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AARP Capabilities Presentation for IHOP

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  • Cindy Wanted to share some case studies with you to highlight the effectiveness of health campaigns on aarp.org
  • Carolyn - New units (above the fold, leader board, 300 x 600 half-page)
  • Ihop

    1. 1. 360°Capabilities and IHOP
    2. 2. The Changing Face of the American Restaurant Consumer Boomers 50+ 0 14 mil 33 mil 54 mil 75 mil Annual Share of Family Restaurant/Steakhouse Visits by Age 1994 1999 2004 2009 2014 SOURCE MRI Spring 1994, 1999, 2004, 2009. AARP estimate of 2014 use based on 2009 data adjusted for population change projected by the U.S. Census from 2009 to 2014. 18-34 35-49 50+ 33% 31% 32% 30% 30% 30% 31% 28% 28% 26% 37% 38% 40% 42% 44%
    3. 3. The Bottom Line Age 50+ +382 million Age 18-49 +39 million 91% of growth in dining out over the next five years will come from 50+ 5-Year Change in Restaurant Visits (# of times visited annually) SOURCE MRI Spring 1994, 1999, 2004, 2009. AARP estimate of 2014 use based on 2009 data adjusted for population change projected by the U.S. Census from 2009 to 2014.
    4. 4. Membership Makes the Difference Source Fall 2009 MRI Dine out 5+ times past 30 days Dine out on weekdays Dine out at IHOP 151 89 129 92 123 80 In the past 6 months, 27 million AARP Members have dined out Over 125 million times + They’re more likely than non-members to dine out frequently, on weekdays, and do so at IHOP … and drives sales for the casual dining industry AARP Members Age 50+ Non-Members Index
    5. 5. Boomers Outspend Their Younger Counterparts Boomers account for $2.5 trillion in spending vs. $1.5 trillion for the 25-49 segment
    6. 6. Fueled by Boomers, 50+ is the Largest Demographic Source U.S. Census Bureau In 5 years, 100% of all Boomers will be 50+ (70% right now) 2009 2013 2050 Age 50+ 96 105 161 35 – 49 65 62 81 18 – 34 72 75 96 Population (millions)
    7. 7. About AARP 50+ Advocacy Organization + Founding premise: collective voice/buying power + National + grassroots – every state Mass Reach + 43% of all 50+ are AARP members - 40 million + growing Trusted Brand + Most relevant + trusted brands among 50+ Consumer Mindset + #1 reason to renew is for publications Source: AARP, U.S. Census Bureau
    8. 8. AARP Media Leading media choice for companies who want to reach the 50+ market + Only major media created for and about 50+ Americans + Distinctive lifestyle, news + multi-cultural platforms + 360°assets – print, web, broadcast, events
    9. 9. Capabilities AARP The Magazine <ul><li>Message +/or product life stage targeting </li></ul><ul><li>Mass reach with flexible buying possibilities </li></ul><ul><ul><li>Versions, regions, half circulation = 80 options </li></ul></ul><ul><li>Editorial franchise sponsorships </li></ul><ul><ul><li>Health, finance, beauty, entertainment, home </li></ul></ul><ul><li>Shared insert opportunities </li></ul><ul><li>Retail partnership with Walgreens and Borders </li></ul><ul><li>Companion website, radio + TV shows, events </li></ul>
    10. 11. AARP The Magazine Lifestyle <ul><li>What Written exclusively for 50+ Americans to enhance the quality of their life as they age </li></ul><ul><li>How Three targeted versions that speak to different life stages </li></ul><ul><li>When </li></ul><ul><li>Bi-monthly; 23.5 million rate base </li></ul><ul><li>Companion website </li></ul><ul><li>Weekly radio + television programming </li></ul><ul><li>Consumer events </li></ul>
    11. 12. One Magazine 3 Life Stage Versions
    12. 16. <ul><li>What </li></ul><ul><li>Chronicles + interprets critical issues that </li></ul><ul><li>affect 50+ Americans </li></ul><ul><li>How </li></ul><ul><li>Relevant news, balanced analysis + concise reporting in an accessible format </li></ul><ul><li>When </li></ul><ul><li>+ Monthly to 23.5 million rate base </li></ul><ul><li>+ Weekly television </li></ul><ul><li>+ Daily news website </li></ul>AARP Bulletin News
    13. 17. Capabilities AARP Bulletin <ul><li>Responsive influential + policymaker targeting </li></ul><ul><li>National + partial circulation options </li></ul><ul><li>Editorial platforms </li></ul><ul><ul><li>Public policy, health, finance, consumer protection </li></ul></ul><ul><li>High-impact, half-gatefold opportunities </li></ul><ul><li>Complementary daily website + TV program </li></ul>
    14. 18. Capabilities AARP Online Network <ul><li>AARP Online Network includes AARP.org, AARP The Magazine, AARP Bulletin </li></ul><ul><li>Lifestyle, news + multi-cultural solutions + information </li></ul><ul><li>Core content areas: health, finance, travel, games, and member discounts </li></ul><ul><li>Social networking geared to 50+ </li></ul><ul><li>Exclusive roadblocks, ad packages, sponsorships, in game advertising, microsites, special promotions </li></ul><ul><li>6 opt-in e-Newsletters across several content categories </li></ul>
    15. 19. <ul><li>What </li></ul><ul><li>Access to relevant health, financial, legal, travel, and games content as well as social networking for 50+ </li></ul><ul><li>How </li></ul><ul><li>Highly navigable site open to all online visitors, with additional “AARP member-only” exclusive content </li></ul><ul><li>When </li></ul><ul><li>Daily updates to news, lifestyle, and community content </li></ul>AARP.org Online Network
    16. 23. AARP Presents Orlando@50+ National Event <ul><li>What </li></ul><ul><li>Major U.S. cities </li></ul><ul><li>3 days of face-to-face interaction </li></ul><ul><li>World-class attractions </li></ul><ul><li>30,000 attendees </li></ul><ul><li>How </li></ul><ul><li>Professional event team </li></ul><ul><li>Exhibits, sponsored events, </li></ul><ul><li>entertainment + education </li></ul><ul><li>Database opportunities </li></ul><ul><li>When </li></ul><ul><li>Orlando , September 30- October 2, 2010 </li></ul>
    17. 24. <ul><li>What </li></ul><ul><li>AARP The Magazine Road Show </li></ul><ul><li>Fairs, festivals, music events & more </li></ul><ul><li>Major metropolitan markets </li></ul><ul><li>Over 1 million attendees </li></ul><ul><li>How </li></ul><ul><li>Turn-key event management </li></ul><ul><li>Sampling, activities, sponsorships </li></ul><ul><li>Custom demonstration + screenings </li></ul><ul><li>Booths + exhibits </li></ul><ul><li>Sweepstakes + fulfillment </li></ul><ul><li>Database opportunities </li></ul><ul><li>When </li></ul><ul><li>Spring - Fall annually </li></ul>AARP The Magazine Road Show Regional Events
    18. 32. AARP’S PRIME TIME FOCUS Prime Time Focus is one of the most popular daily news and features series in the country, heard on more than 500 stations. Covering consumer, medical, and cultural topics, Prime Time Focus appeals to thousands of baby boomer and older listeners who tune in to the daily 90-second program and five-minute weekend broadcasts.       + Advertiser’s can underwrite this 90-second program with a 10-second commercial tag for one week (Must be a national buy) + Total estimated impressions: monthly total - 18,240,000 + Underwriting Announcement: live-read of the advertiser message can be incorporated at the beginning or end of the radio program.   Broadcast: AARP RADIO Please Note: Participation pends AARP approval .
    19. 33. Broadcast: AARP RADIO cont’d Host: NPR veteran Alyne Ellis is the new host of Prime Time Focus.  A native Washingtonian, Alyne started her radio career at DC’s public radio station WAMU.  She served as program director at stations in Tampa and Shreveport.  In her twenty years at National Public Radio, Alyne was a highly respected producer and editor, working on stories that aired on All Things Considered and Morning Edition, and other programs, with an emphasis on arts and culture. Alyne is the winner of many awards including the Robert F. Kennedy Award, the Gold Cindy and Unity Award. Broadcast Time: The Monday through Friday Prime Time Focus radio programs are each 90 seconds long, with the weekend edition running five minutes. Stations: Prime Time Focus is not associated with any one network/carrier. A list of the over 500 stations where Prime Time Focus airs can be found on: http://www.aarp.org/aarp/broadcast/aarp_radio/ptf_stations/ Investment: $15,000/ 4-weeks (24 spots) on an average of 500 stations daily
    20. 34. IHOP Opportunities
    21. 35. AARP Research <ul><li>What </li></ul><ul><ul><li>Market consultation </li></ul></ul><ul><ul><li>Expertise on 50+, boomers, psychographics, affinities </li></ul></ul><ul><ul><li>Proprietary research </li></ul></ul><ul><ul><li>Consumer panel – group or custom </li></ul></ul><ul><ul><li>Vista ad effectiveness – every issue </li></ul></ul><ul><ul><ul><li>Custom modules </li></ul></ul></ul><ul><li>How </li></ul><ul><ul><li>Online, mail, phone, focus groups </li></ul></ul><ul><ul><li>Analysis + executive summaries </li></ul></ul><ul><li>When </li></ul><ul><ul><li>Year-round </li></ul></ul>
    22. 36. Members-Only Offer <ul><li>+ Members-Only Offer </li></ul><ul><ul><li>Allows advertisers an opportunity to use the AARP name and AARP Special Member Offer seal in their advertising through a special offer in AARP Media </li></ul></ul><ul><ul><li>Offer must be better than any of advertisers existing offerings to any customer, group or organization at the time </li></ul></ul><ul><ul><li>Offer may be advertised (with seal) in AARP Media </li></ul></ul><ul><ul><li>Offer (without the seal) may be promoted in stores, newspapers, radio or TV directing members to the specific AARP publication or online section in which the offer is described </li></ul></ul><ul><ul><li>Types of offers include: discounts, gift certificates, product feature upgrades </li></ul></ul>*Please note: Some promotion restrictions apply. All details of offer + related promotions must be approved by AARP Policies and AARP General Council. Special Offer exclusive to AARP members
    23. 37. <ul><li>Strategy </li></ul><ul><li>Partner with AARP to launch exclusive </li></ul><ul><li>offers to members; test program in </li></ul><ul><li>AARP The Magazine </li></ul><ul><li>Success </li></ul><ul><li>Results were so strong, Denny’s entered into a multi-year agreement with AARP </li></ul><ul><li>“ The offers are clearly resonating with AARP’s membership…we’re seeing redemptions increase week by week, and we’ve gotten great feedback from the members.” John Dillon, VP marketing and product development for Denny’s Corp. </li></ul>AARP Special Member Offer Generated Sales for Denny’s <ul><li>Objectives </li></ul><ul><li>Attract first-time 50+ diners </li></ul><ul><li>Foster loyalty and repeat business among </li></ul><ul><li>this rapidly growing demographic </li></ul><ul><ul><li>SOURCE: MediaPost News, “Denny’s AARP Pact is Generating Results” 6.16.10 </li></ul></ul>
    24. 38. Members Only Offer Online Component <ul><li>Sponsorships </li></ul><ul><ul><li>Reach AARP members as they explore their financial options with an exclusive two week sponsorship of all Money channel pages </li></ul></ul><ul><ul><li>Highlight Hyundai’s commitment to civic engagement with a sponsorship of the Make a Difference channel for one month </li></ul></ul><ul><li>Display Media </li></ul><ul><ul><li>Targeted presence within Leisure, Travel, Money, News and Family content </li></ul></ul><ul><ul><li>Strong RON presence to drive awareness of member discount among an engaged AARP audience </li></ul></ul><ul><li>E-Newsletters </li></ul><ul><ul><li>Webletter, Money and Family e-Newsletters </li></ul></ul><ul><ul><ul><li>Impressions based on opened e-newsletters to guarantee a 100% open rate </li></ul></ul></ul><ul><ul><li>Exclusive Provider e-Newsletter* 1.2 MM subscribers </li></ul></ul><ul><ul><ul><li>Leverage provider only e-Newsletter to communicate your special offer to the AARP member audience </li></ul></ul></ul><ul><li>Custom Webvertorial* </li></ul><ul><ul><li>Create the perfect platform to educate AARP members of the Hyundai member only offer </li></ul></ul><ul><ul><li>Utilize online media to drive traffic to an exclusive Hyundai webvertorial page within the AARP.org website </li></ul></ul><ul><ul><ul><li>*Customized and created by AARP based </li></ul></ul></ul><ul><ul><ul><li>on sponsor’s design and copy direction </li></ul></ul></ul>4
    25. 39. Chrysler <ul><li>Objective </li></ul><ul><li>Sell Jeep, Dodge and Chrysler cars during 4Q ‘08 </li></ul><ul><li>Strategy </li></ul><ul><li>Create a special offer for AARP members that included a cash incentive for select Chrysler new vehicles </li></ul><ul><li>Success </li></ul><ul><li>Chrysler deemed the program so successful, they ran another Member Only program in 2010 in AARP’s print and digital properties </li></ul>
    26. 40. Healthy Living Program AARP The Magazine + Practical guide to healthy IHOP for Me Menu + 2010 Nov/Dec ATM issue + One full page advertorial runs adjacent to IHOP full page ad   + Commitment and copy point Aug 5 + Space Aug 13/Materials Aug 24 Receive a BONUS advertorial page adjacent to each full-page ad (at net earned rate) running in our Healthy Living special section
    27. 41. Cutest Grandchild Photo Contest AARP Network Contest <ul><li>Overview </li></ul><ul><li>IHOP to partner with AARP in a site-wide contest, designed to connect and engage with AARP members in a unique environment that will build long term brand affinity. </li></ul><ul><li>Opportunity for IHOP </li></ul><ul><ul><li>To be the sole sponsor of AARP’s Cutest Grandchild Photo Contest and have the chance to integrate your brand into all elements of the high-impact promotion. </li></ul></ul><ul><ul><li>Receive exposure from 20+ million promotional impressions! </li></ul></ul>2
    28. 42. Cutest Grandchild Photo Contest Program Components <ul><li>Contest Overview </li></ul><ul><ul><li>AARP.org’s Cutest Grandchild Photo Contest is a 6-week long program, encouraging AARP members to share favorite picture's of their grandchildren. </li></ul></ul><ul><ul><li>Here’s how it works… </li></ul></ul><ul><ul><li>AARP members will head online and will upload a photo of their grandchild into one of the 3 categories: under 2, 2-5, and 5-10 </li></ul></ul><ul><ul><li>Once the upload phase is completed, AARP judges will pick 5 finalists in each category (15 finalists total) </li></ul></ul><ul><ul><li>From there, members will then have the chance to vote on which photo is their favorite! </li></ul></ul><ul><ul><li>3 Grand Prizes and 12 other prizes for the runners up, awarded throughout the contest </li></ul></ul>3
    29. 43. Cutest Grandchild Photo Contest Promotional Exposure <ul><ul><li>IHOP will benefit from three types of promotional exposure with multiple opportunities for integration. </li></ul></ul><ul><ul><li>On-site </li></ul></ul><ul><ul><li>Editorial promotion + display media through high-impact placements </li></ul></ul><ul><ul><li>Custom Goalpost execution; IHOP branding along side railings of all Contest pages </li></ul></ul><ul><ul><li>Creation of IHOP custom landing page, promoted off ‘Thank You’ Contest message </li></ul></ul><ul><ul><li>Offsite </li></ul></ul><ul><ul><li>Paid search, display banners + social media </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>AARP contest email alerts to members </li></ul></ul><ul><ul><li>Editorial promotion within webletter and topic-specific emails </li></ul></ul><ul><ul><li>Opportunity for IHOP to send one time email to all contest registrants post event (AARP to send on behalf of Sponsor) </li></ul></ul>3
    30. 44.
    31. 45. The only major media franchise for and about 50+ Americans