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“My Novel… My Everything…” an integrated marketing campaign Holiday 2010. Presented To: Jason Topel/ Pandigital Inc. Presented By : Laureen Chang/Dave Milner/Jenny Nelson/ Entercom Date: 9/12/10. Target Audience.

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my novel my everything an integrated marketing campaign holiday 2010

“My Novel… My Everything…”an integrated marketing campaign Holiday 2010

Presented To: Jason Topel/Pandigital Inc.

Presented By: Laureen Chang/Dave Milner/Jenny Nelson/Entercom

Date: 9/12/10

target audience
Target Audience
  • Men and Women who are looking for an affordable and easy to use eReader/tablet
  • Consumers looking for a introductory, multi-purpose device that can be used throughout the day
  • Families with younger children who appreciate the color capabilities of the Pandigital screen, and mature adults who are looking to invest in a practical eReader that meets their needs
marketing objectives
Marketing Objectives
  • Drive consumer purchase/awareness of the Pandigital Novel during the Holidays (November – December)
  • Promote the Pandigital Novel’s:
      • Ease
      • Convenience
      • Multiple Features
      • Affordability
campaign objective strategy
Campaign Objective + Strategy
  • Objective: Educate the public on how the Pandigital Novel can help you throughout the day and provides lifestyle solutions beyond the reader
  • Strategy: Use anecdotal storytelling from  trusted, familiar sources (on-air personalities) to engage listeners in the benefits of owning the Pandigital Novel.
concept my novel my everything
Concept: My Novel… My Everything.

Personal assistant, e-reader, bookstore, music player, portable television, arcade game, alarm clock. Tons of uses…

“My Novel…. My Everything” uses on air personalities to showcase the features, functionality and affordability of the Pandigital Novel.

Using real stories, our personalities will engage our listeners with their experiences using the Novel and will share how their Novel… has become their everything (from alarm clock, to photo frame to portable computer).

Surf, play, read…. Its My Novel… My everything from morning to night.

marketing tactics
Marketing Tactics
  • Audio Marketing:
    • On Air Radio
    • Online Radio
  • Digital Marketing
    • Banner Ads
    • Video Pre-Roll
  • Direct to Consumer Marketing
    • Email marketing
marketing tactics on air radio
Marketing Tactics: On Air Radio
  • :60-second storytelling vignettes voiced by actual on- air personalities who tell their personal stories about playing with, using and experiencing their Pandigital Novel.
  • Perfect holiday gift.
digital marketing online radio
Digital Marketing: Online Radio
  • The fastest growing segment of the radio industry now represents 5-10% of the total audience and also is our most loyal, tech savvy and responsive listener.
  • Online radio is our “point of purchase” where consumers are just a mouse click away from your website.
digital marketing banner ads
Digital Marketing: Banner Ads
  • Banner Ad running throughout the websites
  • 728x90
  • 300x100
  • 300x250
  • Entercom also offers site takeovers for a truly dominant, high-profile campaign with impact
digital marketing digital video who says radio is not a visual medium
Digital Marketing: Digital VideoWho says radio is not a visual medium!

Video Pre-Roll - Video ads

  • Video Pre-rolls (must see video that runs prior to each online radio session)

and 300x250 “video ads” are our most popular assets.

  • Existing 15-second video clips from Pandigital can be used, or we can design and create your video as well.

KRXQ - Pat Martin

Video Pre-roll

digital marketing database marketing
Digital Marketing: Database Marketing
  • Connect with our opt-in radio station members through direct marketing
  • Send Coupons, information and/or special Limited time Offer available at specific retailers
  • Build Pandigital’s database of contacts

Link to Jiffy Lube Live Coupon

media summary san francisco
Media Summary: San Francisco
  • Timing: November 8 – December 12 (5 weeks)
    • San Francisco Market / 3 stations
  • Audio
    • Pre-Recorded Endorsement Commercials = :60s @ 24x per week per station
    • Production Included
  • Digital
    • Banner Ads (5% Share of Voice)
    • 15-second Pre-roll featuring station talent (5% Share of Voice)
    • Online Radio Commercial Schedule (5% Share of Voice)
    • Production Included
  • Direct to Consumer Marketing
    • 2x direct to consumer emails sent to our opt in database members during the 5 weeks per station (122,000 opt in members)
san francisco investment summary
San Francisco Investment Summary
  • Station Format Recommended Talent Weekly Invest.
  • KDFC Classical Dianne Nicolini $5,845
  • KOIT AC Laurie Sanders $17,412
  • KBWF Fresh Country Miki Gamez $7,520

Totals:

  • 5-week On-Air Cumulative Persons SF Market: 3,889,400
  • 5- week Online Impressions SF Market: 525,000

Total Weekly Investment $ 30,778

Total Campaign / 5 weeks: $153,888

*Aug 2010 Arbitron Adults 25+

national footprint
National Footprint
  • 100+ Station-Web Network
  • Almost 30 Million Listeners Every Week
  • 3.3 Million Unique Web Users
  • 1 Million Weekly online radio listeners
  • An Opt In Database of over 2.3 Million Listeners
  • 16.5 Million Page Views per week
confidentiality
Confidentiality

The preceding pages contain proprietary information of Entercom Communications Corp. and is to be used by the recipient solely for the purpose of evaluating a transaction or business relationship with Entercom Communications Corp. This Proprietary Information should be kept confidential and is not to be distributed, disclosed or disseminated to third parties.