1. 1. OUR STORY 30+YEARS IN THE COMMUNICATIONS INDUSTRY PRODUCTION DISTRIBUTION MEASUREMENT FIFTH STORY National network of print, online and broadcast media contacts Chosen by the CPRS to manage MRP, the industry standard in earned media measurement
2. 2. 2014 WAS A GREAT YEAR! EARNED MEDIA PICK-UPS 51,000 PICK-UP PER CLIENT IN ENGLISH CANADA +12% +140% PICK-UP PER CLIENT IN FRENCH CANADA 274clients
3. 3. 2014 PRINT AND ONLINE MEDIA SURVEY
4. 4. 2014 PRINT AND ONLINE MEDIA SURVEY
5. 5. CONTENT PRODUCTION & DISTRIBUTION FOR EARNED MEDIA PICK-UP
6. 6. 150 to 450-word articles 60-second radio segments 1 to 3-minute online videos CONTENT PRODUCTION FOR EARNED MEDIA PICK-UP The content has to be: B2C Editorial Consumer-centric Lifestyle-related Informational, educational, entertaining Available to the media free of charge and copyright
7. 7. CONTENT DISTRIBUTION FOR EARNED MEDIA PICK-UP The media select content up to a month or more in advance. This is why we distribute our monthly issues the 1st day of the month prior. Taking into account the production and distribution timelines, you need to plan your content 3 months in advance. September issue Material deadline: July 1 Distribution: August 1
8. 8. HOW TO CREATE TIMELY CONTENT
9. 9. [WRITING GUIDELINES] (ARTICLES) The length has to be representative of medias needs. Too short no room to craft a story Too long lose editor/readers interest & start cheerleading for brand Attract editors eye on our media website How to, Tips for, and inclusion of Canadian are tricks for instant engagement. Be sure to use an active voice and write in the present tense. Editors are busy. A strong lead encourages them to lead on. Very broad information in the lead to engage multiple audiences. No brand mentions please! The majority of our pick-up happens in small to medium sized communities across Canada, including both rural and city environments simple information Informal, conversational tone works for all content. All readers, regardless of age or demographic, respond to writing that is casual, relaxed and informative in an easygoing way. Shiny object Lifestyle shots of people enjoying themselves Product is secondary in image no product shots!
10. 10. SUBJECT Choose a lifestyle topic that appeals to as many editors and demographics as possible. Be informational and entertaining. Tell a story in a way that makes the important interesting, and the interesting important. At least one article should be seasonal. Editors are looking for quality content that appeals to a wide audience, and usually dont have the time to write engaging date- specific pieces. Tip: Seasonal/timely content does not just refer to Christmas and Thanksgiving. Write about smaller, more niche events such as Remembrance Day, Mothers Day or Movember.
11. 11. CONTENT MARKETING EDITORIAL CALENDAR [Free download]
12. 12. HOW TIMELY CONTENT CAN HELP YOU GAIN GREATER EARNED MEDIA COVERAGE
13. 13. TIMELY CONTENT = SUCCESSFUL CONTENT In the top 10 English articles for 2014, 3 were seasonal: #1 Modernize Quickly With The Top Dcor Trends For Fall (Hunter Douglas Canada Inc.) 204 clips #8 Resolve To Keep Your Resolution This Year (Target Canada) 154 clips #9 Freshen Your Home For The Holiday Season (KAZ Inc.) 146 clips
14. 14. HOME DEPOT TIMELY ARTICLE CLEANING AFTER A FLOOD Results 60 clips 2.2 million impressions
15. 15. HOME DEPOT TIMELY ARTICLE PREPARE YOUR HOME FOR SPRING Results 114 clips 9.4 million impressions
16. 16. HOME DEPOT TIMELY ARTICLE DECK OUT YOUR OUTDOORS FOR SPRING Results 193 clips 11.5 million impressions
17. 17. TD CANADA TRUST TIMELY RADIO SEGMENT HOLIDAY TRAVEL Title: Tis the season to travel merry Length: 60 seconds Distribution Date: December 3, 2014 Reporter Script The winter season can a busy time for travel, from those looking to escape the cold or just travel home for the holidays. A recent TD survey found that over 80 per cent of Canadians belong to at least one travel rewards program, so booking winter travel through rewards may be in the cards. According to Shawnnette Fraser of TD Canada Trust, if travellers plan to book through rewards, now is the time to start thinking about those travel plans. Audio Quote Planning ahead can save time and money. Before you book, consider any added benefits available through your travel rewards credit card, like the travel insurance coverage, concierge services and airline perks offered through cards like the TD Aeroplan Visa Infinite. Reporter Script Fraser reminds credit card holders that while there are many benefits to be had by rewards programs, ensure the credit card bill is paid in full and on time each month to get the full benefit of the program. Results 37 clips 1.5+ million impressions Picked up by radio stations such as: CKMO FM (Village 900) in Victoria CHBM FM (Boom 97.3) in Toronto CFUR 88.7 FM in Prince George
18. 18. CDIC TIMELY ONLINE VIDEO FINANCIAL CRISIS