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Think Beyond The Label 2010 Launch Initiative Media Plan Recommendation October 30, 2009 TBTL campaign to include the following elements: Cross-platform package(s) for high impact, buzz generation, and maximum efficiency

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tbtl campaign to include the following elements
TBTL campaign to include the following elements:
  • Cross-platform package(s) for high impact, buzz generation, and maximum efficiency
  • Base plan in major media vehicles to sustain messaging effort and build plan reach/frequency
    • National Sunday AM news programming
    • National Cable
    • National Radio
    • National Print
      • Consumer & trade publications
    • Digital display (site and e-newsletter) and video
    • Search engine advertising
considered cross platform packages to reach core target within multiple touch points
Considered cross-platform packages to reach core target within multiple touch points
  • Large-scale deals:
    • TIME Inc./Time Warner
      • TIME, TIME Global Business, Fortune, CNN, Headline CNN, CNNMoney.com, CNN.com & Fortune.com
    • NBC Universal
      • NBC Sunday Morning News, CNBC, MSNBC, Weather Channel, MSNBC.com, NBC.com & CNBC.com
    • Dow Jones Co.
      • Wall Street Journal, WSJ.com& the Wall Street Journal Digital Network
    • KSM/Fuor held joint meetings at KSM with representatives of all large-scale potential partners to explain goals of program and generate interest and relevant ideas from the media
  • Small-scale deals:
    • BBC Worldwide Americas
      • BBC America Channel, BBCA.com & BBC.com
    • ESPN
      • ESPNNews, ESPN, ESPN2, ESPN.com
    • Society for Human Resource Management (SHRM)
      • HR Magazine & SHRM.com
recommend partnership with time inc turner broadcasting
Recommend partnership with TIME Inc. / Turner Broadcasting
  • TIME Inc. / Turner Broadcasting package will align TBTL creative with credible, nationally recognized media properties that serve as news/business resource to both TBTL C-suite target and the general C-suite target
  • Package to include “100 Best Companies to Work For” program
    • Sponsorship includes media placements within Fortune, CNNMoney.com, CNN & HLN
  • Media schedules to run in the following properties:
100 best companies to work for inclusion integrated across multiple media properties
“100 Best Companies to Work For” inclusion integrated across multiple media properties

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  • Fortune: Since 1998, Fortune and the Great Places to Work Institute have partnered to produce the 100 best places to work special edition
    • Issue delivered to subscribers 1/25
  • CNN/HLN: Listed company profiles vignettes to run on-air week of 2/1
    • TBTL to receive (9) sponsorship billboard tags followed by :30 spot airing
  • CNNMoney.com/Fortune: Complement to the print edition within online version of feature
    • Additional exposure across well-established rankings/lists featured within the site
  • Total package value: $725K
time inc turner broadcasting cnn com
TIME Inc. / Turner Broadcasting – CNN.com

450x50 or 300x50 video overlay

770x600 transitional

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  • CNN.COM: achieve significant reach while strengthening TBTL cable spot messaging via pre-roll video, creating cross-platform synergies through Anderson Cooper Blog placements, and disrupting users with large, transitional units and video overlays
    • Also incorporate high impact section roadblocks and synched units throughout site
time inc turner broadcasting cnnmoney com
TIME Inc. / Turner Broadcasting – CNNMoney.com

Corner Office Video Series Sponsorship

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:30 pre-roll video

  • CNNMoney.com: “Corner Office” video series sponsorship integrates the TBTL :30 spot with relevant content from interviews with CEOs
    • Additional placements include highly trafficked homepage banners and incorporation of HR audience targeting
recommend print and digital package with wall street journal
Recommend print and digital package with Wall Street Journal

Source: MRI 2008 Doublebase

  • Provides presence of TBTL message in print & online with trusted business/news entity
    • Featured in Marketplace section & May Journal Report – Small Business special section
    • Reinforce message through integrated offline & online content
  • Guaranteed high frequency in print to sustain presence throughout media flight timeframe
    • (10) insertions negotiated
    • TBTL to be included in “filler” program for additional exposure
      • Ads to run in remnant space as determined by editorial staff
  • Negotiated sponsorship of the national small business series “Insight Exchange” in May 2010 – Washington, D.C.
    • Breakfast series featuring a panel discussion between successful entrepreneurs from a variety of backgrounds
    • Series led by WSJ’s own Wendy Bounds
wall street journal package to include digital complement to print presence
Wall Street Journal package to include digital complement to print presence

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Video

Podcast

  • WSJ.com: ownership of the Small Business Journal Report and report archive living online ties the print and digital content together while emphasizing the TBTL message across both platforms
    • Includes ownership of any video (overlay) and/or podcast (:10 audio), banner rotation within the WSJ.com front page brand channel, and co-branded RON banners to promote and drive traffic to the report
additional digital components secured through wsj package
Additional digital components secured through WSJ package

“Presented By” logo

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Custom created group with “Sponsored By” logo

  • WSJ.com: Journal Community Sponsorship not only allows for significant TBTL exposure within a community of discussion groups led by WSJ journalists, but also ability to become a part of the conversation
    • Staggeringly high quality of conversation on article comments, in discussion groups, and on the ‘Answers’ platform due to membership requirement
    • Includes custom created group with sponsored by logo, large half page units within columns and blogs, and co-branded Journal Community traffic drivers running throughout the WSJ Digital Network
recommend small scale cross platform packages with bbc america espn shrm
Recommend small scale cross-platform packages with BBC America, ESPN & SHRM
  • Ability to create cohesive messaging by including strong offline media vehicles against TBTL targets that also see high traffic on corresponding websites
    • Integrate offline content with corresponding digital environments
      • TBTL message to live within similar content both on-air and online
    • Negotiate stronger schedules by leveraging inclusion of both offline & online properties
      • Worked to incorporate units and bonus weight that typically require a higher spend level
  • BBC America package includes:
    • 12-week on-air schedule to sustain TBTL message in qualified environment
    • Several digital tie-ins to BBC World News America content
  • ESPN package includes:
    • On-air schedules on ESPN, ESPN2 & ESPNews with key program inclusion (i.e. SportsCenter, First Take)
    • Pre-roll news opportunity on ESPN.com
  • SHRM package includes:
    • Consistent presence both in-book and online
    • Bonus paging and impressions
bbc america package includes wide range of digital opportunities
BBC America package includes wide range of digital opportunities

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BBC World News America Roadblock

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  • BBC Worldwide Americas (BBC America, BBCAmerica.com & BBC.com)
    • Create synergies between cable and digital platforms with 100% SOV roadblocks of BBC World News America main page and section pages coinciding with cable flights (will run across both BBC.com and BBCAmerica.com)
    • Two weeks of BBC America site takeovers during cable flight further highlights the TBTL message
    • :30 pre-roll across news videos provides adjacencies to BBC World News America on-air content within the digital platform (BBC.com)
    • Point of entry sponsorship (1 day) on BBC.com captures users upon entry to the site, regardless of page
    • Disrupt users by leveraging BBC-produced ‘elastic’ (expanding) units running alongside executive news content (BBC.com)
secured unique digital component with espn package
Secured unique digital component with ESPN package

Outside the Lines Programming

:15 pre-roll video

  • ESPNNews, ESPN.com
    • ESPN.com: :15 pre-roll news bundle reinforces TBTL messaging across digital platform and integrates with cable schedule news programming
      • ESPN will cut :20/:30 spot to :15 to allow us to take advantage of this tremendous opportunity
negotiated network tv sunday morning package to achieve large reach
Negotiated network TVSunday morning package to achieve large reach
  • Launch TV campaign during Sunday Morning shows on “Big Three” networks: ABC, NBC, and CBS
    • Achieve wide reach of A25-54 on popular ‘morning news and talk-show’ programming:
      • “Weekend Today” (NBC)
      • “Good Morning America Weekend” (ABC)
    • Target C-Suites on political-oriented broadcasts focused on business, economic, and governmental issues:
      • CBS “Sunday Morning”
      • “This Week with George Stephanopoulos” (ABC)
  • Combined scheduled spots: 18
  • Combined A25-54 impressions: 26,785,526
  • Combined M35-54 impressions: 8,734,696
negotiated aggressive rates in order to afford presence on several major news business networks
Negotiated aggressive rates in order to afford presence on several major news/business networks
  • Cable news networks provide relevant environment for TBTL message
    • Business issues are top of mind during viewing
    • Mass networks provide reach while smaller niche, targeted networks allow for continuity of exposure
  • TBTL schedule includes:
    • 9 cable networks
    • 8 major on-air weeks
      • 12-week schedules featured on BBC America & Bloomberg
    • 100% :30s
    • 186 spots / week (average)
recommended print schedule provides tbtl with presence in trusted business news resources
Recommended print schedule provides TBTL with presence in trusted business/news resources
  • Selected publications provide:
    • Overall cost efficiency
      • Minimum 3x frequency per publication
    • Bonus inclusion
    • Relevant editorial environment
    • Innovative in look and feel
      • Titles feature forward-thinking business news/ideas
  • Print schedule includes:
    • (4) business/news weeklies
    • (1) national newspaper
    • (1) business bi-weekly
    • (1) business monthly
    • (1) HR trade publication
    • (38) total TBTL insertions
search engine advertising captures users being funneled by other media
Search engine advertising captures usersbeing funneled by other media

‘business Innovation’

$6 CPC

  • SEA serves as the backbone to any campaign by capturing users who are actively searching for relevant information
  • Users funnel to search engines from various sources – offline media, digital media, word-of-mouth, etc.
  • By concentrating spending on top performing engines, able to capture almost 90% of internet search volume

‘diversity in the workplace’

$4.50 CPC

‘benefits of hiring disabled workers’

$3 CPC

‘Think Beyond the Label’

$0.60 CPC

Digital Hub

linkedin reaches professionals as they interact with industry peers and seek business information
LinkedIn reaches professionals as they interact withindustry peers and seek business information
  • CXO, VP and HR job title targeting paired with company size targeting (1-500) highlights TBTL message against the precise audience
  • Achieve supplemental presence against users engaging with peers across HR/Hiring groups

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ad networks provide reach efficiency and presence across sites otherwise unable to purchase
Ad networks provide reach, efficiency, and presenceacross sites otherwise unable to purchase

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  • Gain exposure across additional sites to further achieve synergies with offline media
    • ABC and CBS News
    • Advanced targeting, such as ‘retargeting,’ captures TBTL audience across relevant channels and content
    • Retargeting re-exposes users to TBTL who have visited the digital hub or have seen the digital messaging

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savings garnered through negotiations led to opportunity for national radio inclusion
Savings garnered through negotiations led to opportunity for national radio inclusion
  • Recommend schedule on NPR for additional campaign reach
  • TBTL C-Suite index: 163 / TBTL HR index: 117
  • NPR provides TBTL an influential, uncluttered media environment which serves to bring credibility to campaign message
    • 59% of listeners believe NPR sponsors are higher in quality
  • NPR sponsorships drives listeners online
    • Approximately 50% of listeners visit the website after hearing a sponsorship message
  • NPR units are :10 sponsorship reads that adhere to public broadcasting regulations
    • Sample: “Support for NPR comes from NPR member stations and from think beyond the label, working to promote hiring people with disabilities. Information at Think Beyond The Label dot com”
  • Schedule to include:
    • (8) units per week for 8 flight weeks
    • Spots to run in “Fresh Air”, “Moring Edition”, “All Things Considered” and “Talk of the Nation”
final media mix includes national radio
Final media mix includes national radio
  • Savings achieved during negotiations allowed for inclusion of national radio
    • KSM able to achieve diversified mix to bring broader reach to TBTL campaign
overall plan delivery surpasses communication goals
Overall plan delivery surpasses communication goals
  • Plan exceeds minimum 50% reach/3x frequency thresholds against broader target
  • 70% reach/5x frequency achieved against more narrow M35-54 target
    • Project 75%-80% reach / 6x frequency against TBTL target audiences
next steps
Next Steps
  • Broadcast approval Nov. 6
  • Final plan approval Nov. 12
  • Confirmation of state interest in local planning provided to KSM Nov. 16
  • Rich media discussion w/o Nov. 16
  • KSM to provide feedback for states on local planning efforts Nov. 23

THANK YOU!