+ YAHOO! Inc. YAHOO! NEWS Lisa Pietrandrea #NMDL
+“YAHOO! NEWS” CampaigningEfforts YAHOO! NEWS has competition throughout the Web for consumer use Google News Bing News CNN Fox News Local News Websites
+ Who To Target: YAHOO! NEWS is in a unique position in regards to target audiences: All demographics/psychographics can be interested in news. Local news National news Global news Very broad in terms of interest/want to know/need to know information. YAHOO! NEWS can try and target all.
+ Creative Concepts “Sit with us, friends.” This builds on the relationship happening between the YAHOO! Inc. brand and consumers. Builds on: Emotions Trust Reliability Friendship Up-to-date information Each factors into what people look for when they are thinking of a news source.
+ Creative Concepts Put Into Action “In The Know” Trust/Reliability Up to date information “Your neighborhood news source” Friendship/relationship Neighborhoods are home People feel comfortable at home/surrounded by friends. “Come sit with us, friends” YAHOO! NEWS is not only a news source YAHOO! NEWS is a friend you can count on to share information with you, and be supportive and reliable.
+ Creative Reasoning With the target market being so broad, YAHOO! NEWS needs to find something that will connect with consumers and make people relate/reach out to them over competition. News can be emotional Everyone gets emotional Emotions can be calmed by those around us Colleagues, friends, family.
+ Key Performance Indicators **Social Media Comments made by consumers Trending topics Is Yahoo! News trending? Competitors? Pins/Re-Pins Facebook likes vs. competitors likes/comments Click Through Rates Number of clicks of the ad/How many times the ad is seen How many times did you predict your ad to be clicked/how many clicks were actually made?
+ Tools & Tactics **Social Media Instagram Impactful—pictures speak a thousand words Images that go along with news stories Images connect with people emotionally, creating a bond where people want to learn more information. Facebook Speaks directly to consumers. Provides communication to consumers Easy Q/A set up. Emails Links Twitter Fast up-to-date information-comparable to news releases on YAHOO! NEWS. People see YAHOO! NEWS tweets and they might go to news.yahoo.com to read full coverage. Google Adwords YAHOO! NEWS can create exactly what they want to say Can use feedback from social media to pinpoint exactly what consumers are looking for in regards to a favored news source. Pay-Per-Click
+ $$ Budget Factors $$ Professional Help Research $250/hour pay for professional agency How much money does YAHOO! NEWS help (syllabus) devote to advertising? How much do your competitors pay for $40,000.00 for an ad agency to advertising? create/execute a digital media plan What are people interested in? (nextmark.com) Focus groups—do people like your creative strategy? Digital Age Evaluation Social media can be created free of charge Is the campaign doing a good job? Facebook/Twitter/Instagram/Pinterest/etc. Do KPIs show good standings? accounts can all be made for free. Have you stayed on/under budget? These free resources are the closest things you have in speaking directly to your market- Has YAHOO! NEWS site visits utilize digital media to your advantage so you increased? don’t have to pay professionals to study social media for you.
+ $$ Budget $$ After thoroughly contemplating the pros, cons, and ROI of each dollar potentially spent on this campaign, the allocated budget is set at: $35, 000.00 Money is spent on professionals to ensure the campaign is done accurately. Money is saved by researching via social media instead of with hired third party participants.
+ Thank you Our goal of building YAHOO! NEWS as a trusted news source along with increasing website traffic seems very possible with the strategies outlined within this plan. Be sure to come and sit with us, friends, for all of your news needs!