This marketing campaign summary outlines objectives, target audiences, and recommendations across various media channels for The Economist brand. The key objectives are to increase brand awareness, drive traffic to their website and generate impressions. The target audience is intellectually curious individuals ages 25-44 in New York and San Francisco making $75K+. Recommendations include digital display, mobile, and social media ads targeting this audience, as well as print ads, direct marketing including email, and tie-in promotions with partners like TED Talks.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
MARKETING STRATEGY FOR FASHION BRAND IN 2023~.pdfAndri H.
Fashion has got hugely impacted by pandemic during 2019 - 2022. As pandemic seems like going to an end in 2023. The business owner needs to adapt with new challenges after the pandemic era. Some of the challenges are the drastic changes on customer behaviour, recession, privacy issues, stagflation etc. Some of those problems can be easily faced and turned back as advantages with 12 key marketing strategies that written on this presentation.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
MARKETING STRATEGY FOR FASHION BRAND IN 2023~.pdfAndri H.
Fashion has got hugely impacted by pandemic during 2019 - 2022. As pandemic seems like going to an end in 2023. The business owner needs to adapt with new challenges after the pandemic era. Some of the challenges are the drastic changes on customer behaviour, recession, privacy issues, stagflation etc. Some of those problems can be easily faced and turned back as advantages with 12 key marketing strategies that written on this presentation.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Safeway - Corporate Social Responsibility Audit and RecommendationsGeorgetown University
An analysis on Safeway's Corporate Social Responsibility (CSR) campaign, Heart of Safeway, and recommended communications strategies. Includes company background, landscape analysis, platform/content audit and recommended tactics for campaign optimization.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Safeway - Corporate Social Responsibility Audit and RecommendationsGeorgetown University
An analysis on Safeway's Corporate Social Responsibility (CSR) campaign, Heart of Safeway, and recommended communications strategies. Includes company background, landscape analysis, platform/content audit and recommended tactics for campaign optimization.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
The design, the logo, the visual, the material. Shopping bags are now an important piece of marketing for most retail companies and brands. It gives them the chance to have a small piece of advertising wherever their newly acquired customer goes. What an inexpensive way to continually splash your marketing around the city centre, or busy shopping mall, especially due to the fact that they provide a bag regardless. Social Causes can use this support to grad the attention.
NYU Integrated Marketing Campaign Project. Client: The EconomistPatty Yunen Latour
As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.
Andrew Rashbass, chief executive of The Economist Group, on the impact that e-readers and tablets have had on reader behaviour, creating a ’lean-back’ approach which demands an entirely new way of thinking from media companies. Digital is not a zero-sum game, he suggests, it is a huge growth opportunity.
To share your thoughts direct with Andrew, please email leanback at economist dot com
ATEED & The Economist Group - Innovation summitLuigi Wewege
The Innovation Summit was created with the primary objective of being able to showcase the very best in New Zealand’s design, innovation and technology industries to the world.
Glidden Perfect Match Campaign - 2013 National Student Advertising CompetitionSara Shumpert
The challenge for the 2013 NSAC was to help build awareness and consideration for the Glidden paint brand within U.S. Walmart stores. Developed an integrated and multi-platform marketing effort for three different customer segments. Worked with a team to develop a creative platform, with heavy emphasis on social, public, and digital promotions.
Sustainable Tourism Toolkit: Sales and MarketingMatt Humke
A practical guide to tourism sales and marketing, including: marketing strategy, website design, online marketing, social media strategy, public relations, customer relationship management, and distribution.
This is a presentation on social media marketing based around answering these key questions:
1) How is social media different from traditional media?
2) What tactics make sense for businesses?
3) Where to start to build a strategy?
Slides from my lecture today to the City University International Journalism MA students... it's meant to be the introduction of thoughts, rather than to provide any certain and specific plans.
Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships.
LEARNING OBJECTIVES: 1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.
Using social media for marketing can enable small businesses to reach more customers. It's important to have a strong social media presence to tap into your customers interests. When implemented correctly, marketing with social media can bring your business remarkable success.
This gives a basic overview on how to use social media for marketing. Learn about each platform's key benefits, create a strategy, determine target market, and start connecting & building relationships.
Rethinking Media & Marketing For The Connected Era: AHAA "Thinking Under the ...Adam Ostrow
Hispanics higher than average usage rates of smartphones, television, online video, social networking and other forms of entertainment make this group one of today’s most engaged and dynamic populations in the digital space (Nielsen). As CSO for Mashable – the independent news site with 20 million unique monthly visitors and 10 million social media followers – new media entrepreneur and commentator Adam Ostrow responds to the new challenges social and mobile are creating for publishers and advertisers -- from curation and user experience to second screen impact, connectivity in the car, brands as content creators, and more.
Presented at AHAA's annual "Thinking Under the Influence" conference in Miami on May 1, 2013
CrushIQ: Insights into Facebook Insights Mike Schaffer
From CrushIQ November 2011 in Washington, DC: Mike Schaffer's presentation on Facebook Insights. (Note, this was Part I of the presentation. Part II was a live tour of Insights on a Facebook page.)
2016 is in full swing, and it’s shaping up to be an exciting year here at Sysomos. What do we have planned? Join us in this presentation to find out.
We’ll cover what we have planned for new products added to the Sysomos portfolio (Expion, Gaze, and Scout), and outline ways you can use two new products - Sysomos Influence and Sysomos Optimize - to zero in on key influencers and get more from targeted paid media on Twitter.
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
- Why most companies can’t harness the power of social media
- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. Agenda
Objectives
Situational Analysis
• Target Audience Profile
• Competitive Analysis
Media and Creative Campaign
• Media Budget Allocation
• Digital Recommendations
• Print Recommendations• Competitive Analysis
• Key Benefits & Values
• Brand Vision, Tone &
Manner
• Print Recommendations
• Direct Marketing
Recommendations
• Tie-in Promotion
Recommendations
• Schedule
3. Objectives
Business objective
• To increase brand awareness
• To change brand perception
Marketing objective
• Gain a 7+ average monthly frequency and
a minimum of 1.5MM site visits
• Drive efficient reach and generate a
minimum of 3MM impressions per month
4. Name: Greg, Kelly & Jason
Age: 25-44
Location: New York & San Francisco
Education: College & Graduate+
Household Income: $75K +/year
Affluent
“Being well informed is important to us
and it is also important to continue
learning” .
Personal / Demographic
Attitudinal / Psychographic
Driving Insight
Target Audience Profile
Intellectually
Curious
Uninterested
Well Travelled Home
Behavior:
“Young Digerati” under Prizm
segmentation
View mobile device as an
extension of their personality
Use mobile devices as a
source of news,
entertainment, reading, and
enjoy devices that provide
them many features in one,
Personal Media Habits
Power channels / Touchpoints
• Avid users of the Internet
• Consume most of their media via tablet,
phone, & laptop
• Stay connected with family, friends, work &
the world via mobile
• App user
• Tablet use for its portability & simplicity
Idea Generator Passive
Enjoys Learning Indifferent
Tech-Savvy
Laggard
Brand Conscious Price Conscious
• Newspapers
• Magazines
• Mobile
• Online
• Facebook
• Twitter
• Reddit
• YouTube
Media Trends
them many features in one,
easy to use place.
Internet
22%
Magazine
19%
Outdoor
18%
Radio
16%
Newspaper
14%
TV
11%
5. Competitive Analysis
“A leading source of reliable
news and financial information”
“A global source of business
news inspires leaders to turn
ideas into action”
“A global leader in business
journalism”
• News, politics,
economics, business
and finance
• $9.99 for 12 months
• Free content on
website without a
subscription
• Global economics,
technology, innovation,
and finance
• $40 for 50 issues.
• Free content on
website without a
subscription
• Business, investing,
financial news
• $19.99 for 20 issues
• Free content on
website without a
subscription
6. Key Benefits/ Values
Diverse Content
world politics, business
& finance, economy,
science/technology,
culture, blogs, debates
Insightful Articles
written by intelligent
writers, express opinions
and analysis, remains
unbiased
Established Brand
Founded 1843
Available in multiple
platforms
Print, Website, iPhone,
iPad, Android, and social
networks
A single complete
source of global news
analysis and insight
Allows an in depth
understanding of
global issue
Ability to stay well
informed while on-
the-go
Being constantly
connected and aware
gives the extra edge
needed to be successful
Insight you can trust
Feel confident in his/
her ability to have
more persuasive and
convincing
conversations about
global issues
Be seen as smart and
well-rounded individual
amongst his/her peers
Feeds his/ her
intellectual curiosity
7. Tone & Manner
Brand Vision
Tone & Manner
To lead the debate in the pursuit of progress
Tone & Manner
• Informative
• Comprehensive
• Inspiring
• International
• Dynamic
• Intellectual
• Trustworthy
• Enlightening
• Integrity
• Smart
• Witty
• Provocative
• Objective
• Insightful
• Aspirational
9. Media Budget Allocation
Media Vehicle Spend
Digital (Banners) $5MM
Digital (Social) $2MM
Banners
Email
15%
Budget Allocation
Digital (Social) $2MM
Digital (Mobile) $4MM
Online(Search) $2MM
Magazines $2MM
Newspapers $2MM
Emails $3MM
Total $20MM
Banners
25%
Social
Media
10%
Mobile
20%
Search
10%
Magazin
es
10%
Newspape
rs
10%
15%
10. Digital Display Ads
Budget: 5MM
Objective
• Increase awareness of The Economist brand
• Drive traffic to Economist.com
• Drive digital subscriptions
StrategyStrategy
• Place display ads on a variety of relevant websites
frequented by our target demographic.
Website Recommendations:
• News
• Finance
• Politics
• Business
• Humor
• Technology
• Travel
• SF/NY Local
13. Digital
Display Creative
Hungry ForHungry For
Knowledge?Knowledge?
An empty bowl appears on screen The words “Hungry For Suddenly covers of The Economist
start falling from above and filling
The covers fall until the bowl is full
of The Economist covers
Feed YourFeed Your
IntellectIntellect
Feed YourFeed Your
IntellectIntellect
Subscribe toSubscribe to
The EconomistThe Economist
An empty bowl appears on screen The words “Hungry For
Knowledge?” flash on top of the
bowl
start falling from above and filling
the bowl
of The Economist covers
The words “Feed Your Intellect”
flash on top of the bowl full of
covers
The Image zooms out to reveal
that it was on an e-reader screen
The e-reader then zooms out
more and takes its place in the
line up of The Economist print,
website and mobile platforms.
The words “Subscribe to The
Economist” flash on top of the
image.
14. Digital Mobile Ads
Budget: 4MM
Objective
• Increase awareness of The Economist
mobile and e-reader apps
• Drive downloads of The Economist app
• Drive digital subscriptions• Drive digital subscriptions
Strategy
• Place banner and text tagline ads on a
variety of relevant mobile and e-reader
sites frequented by our target
demographic.
Website Recommendations
XL BannerM Banner S Banner
• General/News
• Business
• Sports
•Men’s Lifestyle
•Women’s Lifestyle
15. Digital Social Media
Budget: 2MM
Objective
To Increase brand awareness within social media and to
effectively change The Economist’s current perception
of highbrow and elitist to a personable, user friendly source
of knowledge.
StrategyStrategy
Use various social media platforms to “put-a-face” to The
Economist by bringing the writers into the spotlight to
create a personal connection between the readers and the
brand.
Execution
• Reddit
• USteam Live Chat
• Facebook App
• Editorial Blog Placements
•Facebook Best Practices
• Paid Social Placements
16. Digital Social Media
Reddit
“The front page of the internet”
• A link sharing community
• Post 4 AMAs in r/IAmA (I Am A ___, Ask Me Anything) with The
Economist writers who are experts in a specific field, including: world
affairs, politics, economy, and science/technology.
• Readers will be able to ask the writers anything about the topic. The
writers will then respond and engage in a discussion with the writers.
• A link sharing community
• 37MM monthly unique visitors, with
over 1.5MM logged in “redditors” at any
given time.
• Largely male audience, between the ages
of 18-54, college educated or higher.
• Enjoy engaging in debates and
discussions on the site.
writers will then respond and engage in a discussion with the writers.
• The Economist writers will respond to relevant topics posted in
r/AskReddit, sharing links to relevant Economist.com articles.
•Post links to relevant Economist.com articles within the sub-reddits
r/worldnews, r/politics, r/technology, r/science. Engage with users who
comment on the articles.
17. Digital Social Media
Live Chat
• Hold monthly live chats with The Economist
writers via UStream
• The writers will discuss controversial articles they
have written recently and answer questions from
readers in real timereaders in real time
• The live chats will also be streamed on a custom
tab on The Economist Facebook page to allow fans
to participate easily
• Users can participate in the chat via UStream,
Facebook ,or Twitter accounts
• Prior to the chat, the event will be promoted on
The Economist Facebook and Twitter profiles.
18. Digital Social Media
Cartoon Creator App
• Create a Facebook app that allows readers to
place their own captions on KAL’s cartoons
• A new cartoon will be posted every week
• The user creation with the best caption will be
featured as a ‘highlighted post’ on The Economist
Facebook page
• Users will also be able to share their creations on
other social networks such as Twitter, Pinterest,
Instagram, Tumblr, Flicker, and Google+
• Additionally, the app will be available for
download on all iOS and Android devices.
19. Digital Social Media
Editorial Placement
• Establish relationships with top bloggers in
the fields of politics, world affairs, economy,
science and technology whose readership is
similar to that of The Economist.similar to that of The Economist.
• Offer bloggers free subscription in
exchange for weekly features in posts on
the blogger’s site with links to
Economist.com articles.
20. Digital Social Media
Facebook Best Pracices
• Share more pictures to increase
visibility in more user newsfeeds.
• Post shorter updates to increase• Post shorter updates to increase
user engagement.
• Include “calls to action” to
encourage users to engage with the
shared content.
21. Digital Paid Social Media
Social Ads
Facebook
Target:
• Men & Women
• 25–44
• College Grad
• Live in NY/SF
•Technology Early Adopters
•Active Mobile Feature Users
• Interests: News, Politics, Travel,
Science/Technology, World Affairs,
Literature/Reading
Twitter
Target:
• Men & Women
• 25–44
•Live in NY/SF
•Follows: CNN, BBC, Fox
News, New York Times, San
Francisco Chronicle, Forbes,
Fortune, Global Post, NPR,
Huffington Post, Time, Wall
Street Journal, SlateLiterature/Reading
•Like: CNN, BBC, Fox News, New York
Times, San Francisco Chronicle,
Forbes, Fortune, Intelligent Life
Magazine, iPhone, iPad, Android
Street Journal, Slate
LinkedIn
Target:
• Men & Women
• 25–44
•College Grad
•Live in NY/SF
•Works in: Finance,
Marketing, Accounting,
Business Development,
Legal, Academia,
Technology, Science,
International Affairs
Reddit
Target:
•Subscribes to: r/world
news, r/politics,
r/science, r/technology,
r/politicaldiscussion,
r/askscience
22. Online Search
Budget: 2MM
Objective
To drive qualified consumers to The Economist website
Strategy
Create a search keyword list comprising of both branded and
non-branded keywords
Non-branded keywords
-Keywords related to “news,
international, magazines,
subscription, world, global,
article, and affairs”.
non-branded keywords
Branded keywords
-Users are already looking for
the Economist.
-Include keywords centered on
the Economist and its
competitors.
-Include keywords with news
and magazines websites.
23. Print Ads
Budget: 4MM
Objective
To increase brand awareness and change brand perception
Strategy
Place brand awareness ads in a variety of key magazines and
newspapers frequented by our target demographicnewspapers frequented by our target demographic
New York San Francisco National
• New York Magazine
• New York Times
• San Francisco Magazine
• San Francisco Business Times
• Wired
• Inc. Magazine
24. Print Ads
Budget: 4MM
New York San Francisco National
• Stamford Advocate
• Greenwich Times
• Santa Cruz Weekly
• Metro Silicon Valley Weekly
• Wall Street Journal
• The New York Times
26. Direct Marketing
Budget: 3MM
Objective
• Customer acquisition and re-stimulation of
former subscribers
StrategyStrategy
• Use key email lists based on target interests,
HHI, profession and geography, impactful
creative and a compelling offer to achieve
campaign objective
Offer
List
Creative
31. Direct Email
Email Campaign
3 Emails Drops
Timing:
• 1st – December 6, 2012
(Christmas/New Year’s resolution)
• 2nd – March 5, 2013 ( Reminder)• 2nd – March 5, 2013 ( Reminder)
• 3rd – June 6, 2013 (Father’s Day)
Subject Line:
Hungry for Knowledge? Feed your Intellect
with The Economist
Hungry for Knowledge? Nourish your
Intellect with the Economist
Call to Action: Subscribe
Offer: Free Economist T-Shirt
32. Direct Email List
Breakdown
15%
7%
15%
Computer tablet Owners
Digitally Connected Tablet
Owners
OTM-The DailyCaller.com
29%
1%
29%
4%
0%
7%
Affluent Americans
Professionals…
New York Magazine
American City Business
Journals - U.S. Subscribers
Crain's New York Business
Email
Career Minded Consumers
33. Tie-Promotion/Partnership
Budget: TBD
OBJECTIVE BRAND PROMISE PROMOTIONAL OBJECTIVE
To increase brand
awareness and to change
brand perception.
The Economist offers
comprehensive and
inspiring information,
insight, and analysis, which
To spark conversations and
create an avenue for
people to interact with The
Economist.insight, and analysis, which
helps readers become
more knowledgeable and
intellectual about world
trends and dynamic market
development.
Economist.
34. • 696,938 unique visitors to Ted.com
• 56% 18-54 age range
Income: $75k +
Tie-Promotion/Partnership
Partner
• Income: $75k +
• Education: College and Graduate +
• Interests/Likes: technology, politics,
commentary, regional and local news,
magazines, business news, science.
• Nonprofit organization devoted to Ideas Worth
Spreading
• Began in 1984 as an annual conference devoted to
Technology, Entertainment and Design
• TEDTalks is a lecture series that covers science, arts,
politics, global issues, architecture, music and more
35. TED The Economist
Spreading Ideas. A clearinghouse that offers free
knowledge and inspiration from the world's most
inspired thinkers
To lead the debate in the pursuit of progress
Open-minded audience - curious, intelligent &
hungry to learn more about the world
Intellectual curious audience - globally minded,
informed
Tie-Promotion/Partnership
Rational
hungry to learn more about the world informed
Series of talks from insightful individuals
Conferences
Videos
Latest news and analysis
Insightful Conferences
Profound insight
Digital and Print editions
Inspires change to become a forward thinking
individual
Satisfies your curiosity about the changing world
Stimulates readers, Enables readers to stay
informed and have more intelligent conversations
A resource for a wide range of topics in science,
arts, politics, global issues, architecture,
relationships, technology and more
Diverse Information about politics, news, business,
arts and literature, science and technology around
the world
36. • Added content for TED
audiences & more exposure
& interaction with The
Economist brand
• Reliable, “intelligence” brands
that can leverage from each
others’ notability
• Increased site traffic & app
downloads from TED.com &
Economist.com
Tie-Promotion/Partnership
Rational
• The potential for new subscribers to
both TED.com & The Economist
digital/print magazine
• Increased interactions & conversations
between the audiences &
speaker/editors via different platforms of
TED & The Economist
38. POP-UP
The Economist/TED Talks
• Talks will focus on culture, business,
the economy, technology, politics &
global affairs covered in the
publication
• Opinion Leaders will lead 18 min
talks & the public invited to ask
questions & commentquestions & comment
• “Feed Your Intellect” campaign
highlighted on food trucks around
the park.
• Healthy snacks, sandwiches, salads,
& drinks offered in The Economist &
TED branded packaging
• #TEDTalksEconomist
Social media screen showing
tweets in real time
In NY: Central Park, Washington Square Park, Madison Square Park
In San Francisco: Golden Gate Park, Union Square, Yerba Buena Gardens
39. Tie-Promotion/Partnership
TED Radio App
• Use TED’s existing App for iPad, iPhone & other tablets to run The Economist Sponsored
Radio Segments
• Utilize the “Inspire me” feature
• A newly added “Educate me” feature just for The Economist with top 5 editor picks per
week or a direct link that goes straight to The Economist website or App for more info
40. Videos, Conference-
Sweepstakes & Prizes
• The Economist can choose upcoming talks
to sponsor online for TED Talk videos in
line with the brand’s tone & content.
• The Economist’s writers will be speakers at
various TED events, conferences and talks
will be featured in online videos.
• Reward loyal subscribers by sending 4
lucky readers from the US, along with
guests to a TED Conference.
• Readers will enter the sweepstakes by
referring friends to subscribe to The
Economist, and 4 will be chosen at
random.
• TED will have a similar contest sending
their members to The Economist’s Ideas
Economy conference
• Joint, “Wish to Change the World” Prize
sponsored by The Economist & TED
41. • Online Display
• Search
Tie-Promotion/Partnership
Promotion
• Magazines
• Social Media Channels
• PR – Morning programs, Press releases,
“Events this week” publications
42. Campaign Schedule
Quarter Q4 12 Q1 13 Q2 13 Q 13
Month Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep.
Banners
Social Media
MobileMobile
Search
Magazines
Newspapers
Email
Tie-In
43. Measurement
• Response Rate
• Cost Per Response
• Percent Conversion
• Number of Sales• Number of Sales
• Cost per Sale (CPS)
• Orders per Thousand (OPM)
51. The Internet Newspaper: News, Blogs, Video, Community.
The Huffington Post covers news on a wide variety of topics.
Age: 18-65
Sex: 50% Male
HH Income: $100K+
Education: 65% College Graduate+Education: 65% College Graduate+
Unique Views: 41,000,000
Page views: 1,300,000,000
Units: 300x250, 160x600
Placement: Homepage, World, Politics, Business,
NewYork, San Francisco
CPM: $5.67
Impressions: 90,000,000
Clicks: 42,000
Spending:$510,000
52. Slate has the smartest conversation on the Web about everything
readers care about—news, politics, business, technology, and
culture.
Age: 25-64
Sex: 55% Male
HH Income: 25K+HH Income: 25K+
Education: 89% Some College+
Unique Views: 12,000,000
Page views: 46,000,000
Units: 300x250, 160x600, Expandable 468x60
Placement: Home, News & Politics
CPM: $6.90
Impressions: 50,000,000
Clicks: 34,000
Spending: $345,000
53. Business news, small business news, business
financial news, personal finance, finance trends,
finance news, stock market
Age: 35-64
Sex: 70% MaleSex: 70% Male
HH Income: 50K+
Education: 90% Some college+
Unique Views: 1,800,000
Page views: 11,000,000
Units: 300 x 250
Placement: News, Business Leaders
CPM: $6.00
Impressions: 7,000,000
Clicks: 3,500
Spending: $42,000
54. News on weather, sports, world, science, financial, technology, travel,
national, economy, and entertainment.
Age: 25 – 44
Sex: 65% Male
HH Income: $75K+HH Income: $75K+
Education: 74% Some College+
Unique Views: 26,300,000
Page views: 190,000,000
Units: 160 x 600; 300 x 250
Placement: News, Sports
CPM: $5.38
Impressions: 16,000,000
Clicks: 7,000
Spending: $86,000
55. U.S. business/entertainment news website launched
in February 2009
Age: 25-54
Sex: 62% Male
HH Income: 25k+
Education: 90% Some College+Education: 90% Some College+
Unique Views: 2,200,000
Page views: 42,000,000
Units: Expandable 300 x 250, 160 x 600
Placement: Home Page, Politics
CPM: $8.33
Impressions: 15,000,000
Clicks: 14,000
Spending: $125,000
56. Political news with a focus on national politics, Congress,
Capitol Hill, the 2012 presidential race, lobbying,
advocacy, and more
Age: 25-64
Sex: 81% Male
HH Income: $75k+HH Income: $75k+
Education: 95% Some College+
Unique Views: 38,000,000
Page views: 2,600,000
Units: Expandable 300 x 250
Placement: Home Page
CPM: $10.00
Impressions: 15,000,000
Clicks: 18,000
Spending: $150,000
57. Newspaper - Breaking News, World News, and Multimedia
Age: 25-54
Sex: 60% Male
HH Income: 75k+
Education: 89% Some College+
Unique Views: 18,000,000
Page views: 340,000,000Page views: 340,000,000
Units:
300 x 250,160 x 600, Expandable 300 x 250
Placement: Homepage, Business
World
CPM: $7.30
Impressions: 50,000,000
Clicks: 37,500
Spending: $365,000
58. Bay Area's number one local news website.
Age: 18-54
Sex: 55% Male
HH Income: $75K+
Education: 63% College Graduate+Education: 63% College Graduate+
Unique Views:12,000,000
Page views:128,000,000
Units: 300x250, 468x60
Placement: Homepage, News, Business
CPM: $5.31
Impressions : 65,000,000
Clicks: 28,000
Spending: $345,000
59. Gothamist is popular website about New York City news, arts & events, and food.
Age: 18-54
Sex: 51% Female
HH Income: 35K+HH Income: 35K+
Education: 88% Some College+
Unique Views: 8,500,000
Page views: 1,800,000
Units: 300 x 250
Placement: Home page
CPM: $6.00
Impressions: 25,000,000
Clicks: 12,500
Spending: $150,000
60. SFist is the most popular local blog in the Bay Area. It has posts ranging
from in-depth features to insightful interviews, to bona-fide scoops.
Age: 21-54
Sex: 49% Male
HH Income: $35K+HH Income: $35K+
Education: 87% College Graduate+
Unique Views: 181,000
Page views: 1,000,000
Units: 300x250
Placement: Homepage
CPM: $6.00
Impressions: 25,000,000
Clicks: 12,500
Spending: $150,000
61. New York Magazine offers daily coverage of politics, personalities, entertainment,
fashion, and food.
Age: 25-64
Sex: 51% Male
HH Income: 150K+
Education: 90% Some College+
Unique Views: 34,038,000
Page views: 9,900,000
Units: 300 x 250
Placement: Home page, News & Features
CPM: $7.00
Impressions: 20,000,000
Clicks: 13,500
Spending:$140,000
62. Barnes & Noble is the leading retailer of content, digital media and educational
products. With over 10 million monthly visitors.
Age: 25-64
Sex: 68% Female
HH Income: 60K+HH Income: 60K+
Education:83% Some College+
Unique Views: 10,709,312
Page views: 190,000,000
Units: 728 x 90, 160 x 600
Placement: Home page
CPM: $4.50
Impressions: 20,000,000
Clicks: 7,000
Spending: $90,000
63. The official website of Comedy Central's news show The Daily Show. Shares
news and world events in a humorous fashion.
Age: 18-64
Sex: 68% Male
HH Income: $25K+HH Income: $25K+
Education: 89% Some College+
Unique Views: 2,400,000
Page views: 9,800,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.00
Impressions: 40,000,000
Clicks: 34,000
Spending: $320,000
64. The official website of Comedy Central's news show Colbert Report. Shares news
and world events in a humorous fashion.
Age: 18-64
Sex: 64% Male
HH Income: $25K+HH Income: $25K+
Education: 89% Some College+
Unique Views: 1,100,000
Page views: 3,500,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.00
Impressions: 40,000,000
Clicks: 34,000
Spending: $320,000
65. Fast Company is the world's leading progressive business media brand, with
a unique editorial focus on innovation in technology, ethonomics (ethical
economics), leadership, and design.
Age: 18-54
Sex: 64% Male
HH Income: $25K+HH Income: $25K+
Education 88% Some College+
Unique Views: 2,200,000
Page views: 5,100,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.67
Impressions: 30,000,000
Clicks: 29,000
Spending: $260,000
66. Magazine and get advice, tools, and services that help your small
business grow.
Age: 25-54%
Sex: 50% MaleSex: 50% Male
HH Income: 50k +
Education: 92% Some College+
Unique Views: 750,000
Page views: 6,000,000
Units: 468 x 60
Placement: Home Page
CPM: $3.00
Impressions: 15,000,000
Clicks: 3,000
Spending: $45,000
67. An online resource providing insights and tools
for travel.
Age: 35 - 44
Sex: 41% MaleSex: 41% Male
HH Income: $50K+
Education: 66% College Grad+
Unique Views: 830,000
Page views: 6,100,000
Units: 468 x 60; 300 x 250
Placement: Home Page
CPM: $4.50
Impressions: 5,000,000
Clicks: 1,750
Spending: $22,500
68. Finance news, free stock quotes, portfolio management resources
and international market data
Age: 35 - 44
Sex: 60% Male
HH Income: $50K+
Education: 45% College Grad+Education: 45% College Grad+
Unique Views: 67,000,000
Page views: 1,900,000,000
Units: 300 x 250
Placement: Home Page
CPM: $6.00
Impressions: 10,000,000
Clicks: 5,000
Spending: $60,000
69. Known as the largest and fastest growing electronic stock market in the
world.
Age: 25- 55
Sex: 57% Male
HH Income: $75K+HH Income: $75K+
Education: 54% College Grad+
Unique Views: 2,500,000
Page views: 6,000,000
Units: 300 x 250
Placement: Home Page
CPM: $6.00
Impressions: 5,000,000
Clicks: 2,500
Spending: $30,000
70. Top financial media site with a wealthy, highly educated readership.
Age: 35-65
Sex: 85% Male
HH Income: 75k+
Education: 93% Some College+Education: 93% Some College+
Unique Views: 920,000
Page views: 5,900,000
Units: 300 x 250, 160 x 600
Placement: Home Page, Economy Business
CPM: $5.69
Impressions: 13,000,000
Clicks: 6,100
Spending: $74,000
71. The premier website for actionable stock market opinion and analysis,
and vibrant, intelligent finance discussion.
Age: 34 - 44
Sex: 85% Male
HH Income: $150K+HH Income: $150K+
Education: 67% College Graduate+
Unique Views: 3,800,000
Page views: 74,000,000
Units: 468 x 60
Placement: Home Page
CPM: $3.00
Impressions: 5,000,000
Clicks: 1,000
Spending: $15,000
72. Premiere resource for investing education, personal finance, market
analysis and free trading simulators
Age: 25-54
Sex: 60% Male
HH Income: 25k+HH Income: 25k+
Education: 89% Some College+
Unique Views: 1,400,000
Page views: 15,000,000
Units: 160 x 600
Placement: Home Page
CPM: $5.00
Impressions: 5,000,000
Clicks: 2,000
Spending: $25,000
73. MarketWatch is the leading online financial-news publisher provides an affluent
and well-educated audience with up-to-the-minute business news, market
information and insightful commentary.
Average Age: 25-64
Sex: 64% Male
HH Income: 100K+
Education: 65% College Graduate+
Unique Views: 3,647,027
Page views: 80,000,000
Units: 300 x 250
Placement: Home page, Economy/ Politics
CPM: $6.00
Impressions: 10,000,000
Clicks: 5,000
Spending: $60,000
74. WIRED is the first word on how ideas and innovation are changing
the world. Every day online, WIRED delivers a glimpse into the
future of business, culture, innovation, and science
Age: 18-64
Sex: 74% MaleSex: 74% Male
HH Income: $25K+
Education: 83% Some College+
Unique Views:8,100,000
Page views: 31,000,000
Units: 300x250
Placement: Homepage
CPM: $6.00
Impressions: 15,000,000
Clicks: 7,500
Spending: $90,000
75. Mashable provides the information about technology, business, and social media. It
reports on the importance of digital innovation and how it empowers and inspires
people around the world.
Age: 18-54
Sex: 52% Male
HH Income: 25K+HH Income: 25K+
Education: 88% Some College+
Unique Views: 2,244,083
Page views: 19,000,000
Units: 300 x 250, 160 x 600
Placement: Home page, Business, US &World section.
CPM: $5.67
Impressions: 15,000,000
Clicks: 7,000
Spending: 85,000
76. TechCrunch is a leading technology media property, dedicated to obsessively
profiling startups, reviewing new Internet products, and breaking tech news.
Age: 18-34
Sex: 65% Male
HH Income: 100K+
Education: 80% Some College+
Unique Views: 1,660,121
Page views: 10,000,000
Units: 300 x 250, 160 x 600
Placement: Home page, Mobile
CPM: $5.75
Impressions: 8,000,000
Clicks: 3,800
Spending: $46,000
77. The best and the latest of British television in the United States. 60% of the
programming on this US cable channel is original to the American market.
Age: 18 - 54
Sex: 57% Male
HH Income: $50K - $75KHH Income: $50K - $75K
Education: 89% Some College+
Unique Views: 180,000
Page views: 1,600,000
Units: 160 x 600
Placement: Home page, Blog
CPM: $5.00
Impressions: 10,000,000
Clicks: 4,00
Spending: $50,000
79. Social Media – cont’d
TargetTest Groups Impressions CPM Spending
Click to Site
Rate (%) Site Visits
Costper
Site Visit
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Active) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Literature/Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Science/Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Personal Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Technology Early Adapters 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Liberal) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Conservative) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Traveling, Interests: News 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: CNN, Fox News, BBC, CNBC 6,000,000 $7.00 $42,000.00 0.65% 39000 $1.08
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: New York Times, San Francisco Chronicle 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Forbes, Fortune, Business Week 6,000,000 $6.75 $40,500.00 0.60% 36000 $1.13
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World Affairs 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Magazines/Newspapers 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Politics 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Travel 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Intelligent Life Magazine 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Science 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: iPad, iPhone, Android, Blackberry Playbook, Kindle 6,000,000 $7.25 $43,500.00 0.70% 42000 $1.04
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Business 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
86. Print - Magazines
Magazine
Publishing
Frequency
Unit
Ad
Placement
Frequency Cost Total Issues Circulation
Targeted
Impressions
Target
Impression
%
Click to
Site Rate
Site
Visits
Cost per
site visit
San Francisco Magazine Monthly 4-ColorFull Page w/Bleed 4 $12,424.00 $49,696.00
Apr–DIY Education.
May–European-Style Travel.
Nov–Holiday Wish List.
Dec–the Power Issue. 420,404 273,263 0.65 0.00015 63 788.07
Gentry Magazine Monthly 4-ColorFull Page w/Bleed 4 $2,895.00 $11,580.00
Mar–The Exceptional The Gentlemen's Issue.
May–The Gentry 50: The Bay Area's Top Philanthropists.
Jul–The Innovators Issue.
Dec–The Splendid Holiday Issue.
150,660 97,929 0.65 0.00015 23 512.41
7x7Magazine Monthly 4-ColorFull Page w/Bleed 3 $5,425.00 $16,275.00
Apr–The Money Issue.
Jul-Aug –The Summer Issue.7x7Magazine Monthly 4-ColorFull Page w/Bleed $16,275.00
Dec –The Winter Issue. 89,022 57,864 0.65 0.00015 13 1,218.80
San Francisco Business Times Weekly 4-ColorFull Page w/Bleed 6 $20,812.00 $124,872.00
Feb –100 Largest Bay Area Companies; Job Report.
Mar –Financial Dealmaker of the Year; Mergers &
Acquisitions.
Apr –Penisula Economic Report; 100 Best Places to Work.
Jun–Bay Area Annual Report; Public Companies.
Jun–Top 100 Private Companies; 100 Largest Private
Companies.
Oct–Wealth Management.
Nov–International Economic Development; China and India.
103,056 66,986 0.65 0.00015 15 8,077.94
Wired Monthly 4-ColorFull Page w/Bleed 3 $110,211.00 $59,513.94
Jan–The Global Style Issue.
May– International Style and Design Issue.
Aug–The Fall Preview Issue.
438,714 285,164 0.65 0.00015 66 904.37
Esquire Monthly 4-ColorFull Page w/Bleed 3 $114,509.00 $61,834.86
Jan–The Meaning of Life Issue.
Jun-Jul–The How to Be a Man Issue: Fatherhood and Fiction
for Men; Best Bars in America.
Oct–The Essentials Issue.
381,698 248,104 0.65 0.00015 57 1,079.99
New York Magazine Weekly 4-ColorFull Page w/Bleed 5 $66,540.00 $332,700.00
Jan –Real Estate.
Apr –Spriong Travel.
Jun/Jul–The Summer Issue; Road Trips.
Oct –Urban Living Issue.
Dec –Reasons To Love New York; Fashionables.
2,027,660 1,317,979 0.65 0.00015 304 1,093.87
87. Print Magazines –cont’d
Magazine
Publishing
Frequency
Unit
Ad
Placement
Frequency Cost Total Issues Circulation Targeted Impressions
Target
Impression
%
Click to
Site Rate
Site
Visits
Cost per
site visit
The New Yorker Weekly 4-ColorFull Page w/Bleed 5 $140,496.00 $702,480.00
May –Innovators Perfect Bound.
Jun –Summer Reading Double Perfect Bound; Summer Cultural
Preview.
Sep –Style & Design; Perfect Bound; Fall Cultural Preview.
Oct -Nov–Politics Double Issue; Perfect Bound.
Dec–World Changers Double Issue; Perfect Bound; ; Winter
Cultural Preview
5,236,300 3,403,595 0.65 0.00015 785 894.37
Feb –Voyages.
May –Money Special Issue.
New York Times Weekly 4-ColorFull Page w/Bleed 6 $95,300.00 $571,800.00
May –Money Special Issue.
Sep –Education Special Issue.
Nov–Innovation Issue.
Dec –Great Performers Special Issue.
Dec –Lives Well Lived Special Issue.
9,870,912 6,416,093 0.65 0.00015 1,481 386.19
Inc. Magazine
10 times a
year 4-ColorFull Page w/Bleed 3 $81,150.00 $43,821.00
May–Innovation; Companies that are changing the way we look
at the world and do business.
Sep–The Inc. 500: Inc.'s signature issue; Our ranking of the
fastest-growing private companies in America.
Dec-Jan–Entrepreneur of the Year; The standout entrepreneur
of the year.
381,658 248,078 0.65 0.00015 57 765.45
Entrepreneur Monthly 4-ColorFull Page w/Bleed 3 $81,065.00 $43,775.10
Apr–The Biggest, BaddestBrandingIssue Ever;Top20MostTrustedBrandsinAmerica;Mobile Markeng.$339,815.52 $220,880.09 $0.65 $0.00 ##### $858.80
Total $2,018,347.90 $19,439,900.30 $12,635,935.20
A regional percentage (18%) was
taken to calculate the pricing and
88. Print - Newspapers
NewspaperName Location Unit Size $perColumnInch Placement AdditionalComments Frequency ColumnPricing Total Circulation
Targeted
Impressions
Target
Impression
s %
Click to
Site Rate
Site
Visits
Cost per
site viist
The New York Times
Nationwid
e
Full Page -
B/W 126 $1,212.00 Main News
1st Sunday of
December 1 $152,712.00 $152,712.00 2,003,247 801,299 0.4 0.0001 200 762.32
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,541.00 Main News
1st Tuesday of every
month starting January 12 $48,541.50 $582,498.00 19,041,084 7,616,434 0.4 0.0001 1,904 305.92
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,541.00 Sports
Last Tuesday of each
quarter
January/April/July 3 $48,541.50 $145,624.50 4,760,271 1,904,108 0.4 0.0001 476 305.92
Nationwid 1/4 Page - Sunday
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,727.00
Sunday
Business Sunday 4 $54,400.50 $217,602.00 8,012,988 3,205,195 0.4 0.0001 801 271.56
WallstreetJournal
Nationwid
e
2/3 Page -
Color 84 $2,047.67 MainNews
1st Sunday of
December 1 $172,004.16 $172,004.16 2,078,564 831,426 0.4 0.0001 208 827.51
Stamford Advocate New York
1/4 Page -
B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93
Greenwich Times New York
1/4 Page -
B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93
Crain's New York Business New York
1/4 page -
Color 18 $416.06 Main News Tuesday 26 ti* $7,489.00 $194,714.00 1,289,158 515,663 0.4 0.0001 129 1,510.40
SantaCruzWeekly
San
Francisco
Full
Page/FC 40 $1,529.00
News & Sports
rotation
Every Wednesday for 1
yr 52 ti* $61,160.00 $38,456.00 1,300,000 520,000 0.4 0.0001 130 295.82
MetroSiliconValleyWeekly
San
Francisco
Full
Page/FC 40 $2,300.00 News
Every Wednesday for 1
yr 52 ti* $92,000.00 $61,600.00 3,640,000 1,456,000 0.4 0.0001 364 169.23
MetroSiliconValleyWeekly
San
Francisco
1/2
Page/FC 19.38 $1,500.00 Travel
Every other Wednesday
for 1 yr 26 ti* $29,062.80 $18,201.06 1,820,000 728,000 0.4 0.0001 182 100.01
San Francisco Chronicle
San
Francisco
1/2
Page/FC 0
cost provided for ad
size, not col.in News
1st Monday of each
quarter 4 $45,699.95 $182,799.80 916,704 366,682 0.4 0.0001 92 1,994.10
Total $716,132.29 $2,001,297.28 $48,365,880.00 $19,346,352.00
* Special package for multiple placements
89. Direct Email
Lists Quantity Base CPM ($)
Recommended
Selects
SelectsCPM
($)
Total
CPM
(Base &
Selects)
Cost (1 drop)
Total E-mail
Campaign
Cost (3 drops)
Click to Site
Rate (%)
Site Visits
Cost per
Site Visit
per drop
Computer tablet Owners 1,000,000 150
Email base rate
includes all selects.
Type and Gender
Included in
email base rate $150 $150,000 $450,000 0.500% 5,000 $30.00
Email, HHI, Included in
Digitally Connected Tablet Owners 2,000,000 80
Email, HHI,
Occupation, Zip
Included in
email base rate $80 $160,000 $480,000 0.500% 10,000 $16.00
OTM-The DailyCaller.com 50,000 90 $90 $4,500 $13,500 0.500% 1,800 $2.50
Affluent Americans Professionals… 2,000,000 150 * Opt-in email addresses
Included in
email base rate $150 $300,000 $900,000 0.500% 10,000 $30.00
New York Magazine 300,000 105 $105 $31,500 $94,500 0.500% 1,500 $21.00
American City Business Journals - U.S. Subscribers12,341 140 San Francisco 5 $145 $1,789 $5,368
Crain's New York Business Email 450,000 400 Email Included $400 $180,000 $540,000
Career Minded Consumers 1,000,000 135 Email $165 $165,000 $495,000 0.500% 5,000 $33.00
Total Lists: 6,812,341 $992,789 $2,978,368 - 33,300 $29.81
# of drops: 3
Mail date: 4-Dec-12
Total
Impressions 20,437,023