Washington Media Scholarship Presentation
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Transcript of Washington Media Scholarship Presentation
VOTE YESON PROPOSITION A
CHRIS BEAUREGARD
&
MADDIE MCDOWELL
©Palmetto Media Scholars 2012
Art is a nation’s most precious heritage.For it is in our works of art that we reveal to ourselves and to others the inner vision which guides us as a nation.
“
”–Lyndon Johnson
1. A $900 million bond issue- Proposition A is intended to improve and endow the Pacific City cultural institutions, which include museums, theater, symohony, opera and dance productions.
2. A pool of 40 diverse media outlets-Our team must develop an effective media plan, utilizing our initial budget of $4 million.
3. We were given one month to strategically plan a five month, multi-phase campaign, influencing voters that will hit the polls on June 1st.
Our Challenges
CASE OVERVIEW 2
©Palmetto Media Scholars 2012
Target Audiences
3
Primary AudienceEmpty Nesters
High – Very HighLow – Average50 –65, 65+Newspaper and Television$100,000 – $250,000+Varied23.4
Secondary AudienceYoung and Active
AverageAverage18 – 24, 30 - 49Internet and Mobile$50,000 – $150,000Asian/Multiracial8.4*
©Palmetto Media Scholars 2012
CASE OVERVIEW
DemographicProfile
Voter Turnout:Visit Cultural Institutions :
Age:Favorite Media:
Household Income:Ethnicity:
Percent of PC Population:
Important Considerations
4
Proposition B
Important Adjustments
• Transportation initiative• Shift in plan to include more
• Outdoor• Radio• Search
Oversaturation
Conserving funds
• Excessive saturation results in• Budget wastefulness• Audience annoyance
Three Phase Strategy
Changing Message
• Campaign has a specific end date• Message should evolve based on
• Timeframe• Medium used
©Palmetto Media Scholars 2012
OBJECTIVES & STRATEGIES
Methodology
I. The Bubble ChartComparison (pictured)
• plotted using voting and culture consumer percentages• sized by expenditure
II. Data TablesConditional Formatting
• conditional formatting • color-coded vehicles that met or did not meet our needs
III. IndicesComposite Scores
• ranked similar vehicles by CPM and reach in our target audience
OBJECTIVES & STRATEGIES 5
©Palmetto Media Scholars 2012
10
20
30
40
50
60
10 20 30 40 50
% a
lway
s vo
te in
ele
ctio
ns
Culture consumers as % of group
Buys
Non-buys
Our Three-Phase Campaign
6
I. Informative phaseDecember 31 – February 24
$889,000 Instill awareness
II. Reminder phaseFebruary 25 – April 28
$1,345,000 Keep the issue fresh
III. Hard-Press phaseApril 29 – June 1
$1,766,000 Get out and vote Vote in favor of Prop. A
OBJECTIVES & STRATEGIES
©Palmetto Media Scholars 2012
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
M1 M2 M3 M4 M5
I. II. III.
Vehicle Allocation
7
29%
29%15%
15%
10%
3%
Broadcast
Cable
Radio
Internet
Other
OBJECTIVES & STRATEGIES
©Palmetto Media Scholars 2012
Combined Broadcast: $1,150,000
8
Why?
• Concentration of target audiences• Primetime for essential exposure• Spanish Programming not efficient
Dayparts Bought
• Early Morning: $175,000
• Daytime & Early Fringe: $75,000
• Late News: $350,000
• Late Fringe: $350,000
• Primetime: $100,000
MEDIA EVALUATION
1 7
©Palmetto Media Scholars 2012
Combined Cable: $1,160,000
9
Why?
• Secondary audience• High-turnout voters• Niche broadcasting, other entertainment would dilute message
Vehicles Bought
• Daytime News: $220,000
• Primetime News: $150,000
• Daytime Sports: $300,000
• Primetime Sports: $150,000
• Primetime Info-tainment: $340,000
MEDIA EVALUATION
2 7
©Palmetto Media Scholars 2012
Channels Recommended
• Outdoor Channel
• Golf Channel
• ESPN channels (except ESPN Deportes)
• CNBC
• Discovery Health
• Speed
• NHL Network
Radio (NPR, Drive and Daytime): $600,000
10
Why?
• Awareness• Niche markets• Commuters are a captive audience• Hispanic/urban listeners rarely vote
Vehicles Bought
• National Public Radio: $50,000
• News talk: $300,000
• Contemporary, Country, Rock: $50,000
• Sports: $200,000
MEDIA EVALUATION
©Palmetto Media Scholars 2012
3 7
Dayparts Recommended
• Morning Drive
• Afternoon Drive
Print (Full Page B&W): $600,000
11
Why?
• Reach• Amount of informational copy• Very popular with frequent voters
Vehicles Bought
• Pacific City Times: $250,000
• Other local newspapers: $350,000
MEDIA EVALUATION
4 7
©Palmetto Media Scholars 2012
Sections Recommended
• Sports
• Movie, TV and Radio Listings
• Home and Garden
Internet: $390,000
12
Why?
• Cost-efficient• Allows for precise targeting
Vehicles Bought
• Local websites: $100,000
• National websites: $175,000
• Pre-roll video: $100,000
•Facebook: $10,000
• Twitter: $5,000
MEDIA EVALUATION
5 7
©Palmetto Media Scholars 2012
Websites Recommended
•CBSNews.com
•FoxNews.com
•ABCNews.com
•Hulu
• Local Events
• Blogs
Outdoor: $50,000
13
Why?
• Number of impressions• Efficient call to action
Vehicles Bought
• Digital Signage & Billboards: $50,000
MEDIA EVALUATION
6 7
©Palmetto Media Scholars 2012
Theater: $50,000
14
Why?
• Diversify our campaign• Secondary audience
Vehicles Bought
• Movie theater pre-roll: $50,000
MEDIA EVALUATION
7 7
©Palmetto Media Scholars 2012
Additional Recommendations
15
Email Marketing
Inexpensive and Effective
• 150,000 current subscribers• Vehicle is low to no-cost• Lengthier message content• Subscribers consume culture
PR Engagement
Useful Media Coverage
• Press Conferences• Press Releases• Media Kits
Ambient Media
Non-traditional Methods
• Public Performances• Live Exhibits• Promotions
©Palmetto Media Scholars 2012
MEDIA EVALUATION
PROJECTED RESULTS
The arts have a crucial impact on our economy and are an important catalyst for learning, discovery, and achievement in our country.
“
”– Paul Allen
1,467 gross rating points
199,407,008 impressions
$20.60 per thousand
©Palmetto Media Scholars 2012
Considerations
• Voting and cultural indices• Media consumption habits• Saturation levels• Cost-effectiveness• Chronological allocation
THANK YOU
Questions?
©Palmetto Media Scholars 2012