Alliance Day 2007: Advertising Coops

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Leveraging Your Marketing Dollars: Reviews exciting new developments in the Cooperative Advertising Program, including expanding cooperative placements with the New York Times.

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Alliance Day 2007: Advertising Coops

  1. 1. DAY Cooperative Advertising Program: Radio and Print Buys
  2. 2. Cooperative DAY Advertising Program Why Does Advertising Matter? •Competition for leisure time •Adds value to your product and organization
  3. 3. Cooperative DAY Advertising Program Advertising builds awareness and brand identity among •Your/Potential Single ticket buyers •Your/Potential Subscribers •Your Peers •Your Board •Your Staff •Your/Potential Funders •Your/Potential Individual Donors
  4. 4. Cooperative DAY Advertising Program How can I build awareness and brand identity on with my small budget? Cultural Alliance’s Cooperative Advertising Program Goals of the Program To make advertising a viable option for smaller organizations that ordinarily couldn’t afford to do so To increase advertising size and frequency for all participants
  5. 5. Cooperative DAY Advertising Program Who Has Participated in the Past? Small Organizations (by budget) The Bach Festival of Philadelphia, Inc. The Barley Sheaf Players Lansdowne Arts Festival/Lansdowne Economic Development Corporation Mendelssohn Club of Philadelphia New Sounds Music, Inc./PRISM Quartet Pennsylvania Guild of Craftsmen Philadelphia Songwriters Project Players Club of Swarthmore Temple Theaters Temple University Boyer College of Music & Dance
  6. 6. Cooperative DAY Advertising Program Who Has Participated in the Past? Medium Organizations (by budget) Abington Art Center Montgomery County Community College Allens Lane Art Center Philadelphia Art Alliance Art Sanctuary Philadelphia Boys Choir and Chorale Astral Artistic Services Philadelphia Folklore Project Chester County Art Association The Philadelphia Singers The Clay Studio Pig Iron Theatre Company Cliveden of the National Trust Sedgwick Cultural Center Community Music School of Collegeville Singing City, Inc. Enchantment Theatre Company Society Hill Playhouse Center for the Gershman Y Performing Arts, Inc. InterAct Theatre Company Studio Incamminati Lantern Theater Company Lenape Regional Performing Arts Center
  7. 7. Cooperative DAY Advertising Program Who Has Participated in the Past? Large Organizations (by budget) National Liberty Museum The Academy of Vocal Arts Opera Company of Philadelphia Annenberg Center for the Performing Arts Opera Delaware Arden Theatre Company Pennsylvania Humanities Council Battleship New Jersey Museum and Memorial The People's Light & Theatre Company Brandywine River Museum Peter Nero and the Philly Pops Bryn Mawr Film Institute Philadelphia Chamber Music Society Chester County Historical Society Philadelphia Theatre Company City of Philadelphia Mural Arts Program Please Touch Museum Delaware Symphony Orchestra The Rock School for Dance Education Eastern State Penitentiary Historic Site, Inc. Rutgers-Camden Center for the Arts The Grand Opera House Samuel S. Fleisher Art Memorial Independence Seaport Museum Settlement Music School Institute of Contemporary Art University City District International House Philadelphia World Affairs Council of Philadelphia Main Line Art Center WXPN-FM Mann Center for the Performing Arts Mercer Museum of the Bucks County Historical Society
  8. 8. Cooperative DAY Advertising Program Who Has Participated in the Past? Very Large Organizations (by budget) The Curtis Institute of Music Franklin Institute Science Museum Kimmel Center, Inc. Pennsylvania Academy of the Fine Arts Pennsylvania Ballet Association The Pennsylvania Horticultural Society The Philadelphia Orchestra Association University of Pennsylvania Museum of Archaeology and Anthropology The University Of The Arts Walnut Street Theatre WHYY, Inc. Winterthur Museum & Country Estate
  9. 9. Cooperative DAY Advertising Program Take a Cultured Approach to Advertising •Access highly sought after, high impact print and radio advertising slots at deep discounts. •The program enables organizations to advertise for the first time or complement existing initiatives. •Program combines marketing experience of the Cultural Alliance and media buying power of Harmelin Media. Kendra
  10. 10. Cooperative DAY Advertising Program Radio Advertising Advantages •Selectively targets audiences through distinct formats •Smaller coverage area provides less geographic waste •Good frequency builder
  11. 11. Cooperative DAY Advertising Program Radio Package for One Week nine 60 sec. shared spots eleven 30 sec. individual spots twelve 30 sec. individual spots twelve 20 sec. individual spots ONLY $2,982
  12. 12. Cooperative DAY Advertising Program Radio Package for One Week 1 week=44 spots 3,484,000 impressions September 17-November 11, 2007 VALUE: $7,117 ONLY: $2,982
  13. 13. Cooperative DAY Advertising Program Radio Package for One Week-WHYY (Runs 11 times/:30) Philly Fun Guide dot com supports WHYY with a complete listing of events like Eastern State Penitentiary, a national historic landmark. Eastern State Penitentiary offers daytime history tours and its nighttime Halloween tour: Terror Behind the Walls. Information at Eastern State dot org and 215-236- 3300. The Penitentiary is located just five blocks from the Philadelphia Museum of Art. Eastern State Penitentiary tours and more are featured on Philly Fun Guide dot com.
  14. 14. Cooperative DAY Advertising Program Public Radio Underwriting Guidelines Underwriting Credits May Include Stations are allowed to identify, not promote, commercial entities that provide general support for the station. This identification can include the following: • The name of the person or entity • Corporate mission • Location information • Telephone numbers and website addresses • Audio logos that identify but do not promote • Value neutral descriptions of a product line or service • Brand and trade names • Product or service listings that do not include qualitative or comparative language Underwriting Credits May Not Include The following items are not acceptable in underwriting credits or announcements • Price information • Calls to action • Inducements to buy, sell, rent or lease • Comparative information • Qualitative information
  15. 15. Cooperative DAY Advertising Program Radio Package for One Week-KYW (Runs 9 times/:60) People’s Light and Theater Company presents Something You Did running now through November 19th. This gripping new play is about a former underground radical who seeks parole after a 30 year jail sentence. More information at peoples light dot org. Something You Did at People’s Light and Theater Company and much more on Philly Fun Guide dot com, your go-to guide for fun in the region. Log onto Philly Fun Guide dot com and sign up for FunSavers; half-price ticket offers sent to your inbox every Thursday morning. Find out what’s going on in the Philadelphia area by searching Philly Fun Guide dot com for fun things to do – Like Eastern State Penitentiary, America’s most historic prison, daytime history tours seven days a week, and Terror Behind the Walls, one of the nation’s premier haunted houses. Just five blocks from the Philadelphia Museum of Art. Eastern State Penitentiary history, tour details and coupons at Eastern State dot org
  16. 16. Cooperative DAY Advertising Program Print Advertising Advantages •Broad Reach •Immediate Impact •Geographic flexibility •Excellent local penetration •Presentation of detailed message
  17. 17. Cooperative DAY Advertising Program Print Buys Full color; 3 advertisers per week September 20, 27 October 4, 11, 18, 25 November 1, 8 1 week=102,000 readers ONLY $187 Value: $244
  18. 18. Cooperative DAY Advertising Program
  19. 19. Cooperative DAY Advertising Program Print Buys (Philadelphia and South Jersey editions) Sunday, September 10, 2007-Fall Arts & Leisure Preview or Sunday, November 18, 2007 Full color-10 1/2x11” Free Standing Insert with four advertisers per side 1 buy=56,000 subscribers ONLY $1,491 Value: $6,910
  20. 20. Cooperative DAY Advertising Program *Last year’s ad with 6 advertisers
  21. 21. Cooperative DAY Advertising Program Proofing Process-New This Year Radio copy will be sent to the advertisers 10 days before the Monday the ads begin. Print ad proofs will be sent to advertisers 5 business days before the deadline. •Advertisers have 24 hrs. to provide text edits to their ad portion •If edits were made, a final version will be sent for sign off
  22. 22. Cooperative DAY Advertising Program Highlighted on PhillyFunGuide.com’s homepage the week you advertise for FREE with your cooperative advertising insertion
  23. 23. Cooperative DAY Advertising Program How do I take advantage of this great deal? Complete the online insertion forms at philaculture.org/adcoop and send your image to Kendra at kendral@philaculture.org •Fall deadline: July 9, 2007 •Advertising text and images must be received with form to be considered Payment due by the Friday before your ad runs. •Payment plans available. •Invoices can be requested •Method of payment: credit card or check
  24. 24. Cooperative DAY Advertising Program How do I take advantage of this great deal? Spaces are limited! • Preference will be given to first time advertisers and single placement buyers • From there, first come, first serve • You will be able to rank your choice in spot timing Advertisers will be notified by July 16 if their insertion is accepted.
  25. 25. Cooperative DAY Advertising Program Campaign Fall Campaign • 8 Weeks of Radio 9/17-11/11 • 8 Weeks of City Paper 9/20, 9/27, 10/4, 10/11, 10/18, 10/25, 11/1, 11/8 • Fall Arts & Leisure Preview in NYTimes 9/9 • NYTimes 11/18 Next, Spring 2008 Campaign • 4 Weeks of Radio 3/3-3/31/2008 • 4 Weeks of City Paper 3/6, 3/13, 3/20, 3/27 • Spring Arts & Leisure Preview in NYTimes 2/2008
  26. 26. Center City District DAY Advertising Other dates: Center City Art in Transit This summer, the Center City District is offering Cultural Alliance members a 7% discount off Art in Transit bus shelter rental fees during the months of July & August*, 10% discount if one of those shelters is on Market East. Art in Transit shelters are a great way for non-profit organizations to promote themselves at low cost. Normal rental fees range between $40 & $70 per week. Take advantage of additional summer savings today. There are 47 shelters in the program, including space on Walnut, Chestnut, South Broad & Market Streets. See opposite side for map. Interested groups should contact the Center City District no later than 8/6/07: KellyAnn Farrelly, Manager Banner & Art in Transit Programs 215.440.5527 kfarrelly@centercityphila.org * Discount applies to new contracts, only. $40 posting fees are not affected.
  27. 27. PhillyFunGuide.com and DAY FunSavers Advertising Other Dates: PhillyFunGuide.com banner advertising 120w x 120h pixels Standard Rate: $600 Member Rate: $300 Minimum of 50,000 impressions run-of-site Category page ads available as well
  28. 28. PhillyFunGuide.com and DAY FunSavers Advertising Other Dates: FunSavers banner advertising Over 62,000 subscribers 468w x 60h pixels Standard Rate: $350 Member Rate: $250
  29. 29. PhillyFunGuide.com and DAY FunSavers Advertising Want to buy more than one? •Bulk discounts •Highlight and spotlight package perks •Promotional trades
  30. 30. DAY Advertising The Greater Philadelphia Cultural Alliance’s Campaign for Culture, an umbrella marketing initiative, is funded by The Pew Charitable Trusts. The PhillyFunGuide.com and FunSavers programs are additionally funded the National Endowment for the Arts.

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