Advertising Campaigns (ADV 625)

Syracuse University S.I. Newhouse School of Public Communications

June 25, 2009

Agenda

SituationAnalysis‐MarketOverview‐Competition‐Problems&Opportunities

News21‐TargetGroupAnalysis‐CreativeStrategy‐MediaStrategy

AgencyRecommendations

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SITUATION ANALYSIS

Market Overview

• Thedownfalloftraditionalmediaprovidesincreasedopportunityforonlinejournalism

• Americanswhosaidtheygot“mostoftheirnationalandinternationalnews”onlineincreased67%inthelastfouryears

• Withthenumberofonlinenewssitesincreasing,itmakesitdifJiculttoretainloyalreaders

“TheWebisstilldominatedbybigmedia.Ofthe25most­visitednewswebsites,22wereownedbytherichest100mediacompanies.”

‐BasedonanalysisofdatafromAdvertisingAgeandNielsenOnline

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Competition

DirectThefollowingwebsitesarewhereSouthernCalifornians18‐29yearsoldobtaintheirlocalnews:• DailyTrojan(USCSchoolNewspaper)• LosAngelesTimes• NeonTommy(USCNewsSite)• ThePressEnterprise

IndirectThefollowingarenationalnewswebsiteswherethose18‐29obtaintheirnews:• CNN• LosAngelesTimes• MSNBC• NBC• NewYorkTimes• TimeMagazine• USAToday• WallStreetJournal

4[Sources:Alexa&Simmons]

Problems

• Content:notfreshenough

• ToneofStories:News21currentlylacksnewswithatwist

• Lownumber:ofuniversitiesinvolved

• Lowinterest:inlocalnewsamong18‐29yearolds

• ClutteredMarket:Manysourceswherethetargetcangettheirnewsfrom

• Lackofprofessionalexperience:ofthestudentwriters

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Opportunities

• GeneralTopics:Othercompetitorswebsitesfocusonmoregeneralandbroadtopics,thereisanopportunityforNews21toaddressmorespeciJic,detailedfeaturestories/newsforlocal/urbandevelopmentsinthecommunity

• MultipleIssues:News21topublishtheircontentinto6‐monthsissuemagazines(twoissues/year)

• MoreColleges:Increasetheamountofcollegesanduniversitiesinvolvedintheproduct

• Credibility:Thisventureisbackedbystrongnamesinacademia

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NEWS 21

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TARGET GROUP ANALYSIS

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Target Group

AgeGroup:18­29Gender:MaleandFemaleEducation:Students(Graduate&Undergraduate)andCollegeGraduates

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PsychographicsSomeofthepersonalitytraitsofthistargetgroupare:adventurous,daring,absentminded,careless,authoritarian,demanding,aggressive,selfcentered,stubborn,andheadstrong.

LeisureActivities•TheyvisitThemeParks,StateFairsandZoos•Theygotothemovies•Theyattendcomedyclubsandconcertsregularly•Theygotonightclubs/barsregularly•Theylistentomusicandenjoyplayingmusicalinstruments•Theyregularlyplayvideogames

Sources:Alexa.com;Simmons,2005

Media Usage • ThetargetgroupishighlyInternetactive

• TheyaremostlikelytobeontheInternetbetween1pm‐5pmintheafternoonand10pm‐3amatnight.

• Theylistentotheradio,andaremorelikelytolistentoitthewholeday.

• Ourtargetgroupismorelikelytobecaptiveviewers • CellPhoneUsage

‐ Internetaccessontheirmobiles‐ Highlyusagefortextmessaging‐ Playgamesonmobiles‐ Built‐incameras

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Consumer Insights

Common Threads based on survey: 

•Respondents tended to read or watch news between 8am-6pm •Popular news venues included Associated Press, CNBC, CNN, NBC, NY Times, and AOL feature stories •Few respondents paid or subscribed to news online

“There are too many news channels out there, so I tend to check out sites who updates constantly and often post breaking news.” ~ Yvonne

“If it affects me, people I know, or places I am familiar with, then I’ll take a look at it.” -Aaron

“I like my news short and to the point. I absolutely hate stories that carry on for more than 2 pages (online).” -Caitlin

“I like to share stories with my friends when the stories are very funny, it makes me smile and feel better.” -Fang

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CREATIVE STRATEGY

Advertising Strategy

PositioningTo18‐29yearolds,News21isanin‐depthdigitaljournalismwebsitethatengagestheactiveparticipationofyouthbecauseitfostersaninterestinjournalismbycombiningstudent‐generatedcontentwiththeexpertiseoftopjournalismschoolsacrossAmerica.

MarketingObjectiveToincreasepageviewsby2‐6millionwithin12monthsfortheNews21website.

AdvertisingObjectiveToincreasebrandawarenessamong18‐29yearoldsbyattainingareachof75%andafrequencyof3.

Rationale:Thisisneededinordertoattainthemarketingobjectiveof2‐6millionpageviews.

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Creative Idea

Tagline:“Everybodylovesagreatstory!”

IdeaExecution:

• Wewillplaceministoriesinnovativelyonwebsitesandcampusthroughouttheadvertisingcampaign.

• TheministoriesaresimilartothestoriescoveredontheNews21websiteonline

• Video−videoswillbemadeforsomestories,andwillbeplacedonYouTube,participatingstudents’SNSsites.

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MEDIA STRATEGY

I. Media Plan

CampaignDuration:ONEYEAR

MediaUsedInternet,OnCampus,PR,GuerillaMarketing

Keepinginmindthebudgetconsiderations,wehavecomeupwithtwoplans:theWorkingPlanandContingencyPlan.

TheWorkingPlanwillinvolveminimaladspendsandwillconcentratemoreonthefreeorcheapermeansofadvertising.

Incasewedon’tgettheplannednumberofusersontheNews21website.WewouldlaunchtheContingencyPlantosupporttheWorkingPlan.

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Media Plan

WorkingPlanInternet:• Websitesandonlinesocialnetworking• Widgets

OnCampus:• CampusQuadandotherpotentialareaslikewalkways,buildings,etc.• StudentCenter• Collaboratingwiththeparticipantschool'snewspapers(onlineandprint)• PR&GuerillaMarketing

ContingencyPlan• WebsitesbeyondYahooandMSN• Textmessaging• iPhoneapplication• Collaboratingwiththeparticipantschool'snewspapers(onlineandprint)

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II. Media Execution: National

EnergyConservation­NorthernCarolina

OnCampus

Basedonthestory“Keepingthelightson”

PR:TheBigIdea‐"LightsOut"

Where:ApoweroutagewouldtakeplaceonNorthernCarolina'scampusinhightrafJicareassuchasthecampusstudentcenter,dininghallsacrossalldormitories,oraheavilypopulatedacademicbuilding.

Time:Thepoweroutagewouldlastfor60‐120seconds

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II. Media Execution: National

EnergyConservation:NorthernCarolina

InternetExecutionBasedonthestory“Keepingthelightson”

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II. Media Execution: National

YouthandWireless­SyracuseUniversity

GuerillaMarketing&Internet:TheBigIdea‐"BigTalker"

What:ANews21studentrepresentativewillbedressedasagiantcellphoneandwillbespeakingandpassingoutJlyerspromotingNews21andSU’s“YouthandWireless”story.

CharacterDescription:The“CellPhoneDude”islikeable,althoughintrusiveandsomewhatobnoxious.HumorousvideosofhisdisruptionsacrosscampusandthelocalcommunitywillbepostedtoYouTubeandwillbeadvertisedontheJlyersaswell.

Where:Thestudentcenterandoutdoorsonthecampusquad

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II. Media Execution: National SouthwesternShifts­UniversityofSouthernCalifornia

GuerillaMarketing&Internet:TheBigIdea‐”Youcould…/Icould…"

Basedonthestory“EntrepreneurshipAmidaRecession”

What:Thoughtprovokingphrases(completewiththeNews21website)willbestenciledaroundcampus.Forinstance:

(i.)Atacampusconstructionsite:Youcould...builditbetter(ii.)Onethesideofacampusbuilding:Youcould...startyouownschool(iii.)Onabricksidewalk:Youcould....layitbetter(iv.)Inthecampusfoodcourt:Youcould...makeittastier

Where:Theguerillaadvertisingwillbedoneatall8incubatorschools.OntheNews21site,however,wewillcreateapagecalled"ICould...”Onthispage,anyonecanwriteastoryoracommentaboutwhattheywanttodo,abusinesstheywanttostartetc.

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III. Media Scheduling

FlightingMediaPlan:• Thecampaignwillbeaoneyearlongcampaignthatstartsfromsummer(June‐August)tillthefallsemester(September‐November)

• Thereasonwechosesummerandthefallsemesterinsteadofthespringsemesterisbasedonthesite'scontentupdatesscheduling.

• TheadswillbasicallyrunbetweenthemonthsofSeptember‐midDecember,andJunetoAugust.

Geographies:• TheonlydifferencebetweenpromotingNews21andUSCisthatweareaimingNews21nationallyandUSClocally.

• Times:Herearetwotimeperiodsinthedaywhenourtargetgroupspendsalotoftimeonline.Thesetimeperiodsare1p.m.–5p.m.and10p.m.–3a.m.Wecantargetouradsinthesetimeperiods.

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III. Media Scheduling

MediaFlowChart

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IV. Reach & Frequency

Frequency‐BasedonDr.HerbertKrugman’sbenchmark“threeplus”theory‐Frequencycapping‐3exposuresperindividual

Reach‐ Becausefrequencyisfairlylow,weexpectahighreach.Themediavehicleshavebeenstrategicallychosenhavehighaviewership/readershiptoextendreach‐ Wepredicta75%reach

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V. Budget Allocations

• TheBudgetisdividedintotwophases,basedonthemonthsweareadvertising.PhaseIcomprisestheSummerSemester,andPhaseIIcomprisestheFallSemester.

• The“OnCampus”includesbothPRandGuerillaMarketing

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RECOMMEN- DATIONS

Recommendations

1.   Videonews(speciZicallytargetedtostudentsinterestedinjournalismandbroadcasting):

­WesuggestUSCpostvideonewsontheirincubator.

2.Collaboratewithphotographystudentsforphotojournalismrelatedcontent:

­Inordertocreatemoreinterestingnewscontentandgrabyoungpeople'sattentionwhichcreatesavisualimpact.

3.PlacelinksforUSC'sincubatoronUSCwebsiteandUSCAnnenberg:­Wesuggesttoplacetheincubator'slinkonbothUSC'sofJicialwebsiteandUSCAnnenbergwebsitetodrivemoretrafJictotheincubator.

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Recommendations #4: Redesign of USC Incubator

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Recommendations #5: Goals to Set for Google Analytics

• AudienceGrowth‐Shouldbemeasuredbothonsiteandoffsite.• Averagetimespentonthesite‐WouldtelluswhetherusersarereadinganarticleandJindingitrelevant• Depthofvisit‐Referstothenumberofpagesvisitedbyauseratonetime.• Sharing‐Referstohowmanytimesaparticulararticlehasbeenshared,whichcanbethroughlinkbacks,socialbookmarksetc.

Inordertogaugetheperformanceofthewebsite,werecommendsettingthefollowinggoalsinGoogleAnalyticssoastoeffectivelyusethedataprovidedthroughit:

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Recommendations #6: Search Engine Optimization

• Addtitletag,descriptiontagandkeywordstaginthemetatagsinthehtmlpages.1.  TitleTag:ItdeJinesthetitleofthedocument(whichiswhatusersseeas

thetitleinthesearchengines).2.  DescriptionTag:Thisisashortdescriptionofthecontentofthearticle.It

appearsrightbelowthetitletagintheSERP(searchengineresultspage).3.  KeywordsTag:usingkeywordsdirectlyrelatedtoeachstory,other

keywordsthroughGoogleAdWords'keywordtool.•  Addvideos•  Taggingimagesandvideos•  Addingsitemap•  Createrelatedinbound,outboundlinks,andlinkswithinthewebsite

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QUESTIONS?