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Comprehensive Marketing Activation Options Across Tiers

Explore the structured marketing activation options categorized into Tier 1 (Priority programs), Tier 2 (Editorially led), and Tier 3 (Low-level support). Each tier specifies unique requirements for custom builds, creative guidance, and scheduling. From network media units to social media promotions and community engagement events, discover how Marketing collaborates with brand operations and creative teams. Detailed contact information for project leads ensures streamlined communication and efficient execution. Elevate your marketing strategies with tailored approaches for diverse campaigns.

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Comprehensive Marketing Activation Options Across Tiers

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  1. Marketing Activation Options Tier 1: Priority programs originating from Editorial or Marketing, requiring custom build from Development (CBE). Ex: Ask America Tier 2: Editorially led programs, requiring mid-level Marketing support. Ex: Year in Review Tier 3: Campaigns requiring low-level marketing support (social activation, sweepstakes): Ex. Biden Interview

  2. Network Media What: Class 1 & Class 2 inventory (requires purple dollar allocation) – flash/animated; MIP units - static (no budget required – filler inventory, non guaranteed) How: Marketing builds units & schedules with brand ops Who: contact Brand Creative Group or Jeff Boissier for creative; Eric Jackson for scheduling

  3. Network Media Units

  4. Front Page What: Animated masthead; Bottom carousel How: Marketing provides assets, FP team creates & builds Who: contact Patty Spryakos (masthead); Shelly Moss (carousel)

  5. In Product Units What: editorial units within the product experience How: Marketing typically provides assets, product team creates & schedules Who: varies by product team

  6. In Product Units

  7. Email Campaign What: Dedicated program email and/or inclusion in audience campaigns (e.g. ACE email) How: Marketing can provide final creative or outsource; CheetahMail for email distribution Who: Sue Coakley & team

  8. Social Media What: Promotion on Yahoo! corporate & Yahoo! property Facebook pages & Twitter accounts (posts, ads); article placement in Yodel blog (yodel.yahoo.com); partner promotion within social channels; content stream creation on Facebook (is this entity following?) How: Marketing creates required assets; channel managers typically responsible for distribution Who: Yahoo! Corporate FB and Yodel pages (Lucas Mast); Yahoo! property FB pages/Twitter accounts – varies

  9. Internal Comms What: Backyard announcements, animated Backyard header, campus posters, employee sweepstakes How: Marketing or Brand Creative provides final artwork and handles print production (if any) Who: Jennifer Shalamanov (Corp Comms); link to poster page on BY

  10. Offline What: Marquee Billboard in SF market How: Marketing provides final copy or copy direction Who: Allison Rowe

  11. Radio What: Radio inventory on CBS channels, streamed through Yahoo! Music How: Marketing provides brief to agency who creates script(s) Who: Allison Rowe Ask America

  12. Experiential What: Unique, custom offline events designed to engage consumers around a program or audience focus How: Marketing leads all aspects of event management Who: Andrew Strickman

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