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2014 ELECTION MARKETING TOOLBOX

2014 ELECTION MARKETING TOOLBOX. 2104 ELECTION MARKETING TOOLKIT. CBS Candidate Marketing. CBS Candidate Marketing. “IT’S NOT POLITICS AS USUAL” New York Times April 2008. CBS Candidate Marketing.

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2014 ELECTION MARKETING TOOLBOX

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  1. 2014 ELECTION MARKETING TOOLBOX 2104 ELECTION MARKETING TOOLKIT CBS Candidate Marketing CBS Candidate Marketing

  2. “IT’S NOT POLITICS AS USUAL”New York TimesApril 2008 CBS Candidate Marketing The 2008 election changed forever the metrics of political campaigns. Through a convergence of data mining, targeted polling and quantitative analysis, election strategy has become a more sophisticated science. While door to door volunteer’s remain the gold standard, and direct mail continues to help target the electorate. CBS Candidate marketing has developed special, multi-media telemetry that is designed specifically to help EVERY candidate plan, target, engage and persuade voters. Attached are simple turnkey plans that, married with your grassroots and mail elements can give even a precinct committeeman the impact and professional look of a national campaign.

  3. STRATEGY CBS Candidate Marketing CBS CANDIDATE MARKETING brings the art of campaigning & science together, resulting in a turn key multi media campaign designed to engage, activate, and persuade voters. We’ll help you develop your candidate image through tried & new measures, providing proven results through radio to the technological advances to use new media and even poll your constituents through e mail deployment and respond with a quick turn around. Attention | Interest | Desire | Action 4

  4. TACTICS CBS Candidate Marketing CBS will create a virtual frame around voters that adapts to their News and Media habits

  5. RADIO CBS Candidate Marketing • RADIO DELIVERS MASSIVE REACHRadio reaches over 238 million consumers each week representing a weekly reach of 93% • NEARLY EVERYONE USES RADIO IN REAL TIME EACH WEEK • Radio reaches over 90% of every segment of the market each week. • 2 OUT OF 3 AT-WORK LISTENERS DIAL IN TO RADIO …1 IN 5 ON COMPUTER • 62% Over air • 19% On line • 14% On mobile device RADIO CONTINUES TO BE THE DOMINANT REACH MEDIUM FOR ADULTS 25-54 Learn more see appendix a

  6. CBS RADIO AUDIENCE CBS Candidate Marketing • CBS Radio reaches over 3.6 Million Registered Voters in the Chicago metro area every weekThat accounts for 63% of all Registered Voters in the market! • On a weekly basis, CBS Radio Chicago also engages: • 69% of all College Graduates • 69% of all White Collar Workers • 62% of all Blue Collar Workers • 70% of all People with HH Incomes of $75K+ • 60% of all People who made a political donation in the past year • 70% of all Republicans • 56% of all Democrats • 66% of all Independents • Source: Scarborough Report for Chicago, Mar’12-Feb ‘13, P18+ _______ Politically Responsible _______ Centers of Influence _______ Socially Connected _______ You need these votes! 11/11/2013

  7. Audience by Party Affiliation CBS RADIO AUDIENCE CBS Candidate Marketing _______ Politically Responsible _______ Centers of Influence _______ Socially Connected _______ You need these votes! • Source: Scarborough Report for Chicago, Mar’12-Feb ‘13, P18+ To be Read: 32.6% of the CBS Radio Chicago audience identify as Democrat

  8. THE DIGITAL AUDIENCE CBS Candidate Marketing • DemographicsMale/Female skew: 54%/46% A18-34: 45% A18-49: 75% A25-54: 65% A50+: 25% • RaceCaucasian: 78% Hispanic: 15% African American: 12% Asian: 5% Other: 6% _______ Politically Responsible _______ Centers of Influence _______ Socially Connected _______ You need these votes! • IncomeHHI $50K+: 72% HHI $75K+: 55K HHI $100K+: 35% • Home OwnershipOwn: 69% Rent: 25% • Marital StatusMarried: 45% Single: 55% • EducationSome college: 34% Graduated college: 23% Post grad work: 15% • Children in Household1+: 42% 2+: 25% 3+: 6% 4+: 2% • OccupationProfessional: 15% Mgmt./Bus/Fin ops:17% Sales/office: 22% 11/11/2013

  9. THE DIGITAL AUDIENCE CBS Candidate Marketing • 55% more likely to have signed a petition. • 69% more likely to have wrote to or called a politician at the state, local or national level • 79% more likely to have attended a political rally or speech • 95% more likely to have actively participated in a group that tries to influence public policy or government • 66% more likely to have volunteered for a political party • 41% more likely to have wrote a political letter to the Editor of a newspaper or magazine • 39% more likely to have called a live TV or radio show to express a political opinion • 78% more likely to have participated in an organized protest • 30% more likely to have visited websites for candidates • 25% more likely to have donated money to a candidate in the past three years • 47% more likely to have donated money to a political party in the past three years • 67% more likely to subscribe to a political publication _______ Politically Responsible _______ Centers of Influence _______ Socially Connected _______ You need these votes!

  10. EMAIL DEPLOYMENT CBS Candidate Marketing Targeted email ads sent to individuals who have opted-in to receive advertising messages. • GEO-TARGETING: • STATE • LOCAL • DISTRICT • ZIP CODE • INTERESTS Delivery details are automatically provided 72 hours following deployment. Ads will be re-deployed if the open rate is less than 3%. 11/11/2013 12 LEARN MORE SEE APPENDIX B

  11. SAMPLE INTEGRATION CBS Candidate Marketing • CANDIDATE LINCOLN OBJECTVES: • Promote CANDIDATE LINCOLN • Deploy an email blast to targeted, party and independent voters in specific zip codes. • Use Rotating 300x250 banners on CBSChicago.com featuring your endorsements. • Use an on-line circular ad to showcase testimonials . • Deploy an email blast to voters in specific zip codes. • To increase awareness of CANDIDATE LINCOLN record • Utilize :60 on-air & on-line commercials for messaging. • Live Search Directors to have voters search specifically CANDIDATE LINCOLN. • Local Search will help CANDIDATE LINCOLN be not only found, but selected, when voters search for office specific candidates on the internet. • Drive voters to early voting • Dedicate a portion of your :60 on-air & on-line spot to early GOTV • Deploy an email blast to specific party and independent voters in your district. 11/11/2013

  12. SAMPLE INTEGRATION CBS Candidate Marketing • Your monthly advertising campaign on CBS will include: • On- Air Radio: • 25x M-F 5A-7P • 15x M-F 5A-12M • 6x Sa-Su 7A-7P • On-Line Streaming Listening: • 80x commercials on CBS Chicago.com • On-Line: • 250,0000 300x250 Rotating banners for featured products and sales • 250,000 On-Line circular for items currently in stock or on sale • Email Deployment: • Phase 1x email deployment to 100,000 to your party donors within your district. • Phase 2x email deployment to 200,000 female consumers in the Chicago DMA • DIGITAL: • 20x Live, on air search directors (5x per week) • “Searching for Judicial Candidates” • 500 connections on CBS Local Search 11/11/2013

  13. APPENDIX A RADIO FACTS

  14. APPENDIX B DIGITAL FACTS

  15. FOR FURTHER INFORMATION ON ANY OF THESE ELEMENTS OR PRICING PLEASE CONACT: RON MURPHY DIRECTOR OF POLITICAL/ISSUE ADVERTISING CBS CHICAGO RON.MURPHY@CBSRADIO.COM 312.297.7722 FOR FURTHER INFORMATION ON ANY OF THESE ELEMENTS OR PRICING PLEASE CONACT: RON MURPHY DIRECTOR OF POLITICAL/ISSUE ADVERTISING CBS CHICAGO RON.MURPHY@CBSRADIO.COM 312.297.7722

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