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8/4/2019 Australian Open / Optus Campaign Proposal
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AUSTRALIAN OPEN 2011
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Focus of Campaign
2,466 Australian companies and government
departments
Employers of over 400 staff
Approx 51,785 people
Executives, Senior Managers, General
Managers, Heads of Department, CEO Only 30% existing Optus customers
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Reach & Frequency
Campaign Period Dec 2010 Jan 2011
Reach 80% of Target Audience
Frequency 3+ times
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Target Audience
Visible Achievement (values segment)
45-55 M/F 70% Male skew
AB Quintile Tertiary educated
Sydney & Melbourne eastern / inner suburbs
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Target Audience Persona
BRIAN
47 years old
2 adult children
Lives in Mosman Executive at ASX 200 Co.
Drives Lexus to work in CBD
Earns $220k, net worth $1.9m
QFF member
8 domestic, 3 APAC flights per yr
Uses Laptop, iPad & Smartphone
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Time spent per weekday
Internet (excl e-mail): 65 mins
Commercial TV: 48 mins
ABC TV: 30 mins Commercial Radio: 25 mins
Newspapers: 30 mins
Magazines: 14 mins STV: 28 mins
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Brians Media Habits
Most reliable source of business & finance
news:
National Newspapers
Internet
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Brians Media Habits
Home subscription to AFR & The Monthly
Listen to 2GB during drive to work
Reads CFO & AFR Boss at work cover to cover Saturday SMH/The Age & Good Weekend
Reads QANTAS The Australian Way monthly
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Brians Media Habits
Receives electronic direct mail from:
BRW
QANTAS Frequent Flyer AFR & AFR Boss
SMH / The Age
The Australian
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Brians Media Habits
Internet Activity:
Smh.com.au
Asx.com.au Theage.com.au
Theaustralian.news.com.au
Afr.com
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Flight Plan & BudgetMedia Placement
DEC
5 - 11
DEC
12 - 18
DEC
19 - 25
DEC/JAN
26 - 1
JAN
2 - 8
JAN
9 - 15
JAN
16 - 22
JAN
23 - 30
Cost Per
Insertion TOTAL
Readership
/ Page
Impression
Radio
2GB(mon-fri x
4 breakfast) 20 20 20 20 20 20 20 20 300.00 48,000.00
Magazine
AFR BOSS
OBC
285x245 1 24,832.50 24,832.50 154,000
AFR BOSS
1st DPS
after
contents -
285x480 1 39,256.25 39,256.25 154,000
CFO
OBC
285x230 1 18,480.00 18,480.00
CFO
WALLCHAR
T
CALENDAR 1 27,500.00 27,500.00
THE
Monthly
IFC 275 x
210 1 11,500.00 11,500.00 93,000
QANTAS-
The
Australian
Way
Four Colour
DPS 285 x
430 1 1 18,188.00 36,376.00 435,000
QANTAS-
The
Australian
Way
Four Colour
OBC 285 x
220 1 1 12,408.00 24,816.00 435,000
QANTAS-
The
Australian
Way
Third Page
Vertical
Four Colour
285 x 80 3 3 6,468.00 38,808.00 435,000
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Flight Plan & Budget
Media PlacementDEC
5 - 11
DEC
12 - 18
DEC
19 - 25
DEC/JAN
26 - 1
JAN
2 - 8
JAN
9 - 15
JAN
16 - 22
JAN
23 - 30
Cost Per
Insertion TOTAL
Readership
/ Page
Impression
Newspaper
AFR
Monday
national
bellyband
70x657 1 1 1 1 95,943.00 383,772.00 240,000
AFR
Qtr page colour
20cmx4 Mon,
Wed, Fri
"market wrap
pg1" position 3 3 3 3 18,443.64 221,323.68
240,000
Sydney
Morning
Herald
(SAT)Full page colour
55cm x 11col 1 1 94,500.33 189,000.66 1,003,000
The Age
(SAT)DPS 550x786
Full Colour 1 1 129,699.90 259,399.80 861,000
Good
WeekendFull page colour
365 x 288 1 1 43,230.00 86,460.00 1,623,000
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Flight Plan & Budget
Media Placemen
tDEC
5 - 11
DEC
12 - 18
DEC
19 - 25
DEC/JAN
26 - 1
JAN
2 - 8
JAN
9 - 15
JAN
16 - 22
JAN
23 - 30
Cost Per
Insertion TOTAL
Readership /
Page
Impression
Online
themonthly.
com.au
roadblock
(100% SOV
leader board &
MREC)
300x250 +
728x90 - per
30 days 1 1 13,500.00 27,000.00 100,000
afr.com
medium
rectangle -home page
300x250 - per
month 1 1 18,150.40 36,300.80
afrboss.com
monthly
sponsorship
100% SOV
medium
rectangle
300x250 1 1 2,035.00 4,070.00
eDM
QANTAS
Frequent
Flyer
monthly
membership
sponsorship 1 1 0.00 0.00
BRW
sponsorship -
daily mon-fri 1 1 1 1 1 1 1 1 3,080.00 24,640.00 11,971
TOTAL 1,501,535.69
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Outcome of Media Negotiation
Sought to book:
Double Page Spread (Four Colour DPS 285 x 430) $ 28,700
Outside Back Cover (Four Colour OBC 285 x 220) $ 25,600
Third Page (3 x $ 8,000) (Third Page Vertical Four Colour 285 x 80) $ 24,000
OPTUS maximum rates as per rate card $ 78,300
Maximum total potential cost for December & January $ 156,600
Negotiated media placement for total $100,000
Resulting in an overall negotiated discount of 56.6% for this media placement.
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Potential Enhancement
Additional 33% of budget ($500,000)
Increase reach by 5% (85%)
Increase frequency by 1+ (4+)
Include print, online & eDM placements in
The Australian
Business / Entrepreneur / Media / IT / Wealth
Travel + Indulgence / The Deal / WE Aus Magazine
The Australian iPad App #1 in news category
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