Falcon's Invoice Discounting: Your Path to Prosperity
WMSF Case Competition Presentation
1. 1
Bearcat
Consulting
Leave it to the Pros, ProTels
Defending the 5-Star Law
March 14th, 2020
Alexander Lai and Erik Zhao
Bearcat
Consulting
2. 2
Bearcat
Consulting
Executive Summary
Project Overview
Issues
Ongoing conversations about
reversing the 5-Star Law
Grassroots lobbying efforts
from an opposing party
1 2
No clear plan to influence the
votes of city council members
3
Impacts
Question
How can a targeted and cost-effective 4-month media plan be developed to influence
at least 4 out of 9 council members and table the 5-Star Law conversation?
Strategies Lock into
the digital world
Pop on
the television
Drop off
the papers
30.2M
Impressions
from High
Turnout Voters
GRPs
from High
Turnout Voters
968
Efficiency Gain
from High
Turnout Voters
111%
Conversions
from High
Turnout Voters
3.3M
3. 3
Bearcat
Consulting
Media
Strategy
_____________
Who is the target
of the strategy?
Where is the media
being placed?
When will the
media be
distributed?
Strategy
Impact
_____________
Why is the
strategy
effective?
Concluding
Thoughts
_____________
What are the
takeaways from
the strategy?
4. 4
Bearcat
Consulting
Analyzing the benefits and drawbacks to all options considered, a
thorough strategy was developed to best reach ProTels’ overall goals
1
2 3
Feasibility
Alignment with Goals
Effectiveness
Media Channels
Special Initiatives
Target Audiences
Print
Television
Digital
Hosting
sponsored events
Short-term
rental
supporters
Always
votes
Forming
strategic
partnerships
Small business
owners
Sometimes
votes
Solutions within the outlined circle
represent favorable recommendations
Property
owners
Gen Z
Gen X
Millennials
Baby
Boomers
Public
broadcasting
underwriting
Radio
Theater
Outdoor
Canvassing
Shared
media
Owned
media
Strategic Alternatives
5. 5
Bearcat
Consulting
Meet Quentin, the core target audience member that a strategic media
plan taking place in ordinary conditions would intend to focus on
Ordinary Target Audience
Quentin
Habits and Behavior
Select Programs Watched
• Commutes to work daily on public transportation
• Enjoys keeping fit with regular doctor visits and a healthy diet
• Consumes print, television, and outdoor media regularly
• Age: 55
• Occupation: Sales
• Income: ~$90,000
• Location: Bay Side
• Always votes
• Often contributes to
political organizations
6. 6
Bearcat
Consulting
All across the world, ordinary human behavior has significantly been
changed due to the unexpected advent of the infectious COVID-19 virus
The Coronavirus
Source(s): (1) Centers for Disease Control and Prevention, (2) World Health Organization, (3) Yahoo Finance
What is COVID-19?(1)
World Impact
COVID-19 Affected Population
Impact on Human Behavior
• COVID-19, referred to as the coronavirus, is
a disease first identified in Wuhan, China
• Symptoms include fever, coughing,
pneumonia, muscle pain, and sore throat
• The infection mainly spreads through the
air from coughs/sneezes in close proximity
• Currently no available working vaccine
• Citizens of the world are avoiding heavily populated public
places and are minimizing any cross-border travel
• Governments have been encouraging social distancing, the
deliberate spacing of ~6 feet from one’s peers
• In certain areas, local governments have put mandatory
curfews in place to limit the amount of people on the streets
• Many employees have been instructed to work from home
Regulations in effect
• Businesses and public institutions are being heavily disrupted
• The U.S. has declared this pandemic a national emergency
COVID-19 tanks
the world economy
1,669 fatalities
9,912 fatalities
5,954 fatalities
3.338 fatalities
7. 7
Bearcat
Consulting
Meet Quarantine Quentin, the ideal audience member that the strategic
media plan aims to target in order to drive meaningful conversions
Adjusted Target Audience
• Works from home and only goes outside to buy necessities
• Spends time that he would be commuting on home activities
• Increases overall media consumption while in confinement
New Habits and Behavior
Illustrative Daily Schedule during the Pandemic
Quarantine
Quentin
5PM-12AM
9AM-1PM
9-10:30AM
9:00AM
Wakes up to begin
the work day
12:00AM
Goes to sleep
for the night
1:00PM
Takes a relaxing
lunch break
5:00PM
Ends work
for the day
1-2:30PM 10-11:30PM
7:00PM
Has dinner
with family
2:30PM-7PM
10:30AM-5PM
There is minimal travel in Quarantine Quentin’s schedule as he will be confined to his home all day
9:30PM
Spends time
with the kids
• Age: 55
• Occupation: Sales
• Income: ~$90,000
• Location: Bay Side
• Always votes
• Often contributes to
political organizations
8. 8
Bearcat
Consulting
A large portion of the budget is to go towards television as this was
projected to be one of the more effective indoor-oriented media vehicles
Television Strategy
Budget allocated based on weighted
target audience viewership percentages
Budget allocated based on weighted
average distribution of daily viewership
Television is mainly consumed within the home, and with citizens spending an abnormal amount
of time at home, this media vehicle will be effective in driving meaningful conversions
$250,000
$150,000
Broadcast Television Cable Network Groups
9. 9
Bearcat
Consulting
Digital advertising and print media will drive conversions as people turn
to digital devices and newspapers when confined inside their homes
Digital and Print Strategy
Budget allocated based on weighted
target audience viewership percentages
Budget allocated based on 10-year average
Monday-Friday/Sunday circulation ratio
$350,000
budget for
digital
$200,000
budget for
print
Digital Advertising Strategy Print Strategy
With people spending more time indoors,
digital forms of entertainment will become
more popular and digital advertisements
will be more likely to make an impact
The typical distribution of newspapers
will remain constant, even during this
pandemic, and print will be another
important source of indoor entertainment
10. 10
Bearcat
Consulting
Flighting Plan
Television will be focused in the earlier part of the campaign, digital will
be focused in the later portion, and print will remain for all four months
March 17th – April 16th April 17th – May 16th May 17th – June 16th June 17th – July 17th
$7,652
$34,968
$26,852
$39,140
$57,003
$57,420
$19,229
$7,737
$9,137
$2,284
$3,046
$1,523
$2,284
$2,284
$129,442
$69,264
$35,158
$17,287
$54,313
$99,983
$13,900
$15,768
$7,943
$18,046
Daytime (9a-3p) : English/Spanish
Early Fringe (3p-5p)
Early News (5p-7p)
Prime Access (7p-8p)
Primetime (8p-11p)
Late News (11p-1130p)
Late Fringe (1130p-1a)
News: Daytime/Primetime
Arts/Culture/History: Daytime/Primetime
General Entertainment: Daytime/Primetime
Sports: Daytime/Primetime
Lifestyle/Info-tainment: Daytime/Primetime
Other/Niche/Education: Daytime/Primetime
Satellite Dish Viewing: All Day Rotator
Bay Side Chronicle: Daily/Sunday
and Other Local Bay Side Newspapers
Local Bay Side Media Websites: Display/Video
National News Websites: Display/Video
National/Local Sports Websites: Display/Video
Programmatic: Display/Video
Mobile: Display/Video
Facebook : Display
OTT (Hulu, Sling, Amazon, etc.)
YouTube: Streaming and Pre-Roll
Live Streaming TV (free)
Digital Radio (Pandora, iHeart, Spotify)
Early Morning (5a-9a)
$200,000
Legend
= Television (:30)
= Print
= Digital Advertising
= Evaluation Checkpoint
$235,102 spent for
9,003,568 impressions
and 1,069,380 conversions
with high turnout voters
$513,291 spent for
19,750,298 impressions
and 2,398,777 conversions
with high turnout voters
$672,485 spent for
23,484,813 impressions
and 2,791,405 conversions
with high turnout voters
$950,000 spent for
30,186,609 impressions
and 3,279,999 conversions
with high turnout voters
Media Vehicle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Negotiations
with
Media
Companies
$18,338
11. 11
Bearcat
Consulting
Media
Strategy
_____________
Who is the target
of the strategy?
Where is the media
being placed?
When will the
media be
distributed?
Strategy
Impact
_____________
Why is the
strategy
effective?
Concluding
Thoughts
_____________
What are the
takeaways from
the strategy?
12. 12
Bearcat
Consulting
Strategy KPIs
An efficiency gain of 111.33% for high turnout voters compared to the
overall adult population indicates that the strategy will be effective
Cost per 1,000 Impressions Number of Impressions
Strategy Conversions
Gross Rating Points
$33
Cost per 1,000
Impressions
from High
Turnout Voters
$17
CPM
from adults 18+
$59
CPM from
short-term rental
supporters
$220 CPM from high turnout voters
$37 CPM from high turnout voters
$89 CPM from high turnout voters
30.2M
Overall
Impressions
from High
Turnout Voters
55.3M
impressions
from adults 18+
16.1M
impressions from
short-term rental
supporters
18.5M impressions from high turnout voters
9.5M impressions from high turnout voters
2.2M impressions from high turnout voters
869
Gross Rating
Points from
Adults 18+
968
Gross Rating
Points from
High Turnout
Voters
111.33% Efficiency Gain
The strategy is expected to generate ~3.27M conversions as a base case, ~2.96M
conversions in a downside case, and ~3.62M conversions in an upside case
95.0% 97.5% 100.0% 102.5% 105.0%
95.0% 2,960,199 3,038,099 3,115,999 3,193,899 3,271,799
97.5% 3,038,099 3,118,049 3,197,999 3,277,949 3,357,899
100.0% 3,115,999 3,197,999 3,279,999 3,361,999 3,443,999
102.5% 3,193,899 3,277,949 3,361,999 3,446,049 3,530,099
105.0% 3,271,799 3,357,899 3,443,999 3,530,099 3,616,199
Conversion
Rate
Effectiveness
Percent of Impressions Earned
13. 13
Bearcat
Consulting
The strategy generates enough conversions from the voting population
to convince enough council members to vote in favor of the current law
Strategy Conversions
Estimating Conversions Needed Strategy Conversions as a Percentage of Total Population
• Assuming every council member represents an equal part of the population,
each council man represents 11.11% (1/9) of the population
• In this case, over 44.44% (4/9) of the population would have to sign the
petition in order for the law to remain as is
• A range of 38.89% (3.5/9 council members) through 50.00% (4.5/9 council
members) of conversions needed was modeled to show an upside and a
downside scenario
Population Method
Petition Method
• Assuming that Bay Side’s policies are in line with the most common policies
within the United States, 10% of the population is needed to file for a petition
• Assuming 1 petition convinces 1 council member, over 40.00% of the
population would have to sign the petition in order for the law to remain as is
• A range of 35.00% (3.5 petitions) through 45.00% (4.5 petitions) of conversions
needed was modeled to consider an upside and a downside scenario
Majority Method
• Assuming that every council member is aspiring for higher public office,
they may act in the interests of the majority of the population
• In this case, if more than half of the population expresses interest in an
initiative, all council members will vote in line with the majority’s opinion
• A minimum of 50.01% of the population would have to sign the petition in
order for the law to remain as is
Strategy Conversions vs. Conversions Needed
A 3.45% downside case deficit is negligible as estimates are conservative, ProTels has
contributed to council members in the past, and a $50,000 reserve is available
Base Case: 51.59%
The strategy is expected to generate 51.59% of the population as a base case, 46.56% of
the population in a downside case, and 56.88% of the population in an upside case
95.0% 97.5% 100.0% 102.5% 105.0%
95.0% 46.56% 47.79% 49.01% 50.24% 51.46%
97.5% 47.79% 49.04% 50.30% 51.56% 52.82%
100.0% 49.01% 50.30% 51.59% 52.88% 54.17%
102.5% 50.24% 51.56% 52.88% 54.20% 55.53%
105.0% 51.46% 52.82% 54.17% 55.53% 56.88%
Percent of Impressions Earned
Conversion
Rate
Effectiveness
14. 14
Bearcat
Consulting
Media
Strategy
_____________
Who is the target
of the strategy?
Where is the media
being placed?
When will the
media be
distributed?
Strategy
Impact
_____________
Why is the
strategy
effective?
Concluding
Thoughts
_____________
What are the
takeaways from
the strategy?
15. 15
Bearcat
Consulting
There exist a few inherent risks within the overall strategy, but mitigants
have been established in the case that these risks come to fruition
Risks and Considerations
Risks Mitigants
1
The placement of
advertisements within
each media vehicles may
not turn out as expected
Negotiate clear expectations
on advertisement placement
to media companies
prior to execution
2
Unexpected costs may arise
throughout the course of the
planned media campaign
The $50,000 buffer built into
the budget can be used to
account for unforeseen costs
3
The impact of the
coronavirus on ordinary
human behavior may end
earlier than predicted
Evaluate situation at
checkpoints and switch
strategies (Backup Strategy)
if deemed necessary
Probability
Impact
2
3
1
16. 16
Bearcat
Consulting
Strategy Summary
This strategic media plan will drive conversions among the electorate
and will effectively push the 5-Star Law conversation in ProTels’ favor
Lock
Pop Drop
This strategy has a precise mix of media… … that will yield optimistic KPIs… … and will achieve ProTels’ overall goal
At least 4 of the 9 city council members will
advocate for the 5-Star Law to remain as is
30.2M
Impressions
from High
Turnout Voters
$1,000,000
Total
Budget
GRPs
from High
Turnout Voters
968
Efficiency Gain
from High
Turnout Voters
111%
Conversions
from High
Turnout Voters
3.3M
17. 17
Bearcat
Consulting
Main Presentation Slide Network
Opening Page Project Overview Media Strategy Strategic Alternatives Ordinary Target Audience The Coronavirus
Adjusted Target Audience Television Strategy Digital and Print Strategy Flighting Plan Strategy Impact Strategy KPIs
Strategy Conversions Concluding Thoughts Risks and Considerations Strategy Summary
18. 18
Bearcat
Consulting
Appendix Network
Main Strategy
General Support
Backup Strategy
Miscellaneous Items
Appendix A: Unused Strategic Alternatives
Rationales
Appendix B: Radio Consumption Appendix C: Public Broadcasting Policy Appendix D: Theater Trailer Information Appendix E: Non-Target Audience Crosstabs
Appendix F: Recruitment Freeze Rationales Appendix G: Social Media and Search Habits Appendix H: Target Audience Crosstabs Appendix I: COVID-19 Pandemic Effects Appendix J: Television Viewership Analysis
Appendix K: Television and Digital Allocations
Appendix L: Newspaper Type Circulation
Analysis
Appendix M: Top Newspaper Company
Distribution Habits
Appendix N: Newspaper Package Composition
Appendix O: Select Suspended Television
Programming
Appendix P: United States Petition
Requirements
Appendix Q: The Science of Law Amendments Appendix R: Negotiation Tactics Appendix S: Potential Emergency Buffer Usage Appendix T: Illustrative Petition Example
Appendix U: Advertisement Technology
Infrastructure Design
Appendix V: Grassroots Campaign Projections Appendix W: COVID-19 Duration Projections Appendix X: SWOT Analysis Appendix Y: PESTEL Analysis
Appendix Z: Main Strategy Model Summary
Appendix AA: Main Strategy Television Media
Characteristics
Appendix AB: Main Strategy Television Costs
Appendix AC: Main Strategy Television
Impressions and Conversions
Appendix AD: Main Strategy Print, Digital,
and Buffer Characteristics
Appendix AE: Main Strategy Print, Digital, and
Buffer Costs
Appendix AF: Main Strategy Print, Digital, and
Buffer Impressions and Conversions
Appendix AG: Main Strategy Unused Media
Characteristics
Appendix AH: Main Strategy Unused Media
Costs
Appendix AI: Main Strategy Unused Media
Impressions and Conversions
Appendix AJ: Main Strategy Breakdown Over
Time
Appendix AK: Backup Strategy Overview Appendix AL: Backup Strategy Flighting Plan Appendix AM: Backup Strategy KPIs Appendix AN: Backup Strategy Conversions
Appendix AO: Backup Strategy Model
Summary
Appendix BD: Glossary Appendix BE: Works Cited Appendix BF: Request For Proposal Appendix BG: Bearcat Consulting Appendix BH: Special Thanks
Appendix AP: Backup Strategy Television
Characteristics
Appendix AQ: Backup Strategy Television
Costs
Appendix AR: Backup Strategy Television
Impressions and Conversions
Appendix AS: Backup Strategy Print, Outdoor,
and Buffer Characteristics
Appendix AT: Backup Strategy Print, Outdoor,
and Buffer Costs
Appendix AU: Backup Strategy Print, Outdoor,
and Buffer Impressions and Conversions
Appendix AV: Backup Strategy Unused Media
Characteristics
Appendix AW: Backup Strategy Unused Media
Costs
Appendix AX: Backup Strategy Unused Media
Impressions and Conversions
Appendix AY: Backup Strategy Breakdown
Over Time
Appendix AZ: Backup Strategy Unused Media
Rationales
Appendix BB: Feasibility of Radio Appendix BC: Technology Usage Habits
19. 19
Bearcat
Consulting
Appendix A: Unused Strategic Alternatives Rationales
Category Reasons as to why Initiative was not Chosen
Initiative
Radio is mostly listened to by drivers, and with people staying at home, they may not hear the
advertisements
Radio (:60)
Media Channel
This media vehicle does not allow for political messages
Public Broadcasting Underwriting
Media Channel
With citizens being confined to their homes, they may not get the chance to see any outdoor media
advertisements
Outdoor
Media Channel
Many businesses, including theaters, have been temporarily closed due to the COVID-19 pandemic
Theater
Media Channel
Those aged 25-40 are not likely to vote or be involved with politics
Millennials
Target Audience
Those aged 18-25 are not likely to vote or be involved with politics
Gen Z
Target Audience
Those who rent out property for short periods would be opposed to banning short-term rentals
Property owners
Target Audience
Those who support short-term rentals will side with Zack Kapowski’s campaign
Short-term rental supporters
Target Audience
This is too small of a target audience to focus on (6% of the population) and they will most likely side
with short-term rental providers than large corporations such as hotels
Small business owners
Target Audience
This would require additional funds to hire a marketing director to manage a website, blog, or email
marketing campaign
Owned media
Special Initiatives
This would require building a engaging follower base on social media from scratch in a short period of
time, which is unlikely
Shared media
Special Initiatives
This would require additional funds and it is unlikely that people will show up to in-person events due
to the COVID-19 pandemic
Hosting sponsored events
Special Initiatives
Partnering with other organizations would most likely skew the highly specific goal of ProTels and open
up the floor to input from parties with different interests
Forming strategic partnerships
Special Initiatives
This would require additional funds and it is unlikely that physical interactions with others would be
effective due to the COVID-19 pandemic
Canvassing
Special Initiatives
20. 20
Bearcat
Consulting
Appendix B: Radio Consumption
Source(s): (1) Edison Research, (2) Deloitte
Historically, a majority of Americans enjoy
listening to the radio while in their cars
Listeners in the age range of 55-75 enjoy
listening to the radio in the car the most
21. 21
Bearcat
Consulting
Appendix C: Public Broadcasting Policy
Source(s): (1) Federal Communications Commission
Public broadcasting cannot promote any political messages on behalf of ProTels
The Communications Act prohibits public stations from carrying most political spots. Section 399B
prohibits public stations from airing “any advertisement.”
(a) For purposes of this section, the term "advertisement" means any message or other programming
material which is broadcast or otherwise transmitted in exchange for any remuneration, and which is
intended --
(1) to promote any service, facility, or product offered by any person who is engaged in such offering for
profit;
(2) to express the views of any person with respect to any matter of public importance or interest (1)
22. 22
Bearcat
Consulting
Appendix D: Theater Trailer Information
Due to the effects of the COVID-19 pandemic, many movie theaters have been shut
down and foot traffic to these establishments is expected to radically decrease
Only 4% of revenue from National Cinemedia, the largest cinema advertiser in the United States,
comes from government-related ads, and this implies political ads are not prominent in theaters
Present Day: 3/14/20
Source(s): (1) SafeGraph, (2) National CineMedia
23. 23
Bearcat
Consulting
Appendix E: Non-Target Audience Crosstabs
Source(s): (1) Scarborough Research
Bay Side Survey Crosstabulations for ProTels Project to Defend the 5-Star Law (n = 11,503)
(1)
All Bay Side Adults Any short-term rental Any hotel/motel Short-Term Rentals Supporters Always Vote in Local Elections Contributed Money to Political Organizations (Past 12 months)
Age
18 - 20 Target % 5.2% 3.8% 5.2% 3.6% 3.9% 4.2%
Index 100 73 100 70 75 82
21 - 24 Target % 5.2% 7.1% 5.5% 5.5% 3.5% 3.6%
Index 100 137 106 107 68 71
25 - 29 Target % 8.1% 17.2% 8.8% 11.4% 5.4% 5.7%
Index 100 213 109 141 67 71
30 - 34 Target % 10.5% 19.4% 11.7% 13.3% 7.2% 9.6%
Index 100 184 112 127 68 91
35 - 39 Target % 9.3% 12.1% 10.5% 9.8% 7.3% 7.0%
Index 100 130 112 105 79 75
40 - 44 Target % 8.5% 9.0% 9.5% 7.8% 7.2% 5.3%
Index 100 106 111 92 84 62
45 - 49 Target % 7.4% 6.7% 8.1% 7.0% 6.7% 6.0%
Index 100 89 109 94 90 81
50 - 54 Target % 10.0% 8.0% 9.9% 10.1% 10.0% 9.7%
Index 100 80 99 100 100 97
60 - 64 Target % 8.3% 3.9% 7.6% 6.9% 10.4% 10.2%
Index 100 47 91 84 125 122
65 - 69 Target % 6.0% 3.2% 5.0% 5.2% 8.5% 8.4%
Index 100 54 84 87 143 141
70 or older Target % 13.5% 4.7% 10.1% 11.3% 20.2% 20.7%
Index 100 35 75 84 150 154
Race
Black/African American Target % 5.9% 3.2% 5.4% 3.7% 5.7% 4.4%
Index 100 53 90 62 97 74
Asian Target % 14.7% 17.9% 15.9% 16.0% 10.8% 9.8%
Index 100 122 108 109 74 67
Other Target % 10.3% 9.0% 11.0% 8.6% 9.9% 8.8%
Index 100 87 106 84 96 86
Gender
Women Target % 50.8% 47.8% 49.3% 48.2% 48.7% 47.7%
Index 100 94 97 95 96 94
Individual employment income
Less than $10,000 Target % 0 0 0 0 0 0
Index 100 74 85 61 72 81
$10,000 - $19,999 Target % 0 0 0 0 0 0
Index 100 98 96 88 100 69
$20,000 - $24,999 Target % 0 0 0 0 0 0
Index 100 77 90 67 75 76
$25,000 - $29,999 Target % 0 0 0 0 0 0
Index 100 85 92 74 87 39
$30,000 - $34,999 Target % 0 0 0 0 0 0
Index 100 63 99 60 78 89
$35,000 - $39,999 Target % 0 0 0 0 0 0
Index 100 78 101 77 80 48
$40,000 - $44,999 Target % 0 0 0 0 0 0
Index 100 93 101 92 84 51
$45,000 - $49,999 Target % 0 0 0 0 0 0
Index 100 97 103 109 93 115
$50,000 - $74,999 Target % 0 0 0 0 0 0
Index 100 140 112 123 92 87
$100,000 - $149,999 Target % 0 0 0 0 0 0
Index 100 150 118 137 98 123
$150,000 - $249,999 Target % 0 0 0 0 0 0
Index 100 174 126 158 101 128
$250,000 or more Target % 0 0 0 0 0 0
Index 100 141 119 152 98 134
Occupation summary
Farming, Fishing, and Forestry Target % 0.2% 0.3% 0.1% 0.2% 0.2% 0.0%
Index 100 183 52 101 137 NaN
Construction, Extraction, and Maintenance Target % 3.2% 1.7% 2.7% 2.6% 2.9% 1.9%
Index 100 54 86 83 92 59
Production, Transportation and Material Moving Target % 4.6% 3.8% 4.4% 3.8% 4.0% 1.4%
Index 100 83 95 81 86 29
Hotel/motels used past 12 months
24. 24
Bearcat
Consulting
Appendix F: Recruitment Freeze Rationales
Source(s): (1) Glassdoor
Hiring a Marketing Employee (1)
Average Base Pay
$54,268/year
$37K
Low
$84K
High
$54K
Average
• On average, it may take $13.6K to hire a
marketing employee to manage owned or
shared media ($9.3K on the low end and
up to $21K on the high end)
• Due to the COVID-19 pandemic, many
organizations are tightening their budgets
and maintaining as much cash on hand as
possible; using additional money outside
the budgeted amount is not recommended
$13,567
average total pay for a
marketing employee over
the course of the campaign
Hiring a Canvassing Employee (1)
Average Base Pay
$31,350/year
$18K
Low
$61K
High
$31K
Average
$7,838
average total pay for a
canvassing employee over
the course of the campaign
• On average, it may take $7.8K to hire a
canvassing employee to manage owned or
shared media ($4.5K on the low end and
up to $15.3K on the high end)
• Due to the COVID-19 pandemic, many
organizations are tightening their budgets
and maintaining as much cash on hand as
possible; using additional money outside
the budgeted amount is not recommended
• Canvassing is typically involves in-person
interaction, and with people weary of close
contact, this method would not be effective
25. 25
Bearcat
Consulting
Appendix G: Social Media and Search Habits
Source(s): (1) Pew Research Center
A very low percentage of the strategy’s target audience consumes Instagram, Twitter, or Snapchat
Even if search advertisements can be geotargeted to Bay Side residents, only ~11% of those ads
will be seen by the target audience, while a majority of them will be seen by consumers under 45
26. 26
Bearcat
Consulting
Appendix H: Target Audience Crosstabs
Source(s): (1) Scarborough Research
Bay Side Survey Crosstabulations for ProTels Project to Defend the 5-Star Law (n = 11,503)
(1)
All Bay Side Adults Any short-term rental Any hotel/motel Short-Term Rentals Supporters Always Vote in Local Elections Contributed Money to Political Organizations (Past 12 months)
Age
55 - 59 Target % 8.0% 4.8% 8.3% 8.0% 9.6% 9.6%
Index 100 60 103 100 120 119
Race
White Target % 69.1% 70.0% 67.8% 71.7% 73.5% 77.0%
Index 100 101 98 104 106 111
Gender
Men Target % 49.2% 52.2% 50.7% 51.8% 51.3% 52.3%
Index 100 106 103 105 104 106
Individual Employment Income
$75,000 - $99,999 Target % 8.8% 12.5% 10.5% 9.9% 8.8% 10.5%
Index 100 142 119 113 100 119
Market value of owned home (HHLD)
$500,000 - $749,999 Target % 10.4% 7.8% 10.7% 9.4% 12.2% 11.0%
Index 100 75 103 91 117 106
Occupation Summary
Sales and Office Target % 13.0% 10.6% 13.1% 10.8% 12.3% 11.8%
Index 100 81 101 83 94 91
Cable networks/stations watched past 7 days
AMC Target % 11.7% 9.2% 12.4% 10.4% 13.7% 12.2%
Index 100 79 106 89 118 104
FXX Target % 4.1% 3.5% 4.1% 3.5% 4.4% 4.2%
Index 100 87 102 86 108 103
Logo Target % 1.2% 0.6% 1.4% 0.9% 1.5% 2.2%
Index 100 45 115 71 120 178
MLB Network Target % 4.9% 3.7% 5.3% 4.5% 6.0% 7.2%
Index 100 77 108 91 124 148
National Geographic Target % 13.0% 9.3% 13.3% 12.5% 17.4% 15.8%
Index 100 72 102 96 134 122
Tennis Channel Target % 1.4% 1.1% 1.4% 1.3% 2.0% 1.8%
Index 100 77 104 95 145 131
TLC (The Learning Channel) Target % 6.9% 5.5% 7.3% 6.7% 7.6% 7.2%
Index 100 80 105 97 110 104
TNT Target % 15.7% 12.6% 16.4% 13.8% 18.6% 16.6%
Index 100 80 104 88 118 105
TruTV Target % 3.8% 3.3% 3.9% 2.8% 4.3% 4.0%
Index 100 86 102 73 112 105
Newspaper Readership
East Bay Times e-Edition Target % 0.3% 0.2% 0.4% 0.2% 0.4% 0.8%
Index 100 66 124 81 143 276
The Examiner e-Edition Target % 0.1% 0.1% 0.2% 0.1% 0.2% 0.2%
Index 100 54 117 49 123 164
The Argus Target % 0.6% 0.4% 0.6% 0.6% 0.8% 0.7%
Index 100 68 105 100 130 123
Los Gatos Weekly Times Target % 0.4% 0.3% 0.5% 0.3% 0.5% 1.0%
Index 100 92 133 79 129 275
Food/cooking pages/section Target % 23.8% 21.4% 24.2% 23.6% 27.7% 27.0%
Index 100 90 102 99 117 113
Distance walked in town, city or downtown area past 7 days
1 to less than 3 miles Target % 30.6% 30.3% 32.7% 29.2% 31.5% 35.8%
Index 100 99 107 95 103 117
Beverages drank past 7 days
Evian Target % 1.8% 1.7% 2.0% 1.6% 1.9% 2.6%
Index 100 92 108 87 105 143
Caffeine Free Diet Coke Target % 3.7% 3.0% 3.8% 3.3% 4.0% 4.4%
Index 100 83 105 90 108 120
Diet Sunkist Target % 0.6% 0.3% 0.7% 0.4% 0.7% 0.6%
Index 100 50 116 70 111 101
Pepsi Zero Sugar Target % 1.1% 0.7% 1.2% 0.6% 1.2% 2.2%
Index 100 62 106 52 103 194
Current level of interest in National Basketball Association (NBA)
Very Target % 18.8% 17.2% 20.1% 17.4% 20.4% 21.6%
Index 100 91 107 93 109 115
Hotel/motels used past 12 months
27. 27
Bearcat
Consulting
Appendix I: COVID-19 Pandemic Effects
Source(s): (1) Flightradar24, (2) SafeGraph, (3) Statista
During this pandemic, many of those in the target age group
would prefer to avoid physical stores for the near future
Foot traffic across many types of businesses is expected to
decrease due to the encouragement of social distancing
Many airlines are expecting flight cancellations due to the
discouragement of any travel during the pandemic
Present Day: 3/14/20
Present Day: 3/14/20
28. 28
Bearcat
Consulting
Appendix J: Television Viewership Analysis
Source(s): (1) U.S. Bureau of Labor Statistics
Daypart
Percentage of People
Watching Television
Weighted
Allocation
Early Morning (5a-9a) 6.73% 3.06%
Daytime (9a-3p): English/Spanish 15.37% 13.99%
Early Fringe (3p-5p) 23.60% 10.74%
Early News (5p-7p) 34.40% 15.66%
Prime Access (7p-8p) 50.10% 22.80%
Primetime (8p-11p) 50.47% 22.97%
Late News (11p-1130p) 16.90% 7.69%
Late Fringe (1130p-1a) 6.80% 3.09%
29. 29
Bearcat
Consulting
Appendix K: Television and Digital Allocations
Source(s): (1) Scarborough Research
Television: Combined Cable Network Groups (1)
Target Audience
Viewership Percentage
Weighted
Allocation
News: Daytime 0.5% 2.54%
News: Primetime 0.7% 3.55%
Arts/Culture/History: Daytime 0.1% 0.51%
Arts/Culture/History: Primetime 0.2% 1.02%
General Entertainment: Daytime 0.1% 0.51%
General Entertainment: Primetime 0.3% 1.52%
Sports: Daytime 0.1% 0.51%
Sports: Primtetime 0.1% 0.51%
Lifestyle/Info-tainment: Daytime 0.1% 0.51%
Lifestyle/Info-tainment: Primetime 0.2% 1.02%
Other/Niche/Educations: Daytime 0.2% 1.02%
Other/Niche/Educations: Primetime 0.1% 0.51%
Satellite 17.0% 86.29%
Digital Advertising (1)
Target Audience
Viewership Percentage
Weighted
Allocation
Local Bay Side Media Websites: Display and Pre-Roll Video 59.3% 19.89%
National News Websites: Display and Pre-Roll Video 30.1% 10.09%
National Sports Websites: Display and Pre-Roll Video 14.8% 4.96%
Programmatic Top 1000 Sites: Display and Pre-Roll Video 46.5% 15.59%
Mobile: Display and Pre-Roll Video 85.6% 28.71%
Facebook: Display 28.5% 4.78%
OTT (Hulu, Sling, Amazon) 23.8% 3.99%
Video Clips (YouTube, etc.) 27.0% 4.53%
Live Streaming TV (free) 13.6% 2.28%
Radio (Pandora, iHeart, Spotify) 30.9% 5.18%
30. 30
Bearcat
Consulting
Appendix L: Newspaper Type Circulation Analysis
Source(s): (1) Pew Research Center
1.04 50-year ratio
.95 25-year ratio
.94 10-year ratio
Weekday/Sunday
Distribution Ratio
31. 31
Bearcat
Consulting
Newspaper
Distributor
Distribution
Count
(2019) (1)
Currently
Distributing
Newspapers
No Change in
Frequency of
Delivery
No Plans to
Change Current
Distribution
1,621,091 ✓ ✓ ✓
1,011,200 ✓ ✓ ✓
483,701 ✓ ✓ ✓
426,129 ✓ ✓ ✓
417,936 ✓ ✓ ✓
254,379 ✓ ✓ ✓
251,822 ✓ ✓ ✓
251,473 ✓ ✓ ✓
238,103 ✓ ✓
230,756 ✓ ✓ ✓
Appendix M: Top Newspaper Company Distribution Habits
Source(s): (1) Cision
9/10 of the top U.S. newspapers are unchanged since the COVID-19 pandemic began and smaller publications will mirror this
32. 32
Bearcat
Consulting
Appendix N: Newspaper Package Composition
Paper
Newspapers are
typically made up of
recycled ground wood
pulp. This material is
highly porous and any
viruses that may reside
on the paper’s surface
should only be viable as
an infectious agent for a
period of less than 24
hours (1).
Newspaper packages consist of…..
Ink
The ink used to print
can be made up of
petroleum-based, soy-
based, or mineral-based
compounds. The
procedures used to
process the ink involves
high heat and lasers
which renders the ink
sterile and makes it
highly unlikely to be a
virus transmitter.
Sleeve
These bags protect
newspapers in the case
of inclement weather.
They are primarily
made of polyethylene
and any viruses on it
can only last around 2
days (2). Since these bags
are stored prior to
distribution, there is a
low risk of virus
transmission.
Rubber Band
The rubber band is
meant to hold the entire
package together and it
is usually made of
natural rubber or
elastomer. The
procedure used to
produce these involve
high heat in a sterile
environment, meaning
there is a low risk of
virus transmission.
It is highly unlikely that COVID-19 will be transmitted to a reader through a newspaper package and there are no known
cases of this occurring. This prevents ProTels’ message from being negatively associated with the novel coronavirus.
Source(s): (1) Firstpost, (2) WebMD
34. 34
Bearcat
Consulting
Appendix P: United States Petition Requirements
Minimum Percentage of Voting Population Needed to File a Petition by State (1) Minimum Voting Percentage by State Box Plot
The 10% median was used as a baseline for the minimum
voting percentage needed to file a petition in Bay Side
States policies range from having no requirements to needing 25% of the voting population’s signatures to file a petition
Source(s): (1) Ballotpedia
35. 35
Bearcat
Consulting
Appendix Q: The Science of Law Amendments
“The analysis suggests that when an interest group hosts one or more fundraisers for a senator
on the Finance committee, the odds that that very senator introduces one of the group’s
written requests as an amendment to the health care bill are nearly 3.5 times the odds when the
lobby group does no fundraising for the senator. The odds are even greater when we control for
whether the group and the senator are predisposed to agree ideologically. From this, we can
infer that members of Congress may be more inclined to do favors for groups that fundraise for
them than for groups with whom they share a political ideology.”
– Dr. Amy Melissa McKay, Associate Professor at the University of Exeter
Because a majority of the council members are predisposed to agree on the 5-Star Law (it was
passed in the beginning of the year) and ProTels has contributed to all of the council members
in the past, the council members amendment votes are likely to be swayed in Protels’ favor
Funding Effects on Law Amendments The Ossification Theory
Predicting the Probability that a Lobby Group will have One of Its Policy Requests Introduced
as an Amendment to the Health Reform Bill by a Senator on the Finance Committee (1)
Situation Probability Standard Deviation
Whether the lobby group hosts any fundraisers for the senator 3.645 1.540
Whether the group/lobbyist's clients are from the senator state 2.502 1.335
Dollars contributed to the senator by the group's lobbyists ($1,000s) 1.065 0.042
Group's lobbying expenditures in 2009 (in $1,000,000s) 1.016 0.008
Group's annual revenue (logged) 1.024 0.043
Number of requests made by the group and any coalition partners 1.026 0.005
Senator and group share a liberal or conservatice ideology - 0.005
Having just been passed at the beginning of the year, it is highly unlikely that the
5-Star Law will be radically amended having only been active ~6 months at most
[I]t is common ground among many administrative law scholars that at least for the most
significant regulations, agencies may spend years—sometimes more than a decade—to finalize
a single rule”
– Aaron L. Nielson, Professor of Law at Brigham Young University
“’Ossification’ . . . [is the idea] that in today’s world, it takes too much time and too many
resources for agencies to act . . . The agency must prepare a detailed notice of proposed
rulemaking that sets out the data it intends to use. It must solicit input from the public and
then respond, sometimes to thousands of comments. The agency may also have to engage in
cost-benefit analysis…. All of this can take a long time” (2)
– Aaron L. Nielson, Professor of Law at Brigham Young University
“Rulemaking . . . was once believed to be both effective and efficient; however, for the past two
decades, administrative law scholars have argued that rulemaking is so overburdened by
outside constraints that it is effectively ‘ossified’” (3)
– Dr. Jason Webb Yackee, Professor of Law at University of Wisconsin-
Madison and Susan Webb Yackee, Professor of Public Affairs and Political
Science at University of Wisconsin-Madison
Source(s): (1) Fundraising for Favors, (2) Sticky Regulations, (3) Testing the Ossification Thesis
36. 36
Bearcat
Consulting
Appendix R: Negotiation Tactics
Tactic (1) Description Counter if Used Against You
The Flinch Physically react to an opening offer. Push back, hard. “Well, if you find this price shocking, we may not be the right partner.”
The Nibble Go for minor concessions at the very end. Make them feel embarrassed. “Come on, we have already given so much.”
The Hot Potato Take your problem and make it theirs. “We have a budget of…”
Validate the problem: “Yes, but if you found a solution that yielded a 400% ROI that cost
10% more, you wouldn’t”
Good Guy / Bad Guy A classic technique where typically, the most senior person is the bad guy.
Call it out and embarrass them. Don’t fall for it– don’t say “what do you think you could
get him to go for?”
Walk-away Power Do whatever you can to remain in a position to go with another option. The only counter is to be so attractive of a client or supplier as to make it unlikely.
Diminishing Value Principle
The value of services diminishes rapidly after they are rendered. The tactic is to
get them to do free work or solve a problem before finalizing cost.
Avoid giving away too much before a deal is signed.
Trade-off Principle Only give something away when you get something in return.
Try not to negotiate in a one-off manner. Package up most of what is wanted upfront.
Competitive rivalry can counter this.
Splitting the Difference
Make an offer such that by splitting the difference between the two positions, you
arrive at the price you really want.
Make a nominal concession. Be ready to walk away. Counter with, “I understand the
logic of splitting, but that implies that your offer is reasonable…”
The Printed Word
Put pricing or terms in writing in some formal manner to lend them greater
credibility.
Acknowledge that yes indeed, someone put it down on paper, but if they have no
negotiating room beyond it, talks are over.
Author the Contract
The person who writes the contract drives the final terms and the items yet to be
negotiated.
Appeal to a higher authority: “We are required to use our form.” Or use theirs but insert
some of your own language.
Fait Accompli Send final offers or signed contracts with edits and say a deal is done if accepted. Simply don’t accept it.
The Red Herring
Fight for an issue that is not necessarily important to you, which takes pressure
off the real issue. Often the issue is very important to the other party.
Attempt to understand the other party well enough to uncover these. Attempt to create
impression that it is not important or alternatively, is a deal-breaker.
Feel, Felt, Found
Sales tactic for overcoming objections– “I understand how you feel, we have
other clients who felt the same way, but after XYZ, they found that…”
Cut to the chase and don’t be forced: “Right, I understand how that might have worked
for them. But here is why our issue is different / won’t work here.”
Columbo
Act dumb. Ask a lot of questions. Designed to get you to say too much or to get
you to talk yourself into knots, undermining your own objection.
Act exasperated that they don’t understand.
Source(s): (1) Secrets of Power Negotiating
37. 37
Bearcat
Consulting
Appendix S: Potential Emergency Buffer Usage
Proposed Use of Buffer in a Downside Case Potential Buffer Conversions Sensitivity Analysis
Adjusted Strategy Conversions using Buffer vs. Conversions Needed
Base Case: 62.35%
• At an evaluation checkpoint throughout the campaign, KPIs can be analyzed
to see if the strategy is performing as expected, but if the strategy is
underperforming, the $50,000 emergency buffer can be used to drive more
conversions
• In a downside scenario, there is a deficit of 219,236 conversions, or 3.45% of
the population, that is needed to reach the assumed threshold of 3,179,435
conversions, or 50.01% of the population, in order to sway the decisions of at
least 4 of the council members
• Distributing the emergency reserve into television, which has the lowest
average CPC of all used media channels ($197), enough conversions can be
captured to effectively cross the assumed threshold
95.0% 97.5% 100.0% 102.5% 105.0%
95.0% 229,098 235,127 241,156 247,184 253,213
97.5% 235,127 241,314 247,502 253,689 259,877
100.0% 241,156 247,502 253,848 260,194 266,540
102.5% 247,184 253,689 260,194 266,699 273,204
105.0% 253,213 259,877 266,540 273,204 279,867
Conversion
Rate
Effectiveness
Percent of Impressions Earned
Base Case: 55.73%
38. 38
Bearcat
Consulting
Appendix T: Illustrative Petition Example
Scan the QR Code or visit the
link below to sign the petition
HOTELS NEED YOUR SUPPORT!
Bay Side will be hosting the 2020 World Summer Games. Hundreds
of thousands of tourists and fans are expected to visit our city for the
month-long event. An active law nicknamed the “5-Star Law”
currently in place ensures that visitors are only able to stay in the
finest hospitality establishments and limits any short-term rentals.
In order to properly highlight Bay Side to the world, our guests
should be treated to world-class hotel experiences, not someone’s
sofa or garage loft. There are currently discussions being held on the
potential reversal of this law, and this reversal would no doubt paint
Bay Side in a bad light when the World Summer Games begin.
We need your help to sign and spread the petition to keep this law
as is and uphold the reputation of Bay Side! Please encourage your
family and friends to do the same.
-Your friendly neighborhood ProTels
SIGN THE PETITION
Make your voice heard!
https://bit.ly/2A0p99J
39. 39
Bearcat
Consulting
Appendix U: Advertisement Technology Infrastructure Design
Ad Aggregation Service and Server
Billing and
Reporting
Ad Delivery
Targeting Service
Campaign
Management
Optimization
Data Collection
Log Delivery
Edge Server
Ad SDK
iOS
Android
Desktop
Television
Print
Multi-platform Clients
40. 40
Bearcat
Consulting
Appendix V: Grassroots Campaign Projections
In the highly unlikely case that Zack Kapowski prompts conversions from all 1,867,411 short-term rental supporters
in Bay Side (29.4% of the population), this would not have a significant impact in the decisions of the council members
1,867,411 supporters
999 supporters
41. 41
Bearcat
Consulting
Appendix W: COVID-19 Duration Projections
Source(s): (1) The Washington Post, (2) Deccan Chronicle
Similar epidemics have lasted ~4 months
after social distancing was implemented
“If we do a really good job, we’ll not only hold the death down to a
level that is much lower than the other way, had we not done a good
job, but people are talking about July, August” (2)
– High ranking U.S. government official in response to when the
U.S. was expected to get the Coronavirus under control
September October November December
1918
First case in
Philadelphia,
Sept. 17
Social
distancing
interventions
first enacted,
Oct. 3
As the first cases of the 1918 flu
were reported in Philadelphia in
September 1918, authorities played
down the significance and allowed
public gatherings to continue.
Closures in Philadelphia were only
enacted once the virus had spread.
The first cases in St. Louis were
reported in early October, with
measures to contain the spread
enacted two days later This resulted
in a slower spread and lower
mortality rate.
250
deaths per
1,000 people
200
150
100
0
50
Philadelphia
First case in St. Louis, Oct. 5
Social distancing
enacted Oct. 7
St. Louis
Effects of Social Distancing on 1918 Flu Deaths (1)
Illustrative Graph of Potential New COVID-19 Cases Over Time
Present Day: 3/14/20
New cases are expected
to hit a low by the time
the 2020 World Summer
Games take place
42. 42
Bearcat
Consulting
Appendix X: SWOT Analysis
Strengths Weaknesses
Opportunities
S W
O T
1. ProTels has contributed to the campaigns
funds for all 9 council members in the past
1. ProTels only has a limited budget of $1M
to work with for the entire advertising
campaign
1. The COVID-19 pandemic can amplify the
effectiveness of certain media vehicles
Threats
1. Local business owner Zack Kapowski has
organized several hundred short-term
rental homeowners to lobby the City
Council to reverse the 5-Star Law
2. 8 of the 9 members aspire for higher
public office, meaning that they may side
with the electorate to build a strong
constituency
43. 43
Bearcat
Consulting
Political Economical
E
P
1. A grassroots movement is forming to overturn the 5-Star
Law, potentially harming ProTels’ campaign
Social Technological
S T
1. The COVID-19 pandemic has forced consumers to
implement quarantining measures and social distancing
2. Stay-at-home mandates are in place and all large gatherings
have been cancelled
1. Televisions and digital devices are sources of entertainment
while consumers are at home due to the COVID-19
pandemic
2. Consumers interact with one another mainly through digital
means while quarantined and use Zoom, Skype, and Slack
to communicate
Environmental Legal
E L
1. The 5-Star Law is already in place and indicates that most
of the council members have supported the law in the past
Appendix Y: PESTEL Analysis
1. The economy has tanked and many companies are
recommended to keep cash on hand and limit extraneous
spending
1. While environmental issues are important, they have taken
a backseat to other pressing issues in the world such as the
COVID-19 pandemic
44. 44
Bearcat
Consulting
Appendix Z: Main Strategy Model Summary
6,357,599 Central Coast Adult Population
1,867,411 Short-Term Rental Supporter Target Population
3,119,670 High Turnout Voter Target Population
Population Metrics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ 1,000,000 TOTAL 18
$ 178
$ 29.4% 100 49.1% 100
Media Vehicles and Allocation Media Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Media Vehicle as a
% of Total Short-
Term Rentals
Supporter
Impressions
Media Vehicle as a
% of Total High
Turnout Voter
Impressions
Media Vehicle as
Percent of Total
Budget
Cost Per 1,000
Short-Term
Rentals Supporter
Impressions
Cost Per 1,000
High Turnout
Voter Impressions
Cost Per 1,000
Short-Term
Rentals Supporter
Conversions
Cost Per 1,000
High Turnout
Voter Conversions
$ 1,000,000 TOTAL 100.00% 100.00% 100.00% 62
$ 33
$ 630
$ 305
$
Media Vehicles and Allocation Media Mix and Costs
Allocation of
$1,000,000
Budget
Type of Media Purchased
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Conversion
Rate
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
$ 1,000,000 TOTAL 55,255,812 16,068,908 30,186,609 22.4% 5,619,569 1,587,218 3,279,999
Total Conversions
Media Vehicles and Allocation Total Impressions
Cost Per 1,000
Short-Term
Rentals Supporter
Conversions
Cost Per 1,000
High Turnout
Voter Conversions
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
6,357,599 1,867,411 3,119,670
869.13% 860.49% 967.62%
869 860 968
Total Populations
Impressions as a Percent of Populations
Gross Ratings Points
Total Impressions
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
6,357,599 1,867,411 3,119,670
88.39% 85.00% 105.14%
Total Populations
Conversions as a Percent of Populations
Total Conversions
45. 45
Bearcat
Consulting
Appendix AA: Main Strategy Television Media Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ 400,000 TELEVISION (:30) 12
$ 113
$
$ 232,516 Combined Broadcast Television Networks (by daypart) 16
$ 145
$
$ 7,652 Early Morning (5a-9a) 10
$ 91
$ 27.4% 93 66.3% 135
$ 17,484 Daytime (9a-3p) 7
$ 64
$ 26.8% 91 62.2% 127
$ 26,852 Early Fringe (3p-5p) 8
$ 73
$ 26.8% 91 60.5% 123
$ 39,140 Early News (5p-7p) 16
$ 145
$ 26.2% 89 58.5% 119
$ 57,003 Prime Access (7p-8p) 20
$ 182
$ 28.6% 97 58.6% 119
$ 57,420 Primetime (8p-11p) 35
$ 318
$ 27.5% 94 59.2% 121
$ 19,229 Late News (11p-1130p) 37
$ 336
$ 23.2% 79 62.2% 127
$ 7,737 Late Fringe (1130p-1a) 15
$ 136
$ 26.5% 90 62.0% 126
$ - Local Broadcast TV Sports - weekend 33
$ -
$ 32.0% 109 54.1% 110
$ 17,484 Spanish Language Broadcast Television 25
$ 227
$
$ - Early Morning 33
$ -
$ 11.6% 40 41.4% 84
$ 17,484 Daytime 25
$ 227
$ 11.6% 40 50.2% 102
$ - Early News 38
$ -
$ 10.5% 36 40.8% 83
$ - Late News 45
$ -
$ 14.3% 49 39.5% 81
$ - Primetime 62
$ -
$ 13.4% 46 43.8% 89
$ 150,000 Combined Cable Network Groups 9
$ 80
$
$ 3,807 News: Daytime 25
$ 227
$ 28.2% 96 66.5% 135
$ 5,330 News: Primetime 50
$ 455
$ 29.9% 102 64.2% 131
$ 761 Arts/Culture/History: Daytime 15
$ 136
$ 22.5% 76 61.6% 126
$ 1,523 Arts/Culture/History: Primetime 30
$ 273
$ 26.4% 90 61.9% 126
$ 761 General Entertainment: Daytime 14
$ 127
$ 28.5% 97 51.6% 105
$ 2,284 General Entertainment: Primetime 28
$ 255
$ 30.5% 104 53.1% 108
$ 761 Sports: Daytime 20
$ 182
$ 29.9% 102 57.6% 117
$ 761 Sports: Primetime 45
$ 409
$ 28.6% 97 54.6% 111
$ 761 Lifestyle/Info-tainment: Daytime 14
$ 127
$ 31.6% 107 56.1% 114
$ 1,523 Lifestyle/Info-tainment: Primetime 26
$ 236
$ 29.6% 101 58.0% 118
$ 1,523 Other/Niche/Education: Daytime 16
$ 145
$ 26.2% 89 57.1% 116
$ 761 Other/Niche/Education: Primetime 31
$ 282
$ 25.5% 87 62.6% 128
$ 129,442 Satellite Dish Viewing: All Day Rotator 8
$ 73
$ 27.0% 92 54.6% 111
Media Vehicles and Allocation Media Characteristics
47. 47
Bearcat
Consulting
Appendix AC: Main Strategy Television Impressions and Conversions
Commentary
Allocation of
$1,000,000
Budget
Type of Media Purchased
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Conversion
Rate
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
$ 400,000 TELEVISION (:30) 32,255,425 8,614,795 18,461,666 11.00% 3,548,097 947,627 2,030,783
$ 232,516 Combined Broadcast Television Networks (by daypart) 14,591,800 3,943,046 8,807,046 11.00% 1,605,098 433,735 968,775
$ 7,652 Early Morning (5a-9a) 765,161 209,654 507,302 11.00% 84,168 23,062 55,803 Conversion rate from MediaPost
$ 17,484 Daytime (9a-3p) 2,497,711 669,387 1,553,576 11.00% 274,748 73,633 170,893 Conversion rate from MediaPost
$ 26,852 Early Fringe (3p-5p) 3,356,468 899,534 2,030,663 11.00% 369,212 98,949 223,373 Conversion rate from MediaPost
$ 39,140 Early News (5p-7p) 2,446,240 640,915 1,431,050 11.00% 269,086 70,501 157,416 Conversion rate from MediaPost
$ 57,003 Prime Access (7p-8p) 2,850,154 815,144 1,670,190 11.00% 313,517 89,666 183,721 Conversion rate from MediaPost
$ 57,420 Primetime (8p-11p) 1,640,579 451,159 971,223 11.00% 180,464 49,628 106,834 Conversion rate from MediaPost
$ 19,229 Late News (11p-1130p) 519,691 120,568 323,248 11.00% 57,166 13,263 35,557 Conversion rate from MediaPost
$ 7,737 Late Fringe (1130p-1a) 515,796 136,686 319,794 11.00% 56,738 15,035 35,177 Conversion rate from MediaPost
$ - Local Broadcast TV Sports - weekend - - - 11.00% - - - Conversion rate from MediaPost
$ 17,484 Spanish Language Broadcast Television 699,359 81,126 351,078 11.00% 76,929 8,924 38,619
$ - Early Morning - - - 11.00% - - - Conversion rate from MediaPost
$ 17,484 Daytime 699,359 81,126 351,078 11.00% 76,929 8,924 38,619 Conversion rate from MediaPost
$ - Early News - - - 11.00% - - - Conversion rate from MediaPost
$ - Late News - - - 11.00% - - - Conversion rate from MediaPost
$ - Primetime - - - 11.00% - - - Conversion rate from MediaPost
$ 150,000 Combined Cable Network Groups 16,964,267 4,590,623 9,303,542 11.00% 1,866,069 504,968 1,023,390
$ 3,807 News: Daytime 152,284 42,944 101,269 11.00% 16,751 4,724 11,140 Conversion rate from MediaPost
$ 5,330 News: Primetime 106,599 31,873 68,437 11.00% 11,726 3,506 7,528 Conversion rate from MediaPost
$ 761 Arts/Culture/History: Daytime 50,761 11,421 31,269 11.00% 5,584 1,256 3,440 Conversion rate from MediaPost
$ 1,523 Arts/Culture/History: Primetime 50,761 13,401 31,421 11.00% 5,584 1,474 3,456 Conversion rate from MediaPost
$ 761 General Entertainment: Daytime 54,387 15,500 28,064 11.00% 5,983 1,705 3,087 Conversion rate from MediaPost
$ 2,284 General Entertainment: Primetime 81,581 24,882 43,319 11.00% 8,974 2,737 4,765 Conversion rate from MediaPost
$ 761 Sports: Daytime 38,071 11,383 21,929 11.00% 4,188 1,252 2,412 Conversion rate from MediaPost
$ 761 Sports: Primetime 16,920 4,839 9,239 11.00% 1,861 532 1,016 Conversion rate from MediaPost
$ 761 Lifestyle/Info-tainment: Daytime 54,387 17,186 30,511 11.00% 5,983 1,891 3,356 Conversion rate from MediaPost
$ 1,523 Lifestyle/Info-tainment: Primetime 58,571 17,337 33,971 11.00% 6,443 1,907 3,737 Conversion rate from MediaPost
$ 1,523 Other/Niche/Education: Daytime 95,178 24,937 54,346 11.00% 10,470 2,743 5,978 Conversion rate from MediaPost
$ 761 Other/Niche/Education: Primetime 24,562 6,263 15,376 11.00% 2,702 689 1,691 Conversion rate from MediaPost
$ 129,442 Satellite Dish Viewing: All Day Rotator 16,180,203 4,368,655 8,834,391 11.00% 1,779,822 480,552 971,783 Conversion rate from MediaPost
Total Conversions
Media Vehicles and Allocation Total Impressions
48. 48
Bearcat
Consulting
Appendix AD: Main Strategy Print, Digital, and Buffer Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ 200,000 PRINT 58
$ 139
$
$ 200,000 Full Page B&W Ad 58
$ 139
$
$ 64,275 Bay Side Chronicle - Monday-Friday 65
$ 155
$ 30.6% 104 65.8% 134
$ 69,059 Bay Side Chronicle - Sunday 70
$ 167
$ 29.9% 102 65.9% 134
$ - Bay Side Chronicle - Sun 4-6 page, full-color magazine insert 125
$ -
$ 29.9% 102 65.9% 134
$ 66,667 Other Local Bay Side Newspapers 46
$ 110
$ 29.7% 101 65.1% 133
$ - Bay Side Magazine 75
$ -
$ 39.1% 133 57.3% 117
$ 350,000 DIGITAL ADVERTISING 18
$ 553
$
$ 156,341 Display 13
$ 1,279
$
$ 34,632 Local Bay Side Media Websites 14
$ 1,400
$ 33.6% 114 48.8% 99
$ 17,579 National News Websites (geotargeting Bay Side users) 12
$ 1,200
$ 35.0% 119 53.1% 108
$ 8,643 National/Local Sports Websites 16
$ 1,600
$ 37.4% 127 48.9% 100
$ 27,157 Programmatic: comScore top 1,000 sites 8
$ 800
$ 32.3% 110 49.3% 101
$ 49,992 Mobile (impressions purchased per website) 16
$ 1,600
$ 31.1% 106 47.1% 96
$ 18,338 Facebook: Display 15
$ 1,500
$ 30.8% 105 45.3% 92
$ 193,659 Pre-Roll Video (:15 or :30 second ad) 26
$ 1,463
$
$ 34,632 Local Bay Side Media Websites 28
$ 1,556
$ 33.6% 114 48.8% 99
$ 17,579 National News Websites (geotargeting Bay Side users) 28
$ 1,556
$ 35.0% 119 53.1% 108
$ 8,643 National/Local Sports Websites 30
$ 1,667
$ 37.4% 127 48.9% 100
$ 49,992 Mobile (impressions purchased per website) 25
$ 1,389
$ 31.1% 106 47.1% 96
$ 27,157 Programmatic: comScore top 1,000 sites 20
$ 1,111
$ 32.3% 110 49.3% 101
$ 13,900 OTT (Hulu, Sling, Amazon, etc.) 42
$ 2,333
$ 37.1% 126 48.9% 100
$ 15,768 YouTube: Streaming and Pre-Roll 23
$ 1,278
$ 32.3% 110 44.9% 92
$ 7,943 Live Streaming TV (free) 35
$ 1,944
$ 29.5% 101 47.0% 96
$ 18,046 Digital Radio (Pandora, iHeart, Spotify) 30
$ 1,667
$ 36.7% 125 44.4% 90
$ - Social Media -
$ -
$
$ - Facebook ($2 average cost per action) n/a -
$ 30.8% 105 45.3% 92
$ - Facebook: Video 23
$ -
$ 30.8% 105 45.3% 92
$ - Twitter: Promoted Tweets ($5,000/month) n/a -
$ 39.8% 135 52.3% 107
$ - Facebook, Instagram, SnapChat, Twitter ($2 cost per action) n/a -
$ 30.5% 104 44.7% 91
$ - Follow/Like on Facebook - Politicians/Political Campaigns ($2 cost per action) n/a -
$ 44.2% 151 56.2% 114
$ - Follow/Like on Facebook - Any Short-Term Rental Company ($2 cost per action) n/a -
$ 43.4% 148 51.2% 104
$ - Search -
$ -
$
$ - Google, Yahoo!, Bing ($3.25 average CPC; geotargeted) n/a -
$ 30.0% 102 48.2% 98
$ 50,000 PLANNED BUFFER -
$ -
$
$ 50,000 Reserve Budget -
$ -
$ - - - -
Media Vehicles and Allocation Media Characteristics
49. 49
Bearcat
Consulting
Appendix AE: Main Strategy Print, Digital, and Buffer Costs
Allocation of
$1,000,000
Budget
Type of Media Purchased
Media Vehicle as a
% of Total Short-
Term Rentals
Supporter
Impressions
Media Vehicle as a
% of Total High
Turnout Voter
Impressions
Media Vehicle as
Percent of Total
Budget
Cost Per 1,000
Short-Term
Rentals Supporter
Impressions
Cost Per 1,000
High Turnout
Voter Impressions
Cost Per 1,000
Short-Term
Rentals Supporter
Conversions
Cost Per 1,000
High Turnout
Voter Conversions
$ 200,000 PRINT 6.40% 7.43% 20.00% 195
$ 89
$ 463
$ 212
$
$ 200,000 Full Page B&W Ad 6.40% 7.43% 20.00% 195
$ 89
$ 463
$ 212
$
$ 64,275 Bay Side Chronicle - Monday-Friday 1.88% 2.16% 6.43% 212
$ 99
$ 506
$ 235
$
$ 69,059 Bay Side Chronicle - Sunday 1.84% 2.15% 6.91% 234
$ 106
$ 557
$ 253
$
$ - Bay Side Chronicle - Sun 4-6 page, full-color magazine insert 0% 0% 0% - - - -
$ 66,667 Other Local Bay Side Newspapers 2.68% 3.13% 6.67% 155
$ 71
$ 369
$ 168
$
$ - Bay Side Magazine 0% 0% 0% - - - -
$ 350,000 DIGITAL ADVERTISING 39.99% 31.41% 35.00% 54
$ 37
$ 1,684
$ 1,141
$
$ 156,341 Display 24.83% 19.70% 15.63% 39
$ 26
$ 3,918
$ 2,628
$
$ 34,632 Local Bay Side Media Websites 5.17% 4.00% 3.46% 42
$ 29
$ 4,167
$ 2,869
$
$ 17,579 National News Websites (geotargeting Bay Side users) 3.19% 2.58% 1.76% 34
$ 23
$ 3,429
$ 2,260
$
$ 8,643 National/Local Sports Websites 1.26% 0.88% 0.86% 43
$ 33
$ 4,278
$ 3,272
$
$ 27,157 Programmatic: comScore top 1,000 sites 6.82% 5.54% 2.72% 25
$ 16
$ 2,477
$ 1,623
$
$ 49,992 Mobile (impressions purchased per website) 6.05% 4.88% 5.00% 51
$ 34
$ 5,145
$ 3,397
$
$ 18,338 Facebook: Display 2.34% 1.83% 1.83% 49
$ 33
$ 4,870
$ 3,311
$
$ 193,659 Pre-Roll Video (:15 or :30 second ad) 15.16% 11.70% 19.37% 80
$ 55
$ 4,418
$ 3,046
$
$ 34,632 Local Bay Side Media Websites 2.59% 2.00% 3.46% 83
$ 57
$ 4,630
$ 3,188
$
$ 17,579 National News Websites (geotargeting Bay Side users) 1.37% 1.10% 1.76% 80
$ 53
$ 4,444
$ 2,929
$
$ 8,643 National/Local Sports Websites 0.67% 0.47% 0.86% 80
$ 61
$ 4,456
$ 3,408
$
$ 49,992 Mobile (impressions purchased per website) 3.87% 3.12% 5.00% 80
$ 53
$ 4,466
$ 2,949
$
$ 27,157 Programmatic: comScore top 1,000 sites 2.73% 2.22% 2.72% 62
$ 41
$ 3,440
$ 2,254
$
$ 13,900 OTT (Hulu, Sling, Amazon, etc.) 0.76% 0.54% 1.39% 113
$ 86
$ 6,289
$ 4,772
$
$ 15,768 YouTube: Streaming and Pre-Roll 1.38% 1.02% 1.58% 71
$ 51
$ 3,956
$ 2,846
$
$ 7,943 Live Streaming TV (free) 0.42% 0.35% 0.79% 119
$ 74
$ 6,591
$ 4,137
$
$ 18,046 Digital Radio (Pandora, iHeart, Spotify) 1.37% 0.88% 1.80% 82
$ 68
$ 4,541
$ 3,754
$
$ - Social Media 0% 0% 0% - - - -
$ - Facebook ($2 average cost per action) 0% 0% 0% - - - -
$ - Facebook: Video 0% 0% 0% - - - -
$ - Twitter: Promoted Tweets ($5,000/month) 0% 0% 0% - - - -
$ - Facebook, Instagram, SnapChat, Twitter ($2 cost per action) 0% 0% 0% - - - -
$ - Follow/Like on Facebook - Politicians/Political Campaigns ($2 cost per action) 0% 0% 0% - - - -
$ - Follow/Like on Facebook - Any Short-Term Rental Company ($2 cost per action) 0% 0% 0% - - - -
$ - Search 0% 0% 0% - - - -
$ - Google, Yahoo!, Bing ($3.25 average CPC; geotargeted) 0% 0% 0% - - - -
$ 50,000 PLANNED BUFFER - - 5.00% - - - -
$ 50,000 Reserve Budget - - 5.00% - - - -
Media Vehicles and Allocation Media Mix and Costs
50. 50
Bearcat
Consulting
Appendix AF: Main Strategy Print, Digital, and Buffer Impressions and
Conversions
Commentary
Allocation of
$1,000,000
Budget
Type of Media Purchased
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Conversion
Rate
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
$ 200,000 PRINT 3,424,669 1,027,999 2,244,274 42.00% 1,438,361 431,760 942,595
$ 200,000 Full Page B&W Ad 3,424,669 1,027,999 2,244,274 42.00% 1,438,361 431,760 942,595
$ 64,275 Bay Side Chronicle - Monday-Friday 988,841 302,585 650,657 42.00% 415,313 127,086 273,276 Conversion rate from The Print Observer
$ 69,059 Bay Side Chronicle - Sunday 986,553 294,979 650,138 42.00% 414,352 123,891 273,058 Conversion rate from The Print Observer
$ - Bay Side Chronicle - Sun 4-6 page, full-color magazine insert - - - 42.00% - - - Conversion rate from The Print Observer
$ 66,667 Other Local Bay Side Newspapers 1,449,275 430,435 943,478 42.00% 608,696 180,783 396,261 Conversion rate from The Print Observer
$ - Bay Side Magazine - - - 42.00% - - - Conversion rate from The Print Observer
$ 350,000 DIGITAL ADVERTISING 19,575,718 6,426,113 9,480,669 3.23% 633,111 207,831 306,621
$ 156,341 Display 12,220,438 3,990,631 5,948,173 1.00% 122,204 39,906 59,482
$ 34,632 Local Bay Side Media Websites 2,473,719 831,170 1,207,175 1.00% 24,737 8,312 12,072 Conversion rate from Search Engine Journal
$ 17,579 National News Websites (geotargeting Bay Side users) 1,464,903 512,716 777,864 1.00% 14,649 5,127 7,779 Conversion rate from Search Engine Journal
$ 8,643 National/Local Sports Websites 540,214 202,040 264,164 1.00% 5,402 2,020 2,642 Conversion rate from Search Engine Journal
$ 27,157 Programmatic: comScore top 1,000 sites 3,394,585 1,096,451 1,673,531 1.00% 33,946 10,965 16,735 Conversion rate from Search Engine Journal
$ 49,992 Mobile (impressions purchased per website) 3,124,479 971,713 1,471,629 1.00% 31,245 9,717 14,716 Conversion rate from Search Engine Journal
$ 18,338 Facebook: Display 1,222,537 376,542 553,809 1.00% 12,225 3,765 5,538 Conversion rate from Search Engine Journal
$ 193,659 Pre-Roll Video (:15 or :30 second ad) 7,355,280 2,435,482 3,532,497 1.80% 132,395 43,839 63,585
$ 34,632 Local Bay Side Media Websites 1,236,860 415,585 603,588 1.80% 22,263 7,481 10,865 Conversion rate from Invesp
$ 17,579 National News Websites (geotargeting Bay Side users) 627,816 219,736 333,370 1.80% 11,301 3,955 6,001 Conversion rate from Invesp
$ 8,643 National/Local Sports Websites 288,114 107,755 140,888 1.80% 5,186 1,940 2,536 Conversion rate from Invesp
$ 49,992 Mobile (impressions purchased per website) 1,999,666 621,896 941,843 1.80% 35,994 11,194 16,953 Conversion rate from Invesp
$ 27,157 Programmatic: comScore top 1,000 sites 1,357,834 438,580 669,412 1.80% 24,441 7,894 12,049 Conversion rate from Invesp
$ 13,900 OTT (Hulu, Sling, Amazon, etc.) 330,942 122,779 161,830 1.80% 5,957 2,210 2,913 Conversion rate from Invesp
$ 15,768 YouTube: Streaming and Pre-Roll 685,582 221,443 307,827 1.80% 12,340 3,986 5,541 Conversion rate from Invesp
$ 7,943 Live Streaming TV (free) 226,931 66,945 106,658 1.80% 4,085 1,205 1,920 Conversion rate from Invesp
$ 18,046 Digital Radio (Pandora, iHeart, Spotify) 601,535 220,763 267,082 1.80% 10,828 3,974 4,807 Conversion rate from Invesp
$ - Social Media - - - 6.39% - - -
$ - Facebook ($2 average cost per action) - - - 9.21% - - - Conversion rate from WebFX
$ - Facebook: Video - - - 9.21% - - - Conversion rate from WebFX
$ - Twitter: Promoted Tweets ($5,000/month) - - - 0.77% - - - Conversion rate from Shopify
$ - Facebook, Instagram, SnapChat, Twitter ($2 cost per action) - - - 0.71% - - - Conversion rate from Adweek
$ - Follow/Like on Facebook - Politicians/Political Campaigns ($2 cost per action) - - - 9.21% - - - Conversion rate from WebFX
$ - Follow/Like on Facebook - Any Short-Term Rental Company ($2 cost per action) - - - 9.21% - - - Conversion rate from WebFX
$ - Search - - - 3.75% - - -
$ - Google, Yahoo!, Bing ($3.25 average CPC; geotargeted) - - - 3.75% - - - Conversion rate from Search Engine Journal
$ 50,000 PLANNED BUFFER - - - - - - -
$ 50,000 Reserve Budget - - - - - - -
Media Vehicles and Allocation Total Impressions Total Conversions
51. 51
Bearcat
Consulting
Appendix AG: Main Strategy Unused Media Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ - RADIO (:60) -
$ -
$
$ - Combined Radio Formats (Drivetime/Daytime) 127
$ -
$
$ - Newstalk 13
$ -
$ 33.7% 115 61.8% 126
$ - Rock 22
$ -
$ 31.2% 106 48.1% 98
$ - Country 20
$ -
$ 27.9% 95 47.5% 97
$ - Spanish Music 37
$ -
$ 14.9% 51 36.9% 75
$ - Sports 25
$ -
$ 32.5% 111 56.0% 114
$ - Satellite Radio 10
$ -
$ 38.0% 129 55.8% 114
$ - PUBLIC BROADCASTING UNDERWRITING -
$ -
$
$ - PBS non-political underwriting announcement 49
$ -
$ 30.0% 102 64.6% 132
$ - NPR non-political underwriting announcement 35
$ 41.2% 140 60.8% 124
$ - OUTDOOR -
$ -
$
$ - Digital Signage/Display and traditional highway billboards 5
$ -
$ 34.7% 118 48.1% 98
Transit Ads (Buses, Metro Stops, etc.) 3
$ -
$ 29.0% 99 51.1% 104
$ - THEATER -
$ -
$
$ - Movie Theater ads (:60s video format) 55
$ -
$ 33.7% 115 50.9% 104
Media Vehicles and Allocation Media Characteristics
52. 52
Bearcat
Consulting
Appendix AH: Main Strategy Unused Media Costs
Allocation of
$1,000,000
Budget
Type of Media Purchased
Media Vehicle as a
% of Total Short-
Term Rentals
Supporter
Impressions
Media Vehicle as a
% of Total High
Turnout Voter
Impressions
Media Vehicle as
Percent of Total
Budget
Cost Per 1,000
Short-Term
Rentals Supporter
Impressions
Cost Per 1,000
High Turnout
Voter Impressions
Cost Per 1,000
Short-Term
Rentals Supporter
Conversions
Cost Per 1,000
High Turnout
Voter Conversions
$ - RADIO (:60) 0% 0% 0% - - - -
$ - Combined Radio Formats (Drivetime/Daytime) 0% 0% 0% - - - -
$ - Newstalk 0% 0% 0% - - - -
$ - Rock 0% 0% 0% - - - -
$ - Country 0% 0% 0% - - - -
$ - Spanish Music 0% 0% 0% - - - -
$ - Sports 0% 0% 0% - - - -
$ - Satellite Radio 0% 0% 0% - - - -
$ - PUBLIC BROADCASTING UNDERWRITING 0% 0% 0% - - - -
$ - PBS non-political underwriting announcement 0% 0% 0% - - - -
$ - NPR non-political underwriting announcement 0% 0% 0% - - - -
$ - OUTDOOR 0% 0% 0% - - - -
$ - Digital Signage/Display and traditional highway billboards 0% 0% 0% - - - -
Transit Ads (Buses, Metro Stops, etc.) 0% 0% 0% - - - -
$ - THEATER 0% 0% 0% - - - -
$ - Movie Theater ads (:60s video format) 0% 0% 0% - - - -
Media Vehicles and Allocation Media Mix and Costs
53. 53
Bearcat
Consulting
Appendix AI: Main Strategy Unused Media Impressions and
Conversions
Commentary
Allocation of
$1,000,000
Budget
Type of Media Purchased
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Conversion
Rate
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
$ - RADIO (:60) - - - 16.00% - - -
$ - Combined Radio Formats (Drivetime/Daytime) - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Newstalk - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Rock - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Country - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Spanish Music - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Sports - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - Satellite Radio - - - 16.00% - - - Conversion rate from Leighton Broadcasting
$ - PUBLIC BROADCASTING UNDERWRITING - - - 11.00% - - -
$ - PBS non-political underwriting announcement - - - 11.00% - - - Conversion rate from MediaPost
$ - NPR non-political underwriting announcement - - - 11.00% - - - Conversion rate from MediaPost
$ - OUTDOOR - - - 26.00% - - -
$ - Digital Signage/Display and traditional highway billboards - - - 26.00% - - - Conversion rate from 75 Media
Transit Ads (Buses, Metro Stops, etc.) - - - 26.00% - - - Conversion rate from 75 Media
$ - THEATER - - - 47.50% - - -
$ - Movie Theater ads (:60s video format) - - - 47.50% - - - Conversion rate from Gruvi
Total Conversions
Media Vehicles and Allocation Total Impressions
54. 54
Bearcat
Consulting
Appendix AJ: Main Strategy Breakdown Over Time
There is a steady growth in conversions week over week, but
most conversions will come from the first half of the campaign
There is a steady growth in impressions week over week, but
most impressions will come from the first half of the campaign
The budget is fairly evenly spread across all weeks
55. 55
Bearcat
Consulting
Appendix AK: Backup Strategy Overview
Strategy Impacts Results
At least 4 of the 9 city council members will
advocate for the 5-Star Law to remain as is
92.4M
Impressions
from High
Turnout Voters
$1,000,000
Total
Budget
GRPs
from High
Turnout Voters
2,963
Efficiency Gain
from High
Turnout Voters
106%
Conversions
from High
Turnout Voters
3.9M
56. 56
Bearcat
Consulting
Appendix AL: Backup Strategy Flighting Plan
$6,121
$27,974
$21,481
$31,312
$45,602
$45,936
$15,383
$6,190
$6,091
$1,523
$2,030
$1,015
$1,523
$1,523
$86,294
Daytime (9a-3p) : English/Spanish
Early Fringe (3p-5p)
Early News (5p-7p)
Prime Access (7p-8p)
Primetime (8p-11p)
Late News (11p-1130p)
Late Fringe (1130p-1a)
News: Daytime/Primetime
Arts/Culture/History: Daytime/Primetime
General Entertainment: Daytime/Primetime
Sports: Daytime/Primetime
Lifestyle/Info-tainment: Daytime/Primetime
Other/Niche/Education: Daytime/Primetime
Satellite Dish Viewing: All Day Rotator
Bay Side Chronicle: Daily/Sunday
and Other Local Bay Side Newspapers
Early Morning (5a-9a)
$200,000
Media Vehicle
Negotiations
with
Media
Companies
$450,000
Transit Ads (Buses, Metro Stops, etc.)
March 17th – April 16th April 17th – May 16th May 17th – June 16th June 17th – July 17th
$100,000
Legend
= Television (:30)
= Print
= Digital Advertising
= Evaluation Checkpoint
$250,584 spent for
21,474,075 impressions
and 4,800,793 conversions
with high turnout voters
$575,181 spent for
49,537,348 impressions
and 11,139,280 conversions
with high turnout voters
$762,590 spent for
70,980,241 impressions
and 16,749,525 conversions
with high turnout voters
$950,000 spent for
92,423,134 impressions
and 22,359,770 conversions
with high turnout voters
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
57. 57
Bearcat
Consulting
Appendix AM: Backup Strategy KPIs
Cost per 1,000 Impressions Number of Impressions
$11
Cost per 1,000
Impressions
from High
Turnout Voters
$6
CPM from
adults 18+
$20
CPM from
short-term rental
supporters
$220 CPM from high turnout voters
$6 CPM from high turnout voters
$89 CPM from high turnout voters
92.4M
Overall
Impressions
from High
Turnout Voters
176.9M
impressions
from adults 18+
50.8M
impressions from
short-term rental
supporters
13.5M impressions from high turnout voters
76.7M impressions from high turnout voters
2.24M impressions from high turnout voters
Gross Rating Points
Cost per Conversion
$252
Cost per 1,000
Conversions
from High
Turnout Voters
$142
CPC from
adults 18+
$502
CPC from
short-term rental
supporters
$202 CPC from high turnout voters
$294 CPC from high turnout voters
$212 CPC from high turnout voters
2,784
Gross Rating
Points from
Adults 18+
2,963
Gross Rating
Points from
High Turnout
Voters
106.43% Efficiency Gain
59. 59
Bearcat
Consulting
Appendix AO: Backup Strategy Model Summary
6,357,599 Central Coast Adult Population
1,867,411 Short-Term Rental Supporter Target Population
3,119,670 High Turnout Voter Target Population
Population Metrics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ 1,000,000 TOTAL 6
$ 142
$ 29.4% 100 49.1% 100
Media Vehicles and Allocation Media Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Media Vehicle as a
% of Total Short-
Term Rentals
Supporter
Impressions
Media Vehicle as a
% of Total High
Turnout Voter
Impressions
Media Vehicle as
Percent of Total
Budget
Cost Per 1,000
Short-Term
Rentals Supporter
Impressions
Cost Per 1,000
High Turnout
Voter Impressions
Cost Per 1,000
Short-Term
Rentals Supporter
Conversions
Cost Per 1,000
High Turnout
Voter Conversions
$ 1,000,000 TOTAL 100.00% 100.00% 100.00% 20
$ 11
$ 502
$ 252
$
Media Vehicles and Allocation Media Mix and Costs
Allocation of
$1,000,000
Budget
Type of Media Purchased
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
Conversion
Rate
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
$ 1,000,000 TOTAL 176,967,107 50,807,752 92,423,134 19.0% 7,028,029 1,992,533 3,963,770
Total Conversions
Total Impressions
Media Vehicles and Allocation
Estimated
Impressions with
Adults 18+
Estimated
Impressions with
Short-Term
Rentals Supporters
Estimated
Impressions with
High Turnout
Voters
6,357,599 1,867,411 3,119,670
2783.55% 2720.76% 2962.59%
2,784 2,721 2,963
Total Populations
Impressions as a Percent of Populations
Total Impressions
Gross Ratings Points
Estimated
Conversions with
Adults 18+
Estimated
Conversions with
Short-Term
Rentals Supporters
Estimated
Conversions with
High Turnout
Voters
6,357,599 1,867,411 3,119,670
676.80% 665.76% 716.74%
Total Conversions
Total Populations
Conversions as a Percent of Populations
60. 60
Bearcat
Consulting
Appendix AP: Backup Strategy Television Characteristics
Allocation of
$1,000,000
Budget
Type of Media Purchased
Average Planning
Costs per 1,000
Adult 18+
Impressions
(CPM)
Average Planning
Costs per 1,000
Adult 18+
Conversions (CPC)
Percent of Media
Audience who are
also Short-Term
Rentals Supporters
Short-Term
Rentals
Supporters
Index
Percent of Media
Audience who are
also High Turnout
Voters
Local
Voting
Index
$ 300,000 TELEVISION (:30) 13
$ 116
$
$ 186,013 Combined Broadcast Television Networks (by daypart) 16
$ 145
$
$ 6,121 Early Morning (5a-9a) 10
$ 91
$ 27.4% 93 66.3% 135
$ 13,987 Daytime (9a-3p) 7
$ 64
$ 26.8% 91 62.2% 127
$ 21,481 Early Fringe (3p-5p) 8
$ 73
$ 26.8% 91 60.5% 123
$ 31,312 Early News (5p-7p) 16
$ 145
$ 26.2% 89 58.5% 119
$ 45,602 Prime Access (7p-8p) 20
$ 182
$ 28.6% 97 58.6% 119
$ 45,936 Primetime (8p-11p) 35
$ 318
$ 27.5% 94 59.2% 121
$ 15,383 Late News (11p-1130p) 37
$ 336
$ 23.2% 79 62.2% 127
$ 6,190 Late Fringe (1130p-1a) 15
$ 136
$ 26.5% 90 62.0% 126
$ - Local Broadcast TV Sports - weekend 33
$ -
$ 32.0% 109 54.1% 110
$ 13,987 Spanish Language Broadcast Television 25
$ 227
$
$ - Early Morning 33
$ -
$ 11.6% 40 41.4% 84
$ 13,987 Daytime 25
$ 227
$ 11.6% 40 50.2% 102
$ - Early News 38
$ -
$ 10.5% 36 40.8% 83
$ - Late News 45
$ -
$ 14.3% 49 39.5% 81
$ - Primetime 62
$ -
$ 13.4% 46 43.8% 89
$ 100,000 Combined Cable Network Groups 9
$ 80
$
$ 2,538 News: Daytime 25
$ 227
$ 28.2% 96 66.5% 135
$ 3,553 News: Primetime 50
$ 455
$ 29.9% 102 64.2% 131
$ 508 Arts/Culture/History: Daytime 15
$ 136
$ 22.5% 76 61.6% 126
$ 1,015 Arts/Culture/History: Primetime 30
$ 273
$ 26.4% 90 61.9% 126
$ 508 General Entertainment: Daytime 14
$ 127
$ 28.5% 97 51.6% 105
$ 1,523 General Entertainment: Primetime 28
$ 255
$ 30.5% 104 53.1% 108
$ 508 Sports: Daytime 20
$ 182
$ 29.9% 102 57.6% 117
$ 508 Sports: Primetime 45
$ 409
$ 28.6% 97 54.6% 111
$ 508 Lifestyle/Info-tainment: Daytime 14
$ 127
$ 31.6% 107 56.1% 114
$ 1,015 Lifestyle/Info-tainment: Primetime 26
$ 236
$ 29.6% 101 58.0% 118
$ 1,015 Other/Niche/Education: Daytime 16
$ 145
$ 26.2% 89 57.1% 116
$ 508 Other/Niche/Education: Primetime 31
$ 282
$ 25.5% 87 62.6% 128
$ 86,294 Satellite Dish Viewing: All Day Rotator 8
$ 73
$ 27.0% 92 54.6% 111
Media Vehicles and Allocation Media Characteristics
