report -...

Report

To Strategic lnitiatives Committee Item Date of Report

SIC-10-01 June 92010 From Bob Duignan

City Manager

File

A-31 00

Date of Meeting

June 142010

Subject Broadcast Advertising Proposals and Metroland Digital Ward)All

Network Proposal

Public Meeting

10 PURPOSE

The purpose of this report is to respond to the following direction of the Strategic lnitiatives Committee

That correspondence SIC-09-56 dated December 12 2009 from Serina Mayberry Metroland Durham Region Media Group requesting to address Committee concerning an overview of the Metroland Digital Network be referred to staff for report and

to seek Councils endorsement of the Channel 12 Television Durham Radio Inc and Rogers TV advertising for 201 01201 1

20 RECOMMENDATION

That the Strategic lnitiatives Committee recommends to City Council

1 That the Channel 12 Television Durham Radio Inc and Rogers TV advertising proposals appended as Attachments 1 2 and 3 respectively to Report SIC-10-01 dated June 92010 be endorsed

2 That the Metroland Digital Network Proposal appended as Attachment 4 to Report SIC-10-01 dated June 9 2010 be received for information and

3 That the Mayor and Clerk be authorized to execute the necessary agreements to implement the Channel 12 Television Durham Radio Inc and Rogers TV proposals in a form satisfactory to the City Solicitor

30 EXECUTIVE SUMMARY

Council endorsed a Corporate Advertising Policy in January 2007 that provided advertising definitions outlined an advertising mix and a procedure for the placement of City advertising In response to the Council endorsed policy advertising placements have

Report to Strategic Initiatives Item SIC-10-01 Committee (Continued) - 2 - Meeting Date June 142010

evolved from solely newspaper to include a mix using newspaper television radio and other mediums

The benefits of utilizing radio and television allow the City to cost effectively reach target audiences outside of the City which promotes business development and improves our image Community newspapers target residents as it provides timely and relevant municipal service information Also the Citys nine-month pilot e-communication strategy has proven to be an effective communication medium to provide relevant information to residents on news items public service announcements special events meeting and road closure notices and city emergency situationslmajor incidents

Channel 12 has submitted a proposal themed Community Partnerships The proposed 201012011 campaign would focus on the City of Oshawa Corporate Business Plan An Agenda for Prosperity amp Renewal The objective of the new campaign would be to highlight the many opportunities that exist in Oshawa to increase interest and attract new investment in the city

In July 2007 the City launched an upbeat radio jingle in collaboration with Durham Radio The purpose of the radio jingle was to replace stock music that was being used for City commercials The City jingle has been well received by the community as it promotes the Citys brand and provides a consistent audio cue for listeners to recognize the Citys commercials Durham Radio has submitted a 20102011 proposal recommendingthat the City continue with the morning news sponsorship on each of the three radio stations

In addition Rogers TV has submitted a 201012011 Community Sponsorship Media Bundle proposal to continue to advertise on First Local News and OHL Primetime Rogers TV would produce one new commercial to promote the citys tourism events Rogers TV would also include in the commercial rotation schedule the approved 2009 commercials that focused on the downtown and recreation amenities

Metroland Digital Network has submitted a proposal relating to an online advertising initiative utilizing wwwdurhamreaioncom The proposed initiative would feature three rotating advertisements to appear on the various wwwdurhamreaioncom websites The City would receive 10000 impressions a month randomly rotating on the following Metroland websites Uxbridge Times-Journal Port Perry Star Pickering News Advertiser Ajax News Advertiser Whitby This Week Oshawa This Week Clarington This Week Northumberland News and Brighton Independent Potential content could relate to City of Oshawa promotional initiatives and campaigns such as events recreation program registration snow clearing reminders etc

The Channel 12 Television Durham Radio Inc and Rogers TV proposals are appended as Attachments 1 2 and 3 respectively The proposals are recommended as they satisfy the Citys communication objectives-respect the Citys budget limitations and where applicable take advantage of ideal filming conditions


The Metroland Digital Network proposal is appended as Attachment 4 The proposal is not recommended as it would duplicate other advertising mediums (newspaper and broadcast) and information posted on the City of Oshawas website Also the proposal duplicates the Citys e-communication strategy and recommendations outlined in report SIC-10-11 At this time it is premature to implement the Metroland Digital Network proposal as sufficient time is required to evaluate the proposed expansion of the Citys e-communication strategy and determine whether additional on-line communications mediums are required In addition there is no funding for this initiative in the approved 2010 Corporate Communicationsamp Marketing budget

40 INPUT FROM OTHER SOURCES

41 General

9 This report has been prepared with input from Durham Radio Inc Channel 12 Television Metroland Digital Network and Rogers W

42 Auditor General

9 The Auditor Generals comments are included in Attachment 5

50 ANALYSIS

51 Background

9 In response to residents feedback requesting increased regular communications the City has successfully utilized various mediums such as the website distribution of promotional materials media releases e-communications and the placement of advertising utilizing radio television newspaper trade publications and outdoor advertising

9 The Council-approved Corporate Advertising Policy provides guidance to staff in making appropriate advertising decisions Also the centralization and coordination of advertising through Corporate Communications and Marketing has proven to be strategic and cost effective

9 To achieve effective communicationsthe following advertising mix is in place

City Page in Oshawa This Week and Oshawa Express (weekly as needed) Broadcast advertising to include Channel 12 Television Durham Radio and Rogers TV Durham Chronicle SNAP Oshawa and Retail Pages are utilized based on the scope of the marketing initiative target audience and funding availability Advertisements in GTA advertising mediums are placed on a project specific basis due to the ad rates being cost prohibitive on a regular basis


52 Broadcast Advertising Proposals

9 The following advertising proposals have been received and are outlined as follows

521 Channel 12 Television

9 The Channel 12 201012011 proposal (Attachment 1) provides for the production of five 30-second commercials designed to showcase the many opportunities Oshawa has to offer Each commercial would air 32 times per week for two months In addition the proposal includes 21 15-second announcement boards

P Channel 12 would shoot produce edit and air five different commercials themed as follows

1) Economic Development (new businesses downtown revitalization)

2) Sustainability (green initiatives)

3) Strong Community (health and wellness quality of living)

4) Future Education amp Technology (academia focus) and

5) Arts Culture amp Festivals

9 Channel 12 would use a split screen format to display facts down the side of the commercial that would complement and support a variety of visuals Channel 12 would also provide a Quick Time version of the commercials for posting on the Citys website

9 Channel 12 supports at no extra charge event emcee involvement news coverage In Focus interviews with Dan Carter and Discover Durham a community bulletin board

9 Channel 12 Television has access to 690000 homes in Durham Region the Greater Toronto Area and eurohe BarrielOrillia areas and delivers two and a half hours of live community programming every weekday from their Oshawa studio

9 Channel 12 also covers Aurora Bolton Orangeville Vaughan Mississauga and Markham -all across TorontoIGTA - on Rogers 129

9 As a CBC Affiliate Channel 12 provides commercial airtime on noteworthy programs such as Hockey Night in Canada Disney Oprah and CBC Primetime and Sunday night movies


9 Below is a summary of the proposal received

Weekly airtime for 15-secondannouncement boards on local and CBC television (production included) 45 discount on commercial air time Commercial to be put on a filler list for extra airing as a bonus spot Quick Time version of commercials for posting on the Citys website Interviews

Table 1 Channel 12 Proposal

Event emcee

Annual investment Weekly investment Total weekly 30-second commercials Local commercial rotation airtime CBC commercial rotation airtime Added value

$26400 $600 32

Mon - Fri Mon -Sun $33600+

9 It is recommended that the proposal be approved as it is a cost effective manner to advertise through CBC programming and in reaching target audiences who live outside of Oshawa The new commercials would be presented to the Strategic lnitiatives Committee for their input prior to airing The campaign would begin fall 2010

Total Value

522 Durham Radio Inc

$60000+

9 Durham Radio proposal (Attachment 2) requests the City renew the morning news sponsorship on each of the three radio stations (15 commercials in total per week) for one year over the period 201012011 The proposal also includes ongoing event support as described above and would include the Mayors interview on CKDO

9 According to the Bureau of Broadcast Measurement (BBM) nearly 1 in 3 residents of the Oshawa CMA listen to one or more of Durham Radios local stations (949 The Rock 1077 FMII580 AM CKDO KX96 New Country FM)

Total Cost

9 The three stations combined cover a vast area including Port Hope Cobourg Brighton Belleville Peterborough Orillia Brampton Toronto- Oakville and Mississauga (source BBM fall 2009)

$26400

9 Collectively the three radio stations reach an average of 109400 weekly listeners throughout the day in the Oshawa CMA and a total of 219500 in the coverage areas (source BBM fall 2009)

10month campaign (44 weeks) - the campaign wouldnot air during July andAugust 2011

Reportto Strategic Initiatives Item SIC-10-01 Committee (Continued) - 6 - Meeting Date June 142010

9 Between the hours of 500 am to 10OO am the average weekly morning listeners in the coverage areas are 133800 (source BBM fall 2009)

9 Combined all three radio websites have an average of 92000 monthly visitors

9 In early 2010 Durham Radio submitted a request to increase power on their Toronto transmitter to continue to better service area commuters and surrounding areas A decision is expected this summer

9 Durham Radio has been a partner in many City events such as Canada Day New Years Eve Christmas Tree Lighting and has provided support at no charge in the form of event emcees on-site radio remotes news coverage interviews and website listings


Table 2 Durham Radio Proposal

Annual investment Weekly investment Total weekly 30-second commercials (The Rock CKDO KX96) Commercial airtime

Added value Mayors interview on CKDO

9 It is recommended that Durham Radios proposal be accepted as it is a cost effective advertising buy and targets morning drive-in listeners This target market is a captive audience as listeners are looking for current news information at the start of their day and the radio station reaches beyond the boundaries of Oshawa

$34268 $659

15 (5 commercials per station)

Mon -Fri 6am- loam

(morning news focused) $12500

Event emcees Total Value Total Cost

523 Rogers TV

$46768 $34268

9 The Rogers N 20102011 advertising proposal (Attachment 3) requests that the City continue its involvement with the Community Sponsorship Media Bundle which includes the production of one new 15-second commercial that would focus on promoting the Citys awards and achievements The commercial would air 33 times per week on First Local News The Citys commercial would also be aired 16 times on First Local Weekends free of charge Rogers N would include the 2009 approved downtown and recreation commercials in the Citys commercial rotation


9 A profile of the City of Oshawa would be included on the sponsor section of the Rogers TV website The Citys profile would link to the Citys website and commercials

9 In addition the OHL lntermission Scoring Summary is included as added value and consists of a verbal and graphic acknowledgement at the end of each period An example of the sponsorship acknowledgement would be This OHL Intermission Scoring Summary is brought to you by the City of Oshawa - Be Prepared to be

Amazed This acknowledgement would be aired three times per each OHL broadcast home game There are approximately 34 home games

9 Rogers TV weekly reaches over 140000 cable subscribers and over 350000 viewers based on a recent SES cable subscriber survey

9 Rogers TV broadcasts in Durham Region on cable channels 10 1 6 3 and includes Claremont Brougham Brooklin Pickering Ajax Whitby Oshawa Courtice Bowmanville Newcastle and Orono

9 According to Nanos Research 2008 the two most watched programs on Rogers TV are local news (76) and sports (72)

9 Rogers TV has partnered with the City on various initiatives such as Stephen Colbert Day and New Years Eve


Table 3 Rogers TV Proposal

Annual investment

Total weekly 15-secondcommercials Added Value

$12500

October 2010 -July 2011 1 spot per show

OHL Primetime IntermissionScoring Summary o Time period o Airings

First Local Weekends o Time oeriod

9 It is recommended that the proposal be approved as it is a cost effective advertising buy and targets viewers interested in news and sports The new commercial would be presented to the Strategic Initiatives Committee for their input prior to airing The campaign would begin fall 2010

Time oeriod I 40 weeks

$3300 September 2010 -March 2011

3 times per game $6000

40 weeks o Total weekend 15-secondcommercials

Total Value Tptal Cost

1 spot per show $27800 $12500


53 Metroland Digital Network

9 Metroland Digital Network has submitted a Premium Display Advertising proposal (Attachment 4) relating to an online advertising initiative utilizing wwwdurhamreqioncom The proposed initiative rotates the Citys advertisement in three different locations (banner big box skyscraper) on the wwwdurhamreqioncom website

9 The City would receive 10000 impressions a month on the wwwdurharmreqioncom website The advertisements would not be targeted to the City of Oshawa rather they would be d~stributedand appear on the following websites Uxbridge Times-Journal Port Perry Star Pickering News Advertiser Ajax News Advertiser Whitby This Week Oshawa This Week Clarington This Week Northumberland News and Brighton Independent

9 The online advertisements could be changed as often as required Potential content would relate to City of Oshawa promotional initiatives such as events recreation registration snow clearing reminders etc

9 Metrolands on-line communication mediums include Lifenewsca Localworkca Wheelsca HomeFinderca YourClassifiedca Gottarentcom OurFavescom Myholidayhomerentalcom Goldbookca and 14 community portals including wwwdurhamreqioncom

9 Currently wwwdurhamreqioncom has approximately 200000 visitors a month and enjoys over 13 million page views a month (source Omniture August 2009)

9 Over 45 of Durham residents view wwwdurhamreaioncom in any given month (source Omniture August 2009)


Table 4 danrl ninital N~twnrk IMetrc-- -

The proposal is not recommended as it would duplicate other advertising mediums

Annual investment Time period Total monthly impressions Added Value

Reports showing number of impressions given and click through ratio Link to City of Oshawa website Change advertisement as often as required

Total Cos t

(newspaper and broadcast) the Citys e-communications strategy and information ~ostedon the Citv of Oshawas website In addition there is no amroved fundina for

$2400 12 months

10000

$2400

-this initiative in the 2010 Corporate ~ommunicationsamp Marketing bdget


9 Currently Recreation Services utilizes Metroland Digital Network online advertising through the use of wwwaoldbookca In 2009 $4900 was spent and in 2010 approximately $3300 was further invested

9 Information is posted under Recreation Centres Arenas Swimming Pools and Sports amp Recreation The objective of the advertising is to increase the City of Oshawas web search engine presence so that in the event an individual is looking for recreation activities the City of Oshawa would appear first

9 In 2009 the City of Oshawa Recreation Services had 7249 visitors on their Goldbook pages and over 1200 site clicks to the City of Oshawa website Also Recreation Services produced an online video promoting recreation and posted it on Goldbook to further promote their services

60 FINANCIAL IMPLICATIONS

9 2008 and 2009 advertising expenditures are outlined in the chart below These advertising mediums were within the approved funding envelopes and are consistent with the Council-approved Corporate Advertising Policy

Table 5

$14330 was recovered by Development Services in 2009 and $18100 in 2008

The Oshawa Express City Page was implemented effective July 12009 Trade publication examples include Durham Relocation Guide Gold Book

Parent Source Business Matters Durham Chronicle

9 The recommended advertising proposals are consistent with the 2009 distribution of advertising funds and are within the 2010 Corporate Communications and Marketing Advertising approved budget

Report to Strategic Initiatives Item SIC-10-01 Committee (Continued) - 1 0 - Meeting Date June 142010

70 RESPONSE TO THE COMMUNITY STRATEGIC PLAN

9 The recommendations in this report meets the Community Strategic Plan Goals A and C and objectives of improving communications cooperation and community engagement and improving our image It also ensures effective fiscal management and best value for advertising dollars

City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

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Overview Refocus on the Corporate Business Plan of Prosperity amp Renewal How do we achieve this gt By building excitement and interest in Oshawa itik)

will attract new investment forge new partnerships ignite interest and create diversity

Creative execution to highlight the many opportunities that exist in 0 shawa (following the Community Goals amp Objectives in the Corporate Business Plan)

- -- -

I Revitalizing the downtown

- Realizing waterfront potential

Developing new job opportunities

Improving our imageI I

Enhancing arts culture recreation

-

r -

Being a cleaner greener cityt

i s Managing growth and wise land use

Improving transportation modes

------- -- - - --

Using a combination of feeling and fact deliver a powerful message gt magfiea feeling of vision pride future hope and community sRirit

Begin commercials with images that evoke these feelings and set t e tone Deliver the facts Promote a check list of successes and achievements

Demonstrating a proven track record attracts new investment new __-partnerships and fuels interest and diversity

t a-

Examples of City of Oshawa successes amp achievements gt $ 1 00 million Courthouse gt $ 3 5 million energy research building at UOlT gt $32 million student housing project gt $25 million hotel amp conference centre gt $14 million-redevelopment of Oshawa Civic Complex gt $ 1 3 million student admin centre at Durham College gt $7 million renovation at Alger Press building for UOlT classroom space gt $ 1 0 million Trent University classrooms amp office space gt $13 million Islamic mosque

ain extension through Oshawa ation expansion and many more investments underway

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Examples of voice over talking points

gtOshawals new $ 1 00 million Courthouse bringing 1 500 em~lovees into the downtown core

gtwith 2 universities and 1 college Oshawa is educational hub for tomorrows leaders

A

I gtexpanded GO Train service - commuter convenienct and business accessibilitv

housing in downtown Oshawa 1

-4

Channel 12 Delivers

B Mass coverage Access to 690000 homes in Durham Region the CTA and the BarrieOrillia areas Channel 12 is on cable 12 and digital 129

Using a consistent media mix ensures greater market saturation so your message gets delivered loud and clear

P Proven effectiveness Our client renewal rate is over 75 in an industry where 60is the norm

P We are the only local conventional television station in Durham Region and we deliver 2 1 2 hours of local programming every weekday from our Oshawa studios

B Television is the only medium that delivers sight sound motionand EMOTION

B Channel 12 is proud to be a part of this great city Channel 12 is investiog in the heart of Oshawa by relocating in the downtown core

B We value partnership and thats why Channel 12 regularly promotes City of Oshawa events and contributes to creating a positive image

In depth interviews on In Focus with Dan Carter Discover Durham amp Community Cruiser with Rita Nave

= Dan Carter and Rita Nave also contribute by emceeing covering community nts and using Oshawa as a backdrop for community announcements

3----- --------v---m----sw--v-- Brandina C~mmercials0 Second ----P Channel 12 will shoot edit produce and air 5 commercials

1 Economic Development 2 Sustainability 3 Strong Community 4 Future Education amp Technology 5 Arts amp Culture

N P Wkly Commercials 32 per week(includes HNIC- regular season) 1 0

P Total Commercials 1408 x 30 second commercials over 44 weeks

1--- _IXXIIIm-I(I1I Annauncement BoardsX --IXI -wX-ImI_5 Second _IXllill--~--~-r_pl~lll-

b Production of 1 5-second special events announcement boards Wkly Announcements 2 1 per week

e Total Announcements 924 boards over 44 weeks

Total Campaign Exposures 2332 P AddedValue We will continue to provide a Quick Time version of each

commercial for the wwwoshawaca site

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Oshawa Repam To Re An~amd

Proposal for the

City of Oshawa

Presented by Sherry Sopha MacDonald Durham Radio Inc

KNew Country FM

Oshawa PreperrTo Be Arnaz~d

The three Oshawa radio stations have continued to serve the community over the past year sponsoring

and promoting many local events

Some of these events have included

Canada Day Durham Autofest New Years Eve Oshawa Generals Special Olympics Purple Woods Maple Syrup

Festival 0 shawa Ribfest Million Penny Toy Drive Santa Claus Parade Relav For Life

Earth Day Run For The Cure Oshawa Tree Lighting

Oshawa 8 PrepareTo Be Amazed

All three stations audience age profiles together represent the people living in Oshawa

from age twelve right up through to age 65 plus

KX96 New Country FM

Source BBM Bureau of Measurement Fall 2009 (S4) Fun Coverage By percent of weekly reach

To continue effectively branding the Citys image and informing the people of Oshawa about the Citys events and public services we recommend a renewal of the morning news sponsorships on each of the radio

stations for another one year period

Oshawa Prepare To Be Amazed

People rely on radio all day long for their news The Durham Radio news team

elivers more current up-to-date local news than any other Durham news source

Sponsorship of the morning news Monday to Friday offers a credible prestigious environment

for The City of Oshawa The commercial message is presented as the exclusive sponsor

Sponsorship includes 1 opening name credit daily

1 x 30 second commercial daily in newscast

morning news is pre-empted on Holiday Mondays and will be moved to afternoons on those occasions

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Oshawa

Added - Value far th-eCity of Qshawa

erry Johnston has interviewed Mayor John Gray on a regular basis

n CKDO and he will continue to do this It is a great opportunity for

e Mayor to discuss the City and build on the imaging campaign that

the advertising schedule is developing

The minimum value of a weekly interview with Terry Johnston is $25000 each if paid

Minimum Annual Value = 1250000

his unique opportunity for Mayor Gray is truly priceless as it allows

him to connect with the people of Oshawa

Item SIC-10-01 Attachment No 3

Rogers TV 2010 -2011 sponsorship proposal (revised)

Presented to CITY OF OSHAWA

By I lse Kreimes Sponsorship Consultant Rogers TV

April 22 2010

Table of Contents

1 Executive Summary 2 About Rogers TV 3 Viewership Media Impressions 4 Demographics amp Statistics 5 Our Sponsors Testimonials 6 Key Strengths of Television Sponsorship ampAdvertising 7 First Local News 8 Rogers TV Sponsorship Acknowledgement spots 9 Marketing Streaming Video amp Website 10 Community Sponsorship Media Bundle Rates

Information contained within this proposal is confidential

Rogers TV Durham 301 Marwood Drive Oshawa Ontario L1H 134

local audiences in Durham ~eg ion Rogers TV Community Sponsor Partnerships can offer the City of Oshawa additional media exposure branding and increased visibility to thousands of local viewers enhancing current print radio and on-line media campaigns Rogers TV proposes the production of a new sponsorship acknowledgement spot to be aired on First Local News and First Local weekend edition to be combined with sponsorship of OHL Primetime IntermissionScoring Summary This upbeat media campaign would continue to be centred on Oshawa an Award Winning City concept

Increased visibility with Rogers TV sponsorship will assist the City of Oshawa with establishing increased brand awareness in Durham Region creating singular distinction and developing strategic awareness to your local target market These benefits will help promote the continued growth and development of the City of Oshawa in Durham Region

Rogers TV offers a wide range of programming opportunities including

First Local News - First Local Weekend - the Regions exclusive local television newscast featuring breaking local news Daytime - Local Lifestyles show with community guests Business Today Talk Local Talk Politics Eye on Durham Parenting Show Exploring Durham Your pet Your Vet Oshawa Generals Hockey on OHL Prime Time Sports Zone Alva Swap Shop Sex a t 1100 Fit amp Fabulous Goldhawk Live S~ec ia levent telecasts includina concerts festivals ~aradesamateur

Rogers TV is a one of a kind TV channel tailor-made for local audiences Every year our stations proudly produce over 15000 hours of original informative and entertaining local programs reinforcing Rogers Cables commitment to the communities we serve ~ o g e r sTV is a service available exclusively to cable customers as part of the basic service of Rogers Cable Communications Inc Canadas largest cable company delivering high quality entertainment information and communication services to 23 million customers in Ontario New Brunswick and Newfoundland

WHERE LOCAL MAlTERS - Rogers TV has the power to bring communities together and has been providing local audiences with informative and entertaining programming for 40 years Community programming focuses on the heart of our community keeping your neighbours local business and organizations in touch with each other I t reflects the diversity energy and unique spirit of Durham Region For more information visit wwwrogerstvcom

Our viewers are your target audience educated affluent and influential Rogers TV broadcasts in Durham Region on Cable Channels 10 and 63 This area

encompasses Claremont Brougham Brooklin Pickering Ajax Whitby Oshawa Courtice Bowmanville Newcastle and Orono

Rogers TV weekly reach with over approximately 140000 cable subscribers is over 350000 viewers on average of three times per week based on recent SES cable subscriber surveys

Rogers N Media Partnerships Exposure = 64033015 Total Impressions

Please note demographics vary per show based on programme content Rogers TV Key Demographics

Age Female 25-54- 55 Male 25-54- 45 Males amp Females - ages 17 - 85 also watch Rogers N

Average Combined Household Income $82600

Retail Sales per Capita - $28833 Education levels

College or University 45 High School 4 0 10 Other 15 Religious profile Protestant 447 Roman Catholic 308 other Christian 33 Muslim 09

Some of our past and present sponsors include OPG GMC Durham College Region of Durham Economic Development and Tourism Fazios Oshawa Shopping Centre Sinatras Ambitions Hair Salon

informed adiencep Gregory Smith former VP OPG - after appearing on Talk Local became a proud sponsor

Ability to deliver to specific target audiences through the placement of commercials in selected programmes

Can create high impact with viewers by offering dynamic visual messages

Appeals to consumers senses more than any other medium Sight Sound Emotion Powerful emotional impact can be created

Offers a variety of placement strategies to build reach and frequency

Can enhance print radio and on line media campaigns

Well suited to marketing products and services with broadlmass appeal

Immediate and timely Ability to reach target audiences quickly

Endless creative options available when using television

Cost efficient for most target groups

Television gets closer to one-to-one communication than almost any other medium Specific Moods and images can be created for brands

Source BBM Nielsen Media Research 2008 amp ComQuest- survey

FIRST LOCAL NEWS -Channels 10 amp 63 First Local News

Durham Reqions onivtruly local newscast that enliqhtens I viewers w tn oreak~ngnews stones n-depth repon~nggr pplng community events the entertainment beat and local sports coverage I Hosts Debra Hutchlson Reporters M~keWalker Amle Sm~thamp Gannon Loftus

FIRST LOCAL NEWS -Airs 33x per week First Local News Weekend Edition - Bonus

First Local Weekend I Your source for all the highlights of each weeks local news stories Tune in to Rogers Nto catch anything and everything you might have missed Host Debra Hutchison reviews the top stories from First Local weekday edition in this half hour news program at the

WEEKEND end of each week

I Hosts Debra Hutchison I

Creative consultation ampscripting assistance Full production of one 15 second motion audio commercial spots Visual shots and voice-overs of your goods and or services Company name address website

Approved promotional segments produced by Rogers TV may be used for CITY OF OSHAWAS virtual marketing campaigns via a link on rogerstvcom A profile of CITY OF OSHAWA will be included on the sponsor section of the Rogers TV Website Your profile will include a link to your website the airing of CITY OF OSHAWA commercial

Media Bundle - One spot per show 10 month term

Rogers 1V is offering a Community Sponsorship Media Bundle which includes a full audio production of one fifteen (15) second sponsorship acknowledgement spot to be aired once (1x ) per each First Local News show including repeats plus two (2) bonuses

1 First Local News Sponsorship Media Bundle - 10 month term City of Oshawa may be on air from October 1 2010 -1uly 312011

Cost per month 1250 x 10 = $1250000 Value = $1250000 One spot per show Duration = 40 weeks 1320 First Local spots on air per 10 month term 320 First Local Weekend spots on air per 10 month term 1640 total spots per 10 month term Cost per First Local News spot = $762

2 Bonus First Local Weekends

City of Oshawa cost per month = $NA Duration = 40 weeks concurrent with First Local Value $6000 = Savings $600000

Plus 3 OHL Primetime IntermissionScoring Summary

Verbal acknowledgment of sponsor with graphic treatment of sponsor logo each time the segment appears on-air Minimum of once per period Duration = 65 month period (mid September 2010 - end March 2011) Value $3300 = savings $330000

Total Rogers W Bundle Value = $2180000

Savings -$930000 Total cost $1250000

gottarent(Om

aourfwescomDISCOVER (HE BEST

- Of the 14community newspaper websites that Metroland has across Southern Ontario durhamregioncom has the most Monthly UniqueVisitors 5ourceOrnniture

That means the community you serve is using our site as a trusted source of local news and information

Durhamregioncom currently enjoys almost 200000 uniquevisitors a month SourceOrnnitureAugust2009

- Durhamregioncom currentlyenjoys over 13 million pagesviews a month SourceOmnitureAugust2009

Approx 90 of the people living in Durham are actively online and 457 of them view durhamregioncom in any given month Source Ornnrture

On average clients with Premium Display Ad bundles enjoy a 005-008 click through rate (industrystandard is generally accepted as 003-005)

1 BannerAd Protile Page

~eneraiiysppeari in one hiomat df a f f f e

CastStudies Businesses w h o upgraded the l rweb presence wlth Prem~um Dlsplay Ads

Business Fltness Centre Business Automotive Dealershy Upgrade Base Program t Premlum Display Ads 303 Upgrade Base Program t Prern~umDisplayAds 667t Contextual Display ~ d s -

CHANNEL Health and Wellness

PRODUCT Web Ad ChannelWeb Ad TRAFFIC 808 Unique V~sitors

I NetherconChevroM Appears randomly in rotation REG TRAFFIC 378 Unique V~sitors I ~ e w amp u s e d in 4th to lGth position on the Vehicle Sales INCREASE Over 2x the averageI SeMce B Pam side panel throughoutthe entire I Channel 7 oositionr Maximum

ltem SIC-10-01 PrepareTo Be Amazed Attachment 5

Office of the Auditor General

June 102010

To Members of the Strategic Initiatives Committee

From Ron Foster Auditor General

I have read report SIC-10-01 Broadcast Advertising Proposals and Metroland Digital Network Proposarand have discussed the report with staff I support the recommendations of staff

Ron Foster Auditor General


evolved from solely newspaper to include a mix using newspaper television radio and other mediums

The benefits of utilizing radio and television allow the City to cost effectively reach target audiences outside of the City which promotes business development and improves our image Community newspapers target residents as it provides timely and relevant municipal service information Also the Citys nine-month pilot e-communication strategy has proven to be an effective communication medium to provide relevant information to residents on news items public service announcements special events meeting and road closure notices and city emergency situationslmajor incidents

Channel 12 has submitted a proposal themed Community Partnerships The proposed 201012011 campaign would focus on the City of Oshawa Corporate Business Plan An Agenda for Prosperity amp Renewal The objective of the new campaign would be to highlight the many opportunities that exist in Oshawa to increase interest and attract new investment in the city

In July 2007 the City launched an upbeat radio jingle in collaboration with Durham Radio The purpose of the radio jingle was to replace stock music that was being used for City commercials The City jingle has been well received by the community as it promotes the Citys brand and provides a consistent audio cue for listeners to recognize the Citys commercials Durham Radio has submitted a 20102011 proposal recommendingthat the City continue with the morning news sponsorship on each of the three radio stations

In addition Rogers TV has submitted a 201012011 Community Sponsorship Media Bundle proposal to continue to advertise on First Local News and OHL Primetime Rogers TV would produce one new commercial to promote the citys tourism events Rogers TV would also include in the commercial rotation schedule the approved 2009 commercials that focused on the downtown and recreation amenities

Metroland Digital Network has submitted a proposal relating to an online advertising initiative utilizing wwwdurhamreaioncom The proposed initiative would feature three rotating advertisements to appear on the various wwwdurhamreaioncom websites The City would receive 10000 impressions a month randomly rotating on the following Metroland websites Uxbridge Times-Journal Port Perry Star Pickering News Advertiser Ajax News Advertiser Whitby This Week Oshawa This Week Clarington This Week Northumberland News and Brighton Independent Potential content could relate to City of Oshawa promotional initiatives and campaigns such as events recreation program registration snow clearing reminders etc

The Channel 12 Television Durham Radio Inc and Rogers TV proposals are appended as Attachments 1 2 and 3 respectively The proposals are recommended as they satisfy the Citys communication objectives-respect the Citys budget limitations and where applicable take advantage of ideal filming conditions




41 General


42 Auditor General


50 ANALYSIS

51 Background

























Event emcee


$26400 $600 32



Total Value


$60000+



Total Cost


$26400













$34268 $659


Mon -Fri 6am- loam



523 Rogers TV

$46768 $34268












Annual investment


$12500










1 spot per show $27800 $12500














Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

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-

r -




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t a-



-ln

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A



-4

Channel 12 Delivers



















= ea

r

uU

Z

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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(i

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010








41 General


42 Auditor General


50 ANALYSIS

51 Background

























Event emcee


$26400 $600 32



Total Value


$60000+



Total Cost


$26400













$34268 $659


Mon -Fri 6am- loam



523 Rogers TV

$46768 $34268












Annual investment


$12500










1 spot per show $27800 $12500














Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



-ln

-lnaJ w2 2

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r 1-7

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A



-4

Channel 12 Delivers



















= ea

r

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010

























Event emcee


$26400 $600 32



Total Value


$60000+



Total Cost


$26400













$34268 $659


Mon -Fri 6am- loam



523 Rogers TV

$46768 $34268












Annual investment


$12500










1 spot per show $27800 $12500














Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

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- -- -






-

r -




------- -- - - --




t a-



-ln

-lnaJ w2 2

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r 1-7

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A



-4

Channel 12 Delivers



















= ea

r

uU

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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(i

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010















$34268 $659


Mon -Fri 6am- loam



523 Rogers TV

$46768 $34268












Annual investment


$12500










1 spot per show $27800 $12500














Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



-ln

-lnaJ w2 2

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A



-4

Channel 12 Delivers



















= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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3E

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--0

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(i

Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010















Annual investment


$12500










1 spot per show $27800 $12500














Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



-ln

-lnaJ w2 2

~t

wa

r 1-7

6




A



-4

Channel 12 Delivers



















= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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3E

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(i

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010


















Total Cos t


$2400 12 months

10000

$2400








Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



-ln

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6




A



-4

Channel 12 Delivers



















= ea

r

uU

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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(i

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010











Table 5








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



-ln

-lnaJ w2 2

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A



-4

Channel 12 Delivers



















= ea

r

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Z

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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5

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U

U)

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(i

Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010








City ~ a k ~ e r

Attachments (5)

Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



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A



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Channel 12 Delivers



















= ea

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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gt 0

U

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





Item S

IC-10-01

I A

ttachm

ent N

o 1

---




- -- -






-

r -




------- -- - - --




t a-



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= ea

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





---




- -- -






-

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------- -- - - --




t a-



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Channel 12 Delivers



















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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





- -- -






-

r -




------- -- - - --




t a-



-ln

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~t

wa

r 1-7

6




A



-4

Channel 12 Delivers



















= ea

r

uU

Z

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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3E

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010








t a-



-ln

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wa

r 1-7

6




A



-4

Channel 12 Delivers



















= ea

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Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





-ln

-lnaJ w2 2

~t

wa

r 1-7

6




A



-4

Channel 12 Delivers



















= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010








A



-4

Channel 12 Delivers



















= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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2

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





-4

Channel 12 Delivers



















= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010














= ea

r

uU

Z

c a


Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

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3E

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U)

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April 22 2010

Table of Contents


















































gottarent(Om

















June 102010






Proposal for the

City of Oshawa


KNew Country FM











KX96 New Country FM












U)

U)

3E

2-

-(Ij

a3

2

2 ur m

a 2

- s

5

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U)

([Is gt

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(i

Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010















KX96 New Country FM












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U)

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Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010
















U)

U)

3E

2-

-(Ij

a3

2

2 ur m

a 2

- s

5

U) ([I

0 - a E

a ([I

z

-a 0

U) a

-I-

+

3 s

0 3

38

s

U)

a 5

E a

I= cn^

([I 5 s

Q =-- 0

a n m

nu

gt

a

-0

i3 -

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-- a m=

6

2 -=IQ a

U)

s 5

F s

([I m

a m

E

Q

E 5 - F

U) - Q

r

a E

gt 0

U

U)

([Is gt

([IU

--0

I

(i

Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010





(i

Oshawa














April 22 2010

Table of Contents


















































gottarent(Om

















June 102010









April 22 2010

Table of Contents


















































gottarent(Om

















June 102010



















































gottarent(Om

















June 102010




















June 102010





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