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Council MeetingFebruary 1, 2017 1
Agenda
1. Government Affairs Support
2. Tubes TV Spots
3. Campaign Creative Preview
4. Campaign Engagement
5. Campaign Reporting
6. Past CWC/HAH Commercial Microsite
2
GOVERNMENT AFFAIRS
SUPPORT
3
TUBES TV
SPOTS
4
CAMPAIGNCREATIVE
5
Paid Media – Rich Media
6
Gameify – Screengrabber1 2
Paid Media – Rich Media
7
Gameify – Screengrabber
3 4
Paid Media – Rich Media
8
Gameify – Screengrabber
5
Paid Media – Rich Media
9
Parallax - Mobile
Paid Media - Banners
10
CPW Brochure Ads
11
Social Media - Facebook
12
CAMPAIGNENGAGEMENT
13
Engagement Tactics
14
1. Emails to CPW employees and wildlife constituents.• Engagement prior to campaign launch; again on March 1, 2017.
2. Social media engagement with license agents once campaign is live(ACE Hardware, Walmart, Cabela’s, Dick’s Sporting Goods etc.).• Post on license agents bulletin on CPW about campaign.
3. Council member engagement.
4. Community partnerships.
CAMPAIGNREPORTING
15
SAMPLE Monthly Report March 2017 16
Key Insights
17
• XX
• XX
• XX
• XX
18
Rich Media Articles
Digital Media MetricsEngagement
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Page Grabber Billboard Smartphone Flex
Undertone
Time Spent Engagement Rate Click Through Rate
00.5
11.5
22.5
33.5
44.5
5
Article 1 Article 2
Nativo
Time Spent Click Through Rate
Digital Media MetricsConsumption
19
Video Radio
0
1
2
3
4
5
6
MobilePre-roll(Fishing)
DesktopPre-roll(Fishing)
CTV(Fishing)
MobilePre-roll
(Hunting)
DesktopPre-roll
(Hunting)
CTV(Hunting)
TubeMogul
Video Completion Rate
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Spot 1 Spot 2
Pandora
Click Through Rate Audio Completion Rate
Paid Facebook Metrics
20
Top 3 Paid Facebook
PostsLikes Shares Comments
Post 1 12 0 1Post 2 47 9 3Post 3 30 6 4
Facebook Post 1
Facebook Post 2
PlatformOrganic
Impressions
Paid Impression
sEngagements
Clicks Video Views
Facebook –Paid Posts 115,000 230,000 49,320 130 199Facebook –Paid Ads 50,000 131,000 20,690 121 175
Organic Social Media Metrics
21
Total Social Media Impressions in March: 600,320
7978
8230
8765
9320
438
468
501 548
200
250
300
350
400
450
500
550
600
7000
7500
8000
8500
9000
9500
Week 1 Week 2 Week 3 Week 4
Tw
itte
r F
ollo
wer
s
Fac
ebo
ok
Fo
llow
ers
Growth in Social Followers - March
Facebook Followers Twitter Followers
Platform Impressions Engagements Instagram – Organic 7,121 3,005
Facebook -Organic 21,403 5,992
Instagram Metrics
22
Instagram Post 1
Instagram Post 2
Top 3 Instagram
PostsLikes Comments
Post 1 48 8Post 2 21 9Post 3 68 2
Website Metrics
23
0
500
1000
1500
2000
2500
3000
3500
4000
Week 1 Week 2 Week 3 Week 4
Website Visits Per Week - March
44%
20%
19%
17%
Sources of Website Visits - March
Paid Media Direct Organic Search Social Media
Website Metrics
24
Page Visits Started on Page Average Time on Page
Page 1 1,430 68% 1 Min 45 SecsPage
2 1,158 36% 1 Min 12 SecsPage
3 938 21% 53 SecsPage
4 760 9% 59 SecsPage
5 616 7% 43 Secs
Video Views Complete Complete Rate
Video 1 830 310 37.3%Video 2 423 101 23.9%
Website Metrics
25
Scroll Rate on Benefits Page
Page Visits1,158
Scrolled 25%750
Scrolled 50%512
Scrolled 75%470
26
Earned Media MetricsEarned Activity Date Medium Impressions
Activity 1 3/4/2017News Story 23,000
Activity 2 3/15/2017News Story 84,000
Activity 1 Activity 2
PAST CWC COMMERCIALSMICROSITE
27
APPENDIX
28
Expired Campaign TV Spots Renewal Costs (One Year)
NAME OF SPOT YEAR EXPIRATION DATE
Renew Cost (Colorado Broadcast, paid digital ads, TV)
Renew Cost (website,
YouTube ONLY)
Frenemies: End of Day 2016 Jun-17 N/A N/AFrenemies: Coffee Break 2016 Jun-17 N/A N/A
Hug a Hunter: Café 2013 Sep-15$11,461.00 $6,847.50 Hug an Angler: Gas
Station 2013 Sep-15Hug an Angler:
Biker/Angler 2012 Sep-16$7,996.75 $3,857.50
Hug a Hunter: Hunter/Hiker 2012 Sep-16
TOTAL $19,457.75 $10,705.0029
Renewal OptionsScenario #1: In perpetuity on client website only (using YouTube as host, marked as unlisted)
• Cost: $43,720.00
Scenario #2: In perpetuity, no restriction on usage• NOT OFFERED
Scenario #3: Utilization of expired TV spots for archival/internal purposes
• Available for all expired TV spots
30
SPRING PAID MEDIASTRATEGY
31
Planning Parameters
Timing: March 1st – April 28th, 2017
Target: A18+ who are likely to vote
Geography: Colorado
Budget: $442,656
32
Objective:• Educate the general public about the benefits of wildlife, wildlife management,
and wildlife-related recreational opportunities in Colorado, specifically funded by fees from hunting and fishing licenses.
Strategy: • Cross-device target Coloradans with high impact and educational messaging.
• Utilize a variety of messaging tactics to communicate additional benefits.
Objective & Strategy
33
Media Tactics
RADIOTV
DIGITAL
DIGITAL
34
TV: Broadcast & Cable
Markets: DenverColorado SpringsGrand JunctionDurango
Impressions: 7,139,735
Reach a broad audience of video viewers via linear TV channel.
35
Digital: Pre-Roll Video
Connected TV Pre-roll
Cross Device Pre-roll
Partner: TubeMogul
Units: Cross Device Interactive Pre-RollConnected TV Pre-Roll
Impressions: 3,439,831
Extend video reach past linear TV while driving efficiency with cross-device pre-roll.
36
Digital: Rich Media
Partner: Undertone
Units: Page Grabber (full page takeover)Mobile Flex (full screen takeover)Desktop Billboard
Impressions: 4,891,534
Utilize cross-device rich media to grab attention and host multiple pieces of content.
37
Digital: Custom Content
Native ads
Partners: Nativo, TubeMogul
Units: 2 Custom ArticlesNative Ads
Article thought starters:- Top 5 Reasons to Hug a Hunter- 10 Ways Hunting & Fishing
Helps CO Wildlife
Impressions: 2,601,563
Distribute content within native environments, driving deeper knowledge, website traffic and earn media through social shares.
Custom Article38
Partner: Facebook
Units: VideoCarousel Content CanvasPromoted Posts
Drive engagement and conversation with paid media while leveraging new platforms to reach new audiences.
Digital: Paid Social
39
Station: NPR
Markets: Colorado
Spots: 336
Radio: Streaming
Partner: Pandora
Units: Mobile Audio AdsClickable Banners
Impressions: 6,739,130
Complement terrestrial radio with streaming audio for targeted reach and visual aids.
40
Considered, but not recommended
41
Budget Breakout
Television41%
Digital41%
Radio11%
Social7%
Paid Media Flowchart
42
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 2 4 6 8 10 12 14 16 18 20 22 24 26 28TelevisionBroadcast/Cable Various Partners :30s commercials on AM/PM News & Prime Access 7,139,735 182,445$
DigitalPre-roll Video Tubemogul :30s cross device pre-roll on mobile, tablet, desktop & CTV 3,439,831 50,000$ Rich Media Undertone Rich media units on mobile, tablet & desktop 4,891,534 90,000$ Custom Content Nativo, Tubemogul Custom articles (2) & native ads 2,601,563 40,000$ Social Facebook Promoted posts 2,835,000 28,350$ Ad Serving Fees DCM Fees for serving ads - 1,861$
RadioStreaming Radio Pandora :15s & :30s mobile audio commercials & banners 6,739,130 50,000$ Terrestrial Radio NPR :10s audio spots 336 13,050$
GRAND TOTAL 27,646,793 442,656$
Colorado Wildlife Council
March 1st - April 28th, 2017Spring 2017 Media
April Budget
March Details Partners Mediums Impressions