This document outlines an advertising campaign for News21, a digital journalism website. It includes a situation analysis of the market and competition, as well as a target group analysis and recommendations for creative and media strategies. The proposed strategies include mini stories placed across websites and campuses, videos on YouTube, and a working media plan focusing on internet and on-campus advertising with a contingency plan for increased spending.
10. Target Group
Age Group: 1829
Gender: Male and Female
Education: Students (Graduate & Undergraduate) and College Graduates
Psychographics
Some of the personality traits of this target group are:
adventurous, daring, absent minded, careless, authoritarian,
demanding, aggressive, self centered, stubborn, and headstrong.
Leisure Activities
• They visit Theme Parks, State Fairs and Zoos
• They go to the movies
• They attend comedy clubs and concerts regularly
• They go to night clubs/bars regularly
• They listen to music and enjoy playing musical instruments
• They regularly play video games
Sources: Alexa.com; Simmons, 2005
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12. Consumer Insights
Common Threads based on survey:
•Respondents tended to read or watch news
between 8am-6pm “If it affects me, people I know,
•Popular news venues included Associated or places I am familiar with, then
Press, CNBC, CNN, NBC, NY Times, and I’ll take a look at it.” -Aaron
AOL feature stories
•Few respondents paid or subscribed to news
online
“I like to share stories with my friends when “There are too many news channels out there,
the stories are very funny, it makes me smile so I tend to check out sites who updates
and feel better.” -Fang constantly and often post breaking news.” ~
Yvonne
“I like my news short and to the point. I absolutely
hate stories that carry on for more than 2 pages
(online).” -Caitlin
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19. II. Media Execution: National
Energy Conservation Northern Carolina
On Campus
Based on the story “Keeping the lights on”
PR: The Big Idea ‐ "Lights Out"
Where: A power outage would take place on
Northern Carolina's campus in high trafJic areas
such as the campus student center, dining halls
across all dormitories, or a heavily populated
academic building.
Time: The power outage would last for 60‐120 seconds
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20. II. Media Execution: National
Energy Conservation:
Northern Carolina
Internet Execution
Based on the story “Keeping the lights on”
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21. II. Media Execution: National
Youth and Wireless Syracuse University
Guerilla Marketing & Internet: The Big Idea ‐ "Big Talker"
What: A News21 student representative will be dressed as a giant cell phone and will be
speaking and passing out Jlyers promoting News21 and SU’s “Youth and Wireless” story.
Character Description: The “Cell Phone Dude” is likeable,
although intrusive and somewhat obnoxious . Humorous
videos of his disruptions across campus and the local
community will be posted to YouTube and will be
advertised on the Jlyers as well.
Where: The student center and outdoors on the campus quad
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23. III. Media Scheduling
Flighting Media Plan:
• The campaign will be a one year long campaign that starts from summer
(June‐August) till the fall semester (September‐November)
• The reason we chose summer and the fall semester instead of the spring
semester is based on the site's content updates scheduling.
• The ads will basically run between the months of September‐ mid
December, and June to August.
Geographies:
• The only difference between promoting News 21 and USC is that we are
aiming News21 nationally and USC locally.
• Times: Here are two time periods in the day when our target group
spends a lot of time online. These time periods are 1p.m.– 5p.m. and 10p.m.–
3a.m. We can target our ads in these time periods.
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25. IV. Reach & Frequency
Frequency
‐ Based on Dr. Herbert Krugman’s benchmark “three plus” theory
‐ Frequency capping
‐ 3 exposures per individual
Reach
‐ Because frequency is fairly low, we expect a high reach. The media
vehicles have been strategically chosen have high a viewership/
readership to extend reach
‐ We predict a 75% reach
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26. V. Budget Allocations
• The Budget is divided into two phases, based on the months we are
advertising. Phase I comprises the Summer Semester, and Phase II comprises
the Fall Semester.
• The “On Campus” includes both PR and Guerilla Marketing
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28. Recommendations
1. Video news (speciZically targeted to students interested in journalism
and broadcasting):
We suggest USC post video news on their incubator.
2. Collaborate with photography students for photojournalism related
content:
In order to create more interesting news content and grab young people's
attention which creates a visual impact.
3. Place links for USC's incubator on USC website and USC Annenberg:
We suggest to place the incubator's link on both USC's ofJicial website and
USC Annenberg website to drive more trafJic to the incubator.
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30. Recommendations #5: Goals to Set for Google Analytics
In order to gauge the performance of the website, we recommend setting the
following goals in Google Analytics so as to effectively use the data provided
through it:
• Audience Growth
‐ Should be measured both onsite and offsite.
• Average time spent on the site
‐ Would tell us whether users are reading an article
and Jinding it relevant
• Depth of visit
‐ Refers to the number of pages visited by a user at
one time.
• Sharing
‐ Refers to how many times a particular article has
been shared, which can be through linkbacks, social
bookmarks etc.
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31. Recommendations #6: Search Engine Optimization
• Add title tag, description tag and keywords tag in the metatags in the html
pages.
1. Title Tag: It deJines the title of the document (which is what users see as
the title in the search engines).
2. Description Tag: This is a short description of the content of the article. It
appears right below the title tag in the SERP (search engine results page).
3. Keywords Tag: using keywords directly related to each story, other
keywords through Google AdWords' keyword tool.
• Add videos
• Tagging images and videos
• Adding site map
• Create related inbound, outbound links,
and links within the website
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