VOTE YESON PROPOSITION A “ Art is is nation’s mostofprecious heritage.          a   For it in our works art that we reveal...
CASE OVERVIEW                                                                                    2     Our Challenges     ...
CASE OVERVIEW                                                                            3     Target Audiences           ...
OBJECTIVES & STRATEGIES                                                                                    4     Important...
OBJECTIVES & STRATEGIES                                                                                                   ...
OBJECTIVES & STRATEGIES                                                             6     Our Three-Phase Campaign    I. I...
OBJECTIVES & STRATEGIES                                      7     Vehicle Allocation                                     ...
MEDIA EVALUATION                                                                8     Combined Broadcast: $1,150,000      ...
MEDIA EVALUATION                                                                    9     Combined Cable: $1,160,000      ...
MEDIA EVALUATION                                                                        10     Radio (NPR, Drive and Dayti...
MEDIA EVALUATION                                                            11     Print (Full Page B&W): $600,000        ...
MEDIA EVALUATION                                                       12     Internet: $390,000                          ...
MEDIA EVALUATION                                                              13     Outdoor: $50,000                     ...
MEDIA EVALUATION                                                        14     Theater: $50,000                           ...
MEDIA EVALUATION                                                                        15     Additional Recommendations ...
“ The and are anaimportant catalystour economy                                         arts have crucial impact on        ...
THANK YOU                                Questions?©Palmetto Media Scholars 2012
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Washington Media Scholarship Presentation

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Washington Media Scholarship Presentation

  1. 1. VOTE YESON PROPOSITION A “ Art is is nation’s mostofprecious heritage. a For it in our works art that we reveal to ourselves and to others the inner vision which guides us as a nation. –Lyndon Johnson ” CHRIS BEAUREGARD & MADDIE MCDOWELL©Palmetto Media Scholars 2012
  2. 2. CASE OVERVIEW 2 Our Challenges 1. A $900 million bond issue- Proposition A is intended to improve and endow the Pacific City cultural institutions, which include museums, theater, symohony, opera and dance productions. 2. A pool of 40 diverse media outlets-Our team must develop an effective media plan, utilizing our initial budget of $4 million. 3. We were given one month to strategically plan a five month, multi-phase campaign, influencing voters that will hit the polls on June 1st.©Palmetto Media Scholars 2012
  3. 3. CASE OVERVIEW 3 Target Audiences Demographic Primary Audience Secondary Audience Profile Empty Nesters Young and Active Voter Turnout: High – Very High Average Visit Cultural Institutions : Low – Average Average Age: 50 –65, 65+ 18 – 24, 30 - 49 Favorite Media: Newspaper and Television Internet and Mobile Household Income: $100,000 – $250,000+ $50,000 – $150,000 Ethnicity: Varied Asian/Multiracial Percent of PC Population: 23.4 8.4*©Palmetto Media Scholars 2012
  4. 4. OBJECTIVES & STRATEGIES 4 Important Considerations Proposition B Oversaturation Three Phase Strategy Important Adjustments Conserving funds Changing Message • Transportation initiative • Excessive saturation results in • Campaign has a specific end date • Shift in plan to include more • Budget wastefulness • Message should evolve based on • Outdoor • Audience annoyance • Timeframe • Radio • Medium used • Search©Palmetto Media Scholars 2012
  5. 5. OBJECTIVES & STRATEGIES 5 60 Methodology I. The Bubble Chart Comparison (pictured) 50 % always vote in elections • plotted using voting and culture consumer percentages • sized by expenditure 40 II. Data Tables Conditional Formatting 30 • conditional formatting • color-coded vehicles that met or did not meet our needs 20 Buys III. Indices Non-buys Composite Scores 10 • ranked similar vehicles by CPM and reach in our target audience 10 20 30 40 50 Culture consumers as % of group©Palmetto Media Scholars 2012
  6. 6. OBJECTIVES & STRATEGIES 6 Our Three-Phase Campaign I. Informative phase $2,000,000 December 31 – February 24 $1,800,000  $889,000 $1,600,000  Instill awareness $1,400,000 II. Reminder phase $1,200,000 February 25 – April 28 $1,000,000  $1,345,000 $800,000  Keep the issue fresh $600,000 $400,000 III. Hard-Press phase $200,000 April 29 – June 1 $-  $1,766,000 M1 M2 M3 M4 M5  Get out and vote  Vote in favor of Prop. A I. II. III.©Palmetto Media Scholars 2012
  7. 7. OBJECTIVES & STRATEGIES 7 Vehicle Allocation 3% 10% 29% Broadcast Cable 15% Radio Print 15% Internet 29% Other©Palmetto Media Scholars 2012
  8. 8. MEDIA EVALUATION 8 Combined Broadcast: $1,150,000 Dayparts Bought • Early Morning: $175,000 • Daytime & Early Fringe: $75,000 • Late News: $350,000 • Late Fringe: $350,000 1 7 • Primetime: $100,000 Why? • Concentration of target audiences • Primetime for essential exposure • Spanish Programming not efficient©Palmetto Media Scholars 2012
  9. 9. MEDIA EVALUATION 9 Combined Cable: $1,160,000 Vehicles Bought • Daytime News: $220,000 • Primetime News: $150,000 • Daytime Sports: $300,000 • Primetime Sports: $150,000 2 7 • Primetime Info-tainment: $340,000 Channels Recommended Why? • Outdoor Channel • Golf Channel • Secondary audience • ESPN channels (except ESPN Deportes) • High-turnout voters • CNBC • Niche broadcasting, other • Discovery Health • Speed entertainment would dilute message • NHL Network©Palmetto Media Scholars 2012
  10. 10. MEDIA EVALUATION 10 Radio (NPR, Drive and Daytime): $600,000 Vehicles Bought • National Public Radio: $50,000 • News talk: $300,000 • Contemporary, Country, Rock: $50,000 • Sports: $200,000 3 7 Dayparts Recommended Why? • Morning Drive • Afternoon Drive • Awareness • Niche markets • Commuters are a captive audience • Hispanic/urban listeners rarely vote©Palmetto Media Scholars 2012
  11. 11. MEDIA EVALUATION 11 Print (Full Page B&W): $600,000 Vehicles Bought • Pacific City Times: $250,000 • Other local newspapers: $350,000 4 7 Sections Recommended Why? • Sports • Movie, TV and Radio Listings • Reach • Home and Garden • Amount of informational copy • Very popular with frequent voters©Palmetto Media Scholars 2012
  12. 12. MEDIA EVALUATION 12 Internet: $390,000 Vehicles Bought • Local websites: $100,000 • National websites: $175,000 • Pre-roll video: $100,000 •Facebook: $10,000 5 7 • Twitter: $5,000 Websites Recommended Why? •CBSNews.com •FoxNews.com • Cost-efficient •ABCNews.com • Allows for precise targeting •Hulu • Local Events • Blogs©Palmetto Media Scholars 2012
  13. 13. MEDIA EVALUATION 13 Outdoor: $50,000 Vehicles Bought • Digital Signage & Billboards: $50,000 6 7 Why? • Number of impressions • Efficient call to action©Palmetto Media Scholars 2012
  14. 14. MEDIA EVALUATION 14 Theater: $50,000 Vehicles Bought • Movie theater pre-roll: $50,000 7 7 Why? • Diversify our campaign • Secondary audience©Palmetto Media Scholars 2012
  15. 15. MEDIA EVALUATION 15 Additional Recommendations Email Marketing PR Engagement Ambient Media Inexpensive and Effective Useful Media Coverage Non-traditional Methods • 150,000 current subscribers • Press Conferences • Public Performances • Vehicle is low to no-cost • Press Releases • Live Exhibits • Lengthier message content • Media Kits • Promotions • Subscribers consume culture©Palmetto Media Scholars 2012
  16. 16. “ The and are anaimportant catalystour economy arts have crucial impact on for learning, discovery, and achievement in our country. ” – Paul Allen PROJECTED RESULTS  1,467 gross rating points Considerations • Voting and cultural indices  199,407,008 impressions • Media consumption habits • Saturation levels  $20.60 per thousand • Cost-effectiveness • Chronological allocation©Palmetto Media Scholars 2012
  17. 17. THANK YOU Questions?©Palmetto Media Scholars 2012

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