This document provides guidance on developing a media strategy for the grand opening of multiple new locations. It recommends establishing goals to create awareness, drive attendance, and create loyalty. It then outlines various media channels like television, radio, print, outdoor, digital and social media and provides considerations for each to effectively reach the target audience. The document emphasizes the importance of reach and frequency goals and evaluating cost effectiveness to maximize attendance and engagement for the grand opening campaign.
When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Increasing brand awareness is no longer an acceptable goal. We need to know how our digital dollars are moving our customers to action. Franchisees want to know exactly where their advertising dollars are being spent and what they stand to gain from their investment. Franchisors need to get their community’s buy-in and show results- quickly! Recently A&W Restaurants evolved its thinking about how to measure and report on digital campaigns – the cost of driving a visit to its franchisee’s reataurants.
Measurable Impact: Using TV Data to Build Better Attribution Models and Under...MediaPost
Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase.
Presenter: JC Clarke, RVP, Sales Central, Samba TV
When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Increasing brand awareness is no longer an acceptable goal. We need to know how our digital dollars are moving our customers to action. Franchisees want to know exactly where their advertising dollars are being spent and what they stand to gain from their investment. Franchisors need to get their community’s buy-in and show results- quickly! Recently A&W Restaurants evolved its thinking about how to measure and report on digital campaigns – the cost of driving a visit to its franchisee’s reataurants.
Measurable Impact: Using TV Data to Build Better Attribution Models and Under...MediaPost
Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase.
Presenter: JC Clarke, RVP, Sales Central, Samba TV
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
This presentation gives an overview of outdoor advertising. We cover what out of home media is, why you should be using it, and offer some OOH planning tips and tricks.
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
This presentation gives an overview of outdoor advertising. We cover what out of home media is, why you should be using it, and offer some OOH planning tips and tricks.
Growth Opportunities for Computer Vision in Commercial Unmanned Aircraft Syst...Dave Litwiller
- The rise of the small unmanned aircraft system (sUAS) industry
- Market size, growth, and main applications
- Picking partners
- Vision technology drivers
- Immediate opportunities for imaging and vision
- Even larger mid-term growth for imaging and vision in sUAS
Governance 201: Early and Growth-Stage Tech Companies - Entrepreneurship 101 ...MaRS Discovery District
In this lecture, you’ll learn the difference between a board of advisors and a board of directors, and what roles they play in running a business. You will also learn how to build, manage, evolve and evaluate each kind of board.
In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.
Paulsen presentation to Alberta CAMA, Ag Media in 2015. The presentation shares highlights from the American Business Media, Agri Media Council 2014 Media Channel study. As the intake of information by producers in North America grows steadily, the ag media mix must evolve to reach them. Producers aren't giving up any of their traditional medias like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. If agri-marketing professionals understand that mix, there is a great opportunity to reach these farmers. Importantly, all mediums, including traditional and digital, have their place in the sales cycle.
The presentation also covers new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Standardization of formats allows agencies to focus on aligning creative strategy and spend less time on technical execution.
Finally, the topic of click fraud is covered – a concern in the industry that has exploded over the last month. When a large consumer brand like Kraft is rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and viewability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media, and all players need to be vigilant to fight click fraud in all forms.
Do You Have A Multiscreen Marketing Strategy? Cox Media
Are you looking for ways to drive new leads to your Louisiana-based business? Do you need a marketing strategy for capturing the attention of consumers online, across multiple screens? This presentation is a great starting point. It gives an overview of trends on how consumers are using media daily to shop and socialize -- and how they are making decisions about what services and products to buy.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Moderne Communications is a non-traditional marketing agency that creates unique brand experiences. For the last six years in a row, we've been recognized by Event Marketer Magazine as one of the "Top 100 Event Agencies" in the world for our expertise in Experiential Marketing Programs including: Product Sampling, Guerrilla/Street Marketing, Non-Traditional Media and Mobile Marketing. If you're curious about some of the creative strategies implemented already, we invite you to take a look at our work that we've done for brands such as Cover Girl, Hidden Valley Ranch, Suave, Merrell , McDonald's and Gilead Pharmaceuticals by clicking here: http://www.modernecommunications.com/work.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. Po#sgrove,
PA
Des-n,
FL
Charlo#esville,
VA
Winder,
GA
Cleveland,
TN
Jacksonville,
FL
Savannah,
GA
LOCATIONS
3. COMMUNICATION GOALS
CREATE AWARENESS, DRIVE ATTENDANCE, CREATE LOYALTY
Reach Based
Planning
Define Target
Audience
Define
Marketplace
Media
Mix
Campaign
Duration
AUDIENCE
MASS
REACH
DEFINE
DEMO
Monitor
Analytics
4. COMMUNITY
AWARENESS
All messages
should be crafted
with clearly
identifiable brand
attributes
Establish pre-
promo
benchmarks to
measure on-going
progress
GENERATE
EXCITEMENT
Choose media that
allow feedback and
measure
Develop strategy to
communicate in a
meaningful way with
consumers
Establish feedback
channels
COMMUNICATE
ATTRIBUTES
Plan should establish
measurable
standards of
performance for
success
Attendance,
concession sales,
online engagement
Per screen or comp
performance?
CREATE
BRAND
LOYALTY
Use social media
to establish and
encourage
deeper
engagement.
Use analytical
tools to identify
target
opportunities
and refine
strategy
MAXIMIZE
ATTENDANCE
Define media
delivery in goal
measured GRP/CPP,
CPM, etc.
Impression based
digital vs. CTR traffic
goal
COMMUNICATION GOALS
HIGHER RECALL > DEEPER ENGAGEMENT
5. SET DELIVERY
OBJECTIVES
Reach & Frequency
Dominate, promotion,
sustaining
MEDIA
AVAILABILITY
OUTLETS
Avails,CPP, CPM
SUBMIT PLAN
& BUDGET
Reach based zero
budget cost driven
EXECUTE PLAN
Make
buy,
traffic
produc1on
Monitor
and
admin
IDENTIFY MEDIA
PARTNERS
Local engagement
Remotes, value added, etc.
POST BUY
ANALYSIS
Verify and analyze
alter base template
DEFINE
MARKET
Geography
Footprint
PRE-‐LAUNCH
POST
EVENT/SUSTAINING
MEDIA PLANNING CHECKLIST
4
-‐6
month
LAUNCH
IDENTIFY
CHARITY
Coordinate with staff
And engage supporters.
6. • Establish min. reach and frequency goals (80/5)
• Achieve optimal mix/levels for different campaigns
Media Weight Levels
• Define campaign length and awareness goal
• Apply flighted strategies/message management
techniques
Measured Flighting
• Develop strategies grounded in customer trends
• Multiple channels yield delivery efficiencies (3 rec.)
Media Selection
• Define digital opportunities
• Determine appropriate investment levels
Digital Strategy
• Measure campaign success, business growth with
changing marketing priorities
• Redefine objectives and strategy
Optimal Investment
DRIVING MEDIA EFFECTIVENESS
VARIETY OFVARIABLES AFFECT BUDGET/RESULTS
7. REACH BASED PLANNING
DEFINES THE TARGET AND DELIVERY CHANNELS
SETS REASONABLE GRP LEVELS
FOCUSES ON ACHIEVING REACH & FREQUENCY GOALS
AUDIENCE
SET
GOAL
REACH
DEFINE
DEMO
FREQU
ENCY
8. IS IT COST EFFECTIVE
EVALUATE USING CPMVS. CPP >
REACH
CPP
– Allows comparison between media & targets
• Can index a CPM because universe base is equal
– Example:
• Men 18-49 Universe = 300,000
• Women 18-49 Universe = 400,000
• Vehicle Unit Cost = $50,000
– Delivers 10 GRPs to Men and to Women
CPP: Unit cost / GRPs
Men = $5,000
Women = $5,000
CPM: Unit Cost / Impressions
Men = $16.67
Women = $12.50
CPM
9. RECOMMENDED GRP LEVELS
PLAN TOTAL DELIVERY BASED ON WEEKLY DELIVERY GOALS
Objective Weekly GRPs Weekly Reach 4-Week GRPs 4-Week Reach
Dominate 425 90% 1,700 95%
- Television (cable) 275 75% 1,100 90%
- Local Radio 150 53% 600 71%
Base (promo) 130-160 65% 520-640 90%
10. 0--
TV, 29%
Cable TV,
Online, 29%
News, 1%
Magazine, 1%
Other, 3%
Radio, 4%
Mobile, 18%
MEDIA USAGE DRIVES CHOICES
MEDIA SELECTIONS BASED ON DEMOGRAPHICS
Time spent per day
• Robust database
Offers insights into programming and
marketing to listeners
Provides engagement metric with
stations and advertised brands
• 22% of people who visit a Broadcast Radio
station website clip advertiser coupons
11. Note: costs vary significantly by market and geographic area, as well as number of available media
outlets. Costs are an average estimated cost.
Media Mix
ENSURE MEDIA WEIGHT ACHIEVES REACH AND
FREQUENCY GOALS
TV/Video
mass reach
awareness
emotion
Digital
flexiblility
interactivity
personalization
extend video
reach beyond
TV
Print
message detail
dwell time
engagement
trustworthiness
Radio
call to action
reach and
frequency
trusted
presence
dayparting
Outdoor
creative cut-
through
awareness
visual
innovation
proximity
12. 0--
TELEVISION
STILL THE DOMINATEVIEWER CHOICE
• TELEVISION STILL KING
Highest number of gross viewers
Highest level of usage
• 40% of people engaged with media are
using TV
• Across all demographics average TV usage
tops 3.5 hours per day
Household
Penetration
90%
85%
70%
65%
90%
60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13. 0--
TELEVISION
WHY USE CABLE?
• TELEVISION STILL KING
Local cable TV allows you to focus your
message and precisely target your most
valuable potential customers in a desired
demographic area
DMA Interconnect
Ad tag – Ad copy
14. 0--
TELEVISION
STILL THE DOMINATEVIEWER CHOICE
• During 2011/12 season,Adults 18-49 watched roughly 32 hours of TV per week
– Equates to nearly 4.5 hours per day
15. 0--
• During 2010/11 season, Adults 18-49 watched roughly 32
hours of TV per week
– Equates to nearly 4.5 hours per day
THE CHANGING LANDSCAPE
TRADITIONAL MEDIA CHOICES LOSING GROUND
+32%
growth in
Mobile
+8%
growth in
Internet
TV still
majority
of time
spent
Share of Time Spent per Day with Media
16. 0--
DISADVANTAGES
Radio market can be
fragmented
Must purchase multiple
stations to reach all target
market segments.
Attention can be low
(background clutter)
Commercial Clutter lack
of visual impact
UNIT SELECTION
BACK TO BACK SPOTS
are cost effective way to
support multiple
messages.
:30 Grand Opening
(Features)
:30 Charity Night
:30/:30 doubles GRP
delivery
ADVANTAGES
A cost effective mass
medium capable of easily
delivering your message to
many people
Targetable (by demo,
lifestyle and geography)
Appropriate for call-to-
action
Trusted environment gives
positive halo to ad
messages
RADIO
TRUSTED MEDIA DELIVERS LOYAL AUDIENCE
17. 0--
TUNED-IN
WEEKLY BROADCAST RADIO LISTENING IS
CONSISTENT AND STRONG
Source:Arbitron, RADAR 115, Dec. 2012,Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates)
M 18+ W 18+
16 Hours
Per Week
Nearly
14 Hours
Per Week
18. INFLUENCING BEHAVIOR
RADIO DRIVES TRAFFIC WHICH INCREASES
BRAND AWARENESS AND PURCHASE INTENT
Source: Katz Marketing Solutions, custom research study.
Film
Awareness +29%
Increase Once Exposed to Radio Campaign
Purchase
Intent
Likelihood of
Opening an Account
+20%
+12%
Theatrical
(Thriller)
Electronics
(Digital Cameras)
Finance
(Consumer Banking)
105
19. 0--
RADIO
DOMINATES DAYTIME AUDIENCE DELIVERY
Local Streaming Station Audience,Arbitron PPM, October 2012, Persons 18+ (33 stations from 24 metros)
Drive-time peaks are
expected when streaming
in cars becomes standard.
LISTENING PEAKS between 8AM – 5PM8-9
AM
4-5
PM
20. WORKING 9TO 5
RADIO DOMINATES THE RETAIL DAY
51%
% of MediaTime Spent per Day, A25-54
BROADCAST RADIO
Internet 43%
Television 39%
Newspaper 22%
Magazine 18%
Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-2012/Doublebase Respondents) weighted to population.
Base:Adults 25-54; Daypart: 9AM-5PM
21. 0--
DISADVANTAGES
Short term availability
Message brevity
Creative production cost
Long term inventory
holding
DIGITALS BB
Higher unit cost, lower
production cost
Multiple facings per mkt.
Primary travel arteries
Target competitor
locations
Multi/daypart specific
messaging
Brighter graphics
Motion available
ADVANTAGES
Quickly build reach &
frequency.
Creative cut through
Ability to provide
localized messages to many
people
Targetable (by demo,
lifestyle and geography)
the right people are
exposed with little waste
24/7 delivery
OUTDOOR
24/7 DELIVERY. HIGH REACH AND FREQUENCY
22. 0--
OUTDOOR
24/7 DELIVERY. HIGH REACH AND FREQUENCY
• ELECTRONIC BOARDS
Multiple messages/daypart
Teasers
Eliminate production/unlimited message
• Feature X
• Promote Charity Night/Events/Titles
• Available on month to month
23. 0--
DIRECT MAIL
DATA MINING AND GROUP COUPONING
• Mailed to household within a defined
radius
1 – 3 mile defined household reach
Can customize geography
• Feature new attributes
• Direct to online to signup for Rewards
Program
• Coupons: discount BOGO admission,
online rewards
24. 0--
CHARITY EVENT
ESTABLISH STRONG COMMUNITY TIES
• EXAMPLE: Ronald McDonald House
Charities exist in most markets
National Charity with strong local base
• Involves multiple outlets in every market
• Distribution to every customer in-store and
drive-thru (3,000 per store per day avg.)
• Engages staff, supporters, media and public
• CHARITY NIGHT: admission proceeds
to benefit
Customer Bagstuffer
25. 0--
SOCIAL NETWORKING
CONTINUES TO GENERATE MASSIVE NUMBERS
• Social media reaches 80% of the active
online population.
• Applications like Facebook and Twitter
allow users to access audio, video and
coupons
• Facebook reaches 60% or A18-49 each day
• 50% of Twitter users sign in once a month,
25% sign in every day
• More than half of Facebooks users log in
every day
• Percentage of access for social networks
via mobile is increasing by 24% each year.
Source: USC,Annenberg School of Communications & Journalism, PSI Study Released June 2012,Woodley,
P. and Movius, L
162MM online users
57MM mobile users
(50%YoY Growth)
90MM online users
13MM mobile users
(75%YoY Growth)
26. 0--
MOBILE
MOBILE DEVICES STEADILY GROWING
• The number of mobile phone subscribers
surpassed the number of people living in
the US.
• 51% of consumers own a mobile
device. Up 34% in 2012.
• 14% own tablets. UP 400%.
• 10% own internet connected TV’s. UP 25%.
• Smartphone owners index at 103 for
weekly AM/FM listening audio content on a
cell phone/smartphone
• 55% of listeners said they listen to their
favorite personalities on computers or
mobile devices when away from a Radio
Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc.
Edison Media Research; USC,Annenberg School for Communication & Journalism, PSI Study
Released June 2012,Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA
27. 0--
MOBILE PHONE
MORE MOBILE SUBSCRIBERS THAN PEOPLE IN THE US
Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc. Edison Media Research;
USC,Annenberg School for Communication & Journalism, PSI Study Released June 2012,Woodley, P. and Movius, L. People
With a Favorite Radio Personality in LA
US Mobile Phone Subscribers (millions & % of population)
28. DIGITAL GROWTH
DIGITAL OFFERINGS ARE STEADILY INCREASING >
GROWING UTILITY IN DRIVING HIGHER R & F
Higher cost begins to
decrease yield
Ideal CPM range
$5
CPM
$35
CPM
Info-seeking
High
consumer
involvement
Drives
efficiency
Visual
impact
Two-way
dialogue
Brand
Connections
Build
advocates
On-the-go
Location
targeted
Call-to-action
High
consumer
involvement
Location &
daypart
targeting
Message
flexibility
Extend TV
reach
Sight, sound
& motion
Break
through
Ad
Network
Display Social Mobile Video Gaming DOOH
29. CLICKS/CTR
Number of times
a banner was clicked
INTERACTIONS
Number of times
banner was interacted
VIDEO COMPLETION
Percentage of video did
the viewer watch
USER ACTION RATE
%
of
users
That
took
desired
ac-on
–
Download,
Friend,
etc.
VIDEOVIEWS
How many people saw
:15 or :30 Spot
PURCHASE OR LIFT
Conversion or shift
in brand awareness
IMPRESSIONS
Number of times
banner was served
Awareness
campaign
engagement:
Passive
user
response
Deeper
user
engagement:
Ac-ve
user
response
DIGITAL MEDIA MEASUREMENT
30. 0--
ACTIVATE FACEBOOK PAGE
FACEBOOK GENERATES HIGH INCIDENCE OF USE
MORE DAILY INTERACTION ANDTIME ONSITE
FACEBOOK users and SM interaction have
created an entirely new ad channel
(Audience levels exceed radio in 2003)
Ad revenue generated exceeds print category
Largest % shift of users is to digital/SM
• Impression based opportunity
• Click through capability
• User analytics more robust than any other media
• Search based/discovery based/Demographic targeting
• Owned channel
• Consumer engagement/brand loyalty
31. 0--
ACTIVATE FACEBOOK PAGE
USE TRADITIONAL ADVERTISING TO IMPROVE TARGETING
PAID ADVERTISING further capitalizes
on quality content and increases likelihood
for virality
• Target radius around specific location
• Target demographics (age, gender)
•Target interests
•Use keywords
39. PHASE – 1
3-months pre-opening
Identify/Secure outdoor
Media contacts & rates
Local opportunities
Station promotions/Trade
Identify Charity
- Leverage audience
Chamber of Commerce
- Ribbon cutting
- Newsletter insertion
- Email distribution
PHASE – 2
6-weeks
- Finalize direct mail offers
and radius
1 Month
- Post teaser outdoor
- Countdown Clock – digital
boards
- PR/media alerts
2 weeks
- Direct mail drop
- Begin teaser radio
- Grand opening
- Charity/VIP Night
- Newspaper insertions
CAMPAIGN
4-week duration
2-week Pre-Opening
- Generate excitement
- Charity Event
2-week Post-Opening
Media Platforms
- TV, Radio, Local
Newspaper, Direct Mail
PROMOTIONALTIMELINE
TACTICAL PLAN
40. GRAND OPENING MEDIA BUDGET
Medium Duration Unit Cost Total Cost
Digital Outdoor 2-months 2 boards
$xxxx/ea
$x,xxx
Direct Mail 3-mile radius 10,000 HH $x,xxx
Digital/Social Media 2-months $x,xxx/mo $x,xxx
Radio 4-weeks 150 GRPs
Avg $xx CPP
$x,xxx
Newspaper 4-weeks Full Color
¼ to ½ page
$x,xxx
Cable TV 4-weeks $x,xxx/wk $x,xxx
Total Cost $xx,xxx
Note: costs vary significantly by market and geographic area, as well as number of available media outlets. Costs are
an average estimated cost.