campaign objective this is a place to put the campaign description. this is just filler text here....
TRANSCRIPT
Campaign ObjectiveThis is a place to put the campaign description. This is just filler text here. This is a place to put the campaign description. This is just filler text here. This is a place to put the campaign description. This is just filler text here.
Pabst Blue RibbonAward Winning Brewing Company
Date
Campaign Objectives
•
•
•
•
Industry Research
• Relevant piece of research (Source)
• Relevant piece of research (Source)
• Relevant piece of research (Source)
• Relevant piece of research (Source)
• Relevant piece of research( Source)
Industry Research
Who is on your ladder?
What are they known for? (Positive Public Perception)
What’s their baggage? (Negative Public
Perception)
Psychologists tell us that the human mind retains an average of 3 choices for any product, service, or local business category. If you’re not #1, #2, or #3, you’re not even in the game!
Open or Saturated Ladder
• Brick Elements (Brick elements are all the parts of your story that you build in the listener’s mind. Testimonials or seasonal commercials would be considered Brick Elements)
•
•
•
• Mortar Elements (Mortar is the consistency of elements in your marketing message. Slogans or “Jingles” are examples of Mortar Elements; these elements should be included in all advertising)
•
•
•
• UTOPIA Elements (For Action Plans, your commercials should follow U.T.O.P.I.A. )
•
•
•
Creative…(listen for)
Aggressive Plan
On Air•25 Selling Messages per week on 96.7 KCMQ•25 Selling Messages per week on KSSZ•25 Selling Messages per week on Y107
Free copywriting, production, and Display Ad design from the award winning Zimmer Creative Services
On Line: •Large Web Banner on each station website •Streaming Sponsorship on each station website•Website Design•Social Media
On Location:•Live Broadcast on Y107 once per quarter
Weekly Investment =(52 Week Minimum)
Business Name: _________________________
Signature___________________________ Date _______
Conditions:•Selling Messages (:60 Commercials) run on the Total Audience Plan Monday – Sunday•Payment in full required in advance, unless a positive credit history established with Zimmer Radio Group. All Zimmer Terms and Conditions Apply (See separate sheet). •Any cancellation will require a 30 day written cancellation notice and payment in full of all outstanding balances. •Pricing good for 7 business days but subject to availability
Start Date:_____________ End Date:_____________
Moderate Plan
On Air•25 Selling Messages per week on 96.7 KCMQ•25 Selling Messages per week on KSSZ
Free copywriting, production, and Display Ad design from the award winning Zimmer Creative Services
On Line: •Large Web Banner on each station website•Streaming Sponsorship on each station website•Website Design•Social Media
On Location:•Live Broadcast on 96.7 KCMQ once per quarter
Weekly Investment =(52 Week Minimum)
Business Name: _________________________
Signature___________________________ Date _______
Start Date:_____________ End Date:_____________
Conditions:•Selling Messages (:60 Commercials) run on the Total Audience Plan Monday – Sunday•Payment in full required in advance, unless a positive credit history established with Zimmer Radio Group. All Zimmer Terms and Conditions Apply (See separate sheet). •Any cancellation will require a 30 day written cancellation notice and payment in full of all outstanding balances. •Pricing good for 7 business days but subject to availability
Conservative Plan
On Air•25 Selling Messages per week on 96.7 KCMQ
Free copywriting, production, and Display Ad design from the award winning Zimmer Creative Services
On Line: •Small Web Banner on KCMQ.com •Streaming Sponsorship on KCMQ.com•Website Design•Social Media
On Location:•Live Broadcast on KCMQ once per quarter
Weekly Investment =(52 Week Minimum)
Business Name: _________________________
Signature___________________________ Date _______
Start Date:_____________ End Date:_____________
Conditions:•Selling Messages (:60 Commercials) run on the Total Audience Plan Monday – Sunday•Payment in full required in advance, unless a positive credit history established with Zimmer Radio Group. All Zimmer Terms and Conditions Apply (See separate sheet). •Any cancellation will require a 30 day written cancellation notice and payment in full of all outstanding balances. •Pricing good for 7 business days but subject to availability
Service Contract
What are your expectations?
Yes No Expected service What that means to you
Competitive market knowledge
Copy approval by phone by email in person
Attend production session
Audition commercials before airing
Copy of the commercial
Commercial preview for my staff
Transcript of the commercial
Review first invoice with me in person
Confirmation of schedule
Submit Co-op claims for me (Need claim sheet)
Arrange for Co-op Pre-approval
Quarterly visit with Management
Special billing requirements
Regular copy changes
Opportunity to see all promotional programs
Station tour for family
Training session for staff
Visit from stations Creative staff
Tracking Systems
Client
Station Representative Date
If I know in advance what you expect from me, we’re more likely to have a satisfying business partnership