A case for convergence marketing and how brands can make lasting brand impressions through...
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A case for convergence marketing and how brands can make lasting brand impressions through integrated marketing Content Context and Communication October
A case for convergence marketing and how brands can make
lasting brand impressions through integrated marketing Content
Context and Communication October 18, 2012
Slide 2
Index PAGE 3 5 7 9 11 16 26 27 28 Todays Approach Why Hearst?
The Power of Partnership Chron.com & Direct Energy Case Studies
Custom Content Ideas Trends Our Digital Agency Content Marketing
Capabilities 2
Slide 3
Ads P.R. SocialEmail Search Events DEATH BY SILOS 3 Todays
Approach
Slide 4
3000 Branded messages a day that customers passively receive
through a wide variety of diverse media. Why the siloed approach
wont work 4 Convergence Of content, search, and social in order to
create a strong mechanism for inbound marketing and lead nurturing.
Native Advertising will be the norm. Conversations Happening online
start with traditional media. Online thus becomes a validator for
products and services and social, search and content create the
necessary bridges.
Slide 5
5 Why Hearst? Hearst Corporation is one of the nation's largest
diversified media companies. Our major interests include magazine,
newspaper and business publishing, cable networks, television and
radio broadcasting, internet businesses, TV production and
distribution, newspaper features distribution and real estate.
Slide 6
6 As a media pioneer, Hearst is at the forefront of
developments, experimentation, and best- practices in ever-evolving
digital platforms. Ownership of 15 newspapers Publisher of 20 U.S.
magazine titles and more than 300 international editionsthe largest
global publisher of monthly magazines Entertainment/syndication,
broadcasting, interactive media, business media, and more. 4 major
dailies in the Texas market focusing on both the general and
Hispanic markets We own Houston Our Texas Footprint Why
Hearst?
Slide 7
7 Covering Houstons ups and downs for the past 125 years, The
Houston Chronicle and Chron.com employ more journalists and deliver
more localized content than any other local media source in
Houston. This enables us to marry the art of editorial content
creation with the science of real time insights and measurement.
channels of content speak to topical points of interest million
readers million total circulation million unique visitors* brand
advertisers per year reach: print, web, mobile, tablet, social,
experiential *Source: Omniture, July 2012 10 11+ 3700+ 360 2.2 1.1
+ +
Slide 8
ROI-focused, tailored approaches that ensure maximum brand
engagement Houston Chronicle Media Group 8 Combined power of print,
web, mobile and social to reach the right audiences at the right
time with the right message. Ability to scale up or down depending
on client needs, budgets, and timelines. Custom Solutions
Integrated Media Scalable Approach
Slide 9
9 Sponsorship Opportunities Develop a targeted path to new
consumers by speaking to their interest points, and seamlessly
align Direct Energys message with this content to create awareness
for your brand attributes. To Follow: Content Spotlight, FuelFix:
An overview of Chron.coms oil, gas, and energy industry hub.
Content Spotlight, HealthZone: The Houston Chronicles newest
resource for all things health and wellness related. Custom Content
Features: Weekly series of custom content features that relate to
Direct Energy Protects message. Program flight: November-December
2012. Houston Lights Up the Holidays: User-generated photo gallery
of Houston exterior and interior holiday lights. Program flight:
December 2012. Promotional Suite: A custom suite of promotional
drivers will direct traffic to your campaigns. Houston Goes Green
in 2013: Integrated digital campaign that blends relevant editorial
with custom content, sponsor links, and interactive user
experiences in a custom destination. Plus: high-impact monthly
media campaigns, a Facebook engagement component, and experiential
Earth Day events. Program flight: One year. Chron.com and Direct
Energy + +
Slide 10
10 Opportunity Benefit Making the Most of Chron.com &
Hearst Newspapers Leverage the mass reach of Chron.com and our
partner sites to reach a significant target of consumers with
purchase power, and keep Direct Energy at the forefront of their
minds. Media campaigns will be customized and tailored to relevant
site sections to make the most out of your banner presence, driving
qualified consumers to your website. Houston Chronicle Media Group
will devote extensive resources to your campaign to ensure smooth
process and delivery, efficiency, and performance. Custom content
including native copywriting with an emphasis on SEO. We will use
our research capabilities, consumer understanding, and content
knowledge to create interesting and optimized content. Assured
Visibility: Our premium set of promotions blend into the Chron.com
experience and drive to your content. Fostering community. Your
campaigns are designed to not only build awareness, but get
consumers talking about your brand. Their experience with your
content, social conversation, and engagement opportunities on
Chron.com are designed to cultivate dialogue and loyalty. Chron.com
and Direct Energy
Slide 11
Case Study: FuelFix [B2B Industry Leader] 11 We Practice What
We Preach Case Study: HealthZone [Consumer Focus]
Slide 12
12 Challenge Create a one of a kind Energy and O&G hub that
serves as a day to day resource for industry insiders. Solution
FuelFix - 1.2 mm page views As the Energy Capital of the world,
Houston is the leader in new technologies for oil and gas
production, alternative energy development, and energy
conservation. Chron.com and Houston Chronicle readers count on
FuelFix for the latest news and breakthroughs impacting the
industry. M/F: 71.4%; 28.6% (Male Index: 144) HH Income $100,000+:
36.7% (Index: 147) Post-graduate degree: 12.5% (Index: 137) Own
residence: 78.5% (Index: 112) Integrated Media FuelFix first
launched as a digital only product in April of 2010, covering the
Deepwater Horizon oil spill. Its overwhelming popularity led to its
extension into print. FuelFix now appears in the Business section
of The Houston Chronicle every Wednesday-Friday. Case Study:
FuelFix Sources: Omniture, August 2012; Scarborough Sept.
2010-August 2011 Chron.com sites visited in the past 30 days:
FuelFix.com
Slide 13
13 Premier Sponsor - Statoil Statoil is an international energy
company with operations in thirty-six countries. As the premiere
sponsor, Statoil receives a half-page, full color adjacency to this
section once per month. Digitally, Statoil was so pleased with the
success of their targeted media campaign, they extended their
online commitment from one month to three, and increased their
spend by 233%! Statoil has confirmed a significant lift in their
brand recognition because of the campaign, and have also shared the
successful strategy company-wide within their newsletter. Stat Oil
Target 1. Visit FuelFix and encounter the Statoil brand 2. Return
to FuelFix and be exposed the Statoil again 3. Read valuable
content and relate it to Statoil 4. Share FuelFix with others
thereby exposing Statoil to new targets Case Study: FuelFix
Slide 14
14 Challenge With 77% of our readers having used a hospital in
the past three years there is an inherent interest in Health
Content. Of the top 20 employers in Houston, 6 are medical
institutions. Houston Chronicle wants to create the premier B2C and
B2B health destination. Solution HealthZone on Chron.com -
Launching October 28, 2012 Launching both in print and online on
Chron.com, Healthzone will serve as the go-to resource for all
things healthcare with participation from the healthcare community.
Editorial Highlights October: Heart health, hearing breakthroughs,
infant nutrition November: Guide to using defibrillators, day in
the life of a trauma surgeon December: Managing stress. January:
New Year exercise and diet tips, profile on running, and which
medical test individuals should take at what ages. 2 Case Study:
HealthZone
Slide 15
15 Memorial Hermann and St. Lukes Contributing Partners St.
Lukes and Memorial Hermann Hospitals committed to a premiere
sponsorship opportunity, including: Participation in content
advisory group (opportunity to help set content agenda) Opportunity
for additional content integration Full page, full color monthly
print insertion 20% SOV of online inventory on HealthZone on
Chron.com Press releases in Section under MedWire Press releases
houses online in HealthZone Weekly email sponsorship Logo inclusion
on all Healthzone marketing material Optional full-page recruitment
ad with company profile and job listings 2 5 Case Study:
HealthZone
Slide 16
Custom Content Ideas - Just for you 16 Custom Content
Ideas
Slide 17
Direct Energy Challenges 17 Create market awareness for Direct
Energy specifically around the DirectEnergyProtects Brand. Create a
model for continuous, relevant, and contextual engagement in order
to establish brand awareness. Develop strategies to entice targets
to make purchase decisions. Continue to create value to create a
mechanism for Customer Lifecycle Management. e Direct Energy
Challenges ReachEngageConvert
Slide 18
18 2 3 5 Aligning With Relevant Content Designed in the look
and feel of editorial, Hearst Media will build a custom content
feature page that houses weekly custom content related to Direct
Energy Protects.. Content examples include*: Home Holiday Prep:
From heaters, plumbing checks, and surge protection, everything you
need to make sure your home is ready for visitors. Let It Glow:
Energy Efficient Holiday Lighting. Bright Lights, Big City: Tips
for designing holiday dcor that stands out and lights up the
neighborhood. Home Repair Cost Calculator: A birds eye glimpse of
common home repair issues, and what they could cost you. New Years
Resolutions for Your Home: Your checklist to making sure you are
equipped for all home needs in 2013. Direct Energy Protects may
supply relevant links to be integrated into custom content,
extending your sponsor presence and driving traffic to desired
URLs. Direct Energy Protects will benefit from the following
integration: (1) Banner ad roadblock (2) Sponsored By ID and
click-able logo (3) Custom content and image *Examples only. Final
content TBD based on SEO research, consumer interests, and
editorial guidance. 1 Sponsored By 1 2 Note: For visualization
purposes only 3 Let It Glow! Energy Efficient Holiday Lighting
Custom Content Ideas
Slide 19
19 2 User-Generated Photo Galleries Chron.com During the
festive holiday season, Houstonians celebrate by making the city
even brighter. Homes are transformed on the inside and out to
commemorate the seasons nostalgia, with some of the most lavish
light shows ranging from pure elegance to whimsical holiday fun.
Leveraging the excitement behind holiday homes in Houston, Hearst
Media Services will build a user-generated photo gallery that
showcases the best holiday dcor. A call-to-action will entice
Houstonians to upload images of the best lit houses in the metro
area. To provide further incentive, The Houston Chronicle in
partnership with Direct Energy Protects, will donate $1 for every
photo uploaded to a selected relevant local charity. (Up to
$2,000). Hearst Media Services will moderate and showcase the
images in a beautiful gallery format that may include featured
images, editor selections, exteriors, trees, and more. A suite of
editorial and promotional traffic drivers will direct visitors to
this fun experience sponsored by Direct Energy Protects! Facebook
Chron.com editors and our social media director will select their
favorite photos and catalogue them in a special photo gallery
housed within the Chron.com Facebook page. Viewers will be able to
explore and share the gallery, providing exposure on an additional
social platform. Houston Lights Up the Holidays!
Slide 20
20 High-Impact Campaign Visibility Chron.com visitors will be
driven to Direct Energy Protects user-generated photo galleries and
custom content features through the following suite of promotional
and editorial redirects that further your brands penetration into
the Chron.com experience. Sub-Navigation Bar Listing When users
scroll over the Lifestyle channel on Chron.coms navigation bar, the
sub-navigation bar will appear, populated with channel sections. A
Houston Lights Up the Holidays section will be added to the sub-nav
bar in December. (User-generated photo gallery only) Index Page
Tout A featured tout will be placed on the index page of a relevant
channel (e.g. Lifestyle, 29-95, etc.). Tout may include an image
and content headline. Home Page Presence Content listings may be
built into the Hot Topics section on the Chron.com home page.
Additional Promotions Custom, co-branded banner ad units
redirecting users to each experience (built into media campaign).
Monthly Facebook post on Chron.coms editorial page (non-sponsored).
A custom email blast (50,000). *All promotions subject to editorial
approval. Houston Lights Up the Holidays Note: For visualization
purposes only. Promotional Suite
Slide 21
Brand Integration Hub A custom destinationHouston Goes Green
will provide Direct Energy dynamic integration into relevant
editorial. This highly designed template is easily navigated, and
provides visitors with relevant editorial content, aligned with
custom topical content, and Direct Energy supplied content, plus
interactive experiences, all updated quarterly. Social Experience
The Houston Goes Green content will be repurposed for a customized
social experience on Facebook. Within a custom Houston Goes Green
Tab on the Chron.com editorial page, users will be able to engage
with content to earn a customized Green Houston badge to post to
their wall. Earth Day Events Hearst Media Services will create two
pop-up Earth Day block party events in a highly visited area of
Houston and San Antonio. This specialized experience will include
free food, games, and more, all to celebrate a pledge to
sustainability. Additionally, street teams will be coordinated
throughout Texas to distribute Direct Energy collateral. Program
Overview In 2012 Forbes Magazine named Houston Americas coolest
city. In 2013, Chron.com will make Houston even cooler by
emphasizing civic responsibility and encouraging the community to
commit to sustainable living. Chron.com will invigorate Houstons
interest in and motivation for sustainable living by naming 2013
The Year We Go Green! Houston Goes Green in 2013 21
Slide 22
Custom Destination Experience How It Works The Houston Goes
Green brand integration hub will be a one-stop destination for
useful sustainability tips and fun experiences that extend Direct
Energys relationship with Houston consumers. Custom created
content, along with Direct Energy supplied links, with be directly
aligned with editorial that is in keeping with your brand
objectives. Plus, the hub will include two interactive elements
that allow for further engagement. As the exclusive sponsor, Direct
Energy will benefit from the following integration: (1) Banner ad
roadblock (2) Sponsored By ID and click-able logo (3) Custom
sponsored content (four articles per months; refreshed weekly) (4)
Interactive elements (two; refreshed quarterly) May include: tips,
supplied video, quiz, poll, image gallery, sweepstakes, game,
Facebook links, etc.* (5) Editorial Features (four total; refreshed
weekly) (6) Supplied Direct Energy links (six; refreshed quarterly)
*Monthly interactive elements TBD based on final commitment. Hearst
Media Services will design a calendar in partnership with Direct
Energy to outline experiences. First to Market Opportunity!
Sponsored By 1 5 Note: For visualization purposes only 1 4 6 2
Houston Goes GREEN in 2013! 3 Recycling 101: Starting Recycling
Program in Your Home and Neighborhood Brand Integration Hub 22
Slide 23
Traffic Drivers How Do You Get There? Chron.com visitors will
be driven to Direct Energys Houston Goes Green brand integration
hub page through the following mix of promotional and editorial
redirects.* This unprecedented site wide presence seamlessly
integrates the program into the Chron.com in a high-impact manner
certain to draw traffic. Sub-Navigation Bar Editorial Listing
Editorial listing within Business channel.** When users scroll over
the Business channel on Chron.coms navigation bar, the
sub-navigation bar will appear, populated with channel sections. A
Houston Goes Green section will be added to live in the sub-nav bar
for the year. Index Page Tout Houston Goes Green tout featured on
the Business channel index page. Tout will feature Sponsored By
listing, image, and content headline; updated weekly. Fuel Fix
Index Page Tout Houston Goes Green editorial listing in Hot Topics
bar. Houston Goes Green features tout on index page, updated
weekly. Additional Promotions Co-branded banner ad units
redirecting to the hub (built into media campaign). Monthly
Facebook post on Chron.coms editorial page (non-sponsored). A
custom quarterly email blast (50,000). *All promotions subject to
editorial approval. **Business may be replaced with Lifestyle
channel. 2 3 5 Houston Goes Green Hot Topics bar listing Features
tout on index page (with Sponsored By mention). Brand Integration
Hub... contd 23
Slide 24
Custom Facebook Tab Community Expansion To extend the Houston
Goes Green experience to multiple online touch points, Chron.com
will design a custom, sponsored tab for Direct Energy on Chron.coms
editorial Facebook page. The Houston Goes Green Facebook tab will
include an interactive experience relating to the initiative (e.g.
tips, quiz, supplied video, polls, sweepstakes, a coupon, photo
uploads, etc.). Plus, we will design a Green Houston badge that
users can add to their own Facebook page and share on their wall.
The Facebook tab will be refreshed with a new experience quarterly.
2 5 First to Market Opportunity! 24 Social Experience
Slide 25
Earth Day Block Party Experiential Opportunity Houston Goes
Green will hit the streets of a high-traffic metro area (e.g.
downtown Houston, the Galleria, West Ave., City Centre) in an Earth
Day celebration for the entire family. A corresponding event will
also be executed in the San Antonio market, utilizing The San
Antonio Express branding.* The four hour Earth Day Block Parties
will include complimentary food and beverage, games, and
informational opportunities to learn more about Direct Energy.
Brand ambassadors will interact with the crowds and share product
information. Meanwhile, street teams will hand out collateral on
Direct Energy throughout Texas. *Subject to approval. Note: Direct
Energy to supply on-site experts for event, collateral for
distribution at events and for street teams, and any other
giveaways. Total number of street teams based on commitment. 2 25
Earth Day Event
Slide 26
Custom content and experiences that resonate on multiple touch
pointsweb, social, experientialthroughout the ENTIRE year Brand
Integration Hub Custom Houston Goes Green destination. Includes
custom content, interactive elements, supplied links from Direct
Energy, and editorial features. Direct Energy will benefit from a
suite of traffic drivers including a sub-navigation bar listing,
Fuel Fix presence, a channel index page tout, co-branded banner ad
units, custom email blasts, and Facebook posts. Social Experience
Custom Facebook tab with featured interactive Houston Goes Green
experiences. Earth Day Event Earth Day block party events in
Houston and San Antonio, plus street teams in Houston and
additional Texas markets. Hearst Newspapers Online Media Campaign
Chron.com in DMA and out of DMA presence on additional Texas
properties. A targeted media campaign will be designed on a monthly
basis with prominent presence on relevant channels and sites. 26
Opportunity Summary
Slide 27
27 Native Advertising Contextual and timely Infographics In
just 2 years, infographic search volume has increased by over 800%
Near Field Communications The power of mobile will continue to
influence how brands target and communicate Social Integration As
of August 2012, 72% of marketers saw an increasing demand for
social media services Content Marketing Trends Content Value Good
content will continue to marry information with entertainment
Measurement CPE model starting up
Slide 28
28 Brand Experience and Design Consumer Insights and Strategy
Content Marketing - creation and alignment Display and Rich Media
Search Marketing Mobile Design, development and marketing
strategies Social Marketing Digital PR and Reputation Management
Email Marketing and Management Analytics and Measurement Our
Digital Agency Sandbox
Slide 29
29 Content Strategy Identifying the content your consumers will
love, calendars, governances and policies, and promotions. SEO and
SEM Implementing user insights and linguistic profiles to keywords
and content and headlines that boost search. PPC campaigns to build
traffic. Video & Images Custom production of video and/or photo
shoots, coordination of relevant photo purchases, and animation,
graphics, 3-D imagery, etc. Partnerships to ensure best in class
delivery and user experience. Content Creation Co-branded content
share, copywriting, advertorial, Spanish. Content Management
Systems Best practices for business management and workflows.
Unique marriage of The Hearst Corporation, The Houston Chronicle
& Chron.com, and Hearst Media Services This advantageous
partnership enables us to marry the art of editorial content
creation with the science of real time insights and measurement
Access to robust content libraries Creative composition of germane
custom content Strategic placement of content, and expertise in
seamless content extension in every applicable platform Content
Marketing Capabilities
Slide 30
30 High Level Plan 1.One year plan; starting Dec 2012 - 55k to
70k per month = 660k - 840k 1.Digital 40k to 50k per month = 480k -
600k 2.Print 15k to 20k per month = 180k 240k 1. Digital Plan
includes 1.Content Integration 12k-14k 2.Display (including
retargeting using Simplifi and TruView) 7.5k -9k 3.Video (content
creation and hosting on Chron.com) 7.5k-9k 4.Possible mobile tie-in
with locations 5k-6k 5.Advanced reputation management (limited
locations) 3k-5k 6.Social Compass 5k- 7k 2.Print plan: 1.Working
with David Weiss 2.Any recommendations?
Slide 31
31 Assumptions and Questions 1.Assumption - SEO, SEM and
landing pages/web site being designed/redesigned by DE in-house
team (I can price these out separately, but I dont want to step
into Adams territory) 2.Question This plan for one market only
1.Should we propose a 4 market strategy? I think we should. 2.What
should the incremental costs be for three additional properties?
1.San Antonio 2.Midland 3.Beaumont