Abc 2014

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Abc 2014

  1. 1. Presented to: Tiffani Johnson & Cameo Dennes ABC Home & Commercial Services Presented by: Mark Semmler & Grant Rodell CBS Radio Houston
  2. 2. Marketing Objective To drive Women 35-54 to pick up the phone and call ABC for any of ABC’s Home Services’ AND Increase awareness of ABC’s alignment to A Child’s Hope Gala and ultimately increase attendance and donations.
  3. 3. Why CBS? • Over 75% of CBS customers aged 35-54 own their Home, that is 985,300 Potential ABC Clients • 40% of CBS Customers are between the ages of 35-54 • Almost 1.3 Million Potential ABC Customers Listen Weekly Aged 35-54 • CBS Reaches 62% of the Total Houston Market This report was created using the following information: HOUSTON- GALVESTON; Scarborough R1 2013: Mar12-Feb13; Metro; P 35-54; See Detailed Sourcing Page for Complete Details.
  4. 4. CBS Brand Portfolio
  5. 5. Strategy CBS Houston has six stations, but we have narrowed them down to the three that we believe will bring you the most success. MIX will be the Primary Station used, because of their large reach of W 35-54. We will also use SportsRadio 610 and The Bull to compliment The MIX’s campaign because of their large reach of A35-54 who own homes and use home services. We will In Kind use our resources to significantly grow the 2014 Gala in attendance and donations
  6. 6. • 80% of MIX Listeners 35-54 Own a Home • The Women 35-54 who listen are 54% more likely to have a pool and are 31% more likely to have a pest control service • 39% of the people who installed a pool in Houston last year listen to MIX • 80% of 610 Listeners 35-54 Own a Home • SportsRadio 610 Listeners are 44% more likely to have a pool, and are 116% more likely to purchase a pool next year. • Those listeners are also 79% more likely to call a pest control service. • 77% of The Bull Listeners 35-54 Own a Home • They are also 39% more likely to have a pest service • The Bull listeners are 63% more likely to own a pool. This report was created using the following information: HOUSTON- GALVESTON; Scarborough R1 2013: Mar12-Feb13; Metro; P 35-54; See Detailed Sourcing Page for Complete Details.
  7. 7. MIX Schedule In order to reach your targeted W 35-54, the heavy part of your spot schedule will be on MIX 96.5. Chad Pitt will endorse ABC three afternoons a week, plus there will be additional spots that run throughout the week.
  8. 8. Chad Pitt Chad Pitt is Mix 96-5’s Afternoon Drive on-air personality, and is excited to be a part of ABC Home & Commercial Services. Chad has a large following of loyal female listeners that he will influence, and tell them why ABC should always be their first call. He is also very involved in the community and charity events.
  9. 9. SportsRadio 610 Schedule 80% of SportsRadio 610 listeners 35-54 own a home and will need ABC Home Services. We will run the schedule the first 2-3 weeks of every month on 610 to complement the MIX Schedule and reach the male population that own homes.
  10. 10. The Bull Schedule The Bull reaches a large audience and over three quarters of the listeners 35-54 own a home. The Bull’s schedule will run the first 2-3 weeks of every month during drive times as well as rotators. It is the perfect station to round out your campaign.
  11. 11. Email Marketing: •We now have access to an email database of over 250 Million Emails that we can use reach highly targeted people/households. •More info on later slides On-Line Overview In-StreamandPre-Roll Video Video Pre-Roll & Streaming: •In the weeks leading up to the Gala we will run Video Pre-Roll and Video Streaming Commercials to push the event and to drive people to the website.
  12. 12. Email Marketing Imagine if you could be in the direct mailer business but with qualitative and quantitative leads? CBS Local E-Direct is a natural replacement for direct mail if you are looking for a more effective, accountable, and targeted marketing asset. ACCESS TO MILLIONS OF CONSUMERS: The list is compiled from self-reported consumers and businesses that have opted-in to share their email address and demographic information via online surveys, e- subscriptions, and e-registrations, as well as from an extensive network of permission based websites and partners. HOW WE TARGET THE LIST TO OPTIMIZE YOUR LEAD GENERATION: You may target the list not only geographically but also by demographics, interests, behaviors and even to specific businesses. HOW WE MEASURE PERFORMANCE: •Open rates average from 7% to 9%. •The national average for opens on prospecting email is 3%. •Advertiser repeat rate is over 80%. •Real-time tracking provides internal QC checks throughout deployment and guarantees timely delivery. Imagine if you could be in the direct mailer business but with qualitative and quantitative leads? CBS Local E-Direct is a natural replacement for direct mail if you are looking for a more effective, accountable, and targeted marketing asset. ACCESS TO MILLIONS OF CONSUMERS: The list is compiled from self-reported consumers and businesses that have opted-in to share their email address and demographic information via online surveys, e- subscriptions, and e-registrations, as well as from an extensive network of permission based websites and partners. HOW WE TARGET THE LIST TO OPTIMIZE YOUR LEAD GENERATION: You may target the list not only geographically but also by demographics, interests, behaviors and even to specific businesses. HOW WE MEASURE PERFORMANCE: •Open rates average from 7% to 9%. •The national average for opens on prospecting email is 3%. •Advertiser repeat rate is over 80%. •Real-time tracking provides internal QC checks throughout deployment and guarantees timely delivery.
  13. 13. Case Study: Home Products & Services VERTICAL: Home Products and Services OBJECTIVE: Brand Awareness and Sales TARGETING: Homeowners in client-furnished zip codes surrounding location Subject: Fall Furnace Sale + Free Estimate – Coupons Inside! VERTICAL: Home Products and Services OBJECTIVE: Brand Awareness and Sales TARGETING: Homeowners in client-furnished zip codes surrounding location Subject: Fall Furnace Sale + Free Estimate – Coupons Inside!
  14. 14. Of the 70 events CBS executes throughout the year, below are the options we believe are the best fit to reach your target demo and accomplish your marketing objective. • Houston Rodeo Cookoff- The Bull (February) • Pet-a-Palooza- MIX (March) • A Child’s Hope Gala- Cluster (April) • Hullabaloo- MIX (June) • Bosom Ball- MIX (October) • 10 Man Jam- The Bull (December) On-Site Overview
  15. 15. Community Service is a huge initiative of CBS Radio. We would love to partner with A Child’s Hope to make the 2014 Gala Huge Success • $20,000 In Kind Schedule leading up to The Gala ran across all CBS properties. • MIX 96.5 will provide Chad Pitt to MC the gala. • Mutually Agreed upon materials donated for the Silent Auction. • On-Site Talent • 10 volunteers prior to the event to help with setup, planning etc…. • Skins on CBS websites to drive people to A Child’s Hope Donation page* *where inventory allows
  16. 16. BBQ Cook-Off February 27 – March 1, 2014 Hospitality Sponsor • Since 1974, The Houston Livestock Show & Rodeo has hosted the colossal, Texas-sized picnic to launch the annual Rodeo! • Draws record-breaking crowds exceeding 221,000 attendees • The Bull Pen is the hottest ticket in town with folks waiting in line for up to an hour to be able to step inside and enjoy the fun • 3 day event with over 1800 attendees
  17. 17. The Bull Pen Cook-Off Tent Hospitality Sponsorship provides your business a full partnership with The Bull for the 3-day event. Through a 360 degree marketing and promotion plan, your business will reach listeners on-air, on-site, and online. ON-SITE •Opportunity for signage around The Bull Pen HOSPITALITY: •2 wristbands for Friday Client Night •4 wristbands for Thursday and Saturday night
  18. 18. • Category exclusivity • Inclusion in 4-week promotion: November 17th – December 11th • Supporting status in all marketing & promotion of the event • Turnkey production and execution of all concert related activities • Customized 360-degree activation created to engage event attendees and promote your sponsorship For the last 13 years, the hottest ticket in Houston belongs to The Ten Man Jam. Ten artists, one stage, one night. Featuring the biggest names in Nashville, up-and-coming stars, and Texas favorites all coming together for a one-of-a-kind concert event. It’s the ticket money cannot buy, and everyone wants in! The Bull @ 100.3’s 2014 10 Man Jam Bayou Music Center
  19. 19. Online: •Logo inclusion on custom designed event splash webpage created exclusively for Ten Man Jam; hosted on thebullhouston.com •Sponsor name inclusion in e-newsletter distributed to listener database highlighting giveaway and concert details SUPPORTING SPONSOR RECEIVES: On-air: •Supporting Sponsor name inclusion in minimum of 100 LIVE promotional announcements airing November 17th – December 11th •Supporting Sponsor name inclusion in minimum of 100 RECORDED promotional announcements airing November 17th – December 11th Hospitality: As a special treat to Ten Man Jam VIPs, The Bull offers a free BBQ dinner & cold beverages prior to the doors opening to the public As the supporting sponsor, you will receive: •(10) Ten Man Jam concert tickets •(10) Ten Man Jam VIP tickets On-site at Bayou Music Center: •Logo inclusion in custom event posters displayed in retail and sponsor locations •Booth display space in lobby of venue; includes table & chairs •Opportunity to display signage inside concert venue •Inclusion in stage announcements performed throughout the concert
  20. 20. Rodeo Cook-Off and 10 Man Jam Attendees • 80% of the P 35-54 who attend those events own their home • Those people are 118% more likely to be planning to buy a pool next year • They are also 60% more likely to have a pest control service at their home • The listeners going to this event are 32% more likely to hire a lawn service This report was created using the following information: HOUSTON- GALVESTON; Scarborough R1 2013: Mar12-Feb13; Metro; P 35-54; See Detailed Sourcing Page for Complete Details.
  21. 21. Mix 96-5 is throwing the pet event of the year! This FREE 1- day pet festival held at Discovery Green park in downtown Houston celebrates the animal and music lover in all of us and your business can be a part of it too! Last years performer was Andy Grammer. To raise awareness for Breast Cancer Awareness Month in October, MIX 96-5 and Live Nation are partnering together for the 4th annual Bosom Ball to raise funds and awareness for Breast Cancer research. This years artist’s are Matt Nathanson and Joshua Radin. MIX favorites artist’s will be joining us at the House of Blues on June 29th 2014 for a night of great Mix music. Last years artists were Sara Bareilles, Churchill, and Young Blood Hawke. Get ready to make noise!
  22. 22. What ABC Will Get at Each Event Presenting Sponsor: •Naming Right’s of the ABC Dog Agility Course •300 Live/Recorded Promos •Streaming Commercials and Banner Ads •Custom On-site Activation Supporting Sponsor: •Stage Announcements •100 Live/Recorded Promos •Streaming Commercials and Banner Ads •Custom On-Site Activation •4 VIP Tickets to the Concert Supporting Sponsor: •200 Live/Recorded Promos •Streaming Commercials and Banner Ads •Custom On-Site Activation •6 Concert Tickets
  23. 23. Pet-A-Palooza, Hullabaloo, Bosom Ball Attendees • 77% of the people attending these events own their home. • The Attendees are 31% more likely to be planning to buy pest control service. • The listeners going to this event are 54% more likely to looking for a pool servicing company. • 71% of the attendees are looking for lawn care specialists. This report was created using the following information: HOUSTON- GALVESTON; Scarborough R1 2013: Mar12-Feb13; Metro; P 35-54; See Detailed Sourcing Page for Complete Details.
  24. 24. Investment Spot Schedules: • MIX 96.5 • SportsRadio 610 • The Bull $204,995 Email Marketing: • 100,000 emails with 3-5 selects, deployed each month $45,600 Video Pre-Roll & Streaming: • 200,000 Impressions throughout the 3 stations websites 4 weeks prior to The Gala. $7,500
  25. 25. Investment Events: • Houston Rodeo Cookoff • Pet-a-Palooza • A Childs Hope Gala • Hullabaloo • Bosom Ball • 10 Man Jam $55,500 2014 Total Investment- $313,595
  26. 26. Thank You!

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