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Spring 2007 DE Branding Campaign. Kay Zimmerman & Heather Barbour DELTA Marketing & Partnership Development. DELTA Marketing & Partnership Development. DELTA Marketing & Partnership Development. DELTA Marketing & Partnership Development. DELTA Marketing & Partnership Development.
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Spring 2007 DE Branding Campaign Kay Zimmerman & Heather Barbour DELTA Marketing & Partnership Development
Cross & Associates • Media placement… • Kay Zimmerman(DELTA Mgmt.) • Hillisha Haygood(DELTA Business & Tech. Applications Analyst)
DELTA Project Management Rebecca Swanson Melissa Williford Angie Chiatello Kay Zimmerman Heather Barbour Mike Cuales Amanda Robertson Ben Huckaby DELTA Interns Vendors
Upcoming Projects • DE Photo Shoots (May-June) • DE Marketing Planning Retreat (June) • DE Summer Ad in NC State Alumni Magazine (June) • New Back-End Marketing Tool for Interactive Campaigns (July)
Cross + Associates • Campaign Goals • Raise awareness in both the business and corporate communities of NCSU’s Distance Education program • Drive traffic to the landing page to learn more about the program
Strategy • Use NPR radio in Raleigh, Greensboro and Charlotte to reach a business minded professional and to expand our frequency of message • Use the NC News Network to reach the 51% of NC’s 35+ population that lives outside of these three metros • Use statewide business publication to expand reach beyond radio • Use “local” advertising in national business publications
Online Strategy • Use www.gopack.com site that has local and partner relationships with the university • Google and Yahoo search campaign
Recommendations • NPR Radio • WUNC (Raleigh) • WFDD (Greensboro) • WFAE (Charlotte) • Highly educated audience • Skews slightly male • Spot will be in good company
Recommendations • NPR Radio Audience Profile • 75.9% have a college degree • 52% Male • 42% earn $250,000+ • 63% use online services • 63.8% are Executives & Managers or are a Small Business Owner
Recommendations • NC News Network • Provides news, sports, weather and special programming to 76 radio station affiliates across the state • Strength lies in reaching those North Carolinians, 25+, that live in both the metro and rural areas of the state
Recommendations • NC News Network Audience Profile • News Listeners are 89% more likely to be a college graduate and 135% more likely to hold a post-graduate degree • 85% more likely to be in Management • 64% more likely to earn $75+
North Carolina News Network… Full State Coverage North Carolina Major Metro Areas 51% of North Carolina’s 35+ population lives outside of the three major metro areas. If you buy only the major metros, you miss half of the state’s population. North Carolina 35+ Population: 4,520, 651* Major Metro 35+ Population: 2,221,984*
Recommendations • Business North Carolina • Statewide Business Publication • Well-educated readers • Circulation – 30,466
Recommendations • Business North Carolina Audience Profile • 83% have a college degree • 86% Male • Average Household Income - $184,000 • 72% of subscribers are in top management
Recommendations • MNI Executive Network • Business Week, Fast Company, Forbes, Fortune, Fortune Small Business, Inc., Money • Well-educated readers • Advertiser will be perceived as being “larger” than they are • Circulation – 56,300 (in Raleigh/Durham area)
Recommendations • MNI Executive Network Audience Profile • 50% have a bachelor’s degree • 63% Male • Median HHI - $83,400 • 41% of subscribers are professional/ managerial
Recommendations • Gopack.com • Establishes a local presence and reach among alumni and students • Good partnership with the university
Acquisition Campaign Google Yahoo *See terms and creative copy sheet*
Spring 2007 Branding and Acquisition Flowcharts *See handout*
