Our MissionTargeted Media: Envelop target audiences, whoeverand wherever they may be, in the most powerful brandenvironments in the industry.Cross-Platform Efficiency: Bring efficiency,simplicity, and efficacy into the targeted mediaplanning and buying process.MNI provides solutions that help National advertisers isolate their most valuable audiences, and tailor their message to be relevant where the audience is most highly concentrated. Large regional advertisers blend national and local media throughout their footprint, for optimal efficiency and localization. Local advertisers boost brand image with national credibility.
Who is MNI?MNI is the targeted marketing division of Time Inc.MNI is also one of the largestmedia companies in the industry: Some of our prestigious partnerships include With 30 offices throughout the United States Serving nearly 1,000 clients per year Serving billions of advertising impressions across multiple media platforms and through thousands of premier publishing partners Delivering more ad pages per year than any single publisher in the world
What Sets us Apart?Only MNI combines the right audience with the rightenvironment, delivering multiple media touch-points andunparalleled reach in your select markets.Providing advertisers with Strong coverage to a target audience with very limited waste Built-in-frequency, delivering multiple media touch-points to your target Significantly more coverage than any single niche website, ad network, or publication can deliver in your defined market area A more targeted audience than any other local media option More GRPs than the largest television programs
Very Targeted. Very Simple.MNI partners with the finestbrands in the industry–across platforms.
ClientsMNI serves hundreds of national, regional, and localclients, through hundreds of agencies each year.
MNI Magazines MNI makes top-tier national magazines targeted. Forty-four premier national titles from 14 publishing companies Available in more than 180 markets at or below DMA level Customized programs for innovative database marketing
MNI Online MNI partners with top-tier national and local online media brands for highly targeted online campaigns on the most desirable properties. Efficient, customized campaigns Transparent and effective national and local content networks Simplicity of execution, monitoring, and reporting
MNI Mobile Deliver your message right into the consumers’ hands, through highly targeted mobile campaigns. WAP/in-app display Hyper-targeted latitude/longitude, ZIP-code, DMA-level Simplicity of execution, monitoring, and reporting
Advanced Audience TargetingMNI provides multimedia solutions to reach your targetaudience based on editorial content, demographics,lifestyle characteristics, behaviors, and more.MNI provides a product to reach Affluent men and women Beauty and fashion influentials Business professionals Entertainment enthusiasts Exclusive databases Foodies Health-conscious adults Hispanics Luxury consumers Moms Opinion leaders
Advanced Geographic TargetingGeographic targeting allows you to focus your advertisingdollars to the precise area where your consumers are likely tolive, eliminating waste and maximizing reach and frequency.Benefits of localized marketing strategies Greater customer relevance, response, and return Increased brand recall and engagement Lower out-of-pocket cost by allocating marketing dollars in areas most likely use your product Highly concentrated SOV and reach/frequency Maximize ROIMNI geographic capabilities Media markets (DMA and below) ZIP-code and sectional centers Latitude and longitude Nationally, regionally, and by state Custom geographic options
High Impact Executions Memorable Digital Ad Units Eye-Catching Magazine UnitsHomepage Pushdown Full Video Player Post-it® Note Custom Die-cut BRC Section Roadblocks Interactive Widget Mini Booklet Cover Wrap Scratch-off Card Interstitial Skinning
Insight, Accountability, and PerformanceFrom audience and marketintelligence and complex campaignexecution to campaign analysis andoptimization, MNI delivers.MNI’s proprietaryOmnipoint suite includes A campaign portal for analyzing and optimizing digital campaigns ™ Historical campaign-performance data, including ad category segmentation and Research Partners geographic subtleties for media planning Aggregated and distilled third-party audience and market research for pre-planning and strategy
Simple and Effective SolutionsMNI provides effective, integrated solutions to increase coverage ofyour target audience–in the right environment, in the right geography,in the right medium–to best meet your marketing objectives. Integrated • Envelop your target audience across Campaigns multiple platforms simultaneously. Powerful • Leverage the best editorial content Environments through a single source. Precise • Target by geography, audience, platform, Targeting content, and more. Efficient • Deliver coverage of your target audience Reach in your priority markets.
MNI businessMNI Business readers are influentialdecision makers who invest for success. READER PROFILE Median Age: 46 Male/Female: 63%/37% MNI Business readers are Median HHI: $90,172 Top management/executives at businesses of all sizes Decision makers for business purchases $1 million+ Frequent travelers for both business and leisure Affluent investors Avid golfers Reach more business leaders. Target: Top Management % Reach (6 insertions) 39% NY Metro MNI BUSINESS San Diego 10% The Wall Street Journal Milwaukee 8% The Economist 5% Inc. Source: GfK MRI, Doublebase 2011.
MNI newsMNI News readers are influentialconsumers who stay informed. READER PROFILE Median Age: 44 Male/Female: 64%/36% MNI News readers are Median HHI: $75,333 Professional/managerial Influentials who others turn to for information and advice Actively involved in their communities, both politically and civically Leisure travel decision makers Affluent investors who are heavily involved in financial decisions Reach a business and culturally-savvy audience. Target: Influential % Reach (6 insertions) NY Metro 53% San Diego MNI NEWS Milwaukee 8% The Economist 7% The Wall Street Journal 7% USA Today Source: GfK MRI, Doublebase 2011.
MNI thought leaderThe MNI Thought Leader audienceis authoritative and influential. READER PROFILE Median Age: 48 MNI Thought Leaders are Male/Female: 55%/45% Median HHI: $79,219 Tech-savvy early adopters Decision makers for business and home purchases Frequent travelers for both business and pleasure Affluent and college educated Relied upon for financial and investing advice Reach more influential consumers. Target: Influential Opinion Leader % Reach (6 insertions) 53% NY Metro MNI THOUGHT LEADER San Diego 12% Meet the Press (TV) Milwaukee 8% The Economist 7% Face the Nation (TV) Source: GfK MRI, Doublebase 2011.
MNI beautyMNI Beauty readers are fashionablewomen focused on looking and feelingtheir best. READER PROFILE Median Age: 36 MNI Beauty readers are Male/Female: 10%/90% Influentials others turn to for fashion and beauty advice Median HHI: $72,631 Currently attending college or working toward a post-graduate degree Frequent spa visitors Green advocates who regularly eat organic food and participate in environmental causes Style conscious, spending $500+ on clothing in the past year Reach young, affluent trendsetters. Target: Women Ages 18–34 %Reach (6 insertions) NY Metro 47% San Diego MNI BEAUTY 17% Milwaukee Self 16% Vanity Fair 9% Lucky Source: GfK MRI, Doublebase 2011.
MNI entertainmentMNI Entertainment readers arered-carpet consumers withspending power. READER PROFILE Median Age: 40 MNI Entertainment readers are Male/Female: 33%/67% Influentials others turn to for shopping, beauty, and fashion advice Median HHI: $68,114 Travelers who visit health spas and retreats while on vacation Culture mavens, frequently attending local events – theater, nightclubs, concerts, etc. Movie enthusiasts, frequently watching pay-per-view movies and events Shopping enthusiasts who spent $500+ on clothing in the past year Reach trendsetters. NY Metro Target: Entertainment Influential %Reach (6 insertions) San Diego 41% MNI ENTERTAINMENT Milwaukee 19% Us Weekly 18% Rolling Stone 3% Spin Source: GfK MRI, Doublebase 2011.
MNI hispanicMNI Hispanic readers are dynamic,vibrant, style-conscious spenders. READER PROFILE Median Age: 37 Male/Female: 35%/65% MNI Hispanic readers are Median HHI: $41,445 Have children living in the home Are influentials whom others trust for personal care and health information Intend to purchase their first home within the next year Are among the first of their friends to try new products Buy new clothes at the beginning of each season Reach young, influential consumers. Target: Women, Under Age 40 Index (Adults = 100) 187 MNI HISPANIC 163 Spanish Language Websites 138 Spanish Language Radio 127 Spanish Language TV Source: GfK MRI, Doublebase 2011.
MNI luxuryMNI Luxury readers are affluentconsumers who live the good life. READER PROFILE Median Age: 46 MNI Luxury readers are Male/Female: 24%/76% Median HHI: $78,304 Discerning consumers, spending more for higher quality Health conscious, making healthy purchases a priority Frequent entertainers, hosting both family and friends for extravagant soirees and casual get-togethers Cultural enthusiasts, attending theater, music, and dance performances, and visiting museums Foodies who enjoy dining out, cooking, and entertaining for fun Reach a first-class and five-star audience. Target: Women, HHI $150,000+ % Reach (6 insertions) NY Metro 59% San Diego MNI LUXURY 13% Milwaukee Architectural Digest 8% Wine Spectator 7% Veranda Source: GfK MRI, Doublebase 2011.
MNI familyMNI Family readers are householddecision makers with purchasing power. READER PROFILE Median Age: 35 Male/Female: 18%/82% MNI Family readers are Median HHI: $59,294 Moms with 2+ children at home Primary grocery shoppers for the household Influentials whom others rely on for health care information Sought-after for beauty, fashion, and shopping advice Saving for college with 529 accounts Reach active and educated spenders. Target: Moms Index (Adults = 100) NY Metro 290 MNI FAMILY San Diego 107 Heavy Radio Listeners Milwaukee 73 Heavy TV Viewers 71 Heavy Newspaper Readers Source: GfK MRI, Doublebase 2011, Adults= 100.
MNI healthy livingMNI Healthy Living readerslead healthy, active lives. READER PROFILE Median Age: 45 MNI Healthy Living readers are Male/Female: 18%/82% Median HHI: $70,798 Foodies, trying new ingredients and gourmet gadgets Green advocates, buying environmentally friendly products Dieting influentials who experiment with various cookbooks and methods Fashionistas who regularly visit salons and spas Health care influencers who offer advice and recommendations Reach Affluent, active readers who spend. Target: Health-Conscious Women Reach % (6 insertions) NY Metro 38% MNI HEALTHY LIVING San Diego 18% Milwaukee Women’s Health 14% Self 11% Whole Living Source: GfK MRI, Doublebase 2011.
MNI menMNI Men readers are affluent guyswho work hard, but play harder. READER PROFILE Median Age: 40 Male/Female: 76%/24% MNI Men readers are Median HHI: $72,717 Sports and automotive enthusiasts Influentials others rely on for home electronics and new technology advice Avid investors Active adventure travelers Luxury consumers, spending $500+ on clothing in the past year Reach an active and adventurous audience. NY Metro Target: Men Ages 25-54 % Reach (6 insertions) 42% San Diego MNI MEN Milwaukee 24% ESPN The Magazine 17% Men’s Fitness 11% GQ Source: GfK MRI, Doublebase 2011.
MNI style & designMNI Style & Design readers arecontemporary women withsophisticated style. READER PROFILE MNI Style & Design readers are Median Age: 50 Frequent entertainers, who enjoy showing off their homes to Male/Female: 25%/75% family and friends Median HHI: $72,504 Culture enthusiasts, frequently attending dance performances, opera, live theater, museums, and art galleries Influential for education Actively involved in personal finance management The travel planner for the family, researching hotels, airfare, activities, resorts, and more Reach more female decision makers. Target: Women, HHI $75 thousand+, ages 25-54 % Reach (6 insertions) NY Metro 45% San Diego MNI STYLE & DESIGN Milwaukee 23% Martha Stewart Living 18% Redbook 14% Woman’s World Source: GfK MRI, Doublebase 2011.
MNI magazines: NEWS & BUSINESSMNI BusinessMNI NewsMNI Thought Leader
Targeted Cover Wraps Reach Key Decision Makers in the Magazines They Rely On Connect with your audience in a unique and memorable way with an attention-grabbing cover wrap campaign. Customized, hyper-targeted communication Build relationships and showcase your brand in a welcomed, valued medium Campaign effectiveness study proves ROI SEE HOW Your message IT WORKS on the cover and throughout a 4- or 6-page cover wrap.Case Studies
Targeted OnlineMNI partners with the most prominentnational and local content brands in the industry.We envelop consumers with the most effective targeted nationaland local content, through custom and network site aggregation. National Sites Local Sites
National SitesMNI offers two options for precisely targeteddigital inventory across our premier national brands. Custom NetworkBenefits Benefits• Complete control and transparency • Precise targeting through BT, CT,• Efficiency through aggregation DT, and retargeting• High impact executions from rich • Exclusively top-tier placements on media to video premier sites • Front and back end transparencyCase Studies
MNI Ad Network The MNI Ad Network offers a simple solution MNI Ad Network Snapshot to reaching your audience in the markets you Monthly Unique Visitors: want, at a cost effective price. 137 million Monthly Page Views: The MNI Ad Network Provides 5.6 million Demographic and behavioral targeting Number of Sites: 2,000 Top-tier sites, above-the-fold placement Male/Female: 50%/50% HHI $75,000+: 37% Fully transparent reporting Source: Omnipoint, November 2011. Retargeting technology included for increased ROI Interactive creative to drive traffic High impact units available Benefits of the MNI Ad Network Effective coverage of your target audience Access to every market you need, all in one place Complete site transparency Full-service media planning, buying, trafficking, serving, reporting, optimization, post-campaign analysis, and recommendations Creative Behavioral Contextual Daypart Demographic Geographic Retargeting Categories
Local SitesMNI offers two options for precisely targeteddigital inventory across our premier local brands. Custom Network Benefits Benefits • Access to 100% of local media • Complete market coverage inventory in U.S. throughout the U.S. • Complete control and transparency • Network efficiency and targeting • Efficiency through aggregation • Front and back-end transparencyCase Studies
MNI Local Network MNI Local Network: MNI Local Network Snapshot Make the Local Connection Reaches 129 million users per month, 59% of the entire Reach consumers close to home, and close to your business. internet population MNI makes it easy to connect with consumers where The average visitor spends 33 minutes on local sites and comes they live, work, and travel. back 8.5 times per month Ages 18-39: 50%; Broad reach across market-specific sites Ages 25-49: 53% All the benefits of a network buy, with the HHI $60,000+: 50% reporting of a site-by-site campaign Source: comScore, November 2011. Strong performance to maximize ROI Competitive and efficient CPMs
Targeted MobileMNI partners with the most prominent nationaland local content brands in the industry.We pinpoint consumers with most efficient targeted national andlocal content through custom and network site aggregation. National Sites Local Sites
National Sites and AppsMNI offers two options for precisely targeted digital inventoryacross our premier mobile brands with powerful mobile weband in-app options. Custom NetworkBenefits Benefits• Complete control and transparency • Precise hyper-targeting• Efficiency through aggregation through geo-fencing• High impact executions from • Exclusively top-tier placements interstitials to video to interactive units on premier sites and apps • Network efficiency and transparencyCase Studies
MNI Mobile Network Benefits you can count on MNI Mobile Network The MNI Mobile Network helps advertisers take advantage Audience Snapshot of the growing mobile marketplace with location-based 97.3 Million mobile web users* consumer targeting with top quality national brands. 52% Male/48% Female† The MNI Mobile Network Provides Median Age: 34† Adults 25-54: 67%† Access to your audience wherever they go Median HHI: $83,790† Opportunity to offer coupons and promote sales Source: *2011 emarketer; †MRI 2011. Eye-catching and memorable rich media creative Pinpoint targeting by category Efficient and Effective Mobile High impact mobile display WAP and in-app Hyperlocal targeting through geo-fencing Dynamic ad and landing pages Carrier Device Daypart Keyword Location Platform Publisher Capabilities Categories Geo-fencing
Local Sites and AppsMNI offers two options for precisely targeted digital inventoryacross our premier mobile brands with powerful mobile weband in-app options. Custom NetworkBenefits Benefits• Complete control and transparency • Top local news WAP and apps• Efficiency through aggregation • Network efficiency and transparency• High impact executions from • Simplified multi-market executions interstitials to video to interactive units
MNI Local Mobile Network Reach Your Audience. Reach Your Objectives. MNI Local Mobile Network Pinpoint your audience using MNI’s cutting edge technology, Audience Snapshot placing your message right in the palm of their hands on their 97.3 Million mobile web users* mobile device through a plethora of local sites. 52% Male/48% Female† The MNI Local Mobile Networks Provide Median Age: 34† Adults 25-54: 67%† Access to your audience wherever they go Median HHI: $83,790† Opportunity to offer coupons and promote sales Source: *2011 emarketer; †MRI 2011. Eye-catching and memorable rich media creative DMA level targeting Local Content. Mobile Impact. Local media WAP display Local media in-app display Network efficiency Front-end transparency Carrier Device Daypart Keyword Location Platform Publisher Capabilities
Site Selection ProcessMNI utilizes industry-leading research and adds relevance.Omnipoint, the proprietary research tool developed by MNI, offers complexaudience and market intelligence, campaign execution, and campaignanalysis and optimization, yielding powerful results to help you boostawareness and drive demand. National Local
Targeted Cover Wraps Four Simple Steps to a Successful Targeted Cover Wrap Campaign 1 Identify your target audience • Provide your own list, or access our exclusive database 2 Select your magazine and announce the program to recipients 3 Build relationships through constant communication • Creative can change monthly • Your message is delivered directly to your intended audience 4 Measure ROI • Survey select recipients • Garner direct feedback and gain insights into program effectiveness
Targeted Cover Wraps Precise Targeting of an Influential Audience Use your custom list, or select from the comprehensive categories in the MNI database to connect with and influence your most important clients. 1. CEO (Chief Executive Officer) 20. Targeted Hospital 37. Community Center Directors in 2. CFO (Chief Financial Officer) CEO/C-level Executives Target Markets 3. CIO (Chief Information Officer) 21. Hospital Administrators of Hospitals 38. Food Ingredient Buyers with 500+ beds 39. Farmers 4. CTO (Chief Technology Officer) 22. Healthcare Opinion Leaders 40. Purchasing Agents at Retails Stores in 5. CCO (Chief Compliance Officer) 23. Benefit Managers at Small Businesses Target Markets 6. CSO (Chief Security Officer) 24. Benefit Managers at Large Companies 41. New Businesses in Target Markets 7. COO (Chief Operating Officer) 25. Insurance Brokerage Firms 42. SOHO Technology Buyers (Small 8. CFP (Chief Financial Planner) 26. Travel and Event Managers Office/Home Office) in Target Markets 9. Chairman of Board 27. Meeting Planners 43. Decision Makers Responsible and Board Members for Prepaid Processing and 10. HR Managers 28. U.S. Policy Makers in Washington, DC Debit Processing 11. Facilities Managers 29. Union Leaders 44. Independent Insurance 12. Auditors 30. C-level Banking Decision Makers in and Financial Agents target markets/states 13. Attorneys at Largest 45. OEM (Original Equipment Corporate Law Firms 31. CEOs and Small Business Owners Manufacturers) Truck Dealers in target markets 14. Relocation Managers 46. Builders and Small Business Owners 32. Local Small Business Owners that Use Heavy Duty Trucks 15. Residential Contractors and in target markets Commercial Builders 47. Real Estate Investors in target markets 33. Wealth Management Advisors to Top 16. Contractors and Municipalities 48. Stock Brokers 10 Wealthiest Markets for Construction Equipment by 49. CPAs/Estate Planners in Target Market 34. Golf Course Superintendents and Golf Target Markets Course Managers 17. High Net Worth Individuals 50. Real Estate Agents and Brokers 35. Auto Part Shop Owners and Operators 18. Presidents - Media Companies 36. Logistic and Shipping Decision Makers 19. High School Guidance Counselors at Large Companies in the US, Canada, by State/District Asia, and Europe
Case Study Carnival Challenge Carnival needed to sell tickets for cruises departing from their new port in Baltimore. They wanted a regional plan that would align with their national brand image, while encouraging sales for this exciting and lesser known departure destination. Magazine Package (Custom): Cooking Light, Cosmopolitan, Country Living, Elle, Food & Wine, Harper’s Bazaar, Health, House Beautiful, Marie Claire, People, Real Simple, This Old House, Time, Newsweek, U.S. News & World Report, Sports Illustrated, and The Week MNI Solution MNI ran research and helped Carnival’s agency build a custom package, aimed at women with specific HHI and a penchant for travel – and all located within a reasonable driving distance from Baltimore. Results Carnival’s print test proved that magazines work. Sales results were strong and booking agents reported a direct correlation back to print ads. Carnival continues to consider MNI for their less-than-national efforts.
Case Study Del Monte Challenge Test the New Smoothie product in a trial market, to determine any needed product adjustments before the regional roll-out. MNI Solution The campaign ran in the MNI Style & Design, MNI Luxury, MNI Family and MNI Entertainment packages in the Boston area for three months, in 18 prestigious magazines including Elle Décor, Food & Wine, Parenting Early Years, People, and Real Simple. Results The targeted New Smoothie test was successful because it helped Del Monte recognize the need for product adjustments before rolling out on a regional or national level.
Case Study Fidelity Challenge To reach affluent, college-educated women with young children who may be interested in college savings plans. The client also wanted the ability to measure results by market. MNI Solution The MNI Family and MNI News magazine packages, combined with Real Simple, provided Fidelity with a powerful way to reach their target audience. A Business Reply Card, coded by market and month, was a simple solution that provided reliable tracking information. Result The program has been very successful in generating awareness and leads, and Fidelity has been investing with MNI for the past nine years.
Case Study Massachusetts General Hospital Challenge MGH needed to promote various specialty care centers in media environments that both resonate with their audience and highlight MGH’s credibility as a quality and trusted health care provider. Additionally, MGH has clearly defined key markets – either those around the hospital or those that feed patients to the hospital – and marketing on a geo-targeted level can make media selections that much more limited. MNI Solution MNI offers geo-targeted ads within the pages of the world’s most credible magazines, in the MNI News, MNI Men’s and MNI Beauty packages–often those featuring health editorial– which aide MGH’s branding efforts. Additionally, MNI’s magazine verticals allow MGH to pick the audience that suits each care center, allowing them to copy split across intended audience and geography. The result is a plan that carries efficiency across care centers and publishers, allowing for greater ROI. Result MGH has partnered with MNI for their various care centers and initiatives over the last 16 years.
Case Study Mass Mutual Challenge To increase sales for retirement planning and support MassMutual agents with a turnkey local program targeting affluent adults. MassMutual wanted to underscore the companys understanding of the real, practical issues consumers face when it comes to life insurance and retirement, while positioning their agents as the best local resource for investment-minded readers in each market. MNI Solution A customized, multi-tiered magazine campaign in more than 60 markets, with all ads localized to include each agent’s name, address and phone number – all without a single copy split charge. The MNI News and MNI Business packages saturated MassMutual’s target audience, giving agents a presence in 12 geo-targeted national magazines. Results The agents reported positive feedback on seeing their contact information in the pages of these magazines, and found the ads increased awareness for their firms.
Case Study Advance Auto Parts Challenge Advance Auto Parts wanted to build brand awareness with professional parts suppliers and owners of auto shops. MNI Solution Wrap copies of Sports Illustrated magazine with a four-page communication piece delivered to Advance Auto Parts auto shop owners and operators. Result Auto shop owners expressed that the cover wrap program helped position Advance Auto Parts positively against competition. Participants felt they were “more aware in Seven-in-ten auto shop owners general” and “perception has changed for the better.” said they would be more likely to Survey results showed consider Advance Auto Parts • Increased brand awareness and enhanced perception products and services. • Increased purchase consideration and intent • Traffic to online service site
Case Study Liberty Mutual Challenge Liberty Mutual wanted to acquire new clients, increase retention of current clients and deepen brand awareness of Liberty Mutual’s offerings with insurance decision makers. MNI Solution Wrap copies of Fortune magazine with a four-page communication piece delivered to a targeted list of current clients and prospective C-level and top management insurance decision makers during a 12 month period. Result Participants of Liberty Mutual’s cover wrap program were Nearly three-fifths of the cover happy to be included in their marketing effort. An impressive wrapped copies of Fortune magazines number of respondents felt that the program have an extended life beyond the • Increased brand awareness and favorability cover date: they’re saved, shared, or • Was an effective learning tool put in waiting areas. • Encouraged them to seek more information • Prompted them to make recommendations about Liberty Mutual’s products and services
Case Study Orlando CVB Challenge Orlando CVB wanted to position themselves as the leading destination for corporate meetings and conventions. MNI Solution Wrap copies of Food & Wine magazine with a six-page communication piece delivered to a targeted list of meeting planners during a 12 month period. Result Orlando CVB’s cover wrap program increased awareness of services to meeting planners, positioning Orlando CVB favorably among competitors and other meeting destinations. “Great magazine – I read it every Over half of respondents expressed that they were month. Orlando CVB always does • Impressed with Orlando CVB’s communication vs. their the best job marketing its services competitor’s communication and making their presence known. • Interested in/find value in reading Food & Wine magazine I’ve used the CVB and they are one of the best, in my opinion.” • More likely to consider Orlando CVB in the future
Case Study Andersen Windows Challenge Andersen Windows needed to promote their hurricane- proof windows along the Florida Coastline, in order to get their message in front of upscale home owners and snowbirds before the end of the season. MNI Solution A fully-integrated campaign, including the MNI Luxury magazines (Cooking Light, Food & Wine, Real Simple, Town & Country and Travel + Leisure) with a Post-it® Note to drive traffic. Combined with online banner ads on the AARP website, the MNI Digital Premium Network Lifestyle vertical, plus a search campaign, MNI surrounded Andersen’s target audience. Result Andersen Windows is pleased with the program and to date MNI is on track to deliver over 3.6 million impressions in an environment that will produce results.
Case Study Boston University Challenge Boost brand awareness of Boston University’s MBA programs to drive inquiries, applications, and enrollments. MNI Solution MNI created a multiplatform program consisting of magazines, online display, and local search to demographically and geographically reach BU’s key prospects. The online display program consisted of national magazine sites, including the America’s Best Graduate Schools section of USNews.com, Businessweek.com, and DowJones.com. The print ad program in MNI Business and MNI News reaches business prospects in BU’s top feeder markets. Result Boston University is a regular MNI advertiser because of the success of the integrated program that MNI customized to their needs and objectives.
Case Study Land Rover Challenge Develop a customized local online program to support Land Rover’s LR3. The campaign was centered on reaching adults ages 35-54, with a HHI $100K+, in key markets across the country. Each retailer group needed the opportunity to run on local media websites to enhance brand affinity in the local community, while ensuring local promotions were contained within the specific market. MNI Solution MNI managed this two-month online campaign that was national in scale, but local in scope, by aggregating local media websites and geo-targeted national websites to support each of the independent dealers. Results MNI’s effective use of local online sites not only aided the transition from print and spot TV to online, but also illustrated how MNI Digital can address the specific needs of the automotive industry. The MNI Digital team served as the single point of contact for all planning, buying, reporting, optimization, and billing.
Case Study UNUM (Insurance) Challenge Test advertising’s impact on key indicators, while positioning UNUM’s suite of disability, life, and long-term insurance offerings to key decision makers and HR executives at corporations. Also, familiarize end-users/consumers with the UNUM brand and its extensive supplemental insurance offerings. MNI Solution A multimedia program in four key print markets, with MNI News and MNI Luxury, plus InStyle magazine. Combined with both national and local digital campaigns, MNI effectively targeted the B2B and B2C audience. Results Unum is very happy with the significant increases in awareness, preference, and consideration, both nationally and in each of the local test markets, that have resulted from this campaign.
Case Study BMW Challenge To unseat another vendor as BMW’s partner of choice for local site aggregation. Develop a digital media plan in 12 markets nationwide, incorporating excellent customer service with quick turnaround on rates, actual planning impressions, and aggressive CPMs. MNI Solution A 12-market media plan, consisting of 25 local sites, as well as an ‘image’ layer of Time Axcess ,with a behavioral target (luxury auto intenders) to further the BMW brand. Results MNI executed this plan with over 44 million impressions in under one month. The campaign delivered 100% of planned impressions PLUS over delivery. As a result, MNI is now the partner of choice for BMW’s local site aggregation needs.
Case Study Country Financial Challenge Reach key Prizm Clusters in a large footprint, to promote branding messages for their financial planning business. In addition to national sites, Country Financial needed to have a big presence on local sites in over 25 markets. The program needed to be planned by market, based on budget levels. MNI Solution MNI developed a two-tier program–including national sites with behavioral targeting and premier local sites─that effectively reached Country Financial’s key targets. Each of the 25 plans was developed based on market lifestyle habits, and top performing sites. Result The program has been successful for the past two years, delivering above-industry standard in click-through rate. The geo-targeted national sites with behavioral targeting reach their target audience and drive Country Financial’s branding message to new prospects. Country Financial continues to add additional campaign initiatives during the year.
Case Study M&I Bank Challenge M&I Bank needed to execute a retail campaign promoting a new product offering and quickly increasing all deposits. They needed a local-site partner to manage their complex needs in over 15 markets, with two to three sites per market, featuring different creative. MNI Solution Having partnered with MNI in the past, they knew M&I could count on us to deliver. They handed over the complex details of this local- site campaign, and put our proprietary local-site expertise to work. We helped them secure high-quality placements on top local sites that provided them with premium exposure and guaranteed delivery. Result The campaign has been a huge success and M&I Bank has seen an increase in deposits. The quote from the Marketing Manager says it all: “Thanks to you and your team for navigating these changes. We are so appreciative of the quick turnaround on all of our requests, as well as being able to keep all campaign elements intact. We shared the final online schedule/results with several of our retail product managers, and they were very pleased. I have great confidence whenever MNI is involved in our media campaigns, as I know you are professionals from start to finish. Thank you!”
Case Study Seneca Snacks Challenge Seneca Snacks launched a new oatmeal product and needed to support it in order to garner product trial. Having only run a small social media campaign, Seneca Snacks partnered with MNI to support the launch online. MNI Solution MNI Digital created a custom campaign for Seneca Snacks, designed to reach their target audience. Utilizing targeting techniques and Spongecell technology, MNI was able to deliver their ad to the client’s target audience. Result MNI executed this plan and delivered 100% of planned impressions, plus over delivery. The campaign received 329 coupon completions and 408 sweepstakes entries. As a result of this campaign, Seneca Snacks renewed the campaign for early 2012.
Case Study State Farm Challenge Execute State Farm’s marketing strategy, personalizing and creating community awareness of its 800 local agents throughout California. MNI Solution OMD partnered with MNI as its single resource for their digital and print campaign. MNI executed, tracked, and trafficked over 300 different pieces of unique creative, equally rotating among an aggregate of trusted local online websites across California. The MNI News package was also used to target insurance decision makers in the country’s most prestigious newsmagazines. Result OMD effectively delivered an online program for State Farm that efficiently achieved local marketing objectives based on its partnership with MNI. As the single point of contact, MNI’s local market expertise streamlined the process for all online planning, buying, reporting, optimizing, and billing. Combining with the MNI News magazines provided a customized media mix of print and online to drive results.
Case Study Arizona Tourism Challenge To drive awareness to Arizona’s adventurous, yet luxurious vacations by reaching potential tourists through a targeted mobile media campaign. The MNI Solution Arizona Tourism utilized the MNI Travel and Weather vertical network to reach potential visitors to Arizona in the Chicago market. Results The program performed extremely well, with a click-through rate two times higher than industry standards. The client is extremely pleased with the outcome of the campaign, feeling that mobile was an integral part of their overall marketing success. Arizona Tourism will be sure to include a mobile component to their campaign in years to come.
Case Study First Citizens Bank Challenge To reach small to medium business owners for their business banking services and traditional clientele for their retail services. First Citizens constructed a landing page where a special rate was generated for each target. For the business target, the rate was geared around business real estate loans, and for the traditional retail consumer, the rate was geared around residential loans. The MNI Solution First Citizens Bank used MNI’s Mobile Network, focusing on Local News and Premium Business vertical networks in the North Carolina market. Results The campaign delivered over five million impressions in a six-month period, as well as posting a high click- through rate. First Citizens Bank felt that this campaign amped up their brand recognition, awareness and overall online and brick-and-mortar foot traffic.
Case Study Greater Philadelphia Tourism Challenge To promote Philadelphia as an alternative vacation opportunity for families in the northeast through an interactive mobile advertising program. MNI Solution Greater Philadelphia Tourism ran a three-month campaign in the MNI Mobile Network, selecting apps with a focus on local media sites and information sites to drive web traffic and boost reservations. Potential Local Sites Included: Philly.com, Philadelphia Inquirer, Philadelphia Daily News, NBC Philadelphia, WPHL, MyPHL 17, Philadelphia FOX WTXF – Philadelphia City Search, CityComber, Mobile 10 Best Potential Apps: Go2, SeekitLocal, WHERE, Hopstop, 42 Restaurants, ActiveDiner BooRah Restaurant Search, iLocate, iMaps, MyTracks and Wheretogo Results The campaign demonstrated highly-effective targeting techniques, positively impacting Philadelphia tourism. GPT expressed that MNI’s dedicated team was a fundamental element contributing to their overall success.
Case Study McDonald’s Challenge McDonald’s wanted to increase awareness of their 24-hour-service to drive business during non-peak hour times. MNI Solution McDonald’s ran in the MNI Mobile Network in the Sports, Men and Entertainment vertical networks to target a highly engaged mobile audience. Results The campaign, utilizing the MNI Mobile Network, was wildly successful in driving late-night foot traffic to McDonald’s locations. McDonald’s felt that the mobile platform served as the perfect reminder medium for top-of-mind awareness.