Marketing Budget

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Marketing Budget2013 Planning

Advertising Options – New England

Captivate

Clear Channel Outdoor Digital

NECN Cable Television

BBJ & MHT Email Advertising

Unique Events

CAPTIVATEelevator ads

Captivate viewwes

Captivate – more on overall viewers

Captivate creative options

More creative options

Captivate

Captivate Geographic options

Captivate Costs

Nationwide options – all DMAs would include Atlanta, DC, etc.

Boston Market Only• 59 buildings• 579 screens• 2.3m impressions (based on 10 spots/hour, Neilson rankings on 4 hour day parts (7am-11,

11-3, 3-7pm)

$40k to buy into Boston market for 4 week campaign• Gets event more $$ to carve out only the buildings that you want• Sending more information on other advertisers and how they buy (Goulston & Storrs, etc.)

CLEAR CHANNEL

digital billboards

Clear Channel Digital Outdoor Locations - 7

EYES ON impressions (EOI) – measurement for outdoor media that count how many see the ad. includes certain features of traditional media (impressions, reach & frequency, demographics)

Clear Channel Digital Outdoor Locations - 7

Demographic data from ClearChannel

More data from ClearChannel

Outdoor Digital Costs

Five billboard locations on Route 93 • $12,500 for 4-weeks (minimum campaign)• Rotating ads from 8 other advertisers for :10 each• Run 24-hours, no specific purchasing for a.m. or p.m. drive times

Two billboard locations in Lawrence on Route 495• $8,500 for 4-weeks (minimum campaign)• Same

In the process of getting several more, hoping to have more by Q2 2013

(click here for more details on current 7)

NECNcable television

MarketAverage

Educational DegreeAny College 62% 65%Bachelors+ 35% 35%Any Post Graduate 17% 20%

ResidenceOwn 69% 76%

Market Value of Home$300,000+ 39% 45%$350,000+ 29% 34%$500,000+ 12% 12%

Always Vote in ElectionsLocal 42% 55%State 57% 73%Presidential 81% 91%

MarketAverage

Household Income$75,000+ 47%

47%$100,000+ 31%

32%$150,000+ 16%

Purchase Decision MakerAny Business Decision 17%

19%Computer Hardware/Software 9%

Employment/OccupationManagement, Business, & Financial Ops 12%

14%Self-Employed 7%

8%Source: Scarborough Boston-MA, Syndicated Mr11-Feb12, NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

Read As: 91% of TWIB Viewers ALWAYS vote in the Presidential election, 10% higher than the market average of 81%.

Affluent Adults 35+ Watch NECN

Average Adult

Cable News Viewer

Broadcast Primetime Viewer

Top 40% Radio Listener

Top 40% Newspaper Reader

Average Adult

Cable News Viewer

Broadcast Primetime Viewer

Top 40% Newspaper Reader

A35+ & Household Income $150,000+

M35+ & Household Income $150,000+

Source: Scarborough Boston-MA, Syndicated Mr11-Feb12, NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

Read As: Adults 35+ with a household income of $150,000+ are 23% more likely to watch NECN than the average adult in the Boston market.

Top Professionals Watch NECN

Average Adult News ViewerBroadcast

Primetime ViewerTop 40%

Radio Listener

Top 40% Newspaper

Reader

Primary Job Title: CEO, CFO, CIO, Owner, Chairman, President, or Vice President

Source: Simmons Boston-MA, Spring 2011 LOCAL. NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

Read As: Adults with a top professional occupation are 45% more likely to watch NECN than the average adult in the Boston market.

Adults 35+ Make Medical Insurance Purchase Decisions

Average Adult

News Viewer Broadcast Primetime Viewer

Top 40% Newspaper

Reader

Business Medical InsurancePurchase Decisions Involved Last 12 months: Medical Group Insurance

Read As: Adults 35+ who have made a business purchase decision involving medical group insurance in the past 12 months are 37% more likely to watch NECN than the average adult in the Boston market.

Source: Simmons Boston-MA, Spring 2011 LOCAL. NECN Viewers = Respondents watched NECN on cable tv in past 7 days.

Days Daypart Program Rate Jan Feb Mar April May June July Aug Sept Oct Nov Dec Total Spots Total DollarsM-F 5a-6a Morning News $ 70 9 9 9 9 9 9 9 9 9 9 9 9 108 $ 7,560 M-F 6a-7a Morning News $ 150 12 12 12 12 12 12 12 12 12 12 12 12 144 $ 21,600 M-F 6:30-7p NECN Business $ 75 9 9 9 9 9 9 9 9 9 9 9 9 108 $ 8,100 M 8-8:30p The Boss $ 125 3 3 3 3 3 3 3 3 3 3 3 3 36 $ 4,500

Sun 8:30-9p CEO Corner $ 100 3 3 3 3 3 3 3 3 3 3 3 3 36 $ 3,600 M-F 9p-11p Primetime News $ 125 6 6 6 6 6 6 6 6 6 6 6 6 72 $ 9,000 Sun 12:30-1p This Week in Business $ 200 3 3 3 3 3 3 3 3 3 3 3 3 36 $ 7,200

M-Su 5a-12m Bonus Rotator $ - 15 15 15 15 15 15 15 15 15 15 15 15 180 $ -

Sat-Sun 8-9pCEO Corner Presenting

Sponsor $ - 8 8 8 8 8 8 8 8 8 8 8 8 96 $ -

M-Su 6:30-7pmNew England Business

Briefs Sponsorship $ - 20 20 20 20 20 20 20 20 20 20 20 20 240 $ - Total 88 88 88 88 88 88 88 88 88 88 88 88 1056 $ 61,560

Option One- January-December 2013

• Rates are for 30-second commercials.• Paid spots air 3 weeks each month.• Bonus spots and Sponsorship spots run 4 weeks per month.• CEO Corner Presenting Sponsorship includes custom animation with audio tag and on-screen logo leading into the show.• NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business.

• Total Investment: $5130 per month, $61,560 in 2013

_____________________________________________Signature/Date

Option Two- January-December 2013

• Rates are for 30-second commercials.• Paid spots air 3 weeks each month.• Bonus spots and Sponsorship spots run 4 weeks per month.• CEO Corner Presenting Sponsorship includes custom animation with audio tag and on-screen logo leading into the show.• NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business.

_____________________________________________Signature/Date

Sun 8:30-9p CEO Corner $ 100 3 3 3 3 3 3 3 3 3 3 3 3 36 $ 3,600 Sun 12:30-1p This Week in Business $ 200 3 3 3 3 3 3 3 3 3 3 3 3 36 $ 7,200

Sat-Sun 8-9pCEO Corner Presenting

Sponsor $ - 8 8 8 8 8 8 8 8 8 8 8 8 96 $ -

Option Three- January-December 2013

• Rates are for 30-second commercials.• Paid spots air 2 weeks each month.• Bonus spots and Sponsorship spots run 4 weeks per month.• NE Business Briefs sponsorship includes a logo and voiceover leading into the segment during NECN Business.

_____________________________________________Signature/Date

Sun 8:30-9p CEO Corner $ 100 2 2 2 2 2 2 2 2 2 2 2 2 24 $ 2,400 Sun 12:30-1p This Week in Business $ 200 2 2 2 2 2 2 2 2 2 2 2 2 24 $ 4,800

BBJemail sponsorship

Advertising Options – New England

Captivate Elevator Network

Clear Channel Outdoor DigitalLooking into other potential options for static non-digital outdoor

NECN Television

WBUR RadioLast year rates - we were on 18 weeks @ $2,333/week (spent $42k total for first ½ of 2012)

BBJ & MHTEmail sponsorship – Startup & Venture Capital top spot taken (Wilmer Hale), other spots availOther daily emails available – Healthcare Daily (new!), Tech Flash, Bio Flash

EVENTSUnique venues

Event Ideas

Curling at “Broomstones” in WestonClub rentals available for 3-hours Allows for a bartender and can bring in a caterer if approved

Event Ideas

Shooting at Dedham Country ClubWorking out permits to allow for gun rentals/use of members, can only host 15-20 guests maxInvite to ask for interest (Yes - but need training and use of gun, Yes – licensed enthusiast) Design our own day and propose to club (11:00 arrival, training, lunch, competition, cocktails)

Event Ideas

A day at the CanonsBrendan working on the field access prior to game (with special clinic hosted by Brendan) Group ticket purchase ($20/each)

Marketing Budget

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