Australian Open / Optus Campaign Proposal

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Australian Open / Optus Campaign Proposal

  1. 1. AUSTRALIAN OPEN 2011
  2. 2. Focus of Campaign <ul><li>2,466 Australian companies and government departments </li></ul><ul><li>Employers of over 400 staff </li></ul><ul><li>Approx 51,785 people </li></ul><ul><li>Executives, Senior Managers, General Managers, Heads of Department, CEO </li></ul><ul><li>Only 30% existing Optus customers </li></ul>
  3. 3. Reach & Frequency <ul><li>Campaign Period Dec 2010 – Jan 2011 </li></ul><ul><li>Reach 80% of Target Audience </li></ul><ul><li>Frequency 3+ times </li></ul>
  4. 4. Target Audience <ul><li>Visible Achievement (values segment) </li></ul><ul><li>45-55 M/F 70% Male skew </li></ul><ul><li>AB Quintile </li></ul><ul><li>Tertiary educated </li></ul><ul><li>Sydney & Melbourne eastern / inner suburbs </li></ul>
  5. 5. Target Audience Persona <ul><li>“ BRIAN” </li></ul><ul><li>47 years old </li></ul><ul><li>2 adult children </li></ul><ul><li>Lives in Mosman </li></ul><ul><li>Executive at ASX 200 Co. </li></ul><ul><li>Drives Lexus to work in CBD </li></ul><ul><li>Earns $220k, net worth $1.9m </li></ul><ul><li>QFF member </li></ul><ul><li>8 domestic, 3 APAC flights per yr </li></ul><ul><li>Uses Laptop, iPad & Smartphone </li></ul>
  6. 6. Time spent per weekday <ul><li>Internet (excl e-mail): 65 mins </li></ul><ul><li>Commercial TV: 48 mins </li></ul><ul><li>ABC TV: 30 mins </li></ul><ul><li>Commercial Radio: 25 mins </li></ul><ul><li>Newspapers: 30 mins </li></ul><ul><li>Magazines: 14 mins </li></ul><ul><li>STV: 28 mins </li></ul>
  7. 7. Brian’s Media Habits <ul><li>Most reliable source of business & finance news: </li></ul><ul><li>National Newspapers </li></ul><ul><li>Internet </li></ul>
  8. 8. Brian’s Media Habits <ul><li>Home subscription to AFR & The Monthly </li></ul><ul><li>Listen to 2GB during drive to work </li></ul><ul><li>Reads CFO & AFR Boss at work cover to cover </li></ul><ul><li>Saturday SMH/The Age & Good Weekend </li></ul><ul><li>Reads QANTAS – The Australian Way monthly </li></ul>
  9. 9. Brian’s Media Habits <ul><li>Receives electronic direct mail from: </li></ul><ul><li>BRW </li></ul><ul><li>QANTAS Frequent Flyer </li></ul><ul><li>AFR & AFR Boss </li></ul><ul><li>SMH / The Age </li></ul><ul><li>The Australian </li></ul>
  10. 10. Brian’s Media Habits <ul><li>Internet Activity: </li></ul><ul><li>Smh.com.au </li></ul><ul><li>Asx.com.au </li></ul><ul><li>Theage.com.au </li></ul><ul><li>Theaustralian.news.com.au </li></ul><ul><li>Afr.com </li></ul>
  11. 11. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Radio 2GB (mon-fri x 4 breakfast) 20 20 20 20 20 20 20 20 300.00 48,000.00 Magazine AFR BOSS OBC 285x245 1 24,832.50 24,832.50 154,000 AFR BOSS 1st DPS after contents - 285x480 1 39,256.25 39,256.25 154,000 CFO OBC 285x230 1 18,480.00 18,480.00 CFO WALLCHART CALENDAR 1 27,500.00 27,500.00 THE Monthly IFC 275 x 210 1 11,500.00 11,500.00 93,000 QANTAS-The Australian Way Four Colour DPS 285 x 430 1 1 18,188.00 36,376.00 435,000 QANTAS-The Australian Way Four Colour OBC 285 x 220 1 1 12,408.00 24,816.00 435,000 QANTAS-The Australian Way Third Page Vertical Four Colour 285 x 80 3 3 6,468.00 38,808.00 435,000
  12. 12. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Newspaper AFR Monday national bellyband 70x657 1 1 1 1 95,943.00 383,772.00 240,000 AFR Qtr page colour 20cmx4 Mon, Wed, Fri &quot;market wrap pg1&quot; position 3 3 3 3 18,443.64 221,323.68 240,000 Sydney Morning Herald (SAT) Full page colour 55cm x 11col 1 1 94,500.33 189,000.66 1,003,000 The Age (SAT) DPS 550x786 Full Colour 1 1 129,699.90 259,399.80 861,000 Good Weekend Full page colour 365 x 288 1 1 43,230.00 86,460.00 1,623,000
  13. 13. Flight Plan & Budget Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2 - 8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Online themonthly.com.au roadblock (100% SOV leader board & MREC) 300x250 + 728x90 - per 30 days 1 1 13,500.00 27,000.00 100,000 afr.com medium rectangle - home page 300x250 - per month 1 1 18,150.40 36,300.80 afrboss.com monthly sponsorship 100% SOV medium rectangle 300x250 1 1 2,035.00 4,070.00 eDM QANTAS Frequent Flyer monthly membership email sponsorship 1 1 0.00 0.00 BRW email sponsorship - daily mon-fri 1 1 1 1 1 1 1 1 3,080.00 24,640.00 11,971 TOTAL 1,501,535.69
  14. 14. Outcome of Media Negotiation <ul><li>Sought to book: </li></ul><ul><li>Double Page Spread (Four Colour DPS 285 x 430) $ 28,700 </li></ul><ul><li>Outside Back Cover (Four Colour OBC 285 x 220) $ 25,600 </li></ul><ul><li>Third Page (3 x $ 8,000) (Third Page Vertical Four Colour 285 x 80) $ 24,000 </li></ul><ul><li>OPTUS maximum rates as per rate card $ 78,300 </li></ul><ul><li>Maximum total potential cost for December & January $ 156,600 </li></ul><ul><li>  </li></ul><ul><li>Negotiated media placement for total $100,000 </li></ul><ul><li>Resulting in an overall negotiated discount of 56.6% for this media placement. </li></ul>
  15. 15. Potential Enhancement <ul><li>Additional 33% of budget ($500,000) </li></ul><ul><li>Increase reach by 5% (85%) </li></ul><ul><li>Increase frequency by 1+ (4+) </li></ul><ul><li>Include print, online & eDM placements in </li></ul><ul><li>The Australian </li></ul><ul><li>Business / Entrepreneur / Media / IT / Wealth </li></ul><ul><li>Travel + Indulgence / The Deal / WE Aus Magazine </li></ul><ul><li>The Australian iPad App #1 in news category </li></ul>

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