This document appears to be a campaign proposal from Ideation Solutions for their client Alabama Media Group. It includes an executive summary, situational analysis through a SWOT analysis, key messages, objectives and tactics. The situational analysis examines AMG's business model, current marketing efforts including print, digital, social media and more. It also provides audience insights and opportunities to improve client relationships and awareness of AMG's 24/7 coverage. The proposal suggests objectives and strategies to improve B2B relationships, promote the E-edition and increase awareness of AMG's constant coverage.

1. al
com
Alabama Media Group
2014 Campaign
IdeationSOLUTIONS

2. Ideation Solutions............................................
Executive Summary.......................................
Situational Analysis........................................
SWOT.....................................................................
Key Messages..................................................
Objectives..........................................................
Objective 1- Strategy & Tactics...............
Objective 1- Tactical Information.............
Objective 2- Strategy & Tactics..............
Objective 2- Tactical Information............
Objective 3- Strategy & Tactics..............
Objective 3- Tactical Information............
Conclusion..........................................................
Appendices.........................................................
Table ofContents
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3. is
IDEATIONSOLUTIONS
Carlen Mann
Carlen is a 22-year-old
majoring in Public Relations
with a minor in Business
Marketing.
Martha Silva
Martha is a 21-year-old
senior majoring in Public
Relations with a minor in
Business Management.
Sally Faulk
Sally is a 21-year-old senior
majoring in Public Relations
with a minor in General
Business.
Briant Sawyer
Briant is 27-year-old senior
majoring in Public Relations
with a minor in History.
Morgan Rabby
Morgan is a 23-year-old
senior majoring in Public
Relations with a minor in
General Business.
Jarisa Allen
Jarisa is a 23-year-old senior
majoring in Public Relations
with a minor in Business
Management.
Kelsey Norris
Kesley is a 24-year-old senior
majoring in Public Relations
with a minor in Sociology.
Nell Broughton
Nell is a 23-year-old senior
majoring in Public Relations
with a minor in Leisure
Studies.
is
IDEATION SOLUTIONS
2 3
IdeationSOLUTIONS
Vision Statement
Ideation Solutions is dedicated to providing our clients with results-oriented
advertising, public relations, and total marketing support.We are committed to
providing products and services that benefit our clients.
We will maintain a financially strong, growth-oriented company for the
protection of our employees and clients.
Mission Statement
The mission of Ideation Solutions is to provide results-oriented advertising,
public relations, and marketing designed to meet our client’s objectives by
providing strong marketing concepts and excelling at customer service.
Overall, our mission is provide outstanding service, to exceed expectations
and to over deliver. And in all that we do, we are committed to performing
our duties with the highest ethical standards.

4. Alabama Media Group is a major source of local news using the innovation
of technology to bring around-the-clock coverage to the Mobile area.Also known
as AL.com, this digitally based business became a combination of talents from The
Birmingham News,The Huntsville Times, Mobile’s Press-Register and Mississippi
Press after a merger on Oct. 1, 2012. By building an effective campaign that offers
sustainable and innovative strategies to enhance engagement with the community,
we at Ideation Solutions would like to offer Alabama Media Group our efforts in
coordinating interactive techniques in promoting awareness of what AL.com has to
offer.
In the following analysis, we have created objectives and tactical strategies
based research to help improve key areas in business-to-business clientele, E-edi-
tion communication, and awareness of Al.com’s around- the-clock coverage.We
hope to offer favorable opinions with our goals and vision for the future of AL.com
and its importance in the local society.
Al.com’s current mission statement,“To provide innovative ways to inform,
connect and empower the people of Alabama and the communities we serve,” has
helped us craft a campaign message of “Local. Reliable. Constant.-AL.com.” While
promoting the same services, Ideation Solutions would like to add more creative
ideas and new processes which focus on the quality and quantity of the news
source provided by Alabama Media Group.
Ideation Solutions suggests the evaluation of this campaign be measured by
the growth of cliental base, increase in social media outlets, and a higher awareness
rate of Alabama Media Groups 24/7 monitoring.
es
executiveSummary Situational
Mission and Focus (AMG)
Alabama Media Group is a digitally-focused news and information company
that combines quality journalism from The Birmingham News,The Huntsville Times,
Mobile’s Press-Register and the Mississippi Press with up-to-minute access of AL.com
and gulflive.com.AMG provides innovative ways to inform, connect and empower the
people of Alabama and the communities the company serves.
Analysis
sa
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5. Background Information
AMG has audiences nationally, statewide, regionally and locally. AMG has many
different services, which include print advertising, online marketing, and classified ads.
AMG is a subsidiary of Advance Publications, Inc., a privately held communica-
tions company directed by the Newhouse family, who acquired The Mobile Press Reg-
ister in 1966. In May 2012, the Newhouse group announced plans to combine all three
Alabama newspapers into its online partner AMG.
On Oct. 1, 2012, the Press-Register, Huntsville Times and Birmingham News
began a 24/7 digitally focused online news coverage and publication of print editions
moved to three days a week, only available on Wednesdays, Fridays and Sundays.With
this transition,AMG plans to become the ultimate source for Alabama news. By pro-
viding constant updates and local coverage to its patrons, the organization’s focus is to
serve consumers of the Alabama community.
In addition to providing news,AMG services local businesses by providing online
digital advertising opportunities.These services offer a vast amount of technological
capabilities to potential business partnerships in combination to traditional print adver-
tising.
A challenge for AMG is customers do not understand the complex technology
used to specifically target demographics tailored to their business model.
SituationalAnalysis
(cont.)
sa
Business Model
The Mobile metro area is located in southwest Alabama on Mobile Bay.The
region includes Mobile and Baldwin counties and covers an area of 2,829 square miles,
with the city of Mobile as the dominant urban area.The Mobile metropolitan area
continues to grow, bolstered by Baldwin County, one of the fastest-growing counties in
Alabama. Mobile showcases its economic diversity as a center for finance, healthcare,
construction, distribution, retail trade and technology.
Combined,AMG’s Press-Register and AMG reach 365,998 adults every month,
80.9 percent of the combined population of Mobile and Baldwin counties. Mobile Coun-
ty ranks third in the state for the number of pageviews loaded from AMG.AMG has
first-party data that allows them to target a larger local audience than anyone else, uti-
lizing data from their interactions with AL.com. Combined with second and third party
data, they reach 80 percent of customers, twice as many than their competitors.AL.com
is Alabama’s #1 news site, reaching over 4.2 million monthly pageviews and 64 million
unique monthly visitors.
AMG uses two strategies to ensure their customers are in prime position when
searched on search engines, such as Google, Bing andYahoo. Search engine optimization
(SEO) ensures a business is found when consumers are searching for products or ser-
vices using keywords tailored to each business. Search engine Marketing (SEM) goes one
step further and is a paid marketing tool. This services guarantees a business to be the
top of the search results page. Being coupled with a strong SEO strategy can drastically
increase the likelihood of a business being selected over the competition.
SituationalAnalysis
(cont.)
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6. Marketing Efforts:
Print Advertising
AMG has the three largest newspapers in the state. Its newspapers deliver to an
engaged audience of readers, seeking in-depth coverage of local and state news, politics,
high school and college sports, and entertainment. Readers trust newspapers; 48 percent
say seeing a product in the newspaper after seeing it online would make them trust the
product and be more likely to purchase.
SituationalAnalysis
(cont.)
Search Engine Optimization (SEO)
According to a survey by AMG, 90 percent of consumers click on websites
listed on page one of search results.AMG’s search engine optimization (SEO) solu-
tions help improve the client’s website visibility in search engine results, including
Google and Bing/Yahoo!.As part of its wide range of digital marketing services, the
SEO program is designed to improve the client’s website’s ranking on search engine
results pages for target, relevant keyword terms. SEO provides long-term results that
complement the client’s online display or paid search advertising campaign.When
a brand appeared in both organic and paid search results, the searcher clicked on
that brand 92 percent of the time, compared to 60 percent of clicks when the brand
appeared in only one location.
Social Media
Clients benefit from social media buzz by leveraging AMG’s turnkey social
media optimization services.They help build the client’s brand online, connect with
new and existing customers, and assist the client in managing and monitoring their
online reputation.AMG’s straightforward, effective social media solutions are available
for Facebook,Twitter,YouTube and Google+.
Their social media optimization services include customer social media
profile development for chosen channels, social interaction with new audiences,
increased brand awareness and results-driven customer service. In addition, the
SMO team continually optimize ads, create unique and engaging content, and provide
monthly reports.
SituationalAnalysis
(cont.)
sa sa
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7. Mobile Marketing
More consumers now have an Internet-capable mobile device more so than a
desktop or laptop computer.AMG reaches this growing audience of consumers with
information about the client’s local business. Mobile advertising is ideal for building
brand awareness and offering coupons and specials to customers anywhere, every-
where. Only one ad is served on each page view, allowing you exclusively and our
mobile-friendly landing pages encourage action with click-to-click, click-to-email and
mapping capabilities. In addition to targeting their local and loyal audiences on AL.com
and gulflive.com, clients can place the client’s advertising message on a network of
national trusted mobile websites.
Email Marketing
Clients can tap into an engaged audience of opt-in consumers actively seeking
local news through AMG’s extensive collection of targeted newsletters, delivered to
thousands of active subscribers.AMG delivers news, college and high school sports,
obituaries, movie listings, daily weather forecasts and more to their audience daily.
AMG offers dedicated email marketing opportunities with their Real Deals and
Travel Deals newsletter products. Clients can send their message to a large, qualified
list of consumers who have agreed to receive notices on special deals and promotions
from AL.com and gulflive.com and advertisres in the area. In addition,AMG can provide
white label email marketing services to help grow the client’s database, craft targeted
campaigns and maintain a company’s growing list of contacts.
SituationalAnalysis
(cont.)
AudienceTargeting Solutions
AMG Audience Targeting Solutions extend client advertising reach beyond AMG’s own websites
by placing the client’s messages in front of the people they want to reach, in the geographic areas they
want to target, on a network of premium,“brand safe” websites.
AL.com and gulflive.com deliver 24/7 real-time local and statewide news, college and high school
sports, weather entertainment, travel, classifieds, contests and more.The client’s ad campaign can be tar-
geted to a specific audience on AL.com or gulflive.com as well as their own network of local news and
information websites across the United States.The client can also reach local consumers when they are
actively or passively looking for new jobs, cars or homes.
Clients can aim advertising at a specific audience based on their geographic location.They can
reach only the customers that make sense for them.AMG can target by state, city or zip code.
Behavioral targeting enables clients to target potential customers based on the behaviors and
interests they exhibit online.AMG can target consumers by relevant content, shopping intent, transac-
tional data and more. It’s efficient, easy, and cost-effective.
Re-messaging allows the client to connect with potential customers who have already visited
their website,AL.com or gulflive.com. It’s the perfect way to build frequency with their online display
advertising campaign. Clients can reach the right audience after they visit the client’s website.AL.com,
gulflive.com or other websites in AMG’s network.
Through a premier partnership,AMG can put the client’s marketing message in front of Condé
Nast’s, a division of advance publications, audience of highly sought-after consumers in the context of
its engaging and beautifully designed websites, such as vogue.com, wired.com, bonapetit.com, golfdigest.
com and cntraveler.com, to name of few.The client can choose to run their campaign by collection, or
run of network (RON). Behavioral, demographic and geographic targeting are all available.
SituationalAnalysis (cont.)
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8. Directory
AMG offers a free comprehensive business listing with search functionality on
AL.com and gulflive.com. Business listings allow consumers to easily search by category,
location and keyword, and quickly find out about the products and services offered by the
client.An enhanced business listing can improve the client’s business’ visibility in search
engine results, and includes data distribution to get accurate and up-to-date information to
hundreds of other online directories.Additionally,AMG offers online reputation monitoring
that allows clients to easily track online comments and reviews about their business across
the web - including Twitter, Citysearch, andYelp - all in one place.
Survey
Ideation Solutions feels that conducting a survey with Alabama Media Group’s
clients will help gain a better understanding of client attitudes.The attitudes and the opin-
ions of clients will guide them to know what drives clients interests and assist with future
opportunities.The survey will also allow clients to share views of the company. By allowing
them to have a voice, clients of the Press Register and those who utilize digital services of
Alabama Media Group will gain a sense of appreciation. Currently the Press Register’s sales
approach to their B2bBclients consist of a cold call, followed by the company providing
them with information.We appreciate the personable approach of a phone call, and would
like to compliment them through the surveys.The first step would be contacting clients by
phone asking them for their participation.We would offer to bring the surveys to them or
email them, whichever the client prefers. Procuring a minimum of 100 surveys will help the
company gain an adequate sample of their clientele.
The purpose of the surveys, as stated before, is to understand the perception of
their clients toward Alabama Media Group.With the survey we suggest questions pertain-
ing to awareness and their opinion of the sales process. Ultimately this information can be
used to evaluate the approach in reaching new clients. (See Appendix A)
SituationalAnalysis
(cont.)
SWOT
Strengths
AMG has power in choosing what information they’d want to share
with their customers and how they’d want to share it. Much of AMG’s custom-
er loyalty comes from the reputable journalists and customer service provid-
ed by the company.Another highlight is the free newsletter delivery to the
customer’s email, based on that customers prefered topics and breaking news.
Text alerts are delivered via cellphone or tablet.AMG is found on many social
media platforms, such as Twitter, Facebook, Google+, Pinterest and Instagram.
Along with having many professional endorsements,AMG is the largest print
medium and is the largest digital news archive from all three papers.
(STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)
analysis
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9. SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)
analysis SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)
analysis
sa sa
Weaknesses:
Marketing is a key factor in promoting products and services to a customer,
whether through campaigns or focusing on what a business has to offer potential custom-
ers.AMG could take better advantage of the available marketing opportunities.
AMG relies on somewhat traditional business model, where an outside sales staff
prospects and sells to businesses. Prospect calling is a good way to widen a client network,
but can have limitations.AMG has an opportunity to take advantage to use technology to
target prospects more effectively.
AMG does not connect with consumers via social media as much as they could.
AMG needs to increase efforts in buildingbetter relationships with consumers and clients.
People feel important and appreciated when businesses, celebrities, personal icons, and so
on, respond or acknowledge them.
AMG focuses primarily on a younger generation, but has an opportunity to attract
a larger share of the baby boomer generation. and could really use an increase in business
from them.This group has free time, disposable income and a powerful desire for new
experiences.This generation represents a growing marketing segment.
At the same time,AMG needs a greater focus on younger generations.AMG could
make a greater effort to reach multi generational audiences by varying the message and
format, varying the degree of directness of the sell, considering the image of celebrities
and spokespeople used so that the audience relates, and focusing on engagement.
The AL Media Group’s Twitter account could benefit from tweeting content more
relevant to business and increasing interaction with its Twitter followers.
Opportunities:
AMG has an opportunity to bring greater awareness of the company as a 24/7 online
news source.The reason why Press Register went from printing newspapers daily to only
three times a week is due to AMG’s desire to make a transition to digital services.
On Twitter,AMG only has 189 followers, the Alabama Press Register has 0 followers,
AL.com Mobile has 12.8 thousand followers,AL.com has 51.7 thousand followers,AL.com
Montgomery has 4,480,AL.com Huntsville has 14.4 thousand followers,AL.com Birmingham
has 35.8 thousand followers, and AL.com Sports has 2,471 followers.These numbers show
an opportunity for growth with their Twitter accounts. On Facebook,AMG only has 334
likes and AL.com has 63,000 likes.These numbers show opportunity for growth in social
media websites people use.AMG’s target audience includes high school and college students.
A good way to improve these social media accounts is to interact with followers to keep
them interested in the information that gets posted. It is important to connect with the
audience to show that the company not only cares about themselves but for the community
as well.
AMG offers iPad classes for older people who need training.These devices could
be programmed to preload the AMG applications.AMG could also consider donating iPads
to classes.A good way to reach out to the younger generation is to visit high schools and
speak to the students about AMG.An assembly of students could help build Twitter and
Facebook followers. Giveaways and games would be great ways to get people involved.
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10. Threats:
An external threat for AMG includes other social media. Prospective clients and cur-
rent clients are using social media outlets other than AMG.
A negative of social media is its threat to print.Without print,AMG would see strug
gle, making social media awareness that much more significant if they cannot increase
their social media awareness.
SWOT(STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)
analysis
sa
Key Messages
Objective 1:“Around the Clock,Around Mobile”
Objective 1:“Breakfast Means Business”
Objective 2:“Connect WithYour Community: iPad Tutorial”
Objective 2:“Chat With Us: Follow Us Across the Social Board”
Objective 2:“Tailgate With the NEW AL.com”
Objective 3:“DoYou Know the Faces Behind Alabama Media Group?”
Objective 3:“Tune in and Win”
Objective 3:“Make the Most ofYour Penny”
kEY mESSAGES
km
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11. objectives
ob
Objective 3:
Increase public awareness that Alabama Media
Group is a 24/7 source for news and informa-
tion by 10% in one calendar year in the age
group 18 to 24.
objectives
Objective 1:
Increase “business to business” client base
by 15% within two calendar years.
Objective 2 :
Increase generate audience
awareness of Alabama Media
Group’s AL.com, social media
sites, and mobile apps by 10%
within two calendar years.
ob
18 19

12. objective
1
Planningobjectives
Increase “business to business” client base by 15% within two
calendar years.
Create a multimedia campaign
which emphasizes the digital solu-
tion offered by Alabama Media for
business to business.
Host networking eventts :“Breakfast means
Business” will be held to promote member rap-
port and growth. Distribute advertisements and
mention the event in monthly newsletter.
“Around the clock,Around Mobile”.:Tin the
Sunday paper. The article will highlight what
their company does and how it positively im-
pacts the local community. Each city (Mobile,
Birmingham, Huntsville) will have their feature
run in all three papers, connecting businesses
to new markets.
Strategy
tactics
objective
po
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13. ti
TacticalInformation
ti
“Breakfast Means Business”
Alabama Media Group’s local newspaper, the Mobile Press Register has an estab-
lished relationship with local businesses. To increase the client base and enhance relation-
ships with current clients, seasonal networking events hosted by the company can greatly
benefit the company’s reputation.These events will be specifically geared towards joining
the community, while featuring the Press Register’s top contributing B2B clients. Under-
standing the desire for the organization’s need to increase clientele, retaining clientele is
also important.With these events, the Press register will invite potential clients and con-
tinue with the key message “Around the Clock,Around Mobile.” During these events they
will gain the opportunity to connect with clients that have utilized the Press Register, and
understand the benefits of doing business with Alabama Media Group.
TacticalInformation
ti
When: The event will be hosted on a Saturday morning, starting at 9:00 am.
Where: The first event will be held at the Renaissance Riverview Hotel.
What: “Breakfast means Business,” a networking opportunity held by Alabama
Media Group offers the opportunity for B2B companies in Mobile,Alabama to join to-
gether for a seasonal community event.We will open with “Coffee and Conversation,” a
time where B2B clients and potential clients get to mix and mingle with one another.We
invite them to bring business cards and information about their business to share with
others.Alabama Media Group and Press Register sales associates will be in attendance,
sharing what the company has to offer during this session. Breakfast will be catered by
local restaurant, Spot of Tea.Afterwards we will spotlight our AMG scroll award recipient.
This client is one who has exemplified strengths in their industry and excelled in creating
lasting B2B relationships.They will be honored and highlighted during the event.They will
serve as our guest of honor, as well as speaker, sharing insight on their involvement on the
community, their success, as well as how AMG has assisted them as B2B client.We will
end by awarding our guest of honor with a plaque, thanking them for their business con-
tributions to the community. Merchandise featuring the logo will be handed out to guests,
as well as information packets to potential packets.
Why: These events will be presented through multiple outlets, including the
paper and website.All social media sites as well as the Press Register’s and local Mobile
page of AL.com will feature specifics of the events. Clients will be invited by email and
mail.We would also recommend reaching out to the Chamber and featuring an ad in their
newsletter to reach potential clients. By recognizing current clients, this will show your
gratitude and appreciation for their partnership with the Press Register and Alabama Me-
dia Group.Also by inviting potential clients, this creates an opportunity to create aware-
ness about what Alabama Media Group has to offer.
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14. TacticalInformation
ti
“Around the clock,Around Mobile”
Why: These events will be presented through multiple outlets,including the
paper and website.All social media sites as well as the Press Register’s and local Mobile
page ofAL.com will feature specifics of the events.Clients will be invited by email and
mail.We would also recommend reaching out to the Chamber and featuring an ad in
their newsletter to reach potential clients.By recognizing current clients,this will show
your gratitude and appreciation for their partnership with the Press Register andAla-
bama Media Group.Also by inviting potential clients,this creates an opportunity to create
awareness about whatAlabama Media Group has to offer.
“Business Spotlight”
Alabama Media Group has the unique pleasure to service many of the Gulf
Coast’s largest companies. Using these connections,the agency supports bi-monthly
articles“spotlighting”AMG business-to-business clients.We believe this would connect
the public with business that directly impact their community. This would first be tested
in the Mobile market and if well received,the series would be run in all three papers. Ul-
timately,the agency believes that featuring all three businesses in each newspaper (Press
Register,HuntsvilleTimes,Birmingham News) would maximize the appeal. This series
would connect businesses to new markets across the state while enhancing relationships
with current B2B clients and potentially gaining new clients across the Gulf Coast.
TacticalInformation
ti
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15. TacticalInformation
ti
26 27

16. objective
2
Planningobjective
Strategy
tactics
objective
Increase awareness of Alabama Media Group’s AL.com, social media sites,
and mobile apps by 10% within two calendar years.
Introduce new techniques to increase
engagement on social media sites, and
encourage patrons to utilize AMG’s
digital sites through events and ad-
vertising. Position Alabama media as
the digital solution for mobile com-
munications for social media users
(facebook, twitter, instagram, etc.)
Hold events that increase the interest of the
demographic.
Use social media to create awareness of
AL.com’s website and its 24/7 news platform.
Develop a second awareness campaign which
introduces AL.com’s new digital media offer-
ings.
po
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17. TacticalInformation
Hold events that increase the interest of the demographic.
As of April 2014, the only event that AL.com hosted for senior citizens was the
iPad class to teach them the basics of using their electronic device.Though Alabama Media
Group continues to grow electronically and continues to gain audience online, there are
still senior citizens who do not go online to get their news. Hosting more local events will
help increase the interest of the senior citizen and opinion leaders.When AL.com was
hosting iPad classes, it had a good turnout.Therefore,AL.com should continue to host
those classes at least once a month. If classes were offered once a month, senior citizens
would have the opportunity to learn and engage on AL.com easier. iPad classes are good
way to brand AL.com and is an opportunity to show seniors and opinion leaders how to
access the AL.com application on their iPad.
ti
TacticalInformation
Use social media to create awareness of AL.com’s website and its 24/7 news
platform.
30% of surveyors stated that they prefer to use Twitter which is a fast and easy
way to reach out to al.com’s target audience.AL.com has the opportunity to host a
TweetChat which will give them the opportunity to connect with consumers.AL.com
would use a hashtag at a specific time and date to hold a conversation with people
who care about the company.
TweetChat is a great opportunity to know what consumers are saying about
AL.com and answer any questions they may have.This will also give AL.com the oppor-
tunity to inform people that they are a 24/7 online news source.TweetChat gives com-
panies an opportunity to build relationships with patrons. Hosting a TweetChat would
be a learning experience for al.com and consumers. 34% of surveyors are on Facebook,
therefore, creating an event and inviting people to the TweetChat is a great way to tell
people that al.com will be hosting a TweetChat.An ad is also a great way to reach out
to people and tell the about it. 32% of surveyors said they use instagram more than the
others so posting a picture of the ad is a great way to reach out to the target audience.
ti
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18. Develop a second awareness campaign which introduces AL.com’s
new digital media offerings
“Tailgate with the NEW AL.com”
Due to popularity of the AL.com sports app, we will target sports fans to spread the
word about the “New” AL.com.
Ideation Solutions suggests launching a campaign during football season. Posting all
football scores and statistics on AL.com will hold the sports fans’ attention.We will host a
contest for most accurate bracket and promote this contest through direct mail, email and
newspaper, which will direct people to AL.com.The winner will receive Iron Bowl tickets
and a meet and greet with the Alabama coach of their choice.
The direct mail and email would explain how the newspaper has changed and intro-
duced Al.com; send out brochures and emails explaining the benefits of using Al.com, how
AL.com compares to the newspaper, and how to navigate Al.com.
ti
TacticalInformation TacticalInformation
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19. TacticalInformation
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objective
3
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20. Planningobjectives
Strategy
tactics
objectiveIncrease public awareness that Alabama Media Group is a 24/7 source for news and
information by 10% in one calendar year.
Create multimedia campaigns that
introduce new technology for AL.com
consumers and creates awareness for
around the clock coverage provided by
Alabama Media Group.
Partner with Clear Channel to host a Power
Hour giveaway, encouraging people to use the
site 24/7.
Improve social interaction by posting relevant
content that captures the targeted audience.
Position AL.com as a one-stop, 24/7 news
source.
po
TacticalInformation
Partner with Clear Channel Radio for Power Hour Giveaway
Ideation Solutions suggest partnering with Clear Channel Radio to access its local
radio stations.A Power Hour Giveaway includes making an announcement every hour on
the hour about certain events, giveaways, and promotions for AL.com.This will give the tar-
geted audience the knowledge and awareness of Alabama Media Group being a 24/7 news
source. It will also lead the audience to other events provided on AL.com.
ti
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21. ti
Radio Spot for Power Hour Giveaway
Targeting general public
Upbeat pop music plays in background
Radio Announcer Narrates
Music Ends
“Hey everyone, Dan here at 95 KSJ. Coming
up, we have a Power Hour Giveaway event
being held on Alabama Media Group’s webpage
at AL.com. Every hour on the hour listen for
opportunities to win giveaways and receive up-
dates on upcoming events by visiting AL.com.
This unique Power Hour Giveaway will be-
gin at noon on Friday, May 2nd. Join us for a
chance to win prizes like a gift card to Mug-
shots or tickets to (insert relevant music fes-
tival).This event is brought to you by Alabama
Media Group,Alabama’s Number One Local
Trusted News Source.
Alabama Media Group operates AL.com and
distributes the Birmingham News,
Huntsville Times, & Mobile Press Register.
TacticalInformation
Social Interaction Enhancements
Social interaction can give AL.com the edge over the competition. Ideation PR Agency believes
that by posting relatable content that captures the targeted audience,AL.com can improve social
interaction. Social media services aim to build connection between groups of people on the internet
platform. Having a successful social media optimization service helps assure the audience that the
connection between them and the company will be between one human being to another.
Create a “Then and Now” employee photo album
Ideation PR Agency believes that a client’s company is only as good as it’s hardworking em-
ployees. Using Facebook photo albums to highlight employees and reach out to fans can be a great
way to do so. Show fans the human side of AL.com. Creating a “Then and Now” photo album would
be a great start. Employees can provide photos from their youth along with recent photos of them-
selves.This helps your audience feel like they are more apart of AL.com, and it helps them feel as if
they know the employees on a more personal level. Enhance Facebook interaction by creating Face-
book events so followers can RSVP and stay up-to-date on the latest events being hosted by AL.com.
UseTwitter to Promote PersonalVideo Messages
Ideation PR Agency thinks that becoming personal on Twitter is a beneficial tactic.AL.com
can get creative by using video to connect on Twitter.There are several video tools, such asVsnap
that allow you to record a video message with a maximum length of 60 seconds. Use this to share
a personal video message to a follower or to your timeline on Twitter. Making these personal video
messages is easy. Look for interesting details in your audience’s Twitter bio to use to craft your mes-
sage. Say thanks to someone who shared your content or became a new follower.Answer a question
someone has about your company.All of these actions are simple yet effective ways to easily interact
more with your audience. Some other uses your company might want to consider to connect with
your audience include a tour of the office, individualVine videos for different teams, and encouraging
customers toVine about your business.
Let your audience know who’s tweeting. Ideation PR Agency has noticed many companies
include the initials of the person tweeting at the end of each tweet.This is a great way to make a
branded Twitter account feel a little more human and the interactions more personal.
What Are Alabama Media Group Employees ListeningTo?
A great way to make the targeted audience feel like they are on a more personal level with Al-
abama Media Group is to take snapshots of employees with earphones in around the office and post
them on Facebook along with the employees’ recent playlist.
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Position AL.com as a one-stop news source that is 24/7
Ideation Solutions suggests increasing the targeted audience’s awareness
that AL.com is a 24/7 news source by 20 percent.Adding specific messages to
Alabama Media Group’s newspapers will require action on behalf of the target-
ed audience, and instruct them to visit AL.com.An example of a message could
be,“For more information and news stories, visit AL.com,” or “To retrieve more
updated news stories, go to AL.com.” To expand on this,Alabama Media Group
could also run ads in their newspapers for Alabama Media Group and AL.com to
let the readers know that Alabama Media Group,AL.com, and their newspapers
are all connected. Ideation Solutions suggest running full stories in all Alabama
Media Group newspapers and providing the date range of when the stories were
released at the top of the page.
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conclusion
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Ideation Solutions appreciates Alabama Media Group for allowing us to
work with their business to further enhance its public relations and marketing
initiatives.We have enjoyed learning more about Alabama Media Group, and
gaining a clear understanding on what they are about.
Our agency team was able to engage in research and come up with rea-
sonable objectives and tactics to present ideas that will positively enhance Ala-
bama Media Group, that we hope will be taken into consideration. Our campaign
focused on the ideas that were given to us: to focus on creating digital techniques,
creating awareness that AMG is a 24/7 news source, and increasing the business
to
business clientele.
The Ideation Solutions team feels as though it has recommended affirma-
tive ideas that will enhance a solid representation of Alabama Media Group, and
to continue portraying itself as the primer media outlet.
We appreciate your time and attention.
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25. appendicies
The agency surveyed 100 communication students at the University of South Alabama on the
awareness of the Alabama Media Group, its services and how they get their news.
1. What medium do you get your news from? Circle all that apply.
- TV (65)
- Print (23)
- Radio (42)
- Digital (64)
2. Do you have a newspaper subscription in your household?
-Yes (12)
- No (88)
3. After the Press Register went from daily print to thee days a week, did you cancel your
subscription?
-Yes (21)
- No (79)
4. Where do you read the newspaper? Circle all that apply.
- Home (32)
- Work (13)
- School (38)
- Other (27)
5. Are you aware of the AL.com app?
-Yes (40)
- No (60)
6. What are you interested in? Circle all that apply.
- Sports (61)
- Entertainment (82)
- International News (54)
- Lifestyle (53)
- Outdoors (36)
- Family (49)
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appendicies
7. Do you own a smart phone?
-Yes (94)
- No (6)
8. What time of the day do you access your news?
- Morning (27)
- Afternoon (14)
- Evening (16)
-Various (46)
- I actively scan the news throughout the day (36)
9. Which social media platforms do you use? Circle all that apply.
- Facebook (56)
- Twitter (50)
- Instagram (53)
- None (5)
10. What is your age?
- 18-24 (80)
- 25-32 (19)
- 33-45 (0)
- 46-60 (0)
- 61+ (1)
11. What is your ethnicity?
- Black (31)
- Caucasian (61)
- Hispanic (4)
- Asian (3)
- Other (1)
12. Are you married?
-Yes (14)
- No (86)
(cont.)
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26. ac
appendicies
13. How many times a day do you access your social media?
- Never (5)
- Not often (11)
- Sometimes (10)
- Often (32)
-Very often (42)
14. Are you aware Alabama Media Group operates AL.com combining the talents of Press Reg-
ister, Huntsville Times and Birmingham News journalists?
-Yes (55)
- No (45)
15. I trust online journalists?
- Strongly Agree (4)
- Agree (25)
- Neutral (53)
- Disagree (10)
- Strongly Disagree (8)
16. I view multiple sources for my news.
- Never (11)
- Sometimes (57)
- Alwayw (32)
17. I feel AL.com has a conservative bias.
- Strongly Agree (6)
- Agree (18)
- Neutral (62)
- Disagree (8)
- Strongly Disagree (2)
18. Would you be interested in attending community events sponsored by AL.com (i.g. tailgating,
entering to win event tickets by attending blood drive, etc)
-Yes (56)
- No (44)
(cont.)
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appendicies
19. Do you have children?
-Yes (14)
- No (86)
20. When news breaks, I feel AL.com is following the story and updating constantly.
- Strongly Agree (4)
- Agree (29)
- Neutral (51)
- Disagree (9)
- Strongly Agree (5)
(cont.)
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