gannettlocal sales presentation for atlantic city
DESCRIPTION
For our graduate Media Planning class, we were tasked with developing a sales presentation, as gannettlocal, for Atlantic City, NJ. We researched and developed a target market, as well as the best ways to reach them via gannettlocal's products and offerings.TRANSCRIPT
![Page 1: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/1.jpg)
![Page 2: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/2.jpg)
GannettLocal Sales Presentation For Atlantic City All Rights Reserved
![Page 3: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/3.jpg)
The GannettLocal Team
Joshua Crafter Media Strategist
Cheng-en “Candy” Lee Research and Analyst
Li Tang Media Analyst
Nancy Weickhardt Lead Creative
![Page 4: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/4.jpg)
• What We Do • What Atlantic City Needs • How We Can Address Those Needs • Product Competition • Medium Competition • Target Market • Media Plan • Q&A
GannettLocal for Atlantic City
![Page 5: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/5.jpg)
Casinos on the Northeast
Competition
![Page 6: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/6.jpg)
Las Vegas
![Page 7: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/7.jpg)
How Can Atlantic City Use Advertising To Distinguish Themselves From Competition?
![Page 8: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/8.jpg)
Why Digital?
Where consumers are directed to
![Page 9: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/9.jpg)
Why Digital?
2007 2010
Consumers spending more time online
![Page 10: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/10.jpg)
Why Digital? Segmented consumers
I tend to trust the information on websites that I have heard a lot about.
I am doing more of my shopping on the Internet than before.
When I need information the first place I look is the Internet.
The Internet has changed the way I shop for products/services.
The Internet has changed the way I get information about product/services. Targeted
segment
![Page 11: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/11.jpg)
Why Digital?
Spend high number of hours on personal computer at work
Use the internet to search information for airline/car/hotel reservation
Use computer for travel planning purpose at work
Target segment is MORE likely to ... than average
Gather information for shopping in general
![Page 12: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/12.jpg)
Why GannettLocal?
“Target. Engage. Convert.”
GannettLocal, a Gannett Company
![Page 13: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/13.jpg)
Why GannettLocal?
SEO
Paid Media
Social Media
Retargeting
Mobile
Email Web Dev
Maps/Rep Video
![Page 14: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/14.jpg)
Why GannettLocal? GannettLocal is
— Brad Robertson Publisher of Vermont's Burlington Free Press
“a high-touch marketing consultation and a suite of multi-platform solutions …... delivered by a team of dedicated experts over the phone.”
![Page 15: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/15.jpg)
Couples, Ages 21-35, without children, Annual household income of more than 75k, Tri-States and Northeast States
Target Audience
![Page 16: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/16.jpg)
• More likely than average to visit to casinos, museums, shows, theaters, beaches, concerts, comedy clubs, and/or theme parks
• Use online travel services for airplane tickets, hotel reservations and/or car rentals
• Actively seeks information on movies, news, weather, and real estate listings online
Target Demographic
![Page 17: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/17.jpg)
Our target geographic area is:
• Close to Atlantic City
• Wealthier than average
• More likely to check in on Facebook
![Page 18: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/18.jpg)
Jesse and Caitlin, newly married Caitlin celebrated her 27th birthday in Atlantic City
Target Persona
![Page 19: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/19.jpg)
• Increase Atlantic City’s presence and interactivity on the Facebook, Twitter, Google + and Pinterest social media networks
• Reach our target audience via advertising on the Facebook social media network
• Revamp Atlantic City’s presence on search engines by virtue of SEO
• Reach our target audience via advertising through Google’s Adwords platform
• Specialized targeting and retargeting
What We’ll Do For You
![Page 20: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/20.jpg)
• Advertise evenly on Facebook and Google AdWords • Clicks Not Impressions • Instantly visible • Real time analytics • Change advertisements if they aren’t working • “22% of PPC campaigns achieve returns in excess
of 500%.”
Paid Media
![Page 21: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/21.jpg)
• March 1st, 2013 – February 28th, 2014 • $0.90 Cost Per Click • 2.3 Million Demographic • Promote the Atlantic City Facebook Page
o On-Page Advertisements o Sponsored Stories o 2012 Nature International Weekly Journal of Science
Facebook Advertising
![Page 22: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/22.jpg)
Sample Sponsored Story
Facebook Advertisements
![Page 23: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/23.jpg)
Facebook Advertisements
![Page 24: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/24.jpg)
Facebook Advertisements
![Page 25: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/25.jpg)
• Most “relevant” entries pop up first o Most searched o Most linked to o Proximity to words searched
• Lower ranking = few clicks • Evaluate AtlanticCityNJ • 90% of “U.S. internet users (aged 14+) will browse or
research products online in 2012” — Hubspot
Search Engine Optimization
![Page 26: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/26.jpg)
• March 1st, 2013 – February 28th, 2014 • $0.71 Cost Per Click • 4 Advertisement Focus
o DO Atlantic City o Shopping and Commerce Options o Entertainment Options o Vacation Options
Google AdWords
![Page 27: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/27.jpg)
• Casino • Resort • Hotel • Boardwalk • Entertainment/New Jersey Entertainment • Concerts/New Jersey Concerts • Vacation Deals • Shopping • Beach • Boardwalk Empire
Google AdWord Keywords
![Page 28: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/28.jpg)
Sample Google Advertisements
Google AdWords
![Page 29: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/29.jpg)
Retargeting, in it's most simple terms, is an advertisement that follows you like Casper. Everywhere you go, you see it. A website you visit, in this case, Atlantic City, will drop a cookie into your browser or on your computer.
Google then picks up that cookie, recognizes the cookie from Atlantic City, and then shows you an advertisement for Atlantic City
Retargeting
![Page 30: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/30.jpg)
Three options
Social Media Outreach
9 out of 10 internet users visit a social networking site at least once per month — comScore, 2011
GannettLocal Facebook/G+ Posts
Twitter/Pinterest Posts
Cost Per Month
MySpace Level 15 30 $899
Twitter Level 22 45 $1999
Facebook Level 30 70 $3999
![Page 31: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/31.jpg)
Roughly 330,000 Advertisement Clicks
Click Through Goal
![Page 32: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/32.jpg)
Three Options
Cost Per Click Budget
GannettLocal Clicks Estimated CPC Budget
MySpace Level 50,000 $48,100
Twitter Level 200,000 $185,000
Facebook Level 330,000 $310,000
![Page 33: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/33.jpg)
The Campaign That Works Best For You
Total Cost
GannettLocal Estimated Total Cost
MySpace Level $100,000.00
Twitter Level $275,000.00
Facebook Level $500,000.00
![Page 34: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/34.jpg)
Added Value
![Page 35: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/35.jpg)
Added Value
![Page 36: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/36.jpg)
• GannettLocal is a digital marketing agency for a changing world
• Atlantic City needs greater awareness among affluent Millennials and young, affluent Generation Xers
• That target demographic is online, and we know how to reach them
• Atlantic City’s competition is more or less Las Vegas, regional shopping and entertainment hubs, and independent casinos
• GannettLocal’s competition is traditional media
GannettLocal
![Page 37: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/37.jpg)
• Our target market is young, affluent, in a long-term relationship, enjoys social activities, and lives in the Northeast
• Our Media Plan includes Facebook and Google advertising, social media outreach, SEO, and retargeting
GannettLocal for Atlantic City
![Page 38: gannettlocal Sales Presentation for Atlantic City](https://reader034.vdocuments.us/reader034/viewer/2022051608/545823c1b1af9fcf338b532f/html5/thumbnails/38.jpg)
Questions?
GannettLocal for Atlantic City