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Program Objectives

Fast & Easy Home Fixes For All HC Media Group & Tribune Media Group provide the audience and content to build awareness and education while driving purchase consideration . . Program Objectives

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Program Objectives

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  1. Fast & Easy Home Fixes For All HC Media Group & Tribune Media Group provide the audience and content to build awareness and education while driving purchase consideration. • Program Objectives • Develop a targeted path to new consumers that both increases awareness for the Direct Energy Protection Plans, and educates the target audience on the plans’ attributes. • Build brand equity in target markets that enables consumers to make the connection between energy plans and available home services. • Leverage the brand recognition of the Chicago Tribune and Houston Chronicle properties to extend the consumer relationship via an engagement program that speaks to audiences’ home lifestyle interests and needs, while subtly integrating Direct Energy messaging. • Program Overview: Content Integration Campaign • In partnership with Direct Energy Protects, HC Media Group and Tribune Media Group will custom create feature content and accompanying video that lives within each properties respective website. This integration program will provide Direct Energy Protects withon site presence, and a connective experience for qualified home owners. Direct Energy Protects will benefit from: • Integration into the robust ChicagoTribune.com and Chron.com sites • More qualified leads and improved click-thru rates from this partnership • SEO lift that amplifies web visibility • Collection of content assets to activate on the Direct Energy Protects site • Branding campaign through customized media, including engagement units • Print presence speaking to target empty-nester demographic • Program Elements Include: Four month flight, March 2013-June 2013(Note: Earlier launch available pending production timeline.) • Custom content features and video • Print visibility • Infographics • Content distribution/promotional plans for each market • Email distribution • Social • Display media amplification 2

  2. Fast & Easy Home Fixes For All • Program Activation • Custom Content Destinations • HC Media Group and Tribune Media Group will build custom destinations on Chron.com and ChicagoTribune.com entitled Fast & Easy Home Fixes For All. Each destination willhouse the sponsored content features videos that are customized for each market. We will provide a human face to the campaign that the target audience can relate to through two homeowner profiles—a starter family and empty nesters. Each month, an umbrella theme relating to Direct Energy Protects products and services will be tailored to the specific needs of each homeowner profile. • For example: April, Eco-Friendly Living Tips that Save • Homeowner (A), Starter Family: Family Habits that Lead to Savings. Washing the large loads of family laundry in cold water, getting kids into the habit of turning off lights and electronics like their video games or computers, as well as turning off water when brushing their teeth, and making it easy for your family to recycle, etc. • Homeowner (B): Empty Nesters: Home improvements that count. Figure out how much energy you are using to set benchmarks by using plug load monitors, install dimmer switches and ceiling fans, etc. • Sponsored Feature Content • Each site will create four (4) content features per mos. (Total campaign content features: 16 per market, 32 total). • A unique ‘fresh and easy home fix’ umbrella theme will be designed for each market, each mos. • Two (2) content features will be applicable to Homeowner (A), and two (2) content features will be applicable to Homeowner (B). Content will be refreshed weekly. • Assets will be provided to Direct Energy Protects for use. • Video • Each site will create one (1) video per mos. (Total campaign videos: 4 per market, 8total). • The video content will feature the starter family to appeal to the younger, more digital-savvy audience. • The one-minute video will address the unique family need by a Direct Energy Protects representative, as it applies to the monthly umbrella theme. • Assets will be provided to Direct Energy Protects for use. 2

  3. Fast & Easy Home Fixes For All • Program Activation, cont. • Print • HC Media Group and Tribune Media Group will reverse publish two (2) of the content features per mos relating to Homeowner (B), the empty nesters. • (Total campaign print units: 8 per market; 16 total). • Content will appear in a TBD determined section of each paper every other week (twice per mos). • Content will be repurposed in print in a quarter page advertorial unit that includes the Direct Energy Protects logo and sponsored by mention. • The content will be adjacent to a quarter page Direct Energy Protects ad unit, resulting in a half-page spread. • Infographics • HC Media Group and Tribune Media Group will design two (2) infographics per mos relating to selected content pieces. • (Total campaign infographics: 8 per market; 16 total). • Assets may be incorporated into custom destinations, and will be provided to Direct Energy Protects for use. • Content Distribution/Promotions • HC Media Group- Chron.com • Sub-navigation bar listing on appropriate channel’s sub-nav bar (static) • Channel index page headline link (refreshed weekly with content) • Article links throughout Chron.com (subject to editorial discretion) • Co-branded media (built into Chron.com display campaign) • Social media posts (Min. one Facebook post and one Twitter post per mos) • Estimated Monthly Impressions: 8,500,000-10,000,000 • Tribune Media Group- ChicagoTribune.com • Homepage link inclusion (2x per week) • Section front link (News, Weather, etc. Sections will be tested and optimized accordingly) • Weather-triggered distribution (min. 1x per mos- Weather and Homepage) • TribLocal Widget integration • Estimated Monthly Impressions 9,800,000 2

  4. Fast & Easy Home Fixes For All • Program Activation, cont. • Email • HC Media Group and Tribune Media Group will design two custom email blasts reaching 50,000 recipients each (100,000 per market) to promote content and Direct Energy Protects services. • (Total campaign email blasts: 2 per market; 4 total; combined reach 200,000). • One email blast to 50,000 recipients will be distributed per mos by one media partner. • HC Media Group and Tribune Media Group will rotate distribution mos. • Social (Chron.com only) • To extend the Fast & Easy Home Fixes For All experience to multiple online touch points, Chron.com will design a custom, sponsored tab on Chron.com’s editorial page. • The Fast & Easy Home Fixes For All Facebook tab may house the custom video assets or a selected Direct Energy Protects experience, like a sweepstakes or special promotion. • Direct Energy branding will be incorporated into the experience, in addition to directives that encourage users to “like” your Facebook page. • Display Amplification (Chron.com only) • HC Media will build monthly display campaigns that deliver your message within safe category and contextually relevant environments. • The targeted media campaign will include channel and geo-targeting, as well as re-targeting that places media in front of the right user, at the right time for conversion. • Plus, HC Media will build a custom high-impact rich media unit that enables users to receive a relevant Direct Energy Protects tip based on a user-activated temperature selection. 2

  5. Fast & Easy Home Fixes For All • Activation Summary • Custom Content Destinations • 1 per market • Sponsored Feature Content • 16 per market, 32 total(4 per mos per market) • Video • 4 per market, 8 total (1 per mos per market) • Print • 8 half-page spreads per market; 16 total half page spreads (2 per mos per market) • Infographics • 8 per market; 16 total (2 per mos per market) • Content Distribution/Promotions • Customized programming per market • Email • 2 per market to 50,000 each; 4 total email blasts; combined reach 200,000 • Social (Chron.com only) • 1 custom tab with refreshed monthly videos and/or interactive experience • Display Amplification (Chron.com only) • Targeted banner ad campaign with re-targeted and rich-media weather unit. • Commitment: March 2013-June 2013 • HC Media Group • Digital: $124,600 • Print: $60,480 (2 half-page spreads per mos) • Final Campaign Commitment: $370,080 • Commitment Deadline: Friday, January 4th, 2013 • *Note: HC Media and Tribune Media Group will collaboratively launch program activation and fulfillment via BaseCamp. 2 • Tribune Media Group • Digital: $125,000 • Print: $60,000 (2 half-page spreads per mos) • The programs outlined are currently in development. All elements and costs are to be determined and subject to change pending additional input from all parties. Until an agreement is entered into with HC Media Group and Tribune Media Group to execute this concept or a variation of it, these materials and partnerships remain the sole property of HC Media Group and Tribune Media Group. • All digital concepts, participation, sponsorship opportunities, and online advertising inventory are offered on a first-come, first-served basis and are subject to change, cancellation, and/or editorial approval. All concepts are the exclusive property of HC Media Group.  

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