2. Overview
Omaha World-Herald
• The Omaha World-Herald and Omaha.com are
among the top media sources in the Midwest.
• As readership migrates from the printed
newspaper to digital options, there is an
opportunity for the World-Herald to develop new
ways to reach younger readers.
• Converting the “millennial” generation from
casual, occasional readers to subscribers is an
important goal for the World-Herald.
3. Current OWH Demographics
• Audience Profile, Adults 18+, Integrated Newspaper Audience (INA)
– Median Income: $82,695
– Median Age: 52
– Home Owners: 82%
– Median Home Value: $175,292
Source: The Media Audit, Integrated Newspaper Audience, Fall 2015
• Audience Profile, Adults 18+, Omaha.com
– Median Income: $88,758
– Median Age: 47
– Home Owners: 78%
– Median Home Value: $191,363
12. Millennial Research
• Google Survey
– Purpose - To find out how Millennials consume news,
perceptions, habits.
• Methodology
• Used personal Facebook, Instagram, LinkedIn and Twitter accounts to send
out link to a Google survey that contained questions about news-related
media habits.
• Asked age of respondents and utilized data only from those who were
between the ages of 18-34.
• Gallup Report How Millennials Want to Work and Live.
• Deloitte Report: Winning over the next generation of leaders.
16. Gallup Report
• Why are Millennials on Social Media all the
time?
– 93% Family and Friends
– 50% Info about a company or organization
– 32% Network or search for a job
• How do we connect without encroaching on their
experience?
How Millennials Want to Work and Live. Rep. N.p.: Gallup, n.d. Print.
17. Deloitte Report
• What are Millennials looking for?
– Good work/life balance
– Strong sense of purpose
– Company interested in doing good… not just
making money
Winning Over the Next Generation of Leaders. Rep. N.p.: Deloitte, n.d. Print.
19. Recommendations
• Millennals love social media. The World-Herald has a
strong digital presence which is what Millennials are
drawn to. Millennials are first-generation digital natives
who feel at home on the internet. The best way to reach
them is to go some place where they feel comfortable.
I recommend the Omaha World-Herald do two things…
1. Market the newsletter as a customizable service
2. Create an Omaha World-Herald SnapChat
• These recommendations will help the World-Herald
reach the younger target as well as increase
subscriptions.
20. • Newsletters
– Currently the World-Herald offers free subscriptions to daily and weekly
email newsletters.
• Daily Headlines, Money, Big Red Today, Momaha, and Go (entertainment).
Recommendations
21. • Newsletters
– These existing newsletters will be remarketed to Millennials as a quick,
easy way to consume the news that they’re interested in.
– We’ll reach our target demo with posts on the World-Herald’s existing
social platforms, as well as with geo-targeted digital display ads targeted
to millennials.
• We’ll also utilize ads on Facebook, Instagram, Spotify, and Hulu
– Ads would include a promo code that would be used when subscribing
to the newsletters. We’ll identify the new subscriber using the code, and
offer them a $0.99 a month digital subscription for six months (price
would then go to $4/month “student” price, a discount of $3.99 off of
normal $7.99 rate).
– Way to get their foot in the door to subscribing and make them feel a
part of something meaningful.
Recommendations
22. Recommendation
• SnapChat
– Right now the World-Herald is using media platforms such as Facebook, Twitter
and Instagram.
– To help reach even more Millennals I propose that the World-Herald create a
SnapChat account
• Based on research found the top four social media apps Millennials check daily are: Facebook,
Twitter, Instagram and SnapChat.
23. Recommendation
• SnapChat
– SnapChat will be primarily utilized to cover live events, behind the
scenes and daily updates.
• Taking the daily headlines and using a visual aid such as SnapChat will give Millennials
the scrolling, social, convenience that they want. A daily story will be posted every
morning to the OWH Story.
– Ads will run on current media platforms
• SnapChat “ghosts” or “Snap Codes” are the easiest way to add new people on
SnapChat
• Post Snap Code on Instagram, Twitter and Facebook (no cost)
– In addition to a new way to reach Millennials SnapChat will also provide
a new way to brand businesses.
• With filters and geo-fencing SnapChat has made it easy to reach specific audiences
• EX: Husker football is huge, through SnapChat, you can create a custom filter that can
be sponsored by a business or the World-Herald itself. You can pay to geo-fence the
entire stadium, entrances, tailgating areas, etc…
25. Media Solutions
• Spotify ad campaign
– Done online
– Display ad – clickable image 30 secs.
– Homepage takeover – combo of background skin and interactive area that takes
over Spotify homepage. (both background & skin are interactive)
– If you want to add in production costs a Sponsored Session I recommend a
Sponsored Session
• https://www.spotify.com/us/brands/formats/
28. Media Solutions
• Instagram ad campaign
– All done online
– Budget set daily
• EX: $20 a day = $620 a month
– Choose
• Placement
• Schedule
• Audience
• Format (single photo or multiple)
32. Media Solutions
• Hulu ad campaign
– Local advertising option
• Can specify region : Nielson DMA, State or Zip code
– Hulu offers stats about effectiveness of the ads run as well as proprietary ad
serving technology which provides digital feedback about viewer habits and
interests
– Interactive Interstitial ad
• Mini website that is interactive as a Hulu commercial (15 seconds) (available on computer & mobile)
• Deliverables = Product image, audio, brand logo, copy & calls-to-action, third-party tags, and Click-thru URLs
– Slate
• Beginning of a show “presented by” - still shot (available on computer, mobile and living room)
– Interactive Brand Placement
• Logo displayed and clickable (available on computer)
33. Media Solutions
• Custom Geo Filter is priced by size of fence (must be
over 20,000 sq. ft.)
– Ex: Memorial Stadium on a Saturday from 8 AM – 10 PM =
$1,229.17
– For the Omaha World-Herald Building on a Saturday from 8AM-
10PM = $23.34
• The SnapCode acts like a QR code.
You can print and place around town
and people snap a picture of it to add
them to their SnapChat friends
34. Budget
• Social Media
– Facebook - $500/month
– Instagram - $620/month
• Hulu - 50,000 impressions @ $1250/month
• Spotify - $500/month
• SnapChat - $500/month
• Digital Display – Omaha.com and Targeted Network Buy – $300/month
– 100,000 impressions on Omaha.com and 100,000 targeted network impressions
• TOTAL: $3670 per month, annual investment $44,040
35. Conclusion
• I believe that these solutions will not only increase brand awareness among
the Millennial era but also increase subscriptions for the World-Herald.
• I believe that this campaign should run for a minimum of 1 year. It takes
time for a campaign to gain momentum and become successful. Since
these are both big ideas, a 1 year commitment for both is adequate time to
measure the success
