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Marketing Activation Options

Marketing Activation Options. Tier 1: Priority programs originating from Editorial or Marketing, requiring custom build from Development (CBE). Ex: Ask America Tier 2: Editorially led programs, requiring mid-level Marketing support. Ex: Year in Review

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Marketing Activation Options

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  1. Marketing Activation Options Tier 1: Priority programs originating from Editorial or Marketing, requiring custom build from Development (CBE). Ex: Ask America Tier 2: Editorially led programs, requiring mid-level Marketing support. Ex: Year in Review Tier 3: Campaigns requiring low-level marketing support (social activation, sweepstakes): Ex. Biden Interview

  2. Network Media What: Class 1 & Class 2 inventory (requires purple dollar allocation) – flash/animated; MIP units - static (no budget required – filler inventory, non guaranteed) How: Marketing builds units & schedules with brand ops Who: contact Brand Creative Group or Jeff Boissier for creative; Eric Jackson for scheduling

  3. Network Media Units

  4. Front Page What: Animated masthead; Bottom carousel How: Marketing provides assets, FP team creates & builds Who: contact Patty Spryakos (masthead); Shelly Moss (carousel)

  5. In Product Units What: editorial units within the product experience How: Marketing typically provides assets, product team creates & schedules Who: varies by product team

  6. In Product Units

  7. Email Campaign What: Dedicated program email and/or inclusion in audience campaigns (e.g. ACE email) How: Marketing can provide final creative or outsource; CheetahMail for email distribution Who: Sue Coakley & team

  8. Social Media What: Promotion on Yahoo! corporate & Yahoo! property Facebook pages & Twitter accounts (posts, ads); article placement in Yodel blog (yodel.yahoo.com); partner promotion within social channels; content stream creation on Facebook (is this entity following?) How: Marketing creates required assets; channel managers typically responsible for distribution Who: Yahoo! Corporate FB and Yodel pages (Lucas Mast); Yahoo! property FB pages/Twitter accounts – varies

  9. Internal Comms What: Backyard announcements, animated Backyard header, campus posters, employee sweepstakes How: Marketing or Brand Creative provides final artwork and handles print production (if any) Who: Jennifer Shalamanov (Corp Comms); link to poster page on BY

  10. Offline What: Marquee Billboard in SF market How: Marketing provides final copy or copy direction Who: Allison Rowe

  11. Radio What: Radio inventory on CBS channels, streamed through Yahoo! Music How: Marketing provides brief to agency who creates script(s) Who: Allison Rowe Ask America

  12. Experiential What: Unique, custom offline events designed to engage consumers around a program or audience focus How: Marketing leads all aspects of event management Who: Andrew Strickman

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