FINAL Media Presentation for SHOW 7-1-15 · 07/01/2015_3:30PM 2 PlaceLove Logo,withSMS line,here*...

07/01/2015_3:30 PM

1

Place Love Logo, with SMS line, here Cra$ing the Right Mix of Tradi3onal

and Digital Media Strategies to Reach Today’s Market

Presented by:

Tim Bracken, Vice President Lisa Pearre, Principal/ExecuJve Vice President

Love & Company, Inc.

LeadingAge Florida July 1, 2015

Place Love Logo, with SMS line, here

Annual Proprietary Research v  Sampling of previous “Through Their Eyes” research

studies: 2013 – Resident referral best pracJces 2012 – How to create materials that moJvate seniors to act 2011 – How has the economic downturn affected prospects’

views on senior living? 2010 – IncorporaJng social media into your markeJng mix 2009 – CreaJng senior-‐focused direct mail that works 2008 – What direct mail approaches resonate with seniors? 2007 – How do seniors’ media preferences differ by

demographic segment?


Bridging the Gap

v  We try to bridge the gap between what we think appeals to seniors and what they really respond to.

v  We then incorporate seniors’ preferences into our markeJng and media strategies and materials.

07/01/2015_3:30 PM

2


Annual Proprietary Research

In 2014 we: v  Surveyed seniors naJonwide, then analyzed how media usage paèrns differ between various demographic segments of the 55+ market


Methodology

v  Worked with a senior survey database company

v  Recruited and screened for age, income and geographic locaJon

v  Sent an email blast to a purchased list of people age 55+

v  Sent a mailed survey to lead base members of 11 CCRCs in the eastern and central US

v  1,406 respondents


Methodology

v  Asked respondents about media usage paèrns, including print, television, radio and the Internet

v  Analyzed data by age to determine media usage paèrns by market segment

§  “CCRC Prospects” §  “Adult Children”

07/01/2015_3:30 PM

3


Respondents

v  CCRC Prospects = Age 75 & up

v  Adult Children =

Age 55-‐69


Demographics

0%

5%

10%

15%

20%

25%

Age 55-‐59

Age 60-‐64

Age 65-‐69

Age 70-‐74

Age 75-‐79

Age 80 +

11% 13% 13%

18%

24% 21%

% of Survey Respondents


Respondents age 55-‐69

0% 5% 10% 15% 20% 25% 30% 35% 40%

< $25K

$25K-‐$49,999

$50K-‐$74,999

$75K-‐$99,999

$100K-‐$124,999

$125K-‐$149,999

$150K +

5%

12% 14%

36%

18%

11% 5%

Average Annual Household Income

07/01/2015_3:30 PM

4


Respondents age 75+

0%

5%

10%

15%

20%

25%

< $25K

$25K-‐$49,999

$50K-‐$74,999

$75K-‐$99,999

$100K-‐$124,999

$125K-‐$149,999

$150K +

10%

22% 23% 21%

11%

6% 7%

Average Annual Household Income


Demographics

0% 5% 10% 15% 20% 25% 30%

< $100,000

$100K-‐$199,999

$200K-‐$299,999

$300K-‐$399,999

$400K-‐$499,999

$500K-‐$599,999

$600,000 +

9%

25% 26%

18%

10%

4% 7%

Average Home Value


Respondents age 55-‐69

0% 5% 10% 15% 20% 25% 30%

< $150,000

$150K-‐$249,999

$250K-‐$499,999

$500K-‐$749,999

$750K-‐$999,999

$1M-‐$1,499,999

$1.5M

-‐$1,999,999

$2,000,000 +

18%

12%

25%

17%

11% 8%

4% 6%

Average Net Worth

07/01/2015_3:30 PM

5


Respondents age 75+

0% 5% 10% 15% 20% 25% 30%

< $150,000

$150K-‐$249,999

$250K-‐$499,999

$500K-‐$749,999

$750K-‐$999,999

$1M-‐$1,499,999

$1.5M

-‐$1,999,999

$2,000,000 +

9% 13%

20% 16%

13% 11% 7%

12%

Average Net Worth


What are we going to do today?

v  We will ask you what you think survey respondents’ media habits are.

v  You will respond using the transponder. v  We will compare your responses to

actual survey responses.


InstrucJons for using the responder

v  There is no need to turn the device on or off, it is ready to go automaJcally.

v  Once polling is open for a quesJon, press the bu`on that corresponds to your answer.

v  You may change your answer while polling for a quesJon is sJll open.

v  That’s all…it’s that easy!

07/01/2015_3:30 PM

6

Print Media

What propor3on of age 75+ prospects subscribe to a daily newspaper?

A.  50% B.  60% C.  70% D.  80% E.  90%

D. 82%

What propor3on of age 55 to 69 respondents subscribe to a daily newspaper?

A.  30% B.  40% C.  50% D.  60% E.  70%

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image

E. 68% of age 55 to 64, and 75% of age 65 to 69 respondents

07/01/2015_3:30 PM

7

How many hours a week does an age 75+ prospect spend reading the daily paper?

A.  < 3 hours B.  3 to 4 C.  5 to 6 D.  7 to 8 E.  9 to 10

C. Age 75 to 79 spend 5 hours, and age 80+ spend 6 hours

Key Findings: Print Media

0 1 2 3 4 5 6 7

55-‐59

60-‐64

65-‐69

70-‐74

75-‐79

80 and over

2.5

2.1

3.0

4.5

5.0

6.2

Hours Spent Reading Newspapers, Per Week


0% 20% 40% 60% 80% 100%

55-‐59

60-‐64

65-‐69

70-‐74

75-‐79

80 +

32%

26%

43%

51%

61%

70%

% Reading the Paper More Than 3 hours/week

07/01/2015_3:30 PM

8


v  More than twice as many respondents read the daily paper than read free weekly newspapers.

v  Top 10 secJons read daily by age 75+ respondents: 1. Main/Front Page: 69% 6. Editorial: 46% 2.  Local/Metro News: 61% 7. Sports: 42% 3.  InternaJonal/NaJonal News: 56% 8. Business: 38% 4. Obituaries: 51% 9. TV: 34% 5. Weather: 49% 10. Science/Tech: 33%

What percent of age 75+ prospects subscribe to online versions of newspapers?

A.  5% B.  10% C.  15% D.  20% E.  25%

D. 20%

Key Findings: Online Newspapers

0%

10%

20%

30%

40%

50%

55-‐59 60-‐64 65-‐69 70-‐74 75-‐79 80 +

20% 21%

28% 32%

22% 17%

% of Respondent That Subscribers to Online Newspapers

07/01/2015_3:30 PM

9

Summary: Newspapers

v  TradiJonal, printed newspapers are sJll a strong choice for reaching qualified CCRC prospects.

v  Main news secJons conJnue to be the most read. v  Online newspaper subscripJons have grown rapidly

and are important to consider in a media plan.

How Love & Company uses print media

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Advertorials 2014: 220 leads, $320/lead

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

How Love & Company uses print media

Announcement Ad

March: 53 leads, $145/lead

Baldwin Park is a stylish, vibrant, upcoming neighborhood• Just one mile from Winter Park and three miles from

downtown Orlando

• Includes 1,100 acres of parks, lakes, lush landscaping andbeautiful homes

• Features inviting shops, restaurants, movie theaters, colleges and more

• Miles of pet-friendly paths and trails for biking andwalking with everything you need within easy reach

Here’s what you may know:

Welcome home to WestminsterBaldwin Park, a neighborhood ofWestminster Winter Park• Spacious, well-appointed apartment homes

with stunning views of Lake Baldwin

• Lifestyle amenities and services such as casualdining café, heated outdoor swimming pool andstate-of-the-art fitness center

• Maintenance-free living, includinghousekeeping and maintenance

• Full access to the Westminster Winter Parkcampus, with its abundant amenities, lifelonglearning opportunities and assurance of accessto a continuum of healthcare services

• Part of Westminster Communities of Florida, a financially strong, faith-based, not-for-profitfamily of 19 senior living organizations

Here’s what you may not know:

Call the Westminster Baldwin ParkMarketing Welcome Center today!

407-907-6915A Neighborhood of Westminster Winter Park

Now Taking Reservations forACTIVE SENIOR LIVING IN BALDWIN PARK.

07/01/2015_3:30 PM

10

Television

Age 75+ respondents are more likely to watch day3me TV than age 55 to 69 respondents.

A.  True B.  False

A. True: 55% of age 75+ respondents watch TV between 9 am and 3 pm, compared to 40% of age 55 to 69 respondents.

Age 75+ respondents are more likely to watch evening news than age 55 to 69 respondents.


A. True: 86% of age 75+ respondents watch TV between 5 pm and 7 pm, compared to 75% of age 55 to 69 respondents.

07/01/2015_3:30 PM

11

Age 75+ respondents are more likely to watch prime 3me TV than age 55 to 69 respondents.


B. 91% of both age 75+ and age 55 to 69 respondents watch TV between 8 pm and 11 pm.

Key Findings: Television

v  Local news §  85% of age 75+ respondents watch local news §  60% of age 55 to 69 respondents watch local news

v  NaJonal news §  90% of age 75+ respondents watch naJonal news §  33% of age 55 to 69 respondents watch naJonal news


v  Top three genres of TV watched 75+ 55 to 69 1.  News: 16% News: 14% 2.  Sports: 14% Sports: 9% 3.  Documentaries/history: 9% Comedies/sitcoms: 9% 4.  Movies: 8% DetecJve/medical: 8% 5.  Game shows: 8% Movies: 8%

07/01/2015_3:30 PM

12


v  Top five cable channels watched on a weekly basis 75+ 55 to 69 1.  Fox News TNT 2.  History Channel History Channel 3.  CNN Discovery 4.  The Weather Channel USA 5.  ESPN Fox News


v  TV subscripJon services §  70%: Cable §  23%: Satellite §  15%: Internet streaming

Summary: TV

v  TV is a powerful medium, but expensive. v  TV tends to be a branding media more than a lead

generaJon media. v  If you are targeJng older prospects, dayJme TV and

local news are good opportuniJes. v  If buying cable packages, lean toward the top genres

of staJons.

07/01/2015_3:30 PM

13

How Love & Company has used TV

v  We basically don’t.

Radio

The highest propor3on of age 75+ prospects that listen to the radio during any day part is “x?”

A.  40% B.  50% C.  60% D.  70% E.  80%

A. 43% of age 75+ respondents listen to the radio between 12 pm and 4 pm, and 42% listen between 9 am and 12 pm.

07/01/2015_3:30 PM

14

Age 55 to 69 respondents are significantly more likely to listen to the radio than older respondents.


B. False: 41% of age 55 to 69 respondents listen between both 9 am and 12 pm, and between 12 and 4 pm, (compared to 43% and 42%, respec3vely).

Key Findings: Radio

v  Top genres of radio listened to 75+ 55 to 69 1.  Oldies: 15% Classic rock: 18% 2.  Classical: 14% Oldies: 17% 3.  Talk: 13% Light mix: 11% 4.  Public radio: 12% Country: 10% 5.  Country: 10% Talk: 8%

The propor3on of respondents (all age groups) that listen to streaming radio is “x?”

A.  < 5% B.  5 -‐ 9% C.  10 -‐ 14% D.  15 -‐ 19% E.  > 20%

B. 12% of age 55 to 59 respondents stream radio, with between 3% and 8% of other age groups streaming.

07/01/2015_3:30 PM

15

Summary: Radio

v  Radio is a challenging media: Usage is lower than other media, and listeners are spread over many staJon formats.

v  Radio also tends to be more of a branding medium. v  Best strategy: Buy a mix of dayJme segments (6 am

through 7 pm) and a mix of the top staJon formats.

How Love & Company has used radio

v  Complement print and online adverJsing to promote events to adult children

v  Branding support for independent living programs (NPR)

Digital/Online

07/01/2015_3:30 PM

16

How many hours/week does the average 75 to 79 year old spend online?

A.  < 5 B.  5 to 7 C.  8 -‐ 10 D.  11 -‐ 13 E.  14+

D. 11 hours

Key Findings: Internet

0 2 4 6 8 10 12 14 16 18

55-‐59 60-‐64 65-‐69 70-‐74 75-‐79 80 +

17 17 18

15

11

7

Hours P

er W

eek

Internet usage in hours per week

Key Findings: Ways Internet is Accessed

0%

10%

20%

30%

40%

50%

60%

70%

80%

55-‐59 60-‐64 65-‐69 70-‐74 75-‐79 80 +

Desktop

Laptop

Tablet

Smartphone

07/01/2015_3:30 PM

17

Besides email, what are the top three uses of the Internet—in order—for all respondents?

A.  Shopping, social media, news

B.  Research, shopping, bills C.  News, social media, bills D.  News, research, games E.  Shopping, research, news

B. Research (70%), shopping (61%), bills (54%), news (52%), social media (42%), games (34%)

Key Findings: Internet

v  Primary types of research done online by those 75+ 1.  Health issues (50%) 2.  Current events (50%) 3.  Travel/vacaJon (50%) 4.  Financial info (33%)

5.  Recipes (33%)

How Love & Company uses online ads

Newspaper Website Ads Two-‐week campaign: •  90,950 impressions •  93 clicks •  0.1% CTR

07/01/2015_3:30 PM

18

What percent of age 75+ respondents use social media?

A.  10% B.  20% C.  30% D.  40% E.  50%

C. 36% of those 75 to 79, and 28% of those 80+, report using social media

What percent of the adult child market (55 to 69) use social media?

A.  30% B.  40% C.  50% D.  60% E.  70%

D and E. 67% of those 55 to 59, 71% of those 60 to 64, and 63% of those 65 to 69, report using social media.

Key Findings: Social Media

v  Primary reasons respondents do not use social media 1.  Not interested (80%) 2.  Security concerns (35%)

v  Primary uses of social media 1.  Stay in touch with family and friends 2.  Reconnect with friends

3.  Share photos and videos

07/01/2015_3:30 PM

19

Key Findings: Social Media

v  Top social media sites used on a daily basis (for those who use social media): 75+ 55 to 69 1.  Facebook: 33% Facebook: 54% 2.  Google+: 16% YouTube: 9% 3.  Reddit: 8% Google+: 9% 4.  Blogger: 7% Pinterest: 5% 5.  3-‐way Je: 2% Twi`er: 5%

(Instagram, Ping, Yelp)

How Love & Company is using social media ads

News Feed: Computer

News Feed: Mobile

Right Column Ad: Computer

Facebook Ads

March campaign: •  Reach: 2,364 •  Impressions: 4,107 •  Clicks: 117 •  CTR: 2.8%

What percent of age 75+ respondents follow blogs?

A.  < 5% B.  5 -‐ 10% C.  10 -‐ 20% D.  20 -‐ 30% E.  > 30%

C. 19% of those 75 to 79, and 10% of those 80+, follow blogs.

07/01/2015_3:30 PM

20

Key Findings: Blogs

0% 20% 40% 60% 80% 100%

55-‐59

60-‐64

65-‐69

70-‐74

75-‐79

80 +

74%

76%

67%

55%

49%

21%

Familiarity with online blogs, by age

Key Findings: Blogs

v  Blog topics most interested in 75+ 55 to 69 1.  By family/friends: 6% Cooking: 8% 2.  Health: 6% Travel: 6% 3.  Cooking: 5% Current events: 6% 4.  Financial: 5% By family/friends: 6% 5.  Current events: 5% Health/ReJrement (Je): 5%

How Love & Company has used blogs

250 page views

150 page views monthly

07/01/2015_3:30 PM

21

What percent of age 80+ respondents have par3cipated in a webinar?

A.  < 5% B.  5 to 10% C.  10 to 15% D.  15 to 20% E.  > 20%

B. 9% of age 80+ respondents have par3cipated in a webinar.

Key Findings: Webinars

0%

10%

20%

30%

40%

50%

60%

55-‐59 60-‐64 65-‐69 70-‐74 75-‐79 80 +

41% 36%

25% 27%

18%

9%

Have Par3cipated in Webinars, by Age


v  Nearly 75% of age 80+ respondents say they would be interested in a webinar.

v  Nearly 60% of those age 75 to 79, and about 55% of those under 75, would be interested in webinars.

v  55% would prefer to view a pre-‐recorded webinar at their leisure, and 45% would prefer it live.

07/01/2015_3:30 PM

22


v  Webinar topics most interested in 75+ 55 to 69 1. Health: 13% Health: 7% 2. Financial: 7% Music: 6% 3. Academic lectures: 5% Financial: 6% 4. PoliJcs/Business/ Sports/Personal Finance/Personal Finance (Je): 5% ReJrement/PoliJcs (Je): 5%

How Love & Company has used webinars

E-‐mail invita3on • 5 parJcipants • 2 appointments

Conclusions

07/01/2015_3:30 PM

23

Conclusions: Newspapers

v  TradiJonal newspapers are sJll an effecJve way to reach the age 70+ market.

v  Online newspapers are growing in popularity and will be increasingly important to include in media plans in the future.

Conclusions: TV

v  Television is a good medium for reaching “the masses,” but has a high cost.

v  Cable buys with carefully selected staJons, or placements on local news broadcasts, can be an effecJve way to integrate TV, if your budget allows.

Conclusions: Radio

v  Radio is a challenging medium to reach a broad segment of the market.

v  To be effecJve, radio buys should include mulJple day parts on mulJple staJon formats.

07/01/2015_3:30 PM

24

Conclusions: Online

v  All age segments spend significant Jme on the Internet, with the 55-‐69 segment spending the most.

v  Online ads should be selecJvely placed where prospects are most likely to spend Jme.

v  Social media adverJsing is more effecJvely targeted to adult children than to older prospects.

v  Webinars and blogs have significant potenJal, but the market needs to be educated about them.

Ques3ons/ Discussion

Thank You!

Tim Bracken, Vice President Lisa Pearre, Principal/Execu3ve Vice President

301-‐663-‐1239

[email protected] [email protected] www.LoveAndCompany.com

FINAL Media Presentation for SHOW 7-1-15 · 07/01/2015_3:30PM 2 PlaceLove Logo,withSMS line,here*...

Documents

Transcript of FINAL Media Presentation for SHOW 7-1-15 · 07/01/2015_3:30PM 2 PlaceLove Logo,withSMS line,here*...