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Grand Opening Media Strategy

Po#sgrove,  PA  

Des-n,  FL  

Charlo#esville,  VA  

Winder,  GA  

Cleveland,  TN  

Jacksonville,  FL  

Savannah,  GA  

LOCATIONS

COMMUNICATION GOALS CREATE AWARENESS, DRIVE ATTENDANCE, CREATE LOYALTY

Reach Based Planning

Define Target Audience

Define Marketplace

Media Mix

Campaign Duration

AUDIENCE

MASS REACH

DEFINE DEMO

Monitor Analytics

COMMUNITY AWARENESS

 All messages should be crafted with clearly identifiable brand attributes

 Establish pre- promo benchmarks to measure on-going progress

GENERATE EXCITEMENT

 Choose media that allow feedback and measure

 Develop strategy to communicate in a meaningful way with consumers

 Establish feedback channels

COMMUNICATE ATTRIBUTES

 Plan should establish measurable standards of performance for success

 Attendance, concession sales, online engagement

 Per screen or comp performance?

CREATE BRAND LOYALTY

 Use social media to establish and encourage deeper engagement.

 Use analytical tools to identify target opportunities and refine strategy

MAXIMIZE ATTENDANCE

 Define media delivery in goal measured GRP/CPP, CPM, etc.

  Impression based digital vs. CTR traffic goal

COMMUNICATION GOALS HIGHER RECALL > DEEPER ENGAGEMENT

SET DELIVERY OBJECTIVES

Reach & Frequency   Dominate, promotion,

sustaining

MEDIA AVAILABILITY

OUTLETS Avails,CPP, CPM

SUBMIT PLAN & BUDGET

Reach based zero budget cost driven

EXECUTE PLAN Make  buy,  traffic  

produc1on  Monitor  and  admin  

IDENTIFY MEDIA PARTNERS

Local engagement Remotes, value added, etc.

POST BUY ANALYSIS

Verify and analyze alter base template

DEFINE MARKET

Geography Footprint

PRE-­‐LAUNCH   POST  EVENT/SUSTAINING  

MEDIA PLANNING CHECKLIST

4  -­‐6  month  

LAUNCH  

IDENTIFY CHARITY Coordinate with staff And engage supporters.

•  Establish min. reach and frequency goals (80/5) •  Achieve optimal mix/levels for different campaigns Media Weight Levels

•  Define campaign length and awareness goal •  Apply flighted strategies/message management

techniques Measured Flighting

•  Develop strategies grounded in customer trends •  Multiple channels yield delivery efficiencies (3 rec.) Media Selection

•  Define digital opportunities •  Determine appropriate investment levels Digital Strategy

•  Measure campaign success, business growth with changing marketing priorities

•  Redefine objectives and strategy Optimal Investment

DRIVING MEDIA EFFECTIVENESS VARIETY OF VARIABLES AFFECT BUDGET/RESULTS

REACH BASED PLANNING DEFINES THE TARGET AND DELIVERY CHANNELS SETS REASONABLE GRP LEVELS FOCUSES ON ACHIEVING REACH & FREQUENCY GOALS

AUDIENCE

SET GOAL

REACH

DEFINE DEMO

FREQUENCY

IS IT COST EFFECTIVE EVALUATE USING CPM VS. CPP >

REACH

CPP

–  Allows comparison between media & targets •  Can index a CPM because universe base is equal

–  Example: •  Men 18-49 Universe = 300,000 •  Women 18-49 Universe = 400,000 •  Vehicle Unit Cost = $50,000

–  Delivers 10 GRPs to Men and to Women

CPP: Unit cost / GRPs Men = $5,000 Women = $5,000

CPM: Unit Cost / Impressions Men = $16.67 Women = $12.50

CPM

RECOMMENDED GRP LEVELS PLAN TOTAL DELIVERY BASED ON WEEKLY DELIVERY GOALS

Objective Weekly GRPs Weekly Reach 4-Week GRPs 4-Week Reach

Dominate 425 90% 1,700 95%

- Television (cable) 275 75% 1,100 90%

- Local Radio 150 53% 600 71%

Base (promo) 130-160 65% 520-640 90%

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TV, 29%

Cable TV, Online, 29%

News, 1% Magazine, 1%

Other, 3% Radio, 4%

Mobile, 18%

MEDIA USAGE DRIVES CHOICES MEDIA SELECTIONS BASED ON DEMOGRAPHICS

Time spent per day

•  Robust database  Offers insights into programming and

marketing to listeners

 Provides engagement metric with stations and advertised brands

•  22% of people who visit a Broadcast Radio station website clip advertiser coupons

Note: costs vary significantly by market and geographic area, as well as number of available media outlets. Costs are an average estimated cost.

Media Mix ENSURE MEDIA WEIGHT ACHIEVES REACH AND FREQUENCY GOALS

TV/Video

mass reach awareness emotion

Digital

flexiblility interactivity

personalization extend video reach beyond

TV

Print

message detail dwell time

engagement trustworthiness

Radio

call to action reach and frequency trusted

presence dayparting

Outdoor

creative cut-through

awareness visual

innovation proximity

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TELEVISION STILL THE DOMINATE VIEWER CHOICE

•  TELEVISION STILL KING  Highest number of gross viewers

 Highest level of usage

•  40% of people engaged with media are using TV

•  Across all demographics average TV usage tops 3.5 hours per day

Household Penetration

90% 85%

70% 65%

90%

60%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

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TELEVISION WHY USE CABLE?

•  TELEVISION STILL KING  Local cable TV allows you to focus your

message and precisely target your most valuable potential customers in a desired demographic area

  DMA Interconnect

 Ad tag – Ad copy

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TELEVISION STILL THE DOMINATE VIEWER CHOICE •  During 2011/12 season, Adults 18-49 watched roughly 32 hours of TV per week

–  Equates to nearly 4.5 hours per day

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•  During 2010/11 season, Adults 18-49 watched roughly 32 hours of TV per week –  Equates to nearly 4.5 hours per day

THE CHANGING LANDSCAPE TRADITIONAL MEDIA CHOICES LOSING GROUND

+32% growth in

Mobile

+8% growth in Internet

TV still majority of time spent

Share of Time Spent per Day with Media

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DISADVANTAGES

 Radio market can be fragmented

 Must purchase multiple stations to reach all target market segments.

 Attention can be low (background clutter)

 Commercial Clutter lack of visual impact

UNIT SELECTION

 BACK TO BACK SPOTS are cost effective way to support multiple messages.

 :30 Grand Opening (Features)

 :30 Charity Night

 :30/:30 doubles GRP delivery

ADVANTAGES

 A cost effective mass medium capable of easily delivering your message to many people

 Targetable (by demo, lifestyle and geography)

 Appropriate for call-to-action

 Trusted environment gives positive halo to ad messages

RADIO TRUSTED MEDIA DELIVERS LOYAL AUDIENCE

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TUNED-IN WEEKLY BROADCAST RADIO LISTENING IS CONSISTENT AND STRONG

Source: Arbitron, RADAR 115, Dec. 2012, Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates)

M 18+ W 18+ 16 Hours Per Week

Nearly 14 Hours Per Week

INFLUENCING BEHAVIOR RADIO DRIVES TRAFFIC WHICH INCREASES BRAND AWARENESS AND PURCHASE INTENT

Source: Katz Marketing Solutions, custom research study.

Film Awareness +29%

Increase Once Exposed to Radio Campaign

Purchase Intent

Likelihood of Opening an Account

+20%

+12%

Theatrical (Thriller)

Electronics (Digital Cameras)

Finance (Consumer Banking)

105

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RADIO DOMINATES DAYTIME AUDIENCE DELIVERY

Local Streaming Station Audience, Arbitron PPM, October 2012, Persons 18+ (33 stations from 24 metros)

Drive-time peaks are expected when streaming in cars becomes standard.

LISTENING PEAKS between 8AM – 5PM 8-9 AM

4-5 PM

WORKING 9 TO 5 RADIO DOMINATES THE RETAIL DAY

51% % of Media Time Spent per Day, A25-54

BROADCAST RADIO

Internet 43%

Television 39%

Newspaper 22%

Magazine 18%

Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-2012/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM

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DISADVANTAGES

 Short term availability

 Message brevity

 Creative production cost

 Long term inventory holding

DIGITALS BB

 Higher unit cost, lower production cost

 Multiple facings per mkt.

 Primary travel arteries

 Target competitor locations

 Multi/daypart specific messaging

 Brighter graphics

 Motion available

ADVANTAGES

 Quickly build reach & frequency.

 Creative cut through

  Ability to provide localized messages to many people

 Targetable (by demo, lifestyle and geography) the right people are exposed with little waste

 24/7 delivery

OUTDOOR 24/7 DELIVERY. HIGH REACH AND FREQUENCY

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OUTDOOR 24/7 DELIVERY. HIGH REACH AND FREQUENCY

•  ELECTRONIC BOARDS  Multiple messages/daypart

 Teasers

 Eliminate production/unlimited message

•  Feature X •  Promote Charity Night/Events/Titles •  Available on month to month

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DIRECT MAIL DATA MINING AND GROUP COUPONING

•  Mailed to household within a defined radius  1 – 3 mile defined household reach

 Can customize geography

•  Feature new attributes •  Direct to online to signup for Rewards

Program

•  Coupons: discount BOGO admission, online rewards

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CHARITY EVENT ESTABLISH STRONG COMMUNITY TIES

•  EXAMPLE: Ronald McDonald House  Charities exist in most markets

 National Charity with strong local base

•  Involves multiple outlets in every market •  Distribution to every customer in-store and

drive-thru (3,000 per store per day avg.)

•  Engages staff, supporters, media and public

•  CHARITY NIGHT: admission proceeds to benefit

Customer Bagstuffer

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SOCIAL NETWORKING CONTINUES TO GENERATE MASSIVE NUMBERS

•  Social media reaches 80% of the active online population.

•  Applications like Facebook and Twitter allow users to access audio, video and coupons

•  Facebook reaches 60% or A18-49 each day

•  50% of Twitter users sign in once a month, 25% sign in every day

•  More than half of Facebooks users log in every day

•  Percentage of access for social networks via mobile is increasing by 24% each year.

Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L

162MM online users

57MM mobile users (50% YoY Growth)

90MM online users

13MM mobile users (75% YoY Growth)

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MOBILE MOBILE DEVICES STEADILY GROWING

•  The number of mobile phone subscribers surpassed the number of people living in the US.

•  51% of consumers own a mobile device. Up 34% in 2012.

•  14% own tablets. UP 400%.

•  10% own internet connected TV’s. UP 25%.

•  Smartphone owners index at 103 for weekly AM/FM listening audio content on a cell phone/smartphone

•  55% of listeners said they listen to their favorite personalities on computers or mobile devices when away from a Radio

Sources: 2011 Mobile Consumer Report, Experian/Simmons; The Infinite Dial 2012 – Arbitron Inc. Edison Media Research; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA

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MOBILE PHONE MORE MOBILE SUBSCRIBERS THAN PEOPLE IN THE US

Sources: 2011 Mobile Consumer Report, Experian/Simmons; The Infinite Dial 2012 – Arbitron Inc. Edison Media Research; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA

US Mobile Phone Subscribers (millions & % of population)

DIGITAL GROWTH DIGITAL OFFERINGS ARE STEADILY INCREASING > GROWING UTILITY IN DRIVING HIGHER R & F

Higher cost begins to decrease yield

Ideal CPM range

$5 CPM

$35 CPM

Info-seeking

High consumer

involvement

Drives efficiency

Visual impact

Two-way dialogue

Brand Connections

Build advocates

On-the-go

Location targeted

Call-to-action

High consumer

involvement

Location & daypart targeting

Message flexibility

Extend TV reach

Sight, sound & motion

Break through

Ad Network

Display Social Mobile Video Gaming DOOH

CLICKS/CTR Number of times  

a banner was clicked

INTERACTIONS Number of times

banner was interacted

VIDEO COMPLETION Percentage of video did

the viewer watch

USER ACTION RATE %  of  users    

That  took  desired  ac-on  –  Download,  Friend,  etc.  

VIDEO VIEWS How many people saw

:15 or :30 Spot

PURCHASE OR LIFT Conversion or shift

in brand awareness

IMPRESSIONS Number of times banner was served

Awareness  campaign  engagement:  Passive  user  response  

Deeper  user  engagement:    Ac-ve  user  response  

DIGITAL MEDIA MEASUREMENT

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ACTIVATE FACEBOOK PAGE

FACEBOOK GENERATES HIGH INCIDENCE OF USE MORE DAILY INTERACTION AND TIME ONSITE

FACEBOOK users and SM interaction have

created an entirely new ad channel

(Audience levels exceed radio in 2003)

Ad revenue generated exceeds print category

Largest % shift of users is to digital/SM •  Impression based opportunity

•  Click through capability

•  User analytics more robust than any other media

•  Search based/discovery based/Demographic targeting

•  Owned channel

•  Consumer engagement/brand loyalty

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ACTIVATE FACEBOOK PAGE

USE TRADITIONAL ADVERTISING TO IMPROVE TARGETING

PAID ADVERTISING further capitalizes on quality content and increases likelihood for virality

• Target radius around specific location

• Target demographics (age, gender)

•Target interests

•Use keywords

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ACTIVATE FACEBOOK PAGE

FACEBOOK USERS CAN BE IDENTIFIED BY THEIR DATA GEOGRAPHY, INTERESTS, DEMOGRAPHICS

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ACTIVATE FACEBOOK PAGE

USAGE AVAILABLE ON MULTIPLE PLATFORMS

D

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SAMPLE GOOGLE AD

USERS ARE EXPOSED DURING SEARCH USING KEY WORD

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SAMPLE YOUTUBE AD

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VIRALITY OF SINGLE POST

DEAL DRIVEN CALL TO ACTIONS YIELDS GREATEST INTERACTION

80,024 reach

66,989 shares

13,037 likes

3,405 comments

NEW PAGE LIKES (97,000 – 142,000) DEC. 2012

•  45,000 New Page Likes

28,720 New Page Likes on Dec 28th •  26,559 came from a mobile device

DEMOGRAPHICS

FEMALE 25-44 84% 55%

PHASE – 1

  3-months pre-opening   Identify/Secure outdoor

  Media contacts & rates

  Local opportunities

  Station promotions/Trade

  Identify Charity - Leverage audience

  Chamber of Commerce - Ribbon cutting - Newsletter insertion - Email distribution

PHASE – 2

 6-weeks -  Finalize direct mail offers

and radius

 1 Month - Post teaser outdoor - Countdown Clock – digital

boards -  PR/media alerts

 2 weeks - Direct mail drop -  Begin teaser radio -  Grand opening -  Charity/VIP Night - Newspaper insertions

CAMPAIGN

 4-week duration

 2-week Pre-Opening - Generate excitement -  Charity Event

 2-week Post-Opening

 Media Platforms - TV, Radio, Local Newspaper, Direct Mail

PROMOTIONAL TIMELINE TACTICAL PLAN

GRAND OPENING MEDIA BUDGET

Medium Duration Unit Cost Total Cost

Digital Outdoor 2-months 2 boards $xxxx/ea

$x,xxx

Direct Mail 3-mile radius 10,000 HH $x,xxx

Digital/Social Media 2-months $x,xxx/mo $x,xxx

Radio 4-weeks 150 GRPs Avg $xx CPP

$x,xxx

Newspaper 4-weeks Full Color ¼ to ½ page

$x,xxx

Cable TV 4-weeks $x,xxx/wk $x,xxx

Total Cost $xx,xxx

Note: costs vary significantly by market and geographic area, as well as number of available media outlets. Costs are an average estimated cost.