Media Placement Recommendations for The Sebastian Ferrero Foundation

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1 Media Placement Recommendations for The Sebastian Ferrero Foundation Situation Analysis: Horst and Luisa Ferrero created the Sebastian Ferrero Foundation (SFF) in memory of their happy and healthy 3-year-old son, Sebastian, who died in October 2007 as a result of a series of preventable medical errors in Gainesville, Fla. The mission of the Sebastian Ferrero Foundation is to advocate and fundraise for a state-of-the-art, dedicated children's hospital in Gainesville, Florida while promoting excellence in patient safety and insuring that all families are treated with compassion, courtesy and dignity. In calendar 2008, SFF held its first high-profile event, the Noche de Gala, raising nearly $1 million dollars. The most recent Gala, held in November 2009, was also enormously successful. In addition to reaching a $1 million fund raising goal, the event has become central to the SFF identify and brand, and serves to reinforce perceptions of the Ferrero Foundation efforts as credible, high-quality, and worthwhile. Since its founding, the SFF has done an excellent job in creating a reputation as a respected and admired organization not just in honoring Sebastian s memory, but also with regard to introducing pediatric-focused Patient Safety methods as an indispensible component of health care for children, and forcing the broader healthcare community in Gainesville to become involved in improving the quality of health care for children. With the arrival of 2010, the SFF has reached a milestone in their long term and organizational development. As announced in early 2010, the Sebastian Ferrero Foundation and Shands HealthCare jointly selected Sg2, a healthcare information company, to conduct a needs assessment for a Gainesville-based children's hospital. The assessment began in January. Findings are projected to be available early this summer (possibly in July). From a strategic point of view, this activity signals the transition of SFF from an advocacy and education organization to an entity with significantly bigger and more important goals. In addition, the recent unveiling of the Shands@UF Strategic Plan, including its focus on maternal and pediatric health, helped to solidify the leadership role of the SFF. 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 1 of 9

2 Based upon the assessment and findings presented by Sg2, the immediate and long-term future of the Sebastian Ferrero Foundation may change significantly. It is crucial that the organization be prepared to communicate effectively with its desired audiences. An integrated media campaign is recommended, to commence in July 2010, and continuing through Dec 31, Media Campaign Goal: " Create increased awareness and positive perceptions of SFF overall mission (Patient Safety) among the citizens of Gainesville and other key audiences " Create increased general awareness and positive perceptions of the SFF vision (longterm goal Children s Hospital) among the citizens of Gainesville and other key audiences " Create awareness and understanding of the Sg2 report, and its potential impact on Gainesville, UF " Build awareness of SFF social media identity; drive visitors to Web and Facebook pages " Build awareness and understanding of Shands@UF Strategic Plan, and how the Plan impacts the SFF mission and vision among the citizens of Gainesville and other key audiences Campaign Tactics/Timeline: To cost-effectively accomplish the goals, Ron Sachs Communications proposes a six-month integrated campaign, utilizing various Gainesville DMA media outlets, including: - Alachua Today - Gainesville Guardian - Gainesville Sun - Record, The - University of Florida Today - Gainesville Magazine - WKTK-FM (KISS) - WSKY-FM - WRUF-AM - WUFT-FM - WYKS-FM - WYGC-FM - WCJB-TV - WGFL-TV - WUFT-TV (North Florida Journal) - Gainesville CW - Clear Channel Outdoor - GainesvilleMoms.com Non-paid media opportunities to pursue include: - Bob Rose Show - WSKY-FM (participation as Interview Guest) - Community Highlights - WUFT-TV (participation as Interview Guest) - Storm and Chris in the Morning - WKTK-FM (participation as Interview Guest) - Tonnessen, Diana (targeted reporter for feature story pitching) - Facebook and SFF Web pages (cross over placement of all media materials, including weekly push from Facebook and updates) 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 2 of 9

3 Budget breakdown: We have outlined two recommendations for the six month media buy, a premier placement buy for $30,000 a month and a standard placement buy for $20,000 a month. The total budget would be allocated by medium in the following way: Premier Buy - $180,000 (6 months) Print/Web $25,000 ($4,166 monthly) Radio $30,000 ($5,000 monthly) Cable $50,000 ($8,333 monthly) Network $75,000 ($12,500 monthly) Total: $180,000 ($30,000 monthly) Standard Buy - $120,000 (6 months) Print/Web $15,000 ($2,500 monthly) Radio $25,000 ($4,166 monthly) Cable $30,000 ($5,000 monthly) Network $50,000 ($8,333 monthly) Total $120,000 ($20,000 monthly) Campaign Creative: Ron Sachs Communications strongly recommends the production of 30- second TV spots, 30-second radio spots, and collateral print and Web banner ads. Billboard ads are also recommended. Direct mail (for donor solicitation or image awareness) is recommended to occur in early Fall 2010 (late August/early September), in follow up to the release of the Sg2 study. Campaign Placement Opportunities: DIRECT MAIL 1. A single direct mail drop is recommended to occur in early Fall 2010 (late August/early September), in follow up to the release of the Sg2 study. This direct mail drop will be in conjunction with the SFF/UF Sponsorship program (single-use opportunity). Including materials production, mailing costs and the sponsorship program fee, SFF should estimate approximate $10,000 in costs. PRINT OPTIONS Mix and Match and Ma 1. Alachua Today is a newspaper that specializes in covering community news and events in the heartland communities dotting Alachua County. Published every Thursday, it is distributed through mailed subscriptions, newsstands and merchant placements. Premier Media Placement Recommendation: Weekly full-page black and white ads, priced at $594 per ad, totaling $14,256 over a period of six months ($2,376 monthly). Standard Media Placement Recommendation: 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 3 of 9

4 Bi-weekly half-page black and white ads, priced at $ per ad, totaling $ over a period of six months ($891 monthly). 2. The Gainesville Guardian is a weekly newspaper written especially for the residents of East Gainesville and the African American Community. Premier Media Placement Recommendation: Bi-weekly full-page ads, priced at $ per ad, totaling $12, over a period of six months ($2,041 monthly). Standard Media Placement Recommendation: Bi-weekly half-page ads, priced at $ per ad, totaling $6, over a period of six months ($1,020 monthly) 3. The Gainesville Sun is a daily newspaper that provides news, entertainment and advertising solutions for the greater Gainesville market. The Gainesville Sun would be considered the newspaper of record for serious news and events in the DMA. Premier Media Placement Recommendation: Monthly full-page, full color ads, running Thursday-Sunday, priced $1, per ad, totaling $9, for six months ($1,659 monthly). Standard Media Placement Recommendation: Monthly half-page, full color ads, running Monday-Wednesday, priced at $1, per ad, totaling $6, for a period of six months ($1,081 monthly). 4. The Gainesville Magazine is a bi-monthly publication focusing on the achievements, contributions, culture and active lifestyles of people who call Gainesville home. It showcases the excitement of our region by exploring trends and introducing people who are shaping our community today. Premier Media Placement Recommendation: Bi-monthly full-page ads placed in front cover or on page one, priced at $1,927 per ad, totaling $5,781 over a period of 6 months ($963 monthly). Bi-monthly online ads placed on page zero of the magazines website, priced at $500 per ad, totaling $1,500 over a six month period ($250 monthly). Standard Media Placement Recommendation: Bi-monthly half-page ads priced at $783 per ad, totaling $2349 over a period of 6 months ($391 monthly). Bi-monthly online ads placed on page zero of the magazines website, priced at $500 per ad, totaling $1,500 over a six-month period ($250 monthly). 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 4 of 9

5 RADIO Mix and Match - Dependent upon existing relationships and/or non-compete agreements, Ron Sachs recommends an integrated schedule on the following Gainesville radio stations, with placement designed to reach people who are well-educated, own homes, and have a household income of more than $50,000. WKTK-FM and WSKY-FM Two-Week Schedule Overview: - Six prime-time commercials per day for 3 days a week - Nine broad rotator non-profits rate - Schedule will alternate on WKTK one week, and then WSKY the next Premier Placement Recommendation Station Daypart Spots Length (sec) Total $ WKTK-FM M-W 6:00AM - 7:00PM $2,520 WKTK-FM M-Su 12:00M - 12:00M $90 Subtotal: 54 $2,610 WSKY-FM M-W 6:00AM - 7:00PM $2,160 WSKY-FM M-Su 12:00M - 12:00M $90 Subtotal: 54 $2,250 Schedule Summary: 108 $4,860 Standard Placement Recommendation Station Daypart Spots Length (sec) Total $ WKTK-FM M-W 6:00AM - 7:00PM $1,260 WKTK-FM M-Su 12:00M - 12:00M 9 30 $45 Subtotal: 27 $1,305 WSKY-FM M-W 6:00AM - 7:00PM $1,080 WSKY-FM M-Su 12:00M - 12:00M 9 30 $45 Subtotal: 27 $1,125 Schedule Summary: 54 $2,430 Other possible stations include: WRUF-AM, WUFT-FM, WYKS-FM and WYGC-FM. 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 5 of 9

6 NETWORK AFFILIATES Mix and Match. Dependent upon current advertising strategies (WGFL campaign) and favorable sponsorship packages, an integrated placement schedule for the ABC and CBS/NBC affiliates is recommended. Similar PSA-style ads (sponsorships) focusing on patient safety and the VISION are also recommended for public television outlets. WCJB-TV (ABC) Note: The Foundation has received additional schedules because of their non-profit status as well as their partnership with WCJB in the community. These campaigns will have a minimum of 30% PSA/Match scheduled during the flight. WCJB will need flexibility with the matching schedule due to heavy political demands. Premier Placement Package Incorporates high profile programming targeting the educated adults / incomes and women. EM, EN, EF and PR. On the attached flights, please note the hiatus weeks are scheduled around the Primary, General Election, Thanksgiving and Christmas. Budget: $7, per month Total spots: 185 Includes morning and evening news, ABC World News, Oprah and Extreme Makeover Home Edition A minimum of 30% PSA/Match scheduled during the flight 94.6% reach Standard Placement Package This schedule has slightly less frequency, no prime, and front loaded budget with no weeks scheduled in December. WGFL-TV (CBS) Budget: $5, per month Total spots: 129 Includes morning and evening news, ABC World News and Oprah A minimum of 30% PSA/Match scheduled during the flight 95.2% reach News and Primetime Programming Budget: $5, per month 643 spots Includes primetime programming, rotator schedule and CBS news 64.6% reach OR 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 6 of 9

7 CBS Football Package Budget: $5, per month 54 spots College and NFL Football Includes 162 bonus commercials added to the schedule with the purchase of the CBS Football Package. WUFT-TV (Public Television) CABLE TELEVISIONE. COX Cable Network. Ron Sachs Communications proposes Sebastian Ferrero Foundation place spots on targeted cable networks such as ESPN, CNN, Bravo, Lifetime, Food Network, FX, TLC, TNT, USA or other stations holding the highest rating points for SFF s identified target audience, and with programs that attract viewers in our primary audience. The schedule includes specific programming on these channels as well as primetime rotators. Additionally, COX will include SFF in its autofill program, giving SFF a share of any unsold inventory at no cost to the foundation. Premier Cox Placement Schedule: Budget: $8,333 per month Placement from July to December 2010 Total spots: 6,614 Added Value Commercials priced at $1 to ensure better placement. 25% off of rate card rates taken Includes all SEC games airing on ESPN and Monday Football games airing on NFL-TV o NFL package pricing included, 45% discount o College Football discounted 50% Gross Rating Points: 3537 $7.55 average cost per spot 96% market reach Standard Cox Placement Schedule: Budget: $5,000 per month Placement from July to December 2010 Total spots: 2,975 5% discount taken off of rate card $10 average cost per spot Added Value given at $2 per spot 95.4% market reach 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 7 of 9

8 INTERNET - WEB. Banner ads are recommended for the following: " GainesvilleMoms.com o 100,000 impressions per month all 3 ad sizes all positions $16.50 per thousand, which would be an investment of $1,650 a month, $9,900 for six months. " Collateral online banner ads to correspond with all selected print publications " Collateral online banner ads to correspond with all selected radio stations " Collateral online banner ads to correspond with all selected television (network, cable, and/or public television) Campaign Implementation: Development of the creative campaign and materials for Web-based and print advertisements should begin immediately. In addition to being themed to match SFF s approved messaging and VISION materials, the campaign should be in alignment with the Sg2 recommendations and Shands@UF strategic plan messaging (with regard to maternal/pediatric care). Production of creative campaign and materials for broadcast presentation and radio should begin immediately, including script development/voice over recording, and production schedule development and shoot execution. 225 E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 8 of 9

9 Integrated Grid Monthly* Overview: * Does not include Fall 2010 one-time Direct Mail campaign Media Segment Media Outlet Premier Placement Recommendation Standard Placement Recommendation Newspaper Alachua Today $2,376 $ Newspaper Gainesville Guardian $2, $1, Newspaper Gainesville Sun $1, $ Newspaper The Record TBD ($9 per column inch) TBD ($9 per column inch) Magazine Magazine Radio University of Florida Today Gainesville Magazine (includes online banner ad) WKTK-FM and WSKY-FM Execute UF marketing proposal in place of this outlet $1, $ $9, $4, Radio WRUF-AM TBD Radio WUFT-FM TBD Radio WYKS-FM TBD Radio WYGC-FM TBD Network Television WCJB-TV (ABC) $7, $ Network Television WGFL-TV (CBS) $5, OR $5, Public Television Cable Television Clear Channel Outdoor WUFT-TV North Florida Journal Gainesville CW, and additional Billboard (rotary) $1, GainesvilleMoms.com Online Web site $1, TBD based upon available sponsorship spots $8, $5, RECOMMENDED MONTHLY BUY SCHEDULE TOTALS APPROXIMATELY $32, E Robinson Street, Ste 455! Orlando! FL! 32801! P ! F Page 9 of 9