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  • 1. Advertising Campaigns (ADV 625) Syracuse University S.I. Newhouse School of Public Communications June 25, 2009
  • 2. Agenda Situation
Analysis
 
‐
Market
Overview
 
‐
Competition
 
‐
Problems
&
Opportunities
 News21
 
‐
Target
Group
Analysis
 
‐
Creative
Strategy
 
‐
Media
Strategy
 Agency
Recommendations
 1

  • 3. SITUATION ANALYSIS
  • 4. Market Overview • 
The
downfall
of
traditional
media
provides
increased
opportunity
for
online


 journalism

 • 
Americans
who
said
they
got
“most
of
their
national
and
international
news”
 online
increased
67%
in
the
last
four
years
 • 
With
the
number
of
online
news
sites
increasing,
it
makes
it
difJicult
to
retain
loyal
 readers
 “The
Web
is
still
dominated
by
big
media.
Of
the
25
most­visited
news
 websites,
22
were
owned
by
the
richest
100
media
companies.”






































 




 
 

‐Based
on
analysis
of
data
from
Advertising
Age
and
Nielsen
Online
 3

  • 5. Competition Direct

 The
following
websites
are
where
Southern
Californians
18‐29
years
old
obtain
 their
local
news:
 • 
Daily
Trojan
(USC
School
Newspaper)
 • 
Los
Angeles
Times
 • 
Neon
Tommy
(USC
News
Site)
 • 
The
Press
Enterprise

 Indirect

 The
following
are
national
news
websites
where
those
18‐29
obtain
their
news:

 • 
CNN
 • 
Los
Angeles
Times
 • 
MSNBC
 • 
NBC
 • 
New
York
Times
 • 
Time
Magazine
 • 
USA
Today
 • 
Wall
Street
Journal
 [Sources:
Alexa
&
Simmons]
 4

  • 6. Problems • 

Content:
not
fresh
enough
 • 

Tone
of
Stories:
News21
currently
lacks
news
with
a
twist
 • 

Low
number:
of
universities
involved
 • 

Low
interest:
in
local
news
among
18‐29
year
olds
 • 

Cluttered
Market:
Many
sources
where
the
target
can
get
their

 


news
from
 • 

Lack
of
professional
experience:
of
the
student
writers
 5

  • 7. Opportunities • 

General
Topics:
Other
competitors
websites
focus
on
more
general
and
 broad
topics,
there
is
an
opportunity
for
News21
to
address
more
speciJic,
 detailed
feature
stories/news
for
local/urban
developments
in
the
community
 • 

Multiple
Issues:
News21
to
publish
their
content
into
6‐months
issue
 magazines
(two
issues/year)
 • 

More
Colleges:
Increase
the
amount
of
colleges
and
universities
involved
in
 the
product
 • 

Credibility:
This
venture
is
backed
by
strong
names
in
academia
 6

  • 8. NEWS 21 7

  • 9. TARGET GROUP ANALYSIS 8

  • 10. Target Group Age
Group:
18­29
 Gender:
Male
and
Female
 Education:
Students
(Graduate
&
Undergraduate)
and
College
Graduates
 Psychographics
 Some
of
the
personality
traits
of
this
target
group
are:
 adventurous,
daring,
absent
minded,
careless,
authoritarian,
 demanding,
aggressive,
self
centered,
stubborn,
and
headstrong.

 Leisure
Activities
 •


They
visit
Theme
Parks,
State
Fairs
and
Zoos


 •



They
go
to
the
movies
 •



They
attend
comedy
clubs
and
concerts
regularly

 •



They
go
to
night
clubs/bars
regularly
 •



They
listen
to
music
and
enjoy
playing
musical
instruments
 •



They
regularly
play
video
games
 Sources:
Alexa.com;
Simmons,
2005
 9

  • 11. Media Usage • 

The
target
group
is
highly
Internet
active
 • 

They
are
most
likely
to
be
on
the
Internet
 between
1
pm
‐
5
pm
in
the
afternoon
and
10
pm
‐
 3
am
at
night.


 • 

They
listen
to
the
radio,
and
are
more
likely
to
 listen
to
it
the
whole
day.

 • 

Our
target
group
is
more
likely
to
be
captive
 viewers
 • 
Cell
Phone
Usage

 ‐ 
Internet
access
on
their


 mobiles

 ‐ 
Highly
usage
for
text
 messaging

 ‐ 
Play
games
on
mobiles
 ‐ 
Built‐in
cameras


 10

  • 12. Consumer Insights Common Threads based on survey:  •Respondents tended to read or watch news between 8am-6pm “If it affects me, people I know, •Popular news venues included Associated or places I am familiar with, then Press, CNBC, CNN, NBC, NY Times, and I’ll take a look at it.” -Aaron AOL feature stories •Few respondents paid or subscribed to news online “I like to share stories with my friends when “There are too many news channels out there, the stories are very funny, it makes me smile so I tend to check out sites who updates and feel better.” -Fang constantly and often post breaking news.” ~ Yvonne “I like my news short and to the point. I absolutely hate stories that carry on for more than 2 pages (online).” -Caitlin 11

  • 13. CREATIVE STRATEGY
  • 14. Advertising Strategy Positioning
 To
18‐29
year
olds,
News21
is
an
in‐depth
digital
journalism
website
that
 engages
the
active
participation
of
youth
because
it
fosters
an
interest
in
 journalism
by
combining
student‐generated
content
with
the
expertise
of
top
 journalism
schools
across
America.
 Marketing
Objective
 To
increase
page
views
by
2‐6
million
within

 12
months
for
the
News21
website.
 Advertising
Objective
 To
increase
brand
awareness
among
18‐29
 year
olds
by
attaining
a
reach
of
75%
and
a
 frequency
of
3.

 Rationale:
This
is
needed
in
order
to
attain
the
marketing
objective
of
2‐6
 million
page
views.
 13

  • 15. Creative Idea Tagline:
“Everybody
loves
a
great
story!”
 Idea
Execution:
 • 
We
will
place
mini
stories
innovatively
on
websites
and
campus
through
out

 the
advertising
campaign.
 • 
The
mini
stories
are
similar
to
the
stories
covered
on
the
News21
website
 online


 • 

Video−
videos
will
be
made
for
some
stories,
and
 


will
be
placed
on
YouTube,
participating
students’

 


SNS
sites.

 14

  • 16. MEDIA STRATEGY
  • 17. I. Media Plan Campaign
Duration:
ONE
YEAR

 Media
Used

 Internet,
On
Campus,
PR,
Guerilla
Marketing
 Keeping
in
mind
the
budget
considerations,
we
have
come
up
with
two
 plans:
the
Working
Plan
and
Contingency
Plan.

 The
Working
Plan
will
involve
minimal
ad
spends

 and
will
concentrate
more
on
the
free
or
cheaper

 means
of
advertising.

 Incase
we
don’t
get
the
planned
number
of
users
on

 the
News21
website.
We
would
launch
the
 Contingency
Plan
to
support
the
Working
Plan.

 16

  • 18. Media Plan Working
Plan

 Internet:

 • 

Websites
and
online
social
networking
 • 

Widgets
 On
Campus:

 • 

Campus
Quad
and
other
potential
areas
like
walkways,
buildings,
etc.

 • 

Student
Center
 • 

Collaborating
with
the
participant
school's
newspapers
(online
and
print)

 • 

PR
&
Guerilla
Marketing
 Contingency
Plan

 • 

Websites
beyond
Yahoo
and
MSN

 • 

Text
messaging
 • 

iPhone
application

 • 

Collaborating
with
the
participant
school's

 



newspapers
(online
and
print)
 17

  • 19. II. Media Execution: National Energy
Conservation­
Northern
Carolina

 On
Campus
 Based
on
the
story
“Keeping
the
lights
on”

 PR:
The
Big
Idea
‐
"Lights
Out"
 Where:
A
power
outage
would
take
place
on

 Northern
Carolina's
campus
in
high
trafJic
areas
 such
as
the
campus
student
center,
dining
halls
 across
all
dormitories,
or
a
heavily
populated

 academic
building.


 Time:
The
power
outage
would
last
for
60‐120
seconds

 18

  • 20. II. Media Execution: National 




Energy
Conservation:

 







Northern
Carolina

 Internet
Execution

 Based
on
the
story
“Keeping
the
lights
on”

 19

  • 21. II. Media Execution: National Youth
and
Wireless­
Syracuse
University

 Guerilla
Marketing
&
Internet:
The
Big
Idea
‐
"Big
Talker"
 What:
A
News21
student
representative
will
be
dressed
as
a
giant
cell
phone
and
will
be
 speaking
and
passing
out
Jlyers
promoting
News21
and
SU’s
“Youth
and
Wireless”
story.
 Character
Description:
The
“Cell
Phone
Dude”
is
likeable,

 




although
intrusive
and
somewhat
obnoxious
.
Humorous

 




videos
of
his
disruptions
across
campus
and
the
local

 




community
will
be
posted
to
YouTube
and
will
be

 




advertised
on
the
Jlyers
as
well.
 Where:
The
student
center

and
outdoors
on
the
campus
quad
 20

  • 22. II. Media Execution: National Southwestern
Shifts­
University
of
Southern
California
 Guerilla
Marketing
&
Internet:
The
Big
Idea
‐
”You
could…/I
could…"
 Based
on
the
story
“Entrepreneurship
Amid
a
Recession”
 What:
Thought
provoking
phrases
(complete
with
the
News21
website)
will
be
stenciled
 around
campus.
For
instance:
 




















(i.)


At
a
campus
construction
site:
You
could...
build
it
better
 
(ii.)

One
the
side
of
a
campus
building:
You
could...
start
you
own
school
 
(iii.)
On
a
brick
sidewalk:
You
could....lay
it
better
 
(iv.)

In
the
campus
food
court:
You
could...make
it
tastier
 Where:
The
guerilla
advertising
will
be
done
at
all
8
incubator
schools.
On
the
News21
 site,
however,
we
will
create
a
page
called
"I
Could...”
On
this
page,
anyone
can
write
a
 story
or
a
comment
about
what
they
want
to
do,
a
business
they
want
to
start
etc.

 21

  • 23. III. Media Scheduling Flighting
Media
Plan:
 • 

The
campaign
will
be
a
one
year
long
campaign
that
starts
from
summer
 (June‐August)
till
the
fall
semester
(September‐November)
 • 

The
reason
we
chose
summer
and
the
fall
semester
instead
of
the
spring
 semester
is
based
on
the
site's
content
updates
scheduling.

 • 

The
ads
will
basically
run
between
the
months
of
September‐
mid

 December,
and
June
to
August.

 Geographies:
 • 

The
only
difference
between
promoting
News
21
and
USC
is
that
we
are
 aiming
News21
nationally
and
USC
locally.

 • 

Times:

Here
are
two
time
periods
in
the
day
when
our
target
group
 spends
a
lot
of
time
online.
These
time
periods
are
1p.m.–
5p.m.
and
10p.m.–
 3a.m.
We
can
target
our
ads
in
these
time
periods.
 22

  • 24. III. Media Scheduling Media
Flow
Chart
 23

  • 25. IV. Reach & Frequency Frequency
 ‐
Based
on
Dr.
Herbert
Krugman’s
benchmark
“three
plus”
theory
 ‐
Frequency
capping
 ‐
3
exposures
per
individual
 Reach
 ‐ 
Because
frequency
is
fairly
low,
we
expect
a
high
reach.
The
media

 vehicles
have
been
strategically
chosen
have
high
a
viewership/
 readership
to
extend
reach
 ‐ 
We
predict
a
75%
reach
 24

  • 26. V. Budget Allocations • 

The
Budget
is
divided
into
two
phases,
based
on
the
months
we
are
 advertising.
Phase
I
comprises
the
Summer
Semester,
and
Phase
II
comprises
 the
Fall
Semester.

 • 

The
“On
Campus”
includes
both
PR
and
Guerilla
Marketing
 25

  • 27. RECOMMEN- DATIONS
  • 28. Recommendations 1.  Video
news
(speciZically
targeted
to
students
interested
in
journalism
 and
broadcasting):
 


­

We
suggest
USC
post
video
news
on
their
incubator.
 2.


Collaborate
with
photography
students
for
photojournalism
related


 content:
 


­

In
order
to
create
more
interesting
news
content
and
grab
young
people's

 attention
which
creates
a
visual
impact.
 3.


Place
links
for
USC's
incubator
on
USC
website
and
USC
Annenberg:
 


­

We
suggest
to
place
the
incubator's
link
on
both
USC's
ofJicial
website
and
 USC
Annenberg
website
to
drive
more
trafJic
to
the
incubator.

 27

  • 29. Recommendations #4: Redesign of USC Incubator 28

  • 30. Recommendations #5: Goals to Set for Google Analytics In
order
to
gauge
the
performance
of
the
website,
we
recommend
setting
the
 following
goals
in
Google
Analytics
so
as
to
effectively
use
the
data
provided
 through
it:
 • 

Audience
Growth

 

‐

Should
be
measured
both
onsite

and
offsite.

 • 

Average
time
spent
on
the
site
 



‐
Would
tell
us
whether
users
are
reading
an
article
 and
Jinding
it
relevant
 • 

Depth
of
visit
 



‐
Refers
to
the
number
of
pages
visited
by
a
user
at
 one
time.

 • 

Sharing
 


‐
Refers
to
how
many
times
a
particular
article
has
 been
shared,
which
can
be
through
linkbacks,
social
 bookmarks
etc.
 29

  • 31. Recommendations #6: Search Engine Optimization • 

Add
title
tag,
description
tag
and
keywords
tag
in
the
metatags
in
the
html
 pages.





 1.  Title
Tag:
It
deJines
the
title
of
the
document
(which
is
what
users
see
as

 the
title
in
the
search
engines).




 2.  Description
Tag:
This
is
a
short
description
of
the
content
of
the
article.
It
 appears
right
below
the
title
tag
in
the
SERP
(search
engine
results
page).

 3.  Keywords
Tag:
using
keywords
directly
related
to
each
story,
other
 keywords
through
Google
AdWords'
keyword
tool.

 







 •  Add
videos

 •  Tagging
images
and
videos
 •  Adding
site
map
 •  Create
related
inbound,
outbound
links,

 
and
links
within
the
website
 30

  • 32. QUESTIONS?