This document summarizes Audience and Consumer Marketing strategies and tools for different business units. It discusses using segmentation tools like LEAP and RAM panel testing to understand audiences. It provides examples of pitching strategies to advertisers using tools like Acxiom PersonicX for audience segmentation and identifying customer types like "Skyboxes & Suburbans". Polling tools like Civic Science and automotive data from R.L. Polk are also discussed for targeting and analytics. Specific campaign proposals are provided for auto dealerships including email, display, mobile and Facebook advertising.

1. Audience and Consumer Marketing
will fulfill specific needs for each business unit
Audience
and
Consumer
Marketing
Advertising
Advertisers
Matt Migdal,
Research Database
Coordinator
RAM panel testing
of Ads, Digital analytics,
Cxense, Ominture,
Audience segmentation
Via LEAP
Amanda Farrell,
Mgr. Audience/Consumer
Mkt.
Audience segmentation via
LEAP, RAM panel testing of
Ads
Bill Dietz,
Advertiser Database
Marketing Manager
Polk data, Civic Science
polling, Audience
segmentation via LEAP,
etc. Advertiser
presentations/pitches 1
Use advertisers
customers audience
segmentation to
match our products

2. 2
We invested so you don’t have to!
•Postal Certified CDS HH Data
•Acxiom Demographics 2015
•PersonicX Segment Clusters
•Subscriber/Non Subscriber Data
•2013/2014 Moore Research Market Study
•R.L. Polk Automotive Data
•AdMall Sales Intelligence
•Erie County Voter Registration Records
•Civic Science Polling
•RAM (Research and Analysis of Media)
•Nielsen Business Data
•Buzzboard
•Vendasta

3. Needs
Assessment
Data
Append
Demographics
Analysis
Segmentation
Modeling
Needs
Fulfillment

4. 4
Source: AcXiom PersonicX, 2014
The Pitch….

5. Source: AcXiom PersonicX, 2014

6. Average Income: $100,000+
Age: 35 to 54
HH Comp: Kids in HH
Occupation: Professional/Technical
Marital Status: Married
Education: College/Grad School
Tenure: Homeowner
Home Value: $100,000 +
“Who are your targets?”
Source: AcXiom PersonicX, 2014

7. SKYBOXES & SUBURBANS
ETN Index:174 Customer Index:250 MEAN AGE: 49.6
MAGAZINES/NEWSPAPERS:
Real Simple
Consumer Reports
NY Times
Sunday Newspaper
Airline Magazines
Business/Finance Magazines
Shape
FINANCIAL/INSURANCE:
Heavy Investment Activity
Second Mortgage
Online banking
529 Plan (College Savings Plan)
Contribute $100+ to Public
Broadcasting
COMPUTERS/ONLINE:
 Personal or Business Travel Plans
Business/News Web Sites
Movie Times
Download Music
MapQuest
Childcare
MLB
Heavy Internet shopper
SUBURBS & TOWNS
Skyboxes & Suburban's is one of the best-educated and wealthiest clusters. These wealthy
families shop at upscale stores, spend time feathering their nest and adhere to regular fitness
programs.
FORTUNES & FAMILIES WEALTHY
“What are they like?”

8. HARD CHARGERS
ETN Index: 172 Customer Index: 220 MEAN AGE: 37.2
ACTIVITIES:
Gambling in Vegas
Rock Music Performances
Bicycling
Fantasy Sports Leagues
Bars
Jogging and Running
Cash & Careers
FINANCIAL/INSURANCE:
Capital One
Investment Real Estate
Banking by Internet
Personal Loan
Life insurance from Work
Give to Charity
CPA for Taxes
Affluent
COMPUTERS/ONLINE:
CNN
CNET
ABC
Watch On-Line Video
Gather Real Estate Information
Suburbs & Towns
Hard Chargers is dominated by well-educated and professionally successful singles. They are almost
homeowners in a mix of houses and condominiums.
“What are they like?”

9. ESTABLISHED ELITE
ETN Index:191 Customer Index 202 MEAN AGE: 57.4
SHOPPING:
Trader Joe’s
Nordstrom
Ann Taylor
Crate & Barrel
Internet
Barnes and Noble
Independent Jewelry Stores
MATURE WEALTH
MAGAZINES/NEWSPAPERS:
The New York Times
Money
NNN Top 10
Time
Travel + Leisure
The Sunday Newspaper
WEALTHY
COMPUTERS/ONLINE:
Tracked Investments/Traded Stocks
NYTIMES
CNN
Wireless Connection
Googlemaps
Travel Planning
Apple Computer
CITY & SURROUNDS
Established Elite represents America’s elite couples and singles. With no school-age
children at home and the highest incomes in the country, these households have
enormous disposable incomes and pursue correlating luxuries and activities.
“What are they like?”

10. Customer Zips

11. Market Potential Zips

12. Zip Strategy

13. Audience Opportunities:
• Display Branding Program
• Geo Targeted Insert Program
• Geo Targeted E-mail
Campaign
• Event Partnership
• Local search Optimization
• Targeted Impressions (Mobile)
$25,000 Campaign

14. Categories of Business
•Non Profits
•Senior Living
•Hearing Aid Centers
•Higher Education
•Financial
•Home Services
•Specialty Health Services

15. The Power of Polk
and Civic Science

16. Erie County New Vehicle

17. Chrysler/Jeep/Dodge/RAM New Vehicle by
Dealer

19. CivicScience
19
A consumer and media intelligence company providing a
powerful, flexible, and dynamic poll-question research platform and
dataset.
• Collect first-party attitudinal data only
• Real time collection and reporting
• Always on (700+ poll locations, tens of millions of profiles and
counting)
• They host the data and system, and have a team maintaining
the questions – We can access the data and reports whenever
we want
8/27/2016 biz.civicscience.com

20. The CivicScience Platform
20
Dynamic
Question
Library
Publisher
Audience
Network
Correlation
Discovery
Engine
Real-Time
Insights
Solutions
InsightStore™
8/27/2016 biz.civicscience.com

21. 3 Question Types
1
Engagement
21
2
Value
3
Profile
Role:
Entice the respondent to
interact
Example:
“Will you attend the Erie
Bluegrass Festival this
year?”
Role:
Collect consumer data
relative to a specific
research objective
Example:
“How important is it to you
to buy American-made
products?”
Role:
Build up consumer profile
data
Example:
“What best describes your
marital status?”
8/27/2016 biz.civicscience.com
Publishers can write their own engagement and value questions, too.

22. GoErie.com Poll
Customizable polling widgets that are embedded in our websites and mobile apps. Match the style of our
site. The polling widgets are the windows to our questions and contain a cookie to help us track each
respondent over time, while keeping them 100% anonymous.
22
8/27/2016
biz.civicscience.com

23. Common Usage Scenarios
23
• Writing custom research (value) questions
• Study brand favorability
• Profile respondents
• Build an ad sales narrative
• Track sentiment over a long period of time
• Engage with your audience to increase time-on-site
• Leverage writing custom engagement questions for content
enhancement
8/27/2016 biz.civicscience.com

27. Champion Ford and Champion Ford Edinboro
Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year
$1960.35/email
Includes landing page with form and email creation
Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month
Mobile Geofencing competition and targeting geography listed above
Following site visitors with branding message
Facebook ads delivered to Auto Intenders in targeted geography $500/month
Campaign set up to either clicks to website or another objective
Total Campaign $3,659.35 Month
Jamestown 1,684
Oil City 7,301
Franklin 7,215
Meadville 12,150
Titusville 4,779
Warren 8,189
Corry 4,749
46,067

28. Hallman Superior Toyota
Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year
$2,372.64/email
Includes landing page with form and email creation
Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month
Mobile Geofencing competition and targeting geography listed above
Following site visitors with branding message
Facebook ads delivered to Auto Intenders in targeted geography $500/month
Campaign set up to either clicks to website or another objective
Total Campaign $4,071.64 Month
Jamestown 1,684
Oil City 7,301
Franklin 7,215
Meadville 12,150
Titusville 4,779
Warren 8,189
Corry 4,749
Ashtabula
Ohio 17,203
63,270

29. Cunningham Chrysler, Dodge, Jeep, Ram
And
Times Publishing Company
Advertising Product Proposal for July 1, 2016 thru
June 30, 2017
•Monday Jewel Box Sports - $535/weekly ($27,820 annually)
•Friday Jewel Box Sports - $535/weekly ($27,820 annually)
•Sunday NWPA Outdoor page Strip sponsor - $635/weekly ($33,020 annually)
•GoErie Post it Note - $600/Month ($7,200 annually)
•NWPA Outdoor Sponsor on GoErie - $400/Month ($4,800 annually)
•Custom Email Campaign: (up to 50,000 monthly emails) - $1360/Month (6 Months) ($8,160 annually)
•On Target – 50,000 impressions a month - $500/Month ($6,000 annually)
•FaceBook Advertising - $500/Month ($6,000 annually)
•Social Management - $550/Month ($6,600 annually)
•List Optimization 2 Locations - $38 Month ($456 annually)
•BestRide - $1,095 Month ($13,140 annually)
Annual Investment - $142,192

30. Thank You
Bill.dietzjr@timesnews.com
814-870-1630