Transcript Campaign overview

“MEET US” CAMPAIGN
CAMPAIGN OVERVIEW
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Launched Ad Campaign Oct. 21, 2013
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3 national outlets:
Bizo.com, IDGTechNetwork.com and SpecificMedia.com
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26 regional media outlets across 15 cities:
Los Angeles, Dallas, Houston, Washington D.C., Pittsburg,
Denver, San Antonio, New Orleans, Evansville, Oklahoma
City, Tulsa, Fresno, Albany, Austin and Midland
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4 trade media outlets:
American Oil & Gas Reporter, Rigzone, World Oil and E&P
Magazine
IDGT NETWORK
SPECIFIC MEDIA
LOSANGELES.CBSLOCAL.COM
DENVERPOST.COM
RIGZONE.COM
WORLDOIL.COM
CAMPAIGN RESULTS
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Campaign still in market through early December.
Achieving goals of expanding awareness and driving new
traffic to AAPL website.
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From Oct. 21-Nov. 24, results include:
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28.3 million impressions
81,830 click-throughs from media outlet to
AmericasLandman.com
4,695 total views of 7 videos on YouTube
33 new Twitter Fans
76 new Facebook “Likes”
PUBLIC AWARENESS CAMPAIGNS
EAGLE FORD PUBLIC AWARENESS CAMPAIGN
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Duration: August 1–
October 31, 2013
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Location: High-production
areas throughout 17
counties in the Eagle Ford
Shale region.
EAGLE FORD CAMPAIGN RESULTS
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Forty-two full-page, full-color ads in 21 local print
newspapers with a combined circulation of 112,296
residents – Nearly double the number of print ads in
the Marcellus Public Awareness Campaign.
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Eighteen billboard ads along major thoroughfares in
the shale play with almost 9.1 million total impressions
– 4.9 million more impressions than those of the
Marcellus campaign.
EAGLE FORD CAMPAIGN RESULTS
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Eight earned media placements
totaling 52,164 impressions and
$5,515.86 in estimated advertising
value; and
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Significant increase in the quality of
website traffic to
AmericasLandman.com, including:
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1,068% increase in number of pages
viewed;
4% decrease in bounce rate; and
10% increase in returning visitors.
Total Impressions: 9,263,121
Eagle Ford Residents
UP NEXT
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Niobrara Public Awareness Campaign
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Location: 10 target counties throughout Colorado and
Wyoming
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Method: Two full-page, full color ads in 15 local print
newspapers and 11 three-month billboard ads.
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Duration: November 1, 2013 – January 31, 2014
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Timing: Will coordinate with NAPE Rockies, December
11-13, 2013 in Denver, Colorado.
AWARDS
2013 TIPRO TEXAS TOP PRODUCERS
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Best Landman Winners:
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Mona Ables
Jim Devlin
Tim Custer
Best Landman Finalists:
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Randy Browne
Joseph DeWoody
Pamela Feist
Todd Liebl
Fred Schantz
Brooks Yates
2013 “WHO’S WHO IN ENERGY” AWARDS
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“Who’s Who in
Energy” Winners:
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Roger Soape
Jeanine Haller-Piskurich
David Cape
Leon Hirsch
Finalists:
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Carl Campbell
Randy Nichols
AWARDS OVERVIEW YEAR-TO-DATE
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AAPL and its leaders won multiple energy and
communications industry awards in 2013, including:
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2012 Annual Report Calendar:
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2013 Awards for Publication Excellence (APEX) Award of Excellence
2013 International Association of Business Communicators (IABC)
Dallas Quill Award of Excellence
2013 IABC Southern Region Silver Quill Award of Merit
2012 “Insist on a Professional” Public Awareness Campaign:
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2013 IABC Bronze Quill Award of Excellence
2013 IABC Dallas Quill Award of Excellence
2013 IABC Southern Region Silver Quill Award of Excellence
AWARDS OVERVIEW YEAR-TO-DATE
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AAPL Member Mark Logo Design:
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2013 IABC Bronze Quill Award of
Excellence
2013 IABC Dallas Quill Award of Merit
AAPL Member Mark Brand Launch:
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2013 IABC Bronze Quill Award of Merit
2013 IABC Dallas Quill Award of
Excellence (Perfect Score)
2013 IABC Southern Region Silver
Quill Award of Merit
MEDIA RELATIONS
COVERAGE OVERVIEW YEAR-TO-DATE
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Total Results: 26 media results in 20 outlets in across
the U.S.*
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Total Impressions: 3,700,199*
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Estimated Ad Equivalency: $43,974.03*
* Note: Impressions and ad equivalency do not include the recent “Who’s
Who in Energy” or Associations Now media coverage, which were
published at time of board report creation.
“WHO’S WHO IN ENERGY”
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Published on November 22,
2013 in the:
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Austin Business Journal
Columbus Business First
Dallas Business Journal
Denver Business Journal
Houston Business Journal
Pittsburgh Business Journal
San Antonio Business Journal
St. Louis Business Journal
Impressions: 102,011 and
counting
CONTRIBUTED NEGOTIATOR ARTICLE
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Submitted article by Don
Key, published in
November issue of the
Canadian Association of
Petroleum Landmen.
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Explores the state of the
shale plays in lower 48
states.
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AAPL invited to submit
second article for January
2014 issue.
ASSOCIATIONS NOW FEATURE ON “MEET US”
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Secured feature article on
the success of the “Meet
Us” campaign
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Published November 27,
2013 on the website for
Associations Now, the
magazine for the
American Society of
Association Executives
(ASAE)
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Impressions: 22,910 and
counting
2013 IN CONCLUSION
BROADER EXPOSURE, BROADER PRESENCE
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Tactical execution in all of these areas has yielded
AAPL:
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Increased brand awareness among consumers across the
country – particularly in established and emerging shale plays.
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Significant increases in traffic to AmericasLandman.com and
AAPL’s social media channels.
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Greater visibility of AAPL leadership and members through ad
campaigns, contributed articles, media outreach and awards.
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Improved visibility among peers for excellence in marketing and
communications.