Coverage You Can Count On!Multiple Screens & Multiple Solutions

to Connect You from Fort Wayne to Around the World

Roadmap

Advertising 101• Starts with Business Goals

– Marketing Plan• Introduction of a new business or product• Steal share from competition• Open a new market• Improve Profit• Defend your turf

– Advertising Goals• Blitz the Market with ad impressions to increase awareness• Run ads on the right days (Service on Mondays and Tuesday, Retail on Wednesday – Friday)• Advertise in places where your new market is active (morning programming to reach working Moms)• Reach 90% of people planning to buy a car in the next 12 months (Marshall Marketing Audit)• Run ad levels higher than your competition (share of voice)

– Track the Results• Lead based businesses can track Cost per Lead to improve efficiencies• Competitive Spending Report will give you share of voice• Track what day and time for call leads

Accelerate• Enhanced with Targeted and/or Synergistic Multiple Screens

• In unison with Marketing & Advertising Solutions

• Provides metrics to insure accountability and results

• Synergistic Screens

- Local Network Affiliate & News Station

- Niche Station

- Station Desktop and Mobile Website

- Other Digital Solutions• SEM (pay per click)• SEO (organic search page 1)• Display • Rich Media (video/graphic active ads)• Website Design• Social Media (Facebook Customer Engagement or Contesting)• Retargeting (serve ads to people who come to your website on other advertising websites)• Behavioral Targeting (serve ads to people who like to Travel)

Valuable Takeaways• Get off the fence• Have a plan and stick to the plan• Pick 1 delivery and work it• Not all media are the same (WANE Marshall Results)• Purchase for the year to get discounts• Run :10 or :15/:15s on TV to stretch your $• Morning TV works• Work in Weekends to stretch $• Work in alternative lower reach stations to increase Freq.• Vertical buy on key selling days• Utilize research to narrow target (Marshall)• Digital offers CPMs comparable to the lowest CPM Media (TV)• Digital includes creative• Don’t overlook the Digital arena you might miss a lot of customers• Get a website that you can control• Is your website responsive?• Get a Pro to manage your SEM, SEO and Social Media

Local News No Substitute

Coverage 101

“How to get on TV!”

NewsChannel 15 “Coverage You Can Count On” 

Brand Statement: “NewsChannel 15 is committed to vigilant coverage. We dig deeper, and represent viewers by asking tough questions, and report in a way that is fast, clear, accurate, and to the point. We pursue Coverage You Can Count On so our viewers feel smarter and more empowered to make the best decisions for themselves and for their family’s safety.”

Local news opportunities:• First News (Monday-to-Sunday)• Noon News• 5pm and 6pm• Nightcast at 11pm

Local News No Substitute

Staff of dedicated professionals:• News anchors• Reporters• Producers• Photographers• Weather• Sports• Web

Contact:• newsrelease@wane.com• 260-481-1500

Local Local LocalSuccess 101

• In your community to help• Strive to give coverage you can count on• Contacts

Tom Antisdel, Director of Sales 481-1510 tom.antisdel@wane.comTed Linn, News Director 481-1530 ted.linn@wane.com