Katrina: The Road Home


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A great example of non-traditional revenue sales: KHOU-TV/Houston – closed $160,000 sale for “The Road Home” campaign which represented 70% of the market budget. This was State of Louisiana money used to educate residents displaced by hurricanes Rita and Katrina. This involved streaming a 30 minute program on KHOU.com produced by sister station WWL in New Orleans, as well as a video splash page, video interstitials, video overlays and video run of site banners. It also incorporated program elements in KHOU’s award-winning Great Day Houston morning show and a 24/7 link to the Road Home web site on KHOU’s live radar digital channel. (PowerPoint includes details).

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Katrina: The Road Home

  1. 1. A New Chapter Begins
  2. 2. One year later, there is finally way home . <ul><li>The Road Home program - the largest single housing recovery program in U.S. history. </li></ul><ul><li>Through The Road Home , eligible homeowners affected by Hurricane Rita or Katrina may receive up to $150,000 in compensation for losses to back into their homes. </li></ul><ul><li>Eligible homeowners have three options: </li></ul><ul><ul><li>Keep their home </li></ul></ul><ul><ul><li>Buyout and relocate </li></ul></ul><ul><ul><li>Sell their home </li></ul></ul>
  3. 3. KHOU is your Houston connection <ul><li>The sister station of WWL, KHOU (CBS) is Texas most decorated news station and Houston’s market leader. </li></ul><ul><li>Just as Houston opened its arms to displaced Katrina victims, KHOU-TV and khou.com will get behind this public service effort to help Louisiana residents find The Road Home. </li></ul>
  4. 4. KHOU-TV 127.4 42.6 7.1 1 2 2 1 PRIME ROS 7-10P M-SU 16.8 2.1 3 5     INSIDER/ JEOPARDY 3-4P M-F 20.0 2.5 4 4     DAY ROTATION 10A-3P M-F 42.0 3.0 3 6 5   MORNING NEWS 5-9AM M-F 6.0 0.5 3 3 3 3 UP TO MINUTE /CBS 4-5AM M-F TOTAL A35+ RTG 10/2 9/25 9/4 8/21 PROGRAM TIME DAY SCHEDULE ENHANCEMENT BASED UPON 70% SHARE OF PAID SCHEDULE
  5. 5. KHOU.com 1 splash page Precision Video Splash Page KHOU.com will craft a splash page to host video streaming of WWL’s special 200,000 Impressions plus constant video streaming TOTAL CAMPAIGN 150,000 impressions Precision Video Run of Site Banners Brand The Road Home throughout KHOU.com content in up to 5 ad sizes 20,000 impressions Video Overlays Placed on Homepage 30,000 impressions Video Interstitial Brand The Road Home in between KHOU.com content. Unlimited impressions Video Hosting of WWL Special about The Road Home application process Streamed throughout the 6 week flight. Includes fixed position Public service/programming tile on the left hand navigation bar on khou.com homepage.
  6. 6. KHOU Partnership Elements <ul><li>Constant 24/7 listing of www.Road2La.org </li></ul><ul><li>and phone number 888-ROAD-2LA on 11.2, KHOU’s digital channel with up to the minute weather and radar information for the duration of the campaign. (8/21-10/1 ) </li></ul>
  7. 7. KHOU Partnership Elements <ul><li>Two opportunities for in-content coverage with information about The Road Home during Great Day Houston: </li></ul><ul><ul><li>The anniversary of Hurricane Katrina/Rita </li></ul></ul><ul><ul><ul><li>As show looks back on the 2005 Hurricane season and the shelter Houston provided victims of the two named storms the Gulf Coast will never forget. </li></ul></ul></ul><ul><ul><li>On-set interview with Governor Blanco (Mid-September) </li></ul></ul>
  8. 8. KHOU Partnership Elements <ul><li>While KHOU can never guarantee news coverage, we will endeavor to include The Road Home website and toll free number when appropriate during coverage of Katrina and Rita anniversaries and other relevant stories. </li></ul><ul><li>KHOU will also endeavor to include the website and toll free number in news crawls and on khou.com. </li></ul>
  9. 9. SUMMARY <ul><li>Paid TV Schedule to be negotiated at submitted rates supported by enhanced schedule delivering a minimum of additional 127 points Adults 35+. </li></ul><ul><li>Paid khou.com schedule of 200,000 impressions. This will be supported by permanent public service tile on navigation bar of home page plus constant streaming from 8/21-10/1. </li></ul><ul><ul><li>Tile will link to video stream of WWL’s one-hour special about The Road Home application process. </li></ul></ul><ul><ul><li>Special will be streamed during the entire 6 week flight </li></ul></ul><ul><li>. </li></ul>
  10. 10. SUMMARY <ul><li>Constant 24/7 placement on 11.2 live radar channel with tile that displays The Road Home logo, web address and phone number. </li></ul><ul><li>Two opportunities for coverage in Great Day Houston, Houston’s only live local talk show. </li></ul><ul><li>News coverage when possible. </li></ul><ul><li>INVESTMENT: $160,000 cash schedule plus $5500 for khou.com elements </li></ul>
  11. 11. The Most Decorated News Station in Texas Over the past 3 years, KHOU-TV was one of the most-decorated local television stations in the nation and continues to receive more awards for broadcasting and journalism than any other Texas news organization. <ul><li>Emmy for Overall Station Excellence </li></ul><ul><li>59 Emmy Awards (9 in 2006 - more than any other Houston station) </li></ul><ul><li>4 Peabody Awards </li></ul><ul><li>3 DuPont-Columbia Awards </li></ul><ul><li>8 Edward R. Murrow Awards </li></ul><ul><li>7 National Headliners Awards </li></ul><ul><li>4 Scripps Howard National Journalism Awards </li></ul><ul><li>29 Texas Associated Press Awards </li></ul><ul><li>7 Katie Awards </li></ul><ul><li>&quot;Best TV News in Houston&quot;, Project for Excellence in Journalism </li></ul>
  12. 12. KHOU-TV/CBS Tops All the Lists No Matter How You Look At It! Among CBS Stations in the Top 10 US Markets, KHOU-TV is ranked*… #1 in 5A News #1 in 6A News #1 in Midday News #1 in 5P News #1 in 6P News #1 in Late News Source: Nielsen, May06 Sweep, *Rankings Based on HH Ratings KHOU-TV has More Households Watching its 5pm, 6pm, and 10pm Newscasts than ANY TV Station in Texas Among ALL Stations in the Top 10 US Markets, KHOU-TV is ranked*... #4 in Midday News #3 in 5P News #4 in 6P News #4 in Late News
  13. 13. What is Great Day Houston? <ul><li>Great Day Houston is Smart…New…Fun… Different. KHOU-TV combines news, entertainment and daytime talk to bring the best of all worlds to Houston viewers. </li></ul><ul><li>Great Day Houston is the only local weekday television talk show and it’s your connection to the heart and soul of our city. </li></ul><ul><li>Weekdays 9-10am is THE spot for the latest information on what’s happening in your hometown and in your world. </li></ul>
  14. 14. Run of Video Site Banners <ul><li>We can place your advertising message throughout KHOU.com </li></ul>
  15. 15. Precision Video Overlay Free Form Overlays are interactive, animated, and bold advertisements that are placed over web pages.