2016 Media & Creative Plan Review

February 29, 2016

2016 Media Plan Review

2016 Media Objectives

1. Begin state-wide awareness with a multi-tiered media mix of TV, video, online display, radio and out-of-home

• Target ages 25-54, non-anglers and non-hunters

• Campaign will start in May 2016 and run thru June 2016

2. Utilize a Net media budget of $217,362

Media Tactics: TV & Video Platforms• Purchase television schedules in Denver, Colorado Springs and Grand

Junction • Purchase cable in Durango to provide coverage of this southwest corridor not

covered by other TV signals • Focus on news programming for broad reach, live viewing, consistent

audience delivery and cost efficiencies • Add digital video across desktop, mobile and tablet platforms to increase the

reach impact - Digital video will be served based on behavioral (outdoor enthusiasts),

demo (A25-54), geography (Colorado) and predictive/look-a-like targeting

• Run :15 and :30 commercials to increase frequency

Media Tactics: Online Display• Online Display is recommended to begin the campaign in May with high impact

awareness ads • All online display will run across desktop, mobile and tablet and will be

demographically and geographically targeted • A combination of run-of-site and channel targeting will be used to maximize reach

throughout the state - Utilizing an ROS schedule will provide cost efficiencies while building brand

awareness and driving site traffic - Channel targeting will focus on outdoor enthusiasts throughout the state

Media Tactics: Online Display continued

In addition to standard ad units, (728x90, 300x250, 160x600), a higher impact 300x600 size is recommended to run as either a display or IAB Filmstrip

Media Tactics: Online Display continued• Based on past greater delivery in mobile and tablet, an additional mobile/tablet

only component of online display will be included

- Ads will be demo, geo and behaviorally targeted to adults who have shown an interest in outdoor activities

- Standard mobile banner ads as well as a full-screen (interstitial) will be utilized

• Online schedules will be optimized on CTR, with a benchmark display CTR of 0.10 based on historical results

Media Tactics: Radio

• NPR is recommended due to its credible news environment and impact throughout the state

• Translators are included as a group buy and can not be broken out individually -Budget will support 9 weeks with 12 mentions/week/station - Mentions limited to :15 announcer read copy

Media Tactics: Outdoor• Outdoor bulletins are recommended due their high profile locations and

larger-than-life experience - High reach due to continuous 24-7 presence - Efficient cost per thousand due to higher reach among target audience

- Budget will support 9 weeks with 3-4 bulletins in each market

• Placement in Denver and Colorado Springs is recommended to reach the largest audience base

Media Flowchart

Media Costs / Delivery Summary

May – June $ $217,362

Video (TV, Cable, Digital) 3 weeks

Online Display 9 weeks

NPR Radio 9 weeks

Outdoor Bulletins 9 weeks

TOTAL ESTIMATED IMPRESSIONS 12,086,311

Creative Brief Review

Creative Brief Objective

The objective of the creative brief is to ensure expectations are clearly set for what the creative campaign deliverables need to communicate before creative concept development begins.

The following will outline all assumptions for who we’re talking to, what the problem is we are addressing and what the main communication will focus on.

The Assignment

The Wildlife Council has specifically asked PILGRIM to evolve the existing Hug a Hunter advertising campaign, maintaining the same brand personality, attributes and essence, and now adding to it a new layer of messaging most relevant to today’s public concerns.

The Challenge

By doing this, the client hopes to educate the general public that hunting and fishing are essential for keeping Colorado wildlife populations healthy.

Our challenge is to create general public support, especially with non-sportsmen, for the practice of hunting and fishing as a form of wildlife conservation.

The Target Audience

To solve this problem we need to persuade adult, Colorado residents and non-sportsmen, especially those in urbanized areas, where the largest population concentrations lie and where people are most removed from wildlife.

Insight

While doing research, we found that Coloradoan’s care deeply about ensuring healthy populations of wildlife species and knowing that wildlife management decisions are informed by science and biology, not politics. They are especially concerned about this now because of the visible, rapid growth occurring in Colorado.

Key Thought

Because of this insight, the most important thing we want our audience to take away is that licensed hunting / fishing, informed by science and biology, is one of the most effective tools Colorado has for conserving all of our healthy wildlife populations.

ResultsSuccess will look like:

•Statewide awareness of and support for this message, as demonstrated by an awareness study to be conducted Fall 2016.

•Visitation to a 5-7-page microsite linked to www.hugahunter.org that will provide wildlife management success stories and specific information.

Supporting FactsFacts that directly support the key thought.

•Conservation is defined as the “wise use” and active management of wildlife, where biologists manage wild animals, fish and their habitats in order to achieve specific and measurable outcomes. No other scientific principle is more responsible for creating Colorado’s abundance of fish, wildlife and world-class outdoor recreation. •Because wildlife conservation efforts don't receive general tax dollars; the vast majority of these efforts are paid for by sportsmen and women. •With Colorado’s burgeoning population, science-based conservation is more important than ever to maintain a balance between sustainable and healthy wildlife populations and ensuring that outdoor-recreation opportunities remain for future generations

Important Note

• Mass media advertising vehicles, including television, radio, banner ads and outdoor will focus on providing the general message outlined in this brief and will drive people to visit WWW.HugAHunter.org to learn more.

• Specific information will live on a 5-7 page microsite developed to support this campaign and will be developed with guidance from CPW and Wildlife Council. The microsite may also contain links to the CPW website for even deeper content.

Next Steps

• PILGRIM will present campaign concept directions for review and approval by March 17, 2016.

• PILGRIM requests creative campaign approval from Council by March 22 in order to have materials produced in time to fulfill media plan with a May start.