ashlynne youngblood |media investments portfolio| fall 2016 · ooh authorization to buy issuer:...
TRANSCRIPT
Ashlynne Youngblood |Media Investments Portfolio| Fall 2016
Table of ContentsC A M PA I G N I N I T I AT I V E
T H E A U S T I N M A R K E TF L O W C H A R TB U Y S U M M A R I E S
P R I N T AT BP R I N T S U M M A R YO O H AT BO O H S U M M A R YO O H M A P SD I G I TA L AT BD I G I TA L S U M M A R YA U D I O AT BA U D I O S U M M A R YT V / C A B L E AT BT V / C A B L E S U M M A R Y
B R O A D C A S T B U Y I N G G R I DR A D I OT V / C A B L E
S E A R C HK E Y W O R D S / K E Y P H R A S E S
S L U S H F U N D R AT I O N A L E&
I N V E S T M E N T S U M M A RY
2
34
56789 - 1 01 21 21 31 41 51 6
1 7 - 1 92 0 - 2 2
2 3
2 4
Media and Automotive Mission for 2017
While selling automotive lighting units and bulbs is the ultimate goal, a key consideration is the need to educate, inform and shift current consumer behavior through our media efforts. Consumers regularly change their oil, tires, filters & fluids. They don’t typically replace their headlights until they burn out, though, because they don’t realize that bulbs begin to dim the minute they’re installed. Changing headlight bulbs as a part of standard auto maintenance will improve a driver’s ability to seebetter at night, providing a safer experience for that driver and everyone else on the road.
Audience: The Guardians
Adults 25-54Own/drive a vehicle Kids in the householdPrioritizes safetyWilling to spend more on safer products
Geo:
Greater Austin Area
Campaign Initiative
2
PotentialThe last two years have been the best ever for Austin auto sales and 2015
marked another record year for new car sales with more than 130,000 sold in the Central Texas region.
DemographicsPopulation: 1.9 Million Households: 727,745
1 in 4 households have $100K+ income Median Age: 34.25
Income: $58,706 Education: 38% with a college degree
Diverse: 33% HispanicAustin Hispanics have a local buying power of $10 billion.
ResidentsTech Savvy
Suburban FamiliesOlder Urban
Socially Conscious Civilly Minded
Young, educated and affluent
The CityMajor center for high-tech
Projected job growth over the next 10 years of 42%11th-most populous city in the United States
Tops most every list for quality of life, job growth, population and income growth
The ATX Market
3Source:AustinStatesman,CityData,AustinMarketOverview
Flow Chart
4
Print Authorization
to Buy
Issuer: KatieFranklin,VP/PlanningTo: PrintBuyingTeamDate: November6,2016
Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016
Market: AustinDemo: A25-54Guardians
Budget: $25,000netCPM: $30.00netObjective: Buildawarenessandeducateconsumersabout
headlightsafety,drivingsalesCreative: Fullpage,four-colorPositioning: FronthalfofbookNotes: Publishershaveeithersubmitted2016-2017
ratesorhaveheld2015rates.MaterialsDue: CompletedBuySummary 5
6
OOH Authorization
to Buy
Issuer: KatieFranklin,VP/PlanningTo: OOHBuyingTeamDate: November6,2016
Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016
Market: AustinDemo: A25-54GuardiansKPIs: Adults25-54OOHRatings(notethatinAustinA2554
(ratingsare75%ofA18+ratings)Mediums: Bulletins&postersinpreferredgeographies,atthebuyer’sdiscretionExecution: *Onlytraditionalbulletins/postersmaybeconsidered
(digitalprohibitedinAustin)*Creativewillbepostedonceduringtheflight–therewillbenomid-flightartchanges
Budget: $110,000netforbulletins/postersmedia+$6,000netforproductionMoniesmaybemovedfromproductiontomedia&viceversaifnecessary
Objective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesNotes: Reagan’spostersmustallbepurchasedatonceatarate of$19,824permonth
Productioncostsare$5,000fortheposters,$550perbulletinvinyl.MaterialsDue: CompletedBuySummary,map(s)
7
8
Bulletins
x
x
x
X= Not Purchased
9
Posters
10
Digital Authorization
to Buy
Issuer: KatieFranklin,VP/PlanningTo: DigitalBuyingTeamDate: November6,2016
Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016
Geo: Austin(DMA)Demo: A25-54GuardiansBehavioral: Prioritizessafety,consideredanopinionleader(willeducateothersabout
safetypractices)Creative: Standard3IAB+300x600display+:15&:30videoBudget: $100,000net– refertoflowchartforexecutionalbreakout+$25,000net
forSearchObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesExecution: Createacomprehensivedigitalplaninclusiveofdisplayandvideo
executions.Premiumpositioningisrequired– remnantisnotacceptable.Frequencycapof4x/wk fordisplay,3x/wk forvideoperuser.SearchshouldinjectSylvaniaintotheconversationasusersareactivelysearchingforopportunitiestomaketheirfamiliessafer;positioninginthetopfourresultsforrecommendedkws/kps
GoalKPIs: display$5CPMvideo$0.05CPCV
AdServing: SizmekBilling: BasedonmetricsreportedandverifiedthroughSizmekMaterialsDue: Recommendedsearchkeywordlist(50keywords/phrases)
CompletedBuySummary11
12
Audio Authorization
to Buy
Issuer: KatieFranklin,VP/PlanningTo: AudioBuyingTeamDate: November6,2016
Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016
Market: Austin(Metro)Demo: A25-54GuardiansTRPs: 100perweek(totalof800)Budget: $96,000grossGrossCPP: $120grossDaypartMix: 25%AMDrive,25%Midday,25%PMDrive,25%Evenings/WeekendsDayparts: AMD- M-F6a-10a
MID- M-F10a-3pPMD- M-F3p-7pEVE- M-F7p-12mWE- Sa-Su10a-7pDeviationstothedaypartdefinitionsmustbeapprovedinwritingbyplanning.
Books: 3bookaverage- Dec15/Jan16SpotLength: 100%:30unitsObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesMaterialsDue: BroadcastBuyingGrid,CompletedBuySummary
13
14
TV/Cable Authorization
to Buy
Issuer: KatieFranklin,VP/PlanningTo: VideoBuyingTeamDate: November6,2016
Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016
Market: Austin(DMA)Demo: A25-54GuardiansTRPs: 100perweek(totalof400)Budget: $248,000grossDaypartMix: 15%EarlyMorning,15%EarlyFringe,40%PT/Sports,30%CableCPPGoals: EM$247/point,EF$293/point,PT/SP$451/point,Cable$1200/pointProgramming: NetworksandprogramsshouldbereviewedforalignmentwiththeGuardian
audience,aspossible.CABLEISTOBEPURCHASEDONTHEINTERCONNECTONLY.Deviationstothedaypartdefinitionsmustbeapprovedinwritingbyplanning.
Books: MaysharestoNovPUTsSpotLength: 100%:30unitsObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesMaterialsDue: BroadcastBuyingGrid,CompletedBuySummary
15
16
o
Radio Broadcast Buying Grid
17
Radio Broadcast Buying Grid
18
Radio Broadcast Buying Grid
19
TV/Cable Broadcast Buying Grid
20
TV/Cable Broadcast Buying Grid
21
TV/Cable Broadcast Buying Grid
22
SearchTherecommendedsearchkeywordsandphrasesoutlinedbelowwerechoseninordertoinjectSylvaniaintotheconversationasusersactivelysearchforopportunitiestomaketheirfamiliessafer.
23
Slush Fund Rationale and Investment Summary Thegivenflexfundof$25,500withtheadditionalsavingsof
$30,464.55allowsforcertainmediatobemoreheavilyinvestedinduringthetwomonthflight.
• Aportionofthefundswillbesetasideasacontingencytocoveranyhiddencosts.
• Somemonieswillalsobeallocatedtowardsdigitalasthecampaignwillshowperformanceandmayneedcertainoptimizedinvestments.
• $12,698.45willbepulledfromTVsavingsandinvestedintoprinttoaccountforoverspend.
• Printwillreceiveanextra$8,988topurchasetheStatesmanCommunityNewspapers(TheBastropAdvertiser,LakeTravisView,PflugervillePflag,RoundRockLeader,TheSmithvilleTimes,WestlakePicayune)inordertoreachsuburbanareasofAustin.
• Searchwillreceiveextrafundsperiodicallyforthedurationofthecampaignasothermediaeffortsbegintostimulatesearchbehaviors.
24