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Employease 2000 Media Proposal. Tuesday, April 4, 2000. Overview Parameters Budget Timing Geographic Coverage Target Audience Review Objectives Strategies Tactics Digital 1/0 Media Selection Process Media Evaluation Criteria Schedule Development Process. Recommended Schedule

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employease 2000 media proposal

Employease 2000 Media Proposal

Tuesday, April 4, 2000

table of contents
Overview

Parameters

Budget

Timing

Geographic Coverage

Target Audience Review

Objectives

Strategies

Tactics

Digital 1/0 Media Selection Process

Media Evaluation Criteria

Schedule Development Process

Recommended Schedule

Digital 1/0 Rankers

Digital 1/0 Summary

Vehicle Selection

Rationale

Schedule/Flowchart

Budget Summary

Value Added Merchandising

Online Program

Appendix

Closing Dates

Circulation Comparison

Editorial Comparison

Publication Duplication

Syndicated Summary

Table of Contents
overview
Overview
  • Purpose of this plan is to launch Employease corporate brand identity and brand positioning to a national target audience
  • Both business and HR audiences will be targeted
  • The plan will seek to build a high level of awareness in an efficient and effective manner
parameters
Parameters
  • Timing: May 2000 through February 2001
  • Budget: $2,500,000
  • Geographic Coverage
    • Domestic U.S.
  • Ad Unit: Spread, 4C, Page 4C, Online units
target audience review
Target Audience Review
  • Job Titles/Functions
    • Top management and CxO level of companies:
      • Searching for methods of streamlining the efficiencies of their business operations
      • Seeking to achieve a higher level of strategic benefit from their HR departments
    • HR management in need of more effective means of managing their departments and their company’s personnel
      • Those who recognize the value of and the benefits of higher level HR functions
objectives
Objectives
  • Develop a media program that targets those having influence over their company’s business processes and human resource strategies
  • Launch with a heavy-up flight at campaign launch. Sustain with maintenance level
  • Choose media based on their ability to reach the specific target audiences
  • Seek budget-extending, value-add programs capitalizing on trade show and seminar events
strategies
Strategies
  • Deliver flighted brand awareness program to CxO and top management
    • Maximize exposure with weekly business journals
  • Support brand building efforts to HR audiences with longer shelf life media
    • Monthly trade media that reach the individual target audience titles
  • Select media that is editorially suited to those companies that have adopted the value of strategic HR
  • Launch with Spreads. Follow with full pages
strategies1
Strategies
  • Support brand online with an Internet program
    • Banners,email newsletters, direct email, content sponsorships and partnerships
    • Build brand and deliver information in addition to increasing web site traffic
  • Develop high frequency levels in-flight across key target segments to achieve objectives
    • With budget in mind, develop a schedule consisting of compressed flights to maximize awareness
      • Launch heavily
      • Follow with maintenance
strategies2
Strategies
  • Ensure relevant context for message positioning:
    • Business Methods Business Success
    • Human Resource Issues Human Resource Success
      • Use business focused media for relevant alignment with Employease business benefits
      • Use HR focused media for relevant alignment with Employease Human Resource specific benefits
strategies3
Strategies
  • Establish exacting criteria for media evaluation
    • Ensuring cost-efficient and effective reach of all target audience segments
  • Institute specific process for measuring, rating, and selecting media using these criteria
  • Establish Metrics  Evaluate  Score  Select
the digital 1 0 selection process
The Digital 1/0 Selection Process
  • Numerical evaluative process placing strategic selection criteria behind the numbers
  • Establishes and controls the selection process parameters
  • Provides logical rationale for media selection
  • Captures qualitative evaluators and translates to quantitative
the digital1 0 selection process
The Digital1/0 Selection Process
  • Measurement criteria translated into logical (the 1/0) values
    • Setting minimum thresholds for each measurement
      • Example - for business publications, target audience threshold settings are:
        • 30% + of circulation must be Cxo’s
        • 95% of circulation must be qualified within one year
  • Media ranked by cumulative ratings across multiple criteria
    • Detailed ratings and threshold values shown in Appendix
media evaluation criteria
Media Evaluation Criteria
  • Target audience coverage
    • Percent of circulation that matches target audience definition (job title)
    • Percent of circulation reaching companies in the “mid-market” as defined by revenue and employee size
    • “Plan to buy/involved in purchase of” rankings from syndicated research
      • Involved in acquisition of Accounting/Payroll Software
      • Plan to Acquire Accounting/Payroll Software
media evaluation criteria1
Media Evaluation Criteria
  • Editorial quality
    • Measured by ratio of ads to editorial content and growth in ad pages
    • Topic Affinity. Does the medium cover the relevant issues?
  • Circulation Vitality/Readership
    • Measured by percent re-qualified within one year
    • Measured by percent direct written request/paid
    • Measured by time spent with publication
  • Cost-efficiency
    • Measured by cost per thousand on total circulation
schedule development process
Schedule Development Process
  • Front load schedule for effective and fast brand building
  • Using recommended media, maximize impact by determining effective in-flight frequency
    • Establish criteria corresponding to issue frequency:
      • Weeklies: Minimum 2 out of 4 insertions
      • Bi-Weeklies: Minimum 1 out of 2 insertions
digital 1 0 criteria the numbers
Digital 1/0 Criteria: The Numbers
  • Top Management Ranker
  • Chairman/CEO Ranker
  • Treasurer/CFO Ranker
  • Involved in acquisition of Accounting/Payroll Software
  • Plan to Acquire Accounting/Payroll Software
  • Digital 1/0 Summaries: Business and HR
digital 1 0 criteria top management ranker
Digital 1/0 Criteria: Top Management Ranker

Source: Intelliquest CIMS v6.0

digital 1 0 criteria involved in acquisition of accounting payroll
Digital 1/0 Criteria: Involved in acquisition of Accounting/Payroll

Source: Intelliquest

recommended media
Recommended Media
  • Business 2.0
  • Fast Company
  • Wall Street Journal
  • CFO
  • HR Executive
  • HR Magazine
  • Workforce
print value added merchandising
Print Value Added Merchandising
  • Business 2.0
    • Rate Structure
      • 18x frequency rate, 9% discount off earned rate
      • $14,689 net per page 4C, $37,648 net per spread 4C
    • Merchandising Package
      • Website Hotlink for duration of program
      • Two Advertising Studies
      • Sponsorship of conferences/ seminars
print value added merchandising1
Print Value Added Merchandising
  • Fast Company
    • Rate Structure
      • 10x frequency rate
      • $27,302 net per page 4C, $54,604 net per spread 4C
    • Merchandising Package
      • One Starch advertising study, opportunity to add one question to study
      • Hotlink on website for every month advertised
      • 7,000 Direct Mail names
      • Premium positioning charge waived
print value added merchandising2
Print Value Added Merchandising
  • Wall Street Journal
    • Rate Structure
      • 10,000 line rate contract
      • Mix of half page black & white and fractional pages
      • $101,890 net full page black & white, $39,038 net for fractionals
    • Merchandising Package
      • Cocktail party to be hosted by WSJ in conjunction with a tradeshow (TBD)
      • Inserts into various Airport copies of WSJ
      • Three Starch (advertising studies) Reports
print value added merchandising3
Print Value Added Merchandising
  • CFO
    • Rate Structure
      • 24x frequency rate, 6% discount off 6x earned rate
      • $43,851 net per page 4C, $87,702 net per spread 4C, for each page over 6x (pages 7 & 8) there will be a 50% discount off the page rate
    • Merchandising Package
      • Web banners for 6 months
      • Complimentary exhibitor package at eCFO confernce (Atlanta, September 2000)
print value added merchandising4
Print Value Added Merchandising
  • HR Executive
    • Rate Structure
      • 12x frequency rate, 13% discount off 6x earned rate
      • $9,486 net per page 4C, $17,077 net per spread 4C
      • $7,590 net for one page listing in Resource Guide
    • Merchandising Package
      • Benefit Sales Locator Database Reports
      • Complimentary literature release
      • Web site guide listing
      • Maximum discount on the Resource Guide
print value added merchandising5
Print Value Added Merchandising
  • HR Magazine
    • Rate Structure
      • 18x frequency rate, 6% discount off 12x earned rate
      • $7,100 net per page 4C, $13,600 net per spread 4C
    • Merchandising Package
      • Direct mail lists
      • Ad Reprints
      • Merchandising Letter from the publisher
print value added merchandising6
Print Value Added Merchandising
  • Workforce
    • Rate Structure
      • 24x frequency rate, 19% discount off 6x earned rate
      • $4,023 net per page 4C, $8,046 net per spread 4C
    • Merchandising Package
      • Product information listing
      • Three Workforce Tools online listing to run for a 12 month period
      • Tools HR and Product service directory listing
      • List rental of either the subscriber list or opt-in registered user list
online program objectives
Online Program Objectives
  • Support offline efforts to build brand
  • Sites are considered based on @Plan syndicated rankers and site profiles
  • Sites will be chosen based upon ability to effectively and efficiently deliver the target audience
  • Target 10-20,000,000 impressions over flight
    • 50% banner type creative
    • 30% email sponsorship, direct email
    • 20% site content sponsorship/partnership
  • Allocated budget of $250-500,000
  • Flight length of 4-6 months
online program strategies
Online Program Strategies
  • Optimize buy as it progresses
    • Closely monitor site performance and change accordingly
  • Effective tracking
    • Third party ad serving is recommended
    • Pixel dot cookie tracking
target online site rankings personnel hr training dept
Target Online Site Rankings: Personnel/HR/ Training (Dept.)
  • Un-Measured Sites
  • SHRM
  • Workindex.com
  • Workforce.com
recommended online program
Recommended Online Program
  • Recommended Sites (Potential)
  • CFO
  • 24/7 email
  • Postmaster Direct
  • SHRM
  • Workindex.com
  • Workforce.com
  • Individual.com
  • BusinessInsurance.com
  • BenefitsLink.com

Full plan to follow upon budget approval

increased budget scenario 4 5m
Increased Budget Scenario: $4.5M
  • Increase print budget allocation
    • Launch campaign with spreads (all options)
    • Increase reach to a broader business and HR audience
      • Add additional business books (Business Week, Forbes, Fortune)
      • Add Time demographic and geographic editions (some tests)
  • Add national radio
    • National networks
      • ESPN Radio, Dow Jones Money Report, Wall Street Journal Report, CBS News Network, CBS Marketwatch
increased budget scenario 4 5m1
Mobile billboards

Show site billboards

Airport dioramas

Handouts

Windshield litter

Aerial

Trade show programs

Pre-trade show issues

NPR radio in trade show market

Local newspaper/business publication placements

Hotel distributions/in-room programs

Physical banners

Sandwich boards

Increased Budget Scenario: $4.5M
  • Identify key industry trade shows
  • Create promotional programs to build awareness of Employease’s presence at the show
    • Both pre and at-show programs:
next steps
Next Steps
  • Reach consensus on recommended schedule
    • Discuss client preferences
  • Provide editorial calendars for recommended issues
  • Provide Schedule Approval Forms
  • Provide Merchandising Schedule
  • Deliver quarterly Positioning Report
your approval

Your Approval:

_________________________ _______________

Virginia Bart Date

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