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“Tame the Beast”

“Tame the Beast”

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“Tame the Beast”

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Presentation Transcript

  1. “Tame the Beast” Brought to you by

  2. The Right Audience-CA ClosetsMeet Sarah There are 65,654 Affluent Adults in our market Local Affluents are more likely to: Purchase a new home in the next 2 years Be in business, sales, or other professional occupations Enjoy snow skiing or snowboarding Attend a movie in a theater, or a country/rock/pop concert. Use the Internet to shop Buy new furniture in the next year. RGJ Media reaches 97% of affluent women in the market Source: Media Audit Dec ’09- Jan ’10 Base: Washoe County & Carson City

  3. Creative:

  4. Overview: Brand California Closets in Northern Nevada and capture market share through the Tame the Beast promotion. Drive traffic to website and showroom through contest entries Grow client database through information capture on entry forms Tame the Beast Campaign Dates June 19-July 10 Upload pictures of your “Beast of a Closet” and fill out entry form-Email auto reply sent to each entrant with discount offer July 11 Winner selected by California Closets and notified July 12-14 Winner photographed for congratulations ad and ads built July 12-September 2 (based on scheduling) Closet Makeover completed September 5-9 Winner’s closet photographed and final ads built September 14 Full page, color, cosponsored ad announcing winner with before/after pictures Each entrant receives $550 off storage system (of $2,000 or more) Winner receives a new closet system (up to $2,500)

  5. The Competition: With a consistent ad schedule, Closets by Design has a strong hold in this market In order to gain market share in Northern Nevada, California Closets must have consistent presence in the marketplace and a strong call to action

  6. “Tame the Beast” Promotion • Spadea run on June 19th to kick-off promotion • Home Page takeover pencil ad on to kick off promotion on June 20th • (added value) • Digital campaign run June 20-Spetember 15 • (Heaviest during 3 week upload) • Five 3x5” color ads run in RGJ during promotion • Spadea run on July 17th to announce winner • Four half page color ads run during promotion • Four 1/4 page color ads run during promotion • Full page full color, cosponsored, ad run on September 14th

  7. “Tame the Beast” Campaign Dates: June 19-September 15 Primary Audience: Affluents 35+ RGJ Spadea run to kick-off promo and showcase winner Five 3x5” color ad run Four half page color ads Four 1/4 page color ads Full page color ad to showcase before/after Yahoo! ROS: 50,000 Demo targeted women 35+: 50,000 Behavioral Targeted to home improvement: 75,000 3,707 ROS: 25,000 ZAG targeted: 50,000 Home page targeted: 100,000 Home Page pencil ad June 20th Reaches 93% of adults in Reno

  8. Added Value: Premium Placement: Home Page Pencil ad to kick off Promotion on June 20rth Average daily page views: 75,000 Value: $1,800

  9. Signing Bonus: A trip for 2 to Lana’i, Hawaii* • The Four Seasons Manele Bay • November 1-6, 2011 • Includes round trip airfare for 2 (including baggage allowance) • 5 night luxury accommodations • 5 breakfasts, 2 lunches 2, dinners • Two activities • *Based on specific spend level commitment

  10. Signing Bonus: Your trip Lana’i, Hawaii Itinerary includes two activities including a Catamaran Snorkel Sail or Horseback rising, plus Spa or Shopping on Maui The final night promises to be memorable with a Jazz Under the Stars – cocktails, dinner and entertainment at a private venue