BlackBerry Z10 Marketing Campaign
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BlackBerry Z10 Marketing Campaign

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  • Marketa starts here
  • UPDATE THIS SLIDE WITH CURRENT
  • Iris starts here
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  • Jaqueline starts here
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  • Iris starts here
  • 10 cities (2 per city)Increase exposure and word of mouthEncourage physical interaction with product
  • For big cities, instore displaysI like the one that they are already using- can we just use it? We use the same image everywhere anyway
  • Charlotte starts here
  • Partner with “Yoga in The City”/other yoga places Give away 75 free yoga kits to their members and other 75 kits to public (FCFS)Event brochure to be put in “Yoga in The City” placesRock climbing: Camera on top of giant phone, record the momentEvent photos show up on the giant OOH phone, promoting the event
  • How to promote it?Event brochure to be put in “Yoga in The City” placesThrough BB social media channel (FB and twitter)Celebrity buzzerUse celebrity to come and spread info about the event
  • PR
  • Inda starts here
  • Objectives: Example: Reach 60% of target audience a minimum of 3+ times if first 4 weeks of campaign with sustaining R/F of 50R, 3F (Making up)Strategy: How you are going to reach 60% of target audience a minimum of 3+ times (combination of TV, radio, DM, yellow pages, etc.) Print ads- they should be for either weekly or monthly magazines, so they will have a long shelf life, but I agree, let’s add more
  • Make sure it’s accurateFill outI think we are only doing one or tw of the magazines now with the wrap around so we will have more budget for print
  • Make sure it’s accurateFill outI think we are only doing one or tw of the magazines now with the wrap around so we will have more budget for print

BlackBerry Z10 Marketing Campaign Presentation Transcript

  • 1. Work-Life Balance BlackBerry Z10 2013 Campaign Team 3 Marketa Novakova Jaqueline Frajmund Putri Arinda Iris Tsai Charlotte Wang
  • 2. CONTENT  BlackBerry Z10 Overview  Competitive Analysis  Consumer Analysis  Strategies/Objectives  Target Audience  Big Idea  Creative  Budget Breakdown  Media Plan  Matrix to Success
  • 3.  Price: $199 with a 2-year plan  Place: All four major U.S. carriers (AT&T, Verizon, Sprint, T-Mobile) are expected to sell the phone; goes on sale in some other countries  Product: Z10- March 21st in the U.S.  Promotion: Advertising/PR/POS/Sales Representatives  Features: BB Hub, BB Balance, BB Video with Screen Share, Keyboard, Time-Shift Camera, BB Enterprise Service MARKETING MIX
  • 4. COMPETITORS’ MEDIA AND CREATIVE OVERVIEW SAMSUNG iPhone HTC Budget 2012 $401M $333M $46M Media Channel Used TV, print, billboards, Internet, social media, OOH, events Creative The print ads were focused on: • Advanced technology used • Attacking iPhone For TV Samsung took a more humorous approach Both print and & TV have same characteristics: • Simplicity • Focus on the features/app Focused is on how the quality of the camera & sound would benefit customers’ life
  • 5. Who are they? Who are the consumers? Key insights:  Younger users are more likely to own a smartphone  Smartphone users skew male- difference not significant  Total smartphone penetration in US= 53% (February 2013)  Smartphone users tend to come from above average income households SMARTPHONE CONSUMER ANALYSIS Source: Nielsen Mobile Consumer Report 2013 & A Portrait of Today’s Smartphone User by Online Publisher Association, August 2012
  • 6.  Show young professionals that they only need one phone to keep balance in their lives.  Show IT people that they can balance their company’s employees’ corporate and personal needs in one phone.  Convince current users to upgrade their phones. STRATEGIES
  • 7.  For 50% of young professionals to be aware of the new BB Z10 and consider buying  For 60% of IT departments in medium/large companies to be aware of the new BB Z10 and consider buying  For 75% of actual BB users to be aware of the new Z10 and consider upgrading OBJECTIVES
  • 8. Young professionals Companies (IT Teams) Current BB users TARGET AUDIENCE
  • 9. Young Professionals College Graduates Live in urban areas 25-34 years old Mid Income 50K-75K Passionate about work Socially active after work Active on social networks YOUNG PROFESSIONALS
  • 10. Senior Business Analyst 32-YEAR-OLD PATRICK  Checks work e-mail on his phone when away from desk  Outdoor enthusiast  Busy social life  Heavy phone user  Likes to multitask  Prefers to pay bills online
  • 11. Internet 40% TV 35% Radio 15% Print Media 8% Others 2% Proportion of media used per day  91% of the population are Internet users  86% of Internet users are social network users  84% of Internet users are online video viewers  62% of mobile phone users are mobile Internet users YOUNG PROFESSIONALS- MEDIA HABITS
  • 12. Companies Heavy communication through phones and Internet Work with people in other countries Located in Metropolitan Areas Security concern about corporate data Employee number 500< COMPANIES
  • 13. BLUEBERRY INVESTMENT Headquarter: NYC Offices: 10 different cities Employees: 1,000+ Clients: global  Fast-paced  Need to connect with clients all the time  Concern about information security  Heavily rely on communication  Conference calls can happen anytime  Buy highly secure phone for employees
  • 14. B2B MEDIA HABITS  Web searches play an important role in B2B purchasing  More than 40% of B2B purchasing is influenced by word-of- mouth  More than 51% of B2B purchasing is influenced by Industry Press (Print)
  • 15. Current BlackBerry Users Comfortable with BlackBerry Platform Brand Loyal Time to upgrade their phone CURRENT BLACKBERRY USERS
  • 16. 40-YEAR-OLD TARIQ  Founder and CEO of Global Diversity Marketing  Lives in suburbs  Has 2 kids  Loves to travel  Heavy phone user  Very loyal BB user  Huge BlackBerry fan  Wants to know the latest information of BlackBerry
  • 17. Work, Life and the Pursuit of Balance BIG IDEA
  • 18. BlackBerry Z10 3600 Campaign TV • Alicia Keys • BB Guy • Product Placement Print Ad • Magazine • Newspaper • IT Journal OOH • Subway • Highway • Airport • Big Phone Radio • Pandora Ads • Sponsor show Digital • Movement website • Banner ads • Bloggers • SEO Social Media • BB Balance Challenge • Movement • Blogger Events • Launch event • Work Life Balance events • Celebrity endorsements POS • Poster outside store • POS Inside • Brochure Direct Marketing • E-mail • Phone Bills PR • Media Kit
  • 19. BB Z10 LAUNCH PLAN PRE-LAUNCH LAUNCH POST LAUNCH Objective: • Generate buzz • Create awareness of the new Z10 • Stimulate positive press reviews • Engage people to interact with brand Objective: • Generate buzz • Create awareness of the new Z10 • Stimulate positive press reviews • Engage people to interact with brand Support: • TV • Print • PR • Direct Marketing • Social Media • Digital • Launch event Support: • TV • Print • Radio • OOH • Movement • Event • PR Objective: • Maintain Z10 presence in the media • Engage people to interact with brand Support: • TV • Print • Radio • OOH • Social media • Digital • PR Time Frame: January-March Time Frame: March-May Time Frame: June-October
  • 20. BB Z10 FOCUS CITIES New York, Los Angeles, Chicago, Houston, Philadelphia, Phoenix, San Francisco, Seattle, Boston, & Washington D.C.
  • 21. V Launch Event Insights • BBZ10 needs publicity to generate buzz about the product Objectives • Introduce & increase awareness of BBZ10 to key people (media, bloggers, corporate partners) Where? • Lincoln Center, Manhattan, NY How to measure? • # of viewers in YouTube • PR value from media who attend the events LAUNCH EVENTS
  • 22. LAUNCH EVENT Lincoln Center Jan.31st, 2013 7:00pm-8:30pm
  • 23. 1. The Release of Alicia Keys’ new song: “The Balance of Love” LAUNCH EVENT HIGHLIGHTS Broadcast online: BlackBerry Official YouTube page 2. Hors d'oeuvre & desserts with BBZ10 theme
  • 24. TV V V Alicia Keys (30 sec) Insights Objectives • Increase brand awareness • Show the features of Z10 – with emphasis on balance • Introduce the concept of the Balance Movement • Build relationship with customer • Generate buzz in social media • Link BlackBerry with balance • Increase brand awareness Where? How to measure? • GRPs, Reach, Share, • GRPs, Reach, Share • Alicia Keys is a well-recognized celebrity and the BB brand ambassador • Celebrities stand out from clutter, and ads are more likely to be noticed if they include celebrities • The BB guy reflects how “people like you” can find their balance and be amazing at the same time BB guy (30 Sec) • Super Bowl (1 min) • National Broadcast • Cable • YouTube Channel/Social Media • Social Media • Cable • National Broadcast
  • 25. Action: Alicia Keys walks out of her hotel exit and onto the sidewalk with her assistant. She looks at him and starts talking to him. Alicia: “Busy agenda today, Sheldon!” Action: Sheldon makes a serious face and starts telling her what she has on her agenda, looking at his old phone and notebook. Sheldon: “At 1pm you are meeting with press, at 2:30 you have a Skype interview with…” 1 2
  • 26. Action: Shot of Alicia with her BB. But, before Sheldon can even finish his sentence, Alicia is already looking at photos on her BBZ10. Sheldon: …“choose the dress for the press conference”…. Action: The camera stays on Alicia. In a wider shot we can see her magically changing into different dresses while she’s walking on the street depending on which one she is looking at on her phone. As she looks at different dresses, her outfit changes to those dresses, too. Alicia nods at a few as if she likes them. 3 4
  • 27. Action: Sheldon composes himself and continues, as if nothing has happened….but Alicia is already talking with her child on her BB… and walking with her son on the sidewalk as if she is with him. Alicia (on phone): “Hey baby, I love your new hat!” Action: Shot of Sheldon with a surprised expression. Action: Alicia changes back to walking in her regular clothes again. She looks at Sheldon, waiting to hear more about her schedule. As he’s talking about personal agenda, she looks down at her phone and sees that her child is calling her. 5 6 7
  • 28. Action: Again, Sheldon can’t hide his amazement. Action: Her son disappears again and everything is normal. Action: Both of them, Alicia and Sheldon, enter Carnegie Hall together. 8 9 10
  • 29. Action: Inside Carnegie Hall, Alicia takes a photo of the stage where she will be performing later that night. Action: A close up shot of the BlackBerry Z10 shows her adding the photo to her Twitter account and sending it out to her fans. Tweet reads: Why choose one when you can have both? #worklifebalance 11 12
  • 30. Action: She turns to him and extends a brand new BB with a red ribbon around it, giving him a kiss on the cheek. Alicia: Thank you, Sheldon. I couldn’t have kept everything together without you! Action: Alicia is inside the dressing-room with Sheldon, who looks a little sad with his notebook and old phone. 13 14
  • 31. Action: Alicia comes on stage of her show and starts singing and fans are cheering. The music dims a little and a voice over of Alicia starts. Alicia: With my BlackBerry Z10, I can have the best of my two worlds without loosing any balance. 15
  • 32. Action: The shot turns to Sheldon, who is still in the dressing room and playing with his new phone. He is so excited. His outfit changes to a Star Trek outfit as he searches the show on his phone. Work, Life and the Pursuit of Balance Action: Alicia’s voice is heard again as the new phone appears on the screen with the slogan as she reads it. Also, the locations of where the phone can be purchased and the URL will appear. Alicia: BlackBerry Z10: Work, Life and the Pursuit of Balance 16 17
  • 33. PRODUCT PLACEMENT Insights Objectives Where? How to measure? V • Show BB Z10 via a different media • Generate buzz in media • Emphasis on balance concept • Brand health track • Alicia’s new song ‘Balance of Love’, reminds people that BB Z10 is all about balance. Product placement on Alicia Keys’ video • Music Video • Social Media • Alicia Keys’ new song: BALANCE OF LOVE • 3 minute video clip • 15x appearance of BB Z10
  • 34. PRINT AD V V Magazines: Business (IT) Insights Objectives • Introduce the features of BBZ10 • Increase brand awareness • Introduce the features of BlackBerry • Increase brand awareness Where? • Business magazines • Female Magazine (ex) • Elle • Marie Claire • Male Magazine (ex) • GQ • Sport Illustrated How to measure? • Brand health track • Brand health track • 50% of IT department use industry print as a main channel in B2B purchase Magazines: Young Professionals • Wired • Information week • CSO • CRNtech • 71% of young professionals read print magazines • Introduce the features of BlackBerry • Increase brand awareness • Brand health track Newspapers • Link BlackBerry with balance • Increase brand awareness • Brand health track • 50% of frequent business travelers read print newspapers more while traveling than at home Newspaper Sleeves • Business hotels: • Marriott • DoubleTree • Hyatt • Hilton • Sheraton • USA Today • Wall Street Journal • WSJ Sunday • New York Times • Los Angeles Times • LA Times Sunday • Washington Post News • 66% of young professionals read print newspapers V
  • 35. MAGAZINE AD - YOUNG PROFESSIONALS
  • 36. MAGAZINE AD - YOUNG PROFESSIONALS
  • 37. MAGAZINE AD - YOUNG PROFESSIONALS
  • 38. MAGAZINE AD - YOUNG PROFESSIONALS
  • 39. MAGAZINE AD - IT
  • 40. NEWSPAPER AD
  • 41. NEWSPAPER AD
  • 42. NEWSPAPER SLEEVE - BUSINESS HOTELS
  • 43. RADIO V V National Radio Sponsorship Insights Objectives • Let young professionals be aware of the launch of BlackBerry Z10 and associate the phone with balance between business and pleasure Where & When? • Sponsor national broadcast of news during morning and afternoon drive times on NPR How to measure? • Arbitron ratings Pandora Banner Ad • Young professionals are listening to the radio on their way to work during their long drives • Young professionals are listening to Pandora on their commutes to work or while at work • Let young professionals be aware of the launch of BlackBerry Z10 and associate the phone with balance between business and pleasure • On Pandora during morning and afternoon commute hours and during work hours • Impressions • Click through rate
  • 44. • National radio sponsorship – Sponsor NPR News – Audience: Young professionals – Timing: • Morning drive times (6-10a.m.) • Afternoon drive times (3-7p.m.) RADIO MEDIA PLACEMENT Z10 Now available Find your balance in one phone. Work, Life and the Pursuit of Balance • Pandora Ad – Targeting: • Demographic • Music preference – Desktop/mobile display Announcer: This news segment was brought to you by BlackBerry Z10. Now available at all major phone retailers. Work, Life and the Pursuit of Balance.
  • 45. OUT OF HOME V V V Airport Billboard Inside Subway Car Highway Insights • "Free Wi-Fi was one of the most common customer comments we received," says spokesperson for Boston's Logan Airport Objectives • Improve BB brand image & brand attitude • Reminder of BlackBerry • Increase brand awareness • Improve brand image • Increase brand awareness Where? • New York (La Guardia) • Chicago • San Francisco • Dallas • Houston • New York • Boston • Washington D.C. How to measure? • Brand health track • Number of visitors to Welcome page • Brand health track • Brand health track • Capture the attention of millions of commuters each day repeatedly • Capitalize on commuters’ long travel time • High chance of people seeing ad repeatedly • Customized placement • 10 focus cities V Big Phone • Encourage engagement between brand and customers • Promote Movement • 10 focus cities • Brand health track • Unique OOH is more likely to create buzz
  • 46. AIRPORT WI-FI Free Wi-Fi Powered by Share your experience with #worklifebalance on Twitter and Facebook. Work, Life and the Pursuit of Balance Z10
  • 47. SUBWAY Subway Handles
  • 48. Now you won’t miss any appointments ever again. Work, Life and the Pursuit of Balance SUBWAY (cont’d) Posters inside subway cars Z10 Now you can see your friends’ status update in one click. Work, Life and the Pursuit of Balance Z10
  • 49. Work, Life and the Pursuit of Balance SUBWAY (cont’d) Now you don’t have to choose between work and life. Join our efforts to make our lives more balanced. Visit bbworklifebalance.com for more info. Work, Life and the Pursuit of Balance Z10 Posters inside subway cars
  • 50. SUBWAY (cont’d) Z10
  • 51. HIGHWAY BILLBOARD (cont’d) Placement strategy: CORRECT Creative strategy: Crooked: Correct: FIND BALANCE IN YOUR LIFE. Work, Life and the Pursuit of Balance 1 2 Z10
  • 52. BLACKBERRY PHONE DISPLAY
  • 53. POS V V V Outside Inside Brochure Insights • Colorful visuals, especially with celebrities, are more likely to attract attention and stand out Objectives • Increase awareness of BBZ10 • Have people go in the store to check out the phone • Engage people with the brand • Convince people that it’s a great phone with many benefits • Introduce the new features of BlackBerry • Provide more information to interested people Where? • AT&T • Verizon • T-Mobile • Sprint • AT&T • Verizon • T-Mobile • Sprint How to measure? • How many people walk by • How many people enter store • How many people interact with displays • How many people take a brochure • Colorful visuals, especially with celebrities, are more likely to attract attention and stand out • Colorful handouts, especially with celebrities, are more likely to attract attention and stand out • People want information to be able to share and study • AT&T • Verizon • T-Mobile • Sprint
  • 54. BackFront Work, Life and the Pursuit of Balance Z10 Now available OUTSIDE OF STORES Work, Life and the Pursuit of Balance Z10
  • 55. INSIDE
  • 56. DIRECT MARKETING V V Phone Bill – Current Users Insights Objectives • Let current users to be aware of the launch of BlackBerry Z10 and encourage them to upgrade • Introduce the new features of BlackBerry Where? • AT&T • Verizon • T-Mobile • Sprint How to measure? • Upgrade Rate • Brand health track Email - Current Users • Current users consider upgrading their phones when their carrier contracts are ending • Current users have high loyalty and want to know the latest information about BlackBerry • Let current users to be aware of the launch of BlackBerry Z10 and encourage them to upgrade • Introduce the new features of BlackBerry • Via database of current users • Click through rate • Number of upgrade • Brand health track
  • 57. Experience the balance you’ve never experienced. Work, Life and the Pursuit of Balance Upgrade your phone to Z10 PHONE BILL FOR CURRENT USERS
  • 58. E-MAIL FOR CURRENT USERS
  • 59. SOCIAL MEDIA V Facebook Contest BlackBerry Balance Challenge Insights Objectives • Promote the idea of Work, Life and Pursuit of Balance. Engage people and attract more fans to BB’s social media account Where? • Facebook • Twitter (promotion) • Website (Promotion) How to measure? • Times BlackBerry Z10 is mentioned • Time BlackBerry Contest is mentioned • Number of fans entering contest • Fans’ engagement • People enjoy participating in contests with the hopes of being the next winner • Contests draw many participants and engage users V Bloggers • Many people read blogs for reviews, inspiration, insight and information • Promote the BBZ10 via blogger channels to have a non-corporate voice talk about the BBZ10 phone and encourage people to learn more about it and buy it • On important bloggers blogs • Measure how many people share links to the particular BBZ10 posts • Measure how many bloggers choose to blog about the phone
  • 60. SOCIAL MEDIA Contestants submit video talking about how they balance their lives 20 selected contestants’ profiles and videos will be uploaded on BlackBerry Event Facebook Page Fans vote by ‘liking’ the video and the top 5 contestants win Winner: TV commercial & Print Ad & Cash Prize Top 2-Top 5: YouTube Commercial & Cash Prize
  • 61. BLOGGER REACH BlackBerry to send the BBZ10 kit to select bloggers The select bloggers write about BBZ10 in their blogs More awareness & credibility to BBZ10 Mechanism: The Selected Bloggers
  • 62. DIGITAL V V Movement Website Insights Objectives • Help Americans improve their lives so they can live balanced lives • Increase positive brand awareness Where? • Bbworklifebalance.com How to measure? • Website visits • Event participation • Online search • Brand health track Website Banner • America is an overstressed nation • Americans are struggling to balance work and life and make time to engage in healthy behaviors • Click through rate • Brand health track • Young professionals are heavy Internet users and search for information online • Show young professionals that there is a new BlackBerry phone and where they can buy it • Display network – Google ad
  • 63. MOVEMENT WEBSITE
  • 64. MOVEMENT WEBSITE Work Life Balance Tips Events Page Share Your Story
  • 65. Insights Objectives • Increase brand awareness • Improve brand image • Spread awareness via word-of-mouth about work life balance movement Where? • Washington D.C. • Boston • Houston How to measure? • Brand health track • Klout score • # of people who attend Work Life Balance Event WORK LIFE BALANCE EVENTS • NYC • San Francisco • Chicago • Work Life Balance movement needs publicity to generate buzz and stretch it throughout the year • People are overstressed and need outlets for de- stressing
  • 66. WORK LIFE BALANCE EVENT BBZ10 Rock Climbing WallMass yoga Wall Street + ‘Yoga in The City’
  • 67. NYSE, New York Capitol Hill, Washington D.C. Union Square, San Francisco Galleria Financial Center, Houston Post Office Square, Boston 311 South Wacker Park, Chicago Where? WORK LIFE BALANCE EVENT CONCEPT
  • 68. Magic Johnson Basketball Player 1.4mio followers 89 kloutscore Kathy Ireland Model, Entrepreneur 134k 82 klout score Bill Rancic Entrepreneur 415K followers 82 klout score Gabrielle Union Actress 1.5m 85 klout score Kyle Richards TV Personality 626k followers 82 klout score Rosario Dawson Actress 400k followers 85 klout score Whitney Port TV personality, Designer 950k followers 81 klout score Rachael Ray TV personality, Cook 930k followers 84 klout score Derek Hough Dancer, Musician, Actor 354k followers 83 klout score Ken Jeong Comedian, Actor 460k followers 83 klout score WORK LIFE BALANCE EVENT CONCEPT
  • 69. Large Rectangle 336 x280 Wide Skyscraper 160 x 1600 DIGITAL BANNER ANNOUNCEMENT AD BlackBerry Z10 Now available Find your balance in one phone. Work, Life and the Pursuit of Balance Z10 Now available
  • 70. Wide Skyscraper 160 x 1600 Z10 Work, Life and the Pursuit of Balance BLACKBERRY BALANCE CHALLANGE BANNER AD Join us in the BlackBerry Balance Challenge ? ? Win $50,000 and be in our next TV Commercial Z10 Large Rectangle 336 x280 Join us in the BlackBerry Balance Challenge Work, Life and the Pursuit of Balance ? Win $50,000 and be in our next TV Commercial
  • 71. PR KIT V PR Kit Insights • BlackBerry has slightly fallen out of the public eye, but many people want to be informed about the brand and what the brand is doing Objectives • Have media outlets write about BlackBerry to increase awareness of the new phone and the brand Where? • Send to all media outlets How to measure? • How many media outlets write about BlackBerry
  • 72. CREATIVE BUDGET Total budget $25,000,000 Event, 41% TV, 12% Radio, 0% OOH, 7% Digital, 1% Social media, 1% Print ad, 1% POS, 35% Direct marketing, 0% PR, 1% Testing, 0% Product Placement, 1% EVENT Launch Event 20% Yoga events (5 cities) 33% Wall Street 35% Yoga Mat 0% HUGE rock climbing wall 8% Celebrity Appearance Fees 4% OOH Airport (5 billboards in each airport) 2% Highway (5cities/4 sets of billboard in each) 7% Subway (NY, Boston, D.C.) 6% Big Phone OOH 85% POS Poster outside store 14% POS-inside 45% Brochure inside store 41% TV TV Ad #1-Alicia 50% TV Ad #2-BB Guy 50%
  • 73. MEDIA BUDGET Total budget: $100,000,000 Event 2% TV 72% Radio 2% OOH 3% Digital 14% Social media 0% Print ad 5% POS 1% Direct marketing 1% Misc Items 0% TV TV Ad #1-Alicia 61% TV Ad #1 Alicia Superbowl 4% TV Ad #2-BB Guy 35% OOH Airport 20% Highway 78% Subway 2% DIGITAL Website - Movement 0.0% SEO 0.3% Banner Ads 99.3% Bloggers 0.4% PRINT AD Print Ad #1-IT 8% Print Ad #2-Alicia 57% Print Ad #3-BB Guy 34% Newspaper sleeves 1% RADIO Pandora: Desktop and/or Mobile 98% Sponsor radio news 2%
  • 74. TV MEDIA BUDGET DISTRIBUTION Channel Time Target Audience Spot Average Cost National ABC Week Days Morning & Prime Time Business Professionals 30 second spot $105,000 NBC $80,000 FOX $180,000 CBS $105,000 $34,000 Cable CNN Week Days Morning & Prime Time FOX News $12,000 MSNBC $11,200 ESPN Prime Time 25-34 Male $45,000 HBO Prime Time 25-34 Male and Female $20,000
  • 75. PRINT MEDIA BUDGET DISTRIBUTION Media Daily/Weekly/Monthly Target audience Circulation Size Cost USA Today Daily Business Professionals 1.8M 1/2 page $259,000 WSJ Daily Business Professionals 1.5M $183,630 WSJ Sunday Weekly Business Professionals 5.8M $94,680 New York Times Daily Business Professionals 1M $71,520 Los Angeles Times Daily Business Professionals 0.6M $70,000 LA Times Sunday Weekly Business Professionals 0.9M $48,274 Washington Post Daily Business Professionals 0.6M $21,547 ELLE Monthly 24-35 Female 1.1M DPS $155,680 Marie Claire Monthly 24-35 Female 0.9M $141,855 GQ Monthly 24-35 Male 0.9M $169,098 Sports Illustrated Monthly 24-35 Male 3.1M $396,660 Business Week Weekly Business professionals 1M DPS $161,000 Forbes Biweekly 900k $178,000 Economist Weekly Business professionals & policy makers 820k $120,000 Harvard Business Review Monthly Business professionals & students 250k $44,000 Business Week Weekly Business professionals 1M DPS $161,000 Wired Monthly Young tech-savvy male readers 837,966 Single Page $125,327 Information Week Monthly B2B 220,000 $58,,860 CSO Monthly Corporate security executives 27,000 $13,525 CRNTech Monthly IT Community 100,000 $13,000
  • 76. MEDIA CALENDAR-2013
  • 77. MEDIA CALENDAR-Q1
  • 78. MEDIA CALENDAR-Q2
  • 79. MEDIA CALENDAR-Q3
  • 80. MEDIA CALENDAR-Q4
  • 81. MEDIA CALENDAR – MONTHLY GRPS Frequency Reach GRP% TV National Broadcast 60 75% 4500 Cable 60 75% 4500 Radio Digital Radio 60 70% 4200 National Radio 60 70% 4200 OOH Highway 50 70% 3500 Subway 120 70% 8400 Airport Billboard 60 70% 4200 Big phone 120 70% 8400 Print Magazine - IT 60 90% 5400 Magazine - Consumer 60 80% 4800 Newspaper 60 75% 4500
  • 82. SUMMARY OF ROI MEASUREMENT Measurement Tools: • Brand health track • Focus group discussions • Surveys/Interviews Great sales performance Increase brand awareness (aided and unaided) Increase brand image/perception TV Print Ad Digital • Tracking studies: • Awareness • Recall • Purchase Intent • Recall test • Recognition test • Impressions • Click through rate • Purchases via ad Event OOH POS • Number of attendees • Presence in media • Awareness of BB • Brand perception • Impressions • Number of people using Wi-Fi • Impressions • Foot traffic