
    • Beverly Hills 90210
    • King of the Hill
    • KIDS
    • Home Improvement
    • Boy Meets World
    • Teen Angel
    • You Wish
    • Sabrina - Teenage Witch
    • Wonderful World of Disney
    • PARENTS
    • Home Improvement
    • Seinfeld
    • Friends
    • Veronica’s Closet
    • E.R.
    • NYPD Blue
    • Touched by an Angel
    PRIMETIME
    • Family Channel
    • TBS
    • TNT
    • USA
    • PARENTS
    • BET
    • CNN
    • ESPN
    CABLE
    • KIDS
    • Cartoon Network
    • Nickelodeon
    • TEENS
    • BET
    • ESPN2
    • MTV
  • 42. Representative National Television Networks Programming
    • Hang Time
    • Saved by the Bell
    • City Guys
    • MLB
    • NBA
    • NCAA Basketball
    • NCAA Football
    • NFL
    • NHL
    • Ultimate Goosebumps
    • Disney’s Saturday Morning
    • Eerie, Indiana
    • Sam & Max
    • Space Goofs
    • Ninja Turtles
    • Life With Louie
    • Casper
    NBC SATURDAY KIDS NETWORK SPORTS
  • 43. Representative National Television Networks Programming
    • CBS This Morning
    • Good Morning America
    • Today Show
    • Telemundo
    • Univision
    HISPANIC EARLY MORNING
  • 44. Media Tactics
    • National Radio
    • National radio will provide highly efficient delivery of both the teen and adult target segments, and generate significant levels of frequency of exposure among these targets.
    • Radio is a favorite medium of teens, and teens are more receptive to advertising messages in radio than any other medium. (Source: Teenage Resource Unlimited, Marketing & Lifestyles Study 1994)
    • In addition to general market radio (e.g., ABC and Westwood One Network), ethnic radio networks (e.g., American Urban Radio Networks for African-American and LBC and Hispanic Radio Network for Hispanic) should also be purchased to help deliver these ethnic groups within relevant environments.
  • 45. Media Tactics
    • National Print
    • Print will be used to reach the various age segments, with an emphasis on adults, within targeted and relevant environments.
    • The Print Plan will include magazines from a variety of categories to accomplish this goal:
    Sports Sunday Supplements Teen USA Today Weeklies Women’s Service Educators/School Administrators/Coaches Entertainment/Hollywood Ethnic Kids Music Parenting
  • 46. Media Tactics
    • Preliminary Print Consideration List
  • 47. Media Tactics
    • In-School
    • In-school media will play a key role in the plan, delivering messages to the primary youth target in a learning environment and in a relevant, interactive manner.
    • In-school media will also be used to encourage and solicit the involvement of parents, teachers and other key influencers.
    • The in-school Program will likely include the use of the two or more major in-school media companies (i.e., Market Source, Primedia and Scholastic), although other in-school media applications are possible as well.
  • 48. Media Tactics
    • In-School
    • The In-School Program would likely consist of some or all of the following elements:
      • Channel One In-School TV
      • Weekly Reader/Scholastic Magazines
      • Curriculum Programs
      • Book Covers/Bookmarks
      • Locker Room Gymboards
      • Online Applications (e.g. S.T.E.P. Program)
      • Electronic Messaging Boards
      • High School Newspapers/Magazines
  • 49. Media Tactics
    • Cinema
    • 202 markets, 10,050 screens, 30% U.S.
    • Movie theater advertising will deliver the anti-drug message to all three target segments with tremendous “Big Screen” impact.
    • Moviegoers tend to skew younger, with the highest attendance being among young adults, as well as teens and kids.
    • Provides the opportunity to showcase “special creative,” as well as the ability to rotate commercials by geography and/or movie rating (e.g., G, PG, R, etc.).
    • Provides the opportunity to extend the message into theater lobbies, distribute information and take advantage of other added value opportunities.
  • 50. Media Tactics
    • Video Arcades
    • 125 locations, 66 major markets, 64%U.S.
    • Advertising in video arcades will reach predominantly teens 12-17 (47% of audience), and kids 6-11 as well (12%), within a favorite leisure time environment.
    • Message delivery likely to be well timed, given the arcades highest usage on weekends and after school.
    • Provides opportunity for high impact creative synergistic with video game type graphics.
  • 51. Media Tactics
    • Local Television
    • Schedule support in the top 75 markets (approximately 80% U.S.) to allow for greater localization of messages, as well as greater local matching and corporate sponsorship activities.
    • Structure an “early fringe unwired network” to reach primarily kids and teens, but moms as well, during the after school/ pre-dinner time period.
    • Timely message delivery will potentially spur dinner conversation on the subject.
    • Schedule weight during the primetime access daypart to deliver high ratings among teens, adults and to a lesser degree, kids.
  • 52. Media Tactics
    • Representative Early Fringe Programming
    • TEENS 12-18
    • Ninja Turtles
    • Goosebumps
    • Power Rangers
    • Spider Man
    • Life With Louie
    • Sweet Valley High
    • MOMS/PARENTS
    • Oprah Winfrey Show
    • Judge Judy
    • Ricki Lake
    • Home Improvement
    • Dr. Quinn-Medicine Woman
    • Geraldo Rivera
    • Sally Jesse Raphael
    • KIDS 9-11
    • Ninja Turtles
    • Goosebumps
    • Power Rangers
    • Bobby’s World
  • 53. Media Tactics
    • Representative Prime Access Programming
    • TEENS 12-18
    • Home Improvement
    • Simpsons
    • Seinfeld
    • Mad About You
    • Frasier
    • MOMS/PARENTS
    • Home Improvement
    • Simpsons
    • Seinfeld
    • Mad About You
    • Frasier
    • Entertainment Tonight
    • Jeopardy
    • Wheel of Fortune
    • KIDS 9-11
    • Home Improvement
    • Simpsons
  • 54. Media Tactics
    • Local Radio
    • Schedule support in top 75 markets (approximately 80% U.S.) consistent with local television support.
    • Local radio will be used predominantly to reach teenagers by partnering with the dominant teen station(s) in each market
    • Local radio accounts for the differences in musical preferences across markets, and teens often have a strong association with a local station and its personalities.
  • 55. Media Tactics
    • Local Radio
    • Local radio provides tremendous opportunities to tie-in a local station(s) as a partner in the anti-drug effort and to expand the campaign beyond on-air support:
    • High School Partnership
    • High School Concert Promotion
    • Local Celebrity Tie-in
    • Concert/Local Market Events
    • Poster Contest
    • Anti-Drug Pledge
    • Sponsor Interactive CD
  • 56. Media Tactics
    • Local Newspapers
    • Newspaper plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities
    • Newspapers will provide broad coverage of the local markets and deliver the message within a newsworthy environment.
    • Creative messages can be placed within sections of the newspaper dealing with family (e.g., Home Section) or other pertinent editorial.
    • Newspapers will help to deliver the message to thought leaders and other key influential groups.
  • 57. Media Tactics
    • Out-of-Home
    • Out-of-Home plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities.
    • Out-of-Home will be used to target all three target segments, and provide a consistent reminder message to these targets:
      • 30 Sheet Posting offers total market coverage plus targeting of schools, playgrounds and parks.
      • Shopping Malls provide an excellent opportunity to reach 15-44 age group, which represents 65% of the mall audience. In addition, over 95% of all teens frequent shopping malls 4-6 times per month.
  • 58.
    • Out-of-Home
      • 8 Sheet Posters provide good coverage of schools and neighborhood coverage of after school activity areas in concentrated ethnic population areas.
      • Bus Shelters provide supplemental coverage in many markets, and are the primary vehicle in some markets due to geographic efficiency.
      • Basketball Backboards in school playgrounds will reach kids and teens in urban markets.
      • Subway Car Cards/Urban Panels (New York) are highly used by the target segments and are located in close proximity to urban school.
    Media Tactics
  • 59. Prototypical Online Media Plan
  • 60. Online Objectives - Overall
    • Build additional awareness of ONDCP campaign.
    • Provide anti-drug information and resources.
    • Drive traffic to PDFA and ONDCP sites.
  • 61. Online Media Objectives
    • Target Audience
      • Primary : Internet-enabled Kids 9-11 and Teens 12-18.
      • Secondary : Internet-enabled Parents and Educators
        • Demographically defined as Adults 25-54.
  • 62. Online Media Objectives
    • Geography
      • National imperative
      • Consider emphasis/specific messaging to areas of regional use patterns
    • Timing
      • Schedule advertising to coincide with start of ONDCP general media campaign
      • Recognize seasonal usage patterns (e.g., school access — .edu domains — declines in summer)
  • 63. Online Media Objectives
    • Budget
      • Develop conceptual sketch plan at $2.7MM level.
  • 64. Online Media Strategies
    • Use a mix of highly-visited navigation sites for reach & targeted content areas to build frequency
      • Leading navigation sites include AOL, MSN, Netscape, and search engines such as Yahoo!
        • Navigation sites are characterized by many, many single visits of short duration = reach.
      • Target-rich content areas appealing to kids, teens and parents/educators
        • Content areas typically host smaller, more loyal audiences who visit frequently.
  • 65. Online Media Strategies
    • Use a significant portion of the budget to develop custom package buy on AOL
      • Leading commercial online service with 11MM+ subscribers.
      • Leading means of Internet access — 40% of all U.S. web users access the Internet via AOL.
      • Approximately $1.0MM net to develop 12-month program with custom ONDCP content, teen chat areas, monthly “town hall meetings,” plus ad banner rotation, and so on.
  • 66. Online Media Strategies
    • Use keywords and targeted topic-area buys on the leading search engines
      • Most targeted use of these vehicles
      • Deploy keyword “interdiction” strategy — when user types in drug-related term, ONDCP banner is returned at the top of the search results page.
      • Use topic areas appealing to kids, teens, parents and teachers
  • 67. Online Media Strategies
    • Select content areas on the basis of target audience coverage and composition
      • Use @Plan, Media Metrix to estimate audience delivery by site
    • Use banner response data to refine the online plan and drive the lowest cost-per-click
      • “ Pulse” scheduling pattern allows two-weeks in-flight, one week off, to assess results
      • Initial benchmark — cost-per-click under $1.00
  • 68. Online Media Strategies
    • Utilize network buys such as Doubleclick to test other buy variables
      • Time of day, domain, geography, affinity
    • Work with content sites to develop co-branded and custom content as part of media match for the buy.
  • 69. Sample Site Selection
    • Target: Kids
    • Disney Blast
    • Nickelodeon
    • Yahooligans!
    • Target: Teens
    • Music: AudioNet, MTV, Addicted to Noise
    • Movies: Mr. Showbiz, E! Online, Movielink
    • Chat: Liveworld
    • “ Free-mail:” Juno, HotMail
    • Videogaming: HappyPuppy, GameSpot
    • General: Suck, Tripod, The Hub, Swoon
  • 70. Sample Site Selection
    • Target: Parents/Educators
    • Family.com
    • Parent Soup
    • Parenting topic areas on search engines
  • 71. Online Media Plan Overview Broad- Reach Sites Search Engines Keywords Targeted Content Areas ONLINE MEDIA SUPPORT ONDCP Site Adults Kids 9-10 StayOffDrugs.com Primary: 11-13 Secondary: 9-10, 14-18 PDFA Site Adults
  • 72. Prototypical Online Media Plan
  • 73. V. Recommended Media Plan
  • 74. Recommended Media Plan Spending Allocation
    • Total Plan — $150MM
    In-School 9% Radio 8% Television 64% Online 2% Cinema 2% Print 10% Newspaper 1% OOH 4%
  • 75. Recommended Media Plan — $150MM
  • 76. Recommended Media Plan Spending Allocation
    • Teens (12-18) — $77MM
    Radio 14% Television 61% Online 2% Cinema 1% Print 4% OOH 4% In-School 14%
  • 77. Recommended Media Plan — $150MM
    • Teens 12-18 — $77MM
    Television Radio Print Video Arcades In-School Cinema Online OOH * Note: GRP figures reflect delivery among 12-17 “media buying” target audience.
  • 78. Recommended Media Plan Spending Allocation
    • Kids (9-11) — $33MM
    In-School 4% Television 82% Online 3% Cinema 3% Print 3% OOH 5%
  • 79. Recommended Media Plan — $150MM
    • Kids 9-11 — $33MM
    Television Print Video Arcades In-School Cinema Online OOH
  • 80. Recommended Media Plan Spending Allocation
    • Adults (25-54)— $40MM
    Radio 7% Television 60% Online 2% Cinema 2% Print 23% Newspaper 4% OOH 4%
  • 81. Recommended Media Plan — $150MM
    • Adults 25-54— $40MM
    Television Radio Print Cinema Online OOH Newspaper
  • 82. VI. Media Plan Delivery Analysis
  • 83. National/Local Impressions — $150MM Plan Local 51% National 49% Local 11% National 89% Adult Target Youth Target 9 - 18
  • 84. Recommended Media Plan — $150MM
    • Weekly Reach/Frequency Delivery
    * Delivery among 18 year olds will be comparable to that of 12-17 “media buying” target audience.
  • 85. VII. Media Match Strategies
  • 86. Media Match Strategies
    • Use media match impressions to ensure that there will be available inventory for other Public Service Advertisers.
    • Leverage the need to obtain media match impressions in order to make the program a success, during the negotiation process.
    • Maximize the percentage of the media match delivered as quantifiable on-air advertising messages, establish minimum acceptable level (e.g., 50% of target audience impressions must be matched in this manner)
  • 87. Media Match Strategies
    • Maximize the percentage of the on-air media support delivered in targeted dayparts/programming.
    • Consider forms of matching in addition to on-air support, which will enhance the impact of the advertising campaign.
  • 88. VIII. Conclusion
  • 89. Conclusion
    • Creates a strategic blueprint that achieves established communication level objectives.
    • Breaks through clutter through the use of high impact media events followed by strong periods of sustaining activity.
    • Utilizes targeted, high-interest program environments that would never be made available as PSA’s.
    • Incorporates an innovative approach of enlisting key media partners to create and execute multi-media corporate packages.
    • Provides a tremendous head start for buying agency to pursue custom targeted media applications.
    • Creates a bridge between the “paid advertising” and “entertainment industry” communication initiatives.
  • 90. IX. Appendix