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Employease 2000 Media Proposal

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

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  1. Employease 2000 Media Proposal Tuesday, April 4, 2000

  2. 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

  3. 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

  4. Parameters • Timing: May 2000 through February 2001 • Budget: $2,500,000 • Geographic Coverage • Domestic U.S. • Ad Unit: Spread, 4C, Page 4C, Online units

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. Digital 1/0 Criteria: Top Management Ranker Source: Intelliquest CIMS v6.0

  18. Digital 1/0 Criteria: Chairman/CEO Source: Intelliquest

  19. Digital 1/0 Criteria: Controller/ Treasurer/CFO Source: Intelliquest

  20. Digital 1/0 Criteria: Involved in acquisition of Accounting/Payroll Source: Intelliquest

  21. Digital 1/0 Criteria: Plan to acquire Accounting/Payroll Software Source: Intelliquest

  22. Digital 1/0 Summary: Business

  23. Digital 1/0 Summary: Vertical

  24. Recommended Media • Business 2.0 • Fast Company • Wall Street Journal • CFO • HR Executive • HR Magazine • Workforce

  25. Print Recommendation: Recommended

  26. Print Recommendation: Option A

  27. Print Recommendation: Recommended Budget Summary

  28. Print Recommendation: Option A Budget Summary

  29. 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

  30. 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

  31. 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

  32. 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)

  33. 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

  34. 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

  35. 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

  36. Online Program

  37. 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

  38. 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

  39. Target Online Site Rankings: Senior Management

  40. Target Online Site Rankings: Personnel/HR/ Training (Dept.) • Un-Measured Sites • SHRM • Workindex.com • Workforce.com

  41. 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

  42. 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

  43. 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:

  44. 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

  45. TFA/LBTG and Employease: A Winning Relationship

  46. Your Approval: _________________________ _______________ Virginia Bart Date

  47. Appendix

  48. Immediate Closing Dates

  49. Circulation Comparison

  50. Circulation Comparison

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