April 5, 2013

transcript

April 5, 2013

Discovery

• Age: 25-64• 42% Men• 58% Women• 61% Married

• Employment, Income & Home• 60,000+ (74%)• Management, Business, Financial

Operations (168)• Life, Physical, Social Science (339)• Legal (296)• # Hours Spent Commuting, Med/Heavy

• Education• 20% of target with GED • 28% of target with college degree• 18% of target with Master’s degree

• I Have a Great Experience in This Topic:• Physical Fitness (154)• Healthy Lifestyle (138)

• Mindset• I am always looking for new ways to live

a healthier life (110)• 6+ hours spent exercising (183)• I try to eat healthy and pay attention to

nutrition (154) • I try to eat a healthy breakfast every day

(139)• I follow a regular exercise routine (183)

Our Best Prospect

MA 25-64Pop. 386,900

1.68% of US pop.

MA 25-64Engaged in

Regular Fitness Program (2+/Wk)

Past Year 187,300.81% US

population

Source: Gfk MRI Spring 2012

Variety of Competition

Media Usage

Source: GfK MRI Spring 2012

DigitalModerate/Heavy13 hours/week

TelevisionLight

25 hours/week

MagazinesHeavy

2.5 read/week

NewspapersModerate/Heavy3.25 read/week

RadioModerate/Heavy14 hours/week

Out-of-HomeVery Heavy

147 miles traveled/week

Media ComparisonW

# Read

# Hours Online(personal use)

# Hours Viewing

# Read

1416½

# Hours Listening

# Miles Traveled(Out-Of-Home)

US Average Adult BSC Crossfit

Source: GfK MRI Doublebase 20126

Media Preferences by Channel

Source: GfK MRI Doublebase 2012; Scarborough Boston 2012 Release 2

(132)(203)

Search (136)

Weather (140)

GPS (125)

Social (138)

Text (122)

Email (145)

Music (115) App (120)

(220) (125)

(230)(123)

Rock(400)

Public(434)

Jazz(461)

Rhythmic(277)

News/Talk(216)

Classical(380)

Alternative(336)

• Always looking for new ways to live a healthier life

• Has a great experience in both physical fitness and a healthy lifestyle

• Spends more than six hours a week exercising

• Will frequently choose active vacations where there is lots to do

Psychographics – Active Lifestyle

Psychographics – Health

• Mindful of nutrition when eating

• Generally content with their current weight

• Tend to cook meals at home and avoid getting food to go

• Focus on real, natural, and organic food

Spend on Social Recreation and Gym Membership by Zip Code

10 Source: 2010 Census Demographics Now

Media Strategy

InviteGenerate awareness of BSC CrossfitEncourage target to try BSC Crossfit

InfluencePartnership media creates attention grabbing

connectionsBe heard by target throughout their daily routine

Presence within influential time periods

CaptureUse experience to connect with target during

activityGeotargeted media will drive qualified traffic to

surrounding BSC locations

TimingFlight 1: Holiday/New Year (October – January)

Flight 2: Before Summer (March – May)Flight 3: Preparing for Fall (End July – September)

Flight DatesFlight 1

Flight 2

Flight 3

Television13%

Radio23%

Print19%

Digital33%

OOH13%

Largest allocation based on ability to specifically target

Aligns with active lifestyle and captures

heavy commutersLarge reach, while allowing a focus on targeted programs

Capture heavy commuters using specific dayparts

Take advantage of target with high

readership quintiles

Media Breakdown

Total Budget: $1,950,213

Broadcast

Television & Radio Campaign Parameters

Objective

Target

Timing

Geography

Digital Budget

• Increase notoriety of BSC UFX Cross Training Class by increasing reach and frequency

• 25-64, engaged in regular fitness• Skew towards women

• January 2014 - September 2014

• Local - Boston

• $823,529 gross

Flight #1

• Start date: January 1st • End date: January 31st

• Rationale: This flight is designed to catch consumers who are looking to get in shape as a new years resolution.

• We budgeted $114,647 gross to reach effective GRP levels. The remaining budget will be used for a second flight.

Flight #1

• Our first flight will consist of early morning dayparts to reach fitness enthusiasts as they wake up early for their workouts.

• EM CPP = $425• 35 GRPs a week = $14,700 • 140 GRPs in Jan. = $58,800

• EM :30s spots include: Good Morning America (women’s skew), The Today Show (women’s skew), and SportsCenter (men’s skew).

Specialized Programs

• There will be $58,847 remaining after we purchase spots on morning programs.

• Prime access (still successful despite DVR phenomena) and prime time program spots will be purchased.

• Programming may include The Biggest Loser (NBC), Work Out (Bravo), America’s Next Top Model (CW), and Cooking Thin (Food Network) .

• These shows are primarily skewed towards women.

Flight #2

• Start date: June 1st • End date: June 30th

• Rationale: Impact consumers who are getting in shape for summer.

• We will have $125,000 gross to spend during this month long flight.

Flight #2

• Maintain consistency through early morning programming.

• EM CPP = $455• 40 GRPs a week = $18,200 • 160 GRPs in June = $72,800

Specialized Programs

• We will have $52,200 to spend on targeted cable, prime access and primetime programs.

• Prime will target sports and wellness focused programming, including NBA and NHL Playoffs, MLB, and Not My Mama’s Meals (Food).

Flight #3

• Start Date: September 1st • End Date: September 30th

• Rationale: During this flight we hope to reach people who are looking for gym memberships as the cold weather is approaching.

• $54,470 gross budgeted for this flight.

• The money will be spent on exclusively targeted cable, primetime, and prime access programs.

• Programs will continue to be selected based on our demographics (i.e. The Voice, NCIS, and DWTS)

Terrestrial Radio

• BSC target demo spends a lot of time in the car commuting to and from work.

• 75% ($476,370) of the radio budget will be delegated towards terrestrial radio.

• The types of music genres we will advertise on include:• Adult Contemporary (skews 67%

female, median age of 43)• Hot A/C (ex. Three Doors Down)

(skews 65% female, median age 35)

• Sports Radio (skews men)

• Specific dayparts to align with active lifestyles.• 40% A.M, 40% P.M, 10% M.D, and

10% weekend

Flight Dates and Stations

• Radio flights will run during TV flights in order to increase reach and frequency.

• However, each flight will be extended by one week in order to maintain awareness.

• Approximate CPP = $240 • 125 GRPs a week = $30,000• 625 GRPs over 5 weeks = $150,000• 3 Flights = $450,000 gross

• Stations in the Boston area that we will consider include: • 95.9• 98.5• 93.3

Streaming Radio

• 15% ($79,411 gross) of the radio budget will go towards streaming, specifically Pandora.

• Streaming flight dates will be the same as terrestrial flight dates in order to increase reach and frequency.

• $1,000 = 100,000 impressions• $26,470 over 5 weeks = 2,647,000

impressions• 3 flights = 7,941,000 impressions

Streaming Radio – Flight Dates

• Running similar flight dates will also establish a reach base that will be spurred into action the more they hear BSC ads.

• Pandora will be instrumental in reaching fitness enthusiasts during their weekend and nightly workouts.

• We will run desktop banner ads as well as mobile ads in order to catch individuals who tend to use Pandora while they’re working out or listening to music at their desk.

In gross terms, we will have $294,117 to spend on television and $529,411 will be spent on radio for a total of $823,529.

Television

Flight 1 Flight 2Flight 3

TerrestrialStreaming

Overall Budget for Television and Radio

Digital & Search

Digital & Search Campaign Parameters

Objectives

Target

Timing

Geography

Digital Budget

• Generate awareness of BSC UFX Cross Training Class• Drive qualified traffic to BSC’s group classes page• ‘Move the Needle’ by properly guiding the consumer through

the purchase funnel

• 25-64, engaged in regular fitness• Skew towards women

• November 2013 – June 2014

• Local - Boston

• $650,000

Using a variety of online ad networks, Blitz will leverage next generation targeting platforms to drive greater effectiveness and

cost-efficiency of BSC messaging

Demographic

Geographic Contextual Behavioral Remarketin

g Social Look-a-Like

• 25-64

• Local - Boston • Exercise 2+/week

• HHI $60k-$200k per year

• Skew towards women

• Employed Full Time

• Search queries• Content read• Ads clicked

• BSC website visitors

• Social circles of current BSC customers/site visitors

• Targeting BSC site visitor “look-a-likes”

Targeted Media

Digital & Search Media Mix: Rationale

Online Video

Purpose: High impact,

branding element

w/interaction/engagement capabilities

Metrics: CTR,

engagement/interaction

Display (Endemic)

Purpose: Align with relevant

content in a trusted

environment

Metrics: CTR, qualified

visits

Display (Ad Nets)

Purpose: Highly

targeted media at a

cost efficient rate; Provides

Metrics: Qualified

visits, conversions, cost pers and visit/conversio

n rates

Search Engine

Marketing

Purpose:Reach “hand-raisers” who are actively

seeking brand or information

Metrics: Clicks, CTR,

cost, conversions,

cost pers, visit/conversion rate, quality

Re-Marketing (Search/Site)

Purpose: Retarget

individuals who have

been to the site/are

searching for relevant services

Metrics: Conversions, cost pers and visit/conversio

n rates

Upper/Mid Funnel

Upper/Mid Funnel Full Funnel Lower Funnel Lower Funnel

Full-Funnel Approach

Media Framework: Full-Funnel / Multi-Touch point

Awareness

Engagement (Opinion /

Consideration)Conversio

Online Video

Display (Endemic)

Display (Ad Nets)

“Demo/Interest Based” Full-Funnel Approach

Awareness

Full-Funnel Approach

Search Engine

Marketing

Re-Marketing(Search/Site)

“Intent-Based”

Online Video

Display (Endemic)

Display (Ad Nets)

“Demo/Interest Based”

Brand Awareness (Video)

• Establish brand presence of BSC and its programs

• Utilize high impact pre-roll units to drive consumer engagement

• Maximize reach by utilizing more than one video partner

• Creates engagement beyond a standard pre-roll setting enticing user interaction with the brand’s message

• In a recent brand study measurement, video units drove the greatest lift in ‘Awareness’ and ‘Purchase Intent’ vs standard banner units

• Specific Media Budget : $157.2K

• Tremor Budget: $87.3

CONSIDERED PARTNERS

Brand Awareness (Video)

• There are two formats in online video: Pre-Roll with Companion Banner and In-Banner

• Pre-Roll is a :15 or :30 mov file that appears prior to the content that the user elected to watch; the companion banner lives in a 300x250 unit

• In-banner video is a :15 or :30 mov file that can run within standard IAB unit sizes like 728x90, 300x250 and 160x600 units

High Impact Media

• Maximize reach and cost-efficiency against target audience through strategic use of ad networks in an effort to ‘move the needle’

• Creates targeted reach and frequency at greater efficiencies

• Ability to add multiple targeting layers in order to eliminate waste and effectively reach the desired target

• Budget: $20KCONSIDERED PARTNERS

Social Graph

• Harness the power of social sharing across the internet to amplify active consumer audiences • Audiences are constantly growing as

social networks grow

• Marketing with social graphs increases awareness, intent and conversion

• Consumers see ads for products they are more likely to be interested in

• Leverage the bottom of the funnel audience to identify and target new and relevant audiences higher up in the funnel

• Achieve strong brand and direct response performance results

• Budget: $130.7K

CONSIDERED PARTNERS

Search Engine Marketing

• Establish 100% SOV on BSC “branded terms” (Google and Bing)

• Exhaust “non-brand term” efforts on Google before allocating to other engines

• Build out “long-tail” keywords to expand overall reach• Low volume, high efficiency

keywords reach users further along the purchase path

• Test optimal combinations of keywords, copy and landing pages

• Implement applicable “ad extensions” to provide users with more information and improve ad relevancy• Ad Sitelinks• Call Extensions• Communication Extensions• Media Ads

CONSIDERED PARTNERS

Keyword List

Rationale for Search Engine Marketing

• Provides immediate response to those actively seeking out brand or relevant products

• One-click away from taking “action”

• Allows for highly targeted messages

• Provides real-time data that can help to develop the usability and conversion rate of websites

• Continuously tested and optimized

• Provides “support” to other media channels, as well as public relations and social marketing efforts

Google Ad Extensions

Phone Extensions

SiteLink Extensions

Communication Extensions

Media Extensions

Search Remarketing

• Enables BSC to combine the purchase intent and precision from search with scale and creative opportunities from display

• Target consumers based off of user search history

• Find customers who have never been to a brand’s website

• Targets only prospects who are searching for terms that coincide with BSC’s program

• Generate insights for campaign optimization• i.e. keyword level, creative asset,

frequency

• Budget: $127.4K

CONSIDERED PARTNERS

Site Remarketing

• Allows BSC to effectively re-engage with potential consumers after they leave the site

• Delivers display ads to previous site visitors with the goal of driving them back to the site

• Increased performance (CTR, Conversions, CPA, ROI) because you’re targeting an audience that has already expressed an interest in BSC

• Focus on conversions, not clicks – the goal is centered around driving conversions, leads or increasing site engagement

• Budget: $127.4K

CONSIDERED PARTNERS

Campaign Metrics

Delivery

Response

Financial

•Impressions

•Clicks •“Conversions” •“Conversion” Rates•Google Analytics Stats

•CPM (Cost per Thousand)•Cost Per Click•Cost Per “Conversion”

PublisherPlacemen

tAd SizeCreative

Measurement Framework

$162.5K

$227.5K

Digital Budget

Awareness = 40%

Engagement = 25% (Opinion /

$650,000 Total Budget Breakdown

Print Budget Overview

MNI22%

Boston Maga-zine7%

Boton Globe51%

The Metro Wrap20%

Flight 1

MNI30%

Boston Magazine

Boton Globe34%

The Metro Wrap27%

Flight 2

MNI33%

Boton Globe37%

The Metro Wrap30%

Flight 3

Budget

Budget Breakdown

Television $250,000

Radio $450,000

Print $363,508

Digital $650,000

Outdoor/OOH $236,704

Agency Fees $286,000

Total Budget: $2,236,212

Based on a combination of a flat fee and 10% of

media buy

April 5, 2013

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