The Proven Recipe for<br />Content Success<br />Kimberly SarubbiPresidentSaddle Ranch ProductionsNovember 10, 2010<br />1<...
What do you do with 200 parents and their kids per day coming through a doctor’s reception area?...<br />2<br />
KidCARE TV Network<br />2,500 screens in pediatric waiting rooms<br />Targets the 60,000 pediatrician members of the Ameri...
Opportunity in Waiting<br />The American Academy of Pediatrics (AAP) reports an average of 26.5 minutes waiting time to se...
“Content is King”<br />“The result of a tightly-targeted content strategy <br />is a real connectivity between the message...
SRP’s Content Challenge with KCTV<br />Create a dynamic and high-performance content strategy that delivers:<br />6<br />
SRP’s Needs Analysis Process<br />7<br />
Maximizing the Efficacy<br />Test:<br /><ul><li>Arbitron research revealed that the original 2-way content </li></ul>  for...
Optimized Content Solution<br />Informative, exclusive content segments providing relevant and accurate pediatric healthca...
Sample Play List<br />10<br />
Proof of Performance<br />Results Highlights  from ArbitronKidCARE TV Audience Estimates <br />and Advertising Effectivene...
Approaching Advertisers<br />Advertisers are buying results – show them the results they want:<br />12<br />
Managing & Sustaining Content<br />Test – Adjust - Optimize<br />13<br />
5 Key Takeaways<br />Content creates profits<br />Plan smartly – define goals, success metrics and budget to make it happe...
Contact<br />Kimberly Sarubbi<br />President<br />Saddle Ranch Productions<br />345 N. Maple Drive, Beverly Hills, CA 9021...
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The Proven Recipe for Content Success

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Case Study: Saddle Ranch Productions was tasked with the challenge of creating content for KidCARE TV that could be advertiser supported.


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The Proven Recipe for Content Success

  1. 1. The Proven Recipe for<br />Content Success<br />Kimberly SarubbiPresidentSaddle Ranch ProductionsNovember 10, 2010<br />1<br />
  2. 2. What do you do with 200 parents and their kids per day coming through a doctor’s reception area?...<br />2<br />
  3. 3. KidCARE TV Network<br />2,500 screens in pediatric waiting rooms<br />Targets the 60,000 pediatrician members of the American Academy of Pediatrics (AAP)<br />Content approved by an advisory board of pediatric healthcare experts<br />Digitally delivered 3-5 minute segments to heighten a mother’s awareness of pediatric wellness issues<br />Advertiser supported network<br />3<br />
  4. 4. Opportunity in Waiting<br />The American Academy of Pediatrics (AAP) reports an average of 26.5 minutes waiting time to see a pediatrician<br />Dwell time is opportunity to…<br />Deliver highly targeted messaging to the powerful mom market… <br />At point of care and on path to purchase…<br />KidCARE TV research shows 65% of viewers go shopping immediately after their visit<br />4<br />
  5. 5. “Content is King”<br />“The result of a tightly-targeted content strategy <br />is a real connectivity between the message and <br />the audience. A connectivity that creates an <br />influential presence and receptivity of the <br />messaging – and, ultimately, secures a call to <br />action…”<br />5<br />
  6. 6. SRP’s Content Challenge with KCTV<br />Create a dynamic and high-performance content strategy that delivers:<br />6<br />
  7. 7. SRP’s Needs Analysis Process<br />7<br />
  8. 8. Maximizing the Efficacy<br />Test:<br /><ul><li>Arbitron research revealed that the original 2-way content </li></ul> format was not as effective<br />Adjust:<br /><ul><li> We changed production format to presenter with b-roll</li></ul>Optimize:<br /><ul><li> Recall results increased</li></ul>8<br />
  9. 9. Optimized Content Solution<br />Informative, exclusive content segments providing relevant and accurate pediatric healthcare information approved by a board of experts<br />2-3 minutes of presenter and b-roll format<br />Interspersed with advertising and PSA’s<br />Additionally, DVDs produced for doctors to give to patients for at-home viewing and education<br />9<br />
  10. 10. Sample Play List<br />10<br />
  11. 11. Proof of Performance<br />Results Highlights from ArbitronKidCARE TV Audience Estimates <br />and Advertising Effectiveness Study—November 2009<br />82% of visitors notice KCTV and find it to be a credible source <br />65% of viewers recalled at least one ad*<br />75% of visitors plan on watching KCTV the next time they visit<br />67% felt the content helps to create a better doctor-patient relationship<br />64% of visitors go shopping on the same day after being exposed to KCTV programming and advertising: drug store/pharmacy (38%) / grocery store (37%)/ mall (8%) / convenience store (3%) /other venues (12%)<br />* Compare to Super Bowl advertising of 12% average brand recall (source: Markitecture Survey)<br />11<br />
  12. 12. Approaching Advertisers<br />Advertisers are buying results – show them the results they want:<br />12<br />
  13. 13. Managing & Sustaining Content<br />Test – Adjust - Optimize<br />13<br />
  14. 14. 5 Key Takeaways<br />Content creates profits<br />Plan smartly – define goals, success metrics and budget to make it happen <br />Invest in an experienced and trusted content partner<br />Test/Adjust/Optimize<br />Invest in third party performance reporting<br />14<br />
  15. 15. Contact<br />Kimberly Sarubbi<br />President<br />Saddle Ranch Productions<br />345 N. Maple Drive, Beverly Hills, CA 90210<br />(310) 746-5652<br />kim@saddleranchproductions.com<br />www.saddleranchproductions.com<br />15<br />

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