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Alabama Media Group2014 Campaign

IdeationSOLUTIONS

Ideation Solutions............................................Executive Summary.......................................Situational Analysis........................................SWOT.....................................................................Key Messages..................................................Objectives..........................................................Objective 1- Strategy & Tactics...............Objective 1- Tactical Information.............Objective 2- Strategy & Tactics..............Objective 2- Tactical Information............Objective 3- Strategy & Tactics..............Objective 3- Tactical Information............Conclusion..........................................................Appendices.........................................................

Table of Contents

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isIDEATION SOLUTIONS

Carlen MannCarlen is a 22-year-old majoring in Public Relations with a minor in Business Marketing.

Martha SilvaMartha is a 21-year-old senior majoring in Public Relations with a minor in Business Management.

Sally FaulkSally is a 21-year-old senior majoring in Public Relations with a minor in General Business.

Briant SawyerBriant is 27-year-old senior majoring in Public Relations with a minor in History.

Morgan RabbyMorgan is a 23-year-old senior majoring in Public Relations with a minor in General Business.

Jarisa AllenJarisa is a 23-year-old senior majoring in Public Relations with a minor in Business Management.

Kelsey NorrisKesley is a 24-year-old senior majoring in Public Relations with a minor in Sociology.

Nell BroughtonNell is a 23-year-old senior majoring in Public Relations with a minor in Leisure Studies.

isIDEATION SOLUTIONS

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IdeationSOLUTIONS

Vision Statement

Ideation Solutions is dedicated to providing our clients with results-oriented advertising, public relations, and total marketing support. We are committed to providing products and services that benefit our clients.

We will maintain a financially strong, growth-oriented company for theprotection of our employees and clients.

Mission Statement

The mission of Ideation Solutions is to provide results-oriented advertising, public relations, and marketing designed to meet our client’s objectives by providing strong marketing concepts and excelling at customer service.Overall, our mission is provide outstanding service, to exceed expectations and to over deliver. And in all that we do, we are committed to performing our duties with the highest ethical standards.

Alabama Media Group is a major source of local news using the innovation of technology to bring around-the-clock coverage to the Mobile area. Also known as AL.com, this digitally based business became a combination of talents from The Birmingham News, The Huntsville Times, Mobile’s Press-Register and Mississippi Press after a merger on Oct. 1, 2012. By building an effective campaign that offers sustainable and innovative strategies to enhance engagement with the community, we at Ideation Solutions would like to offer Alabama Media Group our efforts in coordinating interactive techniques in promoting awareness of what AL.com has to offer. In the following analysis, we have created objectives and tactical strategies based research to help improve key areas in business-to-business clientele, E-edi-tion communication, and awareness of Al.com’s around- the-clock coverage. We hope to offer favorable opinions with our goals and vision for the future of AL.com and its importance in the local society. Al.com’s current mission statement, “To provide innovative ways to inform, connect and empower the people of Alabama and the communities we serve,” has helped us craft a campaign message of “Local. Reliable. Constant.-AL.com.” While promoting the same services, Ideation Solutions would like to add more creative ideas and new processes which focus on the quality and quantity of the news source provided by Alabama Media Group. Ideation Solutions suggests the evaluation of this campaign be measured by the growth of cliental base, increase in social media outlets, and a higher awareness rate of Alabama Media Groups 24/7 monitoring.

esexecutive Summary Situational

Mission and Focus (AMG)

Alabama Media Group is a digitally-focused news and information company that combines quality journalism from The Birmingham News, The Huntsville Times, Mobile’s Press-Register and the Mississippi Press with up-to-minute access of AL.com and gulflive.com. AMG provides innovative ways to inform, connect and empower the people of Alabama and the communities the company serves.

Analysis

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Background Information

AMG has audiences nationally, statewide, regionally and locally. AMG has many different services, which include print advertising, online marketing, and classified ads.

AMG is a subsidiary of Advance Publications, Inc., a privately held communica-tions company directed by the Newhouse family, who acquired The Mobile Press Reg-ister in 1966. In May 2012, the Newhouse group announced plans to combine all three Alabama newspapers into its online partner AMG.

On Oct. 1, 2012, the Press-Register, Huntsville Times and Birmingham News began a 24/7 digitally focused online news coverage and publication of print editions moved to three days a week, only available on Wednesdays, Fridays and Sundays. With this transition, AMG plans to become the ultimate source for Alabama news. By pro-viding constant updates and local coverage to its patrons, the organization’s focus is to serve consumers of the Alabama community.

In addition to providing news, AMG services local businesses by providing online digital advertising opportunities. These services offer a vast amount of technological capabilities to potential business partnerships in combination to traditional print adver-tising.

A challenge for AMG is customers do not understand the complex technology used to specifically target demographics tailored to their business model.

Situational Analysis (cont.)

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Business Model

The Mobile metro area is located in southwest Alabama on Mobile Bay. The region includes Mobile and Baldwin counties and covers an area of 2,829 square miles, with the city of Mobile as the dominant urban area. The Mobile metropolitan area continues to grow, bolstered by Baldwin County, one of the fastest-growing counties in Alabama. Mobile showcases its economic diversity as a center for finance, healthcare, construction, distribution, retail trade and technology.

Combined, AMG’s Press-Register and AMG reach 365,998 adults every month, 80.9 percent of the combined population of Mobile and Baldwin counties. Mobile Coun-ty ranks third in the state for the number of pageviews loaded from AMG. AMG has first-party data that allows them to target a larger local audience than anyone else, uti-lizing data from their interactions with AL.com. Combined with second and third party data, they reach 80 percent of customers, twice as many than their competitors. AL.com is Alabama’s #1 news site, reaching over 4.2 million monthly pageviews and 64 million unique monthly visitors.

AMG uses two strategies to ensure their customers are in prime position when searched on search engines, such as Google, Bing and Yahoo. Search engine optimization (SEO) ensures a business is found when consumers are searching for products or ser-vices using keywords tailored to each business. Search engine Marketing (SEM) goes one step further and is a paid marketing tool. This services guarantees a business to be the top of the search results page. Being coupled with a strong SEO strategy can drastically increase the likelihood of a business being selected over the competition.

Situational Analysis (cont.)

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Marketing Efforts:

Print Advertising

AMG has the three largest newspapers in the state. Its newspapers deliver to an engaged audience of readers, seeking in-depth coverage of local and state news, politics, high school and college sports, and entertainment. Readers trust newspapers; 48 percent say seeing a product in the newspaper after seeing it online would make them trust the product and be more likely to purchase.

Situational Analysis (cont.)

Search Engine Optimization (SEO)

According to a survey by AMG, 90 percent of consumers click on websites listed on page one of search results. AMG’s search engine optimization (SEO) solu-tions help improve the client’s website visibility in search engine results, including Google and Bing/Yahoo!. As part of its wide range of digital marketing services, the SEO program is designed to improve the client’s website’s ranking on search engine results pages for target, relevant keyword terms. SEO provides long-term results that complement the client’s online display or paid search advertising campaign. When a brand appeared in both organic and paid search results, the searcher clicked on that brand 92 percent of the time, compared to 60 percent of clicks when the brand appeared in only one location.Social Media

Clients benefit from social media buzz by leveraging AMG’s turnkey social media optimization services. They help build the client’s brand online, connect with new and existing customers, and assist the client in managing and monitoring their online reputation. AMG’s straightforward, effective social media solutions are available for Facebook, Twitter, YouTube and Google+.

Their social media optimization services include customer social media profile development for chosen channels, social interaction with new audiences, increased brand awareness and results-driven customer service. In addition, the SMO team continually optimize ads, create unique and engaging content, and provide monthly reports.

Situational Analysis (cont.)

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Mobile Marketing

More consumers now have an Internet-capable mobile device more so than a desktop or laptop computer. AMG reaches this growing audience of consumers with information about the client’s local business. Mobile advertising is ideal for building brand awareness and offering coupons and specials to customers anywhere, every-where. Only one ad is served on each page view, allowing you exclusively and our mobile-friendly landing pages encourage action with click-to-click, click-to-email andmapping capabilities. In addition to targeting their local and loyal audiences on AL.com and gulflive.com, clients can place the client’s advertising message on a network of national trusted mobile websites.

Email Marketing

Clients can tap into an engaged audience of opt-in consumers actively seeking local news through AMG’s extensive collection of targeted newsletters, delivered to thousands of active subscribers. AMG delivers news, college and high school sports, obituaries, movie listings, daily weather forecasts and more to their audience daily.

AMG offers dedicated email marketing opportunities with their Real Deals and Travel Deals newsletter products. Clients can send their message to a large, qualified list of consumers who have agreed to receive notices on special deals and promotions from AL.com and gulflive.com and advertisres in the area. In addition, AMG can provide white label email marketing services to help grow the client’s database, craft targeted campaigns and maintain a company’s growing list of contacts.

Situational Analysis (cont.)Audience Targeting Solutions

AMG Audience Targeting Solutions extend client advertising reach beyond AMG’s own websites by placing the client’s messages in front of the people they want to reach, in the geographic areas they want to target, on a network of premium, “brand safe” websites.

AL.com and gulflive.com deliver 24/7 real-time local and statewide news, college and high school sports, weather entertainment, travel, classifieds, contests and more. The client’s ad campaign can be tar-geted to a specific audience on AL.com or gulflive.com as well as their own network of local news and information websites across the United States. The client can also reach local consumers when they are actively or passively looking for new jobs, cars or homes.

Clients can aim advertising at a specific audience based on their geographic location. They can reach only the customers that make sense for them. AMG can target by state, city or zip code.

Behavioral targeting enables clients to target potential customers based on the behaviors and interests they exhibit online. AMG can target consumers by relevant content, shopping intent, transac-tional data and more. It’s efficient, easy, and cost-effective.

Re-messaging allows the client to connect with potential customers who have already visited their website, AL.com or gulflive.com. It’s the perfect way to build frequency with their online display advertising campaign. Clients can reach the right audience after they visit the client’s website. AL.com, gulflive.com or other websites in AMG’s network.

Through a premier partnership, AMG can put the client’s marketing message in front of Condé Nast’s, a division of advance publications, audience of highly sought-after consumers in the context of its engaging and beautifully designed websites, such as vogue.com, wired.com, bonapetit.com, golfdigest.com and cntraveler.com, to name of few. The client can choose to run their campaign by collection, or run of network (RON). Behavioral, demographic and geographic targeting are all available.

Situational Analysis (cont.)

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Directory

AMG offers a free comprehensive business listing with search functionality on AL.com and gulflive.com. Business listings allow consumers to easily search by category, location and keyword, and quickly find out about the products and services offered by the client. An enhanced business listing can improve the client’s business’ visibility in search engine results, and includes data distribution to get accurate and up-to-date information to hundreds of other online directories. Additionally, AMG offers online reputation monitoring that allows clients to easily track online comments and reviews about their business across the web - including Twitter, Citysearch, and Yelp - all in one place.

Survey

Ideation Solutions feels that conducting a survey with Alabama Media Group’s clients will help gain a better understanding of client attitudes. The attitudes and the opin-ions of clients will guide them to know what drives clients interests and assist with future opportunities. The survey will also allow clients to share views of the company. By allowing them to have a voice, clients of the Press Register and those who utilize digital services of Alabama Media Group will gain a sense of appreciation. Currently the Press Register’s sales approach to their B2bBclients consist of a cold call, followed by the company providing them with information. We appreciate the personable approach of a phone call, and would like to compliment them through the surveys. The first step would be contacting clients by phone asking them for their participation. We would offer to bring the surveys to them or email them, whichever the client prefers. Procuring a minimum of 100 surveys will help the company gain an adequate sample of their clientele.

The purpose of the surveys, as stated before, is to understand the perception of their clients toward Alabama Media Group. With the survey we suggest questions pertain-ing to awareness and their opinion of the sales process. Ultimately this information can be used to evaluate the approach in reaching new clients. (See Appendix A)

Situational Analysis (cont.)

SWOT

Strengths

AMG has power in choosing what information they’d want to share with their customers and how they’d want to share it. Much of AMG’s custom-er loyalty comes from the reputable journalists and customer service provid-ed by the company. Another highlight is the free newsletter delivery to the customer’s email, based on that customers prefered topics and breaking news. Text alerts are delivered via cellphone or tablet. AMG is found on many social media platforms, such as Twitter, Facebook, Google+, Pinterest and Instagram. Along with having many professional endorsements, AMG is the largest print medium and is the largest digital news archive from all three papers.

(STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)analysis

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SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)analysis SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)

analysis

sa saWeaknesses:

Marketing is a key factor in promoting products and services to a customer, whether through campaigns or focusing on what a business has to offer potential custom-ers. AMG could take better advantage of the available marketing opportunities.

AMG relies on somewhat traditional business model, where an outside sales staff prospects and sells to businesses. Prospect calling is a good way to widen a client network, but can have limitations. AMG has an opportunity to take advantage to use technology to target prospects more effectively.

AMG does not connect with consumers via social media as much as they could. AMG needs to increase efforts in buildingbetter relationships with consumers and clients. People feel important and appreciated when businesses, celebrities, personal icons, and so on, respond or acknowledge them.

AMG focuses primarily on a younger generation, but has an opportunity to attract a larger share of the baby boomer generation. and could really use an increase in business from them. This group has free time, disposable income and a powerful desire for new experiences. This generation represents a growing marketing segment.

At the same time, AMG needs a greater focus on younger generations. AMG could make a greater effort to reach multi generational audiences by varying the message and format, varying the degree of directness of the sell, considering the image of celebrities and spokespeople used so that the audience relates, and focusing on engagement.

The AL Media Group’s Twitter account could benefit from tweeting content more relevant to business and increasing interaction with its Twitter followers.

Opportunities:

AMG has an opportunity to bring greater awareness of the company as a 24/7 online news source. The reason why Press Register went from printing newspapers daily to only three times a week is due to AMG’s desire to make a transition to digital services.

On Twitter, AMG only has 189 followers, the Alabama Press Register has 0 followers, AL.com Mobile has 12.8 thousand followers, AL.com has 51.7 thousand followers, AL.com Montgomery has 4,480, AL.com Huntsville has 14.4 thousand followers, AL.com Birmingham has 35.8 thousand followers, and AL.com Sports has 2,471 followers.These numbers show an opportunity for growth with their Twitter accounts. On Facebook, AMG only has 334 likes and AL.com has 63,000 likes. These numbers show opportunity for growth in social media websites people use. AMG’s target audience includes high school and college students. A good way to improve these social media accounts is to interact with followers to keep them interested in the information that gets posted. It is important to connect with the audience to show that the company not only cares about themselves but for the community as well.

AMG offers iPad classes for older people who need training. These devices could be programmed to preload the AMG applications. AMG could also consider donating iPads to classes. A good way to reach out to the younger generation is to visit high schools and speak to the students about AMG. An assembly of students could help build Twitter and Facebook followers. Giveaways and games would be great ways to get people involved.

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Threats:

An external threat for AMG includes other social media. Prospective clients and cur-rent clients are using social media outlets other than AMG.

A negative of social media is its threat to print. Without print, AMG would see strug gle, making social media awareness that much more significant if they cannot increase their social media awareness.

SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)analysis

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Key Messages

Objective 1: “Around the Clock, Around Mobile”Objective 1: “Breakfast Means Business”

Objective 2: “Connect With Your Community: iPad Tutorial”Objective 2: “Chat With Us: Follow Us Across the Social Board”Objective 2: “Tailgate With the NEW AL.com”

Objective 3: “Do You Know the Faces Behind Alabama Media Group?”Objective 3: “Tune in and Win”Objective 3: “Make the Most of Your Penny”

kEY mESSAGES

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objectives

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Objective 3:Increase public awareness that Alabama Media Group is a 24/7 source for news and informa-tion by 10% in one calendar year in the age group 18 to 24.

objectives

Objective 1: Increase “business to business” client base by 15% within two calendar years.

Objective 2 :Increase generate audience awareness of Alabama Media Group’s AL.com, social media sites, and mobile apps by 10% within two calendar years.

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objective1

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Planning objectives

Increase “business to business” client base by 15% within two calendar years.

Create a multimedia campaign which emphasizes the digital solu-tion offered by Alabama Media for business to business.

Host networking eventts : “Breakfast means Business” will be held to promote member rap-port and growth. Distribute advertisements and mention the event in monthly newsletter.

“Around the clock, Around Mobile”.: Tin the Sunday paper. The article will highlight what their company does and how it positively im-pacts the local community. Each city (Mobile, Birmingham, Huntsville) will have their feature run in all three papers, connecting businesses to new markets.

Strategy

tactics

objective

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tiTactical Information

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“Breakfast Means Business”

Alabama Media Group’s local newspaper, the Mobile Press Register has an estab-lished relationship with local businesses. To increase the client base and enhance relation-ships with current clients, seasonal networking events hosted by the company can greatly benefit the company’s reputation. These events will be specifically geared towards joining the community, while featuring the Press Register’s top contributing B2B clients. Under-standing the desire for the organization’s need to increase clientele, retaining clientele is also important. With these events, the Press register will invite potential clients and con-tinue with the key message “Around the Clock, Around Mobile.” During these events they will gain the opportunity to connect with clients that have utilized the Press Register, and understand the benefits of doing business with Alabama Media Group.

Tactical Information

tiWhen: The event will be hosted on a Saturday morning, starting at 9:00 am.

Where: The first event will be held at the Renaissance Riverview Hotel.

What: “Breakfast means Business,” a networking opportunity held by Alabama Media Group offers the opportunity for B2B companies in Mobile, Alabama to join to-gether for a seasonal community event. We will open with “Coffee and Conversation,” a time where B2B clients and potential clients get to mix and mingle with one another. We invite them to bring business cards and information about their business to share with others. Alabama Media Group and Press Register sales associates will be in attendance, sharing what the company has to offer during this session. Breakfast will be catered by local restaurant, Spot of Tea. Afterwards we will spotlight our AMG scroll award recipient. This client is one who has exemplified strengths in their industry and excelled in creating lasting B2B relationships. They will be honored and highlighted during the event. They will serve as our guest of honor, as well as speaker, sharing insight on their involvement on the community, their success, as well as how AMG has assisted them as B2B client. We will end by awarding our guest of honor with a plaque, thanking them for their business con-tributions to the community. Merchandise featuring the logo will be handed out to guests, as well as information packets to potential packets.

Why: These events will be presented through multiple outlets, including the paper and website. All social media sites as well as the Press Register’s and local Mobile page of AL.com will feature specifics of the events. Clients will be invited by email and mail. We would also recommend reaching out to the Chamber and featuring an ad in their newsletter to reach potential clients. By recognizing current clients, this will show your gratitude and appreciation for their partnership with the Press Register and Alabama Me-dia Group. Also by inviting potential clients, this creates an opportunity to create aware-ness about what Alabama Media Group has to offer.

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Tactical Information

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“Around the clock, Around Mobile”

Why: These events will be presented through multiple outlets, including the paper and website. All social media sites as well as the Press Register’s and local Mobile page of AL.com will feature specifics of the events. Clients will be invited by email and mail. We would also recommend reaching out to the Chamber and featuring an ad in their newsletter to reach potential clients. By recognizing current clients, this will show your gratitude and appreciation for their partnership with the Press Register and Ala-bama Media Group. Also by inviting potential clients, this creates an opportunity to create awareness about what Alabama Media Group has to offer.

“Business Spotlight”

Alabama Media Group has the unique pleasure to service many of the Gulf Coast’s largest companies. Using these connections, the agency supports bi-monthly articles “spotlighting” AMG business-to-business clients. We believe this would connect the public with business that directly impact their community. This would first be tested in the Mobile market and if well received, the series would be run in all three papers. Ul-timately, the agency believes that featuring all three businesses in each newspaper (Press Register, Huntsville Times, Birmingham News) would maximize the appeal. This series would connect businesses to new markets across the state while enhancing relationships with current B2B clients and potentially gaining new clients across the Gulf Coast.

Tactical Information

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Tactical Information

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objective2

Planning objective

Strategytactics

objectiveIncrease awareness of Alabama Media Group’s AL.com, social media sites, and mobile apps by 10% within two calendar years.

Introduce new techniques to increase engagement on social media sites, and encourage patrons to utilize AMG’s digital sites through events and ad-vertising. Position Alabama media as the digital solution for mobile com-munications for social media users (facebook, twitter, instagram, etc.)

Hold events that increase the interest of the demographic.

Use social media to create awareness of AL.com’s website and its 24/7 news platform.

Develop a second awareness campaign which introduces AL.com’s new digital media offer-ings.

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Tactical Information

Hold events that increase the interest of the demographic.

As of April 2014, the only event that AL.com hosted for senior citizens was the iPad class to teach them the basics of using their electronic device. Though Alabama Media Group continues to grow electronically and continues to gain audience online, there are still senior citizens who do not go online to get their news. Hosting more local events will help increase the interest of the senior citizen and opinion leaders. When AL.com was hosting iPad classes, it had a good turnout. Therefore, AL.com should continue to host those classes at least once a month. If classes were offered once a month, senior citizens would have the opportunity to learn and engage on AL.com easier. iPad classes are good way to brand AL.com and is an opportunity to show seniors and opinion leaders how to access the AL.com application on their iPad.

tiTactical Information

Use social media to create awareness of AL.com’s website and its 24/7 news platform.

30% of surveyors stated that they prefer to use Twitter which is a fast and easy way to reach out to al.com’s target audience. AL.com has the opportunity to host a TweetChat which will give them the opportunity to connect with consumers. AL.com would use a hashtag at a specific time and date to hold a conversation with people who care about the company.

TweetChat is a great opportunity to know what consumers are saying about AL.com and answer any questions they may have. This will also give AL.com the oppor-tunity to inform people that they are a 24/7 online news source. TweetChat gives com-panies an opportunity to build relationships with patrons. Hosting a TweetChat would be a learning experience for al.com and consumers. 34% of surveyors are on Facebook, therefore, creating an event and inviting people to the TweetChat is a great way to tell people that al.com will be hosting a TweetChat. An ad is also a great way to reach out to people and tell the about it. 32% of surveyors said they use instagram more than the others so posting a picture of the ad is a great way to reach out to the target audience.

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Develop a second awareness campaign which introduces AL.com’s new digital media offerings

“Tailgate with the NEW AL.com” Due to popularity of the AL.com sports app, we will target sports fans to spread the word about the “New” AL.com.

Ideation Solutions suggests launching a campaign during football season. Posting all football scores and statistics on AL.com will hold the sports fans’ attention. We will host a contest for most accurate bracket and promote this contest through direct mail, email and newspaper, which will direct people to AL.com. The winner will receive Iron Bowl tickets and a meet and greet with the Alabama coach of their choice.

The direct mail and email would explain how the newspaper has changed and intro-duced Al.com; send out brochures and emails explaining the benefits of using Al.com, how AL.com compares to the newspaper, and how to navigate Al.com.

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Tactical Information

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objective3

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Planning objectives

Strategytactics

objectiveIncrease public awareness that Alabama Media Group is a 24/7 source for news and information by 10% in one calendar year.

Create multimedia campaigns thatintroduce new technology for AL.com consumers and creates awareness foraround the clock coverage provided by Alabama Media Group.

Partner with Clear Channel to host a Power Hour giveaway, encouraging people to use the site 24/7.

Improve social interaction by posting relevant content that captures the targeted audience. Position AL.com as a one-stop, 24/7 news source.

poTactical Information

Partner with Clear Channel Radio for Power Hour Giveaway

Ideation Solutions suggest partnering with Clear Channel Radio to access its local radio stations. A Power Hour Giveaway includes making an announcement every hour on the hour about certain events, giveaways, and promotions for AL.com. This will give the tar-geted audience the knowledge and awareness of Alabama Media Group being a 24/7 news source. It will also lead the audience to other events provided on AL.com.

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ti Radio Spot for Power Hour Giveaway

Targeting general public

Upbeat pop music plays in background

Radio Announcer Narrates

Music Ends

“Hey everyone, Dan here at 95 KSJ. Coming up, we have a Power Hour Giveaway event being held on Alabama Media Group’s webpage at AL.com. Every hour on the hour listen for opportunities to win giveaways and receive up-dates on upcoming events by visiting AL.com.

This unique Power Hour Giveaway will be-gin at noon on Friday, May 2nd. Join us for a chance to win prizes like a gift card to Mug-shots or tickets to (insert relevant music fes-tival). This event is brought to you by Alabama Media Group, Alabama’s Number One Local Trusted News Source. Alabama Media Group operates AL.com and distributes the Birmingham News, Huntsville Times, & Mobile Press Register.

Tactical InformationSocial Interaction Enhancements Social interaction can give AL.com the edge over the competition. Ideation PR Agency believes that by posting relatable content that captures the targeted audience, AL.com can improve social interaction. Social media services aim to build connection between groups of people on the internet platform. Having a successful social media optimization service helps assure the audience that the connection between them and the company will be between one human being to another.

Create a “Then and Now” employee photo album Ideation PR Agency believes that a client’s company is only as good as it’s hardworking em-ployees. Using Facebook photo albums to highlight employees and reach out to fans can be a great way to do so. Show fans the human side of AL.com. Creating a “Then and Now” photo album would be a great start. Employees can provide photos from their youth along with recent photos of them-selves. This helps your audience feel like they are more apart of AL.com, and it helps them feel as if they know the employees on a more personal level. Enhance Facebook interaction by creating Face-book events so followers can RSVP and stay up-to-date on the latest events being hosted by AL.com.

Use Twitter to Promote Personal Video Messages Ideation PR Agency thinks that becoming personal on Twitter is a beneficial tactic. AL.com can get creative by using video to connect on Twitter. There are several video tools, such as Vsnap that allow you to record a video message with a maximum length of 60 seconds. Use this to share a personal video message to a follower or to your timeline on Twitter. Making these personal video messages is easy. Look for interesting details in your audience’s Twitter bio to use to craft your mes-sage. Say thanks to someone who shared your content or became a new follower. Answer a question someone has about your company. All of these actions are simple yet effective ways to easily interact more with your audience. Some other uses your company might want to consider to connect with your audience include a tour of the office, individual Vine videos for different teams, and encouraging customers to Vine about your business.

Let your audience know who’s tweeting. Ideation PR Agency has noticed many companies include the initials of the person tweeting at the end of each tweet. This is a great way to make a branded Twitter account feel a little more human and the interactions more personal.

What Are Alabama Media Group Employees Listening To? A great way to make the targeted audience feel like they are on a more personal level with Al-abama Media Group is to take snapshots of employees with earphones in around the office and post them on Facebook along with the employees’ recent playlist.

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Tactical Information

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Position AL.com as a one-stop news source that is 24/7

Ideation Solutions suggests increasing the targeted audience’s awareness that AL.com is a 24/7 news source by 20 percent. Adding specific messages to Alabama Media Group’s newspapers will require action on behalf of the target-ed audience, and instruct them to visit AL.com. An example of a message could be, “For more information and news stories, visit AL.com,” or “To retrieve more updated news stories, go to AL.com.” To expand on this, Alabama Media Group could also run ads in their newspapers for Alabama Media Group and AL.com to let the readers know that Alabama Media Group, AL.com, and their newspapers are all connected. Ideation Solutions suggest running full stories in all Alabama Media Group newspapers and providing the date range of when the stories were released at the top of the page.

Tactical Information

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ap apconclusion

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Ideation Solutions appreciates Alabama Media Group for allowing us to work with their business to further enhance its public relations and marketing initiatives. We have enjoyed learning more about Alabama Media Group, and gaining a clear understanding on what they are about.

Our agency team was able to engage in research and come up with rea-sonable objectives and tactics to present ideas that will positively enhance Ala-bama Media Group, that we hope will be taken into consideration. Our campaign focused on the ideas that were given to us: to focus on creating digital techniques, creating awareness that AMG is a 24/7 news source, and increasing the business to business clientele.

The Ideation Solutions team feels as though it has recommended affirma-tive ideas that will enhance a solid representation of Alabama Media Group, and to continue portraying itself as the primer media outlet. We appreciate your time and attention.

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appendiciesThe agency surveyed 100 communication students at the University of South Alabama on the awareness of the Alabama Media Group, its services and how they get their news.

1. What medium do you get your news from? Circle all that apply. - TV (65) - Print (23) - Radio (42) - Digital (64)

2. Do you have a newspaper subscription in your household? - Yes (12) - No (88)

3. After the Press Register went from daily print to thee days a week, did you cancel your subscription? - Yes (21) - No (79)

4. Where do you read the newspaper? Circle all that apply. - Home (32) - Work (13) - School (38) - Other (27)

5. Are you aware of the AL.com app? - Yes (40) - No (60)

6. What are you interested in? Circle all that apply. - Sports (61) - Entertainment (82) - International News (54) - Lifestyle (53) - Outdoors (36) - Family (49)

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7. Do you own a smart phone? - Yes (94) - No (6)

8. What time of the day do you access your news? - Morning (27) - Afternoon (14) - Evening (16) - Various (46) - I actively scan the news throughout the day (36)

9. Which social media platforms do you use? Circle all that apply. - Facebook (56) - Twitter (50) - Instagram (53) - None (5)

10. What is your age? - 18-24 (80) - 25-32 (19) - 33-45 (0) - 46-60 (0) - 61+ (1)

11. What is your ethnicity? - Black (31) - Caucasian (61) - Hispanic (4) - Asian (3) - Other (1)

12. Are you married? - Yes (14) - No (86)

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acappendicies 13. How many times a day do you access your social media? - Never (5) - Not often (11) - Sometimes (10) - Often (32) - Very often (42)

14. Are you aware Alabama Media Group operates AL.com combining the talents of Press Reg-ister, Huntsville Times and Birmingham News journalists? - Yes (55) - No (45)

15. I trust online journalists? - Strongly Agree (4) - Agree (25) - Neutral (53) - Disagree (10) - Strongly Disagree (8) 16. I view multiple sources for my news. - Never (11) - Sometimes (57) - Alwayw (32)

17. I feel AL.com has a conservative bias. - Strongly Agree (6) - Agree (18) - Neutral (62) - Disagree (8) - Strongly Disagree (2)

18. Would you be interested in attending community events sponsored by AL.com (i.g. tailgating, entering to win event tickets by attending blood drive, etc) - Yes (56) - No (44)

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19. Do you have children? - Yes (14) - No (86)

20. When news breaks, I feel AL.com is following the story and updating constantly. - Strongly Agree (4) - Agree (29) - Neutral (51) - Disagree (9) - Strongly Agree (5)

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