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Marketing Budget

Marketing Budget. 2013 Planning. Advertising Options – New England. Captivate Clear Channel Outdoor Digital NECN Cable Television WBUR BBJ & MHT Email Advertising Unique Events. CAPTIVATE elevator ads. Captivate viewwes. Captivate – more on overall viewers. Captivate creative options.

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Marketing Budget

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  1. Marketing Budget 2013 Planning

  2. Advertising Options – New England Captivate Clear Channel Outdoor Digital NECN Cable Television WBUR BBJ & MHT Email Advertising Unique Events

  3. CAPTIVATE elevator ads

  4. Captivate viewwes

  5. Captivate – more on overall viewers

  6. Captivate creative options

  7. Captivate creative options

  8. More creative options

  9. More creative options

  10. More creative options

  11. Captivate

  12. Captivate Geographic options

  13. Captivate Costs Nationwide options – all DMAs would include Atlanta, DC, etc. Boston Market Only • 59 buildings • 579 screens • 2.3m impressions (based on 10 spots/hour, Neilson rankings on 4 hour day parts (7am-11, 11-3, 3-7pm) $40k to buy into Boston market for 4 week campaign • Gets event more $$ to carve out only the buildings that you want • Sending more information on other advertisers and how they buy (Goulston & Storrs, etc.)

  14. CLEAR CHANNEL digital billboards

  15. Clear Channel Digital Outdoor Locations - 7 EYES ON impressions (EOI) – measurement for outdoor media that count how many see the ad. includes certain features of traditional media (impressions, reach & frequency, demographics)

  16. Clear Channel Digital Outdoor Locations - 7

  17. Demographic data from ClearChannel

  18. More data from ClearChannel

  19. Outdoor Digital Costs Five billboard locations on Route 93 • $12,500 for 4-weeks (minimum campaign) • Rotating ads from 8 other advertisers for :10 each • Run 24-hours, no specific purchasing for a.m. or p.m. drive times Two billboard locations in Lawrence on Route 495 • $8,500 for 4-weeks (minimum campaign) • Same In the process of getting several more, hoping to have more by Q22013 (click here for more details on current 7)

  20. NECN cable television

  21. Market Average Educational Degree Any College 62% 65% Bachelors+ 35% 35% Any Post Graduate 17% 20% Residence Own 69% 76% Market Value of Home $300,000+ 39% 45% $350,000+ 29% 34% $500,000+ 12% 12% Always Vote in Elections Local 42% 55% State 57% 73% Presidential 81% 91% Market Average Household Income $75,000+ 47% 47% $100,000+ 31% 32% $150,000+ 16% 16% Purchase Decision Maker Any Business Decision 17% 19% Computer Hardware/Software 9% 12% Employment/Occupation Management, Business, & Financial Ops 12% 14% Self-Employed 7% 8% Read As: 91% of TWIB Viewers ALWAYS vote in the Presidential election, 10% higher than the market average of 81%. Source: Scarborough Boston-MA, Syndicated Mr11-Feb12, NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

  22. Affluent Adults 35+ Watch NECN A35+ & Household Income $150,000+ M35+ & Household Income $150,000+ Top 40% Radio Listener Top 40% Newspaper Reader Top 40% Radio Listener Top 40% Newspaper Reader Average Adult Average Adult Broadcast Primetime Viewer Broadcast Primetime Viewer Cable News Viewer Cable News Viewer Read As: Adults 35+ with a household income of $150,000+ are 23% more likelyto watch NECN than the average adult in the Boston market. Source: Scarborough Boston-MA, Syndicated Mr11-Feb12, NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

  23. Top Professionals Watch NECN Primary Job Title: CEO, CFO, CIO, Owner, Chairman, President, or Vice President Top 40% Newspaper Reader Top 40% Radio Listener Broadcast Primetime Viewer Average Adult News Viewer Read As: Adults with a top professional occupation are 45% more likelyto watch NECN than the average adult in the Boston market. Source: Simmons Boston-MA, Spring 2011 LOCAL. NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

  24. Adults 35+ Make Medical Insurance Purchase Decisions Business Medical InsurancePurchase Decisions Involved Last 12 months: Medical Group Insurance Top 40% Newspaper Reader News Viewer Broadcast Primetime Viewer Average Adult Top 40% Radio Listener Read As: Adults 35+ who have made a business purchase decision involving medical group insurance in the past 12 months are 37% more likely to watch NECN than the average adult in the Boston market. Source: Simmons Boston-MA, Spring 2011 LOCAL. NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

  25. Option One- January-December 2013 • Rates are for 30-second commercials. • Paid spots air 3 weeks each month. • Bonus spots and Sponsorship spots run 4 weeks per month. • CEO Corner Presenting Sponsorship includes custom animation with audio tag and on-screen logo leading into the show. • NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business. • Total Investment: $5130 per month, $61,560 in 2013 • _____________________________________________ • Signature/Date

  26. Option Two- January-December 2013 • Rates are for 30-second commercials. • Paid spots air 3 weeks each month. • Bonus spots and Sponsorship spots run 4 weeks per month. • CEO Corner Presenting Sponsorship includes custom animation with audio tag and on-screen logo leading into the show. • NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business. • Total Investment: $4380 per month, $52,560 in 2013 • _____________________________________________ • Signature/Date

  27. Option Three- January-December 2013 • Rates are for 30-second commercials. • Paid spots air 2 weeks each month. • Bonus spots and Sponsorship spots run 4 weeks per month. • NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business. • Total Investment: $3510 per month, $42,120 in 2013 • _____________________________________________ • Signature/Date

  28. BBJ email sponsorship

  29. Advertising Options – New England Captivate Elevator Network Clear Channel Outdoor Digital Looking into other potential options for static non-digital outdoor NECN Television WBUR Radio Last year rates - we were on 18 weeks @ $2,333/week (spent $42k total for first ½ of 2012) BBJ & MHT Email sponsorship – Startup & Venture Capital top spot taken (Wilmer Hale), other spots avail Other daily emails available – Healthcare Daily (new!), Tech Flash, Bio Flash

  30. EVENTS Unique venues

  31. Event Ideas Curling at “Broomstones” in Weston Club rentals available for 3-hours Allows for a bartender and can bring in a caterer if approved

  32. Event Ideas Shooting at Dedham Country Club Working out permits to allow for gun rentals/use of members, can only host 15-20 guests max Invite to ask for interest (Yes - but need training and use of gun, Yes – licensed enthusiast) Design our own day and propose to club (11:00 arrival, training, lunch, competition, cocktails)

  33. Event Ideas A day at the Canons Brendan working on the field access prior to game (with special clinic hosted by Brendan) Group ticket purchase ($20/each)

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