2016 Media & Creative Plan Review. February 29, 2016

Transcription

1 2016 Media & Creative Plan Review February 29, 2016

2 2016 Media Plan Review

3 2016 Media Objectives 1. Begin state-wide awareness with a multi-tiered media mix of TV, video, online display, radio and out-of-home Target ages 25-54, non-anglers and non-hunters Campaign will start in May 2016 and run thru June Utilize a Net media budget of $217,362

4 Media Tactics: TV & Video Platforms Purchase television schedules in Denver, Colorado Springs and Grand Junction Purchase cable in Durango to provide coverage of this southwest corridor not covered by other TV signals Focus on news programming for broad reach, live viewing, consistent audience delivery and cost efficiencies Add digital video across desktop, mobile and tablet platforms to increase the reach impact - Digital video will be served based on behavioral (outdoor enthusiasts), demo (A25-54), geography (Colorado) and predictive/look-a-like targeting Run :15 and :30 commercials to increase frequency

5 Media Tactics: Online Display Online Display is recommended to begin the campaign in May with high impact awareness ads All online display will run across desktop, mobile and tablet and will be demographically and geographically targeted A combination of run-of-site and channel targeting will be used to maximize reach throughout the state - Utilizing an ROS schedule will provide cost efficiencies while building brand awareness and driving site traffic - Channel targeting will focus on outdoor enthusiasts throughout the state

6 Media Tactics: Online Display continued In addition to standard ad units, (728x90, 300x250, 160x600), a higher impact 300x600 size is recommended to run as either a display or IAB Filmstrip

7 Media Tactics: Online Display continued Based on past greater delivery in mobile and tablet, an additional mobile/tablet only component of online display will be included - Ads will be demo, geo and behaviorally targeted to adults who have shown an interest in outdoor activities - Standard mobile banner ads as well as a full-screen (interstitial) will be utilized Online schedules will be optimized on CTR, with a benchmark display CTR of 0.10 based on historical results

8 Media Tactics: Radio NPR is recommended due to its credible news environment and impact throughout the state Translators are included as a group buy and can not be broken out individually -Budget will support 9 weeks with 12 mentions/week/station - Mentions limited to :15 announcer read copy

9 Media Tactics: Outdoor Outdoor bulletins are recommended due their high profile locations and larger-than-life experience - High reach due to continuous 24-7 presence - Efficient cost per thousand due to higher reach among target audience - Budget will support 9 weeks with 3-4 bulletins in each market Placement in Denver and Colorado Springs is recommended to reach the largest audience base

10 Media Flowchart

11 Media Costs / Delivery Summary May June $ $217,362 Video (TV, Cable, Digital) 3 weeks Online Display 9 weeks NPR Radio 9 weeks Outdoor Bulletins 9 weeks TOTAL ESTIMATED IMPRESSIONS 12,086,311

12 Creative Brief Review

13 Creative Brief Objective The objective of the creative brief is to ensure expectations are clearly set for what the creative campaign deliverables need to communicate before creative concept development begins. The following will outline all assumptions for who we re talking to, what the problem is we are addressing and what the main communication will focus on.

14 The Assignment The Wildlife Council has specifically asked PILGRIM to evolve the existing Hug a Hunter advertising campaign, maintaining the same brand personality, attributes and essence, and now adding to it a new layer of messaging most relevant to today s public concerns.

15 The Challenge By doing this, the client hopes to educate the general public that hunting and fishing are essential for keeping Colorado wildlife populations healthy. Our challenge is to create general public support, especially with non-sportsmen, for the practice of hunting and fishing as a form of wildlife conservation.

16 The Target Audience To solve this problem we need to persuade adult, Colorado residents and non-sportsmen, especially those in urbanized areas, where the largest population concentrations lie and where people are most removed from wildlife.

17 Insight While doing research, we found that Coloradoan s care deeply about ensuring healthy populations of wildlife species and knowing that wildlife management decisions are informed by science and biology, not politics. They are especially concerned about this now because of the visible, rapid growth occurring in Colorado.

18 Key Thought Because of this insight, the most important thing we want our audience to take away is that licensed hunting / fishing, informed by science and biology, is one of the most effective tools Colorado has for conserving all of our healthy wildlife populations.

19 Results Success will look like: Statewide awareness of and support for this message, as demonstrated by an awareness study to be conducted Fall Visitation to a 5-7-page microsite linked to that will provide wildlife management success stories and specific information.

20 Supporting Facts Facts that directly support the key thought. Conservation is defined as the wise use and active management of wildlife, where biologists manage wild animals, fish and their habitats in order to achieve specific and measurable outcomes. No other scientific principle is more responsible for creating Colorado s abundance of fish, wildlife and world-class outdoor recreation. Because wildlife conservation efforts don't receive general tax dollars; the vast majority of these efforts are paid for by sportsmen and women. With Colorado s burgeoning population, science-based conservation is more important than ever to maintain a balance between sustainable and healthy wildlife populations and ensuring that outdoor-recreation opportunities remain for future generations

21 Important Note Mass media advertising vehicles, including television, radio, banner ads and outdoor will focus on providing the general message outlined in this brief and will drive people to visit to learn more. Specific information will live on a 5-7 page microsite developed to support this campaign and will be developed with guidance from CPW and Wildlife Council. The microsite may also contain links to the CPW website for even deeper content.

22 Next Steps PILGRIM will present campaign concept directions for review and approval by March 17, PILGRIM requests creative campaign approval from Council by March 22 in order to have materials produced in time to fulfill media plan with a May start.