January 2005 The Experts in All Things Animal BOWTIE INC. CONFIDENTIAL Consumer Magazines ...
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Transcript of January 2005 The Experts in All Things Animal BOWTIE INC. CONFIDENTIAL Consumer Magazines ...
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Consumer Magazines Business-to-Business Magazines Books InternetDistribution Merchandising Services
BOWTIE INC. / CONFIDENTIAL September 2005
Prepared For:
ONLINE ADVERTISING PROGRAMS
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Program One: CAT Mission
108,000 monthly banner impressions distributed throughout the forum and Ask the Vet sections of CatChannel.com. Impressions divided among three sizes (leaderboard, skyscraper, square) to maximize effectiveness.
Clorox to sponsor Club Cat blogs.
Clorox logo on all Club Cat blogs. Estimated 450,000 impressions/month
Cat Blog sponsorship
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Program One: CAT Mission
Clorox to sponsor the Health section of CatChannel.com.
Sponsorship would include a sponsored download TBDand Clorox logo on all ‘Advocacy’ articles. Estimated 65,000 impressions/month
Clorox widget available for download in Club Cat users’ account.
Estimated 80,000 impressions/month
Health section sponsorship
Clorox Widget
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Program Two: Fresh Step
408,000 monthly banner impressions distributed throughout CatChannel.com. Impressions divided among three sizes (leaderboard, skyscraper, square) to maximize effectiveness.
Clorox to sponsor online video section of CatChannel.com.
Sponsorship would include Clorox logo on all video indexes. Estimated 7,500 impressions/month
Clorox to take over the CatChannel.com home page once a month.
Estimated 2,600 impressions/month
Clorox to roadblock the CatChannel.com home page once a week.
Estimated 31,000 impressions/month
Video sponsorship
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Program Two: Fresh Step
Viral email campaign in the CatChannel.com Club Cat profiles saying “Look at my cat’s web page” for email to users’ cat-loving friends.
Estimated 9,000 impressions/month
Sponsor a visitor poll on CatChannel.com.
Estimated 1,500,000 impressions/month
Clorox to sponsor advertorial in the Litterbox section of CatChannel.com
Advertorial (written by Clorox) includes banner advertising to drive traffic to the article. Estimated 100,000 impressions/month.
Viral Email Campaign
Advertorial
Poll
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Month Program
Length of Campaign 9 months 9 months
Banner Ads/Month 108,000 972,000
Cost of Banners $2,509 $22,583
Club Cat Blog Sponsorship $4,500 $40,500
Health Section Sponsorship $1,000 $9,000
Widget in My Account $2,000 $18,000
PROGRAM COST $90,083
TOTAL IMPRESSIONS DELIVERED 6,327,000
EFFECTIVE CPM $14.23
Program Pricing: CAT Mission
January 2005The Experts in All Things Animal
BOWTIE INC. CONFIDENTIAL
Month Program
Length of Campaign 9 months 9 months
Banner Ads/Month 408,100 3,672,900
Cost of Banners $9,268 $83,413
Video Sponsorship $1,000 $9,000
Viral Email $1,000 $9,000
Poll Sponsorship $2,000 $18,000
Litterbox Advertorial $2,500 $22,500
Home Page Takeover $1,000 $9,000
Home Page Roadblock $1,000 $9,000
PROGRAM COST $159,913
TOTAL IMPRESSIONS DELIVERED 18,531,900
EFFECTIVE CPM $8.63
Program Pricing: Fresh Step