Think Pink Ad Revenue Presentation


Published on

An ad revenue generation project for The Augusta Chronicle, created by 2008 Morris Communications corporate interns.

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Think Pink Ad Revenue Presentation

  1. 1. “ Think Pink” Revenue Generation Project for The Augusta Chronicle <ul><li>Scenario: The VP of Advertising for Morris Communications created a newspaper division-wide initiative to recognize Breast Cancer Awareness Month and generate special ad revenue through print, online and event promotions. All business units were to participate using basic ideas from corporate. However, each newspaper was also to be responsible for additional revenue generation strategies. Some funding was to come from corporate, but most was to come from individual unit budgets. </li></ul><ul><li>Challenge: The Director of Sales and Marketing for The Augusta Chronicle – the companies flagship newspaper – wanted fresh ideas for his team’s implementation of the initiative. He asked the corporate interns to create these. </li></ul><ul><li>Solution: The corporate interns created the following presentation to assist The Augusta Chronicle ’s sales and marketing department in carry out its revenue goal for the Breast Cancer Awareness Month initiative. </li></ul><ul><li>Results: Ultimately, The Augusta Chronicle partnered with one of the intern’s suggested sponsors to host a luncheon – instead of a ball – and used the idea of asking for survivor stories. See results at the local initiative website. </li></ul>
  2. 2. Think Pink <ul><li>How The Augusta Chronicle can: </li></ul><ul><li>Generate ad revenue </li></ul><ul><li>Foster positive image in community </li></ul><ul><li>Give to a charitable organization </li></ul>By The 2008 Morris Management Interns
  3. 3. Intern Goals <ul><li>Find 4 – 6 key sponsors: $30,000 - $50,000 each </li></ul><ul><li>Expand on “Think Pink” ball concept </li></ul><ul><li>Expand on “Dress for the Cure” Fashion Show idea </li></ul><ul><li>Create solicitation for special In Memoriam </li></ul><ul><li>Create sales launch plan to motivate staff </li></ul>
  4. 4. Key Sponsorships <ul><li>University Hospital/Medical College of Georgia </li></ul><ul><ul><li>Sponsor “Ask the Expert” column for month; “Survivor of the Day” ad </li></ul></ul><ul><ul><li>Use print content to create online interactive quizzes for website </li></ul></ul><ul><li>Johnson Company/Darrow Group </li></ul><ul><ul><li>Pink Cadillac car giveaway or BMW Ultimate Drive tie-in </li></ul></ul><ul><li>Area Kroger grocery stores </li></ul><ul><ul><li>Already a Giving Hope a Hand participant </li></ul></ul><ul><ul><li>Print coupon for certain product each day; % of proceeds to charity </li></ul></ul><ul><li>Area Curves fitness centers </li></ul><ul><ul><li>Promote annual Curves offer for discounted fees to new members with proof of mammogram in last year. Sponsor tips on mammograms and self-examinations in print and online. </li></ul></ul><ul><ul><li>Sponsor weight loss contest among readers (weight loss and increased physical activity associated with lower risk). Put podcasts online about 5-minute, easy exercise routines. </li></ul></ul>
  5. 5. “ Think Pink” Ball <ul><li>Concept: Augusta society event </li></ul><ul><ul><li>$50 - $100 per plate </li></ul></ul><ul><ul><li>Key note speaker from Susan G. Komen Foundation </li></ul></ul><ul><ul><li>Silent auction and wine tasting beforehand </li></ul></ul><ul><ul><ul><li>Sponsored by Montmorenci Vineyards, Windsor Jewelry, etc. </li></ul></ul></ul><ul><ul><ul><li>Pair with Augusta Magazine for promotion </li></ul></ul></ul>
  6. 6. “ Dress for the Cure” Fashion Show <ul><li>Main sponsors: Anchor stores (ex. Dillard's, Macy’s) </li></ul><ul><li>First 100 attendees get gift bags, sponsored by boutique shops and other mall stores </li></ul><ul><li>Models will be survivors, family members </li></ul><ul><li>Entry/Donations: $5 </li></ul>
  7. 7. In Memoriam <ul><li>Run house ad for entries starting 2 – 3 weeks before beginning of month, asking families to submit, for free </li></ul><ul><li>Offer families a 2 – 3 minute video memoriam to go on </li></ul><ul><li>Sell sponsorships to funeral homes, hospitals, florists and mental health practitioners </li></ul>
  8. 8. Sales Launch <ul><li>Local survivor speaks to sales team </li></ul><ul><li>Each ad vertical team (ex. real estate, nationals, classified) “adopt” a survivor in the area and gets to learn their story </li></ul><ul><ul><li>This gives them tangible motivation to sell; they can see how peoples’ lives are affected </li></ul></ul><ul><ul><li>Top 5 sales people get public recognition </li></ul></ul><ul><ul><li>Sales Close: Have a small reception to celebrate success. “Adopted” survivors should attend </li></ul></ul>
  9. 9. Think Pink
  10. 10. “ Think Pink” Revenue Generation Project for The Augusta Chronicle <ul><li>Project Members: </li></ul><ul><ul><ul><ul><ul><li>DeShaun Maria Harris </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Kelly Ann Frizzell </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Hilary Hegwood </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Colin Smith </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Jill Stephens </li></ul></ul></ul></ul></ul><ul><li>Project Manager: Tony Bernados , Director of Sales and Marketing </li></ul><ul><ul><ul><ul><ul><li> The Augusta Chronicle </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> (706) 828-2991 office </li></ul></ul></ul></ul></ul><ul><li>Project Duration: June 25 – June 27, 2008 (3 days) </li></ul>