April 26, 2013 Is your school’s marketing media budget walking a tightrope? You can improve the ROI of your marketing efforts with a well-targeted offline and online marketing plan. During this 60-minute presentation you will: - Gain insight about the current landscape of advertising and media choices for higher education. - Learn how to effectively mix traditional media with online media and when to try new things even when your marketing budget is limited. - Review the delicate balance of tried and true advertising, contemporary media planning practices and staying on budget.

1. Balancing Act:
How to Get the Most from
your Advertising and Media Budget
Presenter:
Jim Paskill
President
Paskill Stapleton & Lord, Inc.
Friday, April 26th
11:30 EST

2. Balancing Act: How to Get the Most from your Advertising and Media Budget
“Newspapers
are dead”

3. Balancing Act: How to Get the Most from your Advertising and Media Budget
“TV is old
school”

4. Balancing Act: How to Get the Most from your Advertising and Media Budget
“Radio is tired”

5. Balancing Act: How to Get the Most from your Advertising and Media Budget
“Billboards are
environmental clutter”

6. Balancing Act: How to Get the Most from your Advertising and Media Budget
“All media budgets are
being shifted to digital”

7. Balancing Act: How to Get the Most from your Advertising and Media Budget
Global Media Shares 1997

8. Balancing Act: How to Get the Most from your Advertising and Media Budget
TV 40.7%
Newspapers 21.4%
Outdoor 6.7%
Radio 7.1%
Cinema 0.5%
Internet 13.8%
Magazines 9.7%
Global Media Shares 2010
Source: Zenith
Optimedia Global
Adspend forecast

9. Balancing Act: How to Get the Most from your Advertising and Media Budget
Global Media SharesGlobal Media SharesGlobal Media Shares
1997 media 2010
37.6% TV 40.7%
34.3% Newspapers 21.4%
13.6% Magazines 9.7%
8.2% Radio 7.1%
5.7% Outdoor 6.7%
0.3% Cinema 0.5%
0.3% Internet 13.8%

10. Balancing Act: How to Get the Most from your Advertising and Media Budget

11. Balancing Act: How to Get the Most from your Advertising and Media Budget
• The stated goal:
Distribute $20,000,000
in charitable contributions.
• 2010: Dramatic cuts
to traditional media
(most noticeably the
2010 Super Bowl).
• Shifted resources in
an effort to engage 87
million consumers via
Facebook and other
social media.

12. Balancing Act: How to Get the Most from your Advertising and Media Budget
The core goal:
SELL MORE PEPSI.

13. Balancing Act: How to Get the Most from your Advertising and Media Budget
Advertising Age
headline
(February 2010):
“Pass or Fail,
Pepsi’s Refresh
Will Be a Case
for Marketing
Textbooks”

14. Balancing Act: How to Get the Most from your Advertising and Media Budget
Beverage Digest
headline (March 2011):
“Diet Coke Surpasses
Pepsi as Number Two
Soft Drink in 2010”

15. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Pepsi sales were down 6%.
• Pepsi announced in early
2011 that it was increasing
traditional ad expenditures by
30% and would be returning
to the 2011 Super Bowl.

16. Balancing Act: How to Get the Most from your Advertising and Media Budget
Massimo d’Amore
CEO of PepsiCo Beverages
North America
“We learned the hard
way that traditional
mass media is still
a powerful weapon
for driving social
engagement and sales.”
Massimo d’Amore
CEO of PepsiCo Beverages, North America

17. Balancing Act: How to Get the Most from your Advertising and Media Budget
Online
Advertising
One-to-one
Conversations
Direct
Marketing
Information
Sessions
College
Fairs
High School
Visits
Public
Relations
Offline
Advertising
.edu
website

18. Balancing Act: How to Get the Most from your Advertising and Media Budget
“My website is my most important
marketing tool.”
“My website is on the Internet.”
“Let’s just cut out the middleman
and do all of our marketing online!”

19. Balancing Act: How to Get the Most from your Advertising and Media Budget
Most Trusted
Media Sources
for Information
and News
FEMALE
MALE
TOTAL
Source: Trident Digital 2012

20. Balancing Act: How to Get the Most from your Advertising and Media Budget
Average Time Spent Per Day
with Major Media
(in minutes; adults, age 18-54)
2009 2010 2011 2012
TV 267 264 274 278
Online 146 155 167 173
Radio 98 96 94 92
Mobile(nonvoice) 22 34 54 82
Offline 55 50 44 38
– Newspapers 33 30 26 22
– Magazines 22 20 18 16
Other 44 47 45 36
TOTAL 632 646 678 699 Source: eMarketer, Oct 2012
• Television: remains
the dominant medium
• Mobile: fastest gains
• Print: largest decline

21. Balancing Act: How to Get the Most from your Advertising and Media Budget
Source: Trident Digital 2011
Sources That
Influence
Brand-buying
Decisions
FEMALE
MALE
TOTAL

22. Balancing Act: How to Get the Most from your Advertising and Media Budget
45%
36%
28%
22%
9%
9%
7%
4%
42%
27%
24%
23%
13%
11%
9%
18%
TRADITIONAL MEDIA
(NEWSPAPERS/TV/RADIO)
FAMILY/FRIENDS/
CO-WORKERS
CONSUMER FORUMS/
PUBLICATIONS
COMPANY WEBSITES
NEWS WEBSITES
COMPANY SOCIAL
MEDIA PAGES
INDUSTRY PUBLICATIONS
BLOGS
0 10 20 30 40 50
Best Source for
Marketing and
Advertising According
to U.S. Internet Users
and Marketers
Oct 2012
(% of respondents; adults 18+)
Source: Adobe, “Click Here:
The State of Online Advertising”
conducted by Edelman Berland,
Oct 24, 2012
INTERNET USERS
MARKETERS

23. Balancing Act: How to Get the Most from your Advertising and Media Budget
• It is virtually impossible in the digital world we
live in today for traditional recruitment marketing
not to include some form of digital.
• The steady advance of digital technologies has
reshaped a once linear decision process.
The College Selection
Process in a Digital World

24. Balancing Act: How to Get the Most from your Advertising and Media Budget
!

25. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Multiple touch points.
• Touch points re-visited at
multiple junctures.
• A wide range of devices
and platforms.
The decision
making process
is far more
complicated

26. Balancing Act: How to Get the Most from your Advertising and Media Budget
The most successful campaigns
incorporate both offline and
online strategies
The goal: Intercept
prospects as they move
through various stages
of the complex decision
making pretzel.

27. Balancing Act: How to Get the Most from your Advertising and Media Budget
In the college selection process,
offline and online media both have
important roles in moving a
prospect to an inquiry.

28. Balancing Act: How to Get the Most from your Advertising and Media Budget
Building the Brand (offline)
• Offline media is most often a means to an end.
• Offline media is the most effective in building
awareness…making an emotional connection
and stimulating desire and interest.
• Offline drives online traffic.
• Improved brand awareness will translate to:
- Higher click-through rates, more website
visits, and more productive SEM.
• For optimum performance: offline media in
place prior to online launch.

29. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Digital online media is a
superior direct response
medium (a primary reason
for the decline of daily
newspapers).
• Turn a prospect into an
inquiry.
• Moving target as media
options and platforms
continue to evolve.
A Tactical Strategy (online)

30. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Offline and online media are being
used simultaneously.
• PCs, smartphones and tablets
provide an instantaneous direct
response mechanism.
Media Multi-Tasking

31. Balancing Act: How to Get the Most from your Advertising and Media Budget
Online/Offline
Multitasking Drives
Increase in
Media Usage
Simultaneous Usage of Select Devices According
to US Connected Device Users, Q2 2012
(% of total interactions)
Simultaneous Usage of Select Devices According
to US Connected Device Users, Q2 2012
(% of total interactions)
TV with another device 77%
With a smartphone 49%
With a PC/laptop 34%
Tablet with another device 75%
With a TV 44%
With a smartphone 35%
PC with another device 67%
With a smartphone 45%
With a TV 32%
Smartphone with another device 57%
With a TV 29%
With a PC/laptop 28%
Note: figures are based on 6,057 smartphone
interactions, 3,817 PC/laptop interactions, 3,594
TV interactions and 542 tablet interactions
reported by users
Source: Google and Sterling Brands, Aug 29, 2012

32. Balancing Act: How to Get the Most from your Advertising and Media Budget
Offline traditional media is no
longer just traditional, or offline
• Media habits and advertising options have become
more fragmented.
• Traditional publishers and broadcasters have had to
evolve to remain relevant to their audiences and
compete for a share of advertising revenue.

33. Balancing Act: How to Get the Most from your Advertising and Media Budget
Most offline advertising buys (if negotiated properly)
include a mix of online and offline components
• Offline media agreements
often include guaranteed
social media mentions
(Facebook, Twitter).
• Radio buys should include
streaming components as well
as integrated website advertising
and online promotions.
• Print buys must reach
traditional and online readers.

34. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Choose your media partners carefully.
• The leaders (Tier 1) will reach the largest and
most qualified audience.
• Tier 1 media will be able to substantiate
advertising claims.
• One Tier 1 partner vs. spreading dollars too thin.
Online and Graduate Degree
Programs
Fields such as healthcare, education, ministry, and
technology have an over-abundance of offline print
media (trade/industry publications).

35. Balancing Act: How to Get the Most from your Advertising and Media Budget
It’s better to
reach one person
three times
– versus –
reaching three
people once

36. Balancing Act: How to Get the Most from your Advertising and Media Budget
- Print ads, direct mail lists (postal or email), event sponsorships.
- Website advertising, eNewsletters, eBlasts.
- Social media mentions (Facebook, Twitter, Blogs).
Online and Graduate Degree Programs
• Negotiate a combination of offline and online components:

37. Balancing Act: How to Get the Most from your Advertising and Media Budget
Online and Graduate Degree
Programs
School of Nursing (Sample Tier 1 Media Partnership)
• Premium position 4/C print ads (both print and
electronic editions).
• Weekly eNewsletters (sponsorships, banner ads,
and editorial mentions).
• Dedicated email blasts to opt-in database.
• Post-it note ads on print magazine distributed at
industry events.

38. Balancing Act: How to Get the Most from your Advertising and Media Budget

39. Balancing Act: How to Get the Most from your Advertising and Media Budget
Online and Graduate
Degree Programs
Counseling Program
(Sample Tier 1 Media Partnership)
• Premium position 4/C print ads.
• “Welcome mat” web banners.
• eNewsletter sponsorship and
dedicated Eblasts.
• Industry event sponsorship
(booth, signage, promotional
media).

40. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Offline media has become the backdrop activity for
Internet usage.
• Opportunity to deliver brand and tactical call-to-action
messages simultaneously.
• Media usage follows 9-5 work patterns.
The Age of Media Multi-tasking

41. Balancing Act: How to Get the Most from your Advertising and Media Budget
6,928
8,740
3,426
2,788
4,787
5,591
4,299
3,376
4,981
4,307
846
1,098
Simultaneous
Internet Usage
with Radio & TV
(Adults 18-54)
With Radio
With TV
No TV or Radio
InternetAverageAudience(000)
Up to a third of Internet
usage time includes
simultaneous radio
listening in some dayparts
(especially during the day),
and it’s true even for teens
and young adults. Mon-Fri
6AM-Noon
Mon-Fri
Noon-6PM
Mon-Fri
6PM-MID
Mon-Fri
MID-6AM
0
5,000
10,000
15,000
20,000

42. Balancing Act: How to Get the Most from your Advertising and Media Budget
TV and Non-Digital VS. TV and Digital
Impact of Budget Allocation for
TV and Non-Digital VS. TV and Digital
Impact of Budget Allocation for
TV and Non-Digital VS. TV and Digital
Impact of Budget Allocation for
TV and Non-Digital VS. TV and DigitalTV and Non-Digital VS. TV and Digital
GRP COST
TOTAL
REACH
EFFECTIVE
(3X) REACH
TV and
Non-Digital
1,000 $10,000 85.10% 67.80%
TV 900 $9,000 83.70% 65.80%
Digital 500 $1,000 63.80% 44.00%
TOTAL 1400 $10,000 90.20% 83.70%
Difference
with Digital
400 $0 5.10% 15.90%

43. Balancing Act: How to Get the Most from your Advertising and Media Budget
• Combining TV with digital
delivers higher ratings
than offline alone.
• More importantly, it
increases the percentage
of target reached three or
more times.
Combining Offline and Online Delivers

44. Balancing Act: How to Get the Most from your Advertising and Media Budget
0
20
40
60
80
100
Internet
+
Radio
Internet
+
TV
Internet
+
Magazines
Internet
+
Newspapers
36.1%
29.7%
4.4%
13.9%
15.6%
8.6%
29.1%
39%
39.9%
49.4%
14.6%
24.1%
Combined-Media
Daily Reach
(Adults 18-24)
Both Media
Only Other Medium
Only Internet

45. Balancing Act: How to Get the Most from your Advertising and Media Budget
Local Television and Cable
What it’s still good at:
• Persuasive: sight and sound together offer the best
emotional selling tool.
• Building the brand: The best medium for reach and
branding.
• Cable can be targeted:
- Geographically
- Demographically
- Program content
• Cable zones: allow you to reach affordable
frequency levels in key recruitment geography.
• Creative: can be utilized online as well.

46. Balancing Act: How to Get the Most from your Advertising and Media Budget

47. Balancing Act: How to Get the Most from your Advertising and Media Budget
Radio
What it’s still good at:
• Call to action: brings a sense of urgency to
the message.
• Good demographic targeting capability.
• Excellent frequency building medium.
• Reasonable production costs allow
multiple creative executions.
• Relatively short planning and lead time.
• Negotiate streaming radio whenever
possible.
The combination of radio and outdoor is one
of the most effective media combinations to
reach adult prospects.

48. Balancing Act: How to Get the Most from your Advertising and Media Budget
Out-of-Home
What it’s still good at:
• Provides a wide variety of creative
options – from coffee cup sleeves
to transit to billboards.
• Large reach for constant brand
reinforcement.
• Digital boards can deliver time
sensitive messages.

49. Balancing Act: How to Get the Most from your Advertising and Media Budget

50. Balancing Act: How to Get the Most from your Advertising and Media Budget
Out-of-Home
What’s next?
•Disruptive Engagement

51. Balancing Act: How to Get the Most from your Advertising and Media Budget
Direct Mail
What it’s still good at:
• Personal one-to-one contact with targeted prospects.
• Sophisticated targeting:
- Ability to reach any market segment or personal profile
- Ability to control geo-targeting down to block group
• Personalized messaging.
• Highly measurable.
• Flexible/scalable.
• Building a relationship over a lengthy college search cycle.

52. Balancing Act: How to Get the Most from your Advertising and Media Budget

53. Balancing Act: How to Get the Most from your Advertising and Media Budget

54. Balancing Act: How to Get the Most from your Advertising and Media Budget

55. Balancing Act: How to Get the Most from your Advertising and Media Budget

56. Balancing Act: How to Get the Most from your Advertising and Media Budget
Takeaway
Offline and online media each have
an important role in the media mix.
Utilizing both gives us the best opportunity
to reach prospective students in a very
non-linear search process.

57. Balancing Act: How to Get the Most from your Advertising and Media Budget
Takeaway
“Offline” in today’s digital world means:
Partnering and negotiating with offline
media that can provide multi-media
packages, incorporating both traditional
and digital components.

58. Questions and Answers
Contact:
Janet Sieff
Business Development
p: 412 904 3133
e: janet@psandl.com
Jim Paskill
President
p: 215 5782 7938
e: jim@psandl.com