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The Proven Recipe for Content Success Kimberly SarubbiPresidentSaddle Ranch ProductionsNovember 10, 2010 1
What do you do with 200 parents and their kids per day coming through a doctor’s reception area?... 2
KidCARE TV Network 2,500 screens in pediatric waiting rooms Targets the 60,000 pediatrician members of the American Academy of Pediatrics (AAP) Content approved by  an advisory board of pediatric healthcare experts Digitally delivered 3-5 minute segments to heighten a mother’s awareness of pediatric wellness issues Advertiser supported network 3
Opportunity in Waiting The American Academy of Pediatrics (AAP) reports an average of 26.5 minutes waiting time to see a pediatrician Dwell time is opportunity to… Deliver highly targeted messaging to the powerful mom market…  At point of care and on path to purchase… KidCARE TV research shows 65% of viewers go shopping immediately after their visit 4
“Content is King” “The result of a tightly-targeted content strategy  is a real connectivity between the message and  the audience. A connectivity that creates an  influential presence and receptivity of the  messaging – and, ultimately, secures a call to  action…” 5
SRP’s Content Challenge with KCTV Create a dynamic and high-performance content strategy that delivers: 6
SRP’s Needs Analysis Process 7
Maximizing the Efficacy Test: ,[object Object],  format was not as effective Adjust: ,[object Object],Optimize: ,[object Object],8
Optimized Content Solution Informative, exclusive content segments providing relevant and accurate pediatric healthcare information approved by a board of experts 2-3 minutes of presenter and b-roll format Interspersed with advertising and PSA’s Additionally, DVDs produced for doctors to give to patients for at-home viewing and education 9
Sample Play List 10
Proof of Performance Results Highlights  from ArbitronKidCARE TV Audience Estimates  and Advertising Effectiveness  Study—November 2009 82% of visitors notice KCTV and find it to be a credible source  65% of viewers recalled at least one ad* 75% of visitors plan on watching KCTV the next time they visit 67% felt the content helps to create a better doctor-patient relationship 64% of visitors go shopping on the same day after being exposed to KCTV programming and advertising:  drug store/pharmacy (38%) / grocery store (37%)/ mall (8%) / convenience store (3%) /other venues (12%) * Compare to Super Bowl advertising of 12% average brand recall (source: Markitecture Survey) 11
Approaching Advertisers Advertisers are buying results – show them the results they want: 12
Managing & Sustaining Content Test – Adjust - Optimize 13
5 Key Takeaways Content creates profits Plan smartly – define goals, success metrics and budget to make it happen  Invest in an experienced and trusted content partner Test/Adjust/Optimize Invest in third party performance reporting 14
Contact Kimberly Sarubbi President Saddle Ranch Productions 345 N. Maple Drive, Beverly Hills, CA 90210 (310) 746-5652 kim@saddleranchproductions.com www.saddleranchproductions.com 15

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The Proven Recipe for Content Success

  • 1. The Proven Recipe for Content Success Kimberly SarubbiPresidentSaddle Ranch ProductionsNovember 10, 2010 1
  • 2. What do you do with 200 parents and their kids per day coming through a doctor’s reception area?... 2
  • 3. KidCARE TV Network 2,500 screens in pediatric waiting rooms Targets the 60,000 pediatrician members of the American Academy of Pediatrics (AAP) Content approved by an advisory board of pediatric healthcare experts Digitally delivered 3-5 minute segments to heighten a mother’s awareness of pediatric wellness issues Advertiser supported network 3
  • 4. Opportunity in Waiting The American Academy of Pediatrics (AAP) reports an average of 26.5 minutes waiting time to see a pediatrician Dwell time is opportunity to… Deliver highly targeted messaging to the powerful mom market… At point of care and on path to purchase… KidCARE TV research shows 65% of viewers go shopping immediately after their visit 4
  • 5. “Content is King” “The result of a tightly-targeted content strategy is a real connectivity between the message and the audience. A connectivity that creates an influential presence and receptivity of the messaging – and, ultimately, secures a call to action…” 5
  • 6. SRP’s Content Challenge with KCTV Create a dynamic and high-performance content strategy that delivers: 6
  • 8.
  • 9. Optimized Content Solution Informative, exclusive content segments providing relevant and accurate pediatric healthcare information approved by a board of experts 2-3 minutes of presenter and b-roll format Interspersed with advertising and PSA’s Additionally, DVDs produced for doctors to give to patients for at-home viewing and education 9
  • 11. Proof of Performance Results Highlights from ArbitronKidCARE TV Audience Estimates and Advertising Effectiveness Study—November 2009 82% of visitors notice KCTV and find it to be a credible source 65% of viewers recalled at least one ad* 75% of visitors plan on watching KCTV the next time they visit 67% felt the content helps to create a better doctor-patient relationship 64% of visitors go shopping on the same day after being exposed to KCTV programming and advertising: drug store/pharmacy (38%) / grocery store (37%)/ mall (8%) / convenience store (3%) /other venues (12%) * Compare to Super Bowl advertising of 12% average brand recall (source: Markitecture Survey) 11
  • 12. Approaching Advertisers Advertisers are buying results – show them the results they want: 12
  • 13. Managing & Sustaining Content Test – Adjust - Optimize 13
  • 14. 5 Key Takeaways Content creates profits Plan smartly – define goals, success metrics and budget to make it happen Invest in an experienced and trusted content partner Test/Adjust/Optimize Invest in third party performance reporting 14
  • 15. Contact Kimberly Sarubbi President Saddle Ranch Productions 345 N. Maple Drive, Beverly Hills, CA 90210 (310) 746-5652 kim@saddleranchproductions.com www.saddleranchproductions.com 15