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TUNE IN TO TUNE OUTPLANSBOOK 2015
22
THE AGENCYPRESIDENT&CEO
ACCOUNT EXECUTIVES
RESEARCHGerard Blair
CREATIVE DIRECTORS
ART DIRECTORS
Catherine Lee
Cymone Gosnell
Courtney Kozieja
Julia Bemis
MEDIA DIRECTOR
MEDIA
GRAPHICS
BUYERS&PLANNERS
PUBLIC RELATIONS
SOCIAL MEDIA
DIRECTORS
Maggie AtkinsonSophie MarionLauren LaChance
ACCOUNT PLANNERSMaggie KyciaMarielle DecolatorMelissa Rubio
STRATEGIC BOARD
Sophia TieuJames Collins
Marianne MagotRory Nachbar
Evan Sheehy
Cassandra Halko
RESEARCH
Leandra PauleyCOPY
CREATIVE
PLANSBOOK
PUBLIC RELATIONS
SOCIAL MEDIAMelanie Dolan
Maria Hacker
RESEARCHERSSara KilloughKathleen VarelloStefano Mancini
GRAPHIC DESIGN
Rory Nachbar
Courtney Heller
Lara Florek
COPY DIRECTORS
Anna CurrellCecelia Burke
COPY WRITERSKatherine GeogheganFrancesca FuertesSophia Tieu
Elizabeth AngleyFrancesca Fuertes
Evan Sheehy
Cymone GosnellJulia Bemis
Rose Frullani-BaconKatherine CurtinJennifer Gumbrecht
Hannah SchmittStephanie SmithWah-De Dennis
DIRECTORS
PR TEAM
Cassandra Halko
Melanie Dolan
Cassandra HalkoWill Trainor
DIRECTOR
SOCIAL MEDIA TEAM
Cymone Gosnell
PHOTOGRAPHERMEDIA
Leandra Pauley
Wah-De Dennis
Kathleen Varello
Annie Thomas
Katherine Geoghegan
Kathleen Varello
33
ABOUT USAGENCY 4501
Agency 4501 is a local full-service
advertising agency that provides
clients with exceptional creative results.
cations strategies that address all facets of
our clients’ requests.
Agency 4501 begins with extensive
research to gain a better understanding
preferences and relevant current business
trends. Then, the agency develops a
resources and talents to achieve our clients’
goals.
every client’s brand an integral part of
on building brand loyalty through creative
tising that enhance positive relationships.
The agency is dedicated to strengthening
the client’s brand to help ensure business
success in an ever-changing, uniquely
44
THE AGENCY...............................page 3
ABOUT US....................................page 3
EXECUTIVE SUMMARY...........page 5
SITUATION ANALYSIS.............page 7
An Overview...........................................................page 7History.........................................................................page 8Programming........................................................page 9Financials..................................................................page 9Competition.........................................................page 10Industry....................................................................page 11Consumers...........................................................page 13Target Market: Millennials........................page 14SWOT Analysis..................................................page 14
TABLE OF CONTENTSSOCIAL MEDIA STRATEGY....page 41
An Overview..........................................................page 41Hashtags..................................................................page 42Platforms.................................................................page 42Social Media Take-Over.............................page 44Behind-The-Scenes......................................page 45Contests..................................................................page 45Promoted Content..........................................page 47Emerging Media................................................page 47
MEDIA SCHEDULE...................page 48
EVALUATION..............................page 50
SOURCES.....................................page 51
PRIMARY RESEARCH................................page 15
MARKETING STRATEGY..........................page 18
CREATIVE STRATEGY...............................page 20
An Overview.....................................................................................page 20The Creative Brief.........................................................................page 20Creative Executions....................................................................page 21
MEDIA STRATEGY.......................................page 31
Tactics Mix............................................................................................page 32
PUBLIC RELATIONS STRATEGY..........page 37
The Objectives.................................................................................page 37The Main Event...............................................................................page 38Sponsorship.......................................................................................page 39Charging Stations and Booths............................................page 39Press Opportunities.....................................................................page 40
55
SPN Radio
issued Agency
4501 the challenge to
build awareness of the
content. The agency
diligently to develop
strategy that will achieve
success.
to increase the audience
the convenience and
existing core audience
of loyal terrestrial radio
listeners.
To that end, Agency
4501 has created a unique
the industry’s digital
to preserve the loyalty of
listeners.
Agency 4501 conducted
research to develop a
solid understanding of
the target audience’s
preferred access points
As a result, the agency
since they represent the
posed to adapt to the
digital age – the challenge
to which the industry is
rapidly adjusting.
Agency 4501 has created a
an innovative public
strongly believes that
this uniquely crafted,
plan will result in both
attracting increased
terrestrial users. Agency
listening audience.
EXECUTIVE SUMMARY
6
WE AREWHERE YOU ARE.
77
WHERE YOU ARE.
SITUATIONAL ANALYSISAN OVERVIEW
of over 50 business
to serving their sports
fan base by supplying
sports coverage of
live sporting events or
discussions of the latest
as television, radio,
apps.
Deportes Radio are the
largest sports radio
total listening hours, 194
across the United States.
represent the leading
source of revenue for
continues to expand its
by allowing listeners
to access content on
and accessible digital
88
HISTORY
SPN entered the radio industry
fan listeners with cutting edge sports
hosted by Nancy Donnellan. Since then,
of usage and total visits.
way they have been able to adapt to the
always changing technological advances
ever-present in the broadcast industry.
and display passion everyday through
their enthusiastic sports broadcasting
a plethora of ideas and experiences to
their best advantage when targeting
99
THE PRODUCTS & PROGRAMMING
T
Sedano Show, The Right
debates, discussions, and
interviews throughout
brand personality and
reputation for being the
best place for listeners to
and authoritative sports
daily recaps of sports
news and events on
podcasts and apps,
live play-by-play events
ensure that sports fans
of the sports they follow.
sports with authority and
personality.
FINANCIALS
T
MEDIANETWORK
CABLE NETWORKS
BROADCASTING
5.9
BIL
LIO
NS
($)
1.7
2014 Q4 REVENUE
4.2
*AS REPORTED BY THE WALT DISNEY COMPANY
1010
COMPETITION
SPN has three
and Fox Sports Radio.
national sports coverage
non-stop sports updates
and news throughout
across the country.
sports channel that
households across
the United States. The
viewers news and other
relevant to the college
sports scene.
nationwide. They have
shows featuring elite hosts
that include professional
distributed through Dial
radio stations nationwide.
through cable and satellite
providers. FSN is owned
with a focus on live
sporting events. The
channel broadcasts
professional baseball,
content by tuning in to
1111
INDUSTRY
The US radio broadcasting and
success of the industry is concentrated.
stations and newspapers.
Radio personalities also play a large role in
the success of stations, especially during
1212
S
listeners do not pay for
generally advertise over the
industries.
Due to rapid changes
stations have been
converting to digital
production and broad-
conversion to digital
the broadcasting industry.
higher quality broadcasts
that enhance the overall
listening experience.
Production and broadcast
when using digital broad-
casting technology, as
does signal reception.
Digital technology provides
another opportunity to
listeners, who could prove
to be highly valuable
continue to listen to radio for
to Nielsen.
1313
CONSUMERS
and players, by searching for in-depth and
post-graduate education, own their own
sports fans typically attend sporting events
they did not attend.
use it on a daily basis to access live broad-
way for users to obtain
have been downloaded
with their own ideal sports coverage by
interactivity.
to provide constant updates regarding
responded positively to this initiative as
14
TARGET MARKET:MILLENNIALS
A
devices.
the use of portable technology as the best
Strengths Weaknesses
ThreatsOpportunities
Targeting a younger audience
convenience
Potential loss of terrestrial listeners by shifting to
digital radio
SWOT ANALYSIS
1515
AN OVERVIEW & PRELIMINARY FINDINGS
conducted an online survey. The research
was designed to help us discover the best
The survey was distributed to all
supported the secondary research in that
at the collegiate or professional levels, it
of four people surveyed listen to radio
and news for this group.
PRIMARY RESEARCH
1616
PRIMARY RESEARCH
ESPN RADIO SURVEY ANALYSIS
PARTICIPANTS
69%AGES 18-‐35
27%AGES 35+
4%AGES 12-‐18
58%FEMALE: 199
42%MALE: 147
TOTAL RESPONSES:346
75% OF PARTICIPANTS LISTEN TO RADIO PROGRAMMING
“WHAT TYPES OF RADIO PROGRAMMING DO YOU
LISTEN TO?”
SATELLITE RADIO
DIGITAL/ONLINE RADIO
TRADITIONAL RADIO
67%67%39%39% 89%89%
73%NFL
45%NCAA
43%MLB
33%NCAA
“WHICH SPORTS DO YOU FOLLOW?”
32%NBA
30%NHL
23%SOCCER
17%GOLF
15%
19% OTHER
#173%NFL
45%NCAAMEN’S
43%MLB
33%NCAAFOOTBALL
“WHICH SPORTS DO YOU FOLLOW?” 32%NBA 30%NHL
23%SOCCER 17%GOLF
15%TENNIS
19%OTHER
#1
BASKETBALL
1717
38% HOURLY
47% EVERY 10-‐30 MINUTES
15% 3-‐4X A DAY
“HOW OFTEN DO YOU USE YOUR MOBILE PHONE?”
“WHICH OF THESE APPS ARE MOST IMPORTANT FOR YOU TO HAVE ON YOUR MOBILE PHONE?”
Yo
61%TEXT
MESSAGING
15%FACEBOOK
4%ESPN
APP/OTHER
4%GOOGLE
3%TWITTER
3%SNAPCHAT
2%TUNEIN
2%YOUTUBE
2%SOUNDCLOUD
2%INSTAGRAM
1%SPOTIFY
1%PANDORA
“WHICH OF THESE OTHER SPORTS
STREAMING APPS DO YOU USE?
(CHOOSE ALL THAT APPLY)”
28%FOX SPORTS
28%NBC SPORTS
30%CBS SPORTS
42%OTHER
SPORTS APP
1818
MARKETING STRATEGYAN OVERVIEW
SPN is a leader in
the sports enter-
a history for exploring
the opportunities that
the latest technological
plans to transition its
traditional terrestrial
radio in order to enrich
and enhance the overall
experience. Agency
digital trend. The agency
will do so by building
group is predisposed and
target audience, we will
execute an integrated
creative solutions that will
Radio’s various digital
has planned a carefully
selected traditional and
with an engaging social
1919
MARKETING OBJECTIVES
A
1. Increase ESPN Radio’s digital listenership by promoting the ease and accessibility of its various digital platforms.
2. Maintain the loyalty of ESPN Radio’s current listening audience who use terrestrial platforms.
3. Reinforce ESPN’s brand position for providing the best play-by-play and core talk content in the sports entertainment industry to its target market.
2020
CREATIVE STRATEGYAN OVERVIEW
T
Print, Television, Radio, Digital, Online and
We will stress to loyal terrestrial listeners
access and enhance their entire listening
experience.
will focus on increasing digital listen-
dance recital, a college lecture, or a day at
‘tune out’ of any undesirable life situation.
the drudgery of everyday life. The physical
CREATIVE BRIEF
To whom are we talking?
Wsports news and its characters. The subject of sports is a regular topic of social discussion and
2121
What is the message?
T
Where are we going to advertise?
A
Why are we advertising?/Why should consumers be interested?
A
to enhancing and encouraging digital accessibility for the target audience that has currently
CREATIVE EXECUTIONS
T
scenarios where people are in everyday
situations where they would rather not
be. The characters featured in each ad are
are an active part of the listener’s reality
of the ads end with a call-to-action to visit
2222
TUNE IN TO TUNE OUT
WE ARE WHERE YOU ARE
espn.com/espnradio/tunein2tuneout
Because you’d rather be listening to Richard Sherman and Russell Wilson play than your rambling boss.
TUNE IN TO TUNE OUT
WE ARE WHERE YOU ARE
espn.com/espnradio/tunein2tuneout
Because you’d rather be listening to SVP and Russillo than shopping...again.
Print Ad #1 - Conference Room
T
Print Ad #2 - Shopping Boyfriend
T
1. 2.
2323
TUNE IN TO TUNE OUT
WE ARE WHERE YOU ARE
espn.com/espn radio/tunein2tuneout
Because you’d rather be listening to Mike and Mike than entertaining the kids.
Print Ad #3 - Kitchen Radio
Print Ad #4 - Classroom
T
3. 4.
TUNE IN TO TUNE OUT
WE ARE WHERE YOU ARE
Because you’d rather be listening to Dan Lebatard than another lecture.
espn.com/espn radio/tunein2tuneout
2424
Radio
A
girlfriend, boss, and parents respectively -replacing the previous babble that each wanted to
RADIO AD #1: Boyfriend and Girlfriend Shopping at the Mall (30 Seconds)
SFX
FEMALE VOICE “Hey babe, what do you think of this dress?”
SFX
MALE VOICE “Uhh, yeah. That one’s nice.”
FEMALE VOICE “I like it in the white but … Ooh it’s in blue too….”
SFXearphones.
FEMALE VOICEnight.”
MALE VOICE “Now we’re talking. Yeah, he really carried the team home.”
FEMALE VOICE “How do you think the Sox game against Tampa Bay will go next week?”
MALE VOICE “It should be a tight one”
FEMALE VOICE “You really think so?”
MALE VOICE “Do you think otherwise?”
SFXback in.
FEMALE VOICE “I mean, I don’t want be dressed inappropriately when
SFX
ANNOUNCER Make your world a sports world, anytime…anywhere. Tune in to tune out with ESPN radio.
2525
RADIO AD #2: Boss and Employee in a Meeting (30 Seconds)
Television/Video
and enter their sports fantasy.
SFX
BOSS “Molly, are you ready for the meeting?”
MOLLY “Be right in, boss!”
SFX
BOSS “Alright, marketing team, we need to get this
the sales for this quarter...”
SFXearphones.
BOSSspeeds down the ice, but, wait, he’s been
seconds left in the game, Fraser takes it from
SFX
MOLLY “Wooooo! We won!”
SFX
BOSS “Uh, Molly?”
MOLLY “Uhm yes, the sales
fantastic...”
SFX
ANNOUNCER “It’s simple, tune in to ESPN Radio to tune out your reality. Find us online or on our app so you can take us with you anytime, anywhere.”
SFX
MOMlisten.”
DAD “I always listen! You-”
MOM
SFX
DAD
MOMtrade the pick for TO and Joe Namath?”
DAD
MOM “Cause he did so much for the Jets right, Son?”
SFXfade back in
SON
MOMbingo with you Saturday night!”
ANNOUNCERsports fans. Tune in to Tune out. ESPN radio.”
RADIO AD #3: Family Dinner (30 Seconds)
26
Video Ad #1 - WATER BOY
T
1. 2. 3.
4. 5. 6.
7. 8. 9.
10. 11. 12.
13. 14. 15.
2727
Video Ad #2 - RECITAL
T
girls, but rather, little girls playing football and the tree prop has turned into a goal post. The
the screen.
1. 2.
3. 4.
5. 6.
2828
Video Ad #3
T
1.2. 3. 4.
5. 6. 7. 8.
9.
2929
Out-of-Home
T
headphones over the seats directly below the window. The taglines above the headphones
Bus Wrap
Bus Interior
Subway Windows
Outto Tune
Tune In
Outto Tune
Tune In
3030
Online Web Banners
TUNE IN TO TUNE OUT
TUNE IN TO TUNE OUTTUNE IN TO TUNE OUTTUNE IN TO TUNE OUT
Billboards
3131
MEDIA STRATEGYA
gency 4501 has been challenged to
strong, the focus of this strategy will be
the agency will focus this strategy on
Radio’s expansive content and
is to place ads on the television
controls. These well-established,
direct connections to the target
audience are widely available. At
rebroadcasts, the agency supports
budget. The agency feels strongly that as
television is one of the best for presenting
proposed. For all of these reasons, the
while expanding the reach of the plan to
reach out to new potential listeners with an
3232
banners will be placed on carefully selected
sites that connect with this sports-loving
little text to ensure that the younger end of
the target audience will fully engage and
Radio’s unrivaled content and easy access.
The agency will incorporate these
research supporting its decision to begin
second quarter to run for a full year. This
to discover where and how to access
the year for sports - the fall. Fall ushers
in the college and professional football
seasons, previews college and professional
TACTICS MIX
TELEVISION
T
advertising’s ability to capture attention, to
they can engage in the best sports content –
everyday life, wherever they are.
33
CABLE TELEVISION
Radio content will be introduced to the increased availability of their favorite content, while
whenever.
33
loyal readers attracted to content, extended shelf life and repeat viewing, longer interaction with
ESPN Magazine
in-depth articles on popular athletes, storylines,
P
3434
Sports Illustrated
S
Men’s Fitness
“Men’s Fitness is the active-lifestyle brand for body-conscious,
M
GQ
A
3535
RADIO
T
with the brand. The ads will also be placed on satellite radio such as Sirius XM. Additional ads
OUT-OF-HOME
O
transport such as
3636
DIGITAL & EMERGING MEDIA
3737
PR STRATEGYA
gency 4501 has created a fully
incorporate special events, online contests,
to engage the target audience and to trigger
serves as a perfect opportunity to serve
OBJECTIVES
T
Agency 4501
will evaluate
listenership
by pre-testing
awareness
before the event
and post-testing
afterwards. We
this through
the growth of
and posts with
relevant hashtags
3838
MAIN EVENT
with The V Foundation and The Kay Yow
Foundation to increase awareness for those
people of all ages, including children who
are diagnosed with this devastating disease,
fun.
this cause. We will be reaching out to celeb-
personalities will also be invited as well.
one who is battling cancer and post the
and all proceeds will go to The V Foundation
and The Kay Yow Foundation.
Champion, providing custom-made jerseys and t-shirts for the teams and fans
New Balance, providing customized cleats
Jif, distributing new “Jif to Go Dippers”
Associated with the ESPN Wide World of Sports Complex and sponsors.
Sponsored by...
Associated with the ESPN Wide World of Sports Complex and Associated with the ESPN Wide World of Sports Complex and
#TuneOutCancer
5 0
5 0
Football GameCelebrity Flag
ESPN Radio Presents...The #TuneOutCancer Celebrity Flag Football Game, a fami-ly-friendly event that raises funds & awareness for cancer research. Spend a memorable day with pro-athletes, celebrities, & ESPN Radio’s very own Mike & Mike. The rambunctious radio hosts will coach the competing teams while Will Ferrell & Jimmy Fallon will humorously host the event.
All proceeds will go to The V Foundation and The Kay Yow Founda-tion.
Tune in to ESPN Radio’s Twitter account August 15th to vote for a halftime performer.Tune in to ESPN Radio’s Twitter account August 15th to vote for a
All proceeds will go to The V Foundation and The Kay Yow Founda
Tune in to ESPN Radio’s Twitter account August 15th to vote for a Tune in to ESPN Radio’s Twitter account August 15th to vote for a
Mike & Mike will announce the #TuneOutCancer Game on June 1st at 9AM.
Win free tickets leading up to the game by tweeting a photo of a cancer fighter to @espnradio tagged #TuneOutCancer.
Tickets for all other participants, whether a family member, friend, or team can be purchased on the ESPN Radio web-site under Events . Ticket prices may vary.
5 0
5 0
5 0
5 0
Hess Sports Field
ESPN Wide World of Sports Complex
Partnered with The V Foundation
And The Kay Yow
Foundation
All welcome!
August 22nd
#TuneOutCancer
Football GameCelebrity Flag
Track 1: Hosted by Will Ferrell & Jimmy Fallon (Remix)
Track 2: ESPN Radio Coaches (Feat. Mike & Mike)
Track 3: Personality Figures (Feat. David Beckham, Eli Manning, Emma Watson,
Beyonce, Kevin Hart and Serena Williams)
Track 4: Halftime Show (Remix)
Track 5: Fan Raffle Baskets (Remix)Track 5:
#TuneOutCancer
Partnered with The V Foundation
3939
SPONSORSHIP
T
ESPN RADIO: CHARGING STATIONS & BOOTHS
CHARGING STATIONS WITH ESPN RADIO
A
worldwide. They create quality constructed
tailgates in and around
the stadia, as a great way
and play while still being
involved in the events.
inside the events and arenas. With twelve
universal charging cords and four outlets
sports bars, hotels, and airports around the
arena. These will also be branded and help
a screen.
4040
ESPN BOOTHS
PRESS OPPORTUNITIES
Agency 4501 will
stations, radio stations,
online publications
that will receive a press
celebrity participants,
a press release, and
the participating charities.
will be invited to a press
conference.
This press conference
will be interactive.
holding a press conference
we will be able to generate
both local and national
news outlets.
The agency will convey
in our press release and
conference: interviews
with celebrities and
athletes will be allowed,
V Foundation and the
Kay Yow Foundation, and
there will be a surprise
The press conference
will be held on a slow
news day - a Tuesday,
Wednesday, or Thursday -
publications and evening
news deadlines.
4141
SOCIAL MEDIA STRATEGYAN OVERVIEW
as a unit, instead
and Snapchat the
connect directly with
Public Relations
events and provide
overall support to the
This will be
achieved through the
creation of contests,
content that will
further involve fans
fan experience by creating and enhancing
event-based interaction on Snapchat.
4242
HASHTAGS
n order to support the overall
where fans can go to learn and interact as a
This will be executed through event
pages that correspond with PR events,
each other around events that appeal to
O
#TuneIn2TuneOut
#ESPNRadio
#TuneOutCancer
4343
SNAPCHAT
Agency 4501 plans
on incorporating
Snapchat into their social
Snapchat recently intro-
Snapchat stories, allowing
share pictures or videos
based on their location.
based art into their
Snapchats that can be
shared universally through
live stories. These features
when users share the
partnering with Snapchat,
anyone who attends Tune
be able to scroll through
story, and to the universal
event. This situation
interact with the brand,
their Snapchat friends,
and to publish a live story
with the geofilters for all
of their friends to view.
This will also create an
interactive opportunity
for an engaging event
public, while increasing
universal brand awareness
through Snapchat stories.
TUNE OUT CANCER
4444
T
SOCIAL MEDIA TAKEOVER
A
and posting various pictures, videos and
text. This will provide fans with access
We suggest that these occur at least
the app.
4545
BEHIND-THE-SCENES
Radio, has a strong following on social
his regular late night show, this series will
act as an all access pass to the PR event
These videos will give fans an inside
views and footage of the event. Putting a
while also providing exclusive content and
raise awareness of the event and increase
CONTESTS
O
with the PR event.
4646
4747
PROMOTED CONTENT
S
are purchased in order to reach a wider
audience on Twitter as well as to engage
existing followers. Not only does this allow
people who do not follow the accounts, but
location, age, gender and interests of people
two hosts Scott Van Pelt and Ryen Russillo.
EMERGING MEDIA
A
4848
MEDIA SCHEDULEESPN Radio Media Flow Chart
Quarter 2 Quarter 3 Quarter 4 Quarter 1April May June July August September October November December January February March
TELEVISIONESPNESPN 2
ESPNEWSESPNEWS
SEC NetworkESPN WPRINT
ESPN The Magazine
Men’s FitnessSports IllistratedGQ Magazine
RADIOTerrestrialSatellite
OUT-‐OF-‐HOMEBillboardsSubwayBus
DIGITAL & EMERGING MEDIADigital Radio
TuneInSlacker Radio
Apple iTunes RadioWebsitesESPN.comSI.com
Barstoolsports.comSOCIAL MEDIA
Snapchat
4949
ESPN Radio Media Flow ChartQuarter 2 Quarter 3 Quarter 4 Quarter 1
April May June July August September October November December January February MarchTELEVISION
ESPNESPN 2
ESPNEWSESPNEWS
SEC NetworkESPN WPRINT
ESPN The Magazine
Men’s FitnessSports IllistratedGQ Magazine
RADIOTerrestrialSatellite
OUT-‐OF-‐HOMEBillboardsSubwayBus
DIGITAL & EMERGING MEDIADigital Radio
TuneInSlacker Radio
Apple iTunes RadioWebsitesESPN.comSI.com
Barstoolsports.comSOCIAL MEDIA
Snapchat
5050
EVALUATION
challenges. Our education has also helped us develop a strong ethical foundation, on which
NOTES
5151
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