National Youth Media Campaign


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  • National Youth Media Campaign

    1. 1. NATIONAL YOUTH MEDIA CAMPAIGN Media Plan Recommendation April, 1998
    2. 2. Table of Contents <ul><li>I. Media Plan Development Process </li></ul><ul><li>II. Overall Media Objectives </li></ul><ul><li>III. Media Strategies </li></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>National/Local Media Balance </li></ul></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><li>Communication Goals </li></ul></ul><ul><ul><li>Budget </li></ul></ul>8 10 12-16 17 18 19-20 21 22 Page
    3. 3. <ul><li>IV. Media Tactics </li></ul><ul><ul><li>Recommended Media Elements </li></ul></ul><ul><ul><li>Multi-Media Corporate Packages </li></ul></ul><ul><ul><ul><li>Media Events Approach </li></ul></ul></ul><ul><ul><ul><li>Existing Media Events </li></ul></ul></ul><ul><ul><ul><li>Custom Made Media Events </li></ul></ul></ul><ul><ul><ul><li>Media Plan Elements </li></ul></ul></ul><ul><ul><ul><li>National Television </li></ul></ul></ul><ul><ul><ul><li>National Radio </li></ul></ul></ul>Table of Contents 24 25-29 25-29 30 31 32-36 38-43 44 Page
    4. 4. <ul><ul><ul><li>National Print </li></ul></ul></ul><ul><ul><ul><li>In-School </li></ul></ul></ul><ul><ul><ul><li>Cinema </li></ul></ul></ul><ul><ul><ul><li>Video Arcades </li></ul></ul></ul><ul><ul><ul><li>Local Television </li></ul></ul></ul><ul><ul><ul><li>Local Radio </li></ul></ul></ul><ul><ul><ul><li>Local Newspaper </li></ul></ul></ul><ul><ul><ul><li>Out-of-Home </li></ul></ul></ul><ul><ul><ul><li>Prototypical Online Media Plan </li></ul></ul></ul>Table of Contents IV. Media Tactics <ul><ul><ul><li>45-46 </li></ul></ul></ul><ul><ul><ul><li>47-48 </li></ul></ul></ul><ul><ul><ul><li>49 </li></ul></ul></ul><ul><ul><ul><li>50 </li></ul></ul></ul><ul><ul><ul><li>51-53 </li></ul></ul></ul><ul><ul><ul><li>54-55 </li></ul></ul></ul><ul><ul><ul><li>56 </li></ul></ul></ul><ul><ul><ul><li>57-58 </li></ul></ul></ul><ul><ul><ul><li>60-72 </li></ul></ul></ul>Page
    5. 5. Table of Contents <ul><li>V. Recommended Media Plan </li></ul><ul><ul><li>Spending Allocation/Flowcharts </li></ul></ul><ul><li>VI. Media Plan Delivery Analysis </li></ul><ul><li>VII. Media Match Strategies </li></ul><ul><li>VIII. Conclusion </li></ul><ul><ul><li>74-81 </li></ul></ul><ul><ul><li>83-84 </li></ul></ul><ul><ul><li>86-87 </li></ul></ul><ul><ul><li>89 </li></ul></ul>Page
    6. 6. <ul><li>IX. Appendix </li></ul><ul><ul><li>“A Day In The Life” of the Target Audience </li></ul></ul><ul><ul><li>Target Audience Media Usage Analyses </li></ul></ul><ul><ul><li>CPM Analysis </li></ul></ul><ul><ul><li>Planning Cost Assumptions Summary </li></ul></ul><ul><ul><li>Print Ranking Report </li></ul></ul><ul><ul><li>Sample Local Radio Ranking Report </li></ul></ul><ul><ul><li>Considered Media Elements Summary </li></ul></ul><ul><ul><li>TV Wear-out Analysis </li></ul></ul>Table of Contents
    7. 7. I. Media Plan Development Process
    8. 8. Media Plan Development Process <ul><li>Coordinated effort including input from ONDCP, Creative Media, Porter Novelli, PDFA and Campaign Design Expert Panel. </li></ul><ul><li>Innovative approach to media plan given the need to break through and stand out. </li></ul><ul><li>Conservative estimates used to allow for realistic, achievable objectives. </li></ul><ul><li>Bates/Zenith incorporated recommended media plan strategies into the planning and execution of Phase I. </li></ul>
    9. 9. II. Overall Media Objectives
    10. 10. Overall Media Objectives <ul><li>Elevate the awareness and profile of the anti-drug campaign to levels previously unobtainable via the use of solely pro bono support. </li></ul><ul><li>Provide levels of reach and frequency of exposure which will provide an effective continuous presence for the anti-drug campaign, recognizing that drug abuse is an everyday problem. </li></ul>
    11. 11. III. Media Strategies
    12. 12. Target Audience Emphasis Youth 9-10 12.5% Youth 11-13 25% Youth 14-18 12.5% Other Adult Influencers 10% Parents 40%
    13. 13. Media Buying Targets <ul><li>Media Buying Targets </li></ul>Campaign Targets Youth 6–11 12–18 9 10 11 12 13 Parents and Other Adult Influencers Adults 25–54 14 15 16 17 18
    14. 14. Target Audience <ul><li>Marketing Targets </li></ul><ul><li>Primary: Youth ages 9-18 </li></ul><ul><ul><li>Primary focus on middle school </li></ul></ul><ul><ul><li>Secondary focus on high school </li></ul></ul><ul><ul><li>Tertiary focus on late elementary </li></ul></ul><ul><li>Secondary: Parents and other primary caregivers of youth ages 9-18 </li></ul>
    15. 15. Target Audience <ul><li>Marketing Targets </li></ul><ul><li>Tertiary: Other youth influentials (e.g. other adult family members, older siblings, teachers, principals, coaches, faith community, youth group leaders, mentors, health care providers, celebrities) </li></ul><ul><li>Ethnic target segments will be delivered proportionate to their representation within the population. </li></ul>
    16. 16. Target Audience <ul><li>The media plan is inclusive in its delivery of all ethnic segments that compose the target audience: </li></ul>29 MM (11%) 195 MM (73%) 10 MM (4%) 32 MM (12%) Source: 1990 Census 2 MM (<1%)
    17. 17. Geography <ul><li>Provide national support recognizing that drug abuse is a nationwide problem. </li></ul><ul><li>Utilize local media vehicles in order to allow for localization of advertising messages. </li></ul><ul><ul><li>Support community-based anti-drug organizations </li></ul></ul><ul><ul><li>Encourage corporate partnerships at a local level </li></ul></ul><ul><ul><li>Maximize media match potential </li></ul></ul>
    18. 18. National/Local Media Balance <ul><li>Media usage must balance the inherent economic efficiency of national media vs. the need to localize messages and connect with important grass-roots activity. </li></ul><ul><ul><li>On average, teen-directed local media carries a 37% premium vs. national media elements </li></ul></ul><ul><li>The communication strategy calls for the achievement of the following message delivery objectives: </li></ul><ul><li>Adults Youth 9-18 </li></ul><ul><li>National Messages 90% 50% </li></ul><ul><li>Localized Messages 10% 50% </li></ul>
    19. 19. Scheduling Strategies <ul><li>Create high impact “Media Events” during the year (i.e., quarterly) to generate significantly higher awareness levels than would be provided by a purely continuity-based plan. </li></ul><ul><li>Build “Media Events” around high rated, high profile television events, while allowing for scheduling flexibility pending final negotiated television packages. </li></ul><ul><li>Provide effective sustaining media levels to bridge periods in between the “Media Events.” </li></ul>
    20. 20. Scheduling Strategy
    21. 21. Communication Goals <ul><li>The media plan has been built using a “task-based” approach. </li></ul><ul><li>The combination of media elements will achieve desired communication effectiveness. </li></ul><ul><li>The stated target audience reach/frequency goal is 90/4.0 on a weekly basis. </li></ul><ul><li>During select times of year, advertising will be at even higher levels to create large spikes of awareness, visibility and impact. </li></ul>
    22. 22. Budget <ul><li>Develop the paid annual media plan using a budget of $150MM gross. </li></ul>
    23. 23. IV. Media Tactics
    24. 24. Recommended Media Elements <ul><li>NATIONAL </li></ul><ul><li>National Television </li></ul><ul><li>National Radio </li></ul><ul><li>National Print </li></ul><ul><li>LOCAL </li></ul><ul><li>Local Television </li></ul><ul><li>Local Radio </li></ul><ul><li>Newspapers </li></ul><ul><li>Out-Of-Home </li></ul>Multi-Media Packages Special TV Events In-School Cinema Video Arcades Online
    25. 25. The Corporate Media Partnerships Approach <ul><li>Campaign objectives will best be served by elevating the negotiation of media components to the highest corporate levels within multi-media companies. </li></ul><ul><ul><li>Maximizes the potential of the Media Match </li></ul></ul><ul><ul><ul><li>Recognizes varying intra-company demand on media inventory </li></ul></ul></ul><ul><ul><li>Leverages full marketing synergies </li></ul></ul><ul><ul><ul><li>Maximizes the use of both traditional and non-traditional media components </li></ul></ul></ul><ul><ul><li>Encourages the involvement and commitment of top management </li></ul></ul><ul><ul><ul><li>Increases the likelihood of successful and coordinated execution </li></ul></ul></ul>
    26. 26. Potential Corporate Media Partners <ul><li>CBS TV Network </li></ul><ul><li>Nashville Network </li></ul><ul><li>Country Music Television Network </li></ul><ul><li>CBS Radio Network </li></ul><ul><li>NBC Radio Network </li></ul><ul><li>The NeXt Net </li></ul><ul><li>Westwood One Radio Networks </li></ul><ul><li>TDI </li></ul><ul><li>ABC TV Network </li></ul><ul><li>ABC Radio Networks </li></ul><ul><li>ESPN Networks </li></ul><ul><li>Disney Magazine </li></ul><ul><li>Radio Disney </li></ul><ul><li>Theme Parks </li></ul><ul><li>Home Videos </li></ul><ul><li>Fox Broadcasting </li></ul><ul><li>Fox Kid’s Network </li></ul><ul><li>Fox Sports Net </li></ul><ul><li>Fox Family Channel </li></ul><ul><li>FX </li></ul><ul><li>News America Digital Publishing </li></ul><ul><li>News America FSI </li></ul><ul><li>TV Guide </li></ul>
    27. 27. Potential Corporate Media Partners <ul><li>NBC TV Network </li></ul><ul><li>MSNBC </li></ul><ul><li>CNBC </li></ul><ul><li>DC Comics </li></ul><ul><li>NBA </li></ul><ul><li>Inside Stuff </li></ul><ul><li>Parenting </li></ul><ul><li>People, Teen People </li></ul><ul><li>Sports Illustrated </li></ul><ul><li>SI for Kids </li></ul><ul><li>Time, Time for Kids </li></ul><ul><li>WB </li></ul><ul><li>CNN, CNN/SI </li></ul><ul><li>TBS </li></ul><ul><li>TNT </li></ul><ul><li>Cartoon Network </li></ul><ul><li>Home Videos </li></ul><ul><li>Online </li></ul><ul><li>Direct Mail </li></ul><ul><li>Book/CD Clubs </li></ul><ul><li>Cable/Magazine Bills </li></ul>
    28. 28. Potential Corporate Media Partners <ul><li>Primedia </li></ul><ul><li>Channel One </li></ul><ul><li>Cover Concepts </li></ul><ul><li>Lifetime Learning Systems </li></ul><ul><li>Seventeen </li></ul><ul><li>Weekly Reader </li></ul><ul><li>MTV </li></ul><ul><li>Nickelodeon </li></ul><ul><li>Nick-At-Nite </li></ul><ul><li>VH-1 </li></ul><ul><li>Blockbuster </li></ul>
    29. 29. Potential Corporate Media Partners <ul><li>Electronic Communication Boards in High Schools </li></ul><ul><li>Teen/Teachers Web Sites </li></ul><ul><li>Custom Events/Promotions </li></ul><ul><li>Custom Elementary, Junior High and High School Programs </li></ul><ul><li>Sampling/Distribution </li></ul><ul><li>Retailer Tie-ins (e.g., Toys R Us, Blockbuster) </li></ul><ul><li>Scholastic Magazines </li></ul><ul><li>Book Clubs/Book Fairs </li></ul><ul><li>Classroom Television/Video </li></ul><ul><li>Online Site/In-School </li></ul><ul><li>Television/Movie Production </li></ul><ul><li>Software Clubs/Catalog </li></ul><ul><li>Community Parks Association </li></ul>MARKET SOURCE
    30. 30. Media Events Approach <ul><li>Quarterly “Media Events” will consist of a combination of existing television/media events and custom made media events developed with media partners. </li></ul><ul><li>Existing and custom made media events will provide strong delivery of the target segments, as well as high profile “showcase” environments. </li></ul>
    31. 31. Existing Media Events SPORTING EVENTS AWARD SHOWS
    32. 32. Custom Made Media Events <ul><li>Themed “Touched by an Angel”/ “Walker Texas Ranger” </li></ul><ul><li>Themed Half Hour Comedy </li></ul><ul><li>Cast Member PSA’s in Program </li></ul><ul><li>News Hour/CBS This Morning </li></ul><ul><li>Sports Tags </li></ul><ul><li>Miss Teen USA </li></ul><ul><li>Music Assistance Program </li></ul><ul><li>Ask The Expert Days on CBS O&O’s </li></ul><ul><li>NCAA Tournament Tie-ins </li></ul><ul><li>Grammy Awards Tie-ins </li></ul><ul><li>Themed Interstitials on TGIF and Saturday morning </li></ul><ul><li>PSA’s using Wonderful World of Disney/ TGIF/Sport Figures/ ESPN Talent </li></ul><ul><li>Anti-Drug Program-ming on GMA, WNT, 20/20, Soaps, Sports, etc. </li></ul><ul><li>ESPN/ESPN2 “Cutting Edge Sports” Sponsorship </li></ul><ul><li>Secure Partner to Provide and Distribute Brochure </li></ul><ul><li>Mall Video Kiosks, McDonald’s and American Airlines Exposure </li></ul><ul><li>ESPN Radio Network In-Program Segments </li></ul><ul><li>ABC Radio Network Musician/Celebrity Interviews </li></ul><ul><li>National “No To Drugs” Day </li></ul><ul><li>Disney Drug Awareness Symposium </li></ul><ul><li>Online Tie-ins/Sponsorships with ABC, ESPN and Disney </li></ul>
    33. 33. Custom Made Media Events <ul><li>Teen Saturday Tie-In </li></ul><ul><li>Drug Awareness Day, Week or Month (Themed Line-up) </li></ul><ul><li>“ Party of Five” Episode </li></ul><ul><li>TV Guide Tie-in </li></ul><ul><li>News American FSI </li></ul><ul><li>FOX Kids Network </li></ul><ul><li>FOX Family Channel </li></ul><ul><li>PSA’s on Video Releases </li></ul><ul><li>“ Celebrity” Advertorial Series in Time Inc. Magazines </li></ul><ul><li>Customized DC Comic Books </li></ul><ul><li>NBA Tie-ins Through SI for Kids/Inside Stuff </li></ul><ul><li>US Comedy Arts Special Sponsorship </li></ul><ul><li>Book, CD and Video Clubs </li></ul><ul><li>Cable Bills </li></ul>
    34. 34. Custom Made Media Events <ul><li>MTV News Specials, Movie Awards, Video Music Awards, Sports and Music Festival </li></ul><ul><li>Nickelodeon News Segments, Kids Choice Awards, Nick Takes Over Your School, The Big Help </li></ul><ul><li>Blockbuster Anti-Drug PSA “Loop”, Store Locations used as Entry Point for Marketing Programs </li></ul><ul><li>“ Drug Report Card” </li></ul><ul><li>Channel One Town Hall Event </li></ul><ul><li>Pre-Prom Event in Seventeen Magazine, Weekly Reader and Channel One </li></ul><ul><li>In-School Curriculum Programs (Back-to-School and New Year’s Resolution) </li></ul><ul><li>National PTA Drug Awareness Week </li></ul><ul><li>“ Stay Cool” Summer Program with Channel One, Weekly Reader, In-School, Lifetime Learning Systems (i.e. Summer Camp Program) </li></ul><ul><li> Online Promotion </li></ul><ul><li>Drug Free World Coloring /Craft Project </li></ul><ul><li>Say No To Drugs Essay Contest </li></ul><ul><li>Say No To Drugs Pledge Program </li></ul><ul><li>What Next Traveling Tour </li></ul>MARKET SOURCES
    35. 35. Custom Made Media Events <ul><li>Custom Comic Book Section Series and Distribution </li></ul><ul><li>Teen Poster Contest </li></ul><ul><li>Teen Anti-Drug Pledge </li></ul><ul><li>Sponsored Interactive CD </li></ul>MARVEL/NIGHTINGALE KATZ DIMENSIONS
    36. 36. Custom Made Media Events <ul><li>Music Calender Series Profiling Musicians Whose Lives Have Become Affected by Drug Abuse, Speaking with Band Members, family members. </li></ul><ul><li>On Air “Fantasy Concert” and Interviews with Bands Plagued by Drug Abuse </li></ul><ul><li>Musician and Sports Figure PSA’s </li></ul><ul><li>Incorporate Drug Abuse discussion into Interview Shows/ other Relevant Programming </li></ul><ul><li>Presence at Affiliated Concert Events </li></ul><ul><li>Tie-Ins with Grammy Awards and other major events </li></ul>
    37. 37. Media Plan Elements <ul><li>The ONDCP paid media plan consists of a variety of media elements or “building blocks” which will most effectively deliver Anti-Drug messages to the various target segments. </li></ul>
    38. 38. Media Tactics <ul><li>National Television </li></ul><ul><li>Use national television to provide broad reach among all target segments, and to take advantage of targeted programming opportunities. </li></ul><ul><ul><li>Primetime will provide highest ratings and greatest visibility. ABC/FOX skew recommended due to younger skewing programming. </li></ul></ul><ul><ul><li>Early Morning will provide efficient delivery of the adult target segment, particularly mothers. Talk Show/News formats conducive to initiating drug abuse coverage. </li></ul></ul><ul><ul><li>Cable provides efficient and extremely targeted opportunities to reach all target segments. </li></ul></ul>
    39. 39. Media Tactics <ul><li>National Television </li></ul><ul><ul><li>Sports will provide exposure to all the target segments (particularly adults), and will be a high impact environment to reach the youth targets given the “role model” status of athletes </li></ul></ul><ul><ul><li>NBC’s Saturday Line-up provides highly targeted vehicles for reaching the teen target, as well as the younger kid target </li></ul></ul><ul><ul><li>Kid Network , both Monday-Friday afternoon and Saturday morning, will reach kids, and younger teens as well, in large numbers </li></ul></ul><ul><ul><li>Hispanic Television (i.e., Univision and Telemundo) will provide broad reach among the Hispanic community, within a mix of appropriate adult (primarily) and teen/kid programming environments. </li></ul></ul>
    40. 40. Media Tactics <ul><li>Television Programming Selection Criteria </li></ul><ul><li>Advertise on programs with high ratings and/or composition of the target segments (see TV rankings in appendix), taking efficiency into account as well. </li></ul><ul><li>Seek out opportunities to advertise on “All Family” programming where parents and children are watching together: (e.g., Wonderful World of Disney, Thanksgiving Day Parade, Frosty the Snowman, The Wizard of Oz, ET, etc.) </li></ul><ul><li>Advertise on programs featuring content that would be conducive to an anti-drug message (e.g., programs dealing with teens, family or social issues) </li></ul>
    41. 41. Representative National Television Networks Programming <ul><li>TEENS </li></ul><ul><li>Home Improvement </li></ul><ul><li>Seinfeld </li></ul><ul><li>Friends </li></ul><ul><li>Beverly Hills 90210 </li></ul><ul><li>King of the Hill </li></ul><ul><li>KIDS </li></ul><ul><li>Home Improvement </li></ul><ul><li>Boy Meets World </li></ul><ul><li>Teen Angel </li></ul><ul><li>You Wish </li></ul><ul><li>Sabrina - Teenage Witch </li></ul><ul><li>Wonderful World of Disney </li></ul><ul><li>PARENTS </li></ul><ul><li>Home Improvement </li></ul><ul><li>Seinfeld </li></ul><ul><li>Friends </li></ul><ul><li>Veronica’s Closet </li></ul><ul><li>E.R. </li></ul><ul><li>NYPD Blue </li></ul><ul><li>Touched by an Angel </li></ul>PRIMETIME <ul><li>Family Channel </li></ul><ul><li>TBS </li></ul><ul><li>TNT </li></ul><ul><li>USA </li></ul><ul><li>PARENTS </li></ul><ul><li>BET </li></ul><ul><li>CNN </li></ul><ul><li>ESPN </li></ul>CABLE <ul><li>KIDS </li></ul><ul><li>Cartoon Network </li></ul><ul><li>Nickelodeon </li></ul><ul><li>TEENS </li></ul><ul><li>BET </li></ul><ul><li>ESPN2 </li></ul><ul><li>MTV </li></ul>
    42. 42. Representative National Television Networks Programming <ul><li>Hang Time </li></ul><ul><li>Saved by the Bell </li></ul><ul><li>City Guys </li></ul><ul><li>MLB </li></ul><ul><li>NBA </li></ul><ul><li>NCAA Basketball </li></ul><ul><li>NCAA Football </li></ul><ul><li>NFL </li></ul><ul><li>NHL </li></ul><ul><li>Ultimate Goosebumps </li></ul><ul><li>Disney’s Saturday Morning </li></ul><ul><li>Eerie, Indiana </li></ul><ul><li>Sam & Max </li></ul><ul><li>Space Goofs </li></ul><ul><li>Ninja Turtles </li></ul><ul><li>Life With Louie </li></ul><ul><li>Casper </li></ul>NBC SATURDAY KIDS NETWORK SPORTS
    43. 43. Representative National Television Networks Programming <ul><li>CBS This Morning </li></ul><ul><li>Good Morning America </li></ul><ul><li>Today Show </li></ul><ul><li>Telemundo </li></ul><ul><li>Univision </li></ul>HISPANIC EARLY MORNING
    44. 44. Media Tactics <ul><li>National Radio </li></ul><ul><li>National radio will provide highly efficient delivery of both the teen and adult target segments, and generate significant levels of frequency of exposure among these targets. </li></ul><ul><li>Radio is a favorite medium of teens, and teens are more receptive to advertising messages in radio than any other medium. (Source: Teenage Resource Unlimited, Marketing & Lifestyles Study 1994) </li></ul><ul><li>In addition to general market radio (e.g., ABC and Westwood One Network), ethnic radio networks (e.g., American Urban Radio Networks for African-American and LBC and Hispanic Radio Network for Hispanic) should also be purchased to help deliver these ethnic groups within relevant environments. </li></ul>
    45. 45. Media Tactics <ul><li>National Print </li></ul><ul><li>Print will be used to reach the various age segments, with an emphasis on adults, within targeted and relevant environments. </li></ul><ul><li>The Print Plan will include magazines from a variety of categories to accomplish this goal: </li></ul>Sports Sunday Supplements Teen USA Today Weeklies Women’s Service Educators/School Administrators/Coaches Entertainment/Hollywood Ethnic Kids Music Parenting
    46. 46. Media Tactics <ul><li>Preliminary Print Consideration List </li></ul>
    47. 47. Media Tactics <ul><li>In-School </li></ul><ul><li>In-school media will play a key role in the plan, delivering messages to the primary youth target in a learning environment and in a relevant, interactive manner. </li></ul><ul><li>In-school media will also be used to encourage and solicit the involvement of parents, teachers and other key influencers. </li></ul><ul><li>The in-school Program will likely include the use of the two or more major in-school media companies (i.e., Market Source, Primedia and Scholastic), although other in-school media applications are possible as well. </li></ul>
    48. 48. Media Tactics <ul><li>In-School </li></ul><ul><li>The In-School Program would likely consist of some or all of the following elements: </li></ul><ul><ul><li>Channel One In-School TV </li></ul></ul><ul><ul><li>Weekly Reader/Scholastic Magazines </li></ul></ul><ul><ul><li>Curriculum Programs </li></ul></ul><ul><ul><li>Book Covers/Bookmarks </li></ul></ul><ul><ul><li>Locker Room Gymboards </li></ul></ul><ul><ul><li>Online Applications (e.g. S.T.E.P. Program) </li></ul></ul><ul><ul><li>Electronic Messaging Boards </li></ul></ul><ul><ul><li>High School Newspapers/Magazines </li></ul></ul>
    49. 49. Media Tactics <ul><li>Cinema </li></ul><ul><li>202 markets, 10,050 screens, 30% U.S. </li></ul><ul><li>Movie theater advertising will deliver the anti-drug message to all three target segments with tremendous “Big Screen” impact. </li></ul><ul><li>Moviegoers tend to skew younger, with the highest attendance being among young adults, as well as teens and kids. </li></ul><ul><li>Provides the opportunity to showcase “special creative,” as well as the ability to rotate commercials by geography and/or movie rating (e.g., G, PG, R, etc.). </li></ul><ul><li>Provides the opportunity to extend the message into theater lobbies, distribute information and take advantage of other added value opportunities. </li></ul>
    50. 50. Media Tactics <ul><li>Video Arcades </li></ul><ul><li>125 locations, 66 major markets, 64%U.S. </li></ul><ul><li>Advertising in video arcades will reach predominantly teens 12-17 (47% of audience), and kids 6-11 as well (12%), within a favorite leisure time environment. </li></ul><ul><li>Message delivery likely to be well timed, given the arcades highest usage on weekends and after school. </li></ul><ul><li>Provides opportunity for high impact creative synergistic with video game type graphics. </li></ul>
    51. 51. Media Tactics <ul><li>Local Television </li></ul><ul><li>Schedule support in the top 75 markets (approximately 80% U.S.) to allow for greater localization of messages, as well as greater local matching and corporate sponsorship activities. </li></ul><ul><li>Structure an “early fringe unwired network” to reach primarily kids and teens, but moms as well, during the after school/ pre-dinner time period. </li></ul><ul><li>Timely message delivery will potentially spur dinner conversation on the subject. </li></ul><ul><li>Schedule weight during the primetime access daypart to deliver high ratings among teens, adults and to a lesser degree, kids. </li></ul>
    52. 52. Media Tactics <ul><li>Representative Early Fringe Programming </li></ul><ul><li>TEENS 12-18 </li></ul><ul><li>Ninja Turtles </li></ul><ul><li>Goosebumps </li></ul><ul><li>Power Rangers </li></ul><ul><li>Spider Man </li></ul><ul><li>Life With Louie </li></ul><ul><li>Sweet Valley High </li></ul><ul><li>MOMS/PARENTS </li></ul><ul><li>Oprah Winfrey Show </li></ul><ul><li>Judge Judy </li></ul><ul><li>Ricki Lake </li></ul><ul><li>Home Improvement </li></ul><ul><li>Dr. Quinn-Medicine Woman </li></ul><ul><li>Geraldo Rivera </li></ul><ul><li>Sally Jesse Raphael </li></ul><ul><li>KIDS 9-11 </li></ul><ul><li>Ninja Turtles </li></ul><ul><li>Goosebumps </li></ul><ul><li>Power Rangers </li></ul><ul><li>Bobby’s World </li></ul>
    53. 53. Media Tactics <ul><li>Representative Prime Access Programming </li></ul><ul><li>TEENS 12-18 </li></ul><ul><li>Home Improvement </li></ul><ul><li>Simpsons </li></ul><ul><li>Seinfeld </li></ul><ul><li>Mad About You </li></ul><ul><li>Frasier </li></ul><ul><li>MOMS/PARENTS </li></ul><ul><li>Home Improvement </li></ul><ul><li>Simpsons </li></ul><ul><li>Seinfeld </li></ul><ul><li>Mad About You </li></ul><ul><li>Frasier </li></ul><ul><li>Entertainment Tonight </li></ul><ul><li>Jeopardy </li></ul><ul><li>Wheel of Fortune </li></ul><ul><li>KIDS 9-11 </li></ul><ul><li>Home Improvement </li></ul><ul><li>Simpsons </li></ul>
    54. 54. Media Tactics <ul><li>Local Radio </li></ul><ul><li>Schedule support in top 75 markets (approximately 80% U.S.) consistent with local television support. </li></ul><ul><li>Local radio will be used predominantly to reach teenagers by partnering with the dominant teen station(s) in each market </li></ul><ul><li>Local radio accounts for the differences in musical preferences across markets, and teens often have a strong association with a local station and its personalities. </li></ul>
    55. 55. Media Tactics <ul><li>Local Radio </li></ul><ul><li>Local radio provides tremendous opportunities to tie-in a local station(s) as a partner in the anti-drug effort and to expand the campaign beyond on-air support: </li></ul><ul><li>High School Partnership </li></ul><ul><li>High School Concert Promotion </li></ul><ul><li>Local Celebrity Tie-in </li></ul><ul><li>Concert/Local Market Events </li></ul><ul><li>Poster Contest </li></ul><ul><li>Anti-Drug Pledge </li></ul><ul><li>Sponsor Interactive CD </li></ul>
    56. 56. Media Tactics <ul><li>Local Newspapers </li></ul><ul><li>Newspaper plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities </li></ul><ul><li>Newspapers will provide broad coverage of the local markets and deliver the message within a newsworthy environment. </li></ul><ul><li>Creative messages can be placed within sections of the newspaper dealing with family (e.g., Home Section) or other pertinent editorial. </li></ul><ul><li>Newspapers will help to deliver the message to thought leaders and other key influential groups. </li></ul>
    57. 57. Media Tactics <ul><li>Out-of-Home </li></ul><ul><li>Out-of-Home plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities. </li></ul><ul><li>Out-of-Home will be used to target all three target segments, and provide a consistent reminder message to these targets: </li></ul><ul><ul><li>30 Sheet Posting offers total market coverage plus targeting of schools, playgrounds and parks. </li></ul></ul><ul><ul><li>Shopping Malls provide an excellent opportunity to reach 15-44 age group, which represents 65% of the mall audience. In addition, over 95% of all teens frequent shopping malls 4-6 times per month. </li></ul></ul>
    58. 58. <ul><li>Out-of-Home </li></ul><ul><ul><li>8 Sheet Posters provide good coverage of schools and neighborhood coverage of after school activity areas in concentrated ethnic population areas. </li></ul></ul><ul><ul><li>Bus Shelters provide supplemental coverage in many markets, and are the primary vehicle in some markets due to geographic efficiency. </li></ul></ul><ul><ul><li>Basketball Backboards in school playgrounds will reach kids and teens in urban markets. </li></ul></ul><ul><ul><li>Subway Car Cards/Urban Panels (New York) are highly used by the target segments and are located in close proximity to urban school. </li></ul></ul>Media Tactics
    59. 59. Prototypical Online Media Plan
    60. 60. Online Objectives - Overall <ul><li>Build additional awareness of ONDCP campaign. </li></ul><ul><li>Provide anti-drug information and resources. </li></ul><ul><li>Drive traffic to PDFA and ONDCP sites. </li></ul>
    61. 61. Online Media Objectives <ul><li>Target Audience </li></ul><ul><ul><li>Primary : Internet-enabled Kids 9-11 and Teens 12-18. </li></ul></ul><ul><ul><li>Secondary : Internet-enabled Parents and Educators </li></ul></ul><ul><ul><ul><li>Demographically defined as Adults 25-54. </li></ul></ul></ul>
    62. 62. Online Media Objectives <ul><li>Geography </li></ul><ul><ul><li>National imperative </li></ul></ul><ul><ul><li>Consider emphasis/specific messaging to areas of regional use patterns </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>Schedule advertising to coincide with start of ONDCP general media campaign </li></ul></ul><ul><ul><li>Recognize seasonal usage patterns (e.g., school access — .edu domains — declines in summer) </li></ul></ul>
    63. 63. Online Media Objectives <ul><li>Budget </li></ul><ul><ul><li>Develop conceptual sketch plan at $2.7MM level. </li></ul></ul>
    64. 64. Online Media Strategies <ul><li>Use a mix of highly-visited navigation sites for reach & targeted content areas to build frequency </li></ul><ul><ul><li>Leading navigation sites include AOL, MSN, Netscape, and search engines such as Yahoo! </li></ul></ul><ul><ul><ul><li>Navigation sites are characterized by many, many single visits of short duration = reach. </li></ul></ul></ul><ul><ul><li>Target-rich content areas appealing to kids, teens and parents/educators </li></ul></ul><ul><ul><ul><li>Content areas typically host smaller, more loyal audiences who visit frequently. </li></ul></ul></ul>
    65. 65. Online Media Strategies <ul><li>Use a significant portion of the budget to develop custom package buy on AOL </li></ul><ul><ul><li>Leading commercial online service with 11MM+ subscribers. </li></ul></ul><ul><ul><li>Leading means of Internet access — 40% of all U.S. web users access the Internet via AOL. </li></ul></ul><ul><ul><li>Approximately $1.0MM net to develop 12-month program with custom ONDCP content, teen chat areas, monthly “town hall meetings,” plus ad banner rotation, and so on. </li></ul></ul>
    66. 66. Online Media Strategies <ul><li>Use keywords and targeted topic-area buys on the leading search engines </li></ul><ul><ul><li>Most targeted use of these vehicles </li></ul></ul><ul><ul><li>Deploy keyword “interdiction” strategy — when user types in drug-related term, ONDCP banner is returned at the top of the search results page. </li></ul></ul><ul><ul><li>Use topic areas appealing to kids, teens, parents and teachers </li></ul></ul>
    67. 67. Online Media Strategies <ul><li>Select content areas on the basis of target audience coverage and composition </li></ul><ul><ul><li>Use @Plan, Media Metrix to estimate audience delivery by site </li></ul></ul><ul><li>Use banner response data to refine the online plan and drive the lowest cost-per-click </li></ul><ul><ul><li>“ Pulse” scheduling pattern allows two-weeks in-flight, one week off, to assess results </li></ul></ul><ul><ul><li>Initial benchmark — cost-per-click under $1.00 </li></ul></ul>
    68. 68. Online Media Strategies <ul><li>Utilize network buys such as Doubleclick to test other buy variables </li></ul><ul><ul><li>Time of day, domain, geography, affinity </li></ul></ul><ul><li>Work with content sites to develop co-branded and custom content as part of media match for the buy. </li></ul>
    69. 69. Sample Site Selection <ul><li>Target: Kids </li></ul><ul><li>Disney Blast </li></ul><ul><li>Nickelodeon </li></ul><ul><li>Yahooligans! </li></ul><ul><li>Target: Teens </li></ul><ul><li>Music: AudioNet, MTV, Addicted to Noise </li></ul><ul><li>Movies: Mr. Showbiz, E! Online, Movielink </li></ul><ul><li>Chat: Liveworld </li></ul><ul><li>“ Free-mail:” Juno, HotMail </li></ul><ul><li>Videogaming: HappyPuppy, GameSpot </li></ul><ul><li>General: Suck, Tripod, The Hub, Swoon </li></ul>
    70. 70. Sample Site Selection <ul><li>Target: Parents/Educators </li></ul><ul><li> </li></ul><ul><li>Parent Soup </li></ul><ul><li>Parenting topic areas on search engines </li></ul>
    71. 71. Online Media Plan Overview Broad- Reach Sites Search Engines Keywords Targeted Content Areas ONLINE MEDIA SUPPORT ONDCP Site Adults Kids 9-10 Primary: 11-13 Secondary: 9-10, 14-18 PDFA Site Adults
    72. 72. Prototypical Online Media Plan
    73. 73. V. Recommended Media Plan
    74. 74. Recommended Media Plan Spending Allocation <ul><li>Total Plan — $150MM </li></ul>In-School 9% Radio 8% Television 64% Online 2% Cinema 2% Print 10% Newspaper 1% OOH 4%
    75. 75. Recommended Media Plan — $150MM
    76. 76. Recommended Media Plan Spending Allocation <ul><li>Teens (12-18) — $77MM </li></ul>Radio 14% Television 61% Online 2% Cinema 1% Print 4% OOH 4% In-School 14%
    77. 77. Recommended Media Plan — $150MM <ul><li>Teens 12-18 — $77MM </li></ul>Television Radio Print Video Arcades In-School Cinema Online OOH * Note: GRP figures reflect delivery among 12-17 “media buying” target audience.
    78. 78. Recommended Media Plan Spending Allocation <ul><li>Kids (9-11) — $33MM </li></ul>In-School 4% Television 82% Online 3% Cinema 3% Print 3% OOH 5%
    79. 79. Recommended Media Plan — $150MM <ul><li>Kids 9-11 — $33MM </li></ul>Television Print Video Arcades In-School Cinema Online OOH
    80. 80. Recommended Media Plan Spending Allocation <ul><li>Adults (25-54)— $40MM </li></ul>Radio 7% Television 60% Online 2% Cinema 2% Print 23% Newspaper 4% OOH 4%
    81. 81. Recommended Media Plan — $150MM <ul><li>Adults 25-54— $40MM </li></ul>Television Radio Print Cinema Online OOH Newspaper
    82. 82. VI. Media Plan Delivery Analysis
    83. 83. National/Local Impressions — $150MM Plan Local 51% National 49% Local 11% National 89% Adult Target Youth Target 9 - 18
    84. 84. Recommended Media Plan — $150MM <ul><li>Weekly Reach/Frequency Delivery </li></ul>* Delivery among 18 year olds will be comparable to that of 12-17 “media buying” target audience.
    85. 85. VII. Media Match Strategies
    86. 86. Media Match Strategies <ul><li>Use media match impressions to ensure that there will be available inventory for other Public Service Advertisers. </li></ul><ul><li>Leverage the need to obtain media match impressions in order to make the program a success, during the negotiation process. </li></ul><ul><li>Maximize the percentage of the media match delivered as quantifiable on-air advertising messages, establish minimum acceptable level (e.g., 50% of target audience impressions must be matched in this manner) </li></ul>
    87. 87. Media Match Strategies <ul><li>Maximize the percentage of the on-air media support delivered in targeted dayparts/programming. </li></ul><ul><li>Consider forms of matching in addition to on-air support, which will enhance the impact of the advertising campaign. </li></ul>
    88. 88. VIII. Conclusion
    89. 89. Conclusion <ul><li>Creates a strategic blueprint that achieves established communication level objectives. </li></ul><ul><li>Breaks through clutter through the use of high impact media events followed by strong periods of sustaining activity. </li></ul><ul><li>Utilizes targeted, high-interest program environments that would never be made available as PSA’s. </li></ul><ul><li>Incorporates an innovative approach of enlisting key media partners to create and execute multi-media corporate packages. </li></ul><ul><li>Provides a tremendous head start for buying agency to pursue custom targeted media applications. </li></ul><ul><li>Creates a bridge between the “paid advertising” and “entertainment industry” communication initiatives. </li></ul>
    90. 90. IX. Appendix