Washington Media Scholarship Presentation

VOTE YESON PROPOSITION A

CHRIS BEAUREGARD

&

MADDIE MCDOWELL

©Palmetto Media Scholars 2012

Art is a nation’s most precious heritage.For it is in our works of art that we reveal to ourselves and to others the inner vision which guides us as a nation.

“

”–Lyndon Johnson

1. A $900 million bond issue- Proposition A is intended to improve and endow the Pacific City cultural institutions, which include museums, theater, symohony, opera and dance productions.

2. A pool of 40 diverse media outlets-Our team must develop an effective media plan, utilizing our initial budget of $4 million.

3. We were given one month to strategically plan a five month, multi-phase campaign, influencing voters that will hit the polls on June 1st.

Our Challenges

CASE OVERVIEW 2


Target Audiences

3

Primary AudienceEmpty Nesters

High – Very HighLow – Average50 –65, 65+Newspaper and Television$100,000 – $250,000+Varied23.4

Secondary AudienceYoung and Active

AverageAverage18 – 24, 30 - 49Internet and Mobile$50,000 – $150,000Asian/Multiracial8.4*


CASE OVERVIEW

DemographicProfile

Voter Turnout:Visit Cultural Institutions :

Age:Favorite Media:

Household Income:Ethnicity:

Percent of PC Population:

Important Considerations

4

Proposition B

Important Adjustments

• Transportation initiative• Shift in plan to include more

• Outdoor• Radio• Search

Oversaturation

Conserving funds

• Excessive saturation results in• Budget wastefulness• Audience annoyance

Three Phase Strategy

Changing Message

• Campaign has a specific end date• Message should evolve based on

• Timeframe• Medium used


OBJECTIVES & STRATEGIES

Methodology

I. The Bubble ChartComparison (pictured)

• plotted using voting and culture consumer percentages• sized by expenditure

II. Data TablesConditional Formatting

• conditional formatting • color-coded vehicles that met or did not meet our needs

III. IndicesComposite Scores

• ranked similar vehicles by CPM and reach in our target audience

OBJECTIVES & STRATEGIES 5


10

20

30

40

50

60

10 20 30 40 50

% a

lway

s vo

te in

ele

ctio

ns

Culture consumers as % of group

Buys

Non-buys

Our Three-Phase Campaign

6

I. Informative phaseDecember 31 – February 24

$889,000 Instill awareness

II. Reminder phaseFebruary 25 – April 28

$1,345,000 Keep the issue fresh

III. Hard-Press phaseApril 29 – June 1

$1,766,000 Get out and vote Vote in favor of Prop. A



$-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

$2,000,000

M1 M2 M3 M4 M5

I. II. III.

Vehicle Allocation

7

29%

29%15%

15%

10%

3%

Broadcast

Cable

Radio

Print

Internet

Other



Combined Broadcast: $1,150,000

8

Why?

• Concentration of target audiences• Primetime for essential exposure• Spanish Programming not efficient

Dayparts Bought

• Early Morning: $175,000

• Daytime & Early Fringe: $75,000

• Late News: $350,000

• Late Fringe: $350,000

• Primetime: $100,000

MEDIA EVALUATION

1 7


Combined Cable: $1,160,000

9

Why?

• Secondary audience• High-turnout voters• Niche broadcasting, other entertainment would dilute message

Vehicles Bought

• Daytime News: $220,000

• Primetime News: $150,000

• Daytime Sports: $300,000

• Primetime Sports: $150,000

• Primetime Info-tainment: $340,000

MEDIA EVALUATION

2 7


Channels Recommended

• Outdoor Channel

• Golf Channel

• ESPN channels (except ESPN Deportes)

• CNBC

• Discovery Health

• Speed

• NHL Network

Radio (NPR, Drive and Daytime): $600,000

10

Why?

• Awareness• Niche markets• Commuters are a captive audience• Hispanic/urban listeners rarely vote

Vehicles Bought

• National Public Radio: $50,000

• News talk: $300,000

• Contemporary, Country, Rock: $50,000

• Sports: $200,000

MEDIA EVALUATION


3 7

Dayparts Recommended

• Morning Drive

• Afternoon Drive

Print (Full Page B&W): $600,000

11

Why?

• Reach• Amount of informational copy• Very popular with frequent voters

Vehicles Bought

• Pacific City Times: $250,000

• Other local newspapers: $350,000

MEDIA EVALUATION

4 7


Sections Recommended

• Sports

• Movie, TV and Radio Listings

• Home and Garden

Internet: $390,000

12

Why?

• Cost-efficient• Allows for precise targeting

Vehicles Bought

• Local websites: $100,000

• National websites: $175,000

• Pre-roll video: $100,000

•Facebook: $10,000

• Twitter: $5,000

MEDIA EVALUATION

5 7


Websites Recommended

•CBSNews.com

•FoxNews.com

•ABCNews.com

•Hulu

• Local Events

• Blogs

Outdoor: $50,000

13

Why?

• Number of impressions• Efficient call to action

Vehicles Bought

• Digital Signage & Billboards: $50,000

MEDIA EVALUATION

6 7


Theater: $50,000

14

Why?

• Diversify our campaign• Secondary audience

Vehicles Bought

• Movie theater pre-roll: $50,000

MEDIA EVALUATION

7 7


Additional Recommendations

15

Email Marketing

Inexpensive and Effective

• 150,000 current subscribers• Vehicle is low to no-cost• Lengthier message content• Subscribers consume culture

PR Engagement

Useful Media Coverage

• Press Conferences• Press Releases• Media Kits

Ambient Media

Non-traditional Methods

• Public Performances• Live Exhibits• Promotions


MEDIA EVALUATION

PROJECTED RESULTS

The arts have a crucial impact on our economy and are an important catalyst for learning, discovery, and achievement in our country.

“

”– Paul Allen

1,467 gross rating points

199,407,008 impressions

$20.60 per thousand


Considerations

• Voting and cultural indices• Media consumption habits• Saturation levels• Cost-effectiveness• Chronological allocation

THANK YOU

Questions?


News & Politics

Washington Media Scholarship Presentation