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2009 Go Green Live Well
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2009 Go Green Live Well

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2009 Go Green Live Well 2009 Go Green Live Well Presentation Transcript

  • Presents December 8, 2008
  • Go Green Live Well Concept An educational focused, multi-media campaign, designed to encourage NC residents and businesses to continually improve their surroundings and lifestyle by adopting environmentally responsible initiatives and actions. Campaign Goals: 1). Educate consumers on the importance of continued efforts to improve sustainability. 2). Identify & Highlight key Go Green Live Well (sponsor) initiatives vital for healthy growth in the business & residential sectors. 3). Encourage communities to Go Green Live Well through various grassroots efforts (Including those efforts of our sponsors.) In this changing corporate environment, businesses who can showcase their green efforts in a contextually and integrated way will thrive.
  • Weekly Viewers 935,901
        • What is sustainability?
        • The short & long term effects for the community
        • Conservation
        • Recycling
        • Recreation
        • Building Green
        • How to get involved
        • Impact
        • Residential benefits
        • Business benefits
        • On-Going “Go-Green” activities
        • Identify responsible businesses
    Go Green Live Well Multi Platform Opportunities
    • WTVD will produce and air quarterly half hour specials that focus on various sustainability initiatives.
      • Each of these special programs will cover two (or more) environmentally responsible technologies or initiatives.
      • Program sponsors will be invited to underwrite the show (e.g. ‘brought to you by…”.) Sponsors who are able to demonstrate that their service provides measureable conservational/environmental benefits to their end users and/or the community, will be invited to provide content for ½ of the program.
      • Commercial inventory within the program will be divided equally between/among program sponsors.
      • ABC 11 will air a minimum of 15x promotional commercials inviting our viewers to tune-in. Sponsors will be recognized in all on-air and online promotion.
      • Program will air:
        • at 7pm on ABC11 on a date TBD.
        • A minimum of 3 times on ABC11 Plus, our TW digital channel 212.
        • Program will be available to view the remainder of the year on abc11.com
        • Quarterly Program Participation:
    TELEVISION: Half Hour Programming Go Green Live Well Television Half Hour Programs
    • Customized on-air :30 second message(s). Increase sales AND PROFITS by letting the public – PRIMARILY WOMEN - know the benefits of using YOUR PRODUCT. (Sample Monthly Schedule)
    • Monthly Cost: Varies
    TELEVISION: Commercials Go Green Live Well Television Commercials Day Time Program Week 1 Week 2 Women 25-54 Adults A25-54 M-Tu 7-9am Good Morning America 4x 4x 240,000 328,000 M-Tu 10-11am Rachael Ray 4x 4x 136,000 160,000 M-Tu 4-5pm Oprah 4x 4x 264,000 312,000 Sa 6-7am Eyewitness News 2x 2x 44,000 60,000 Sa 7-8am Eyewitness News 2x 2x 52,000 84,000 Su 7-8am Eyewitness News 2x 2x 80,000 152,000 Totals: 18x 18x 816,000 W 25-54 1,096,000 A 25-54 Reached each month:
    • Your ProTech :30 commercial(s) will also be streamed on abc11.com’s Go Green Live Well Section (sample site attached). Ads will hyperlink to your website.
    • WTVD will produce flash web ads to run throughout abc11.com, including the Go Green Live Well Section. (sample sizes of ads attached.) Ads will hyperlink to your website. 100,000 total monthly impressions.
    • Monthly Cost:
    • WTVD will produce and air a variety of :10 and/or :15 second promotional messages to direct viewers to ABC 11.com’s Go Green Live Well splash page for more information. These messages will air monthly and will feature our various sponsors.
    ON LINE: abc11.com Go Green Live Well Online Ads
  • Integrated in our Current Site Featured Content in Media Carousel TWDC’s Ideal Bite Tip Widget Deep Content Blogs Continuously Refreshed Deep Content by Category 300x250 ad space
  • Eco-Friendly* Adults in the ABC OTV Station Markets** Are More Likely to Be in Key Consumer Groups Consumer Categories: % of U.S. Adults 18+ in the ABC Markets** Index 1.6 210 3.3 How to read: 1.6% of adults in the ABC Markets** took three or more personal domestic trips in the past year. 3.3% of adults in the ABC Markets** who are in the target* group took three or more personal domestic trips in the past year. Therefore, adults in the ABC Markets** who are in the target* group are 110% more likely to have taken three or more personal domestic trips than the average adult in the ABC Markets.** Total Adults 18+ Target* Adults 6.5 141 9.1 137 3.4 129 4.4 3.9 128 5.0 9.3 113 10.5 *Adults who have a minimum of two of the following characteristics: 1. Adults who agree completely with: “I buy vehicles that reflect my commitment to support the environment.” 2. Adults who agree mostly with: “I am willing to pay more for a product that is environmentally safe.” 3. Adults who participated in environmental causes/groups in the past year. 4. Adults who recycled products in the past year. **New York, Los Angeles, Chicago, Philadelphia, San Francisco, Houston, Raleigh-Durham, Fresno, Flint-Saginaw-Bay City, Toledo Source: 2008 Spring MRI
  • Adults Who Participate in a Variety of Online Activities Are More Likely to Be Eco-Friendly* in the ABC OTV Station Markets** % of U.S. Adults 18+ (grey bar) or % of Category Adults (green bars) Who Are in The Target* Group in the ABC Markets** 12.2 Index 17.2 141 16.8 138 16.4 134 15.8 130 14.2 116 *Adults who have a minimum of two of the following characteristics: 1. Adults who agree completely with: “I buy vehicles that reflect my commitment to support the environment.” 2. Adults who agree mostly with: “I am willing to pay more for a product that is environmentally safe.” 3. Adults who participated in environmental causes/groups in the past year. 4. Adults who recycled products in the past year. **New York, Los Angeles, Chicago, Philadelphia, San Francisco, Houston, Raleigh-Durham, Fresno, Flint-Saginaw-Bay City, Toledo Source: 2008 Spring MRI How to read: 12.2% of adults in the ABC Markets** are in the target* group. 17.2% of adults in the ABC Markets** who downloaded a TV program in the past year are in the target* group. Therefore, adults in the ABC Markets** who downloaded a TV program in the past year are 41% more likely to be in the target* group than the average adult in the ABC Markets.** ABC Owned TV Station Markets:** Internet Activities/past yr.: