1 / 16

casa: RECOMMENDATIONS

casa: RECOMMENDATIONS. CASA: CURRENT SITUATION. STRATEGY: To publicly communicate the CASA message with enough frequency, consistency and longevity to:. Create brand awareness of the CASA name throughout the State of Illinois Educate Illinois citizens about what CASA does

sydney-ayers
Download Presentation

casa: RECOMMENDATIONS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. casa: RECOMMENDATIONS

  2. CASA: CURRENT SITUATION STRATEGY: To publicly communicate the CASA message with enough frequency, consistency and longevity to: • Create brand awareness of the CASA name throughout the State of Illinois • Educate Illinois citizens about what CASA does • Drive a significant new number of people to invest their time, expertise and/or money to CASA Illinois

  3. CASA: RECOMMEDNATIONS • JUST SAY NO TO TRADITIONAL MEDIA: • Print (newspapers, tabloids, magazines, etc.) is expensive without significant returns. • 1 - 5” x 6” ad in the Peoria Journal Star costs $1,000 (average) • Lower retention levels than other media • Passive medium—advertisers must spend big to achieve enough frequency for success • For best results, must combine with broadcast media • One ad, placed just once throughout the state, could use up majority of your annual budget

  4. CASA: RECOMMEDNATIONS • JUST SAY NO TO TRADITIONAL MEDIA: • Radio is most promising among traditional media • Theatre of mind; used effectively to motivate or inform • Works best when advertisers makes long-term commitments or short-term “can’t be beat” offers • Requires significant frequency • Should reach listeners 3x – 5x per week for a minimum of 13 weeks for optimal retention and effectiveness • COSTLY: 26 week radio schedule on one Peoria FM radio station averages $17,400 • Biggest mistake: advertisers stop advertising just when it’s beginning to work

  5. CASA: RECOMMEDNATIONS • JUST SAY NO TO TRADITIONAL MEDIA: • Television offers many options, but is too expensive • Most powerful, influential medium • Most expensive production costs • Requires consistency to establish equity position • LOCAL TV: Two weeks a month for reach/frequencyOn just one Peoria station with a top-rated newscasts: $8,200 - $11,700 • CABLE: More affordable, but audience is fragmentedEffective eight-week schedule on five Peoria cable networks: $4,300 -$5,500

  6. CASA: RECOMMEDNATIONS • JUST SAY NO TO TRADITIONAL MEDIA: • Outdoor is expensive for growth campaigns • Works best when paired with other media • Requires minimum of 3 month commitment per board • Need multiple boards per metro location to create buzz • More visible locations are most expensive • Statewide average for 3 month commitment: $2,000 per board • PEORIA: Annual commitment for one paper, vinyl or electronic board = $24,700 (not including production costs)

  7. casa: ALTERNATIVE MEDIA

  8. CASA: RECOMMEDNATIONS • CINEMA ADVERTISING: • Popular for reach, retention and cost-effectiveness • 8x more effective than TV for brand recall (20% higher brand awareness) • 3x more cost-effective than TV • Captive audience for sight, sound and motion • Frequent moviegoers = active community members • 18% more likely to belong to charity • 26% more likely to engage in fundraising • On average, sit in seats 13 minutes before movie.

  9. CASA: RECOMMEDNATIONS • CINEMA ADVERTISING: ScreenVision Schaumburg 18 screens @ $300 per week Video only Peoria 18 screens @ $270 per week Video only Elgin 15 screens @$225 per week Video only Orland Park 14 screens @ $210 per week Video only Beverly 18 screens @$270 per week Video only Bloomington/Normal 14 screens @ $210 per week Video only National Cinemedia Naperville 16 screens @ $208 per week Video/Audio Barrington 30 screens @ $390 per week Video/Audio Edwardsville 12 screens @$156 per week Video/Audio Carbondale 8 screens @ $104 per week Video/Audio Springfield 8 screens @ $104 per week Video/Audio Galesburg 8 screens @ $104 per week Video/Audio Peoria 14 screens @ $140 per week Video/Audio Rockford 16 screens @ $208 per week Video/Audio Quincy 6 screens @ $60 per week Video/Audio • All screens = $2,959 per week / $71k per 6 mos. • Downstate only = $1,356 per week / $33k per 6 mos. • Does not include creative or production charges

  10. CASA: RECOMMEDNATIONS • PUBLIC RADIO: • 15 NPR affiliated stations cover nearly all of downstate • 70% of listeners more likely to support organizations that support public radio • 80% of listeners have a more positive opinion of an organization that supports public radio • 61% of listeners are between 18-49. Adults 45-54 make up largest subgroup (27%) • 47% of listeners report annual HH income of $75K + • 59% own a home valued at $100K +.

  11. CASA: RECOMMEDNATIONS PUBLIC RADIO: Downstate Only - Morning Drive $5,000 for 10 spots/one week - Morning/Midday/Afternoon $4,000 for 10 spots/one week Chicago Only - Morning Drive $4,000 for 10 spots/one week - Morning/Midday/Afternoon $4,500 for 10 spots/one week

  12. CASA: RECOMMEDNATIONS • INTERNET: • Logical call-to-action for CASA • Site must: • Clearly, succinctly communicate relevant info • Be visually appealing • Tie into campaign to avoid disconnect • For now, CASA should invest dollars to update site rather than advertise online.

  13. CASA: RECOMMEDNATIONS • GUERRILLA: • Poster design / distribution • Church bulletin inserts • Dynamic presentations • Volunteer coordination programs • Cook County Court Watchers • Community Resource Network's Volunteer Center • Corporate Volunteerism Council of Chicago • JUF TOV Volunteer Network • National Retiree Volunteer Coalition • One Brick, Chicago chapter • Retired and Senior Volunteer Program • Taproot Foundation • Volunteer Bureau of Lake Forest/Lake Bluff • Volunteer Center • Volunteer Center of Dupage • Volunteer Center of New Trier Township • Volunteer Center of Northwest Suburban Chicago • Volunteer Center of United Way of Lake County • Volunteer Center of McHenry County

  14. casa: OPTIONS

  15. CASA: RECOMMEDNATIONS • OPTION #1: CINEMA ADVERTISING • Build CASA brand awareness and educate public regarding organization’s purpose • Reach highest number of downstate people for the longest period—all within budget • Reach audience with proven track record of supporting/ volunteering in local charity

  16. CASA: RECOMMEDNATIONS • OPTION #2: CINEMA/NPR • Both mediums reach large volume of ideal audience • Both are effective per dollar for awareness building • For optimal effectiveness—run 26 week campaign

More Related