1. Balancing Act:How to Get the Most fromyour Advertising and Media BudgetPresenter:Jim PaskillPresidentPaskill Stapleton & Lord, Inc.Friday, April 26th11:30 EST

2. Balancing Act: How to Get the Most from your Advertising and Media BudgetNewspapersare dead 3. Balancing Act: How to Get the Most from your Advertising and Media BudgetTV is oldschool 4. Balancing Act: How to Get the Most from your Advertising and Media BudgetRadio is tired 5. Balancing Act: How to Get the Most from your Advertising and Media BudgetBillboards areenvironmental clutter 6. Balancing Act: How to Get the Most from your Advertising and Media BudgetAll media budgets arebeing shifted to digital 7. Balancing Act: How to Get the Most from your Advertising and Media BudgetGlobal Media Shares 1997 8. Balancing Act: How to Get the Most from your Advertising and Media BudgetTV 40.7%Newspapers 21.4%Outdoor 6.7%Radio 7.1%Cinema 0.5%Internet 13.8%Magazines 9.7%Global Media Shares 2010Source: ZenithOptimedia GlobalAdspend forecast 9. Balancing Act: How to Get the Most from your Advertising and Media BudgetGlobal Media SharesGlobal Media SharesGlobal Media Shares1997 media 201037.6% TV 40.7%34.3% Newspapers 21.4%13.6% Magazines 9.7%8.2% Radio 7.1%5.7% Outdoor 6.7%0.3% Cinema 0.5%0.3% Internet 13.8% 10. Balancing Act: How to Get the Most from your Advertising and Media Budget 11. Balancing Act: How to Get the Most from your Advertising and Media Budget The stated goal:Distribute $20,000,000in charitable contributions. 2010: Dramatic cutsto traditional media(most noticeably the2010 Super Bowl). Shifted resources inan effort to engage 87million consumers viaFacebook and othersocial media. 12. Balancing Act: How to Get the Most from your Advertising and Media BudgetThe core goal:SELL MORE PEPSI. 13. Balancing Act: How to Get the Most from your Advertising and Media BudgetAdvertising Ageheadline(February 2010):Pass or Fail,Pepsis RefreshWill Be a Casefor MarketingTextbooks 14. Balancing Act: How to Get the Most from your Advertising and Media BudgetBeverage Digestheadline (March 2011):Diet Coke SurpassesPepsi as Number TwoSoft Drink in 2010 15. Balancing Act: How to Get the Most from your Advertising and Media Budget Pepsi sales were down 6%. Pepsi announced in early2011 that it was increasingtraditional ad expenditures by30% and would be returningto the 2011 Super Bowl. 16. Balancing Act: How to Get the Most from your Advertising and Media BudgetMassimo dAmoreCEO of PepsiCo BeveragesNorth AmericaWe learned the hardway that traditionalmass media is stilla powerful weaponfor driving socialengagement and sales.Massimo dAmoreCEO of PepsiCo Beverages, North America 17. Balancing Act: How to Get the Most from your Advertising and Media BudgetOnlineAdvertisingOne-to-oneConversationsDirectMarketingInformationSessionsCollegeFairsHigh SchoolVisitsPublicRelationsOfflineAdvertising.eduwebsite 18. Balancing Act: How to Get the Most from your Advertising and Media BudgetMy website is my most importantmarketing tool.My website is on the Internet.Lets just cut out the middlemanand do all of our marketing online! 19. Balancing Act: How to Get the Most from your Advertising and Media BudgetMost TrustedMedia Sourcesfor Informationand NewsFEMALEMALETOTALSource: Trident Digital 2012 20. Balancing Act: How to Get the Most from your Advertising and Media BudgetAverage Time Spent Per Daywith Major Media(in minutes; adults, age 18-54)2009 2010 2011 2012TV 267 264 274 278Online 146 155 167 173Radio 98 96 94 92Mobile(nonvoice) 22 34 54 82Offline 55 50 44 38 Newspapers 33 30 26 22 Magazines 22 20 18 16Other 44 47 45 36TOTAL 632 646 678 699 Source: eMarketer, Oct 2012 Television: remainsthe dominant medium Mobile: fastest gains Print: largest decline 21. Balancing Act: How to Get the Most from your Advertising and Media BudgetSource: Trident Digital 2011Sources ThatInfluenceBrand-buyingDecisionsFEMALEMALETOTAL 22. Balancing Act: How to Get the Most from your Advertising and Media Budget45%36%28%22%9%9%7%4%42%27%24%23%13%11%9%18%TRADITIONAL MEDIA(NEWSPAPERS/TV/RADIO)FAMILY/FRIENDS/CO-WORKERSCONSUMER FORUMS/PUBLICATIONSCOMPANY WEBSITESNEWS WEBSITESCOMPANY SOCIALMEDIA PAGESINDUSTRY PUBLICATIONSBLOGS0 10 20 30 40 50Best Source forMarketing andAdvertising Accordingto U.S. Internet Usersand MarketersOct 2012(% of respondents; adults 18+)Source: Adobe, Click Here:The State of Online Advertisingconducted by Edelman Berland,Oct 24, 2012INTERNET USERSMARKETERS 23. Balancing Act: How to Get the Most from your Advertising and Media Budget It is virtually impossible in the digital world welive in today for traditional recruitment marketingnot to include some form of digital. The steady advance of digital technologies hasreshaped a once linear decision process.The College SelectionProcess in a Digital World 24. Balancing Act: How to Get the Most from your Advertising and Media Budget! 25. Balancing Act: How to Get the Most from your Advertising and Media Budget Multiple touch points. Touch points re-visited atmultiple junctures. A wide range of devicesand platforms.The decisionmaking processis far morecomplicated 26. Balancing Act: How to Get the Most from your Advertising and Media BudgetThe most successful campaignsincorporate both offline andonline strategiesThe goal: Interceptprospects as they movethrough various stagesof the complex decisionmaking pretzel. 27. Balancing Act: How to Get the Most from your Advertising and Media BudgetIn the college selection process,offline and online media both haveimportant roles in moving aprospect to an inquiry. 28. Balancing Act: How to Get the Most from your Advertising and Media BudgetBuilding the Brand (offline) Offline media is most often a means to an end. Offline media is the most effective in buildingawarenessmaking an emotional connectionand stimulating desire and interest. Offline drives online traffic. Improved brand awareness will translate to:- Higher click-through rates, more websitevisits, and more productive SEM. For optimum performance: offline media inplace prior to online launch. 29. Balancing Act: How to Get the Most from your Advertising and Media Budget Digital online media is asuperior direct responsemedium (a primary reasonfor the decline of dailynewspapers). Turn a prospect into aninquiry. Moving target as mediaoptions and platformscontinue to evolve.A Tactical Strategy (online) 30. Balancing Act: How to Get the Most from your Advertising and Media Budget Offline and online media are beingused simultaneously. PCs, smartphones and tabletsprovide an instantaneous directresponse mechanism.Media Multi-Tasking 31. Balancing Act: How to Get the Most from your Advertising and Media BudgetOnline/OfflineMultitasking DrivesIncrease inMedia UsageSimultaneous Usage of Select Devices Accordingto US Connected Device Users, Q2 2012(% of total interactions)Simultaneous Usage of Select Devices Accordingto US Connected Device Users, Q2 2012(% of total interactions)TV with another device 77%With a smartphone 49%With a PC/laptop 34%Tablet with another device 75%With a TV 44%With a smartphone 35%PC with another device 67%With a smartphone 45%With a TV 32%Smartphone with another device 57%With a TV 29%With a PC/laptop 28%Note: figures are based on 6,057 smartphoneinteractions, 3,817 PC/laptop interactions, 3,594TV interactions and 542 tablet interactionsreported by usersSource: Google and Sterling Brands, Aug 29, 2012 32. Balancing Act: How to Get the Most from your Advertising and Media BudgetOffline traditional media is nolonger just traditional, or offline Media habits and advertising options have becomemore fragmented. Traditional publishers and broadcasters have had toevolve to remain relevant to their audiences andcompete for a share of advertising revenue. 33. Balancing Act: How to Get the Most from your Advertising and Media BudgetMost offline advertising buys (if negotiated properly)include a mix of online and offline components Offline media agreementsoften include guaranteedsocial media mentions(Facebook, Twitter). Radio buys should includestreaming components as wellas integrated website advertisingand online promotions. Print buys must reachtraditional and online readers. 34. Balancing Act: How to Get the Most from your Advertising and Media Budget Choose your media partners carefully. The leaders (Tier 1) will reach the largest andmost qualified audience. Tier 1 media will be able to substantiateadvertising claims. One Tier 1 partner vs. spreading dollars too thin.Online and Graduate DegreeProgramsFields such as healthcare, education, ministry, andtechnology have an over-abundance of offline printmedia (trade/industry publications). 35. Balancing Act: How to Get the Most from your Advertising and Media BudgetIts better toreach one personthree times versus reaching threepeople once 36. Balancing Act: How to Get the Most from your Advertising and Media Budget- Print ads, direct mail lists (postal or email), event sponsorships.- Website advertising, eNewsletters, eBlasts.- Social media mentions (Facebook, Twitter, Blogs).Online and Graduate Degree Programs Negotiate a combination of offline and online components: 37. Balancing Act: How to Get the Most from your Advertising and Media BudgetOnline and Graduate DegreeProgramsSchool of Nursing (Sample Tier 1 Media Partnership) Premium position 4/C print ads (both print andelectronic editions). Weekly eNewsletters (sponsorships, banner ads,and editorial mentions). Dedicated email blasts to opt-in database. Post-it note ads on print magazine distributed atindustry events. 38. Balancing Act: How to Get the Most from your Advertising and Media Budget 39. Balancing Act: How to Get the Most from your Advertising and Media BudgetOnline and GraduateDegree ProgramsCounseling Program(Sample Tier 1 Media Partnership) Premium position 4/C print ads. Welcome mat web banners. eNewsletter sponsorship anddedicated Eblasts. Industry event sponsorship(booth, signage, promotionalmedia). 40. Balancing Act: How to Get the Most from your Advertising and Media Budget Offline media has become the backdrop activity forInternet usage. Opportunity to deliver brand and tactical call-to-actionmessages simultaneously. Media usage follows 9-5 work patterns.The Age of Media Multi-tasking 41. Balancing Act: How to Get the Most from your Advertising and Media Budget6,9288,7403,4262,7884,7875,5914,2993,3764,9814,3078461,098SimultaneousInternet Usagewith Radio & TV(Adults 18-54)With RadioWith TVNo TV or RadioInternetAverageAudience(000)Up to a third of Internetusage time includessimultaneous radiolistening in some dayparts(especially during the day),and its true even for teensand young adults. Mon-Fri6AM-NoonMon-FriNoon-6PMMon-Fri6PM-MIDMon-FriMID-6AM05,00010,00015,00020,000 42. Balancing Act: How to Get the Most from your Advertising and Media BudgetTV and Non-Digital VS. TV and DigitalImpact of Budget Allocation forTV and Non-Digital VS. TV and DigitalImpact of Budget Allocation forTV and Non-Digital VS. TV and DigitalImpact of Budget Allocation forTV and Non-Digital VS. TV and DigitalTV and Non-Digital VS. TV and DigitalGRP COSTTOTALREACHEFFECTIVE(3X) REACHTV andNon-Digital1,000 $10,000 85.10% 67.80%TV 900 $9,000 83.70% 65.80%Digital 500 $1,000 63.80% 44.00%TOTAL 1400 $10,000 90.20% 83.70%Differencewith Digital400 $0 5.10% 15.90% 43. Balancing Act: How to Get the Most from your Advertising and Media Budget Combining TV with digitaldelivers higher ratingsthan offline alone. More importantly, itincreases the percentageof target reached three ormore times.Combining Offline and Online Delivers 44. Balancing Act: How to Get the Most from your Advertising and Media Budget020406080100Internet+RadioInternet+TVInternet+MagazinesInternet+Newspapers36.1%29.7%4.4%13.9%15.6%8.6%29.1%39%39.9%49.4%14.6%24.1%Combined-MediaDaily Reach(Adults 18-24)Both MediaOnly Other MediumOnly Internet 45. Balancing Act: How to Get the Most from your Advertising and Media BudgetLocal Television and CableWhat its still good at: Persuasive: sight and sound together offer the bestemotional selling tool. Building the brand: The best medium for reach andbranding. Cable can be targeted:- Geographically- Demographically- Program content Cable zones: allow you to reach affordablefrequency levels in key recruitment geography. Creative: can be utilized online as well. 46. Balancing Act: How to Get the Most from your Advertising and Media Budget 47. Balancing Act: How to Get the Most from your Advertising and Media BudgetRadioWhat its still good at: Call to action: brings a sense of urgency tothe message. Good demographic targeting capability. Excellent frequency building medium. Reasonable production costs allowmultiple creative executions. Relatively short planning and lead time. Negotiate streaming radio wheneverpossible.The combination of radio and outdoor is oneof the most effective media combinations toreach adult prospects. 48. Balancing Act: How to Get the Most from your Advertising and Media BudgetOut-of-HomeWhat its still good at: Provides a wide variety of creativeoptions from coffee cup sleevesto transit to billboards. Large reach for constant brandreinforcement. Digital boards can deliver timesensitive messages. 49. Balancing Act: How to Get the Most from your Advertising and Media Budget 50. Balancing Act: How to Get the Most from your Advertising and Media BudgetOut-of-HomeWhats next?Disruptive Engagement 51. Balancing Act: How to Get the Most from your Advertising and Media BudgetDirect MailWhat its still good at: Personal one-to-one contact with targeted prospects. Sophisticated targeting:- Ability to reach any market segment or personal profile- Ability to control geo-targeting down to block group Personalized messaging. Highly measurable. Flexible/scalable. Building a relationship over a lengthy college search cycle. 52. Balancing Act: How to Get the Most from your Advertising and Media Budget 53. Balancing Act: How to Get the Most from your Advertising and Media Budget 54. Balancing Act: How to Get the Most from your Advertising and Media Budget 55. Balancing Act: How to Get the Most from your Advertising and Media Budget 56. Balancing Act: How to Get the Most from your Advertising and Media BudgetTakeawayOffline and online media each havean important role in the media mix.Utilizing both gives us the best opportunityto reach prospective students in a verynon-linear search process. 57. Balancing Act: How to Get the Most from your Advertising and Media BudgetTakeawayOffline in todays digital world means:Partnering and negotiating with offlinemedia that can provide multi-mediapackages, incorporating both traditionaland digital components. 58. Questions and AnswersContact:Janet SieffBusiness Developmentp: 412 904 3133e: janet@psandl.comJim PaskillPresidentp: 215 5782 7938e: jim@psandl.com