Marketing Program For BBB Accredited Businesses

Transcription

1 SOCIAL NETWORKING Your BBB is social networking...are you? Need to update your information, find out about the latest bbb events, or pay your invoice online? Log on to your Accredited Business Login Page at Need A Reason To Advertise? We ll Give You Murphy Canyon Rd. #110 San Diego, CA Tel Fax info@sandiego.bbb.org bbb.org 2013 Marketing Program For BBB Accredited Businesses

2 THE SEARCH IS OVER... Your BBB has the answers Dear Esteemed Accredited Businesses, Besides the obvious qualities of trust, ethics and integrity that Accredited Businesses and the BBB share, your San Diego BBB also believes that we both strive to serve the consumer. The BBB makes it our duty each day to connect our trustworthy Accredited Businesses with new customers who are ethics-driven. As both a business owner and consumer, you understand that the community views the BBB as a source for verified information. We take that reputation very seriously. Each of our Accredited Businesses is required to live up to a set of standards that protect consumers, and we believe that it is that dedication that makes you a better business. As a trusted name in the community, your San Diego BBB is always looking for ways to leverage our relationship with consumers to benefit your business. Our Marketing Program for Accredited Businesses does just that! We provide a simple, strategic campaign that delivers your company s message to the local community while advertising the strength of your relationship with the BBB. Utilizing our Marketing Program guarantees you not only a more impactful reach, but the assurance that your brand carries a feeling of trust, honesty, ethics and integrity. At the BBB, we are in the midst of our Centennial year. We are proud to say that we have been fighting scams and promoting ethical businesses for 100 years. However, our Centennial year is about much more than marking a milestone; it is a time to thank you, our Accredited Businesses, for your diligence and dedication to ethics, and to look to the future for opportunities that will allow us to help you in advancing your business. Marketing and advertising will undoubtedly help your company reach new heights. The BBB represents trust in the marketplace, and research shows that trust is of unmatched importance to consumers. Partnering with the BBB in your advertising campaigns means you will receive below market-value pricing with an ethical name unparalleled in the public s eyes. So doesn t it make sense to join forces with the BBB and other Accredited Businesses by participating in this special program we designed especially for you? You can choose to partake in one or all of a myriad of options including television, radio, newspaper, magazines, BBB Google AdWords and our very own BBB Directory of Accredited Businesses. No matter what level of participation you choose, you can be sure that your advertising will benefit from the clout and reach of our special BBB-branded advertising which reminds consumers that you are committed to treating them ethically and with integrity. FIND A BETTER BUSINESS AT BBB.ORG Discover the differnce that trust makes: Sincererly, FREE Complaint Assistance FREE Company Reviews FREE Consumer Information Sheryl Bilbrey, President & CEO 2013 Marketing Program For BBB Accredited Businesses 2.

3 The Marketing Program For BBB Accredited Businesses // OVERVIEW The Marketing Program for BBB Accredited Businesses incorporates successful programs like our Famous Faces TV campaign, Famous Voices Radio campaign, BBB Google Adwords, and the Directory of BBB Accredited Businesses. Then we ve added special advertising sections in San Diego Magazine that showcase Torch Award Hall of Fame companies, and the San Diego Union Tribune. // HOW DOES IT WORK? Your BBB has pre-negotiated special rates and added value for you in these special sections. As a participant, you buy the advertising you want directly from our media partners. Each section has been formatted to carry the BBB brand message reinforcing the fact that Accredited Businesses are committed to ethics in the marketplace. The BBB framework helps consumers decide who gets their business. // WHO CAN PARTICIPATE? Any BBB Accredited Business in good standing can participate in this program. // WHO ARE THE 2013 MEDIA PARTNERS? The 2013 media partners include: The Famous Faces TV Campaign The Famous Voices Radio Campaign San Diego Magazine San Diego Union Tribune Directory of BBB Accredited Businesses // HOW DO WE SIGN UP? On the following pages, you will find a one-sheet for each media opportunity as well as a sample of the advertising opportunities to help you decide what is best for your company. Please note the contact information for each media representative. They will work with you directly to make sure your advertising is placed in the programs you select. Also please note billing information at the bottom of each page Marketing Program For BBB Accredited Businesses

4 MEDIA OPPORTUNITY BBB Famous Faces TV Campaign Google AdWords The Famous Faces TV campaign for 2013 offers three levels of participation: The $15,000 package focuses on the evening news, prime access and late news shows. The $10,000 package focuses on the early morning news shows, morning shows, noon news and early evening news with some daytime shows. The $5,000 package focuses on early morning news and daytime programming. Daytime Schedule : Gross Impressions Adults 18+: approx. 2 million Evening Schedule: Gross Impressions Adults 18+ approx. 3 million // TIMING Commitment date: Friday, February 15, 2013 Production Dates: April/May, 2013 Run date(s): June, July and August, 2013 Note: The BBB will be shooting new commercials in 2013 for all Famous Faces so no matter what level of media participation you choose, please add $2500 for production costs to your overall commitment. $15,000 Evening News, Prime Access & Late News $10,000 Morning News/Shows, Noon News, Early Evening News & Daytime $5,000 Morning News/Shows, Noon News & Daytime $2,500 Commercial Production (Required Cost) The Better Business Bureau Google AdWords Program combines the trust of the BBB brand with Google s search dominance, creating an effective program that drives consumers searching Google for products and services directly to BBB Accredited Businesses like you. Consumers look to the BBB for trustworthy companies that can offer quality services. This program posts sponsored listings on Google for several types of businesses. These listings direct consumers straight to the sponsor s BBB Business Review and rating. Consumers will find you, an Accredited Business, quickly and easily, and have confidence in the credibility that comes along with choosing a BBB Accredited Business. A Top Sponsored listing on Google is an easy, fast and low cost way to reach consumers searching on Google for the service YOU offer. With this program, you do not even need to have your own website. Your business name listing is your online presence. New in 2013 All annual agreements receive a 1/4 page 4-color ad in the printed BBB Directory of Accredited Businesses, and enhanced exposure in the online directory at BBB.org. * Please note we do not have this program available for all types of businesses. Please contact us to inquire. Sheila Fox Fox Marketing Network P.O. Box San Diego, CA sheila@foxmark.net // SPECS Copy pre-approved with predominant BBB message. Copywriting / production fees included in $2500 commercial production fee. // BILLING INFO Cash in advance Checks to: San Diego Better Business Bureau $200 monthly Bob Day P.O. Box Santee, CA x101 bob@bbbpages.com 2013 Marketing Program For BBB Accredited Businesses 6.

5 San Diego Radio Broadcasters Association Famous Voices Package Sponsors will receive 10x thirty-second announcements on SDRBA member stations. Spots will run as free-standing announcements or will be piggybacked with another BBB sponsor as a sixty-second announcement. Each sponsor will receive a minimum of total radio announcements over the four-week campaign. The SDRBA member stations include the full complement of Radio formats reaching all demographics of the San Diego population. Each sponsor runs on all stations. // STATIONS 20 English language / 6 Spanish language // SCHEDULE BBB sponsor schedules will be distributed evenly across all day-parts and days of the week, running Monday-Sunday, 6am-midnight. // REACH Sponsors will reach over 900,000 Adults 18+ // SCHEDULE Commitment date: November 9, 2012 Materials Deadline: Copy points needed by November 16, 2012 Production Dates: Early December Run date(s): 30-Second Campaign: January 2 January 27, 2013 MEDIA OPPORTUNITY San Diego Magazine & SanDiegoMagazine.com San Diego Magazine s February 2013 issue will profile the Hall of Fame winners of the Better Business Bureau s Torch Awards for Marketplace Ethics in a vibrant four-color promotional section. Participation in this promotional section also includes a new digital package in which your business will be featured on sandiegomagazine.com for 12 months. This opportunity has been expanded to now include your profile (repurposed from San Diego Magazine s February issue), plus a photo gallery of up to 6 images and a video of your company. **Applies to full page advertisers only. San Diego Magazine s 300,000 readers and online visitors are the ideal audience for your message. Since 1948, we have built a loyal audience of influential San Diegans. Consider these facts: 20.1% sit on a board; 39.6% are business owners; 89.2% own a home; 65.7% are married and their average household income is $220,000. // TIMING Note: This issue is limited to previous and current Torch Award winners & finalists. Commit by: Friday, December 21, 2012 Profile to be approved by: Wednesday, January 2, 2013 Publication date: February 2013 On-Sale date: January 29, 2012 S Full page profile rate is $3,995 net (a $6,795 value) and includes: Professional color photography Interview and a 250-word write-up Production and 150 profile reprints to be used for your own marketing purposes. Your profile will also appear on for 12 months with a link to your website. Complimentary subscription to San Diego Magazine for 12 months, plus an unlimited number of gift subscriptions at the special rate of $8.00 per subscription January 30-second campaign: $4, Sharon Massey Executive Director P.O. Box San Diego, CA sharon@sandiegoradio.com // SPECS -Copy pre-approved with predominant BBB message. -Copywriting/production fees included. // BILLING INFO Cash in advance. Checks to: San Diego Radio Broadcasters Association Half page profile rate is $2,795 net (a $3,795 value) and includes: Professional color photography Interview and a 175-word write-up Production Complimentary subscription to San Diego Magazine for 12 months, plus an unlimited number of gift subscriptions at the special rate of $8.00 per subscription Quarter page profile rate is $1,250 net (a $2,445 value) Professional color photography Interview and a 50-word write-up Production Complimentary subscription to San Diego Magazine for 12 months, plus an unlimited number of gift subscriptions at the special rate of $8.00 per subscription Karen Mullen, Ad Director karenm@sandiegomagazine.com // BILLING INFO Clients to be billed upon publication with payment due net 30 days or prepayment by credit card Marketing Program For BBB Accredited Businesses 8.

6 San Diego Union Tribune The one source you need to reach the most San Diegans is U-T San Diego. The U-T is San Diego s most dynamic media company and the region s most trusted and comprehensive source of local news and information. Every day, the U-T delivers more people, in more places, to more platforms than any other source in San Diego. Through integrated media solutions, the U-T helps businesses thrive by reaching more of their customers efficiently driving superior ROI. U-T San Diego reaches 96% of all households through all of its platforms. U-T San Diego newspaper and its website reach more than 1.4 million San Diegans, more than 61% of all San Diego adults. Every month 3,909,685 unique visitors come to UTSanDiego.com and UTTV.com Source: 2012 San Diego Scarborough Report, Release 1 // TIMING Runs the 1st Sunday of every month. Space Reservation Deadline: Wednesday prior to run date Materials Deadline: Friday prior to run date call for details Online component can be started at any time For more information about these packages or additional media opportunities, please contact: Jeff Rankin Phone: Fax: jeff.rankin@utsandiego.com Option 1: Basic Business Package - $325/month Option 2: Mobile Package (includes Basic) - $925/month Option 3: Deluxe Business Package (includes Basic & Mobile) - $1395/month // PRODUCT Basic Business Package Sunday print ad in BBB section 1x monthly Business Listings profile on San Diego s #1 website: SignOnSanDiego.com (premium listing includes business description, logo, photos, hours and map. Highlighted to stand out in directory search and optimized to rank on Google) Mobile Package Includes all offerings in Basic Business Package plus: Website and mobile website (includes domain name, call tracking, contact form, optimized landing pages for higher conversions of web traffic) Choice of: $500 in pay-per-click advertising or display banner ads (Pay-per-click using Google Adwords and Google Mobile Adwords link to mobile-ready website and includes monthly reporting. Banner ads include 35,000 Monster ads, 300x600, on SignOn- SanDiego.com) Deluxe Business Package Includes offerings in Basic Business Package and Mobile Package plus choice of one of these four options per month: A: U-T Perks Contest B: 60 second business video C: $500 in pay-per-click advertising D: 2 Roadblocks plus 18,000 impressions (Roadblock is a Leaderboard and two Big Box ads in a Tier 2 position Weather, Business, Contests, Traffic, Jobs, Aztecs, Night&Day) 2013 Marketing Program For BBB Accredited Businesses 10.

7 MEDIA OPPORTUNITY Directory of BBB Accredited Businesses The BBB Directory is the only countywide Directory published by a non-profit organization. This directory is designed to target the consuming public in an effort to enhance your BBB accreditation. 300,000 copies of the BBB Directory are published every 6 months and are hand delivered to all 625,000 Single Family Homes in San Diego county annually. Additional copies are also mailed to all BBB Accredited Businesses. New in Advertisers also receive enhanced exposure in the online directory at BBB.org. Select categories and ad sizes will be included in the Google AdWords program. Contact us for details. // TIMING Deadline Spring/Summer 2013 is April 1, 2013 with a distribution date of mid-may. Deadline Fall/Winter 2013 is September 30th, 2013 with a distribution date of mid-november. All BBB Accredited Businesses receive one basic listing as a accreditation benefit. Additional listings and display advertising are available ranging in cost from $ to $8, per issue with an average ad sale running around $800 per issue. Bob Day P.O. Box Santee, CA x101 bob@bbbpages.com // BILLING INFO // AD SPECS Some payment plans may be arranged on certain ad sizes Ad design is free with all purchased advertisements. Ad specs will be provided to any advertiser wishing to handle their own artwork. MEDIA OPPORTUNITY BBB s Online Video Sponsorship Program Increase your Accredited Business exposure to the highly qualified consumer visiting sandiego.bbb.org. The BBB s Online Video Sponsorship Program provides exclusive placement of your company s logo, banner ad and video commercial throughout our BBB website, including the website s homepage. // PRODUCT Each Online Video Sponsorship includes: -Minimum of 5,000 Yearly Impressions -Banner ad placement Featured alongside video content proves to be 10x more effective than static banner ads -Graphical Logo Premium placement on bbb.org s Business Search Pages, Homepage & News Center -Video Commercial (optional) Creative services team can assist you in creating a video and animated banner if needed. Please contact for more information. // ALSO INCLUDED -Targeted Banner Placement Spotlight your business on the BBB s Check Out A Business pages, and target visitors searching for your industry. -Quantify Effectiveness Every month, receive a report on your sponsorship specific to your banner, logo and video views. 12 Month Sponsorship - $1,200 Receive an unlimited amount of impressions for a full year Month-to-Month Sponsorship - $125 per month (reoccurring charge until cancelled). Receive an unlimited amount of impressions per month. Creative Services Available upon request Garrett Martin BBB Online Services x 101 Garrett@bbbonlineservices.com // AD SPECS Ad design is free with all purchased advertisements. Ad specs will be provided to any advertiser wishing to handle their own artwork. // MORE INFO Marketing Program For BBB Accredited Businesses

8 Additional Opportunities with your Better Business Bureau Your San Diego Better Business Bureau has several additional and unique opportunities available for you, our accredited businesses. Each opportunity allows for greater visibility within our San Diego community. //BBB B2B Mixers Promote your business at our bi-monthly business-to-business (B2B) networking mixers. Mixers provide that face-to-face, personal connection that could make the difference between you and your competitor. By becoming a Mixer Sponsor or Table Exhibitor, you will create a lasting impression of being a business committed to ethical business practices while leveraging higher visibility in the business community. Mixer Sponsor: $500 / Table Top Exhibitor: $250 //Torch Awards for Marketplace Ethics Reinforce your commitment to ethical business practices by supporting our annual Torch Awards luncheon in December. Over 400 business executives attend each year to help honor local businesses and non-profits who have demonstrated exemplary business practices. Several different opportunities are available, including the option to purchase individual seats, a table of eight, or become a Platinum Sponsor of the event. //Gerry Wilson Golf Classic Known for being a hole lotta fun, the BBB Golf Classic is an annual fundraiser for the BBB Foundation, a 501(c)3. Sign up to play, or perhaps become a Tee Sponsor and see just how much fun it is all while supporting ethics in our community. Per player cost includes green fees, lunch, awards dinner, tee prize and so much more. We hope to see you on the course. //BBB Programs Take advantage of a unique way to market your business sponsor one of the BBB programs and strengthen your alliance with the BBB s mission and generate a positive outcome in the community. Sponsors are regarded as companies that share the BBB s values including integrity, ethics, quality customer service, community involvement and innovation. To find out more about these opportunities please visit or contact your BBB s Shelley Bradley at or sbradley@sandiego.bbb.org today.