Transcript Document

Safe Digging Month – April 2013
There's more than a natural gas pipeline at risk. Always call before you dig!
An exclusive sponsorship opportunity
Objectives
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To offer our readers stories that they are interested in and that are
relevant to the demographic (52 years old average age, high income
earners, well educated).
To offer readers a comprehensive in paper and online series that will
offer a continued presence online for readers for two months
To allow a relevant and credible sponsor to align with this content and
present a brand message that will be enhanced by the content of this
series
Sponsor may be able to offer experts that The Vancouver Sun will use
to answer reader questions
Sponsor may write an Op Ed piece to be printed on the Ideas and
Opinions page (subject to Editorial approval)
What is safe digging month?
April 2013 will once again be National Safe Digging Month, the time of year when all
Common Ground Alliance stakeholders come together to communicate how
important it is that professionals and homeowners alike follow the safe digging
process to help prevent injuries, property damage and inconvenient outages.
Facts:
An underground utility line is unintentionally damaged approximately once every
three minutes nationwide, and about one in three incidents are caused because the
digger did not call. The phone notification begins the process to learn the
approximate locations of underground utility lines, according to CGA data.
Unauthorized digging or excavation is the number one cause of pipeline safety
issues, and yet, every year, failure to "call before you dig" results in injury, legal
hassles and disruption of utilities - like power, water, and telephone - for hundreds of
thousands of individuals and families. With a continued and coordinated focus on
raising awareness, Alliance Pipeline is committed to this important safety initiative.
Format – Safe Digging Month
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Print elements will include: a main story; industry profiles with photos; stories
about the issues and the impact across the province both commercially and for
residential digging
Pages of content will have advertising on every page.
Run date: Late March or early April (TBD).
The digital components will include video and pic galleries. Stories by area and
risk factor
Reader questions and online experts will allow people at work to go to the web
for follow up information from their morning reading of the series
Sponsors will have full colour ads on the pages including front banner, full page,
half and quarter pages
Online, these same sponsors will have all ad units on a rotating basis on a
dedicated online topic page: www.vancouversun/safedigging
The online topic page will continue to be live for two months following the
section with relevant evergreen content tagged and housed here through to the
end of this period
Story list:
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What’s lurking underground?
Look at what we had underground 50 years ago vs today: cable, fibre optics, gas,
jet fuel lines, phone lines, sewers, water.
Example: Main & Terminal has 14 different lines from 14 different firms/utilities and
municipalities.
Track the # of mishaps/accidents in Metro Vancouver and BC
The cost of these accidental ruptures for the firms and sometime households
The question of liability: who pays and under what circumstances?
Residential and BC One Call: A facilitator who you can call to find out what’s
underneath before a dig, including landscaping your front or back yard. But not all
firms or municipalities are part of it. Why not have a central repository of
information?
Are there new technologies that can help detect all the underground cables, etc.
What should a BC household know before digging? The dos’s and don’ts. Website
that you can to for information.
Issues & Ideas Page: op-eds
A column by a Sponsor
spokesperson to talk about why
these themes are vital to the
growth of our city, province and
country. Why does what’s under the
ground matter? (column subject to
Editorial Approval)
Pictured: Op-ed by
Indira Samarasekara, President of
the University of Alberta in
Tuesday Nov 6, 2012 - Vancouver
Sun
Website Dedicated Series Topic page
Front page key to topic page
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Archived stories from the section will reside
here for three months
Daily updated stories tagged from the web
Listed on
Five minute videos with experts on the
“Don’t Miss”
bar
subject from sponsor and other sources
Call out for reader questions and stories that
can be published on-line
Search engine Optimization
All sponsor ad units on the page are
available to the sponsor companies or
partners and can be linked by URL to
sponsor websites and relevant information
Sponsorship of the Safe Digging
Section and Microsite
Ad rates:
• Front banner: $5000 (only ad on the page)
• Full page: $12,000 net (full colour incl. online)
• Half page: $6,500 net (full colour incl. online)
• Quarter page: $4,500 (full colour incl. online)
Value added:
• Equal sponsorship of the Microsite with
additional online ads targeted to business
channels with front banner, half page ad or bigger
(min. 50,000 online impressions)
• Editorial marketing to enhance the series
and push readers to the topic page and the
in-paper content
Style only
Profile:
An influential and affluent audience
• 52% women/48% men
• Average age is 48 (average
age of the market is 46)
• 35% have a HHI $100,000+
• Average household income
is $86,291 (versus the
market average of $81,908)
• 79% own their home
• 50% are university
graduates
• 23% are senior/ other mgrs./
professionals
• 59% are married/ living
together
Source: NADbank 2011/12 Mid-Year Study
Base: 916,700/46% Metro Vancouver adults
who read the Vancouver Sun in the past week
in print or website.
1.5M unique visitors, Vancouver Sun
Online profile:
Visitor Profile
%
GENDER
Men
Women
AGE
Under 18
18-24
25-34
35-44
45-54
55+
REGION
BC
Prairies
Ontario
Quebec
Atlantic
Source: comScore Media, Sept 2012
56%
44%
11%
9%
20%
22%
18%
19%
Index
112
88
54
89
119
132
109
103
46%
15%
31%
5%
4%
329
83
79
20
56
HHLD INCOME
$60K+
68%
$75K+
50%
$100K+
27%
110
102
95