2. Overview
• MTA Licensing Program
– Branded apparel, accessories,
collectibles, and more
– Established in 1993
– Over 75 licensees
making and selling products
– Over $3 million in sales annually
• Want to continue to build awareness and sales
– Marketing budget funded by a percentage of sales
– Ad campaigns needed
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3. The Process
• Develop a Creative Brief
– Objectives, Strategy, Tactics, Target Audience, and
Key Copy Points
• Research media to reach the Target Audience
• Develop a media plan and budget
• Research and select images to feature
• Write the copy
• Work with designers to create an ad
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4. The Process
• The MTA Ad Campaign
– Running in The Licensing Book to promote the MTA licensing
program.
• The campaign will include a series of ads the
MTA can continue to use.
– In addition there will be a web banner ad running on
The Licensing Book’s website and other sites to reach the
licensing community.
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5. Creative Brief
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• Who are we speaking to?
• What do they think?
• What do we want them to think?
• What is our Budget?
• What type of Media?
• What is the Objective?
• What is our Strategy?
• What are the Proof Points?
6. Creative Brief
Who are we speaking to?
We are communicating with the manufacturers
to set and asses a campaign for the marketing
and intellectual property of the MTA.
What do they think?
They do not seem to know or understand that
there are licensing laws and regulations for the
MTA.
What do we want them to think?
We would like to stress the importance of an
extremely beneficial business opportunity with
the MTA using its intellectual property. We
would also like to give a reminder that the
licensing guidelines must be followed.
Budget:
$40,000 and growing
Media:
Print- using the transportation systems
Online- using the MTA official website and social
media pages
Objective:
Create awareness of MTA intellectual property
and advise manufacturers of the business
opportunity in working with the MTA.
Strategy:
Contacting manufacturers and companies and
making them aware of the MTA’s intellectual
property.
Proof Points:
•The MTA licensing website. MTA.info/licensing
•The licensing program has been running for
over 20 years both in NY and internationally
•The MTA has over 5million customers daily
interacting with the brand.
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7. Selected Media
• The Licensing Book
• Full Page $4,500
• ½ Page $3,000
• 2 pg. spread $6,750
• Spread ad in both spring &
summer issues $12,000
• License Global Magazine
• Full Page $5,105
• May Spread $5,300
• June Spread $6,800
• Package Deal: 2 pg. spread ad in
May and 1 pg. spread in June
issues $10,000
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8. A business that has quadrupled in just
the last 5 years, and is expanding to
international markets. And a brand that is
part of the fabric of New York City. With
icons recognized by 8.5 million
customers riding our subways, buses,
and trains every day. We are the
Metropolitan Transportation Authority, the
largest transportation system in North
America, and we’re looking for new
licensing partners.
Don’t let this train leave the station
without you!
Contact our exclusive agent, Moxie &
Company, at 203-259-2729 or visit us on
the web at MTA.info/licensing.
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First Draft
Be a part of a brand
opportunity that has
been around for more
than 100 years.
17. Early Results
• Print ad appeared in the May 5 issue of The
Licensing Book
• Web banner ad also began running May 5
• As of today:
– 200% increase in visits to web site in first week
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