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Marketing Budget 2013 Planning
Marketing Budget2013 Planning
2 © 2012. All Rights Reserved. William Gallagher Associates Insurance Brokers, Inc.
Advertising Options – New England
Captivate
Clear Channel Outdoor Digital
NECN Cable Television
WBUR
BBJ & MHT Email Advertising
Unique Events
CAPTIVATEelevator ads
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Captivate viewwes
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Captivate – more on overall viewers
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Captivate creative options
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Captivate creative options
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More creative options
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More creative options
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More creative options
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Captivate
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Captivate Geographic options
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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
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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)
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Clear Channel Digital Outdoor Locations - 7
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Demographic data from ClearChannel
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More data from ClearChannel
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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
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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%
16%
Purchase Decision MakerAny Business Decision 17%
19%Computer Hardware/Software 9%
12%
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% Radio Listener
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% Radio Listener
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.
• Total Investment: $4380 per month, $52,560 in 2013
_____________________________________________Signature/Date
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 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 $ - 10 10 10 10 10 10 10 10 10 10 10 10 120 $ -
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 77 77 77 77 77 77 77 77 77 77 77 77 924 $ 52,560
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.
• Total Investment: $3510 per month, $42,120 in 2013
_____________________________________________Signature/Date
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 8 8 8 8 8 8 8 8 8 8 8 8 96 $ 6,720 M-F 6a-7a Morning News $ 150 10 10 10 10 10 10 10 10 10 10 10 10 120 $ 18,000 M-F 6:30-7p NECN Business $ 75 8 8 8 8 8 8 8 8 8 8 8 8 96 $ 7,200 M 8-8:30p The Boss $ 125 2 2 2 2 2 2 2 2 2 2 2 2 24 $ 3,000
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
M-Su 5a-12m Bonus Rotator $ - 5 5 5 5 5 5 5 5 5 5 5 5 60 $ -
M-Su 6:30-7pmNew England Business
Briefs Sponsorship $ - 20 20 20 20 20 20 20 20 20 20 20 20 240 $ - Total 57 57 57 57 57 57 57 57 57 57 57 57 684 $ 42,120
BBJemail sponsorship
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33 © 2012. All Rights Reserved. William Gallagher Associates Insurance Brokers, Inc.
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
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Event Ideas
Curling at “Broomstones” in WestonClub rentals available for 3-hours Allows for a bartender and can bring in a caterer if approved
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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)
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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)
