Transcript Digital BROADCAST PRD _ GANNETT’S REACH + GANNETT’S 100+ BRANDS & WEBSITES UNIQUE WEBSITE VISITORS 1 58M Tablet Mobile Broadcast USAT TABLET, USCP TABLET, BROADCAST IPAD UNIQUE TABLET VISTORS 2 2.5M Publishing ENGAGE.

Digital
BROADCAST PRD _ GANNETT’S REACH
+
GANNETT’S 100+ BRANDS & WEBSITES
UNIQUE WEBSITE VISITORS 1
58M
Tablet
Mobile
Broadcast
USAT TABLET, USCP TABLET, BROADCAST IPAD
UNIQUE TABLET VISTORS 2
2.5M
Publishing
ENGAGE YOUR
CONSUMERS WHERE AND
HOW THEY LIVE…
ANYTIME,
ANYWHERE.
USAT, USCP, BROADCAST BROWSER + APP
UNIQUE MOBILE VISITORS 3
23M
GANNETT’S 22 LOCAL TV STATIONS IN 19 MARKETS
VIEWERS EACH WEEK 5
30M
USAT + USCP + USA WEEKEND COMBINED
USAT DAILY READERS 4a, 4b, 4c
63M
Integrated Marketing Strategies
5 November 2015
………
SLIDE 02
Document Not For Redistribution.
Source: (1) Comscore Media Metrix, January 2013; (2) Omniture Site Catalyst, January 2013; (3) comScore Mobile Metrix, December 2012;
(4a) GfK MRI Fall 2012; (4b) 2011-2012 Gannett market studies: Scarborough/Thoroughbred Research, Thoroughbred Research Group; (4c)
(Source: GfK MRI Fall 2012; (5) Source Nielsen TV report 2013
BROADCAST PRD _ A CHANGED LANDSCAPE
THE MOST INTEGRATED,
STRATEGIC,
MULTI-SCREEN
PLATFORM…
TO REACH YOUR
TARGET CONSUMER.
+
Click here for a WMV WUSA9’s
Integrated Marketing piece.
Integrated Marketing Strategies
5 November 2015
………
SLIDE 03
Document Not For Redistribution.
BROADCAST PRD _ A CHANGED LANDSCAPE
+
A CHANGED LANDSCAPE
+
The world of “Mass Media” has become “My Media”.
In today’s multi-platform, multi-screen world, Americans customize how they
want to receive information, what type of information to receive, and who
they’d like to receive it from.
In order to break through “My Media” with a public education message
about saving – the message has to reach Americans where they are
watching, surfing, posting, and tweeting. And just as important as reaching
them, it is equally important that the information received is deemed
valuable – so that those reached in turn share what they have learned with
their friends, family members, and followers.
Integrated Marketing Strategies
5 November 2015
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Document Not For Redistribution.
BROADCAST PRD _ SAMPLE MEDIA PLAN
BROADCAST
+RADIO
+
DIGITAL
CREATIVE
DEVELOPMENT
SOCIAL
SAMPLE MEDIA PLAN
•
On Air Local Television
Campaign on WUSA9 –
Approximately 312 PSA
Placements over 52 week
period during WUSA 9 Morning
News, CBS This Morning,
WUSA9 Evening News, and
WUSA 9 Late News
programming
•
Online Local Digital Marketing
Campaigns with Gannett DMS
to create …
•
Approximately 650,000
Impressions monthly per
market DMA.
6.5M Impressions total in all
markets per month
78M Impressions total for term
of campaign (12mo/10mkts)
•
•
•
•
•
Sponsored Financial Literacy
Segments during WUSA 9
Morning News Programming
•
National TV & Radio PSA
Posting on National Association
of Broadcasters Spot Center
National TV & Radio PSA
Distribution and tracking
through PlowShare Group to
over 180 television markets
and 240 radio markets
nationwide
National Digital Campaign in 10
Markets using Yahoo!, Yahoo!
Mobile, Gannett Ad Networks,
Social Media Advertising, and
local Gannett Broadcast online
properties where consistent.
Social Media Engagement
Campaign will involve …
•
Organic content production
focused on topical and timely
issues of Chose to Save.
Content schedule and subject
matrix will be implemented
from the WUSA9-DC in-house
team utilizing local Facebook,
Twitter, Instagram, Vine, … etc.
profiles with access to a
following of over 200,000
profiles to date.
All content in fluid and focused
on brand awareness, audience
engagement and timely call-toaction for Choose to Save.
Content can be packaged and
redistributed thru partner
properties for further local
reach into additional market
DMAs where strategically
advantageous. (ie Seattle,
Denver, Atlanta).
•
•
•
•
DMA Market List: Los Angeles,
Seattle, Dallas, Denver,
Chicago, Orlando, Atlanta,
Washington DC, New York, and
Boston
Integrated Marketing Strategies
5 November 2015
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SLIDE 05
•
Document Not For Redistribution.
Complete Production & Creative
Services from concept to
completion
•
Creative development
including treatments,
storyboards, scripts, and
graphic development
•
Casting/Location
Scouting/Studio/Field
shooting
•
Post production including
graphic design and editing
•
WUSA 9’s team will produce
television, radio, and digital
creative for all components of
the campaign
BROADCAST PRD _ TELEVISION SCHEDULE
SAMPLE WUSA9
TELEVISION SCHEDULE
Day
Time
Program
M-F
5-6AM
WUSA Early News
M-F
5-6AM
WUSA Early News
M-F
6-7 AM
WUSA Early News
M-F
6-7 AM
WUSA Early News
M-F
7-9AM
CBS This Morning
M-F
7-7:30PM
WUSA Evening News
M-F
11-11:30PM
WUSA Late News
Total Spots 312
Net Reach 2,059,454 Viewers
Integrated Marketing Strategies
5 November 2015
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SLIDE 06
Document Not For Redistribution.
For added exposure and awareness for the
campaign, WUSA9 News will do bi-weekly
financial literacy news stories sponsored by
Choose to Save® that will air in the morning
newscast with a rebroadcast opportunity
during the evening newscasts.
BROADCAST PRD _ NATIONAL DISTRIBUTION PLAN
NATIONAL DISTRIBUTION
The National Association of Broadcasters Public Service
department assists local television and radio stations in
serving audiences with timely and important communityoriented initiatives on topics such as health, education,
safety, volunteerism and civic discourse.
NAB's new and improved
Spot Center now offers free, downloadable broadcastquality radio and television PSAs, as well as well as liveread scripts, guidebooks and programming ideas.
With this enhanced resource, NAB is continuing its long
tradition of assisting nonprofit organizations and
America's broadcasters in planning and implementing
community service initiatives, both on- and off-air.
Integrated Marketing Strategies
5 November 2015
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In addition to outreach to
Gannett’s network of broadcast
stations and through NAB,
WUSA9 has partnered with
Plowshare Group to distribute and
track PSA placements.
Founded in 1994 by Ad Council
veteran Jeff Boal, the PlowShare
Group has grown to become the
second largest producer and
distributor of public service
advertising in the nation.
BROADCAST PRD _ TRACKING & REPORTING
With more than 3.7 million records of usage for more than
16,000 media outlets, PlowShare’s software program
FertileData helps to identify your campaign’s best media
prospects. This software, which is updated weekly, has
changed our business and, more importantly, it has changed
clients’ ability to generate results.
+
Some Current PlowShare Clients Include:
American Lung Association
American Red Cross
CDC
Girl Scouts of America
The IRS
National Guard
U.S. Department of Homeland Security
U.S. Centers for Disease Control and Prevention
U.S. Department of Health and Human Services
U.S. Marine Corps
Integrated Marketing Strategies
5 November 2015
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PlowShare aggregates
media usage and digital
monitoring results into a
user-friendly online
package.
We’re going to
talk about …
Choose to Save
Digital Marketing Solutions
WUSA9
a GANNETT company
PROJECT POWERED BY
Geographic
+
DMS PRD _ SEARCH MARKETING
Demographic
Psychographic
Audience Targeting
78%
+
10
07
02
01
DMA Geo
Platforms
Campaigns
Goal
A; 25-44; USA;
A; 25-44; DC DMA;
INCREASE IN COVERAGE
WHEN ADS TARGET AGE
RANGE < 20YR SPAN
A; 25-44; DC DMA; College Grad
78M 1.7M 740K
TARGET 01
A; 25-44; DC DMA; College Grad; HHI $50K+
190K
14.2K
[Source: Research Alert. EPM Communications, Inc., 15 Apr. 2011. Print. 18 Apr. 2011.] [Source: Nigam,
Shashank. "The future of loyalty programs will be powered by social media." SimpliFyling.com, 28 Sept.
2011. Web. 19 Sept. 2012.] [Source: "Lifestyles Of Affluent Women." Marketing to Women. EPM
Communications, Inc., 1 Jan. 2013. Web. 11 Jan. 2013.]
DMS Strategies
5 November 2015
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SLIDE 010
TARGET 02
A; 25-44; DC DMA; College Grad; HHI $50K+; LE (New Job)
Document Not For Redistribution.
Geographic
DMS PRD _ AD NETWORK
+
Demographic
YAHOO!
DISPLAY
Contextual
Behavioral
Mo Package
+
125K
Mo Impressions
$750
choosetosave.org
Est Clicks
625
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+
190K
TARGET 01
DMS Strategies
5 November 2015
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SLIDE 011
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Geographic
DMS PRD _ AD NETWORK
+
Demographic
AD NETWORK
DISPLAY
Contextual
Behavioral
Mo Package
+
180K
Mo Impressions
$1,260
Est Clicks
900
choosetosave.org
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+
190K
TARGET 01
DMS Strategies
5 November 2015
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SLIDE 012
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Geographic
DMS PRD _ AD NETWORK
+
Demographic
PRE-ROLL
DISPLAY
Contextual
Behavioral
Mo Package
+
20K
Mo Impressions
$500
Est Views
2K
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+
190K
TARGET 01
DMS Strategies
5 November 2015
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SLIDE 013
Document Not For Redistribution.
Geographic
DMS PRD _ AD NETWORK
+
WUSA9.COM
Timeline
Contextual
DISPLAY
Mo Package
+
22K
Mo Impressions
$550
Est Clicks
110
3m
6m
12m
choosetosave.org
A; 25-44; DC DMA; College
Grad; HHI $50K+
190K
TARGET 01
DMS Strategies
5 November 2015
………
SLIDE 014
Document Not For Redistribution.
Geographic
DMS PRD _ AD NETWORK
+
Timeline
WUSA9.COM
Contextual
DISPLAY
Mo Package
+
250K
Mo Impressions
$000
choosetosave.org
IMP Share
05%
3m
6m
12m
choosetosave.org
A; 25-44; DC DMA; College
Grad; HHI $50K+
190K
TARGET 01
DMS Strategies
5 November 2015
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SLIDE 015
Document Not For Redistribution.
Geographic
+
DMS PRD _ SEARCH MARKETING
Demographic
Psychographic
Audience Targeting
74%
+
THOSE USING REAL-TIME
BIDDING DISPLAY ARE
WILLING TO PAY FOR
QUALITY ENVIRONMENTS.
A; 25-44; DC DMA; College Grad; HHI $50K+
190K
TARGET 01
$2.3K 490K 2.5K
Mo Budget
Impressions
Online
Custom Account Keyword Quality
Dashboard Reports Manager Selection Score
Impression
Rate
Lead
Click Real-Time Filtered
Data
Grading
Rate Adjusts
[Source: Research Alert. EPM Communications, Inc., 15 Apr. 2011. Print. 18 Apr. 2011.] [Source: Nigam,
Shashank. "The future of loyalty programs will be powered by social media." SimpliFyling.com, 28 Sept.
2011. Web. 19 Sept. 2012.] [Source: "Lifestyles Of Affluent Women." Marketing to Women. EPM
Communications, Inc., 1 Jan. 2013. Web. 11 Jan. 2013.]
DMS Strategies
5 November 2015
………
SLIDE 016
Document Not For Redistribution.
Geographic
+
DMS PRD _ SOCIAL MARKETING
Demographic
FACEBOOK
Interests
MOBILE
Behavioral
Mo Package
+
173K
Mo Impressions
C2$
$300
IMP Rate
12X
3m
6m
12m
choosetosave.org
A; 25-44; DC DMA; College
Grad; HHI $50K+; LE (New Job)
choosetosave.org
choosetosave.org
TARGET 02
DMS Strategies
5 November 2015
………
SLIDE 017
14.2K
Document Not For Redistribution.
Geographic
DMS PRD _ SOCIAL MARKETING
+
Profiling
TWITTER
Interests
MOBILE
Trending
Mo Package
+
150K
Mo Impressions
$300
IMP Rate
10X
choosetosave.org
choosetosave.org
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+; LE (New Job)
14.2K
TARGET 02
DMS Strategies
5 November 2015
………
SLIDE 018
Document Not For Redistribution.
Geographic
DMS PRD _ AD NETWORK
+
Demographic
M.YAHOO!
MOBILE
Contextual
Behavioral
Mo Package
+
111K
Mo Impressions
$1,000
choosetosave.org
IMP Rate
8X
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+; LE (New Job)
14.2K
TARGET 02
DMS Strategies
5 November 2015
………
SLIDE 019
Document Not For Redistribution.
High Exposure
DMS PRD _ AD NETWORK
+
Brand Awareness
AD NETWORK
Long Term Growth
MOBILE
Mo Package
+
101K
Mo Impressions
choosetosa
ve.org
$700
Imp Rate
7X
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+; LE (New Job)
14.2K
TARGET 02
DMS Strategies
5 November 2015
………
SLIDE 020
Document Not For Redistribution.
Geographic
DMS PRD _ AD NETWORK
+
Timeline
WUSA9.COM
Contextual
MOBILE
Mo Package
+
250K
Mo Impressions
choosetosave.org
IMP Share
05%
choosetosave.org
$000
3m
6m
12m
A; 25-44; DC DMA; College
Grad; HHI $50K+; LE (New Job)
14.2K
TARGET 02
DMS Strategies
5 November 2015
………
SLIDE 021
Document Not For Redistribution.
Geographic
+
DMS PRD _ SEARCH MARKETING
Demographic
Psychographic
Audience Targeting
82%
+
A; 25-44; DC DMA; College Grad; HHI $50K+; LE (New Job)
14.2K
INCREASE IN BRAND LIFT
GENERATED BY NATIVE
ADVERTISING
TARGET 02
$2.3K 786K
Mo Budget
Mo Impressions
Online
Custom Account Keyword Quality
Dashboard Reports Manager Selection Score
4K
Mo Clicks
Lead
Click Real-Time Filtered
Data
Grading
Rate Adjusts
[Source: Research Alert. EPM Communications, Inc., 15 Apr. 2011. Print. 18 Apr. 2011.] [Source: Nigam,
Shashank. "The future of loyalty programs will be powered by social media." SimpliFyling.com, 28 Sept.
2011. Web. 19 Sept. 2012.] [Source: "Lifestyles Of Affluent Women." Marketing to Women. EPM
Communications, Inc., 1 Jan. 2013. Web. 11 Jan. 2013.]
DMS Strategies
5 November 2015
………
SLIDE 022
Document Not For Redistribution.
BROADCAST PRD _ GANNETT’S REACH
BROADCAST
+RADIO
+
DIGITAL
CREATIVE
DEVELOPMENT
SOCIAL
$550,000
Annual Net Investment
•
On Air Local Television
Campaign on WUSA9 –
Approximately 312 PSA
Placements over 52 week
period during WUSA 9 Morning
News, CBS This Morning, WUSA
9 Evening News, and WUSA 9
Late News programming
•
•
Sponsored Financial Literacy
Segments during WUSA 9
Morning News Programming
•
•
National TV & Radio PSA
Posting on National Association
of Broadcasters Spot Center
•
•
•
•
National TV & Radio PSA
Distribution and tracking
through PlowShare Group to
over 180 television markets
and 240 radio markets
nationwide
Online Local Digital Marketing
Campaigns with Gannett DMS
to create …
Approximately 650,000
Impressions monthly per
market DMA.
6.5M Impressions total in all
markets per month
78M Impressions total for term
of campaign (12mo/10mkts)
National Digital Campaign in 10
Markets using Yahoo!, Yahoo!
Mobile, Gannett Ad Networks,
Social Media Advertising, and
local Gannett Broadcast online
properties where consistent.
Social Media Engagement
Campaign will involve …
•
Organic content production
focused on topical and timely
issues of Chose to Save.
Content schedule and subject
matrix will be implemented
from the WUSA9-DC in-house
team utilizing local Facebook,
Twitter, Instagram, Vine, … etc.
profiles with access to a
following of over 200,000
profiles to date.
All content in fluid and focused
on brand awareness, audience
engagement and timely call-toaction for Choose to Save.
Content can be packaged and
redistributed thru partner
properties for further local
reach into additional market
DMAs where strategically
advantageous. (ie Seattle,
Denver, Atlanta).
•
•
•
•
DMA Market List: Los Angeles,
Seattle, Dallas, Denver,
Chicago, Orlando, Atlanta,
Washington DC, New York, and
Boston
Integrated Marketing Strategies
5 November 2015
………
SLIDE 023
•
Document Not For Redistribution.
Complete Production & Creative
Services from concept to
completion
•
Creative development
including treatments,
storyboards, scripts, and
graphic development
•
Casting/Location
Scouting/Studio/Field
shooting
•
Post production including
graphic design and editing
•
WUSA9’s team will produce
television, radio, and digital
creative for all components of
the campaign
Recommended
3-Year Strategy
BROADCAST PRD _ GANNETT’S REACH
Mark Burdett
President/General Manager
[email protected]
202 895 5900 o
Wendy Bailey
Executive Producer
[email protected]
202 895 5595 o
301 928 4865 m
Dahn Burke
Digital Sales Manager
[email protected]
202 895 5917 o
301 520 5772 m
Matthew Morris
DMS Specialist
[email protected]
202 895 5948 o
+
Creative Development
Monthly Online
Proof of Performance
Monthly On-Air
Proof-of-Performance
Customer Service 24/7
Integrated Marketing Strategies
5 November 2015
………
SLIDE 25
Document Not For Redistribution.