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  • 1. AUSTRALIAN OPEN 2011
  • 2. Focus of Campaign
    • 2,466 Australian companies and government departments
    • Employers of over 400 staff
    • Approx 51,785 people
    • Executives, Senior Managers, General Managers, Heads of Department, CEO
    • Only 30% existing Optus customers
  • 3. Reach & Frequency
    • Campaign Period Dec 2010 – Jan 2011
    • Reach 80% of Target Audience
    • Frequency 3+ times
  • 4. Target Audience
    • Visible Achievement (values segment)
    • 45-55 M/F 70% Male skew
    • AB Quintile
    • Tertiary educated
    • Sydney & Melbourne eastern / inner suburbs
  • 5. Target Audience Persona
    • “ BRIAN”
    • 47 years old
    • 2 adult children
    • Lives in Mosman
    • Executive at ASX 200 Co.
    • Drives Lexus to work in CBD
    • Earns $220k, net worth $1.9m
    • QFF member
    • 8 domestic, 3 APAC flights per yr
    • Uses Laptop, iPad & Smartphone
  • 6. Time spent per weekday
    • Internet (excl e-mail): 65 mins
    • Commercial TV: 48 mins
    • ABC TV: 30 mins
    • Commercial Radio: 25 mins
    • Newspapers: 30 mins
    • Magazines: 14 mins
    • STV: 28 mins
  • 7. Brian’s Media Habits
    • Most reliable source of business & finance news:
    • National Newspapers
    • Internet
  • 8. Brian’s Media Habits
    • Home subscription to AFR & The Monthly
    • Listen to 2GB during drive to work
    • Reads CFO & AFR Boss at work cover to cover
    • Saturday SMH/The Age & Good Weekend
    • Reads QANTAS – The Australian Way monthly
  • 9. Brian’s Media Habits
    • Receives electronic direct mail from:
    • BRW
    • QANTAS Frequent Flyer
    • AFR & AFR Boss
    • SMH / The Age
    • The Australian
  • 10. Brian’s Media Habits
    • Internet Activity:
    • Smh.com.au
    • Asx.com.au
    • Theage.com.au
    • Theaustralian.news.com.au
    • Afr.com
  • 11. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Radio 2GB (mon-fri x 4 breakfast) 20 20 20 20 20 20 20 20 300.00 48,000.00 Magazine AFR BOSS OBC 285x245 1 24,832.50 24,832.50 154,000 AFR BOSS 1st DPS after contents - 285x480 1 39,256.25 39,256.25 154,000 CFO OBC 285x230 1 18,480.00 18,480.00 CFO WALLCHART CALENDAR 1 27,500.00 27,500.00 THE Monthly IFC 275 x 210 1 11,500.00 11,500.00 93,000 QANTAS-The Australian Way Four Colour DPS 285 x 430 1 1 18,188.00 36,376.00 435,000 QANTAS-The Australian Way Four Colour OBC 285 x 220 1 1 12,408.00 24,816.00 435,000 QANTAS-The Australian Way Third Page Vertical Four Colour 285 x 80 3 3 6,468.00 38,808.00 435,000
  • 12. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Newspaper AFR Monday national bellyband 70x657 1 1 1 1 95,943.00 383,772.00 240,000 AFR Qtr page colour 20cmx4 Mon, Wed, Fri "market wrap pg1" position 3 3 3 3 18,443.64 221,323.68 240,000 Sydney Morning Herald (SAT) Full page colour 55cm x 11col 1 1 94,500.33 189,000.66 1,003,000 The Age (SAT) DPS 550x786 Full Colour 1 1 129,699.90 259,399.80 861,000 Good Weekend Full page colour 365 x 288 1 1 43,230.00 86,460.00 1,623,000
  • 13. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Online themonthly.com.au roadblock (100% SOV leader board & MREC) 300x250 + 728x90 - per 30 days 1 1 13,500.00 27,000.00 100,000 afr.com medium rectangle - home page 300x250 - per month 1 1 18,150.40 36,300.80 afrboss.com monthly sponsorship 100% SOV medium rectangle 300x250 1 1 2,035.00 4,070.00 eDM QANTAS Frequent Flyer monthly membership email sponsorship 1 1 0.00 0.00 BRW email sponsorship - daily mon-fri 1 1 1 1 1 1 1 1 3,080.00 24,640.00 11,971 TOTAL 1,501,535.69
  • 14. Outcome of Media Negotiation
    • Sought to book:
    • Double Page Spread (Four Colour DPS 285 x 430) $ 28,700
    • Outside Back Cover (Four Colour OBC 285 x 220) $ 25,600
    • Third Page (3 x $ 8,000) (Third Page Vertical Four Colour 285 x 80) $ 24,000
    • OPTUS maximum rates as per rate card $ 78,300
    • Maximum total potential cost for December & January $ 156,600
    •  
    • Negotiated media placement for total $100,000
    • Resulting in an overall negotiated discount of 56.6% for this media placement.
  • 15. Potential Enhancement
    • Additional 33% of budget ($500,000)
    • Increase reach by 5% (85%)
    • Increase frequency by 1+ (4+)
    • Include print, online & eDM placements in
    • The Australian
    • Business / Entrepreneur / Media / IT / Wealth
    • Travel + Indulgence / The Deal / WE Aus Magazine
    • The Australian iPad App #1 in news category
  • 16.