Charles Mayer, Marketing The Oklahoman

MARKETING THE OKLAHOMAN

October 24, 2016

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WHAT WE’VE DONE TO ADDRESS A CHALLENGING BUSINESS ENVIRONMENT

¤  We’veimplementedsignificantcostreduc5ons¤  Wesoldourbuilding¤  Werelocatedtodowntownmodernfacility¤  We’veinvestedindigitalinnova5on

•  Apps•  Twowebsitestrategy•  Video/HDMI•  DigitalVideoScreen

¤  Wefocusedonwatchdogandinves5ga5venews¤  Wediversifiedrevenue

•  Events•  DMS(BigWingInterac5ve5-years)•  DirectMarke5ngAgency

¤  Weoutsourcedwhatwecould•  Prin5ngandinser5ng•  Copyedi5ng,layoutanddesign

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A. WHAT WE’VE DONE

And…WeinvestedinResearchandMarke5ng

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TABLE OF CONTENTS

WHO WE ARE

ASSUMPTION VS. REALITY

REINTRODUCING THE OKLAHOMAN

RESULTS

CONSUMER RESEARCH

WHO WE ARE

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OUR BRANDS

THE OKLAHOMAN Oklahoma’slargestnews,

informa5onandentertainmentbrand.

NEWSOK Oklahoma’smosttraffickednews,informa5onandentertainmentwebsite.

BIGWING INTERACTIVE Thestate’sundisputedleaderin

digitalmarke5ngservices.

OKLAHOMAN DIRECT Oklahoma’slargestdirect

marke5ngagency.

WHO WE ARE

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THE OKLAHOMAN TOTAL REACH: 733,463 WEEKLY

Oklahoma’slargestnews,informa5onandentertainmentbrandformorethan100years.

Wecreatemorecontentthananyothermediacompanyinthestate

anddeliveritviamul5plechannels,includingprint,digital,socialandstreamingvideo.

WereachOklahomaCity’smostaffluentmassaudience,733,463

printanddigitalreaderseachweek.OurSundayCircula5on:147,582.

WHO WE ARE

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“WE DON’T NEED TO MARKET OUR BRAND BECAUSE CONSUMERS ALREADY KNOW WHO WE ARE”

YEARS

Century-long tradi0on of journalism.

100+ COMPETITION

We were the closest thing to a legal monopoly.

NO DECADES

Near full-market

penetra0on.


OUR ASSUMPTION

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WAS INCORRECT

What we thought we knew…

OUR ASSUMPTION


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In fact, many consumers don’t know who we are. Half of Oklahoma City’s population is relatively new to the market and many are unfamiliar with The Oklahoman.

OUR REALITY

1 50% of Oklahoma City residents were either born or relocated to the city in the 20 years following the 1995 bombing of the Alfred P. Murrah Federal Building.


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The Oklahoman is experiencing declining share of voice in a market whose population has grown exponentially in recent years.

OUR REALITY

2 SINCE 2004:

- 45 % CIRCULATION

DECLINE

+ 35% POPULATION

GROWTH


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Due to industry disruption and declining revenue, The Oklahoman’s already modest marketing budget was reduced.

OUR REALITY

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The result?Diminished brand exposure market-wide.


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Many consumers and advertisers see The Oklahoman as old, irrelevant and obsolete…

OUR REALITY

4 …In fact: We are Oklahoma’s largest creator of news and information content distributed via multiple channels, including digital, social, streaming video and print. The Oklahoman is also the state’s largest advertising platform and digital marketing services provider.


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MAKING THE CASE FOR MARKETING THE OKLAHOMAN

1 2

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GivenOKC’srapidpopula5ongrowth,thereisaclearneedtoreintroduceTheOklahomanbrand.

Mostconsumerbrandsinmostproductcategoriesmarkettheirbrands–whydon’twe?

Wearedamagingourcredibilitybyaskingbusinessestoadver5seinTheOklahoman,whileneglec5ngtoadver5seourownbrand.

CONSUMER RESEARCH

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BRAND RESEARCH STUDY

PERCEPTIONS Understand consumer percep0ons about The Oklahoman, as well as those of local print and broadcast compe0tors.

BUYER BEHAVIOR Evaluate how consumers assess and select their news providers.

BRAND MEASURES Determine our performance against key brand measures that directly influence purchase decisions, including:

BENCHMARKS Establish benchmarks against which we could measure our progress.

In2015TheOklahomanconducteditsfirstbrandstudyinyears

v  Aided and unaided awareness v  Brand favorability v  Purchase considera0on v  Net Promoter Score

CONSUMER RESEARCH

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BRAND AWARENESS

32% 28% 25% 15%

Ourbrandswerenottop-of-mindamongconsumers.TheOklahomantrailedalllocalTVnewsbrandsinunaidedawareness.

Awareness Percentage of all OKC metro consumers who are

aware of local news brands Unaided: What news sources can you think of?

Aided: Have you heard of… Unaided

Awareness Aided

Awareness

KOCO-TV 5 65% 91%

KFOR-TV 4 63% 91%

KWTV-TV 9 57% 94%

KOKH- TV 25 41% 86%

The Oklahoman 22% 93%

NewsOK.com 3% 82%

Oklahoma Gazette 3% 75%

Norman Transcript 3% -

OETA/PBS 3% -

The Journal Record 0% 53%

Other 24% - src: Brandware Survey 2015

CONSUMER RESEARCH

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BRAND FAVORABILITY

32% 28% 25% 15%

Only1/3rdofconsumersviewedTheOklahomanfavorably.TheOklahomanrankedbelowthethreeleadinglocalTVnewsbrands.

Brand Favorability Percentage of all OKC metro consumers

who rate various local news brands favorably

News 9 61% KOCO-TV 5 56% News9.com 56% NewsChannel 4 55% KOCO.com 49% NewsOK.com 47% KFOR.com 42% USA Today 35% The Oklahoman 34% Oklahoma Gazette 28% The Journal Record 27% KOKH FOX 25 23%

CONSUMER RESEARCH

src: Brandware Survey 2015

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PURCHASE CONSIDERATION

32% 28% 25% 15%

Purchaseconsidera5onforTheOklahomanwasbelow50%,andtrailedthethreeleadinglocalTVnewsbrands.

Purchase Consideration Percentage of all OKC metro

consumers who plan to use a particular local news brand within the next six months

NewsChannel 4 55%

News 9 54%

KOCO-TV 5 50%

The Oklahoman 44%

News9.com 36%

NewsOK.com 34%

KFOR.com 32%

KOCO.com 32%

KOKH FOX 25 31%

Oklahoma Gazette 20%

The Journal Record 9%

CONSUMER RESEARCH


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NET PROMOTER SCORE

32% 28% 25% 15%

TheOklahomanhad41%moredetractorsthanpromotersandtrailedthethreeleadinglocalTVnewsbrands.

Net Promoter Score Likelihood consumers will recommend a

brand to others, on a scale of -100% to 100%

News 9 -20 NewsChannel 4 -25 KOCO-TV 5 -31 News9.com -33 The Oklahoman -41 KFOR.com -42 NewsOK.com -43 KOCO.com -43 Oklahoma Gazette -50 KOKH FOX 25 -53 USA Today -58 The Journal Record -70

CONSUMER RESEARCH


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CONSUMER PURCHASE DRIVERS

32% 28% 25% 15%


CONSUMER RESEARCH

Brand Selection Drivers Attributes Non-Subscribers Value Most When Choosing A Source For News

Attributes Ranked By Importance The Oklahoman Index

1. Unbiased reporting 60 2. Journalistic integrity 64 3. In-depth coverage 77 4. Personalities/commentators I like 53 5. Timeliness of reporting 96 6. Price/cost to use 88 7. Original content 89 8. Educational 92 9. Available website 104 10. Entertaining 90 11. Available mobile app 105 12. Easy access while on the go 110 13. Editorial viewpoints similar to mine 118 14. Writers/editorialists I like 112 15. Extensive newsroom/reporting staff 108 16. Advertising circulars/coupon availability 129 17. Contributes to my success 126

Most Important

Least Important

ConsumersratedTheOklahomanpoorlyontheaaributesthataremostimportanttothemwhenselec5ngalocalnewssourceandbestontheaaributesthatmaaerleast.Surprisingly,consumersalsobelievedlocalTVnewsbrandsarestrongeronaaributesthatarehistoricallynewspaperstrengths,like:•  In-depthcoverage•  Originalcontent•  Educa5onal•  Journalis5cintegrity

WHY ARE THESE FACTS SO IMPORTANT?

“ Brandequitycomponentsincludingawareness,

familiarity,brandopinion,relevanceandothersaredirectlycorrelatedwithPurchaseIntent(PI)

forabrand.

“ --Ipsos-ASI

“ If you know me based on who I was a year ago, you don’t know me at all. My growth game is strong. Allow me to reintroduce myself.

“

1. WE MOVED DOWNTOWN

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WE MOVED THE COMPANY FROM SUBURBAN OKC BACK DOWNTOWN, INTO THE HEART OF THE CITY

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CONTEMPORARY, MODERN DESIGN TO COUNTER PERCEPTIONS THAT OUR INDUSTRY IS OLD AND TIRED

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OPEN FLOOR PLAN TO ENCOURAGE BETTER COMMUNICATION AND INTERACTION

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STATE-OF-THE-ART VIDEO PRODUCTION STUDIO, OPEN TO THE STREET SO CITIZENS CAN VIEW ACTIVITY INSIDE

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NEW CUTTING-EDGE 42’ X 24’ DIGITAL VIDEO SCREEN ON OUR BUILDING CARRIES NEWS INFORMATION AND ADVERTISING CONTENT 24/7

2. WE INTRODUCED NEW CORPORATE BRAND IDENTITY

33 REINTRODUCING THE OKLAHOMAN

NEW LOGO

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NEW BRAND IDENTITY ELEMENTS

BusinessCardsEnvelopes Leaerhead

Sponsor-Signage


NewspaperRacks

Adver5singBuildinganddeliverytrucks

3. WE LAUNCHED NEW BRAND CAMPAIGNS

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BRAND OBJECTIVES BRAND CAMPAIGN §  ReintroduceTheOklahomanandposi5onthebrandas

thestate’smostcontemporary,dynamicnewsmediaorganiza5on–theleaderincrea-ngcredible,unbiasedandvaluablelocalnews,sportsandinforma-on.

§  Numerousaccessibilityop5ons.§  Highlyfocusedoncommunityengagement.§  Providingvaluetosubscribersandadver5sersand

deliveringalevelofqualitythatOKCexpectsanddeserves.

§  Ac5ngasa5relessadvocateforOklahomaCity.§  Strongcall-to-ac5onandexpectedtodrivecircula5on

growthinaddi5ontoimprovingbrandhealthmeasure.

SPORTS CAMPAIGN §  Wewillalsolaunchanewcampaignfocusing

onourleadershipinsportscoveragetotapintoprospects’interestinsports(focusgroupsandsurveys)andtheirbeliefthatoutstandingsportscoverageisastrengthofourbrand.

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Consumerstrusttheopinionsandrecommenda5onsofotherconsumersandexpertsaboveallotherformsofmarke5ngmessages(Nielsen).

Tellsourstorythroughthevoiceofourbestadvocates–ourcustomers.

Non-readerscanbeinfluencedbytes5monials(Brandware).

Avoidsreinforcingourimageasarrogantandeli5st.

TESTIMONIAL APPROACH

v 

v 

v 

v 


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CREATIVE STRATEGY

I’ll check out social media sites to see what everyone is talking about, then I turn to The Oklahoman for the facts.

-- Kristen, PE Teacher

“ “ HowWeTellOurStory

SUBSCRIBER

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CREATIVE STRATEGY

We were slow to understand the devastating effects that addiction can have on a state. With The Oklahoman’s coverage, laws were passed

that make our community safer. -- Kris Steele, Former Oklahoma House Speaker


COMMUNITY

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CREATIVE STRATEGY

The Oklahoman enables us to reach consumers in the market with the means to

purchase. In fact, 50% of our phone calls come from The Oklahoman – and that’s very

good! --Justen, Sales Manager Bob Moore Cadillac


ADVERTISER

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MEDIA STRATEGY

Emphasizeliveprogramming,becauseconsumersarelessliketoskipouradver5singduringlivebroadcasts.

DVR-PROOFEDPLAN

Spendmediadollarswhenconsumersarein-markettobuy.

MATCHMEDIAWEIGHTTOSUBSCRIBERSTARTSEASONALITY

FocusmediaweightonlocalTVnewsandsportstoalignwithoursubscribers’

preferences.

ALIGNMEDIASPENDWITHCONSUMERS’CONTENTPREFERENCES

SpendmediadollarswhenconsumersarewatchingTV.

ALLOCATEMEDIABUDGETTOREFLECTTVVIEWERSHIP

SEASONALITY

Spendmediadollarsoutsideofourownmediaproper5esinordertoreachnon-subscribers.

FISHWHERETHEFISHARE…


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METRICS

MediaPlanPerformance

CampaignPerformance

Crea5veProduct

Con?nuousOp?miza?on

“Notenoughtojustmeasuresubscrip5ons;wemustmeasureMROIandKPIs.”WetrackhundredsofdifferentKPIsdaily;dataisusedtocon5nuouslyop5mizemarke5ngperformance.

B2BLeadGenera5on


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Social

BRAND CREATIVE

SignageChesapeakeArenainOKC

Print

Email

Digital TV-Spots


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BRAND VIDEOS

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SPORTS CREATIVE

Email

Social

Print

Digital

SignageChesapeakeArenainOKC

TV-Spots


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SPORTS VIDEOS

RESULTS

50 RESULTS

WEBSITE TRAFFIC

Wemo5vated630,000consumerstovisitourmarke5ngwebsite,

OklahomaUnfolded.com,wheretheywereexposedtoourbrandand

marke5ngmessage.

That’s61%ofallOklahomaCityAdults.

630,000

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BRAND AWARENESS

Raised aided awareness to 95%.

95% 41%

Raised unaided awareness by 41% compared to benchmark

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BRAND FAVORABILITY 33%

Brandfavorabilityincreased33%comparedtothebenchmark.

53 RESULTS

PURCHASE CONSIDERATION 87%

Wenearlydoubledpurchaseconsidera5onamongyounger

prospects,growing87%.

54 RESULTS

CIRCULATION THOU-SANDS ofnewsubscrip5onsgeneratedbymarke5ngcampaigns,aswellas

reducedsubscriberstops.

55 RESULTS

BUSINESS TO BUSINESS

Tripledthenumberofsalesleadstoouradver5singandmarke5ngservicesteam.

600+

56 RESULTS

BUSINESS TO BUSINESS

Exposed50,000+OklahomaCitybusinessestoTheOklahoman’sadver5singplasorms

andmarke5ngservices.

50,000+

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SOCIAL MEDIA

RESULTS

MorethandoubledTheOklahoman’ssocialmedia

footprintfrom15,000FacebookLikesto34,500

Together,TheOklahomanandNewsOKreached114,000FBLikes

2x

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OUR AWARDS

THE OKLAHOMAN

haswonfourdifferentglobalawardsformarke5ng

effec<venessandcrea<vity.

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FINAL THOUGHTS PERFORM AN HONEST ASSESSMENT OF YOUR BRAND

§  Knowwhatconsumersinyourmarketthinkaboutyourbrandandproducts–“yourbrutalfacts”

§  Understandhowtheyperceiveyourstrengthsandweaknessescomparedtoyourcompe5tors

§  Brandswithhighaidedawarenessandlowunaidedawarenessareinsteepdecline

§  Market!

Charles Mayer, Marketing The Oklahoman

Marketing

Transcript of Charles Mayer, Marketing The Oklahoman