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Work-Life BalanceBlackBerry Z10 2013 Campaign
Team 3Marketa NovakovaJaqueline FrajmundPutri ArindaIris TsaiCharlotte Wang
CONTENT
BlackBerry Z10 Overview Competitive Analysis Consumer Analysis Strategies/Objectives Target Audience Big Idea Creative Budget Breakdown Media Plan Matrix to Success
BlackBerry Z10 Overview
Price: $199 with a 2-year plan
Place: All four major U.S. carriers (AT&T, Verizon, Sprint, T-Mobile) are expected to sell the phone; goes on sale in some other countries
Product: Z10- March 21st in the U.S.
Promotion: Advertising/PR/POS/Sales Representatives
Features: BB Hub, BB Balance, BB Video with Screen Share, Keyboard, Time-Shift Camera, BB Enterprise Service
MARKETING MIX
Competitive Analysis
COMPETITORS’ MEDIA AND CREATIVE OVERVIEW
SAMSUNG iPhone HTC
Budget 2012 $401M $333M $46M
Media Channel Used TV, print, billboards, Internet, social media, OOH, events
Creative The print ads were focused on:• Advanced
technology used• Attacking iPhone
For TV Samsung took a more humorous approach
Both print and & TV have same characteristics:• Simplicity• Focus on the
features/app
Focused is on how the quality of the camera & sound would benefit customers’ life
Consumer Analysis
Who are they?
Who are the consumers?
Key insights:
Younger users are more likely to own a smartphone
Smartphone users skew male- difference not significant
Total smartphone penetration in US= 53% (February 2013)
Smartphone users tend to come from above average income households
SMARTPHONE CONSUMER ANALYSIS
Source: Nielsen Mobile Consumer Report 2013 & A Portrait of Today’s Smartphone User by Online Publisher Association, August 2012
Strategies/Objectives
Show young professionals that they only need one phone to keep balance in their lives.
Show IT people that they can balance their company’s employees’ corporate and personal needs in one phone.
Convince current users to upgrade their phones.
STRATEGIES
For 50% of young professionals to be aware of the new BB Z10 and consider buying
For 60% of IT departments in medium/large companies to be aware of the new BB Z10 and consider buying
For 75% of actual BB users to be aware of the new Z10 and consider upgrading
OBJECTIVES
Target Audience
Young professionals
Companies(IT Teams)
Current BB users
TARGET AUDIENCE
Young Professionals
College Graduates
Live in urban areas
25-34 years old
Mid Income50K-75K
Passionate about work
Socially active after work
Active on social
networks
YOUNG PROFESSIONALS
Senior Business Analyst
32-YEAR-OLD PATRICK
Checks work e-mail on his phone when away from desk
Outdoor enthusiast
Busy social life
Heavy phone user
Likes to multitask
Prefers to pay bills online
Internet40%
TV35%
Radio15%
Print Media8%
Others2%
Proportion of media used per day
91% of the population are Internet users
86% of Internet users are social network users
84% of Internet users are online video viewers
62% of mobile phone users are mobile Internet users
YOUNG PROFESSIONALS- MEDIA HABITS
CompaniesHeavy communication through phones and
Internet
Work with people in other countries
Located in Metropolitan Areas
Security concern about corporate data
Employee number 500<
COMPANIES
BLUEBERRY INVESTMENT
Headquarter: NYCOffices: 10 different citiesEmployees: 1,000+Clients: global
Fast-paced
Need to connect with clients all the time
Concern about information security
Heavily rely on communication
Conference calls can happen anytime
Buy highly secure phone for employees
B2B MEDIA HABITS
Web searches play an important role in B2B purchasing
More than 40% of B2B purchasing is influenced by word-of-mouth
More than 51% of B2B purchasing is influenced by Industry Press (Print)
CurrentBlackBerry
Users
Comfortable with BlackBerry Platform
Brand LoyalTime to upgrade their phone
CURRENT BLACKBERRY USERS
40-YEAR-OLD TARIQ
Founder and CEO of Global Diversity Marketing
Lives in suburbs Has 2 kids Loves to travel Heavy phone user Very loyal BB user Huge BlackBerry fan Wants to know the latest information
of BlackBerry
The Big Idea
Work, Life and the Pursuit of Balance
BIG IDEA
Creative
BlackBerry Z103600 Campaign
TV• Alicia Keys• BB Guy• Product Placement
Print Ad• Magazine• Newspaper• IT Journal
OOH• Subway• Highway• Airport• Big Phone
Radio• Pandora Ads• Sponsor show
Digital• Movement website• Banner ads• Bloggers• SEO
Social Media• BB Balance
Challenge• Movement• Blogger
Events• Launch event • Work Life Balance events• Celebrity endorsements
POS• Poster outside store• POS Inside• Brochure
Direct Marketing• E-mail• Phone Bills
PR• Media Kit
BB Z10 LAUNCH PLAN
PRE-LAUNCH LAUNCH POST LAUNCH
Objective: • Generate buzz• Create awareness of
the new Z10• Stimulate positive press
reviews• Engage people to
interact with brand
Objective: • Generate buzz• Create awareness of
the new Z10• Stimulate positive press
reviews• Engage people to
interact with brand
Support: • TV• Print• PR• Direct Marketing• Social Media• Digital• Launch event
Support: • TV• Print • Radio• OOH• Movement• Event• PR
Objective: • Maintain Z10 presence
in the media• Engage people to
interact with brand
Support: • TV• Print • Radio • OOH• Social media• Digital• PR
Time Frame: January-March
Time Frame: March-May
Time Frame: June-October
BB Z10 FOCUS CITIES
New York, Los Angeles, Chicago, Houston, Philadelphia, Phoenix, San Francisco, Seattle, Boston, & Washington D.C.
V
Launch EventInsights • BBZ10 needs publicity to generate
buzz about the product
Objectives • Introduce & increase awareness of BBZ10 to key people (media, bloggers,
corporate partners)
Where?• Lincoln Center, Manhattan, NY
How to measure? • # of viewers in YouTube
• PR value from media who attend the events
LAUNCH EVENTS
LAUNCH EVENT
Lincoln CenterJan.31st, 2013 7:00pm-8:30pm
1. The Release of Alicia Keys’ new song: “The Balance of Love”
LAUNCH EVENT HIGHLIGHTS
Broadcast online:
BlackBerry Official YouTube page
2. Hors d'oeuvre & desserts with BBZ10 theme
TV
V V
Alicia Keys (30 sec)
Insights
Objectives • Increase brand awareness• Show the features of Z10 – with
emphasis on balance• Introduce the concept of the Balance
Movement
• Build relationship with customer• Generate buzz in social media• Link BlackBerry with balance• Increase brand awareness
Where?
How to measure?
• GRPs, Reach, Share, • GRPs, Reach, Share
• Alicia Keys is a well-recognized celebrity and the BB brand ambassador
• Celebrities stand out from clutter, and ads are more likely to be noticed if they include celebrities
• The BB guy reflects how “people like you” can find their balance and be amazing at the same time
BB guy (30 Sec)
• Super Bowl (1 min)• National Broadcast• Cable• YouTube Channel/Social Media
• Social Media• Cable• National Broadcast
Action: Alicia Keys walks out of her hotel exit and onto the sidewalk with her assistant. She looks at him and starts talking to him.
Alicia: “Busy agenda today, Sheldon!”
Action: Sheldon makes a serious face and starts telling her what she has on her agenda, looking at his old phone and notebook.
Sheldon: “At 1pm you are meeting with press, at 2:30 you have a Skype interview with…”
1 2
Action: Shot of Alicia with her BB. But, before Sheldon can even finish his sentence, Alicia is already looking at photos on her BBZ10.
Sheldon: …“choose the dress for the press conference”….
Action: The camera stays on Alicia. In a wider shot we can see her magically changing into different dresses while she’s walking on the street depending on which one she is looking at on her phone. As she looks at different dresses, her outfit changes to those dresses, too. Alicia nods at a few as if she likes them.
3 4
Action: Sheldon composes himself and continues, as if nothing has happened….but Alicia is already talking with her child on her BB… and walking with her son on the sidewalk as if she is with him.
Alicia (on phone): “Hey baby, I love your new hat!”
Action: Shot of Sheldon with a surprised expression.
Action: Alicia changes back to walking in her regular clothes again. She looks at Sheldon, waiting to hear more about her schedule. As he’s talking about personal agenda, she looks down at her phone and sees that her child is calling her.
5 6 7
Action: Again, Sheldon can’t hide his amazement.
Action: Her son disappears again and everything is normal.
Action: Both of them, Alicia and Sheldon, enter Carnegie Hall together.
8 9 10
Action: Inside Carnegie Hall, Alicia takes a photo of the stage where she will be performing later that night.
Action: A close up shot of the BlackBerry Z10 shows her adding the photo to her Twitter account and sending it out to her fans. Tweet reads: Why choose one when you can have both? #worklifebalance
11
12
Action: She turns to him and extends a brand new BB with a red ribbon around it, giving him a kiss on the cheek.
Alicia: Thank you, Sheldon. I couldn’t have kept everything together without you!
Action: Alicia is inside the dressing-room with Sheldon, who looks a little sad with his notebook and old phone.
13 14
Action: Alicia comes on stage of her show and starts singing and fans are cheering. The music dims a little and a voice over of Alicia starts.
Alicia: With my BlackBerry Z10, I can have the best of my two worlds without loosing any balance.
15
Action: The shot turns to Sheldon, who is still in the dressing room and playing with his new phone. He is so excited. His outfit changes to a Star Trek outfit as he searches the show on his phone.
Work, Life and the Pursuit of Balance
Action: Alicia’s voice is heard again as the new phone appears on the screen with the slogan as she reads it. Also, the locations of where the phone can be purchased and the URL will appear.
Alicia: BlackBerry Z10: Work, Life and the Pursuit of Balance
16 17
PRODUCT PLACEMENT
Insights
Objectives
Where?
How to measure?
V
• Show BB Z10 via a different media
• Generate buzz in media
• Emphasis on balance concept
• Brand health track
• Alicia’s new song ‘Balance of Love’, reminds people that BB Z10 is all about balance.
Product placement on Alicia Keys’ video
• Music Video• Social Media
• Alicia Keys’ new song: BALANCE OF LOVE• 3 minute video clip• 15x appearance of BB Z10
PRINT AD
V V
Magazines: Business (IT)
Insights
Objectives • Introduce the features of BBZ10
• Increase brand awareness
• Introduce the features of BlackBerry
• Increase brand awareness
Where? • Business magazines• Female Magazine (ex)
• Elle • Marie Claire
• Male Magazine (ex)• GQ • Sport Illustrated
How to measure?
• Brand health track • Brand health track
• 50% of IT department use industry print as a main channel in B2B purchase
Magazines:Young Professionals
• Wired• Information week• CSO• CRNtech
• 71% of young professionals read print magazines
• Introduce the features of BlackBerry
• Increase brand awareness
• Brand health track
Newspapers
• Link BlackBerry with balance
• Increase brand awareness
• Brand health track
• 50% of frequent business travelers read print newspapers more while traveling than at home
Newspaper Sleeves
• Business hotels:• Marriott• DoubleTree• Hyatt• Hilton• Sheraton
• USA Today• Wall Street Journal• WSJ Sunday• New York Times• Los Angeles Times • LA Times Sunday • Washington Post News
• 66% of young professionals read print newspapers
V
MAGAZINE AD - YOUNG PROFESSIONALS
MAGAZINE AD - YOUNG PROFESSIONALS
MAGAZINE AD - YOUNG PROFESSIONALS
MAGAZINE AD - YOUNG PROFESSIONALS
MAGAZINE AD - IT
NEWSPAPER AD
NEWSPAPER AD
NEWSPAPER SLEEVE - BUSINESS HOTELS
RADIO
V V
National Radio Sponsorship
Insights
Objectives • Let young professionals be aware of the launch of BlackBerry Z10 and associate the phone with balance between business and pleasure
Where & When?
• Sponsor national broadcast of news during morning and afternoon drive times on NPR
How to measure?
• Arbitron ratings
Pandora Banner Ad
• Young professionals are listening to the radio on their way to work during their long drives
• Young professionals are listening to Pandora on their commutes to work or while at work
• Let young professionals be aware of the launch of BlackBerry Z10 and associate the phone with balance between business and pleasure
• On Pandora during morning and afternoon commute hours and during work hours
• Impressions• Click through rate
• National radio sponsorship– Sponsor NPR News– Audience: Young professionals– Timing:
• Morning drive times (6-10a.m.)• Afternoon drive times (3-7p.m.)
RADIO MEDIA PLACEMENT
Z10 Now available
Find your balance in one phone.
Work, Life and the Pursuit of Balance
• Pandora Ad– Targeting:
• Demographic• Music preference
– Desktop/mobile display
Announcer: This news segment was brought to you by BlackBerry Z10. Now available at all major phone retailers. Work, Life and the Pursuit of Balance.
OUT OF HOME
V V V
Airport Billboard Inside Subway Car Highway
Insights
• "Free Wi-Fi was one of the most common customer comments we received," says spokesperson for Boston's Logan Airport
Objectives
• Improve BB brand image & brand attitude
• Reminder of BlackBerry
• Increase brand awareness
• Improve brand image
• Increase brand awareness
Where?
• New York (La Guardia)
• Chicago• San Francisco• Dallas• Houston
• New York• Boston• Washington D.C.
How to measure?
• Brand health track• Number of visitors
to Welcome page
• Brand health track • Brand health track
• Capture the attention of millions of commuters each day repeatedly
• Capitalize on commuters’ long travel time
• High chance of people seeing ad repeatedly
• Customized placement
• 10 focus cities
V
Big Phone
• Encourage engagement between brand and customers
• Promote Movement
• 10 focus cities
• Brand health track
• Unique OOH is more likely to create buzz
AIRPORT WI-FI
Free Wi-FiPowered by
Share your experience with #worklifebalance on Twitter and Facebook.
Work, Life and the Pursuit of Balance
Z10
SUBWAY
Subway Handles
Now you won’t miss any appointments ever again.
Work, Life and the Pursuit of Balance
SUBWAY (cont’d)
Posters inside subway cars
Z10
Now you can see your friends’ status update in one click.
Work, Life and the Pursuit of Balance
Z10
Work, Life and the Pursuit of Balance
SUBWAY (cont’d)
Now you don’t have to choose between work and life.
Join our efforts to make our lives more balanced.Visit bbworklifebalance.com for more info.
Work, Life and the Pursuit of Balance
Z10
Posters inside subway cars
SUBWAY (cont’d)
Z10
UNBALANCED LIFE?
HIGHWAY BILLBOARD (cont’d)
Placement strategy:
CROOKED
CORRECT
Creative strategy:Crooked:
Correct:
FIND BALANCE IN YOUR LIFE.Work, Life and the Pursuit of Balance
1
2
Z10
BLACKBERRY PHONE DISPLAY
POS
V V V
Outside Inside Brochure
Insights • Colorful visuals, especially with celebrities, are more likely to attract attention and stand out
Objectives
• Increase awareness of BBZ10
• Have people go in the store to check out the phone
• Engage people with the brand
• Convince people that it’s a great phone with many benefits
• Introduce the new features of BlackBerry
• Provide more information to interested people
Where? • AT&T• Verizon• T-Mobile• Sprint
• AT&T• Verizon• T-Mobile• Sprint
How to measure?
• How many people walk by• How many people enter
store
• How many people interact with displays
• How many people take a brochure
• Colorful visuals, especially with celebrities, are more likely to attract attention and stand out
• Colorful handouts, especially with celebrities, are more likely to attract attention and stand out
• People want information to be able to share and study
• AT&T• Verizon• T-Mobile• Sprint
BackFront
Work, Life and the Pursuit of Balance
Z10
Now available
OUTSIDE OF STORES
Work, Life and the Pursuit of Balance
Z10
INSIDE
DIRECT MARKETING
V V
Phone Bill – Current Users
Insights
Objectives • Let current users to be aware of the launch of BlackBerry Z10 and encourage them to upgrade
• Introduce the new features of BlackBerry
Where? • AT&T• Verizon• T-Mobile• Sprint
How to measure?
• Upgrade Rate• Brand health track
Email - Current Users
• Current users consider upgrading their phones when their carrier contracts are ending
• Current users have high loyalty and want to know the latest information about BlackBerry
• Let current users to be aware of the launch of BlackBerry Z10 and encourage them to upgrade
• Introduce the new features of BlackBerry
• Via database of current users
• Click through rate• Number of upgrade• Brand health track
Experience the balance
you’ve never experienced.
Work, Life and the Pursuit of BalanceUpgrade your phone to Z10
PHONE BILL FOR CURRENT USERS
E-MAIL FOR CURRENT USERS
SOCIAL MEDIA
V
Facebook ContestBlackBerry Balance Challenge
Insights
Objectives • Promote the idea of Work, Life and Pursuit of Balance. Engage people and attract more fans to BB’s social media account
Where? • Facebook• Twitter (promotion)• Website (Promotion)
How to measure?
• Times BlackBerry Z10 is mentioned• Time BlackBerry Contest is
mentioned• Number of fans entering contest• Fans’ engagement
• People enjoy participating in contests with the hopes of being the next winner
• Contests draw many participants and engage users
V
Bloggers• Many people read blogs for reviews,
inspiration, insight and information
• Promote the BBZ10 via blogger channels to have a non-corporate voice talk about the BBZ10 phone and encourage people to learn more about it and buy it
• On important bloggers blogs
• Measure how many people share links to the particular BBZ10 posts
• Measure how many bloggers choose to blog about the phone
SOCIAL MEDIA
Contestants submit video talking about how they balance their lives
20 selected contestants’ profiles and videos will be uploaded on BlackBerry Event Facebook Page
Fans vote by ‘liking’ the video and the top 5 contestants win
Winner: TV commercial & Print Ad & Cash PrizeTop 2-Top 5: YouTube Commercial & Cash Prize
BLOGGER REACH
BlackBerry to send the BBZ10 kit to select bloggers
The select bloggers write about BBZ10 in their blogs
More awareness & credibility to BBZ10
Mechanism:
The Selected Bloggers
DIGITAL
V V
Movement Website
Insights
Objectives • Help Americans improve their lives so they can live balanced lives
• Increase positive brand awareness
Where? • Bbworklifebalance.com
How to measure?
• Website visits• Event participation• Online search • Brand health track
Website Banner
• America is an overstressed nation• Americans are struggling to balance
work and life and make time to engage in healthy behaviors
• Click through rate• Brand health track
• Young professionals are heavy Internet users and search for information online
• Show young professionals that there is a new BlackBerry phone and where they can buy it
• Display network – Google ad
MOVEMENT WEBSITE
MOVEMENT WEBSITE
Work Life Balance Tips Events Page
Share Your Story
Insights
Objectives • Increase brand awareness• Improve brand image• Spread awareness via word-of-mouth about work life
balance movement
Where? • Washington D.C.• Boston• Houston
How to measure?
• Brand health track• Klout score• # of people who attend
Work Life Balance Event
WORK LIFE BALANCE EVENTS
• NYC• San Francisco• Chicago
• Work Life Balance movement needs publicity to generate buzz and stretch it throughout the year
• People are overstressed and need outlets for de-stressing
WORK LIFE BALANCE EVENT
BBZ10 Rock Climbing Wall Mass yogaWall Street + ‘Yoga in The City’
NYSE, New York
Capitol Hill, Washington D.C.
Union Square, San Francisco
Galleria Financial Center, Houston
Post Office Square, Boston
311 South Wacker Park, Chicago
Where?
WORK LIFE BALANCE EVENT CONCEPT
Magic JohnsonBasketball Player1.4mio followers
89 kloutscore
Kathy IrelandModel, Entrepreneur
134k82 klout score
Bill Rancic Entrepreneur
415K followers82 klout score
Gabrielle UnionActress1.5m
85 klout score
Kyle RichardsTV Personality626k followers82 klout score
Rosario DawsonActress
400k followers85 klout score
Whitney PortTV personality, Designer
950k followers81 klout score
Rachael RayTV personality, Cook
930k followers84 klout score
Derek HoughDancer, Musician, Actor
354k followers83 klout score
Ken JeongComedian, Actor460k followers83 klout score
WORK LIFE BALANCE EVENT CONCEPT
Large Rectangle 336 x280
Wide Skyscraper 160 x 1600
DIGITAL BANNER ANNOUNCEMENT AD
BlackBerry Z10 Now available
Find your balance in one phone.
Work, Life and the Pursuit of Balance
Z10 Now available
Wide Skyscraper 160 x 1600
Z10
Work, Life and the Pursuit of Balance
BLACKBERRY BALANCE CHALLANGE BANNER AD
Join us in the BlackBerry Balance
Challenge
?
?
Win $50,000 and be in our next TV Commercial Z10
Large Rectangle 336 x280
Join us in the BlackBerry Balance
Challenge
Work, Life and the Pursuit of Balance
?
Win $50,000 and be in our
next TV Commercial
PR KIT
V
PR Kit
Insights • BlackBerry has slightly fallen out of the public eye, but many people want to be informed about the brand and what the brand is doing
Objectives • Have media outlets write about BlackBerry to increase awareness of the new phone and the brand
Where? • Send to all media outlets
How to measure?
• How many media outlets write about BlackBerry
Budget Breakdown
CREATIVE BUDGETTotal budget $25,000,000
Event, 41%
TV, 12%
Radio, 0%
OOH, 7%
Digital, 1%
Social media, 1%
Print ad, 1%
POS, 35%
Direct marketing, 0% PR, 1% Testing, 0% Product Placement, 1%
EVENTLaunch Event 20%Yoga events (5 cities) 33%Wall Street 35%Yoga Mat 0%HUGE rock climbing wall 8%Celebrity Appearance Fees 4%
OOHAirport (5 billboards in each airport) 2%Highway (5cities/4 sets of billboard in each) 7%Subway (NY, Boston, D.C.) 6%Big Phone OOH 85%
POSPoster outside store 14%POS-inside 45%Brochure inside store 41%
TVTV Ad #1-Alicia 50%TV Ad #2-BB Guy 50%
MEDIA BUDGETTotal budget: $100,000,000
Event2%
TV72%
Radio2%
OOH3%
Digital14%
Social media0%
Print ad5%
POS1%
Direct marketing1%
Misc Items0%
TVTV Ad #1-Alicia 61%TV Ad #1 Alicia Superbowl 4%TV Ad #2-BB Guy 35%
OOHAirport 20%Highway 78%Subway 2%
DIGITALWebsite - Movement 0.0%SEO 0.3%Banner Ads 99.3%Bloggers 0.4%
PRINT ADPrint Ad #1-IT 8%Print Ad #2-Alicia 57%Print Ad #3-BB Guy 34%Newspaper sleeves 1%
RADIOPandora: Desktop and/or Mobile 98%Sponsor radio news 2%
Media Plan
TV MEDIA BUDGET DISTRIBUTION
Channel Time Target Audience Spot Average
Cost
National
ABC
Week Days Morning&
Prime Time
Business Professionals
30 second spot
$105,000
NBC $80,000
FOX $180,000
CBS $105,000
$34,000
Cable
CNN
Week Days Morning&
Prime TimeFOX News $12,000
MSNBC $11,200
ESPN Prime Time 25-34 Male $45,000
HBO Prime Time 25-34 Male and Female $20,000
PRINT MEDIA BUDGET DISTRIBUTIONMedia Daily/Weekly/Monthly Target audience Circulation Size Cost
USA Today Daily Business Professionals 1.8M
1/2 page
$259,000WSJ Daily Business Professionals 1.5M $183,630
WSJ Sunday Weekly Business Professionals 5.8M $94,680New York Times Daily Business Professionals 1M $71,520
Los Angeles Times Daily Business Professionals 0.6M $70,000LA Times Sunday Weekly Business Professionals 0.9M $48,274Washington Post Daily Business Professionals 0.6M $21,547
ELLE Monthly 24-35 Female 1.1M
DPS
$155,680Marie Claire Monthly 24-35 Female 0.9M $141,855
GQ Monthly 24-35 Male 0.9M $169,098Sports Illustrated Monthly 24-35 Male 3.1M $396,660
Business Week Weekly Business professionals 1M
DPS
$161,000Forbes Biweekly 900k $178,000
EconomistWeekly
Business professionals & policy makers
820k $120,000
Harvard Business ReviewMonthly
Business professionals & students
250k $44,000
Business WeekWeekly
Business professionals1M
DPS$161,000
WiredMonthly
Young tech-savvy male readers 837,966
Single Page
$125,327Information Week Monthly B2B 220,000 $58,,860
CSOMonthly
Corporate security executives 27,000 $13,525
CRNTech Monthly IT Community 100,000 $13,000
MEDIA CALENDAR-2013
MEDIA CALENDAR-Q1
MEDIA CALENDAR-Q2
MEDIA CALENDAR-Q3
MEDIA CALENDAR-Q4
MEDIA CALENDAR – MONTHLY GRPS
Frequency Reach GRP%TV
National Broadcast 60 75% 4500Cable 60 75% 4500
Radio Digital Radio 60 70% 4200
National Radio 60 70% 4200OOH
Highway 50 70% 3500Subway 120 70% 8400
Airport Billboard 60 70% 4200Big phone 120 70% 8400
Print Magazine - IT 60 90% 5400
Magazine - Consumer 60 80% 4800Newspaper 60 75% 4500
Metrics To Success
SUMMARY OF ROI MEASUREMENTMeasurement Tools:• Brand health track• Focus group discussions• Surveys/Interviews
Great sales performanceIncrease brand awareness (aided and unaided)
Increase brand image/perception
TV Print Ad Digital
• Tracking studies:• Awareness• Recall• Purchase
Intent
• Recall test• Recognition test
• Impressions• Click through rate• Purchases via ad
Event OOH POS
• Number of attendees
• Presence in media• Awareness of BB• Brand perception
• Impressions• Number of
people using Wi-Fi
• Impressions• Foot traffic
THANK YOU!