Grand Opening Media Strategy for National Client Naartjie Multimedia

1. 88
Grand Opening
Media Strategy

2. Po#sgrove,
PA
Des-n,
FL
Charlo#esville,
VA
Winder,
GA
Cleveland,
TN
Jacksonville,
FL
Savannah,
GA
LOCATIONS

3. COMMUNICATION GOALS
CREATE AWARENESS, DRIVE ATTENDANCE, CREATE LOYALTY
Reach Based
Planning
Define Target
Audience
Define
Marketplace
Media
Mix
Campaign
Duration
AUDIENCE
MASS
REACH
DEFINE
DEMO
Monitor
Analytics

4. COMMUNITY
AWARENESS
 All messages
should be crafted
with clearly
identifiable brand
attributes
 Establish pre-
promo
benchmarks to
measure on-going
progress
GENERATE
EXCITEMENT
 Choose media that
allow feedback and
measure
 Develop strategy to
communicate in a
meaningful way with
consumers
 Establish feedback
channels
COMMUNICATE
ATTRIBUTES
 Plan should establish
measurable
standards of
performance for
success
 Attendance,
concession sales,
online engagement
 Per screen or comp
performance?
CREATE
BRAND
LOYALTY
 Use social media
to establish and
encourage
deeper
engagement.
 Use analytical
tools to identify
target
opportunities
and refine
strategy
MAXIMIZE
ATTENDANCE
 Define media
delivery in goal
measured GRP/CPP,
CPM, etc.
 Impression based
digital vs. CTR traffic
goal
COMMUNICATION GOALS
HIGHER RECALL > DEEPER ENGAGEMENT

5. SET DELIVERY
OBJECTIVES
Reach & Frequency
Dominate, promotion,
sustaining
MEDIA
AVAILABILITY
OUTLETS
Avails,CPP, CPM
SUBMIT PLAN
& BUDGET
Reach based zero
budget cost driven
EXECUTE PLAN
Make
buy,
traffic
produc1on
Monitor
and
admin
IDENTIFY MEDIA
PARTNERS
Local engagement
Remotes, value added, etc.
POST BUY
ANALYSIS
Verify and analyze
alter base template
DEFINE
MARKET
Geography
Footprint
PRE-­‐LAUNCH
POST
EVENT/SUSTAINING
MEDIA PLANNING CHECKLIST
4
-­‐6
month
LAUNCH
IDENTIFY
CHARITY
Coordinate with staff
And engage supporters.

6. • Establish min. reach and frequency goals (80/5)
• Achieve optimal mix/levels for different campaigns
Media Weight Levels
• Define campaign length and awareness goal
• Apply flighted strategies/message management
techniques
Measured Flighting
• Develop strategies grounded in customer trends
• Multiple channels yield delivery efficiencies (3 rec.)
Media Selection
• Define digital opportunities
• Determine appropriate investment levels
Digital Strategy
• Measure campaign success, business growth with
changing marketing priorities
• Redefine objectives and strategy
Optimal Investment
DRIVING MEDIA EFFECTIVENESS
VARIETY OFVARIABLES AFFECT BUDGET/RESULTS

7. REACH BASED PLANNING
DEFINES THE TARGET AND DELIVERY CHANNELS
SETS REASONABLE GRP LEVELS
FOCUSES ON ACHIEVING REACH & FREQUENCY GOALS
AUDIENCE
SET
GOAL
REACH
DEFINE
DEMO
FREQU
ENCY

8. IS IT COST EFFECTIVE
EVALUATE USING CPMVS. CPP >
REACH
CPP
– Allows comparison between media & targets
• Can index a CPM because universe base is equal
– Example:
• Men 18-49 Universe = 300,000
• Women 18-49 Universe = 400,000
• Vehicle Unit Cost = $50,000
– Delivers 10 GRPs to Men and to Women
CPP: Unit cost / GRPs
Men = $5,000
Women = $5,000
CPM: Unit Cost / Impressions
Men = $16.67
Women = $12.50
CPM

9. RECOMMENDED GRP LEVELS
PLAN TOTAL DELIVERY BASED ON WEEKLY DELIVERY GOALS
Objective Weekly GRPs Weekly Reach 4-Week GRPs 4-Week Reach
Dominate 425 90% 1,700 95%
- Television (cable) 275 75% 1,100 90%
- Local Radio 150 53% 600 71%
Base (promo) 130-160 65% 520-640 90%

10. 0--
TV, 29%
Cable TV,
Online, 29%
News, 1%
Magazine, 1%
Other, 3%
Radio, 4%
Mobile, 18%
MEDIA USAGE DRIVES CHOICES
MEDIA SELECTIONS BASED ON DEMOGRAPHICS
Time spent per day
• Robust database
 Offers insights into programming and
marketing to listeners
 Provides engagement metric with
stations and advertised brands
• 22% of people who visit a Broadcast Radio
station website clip advertiser coupons

11. Note: costs vary significantly by market and geographic area, as well as number of available media
outlets. Costs are an average estimated cost.
Media Mix
ENSURE MEDIA WEIGHT ACHIEVES REACH AND
FREQUENCY GOALS
TV/Video
mass reach
awareness
emotion
Digital
flexiblility
interactivity
personalization
extend video
reach beyond
TV
Print
message detail
dwell time
engagement
trustworthiness
Radio
call to action
reach and
frequency
trusted
presence
dayparting
Outdoor
creative cut-
through
awareness
visual
innovation
proximity

12. 0--
TELEVISION
STILL THE DOMINATEVIEWER CHOICE
• TELEVISION STILL KING
 Highest number of gross viewers
 Highest level of usage
• 40% of people engaged with media are
using TV
• Across all demographics average TV usage
tops 3.5 hours per day
Household
Penetration
90%
85%
70%
65%
90%
60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

13. 0--
TELEVISION
WHY USE CABLE?
• TELEVISION STILL KING
 Local cable TV allows you to focus your
message and precisely target your most
valuable potential customers in a desired
demographic area
 DMA Interconnect
 Ad tag – Ad copy

14. 0--
TELEVISION
STILL THE DOMINATEVIEWER CHOICE
• During 2011/12 season,Adults 18-49 watched roughly 32 hours of TV per week
– Equates to nearly 4.5 hours per day

15. 0--
• During 2010/11 season, Adults 18-49 watched roughly 32
hours of TV per week
– Equates to nearly 4.5 hours per day
THE CHANGING LANDSCAPE
TRADITIONAL MEDIA CHOICES LOSING GROUND
+32%
growth in
Mobile
+8%
growth in
Internet
TV still
majority
of time
spent
Share of Time Spent per Day with Media

16. 0--
DISADVANTAGES
 Radio market can be
fragmented
 Must purchase multiple
stations to reach all target
market segments.
 Attention can be low
(background clutter)
 Commercial Clutter lack
of visual impact
UNIT SELECTION
 BACK TO BACK SPOTS
are cost effective way to
support multiple
messages.
 :30 Grand Opening
(Features)
 :30 Charity Night
 :30/:30 doubles GRP
delivery
ADVANTAGES
 A cost effective mass
medium capable of easily
delivering your message to
many people
 Targetable (by demo,
lifestyle and geography)
 Appropriate for call-to-
action
 Trusted environment gives
positive halo to ad
messages
RADIO
TRUSTED MEDIA DELIVERS LOYAL AUDIENCE

17. 0--
TUNED-IN
WEEKLY BROADCAST RADIO LISTENING IS
CONSISTENT AND STRONG
Source:Arbitron, RADAR 115, Dec. 2012,Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates)
M 18+ W 18+
16 Hours
Per Week
Nearly
14 Hours
Per Week

18. INFLUENCING BEHAVIOR
RADIO DRIVES TRAFFIC WHICH INCREASES
BRAND AWARENESS AND PURCHASE INTENT
Source: Katz Marketing Solutions, custom research study.
Film
Awareness +29%
Increase Once Exposed to Radio Campaign
Purchase
Intent
Likelihood of
Opening an Account
+20%
+12%
Theatrical
(Thriller)
Electronics
(Digital Cameras)
Finance
(Consumer Banking)
105

19. 0--
RADIO
DOMINATES DAYTIME AUDIENCE DELIVERY
Local Streaming Station Audience,Arbitron PPM, October 2012, Persons 18+ (33 stations from 24 metros)
Drive-time peaks are
expected when streaming
in cars becomes standard.
LISTENING PEAKS between 8AM – 5PM8-9
AM
4-5
PM

20. WORKING 9TO 5
RADIO DOMINATES THE RETAIL DAY
51%
% of MediaTime Spent per Day, A25-54
BROADCAST RADIO
Internet 43%
Television 39%
Newspaper 22%
Magazine 18%
Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-2012/Doublebase Respondents) weighted to population.
Base:Adults 25-54; Daypart: 9AM-5PM

21. 0--
DISADVANTAGES
 Short term availability
 Message brevity
 Creative production cost
 Long term inventory
holding
DIGITALS BB
 Higher unit cost, lower
production cost
 Multiple facings per mkt.
 Primary travel arteries
 Target competitor
locations
 Multi/daypart specific
messaging
 Brighter graphics
 Motion available
ADVANTAGES
 Quickly build reach &
frequency.
 Creative cut through
 Ability to provide
localized messages to many
people
 Targetable (by demo,
lifestyle and geography)
the right people are
exposed with little waste
 24/7 delivery
OUTDOOR
24/7 DELIVERY. HIGH REACH AND FREQUENCY

22. 0--
OUTDOOR
24/7 DELIVERY. HIGH REACH AND FREQUENCY
• ELECTRONIC BOARDS
 Multiple messages/daypart
 Teasers
 Eliminate production/unlimited message
• Feature X
• Promote Charity Night/Events/Titles
• Available on month to month

23. 0--
DIRECT MAIL
DATA MINING AND GROUP COUPONING
• Mailed to household within a defined
radius
 1 – 3 mile defined household reach
 Can customize geography
• Feature new attributes
• Direct to online to signup for Rewards
Program
• Coupons: discount BOGO admission,
online rewards

24. 0--
CHARITY EVENT
ESTABLISH STRONG COMMUNITY TIES
• EXAMPLE: Ronald McDonald House
 Charities exist in most markets
 National Charity with strong local base
• Involves multiple outlets in every market
• Distribution to every customer in-store and
drive-thru (3,000 per store per day avg.)
• Engages staff, supporters, media and public
• CHARITY NIGHT: admission proceeds
to benefit
Customer Bagstuffer

25. 0--
SOCIAL NETWORKING
CONTINUES TO GENERATE MASSIVE NUMBERS
• Social media reaches 80% of the active
online population.
• Applications like Facebook and Twitter
allow users to access audio, video and
coupons
• Facebook reaches 60% or A18-49 each day
• 50% of Twitter users sign in once a month,
25% sign in every day
• More than half of Facebooks users log in
every day
• Percentage of access for social networks
via mobile is increasing by 24% each year.
Source: USC,Annenberg School of Communications & Journalism, PSI Study Released June 2012,Woodley,
P. and Movius, L
162MM online users
57MM mobile users
(50%YoY Growth)
90MM online users
13MM mobile users
(75%YoY Growth)

26. 0--
MOBILE
MOBILE DEVICES STEADILY GROWING
• The number of mobile phone subscribers
surpassed the number of people living in
the US.
• 51% of consumers own a mobile
device. Up 34% in 2012.
• 14% own tablets. UP 400%.
• 10% own internet connected TV’s. UP 25%.
• Smartphone owners index at 103 for
weekly AM/FM listening audio content on a
cell phone/smartphone
• 55% of listeners said they listen to their
favorite personalities on computers or
mobile devices when away from a Radio
Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc.
Edison Media Research; USC,Annenberg School for Communication & Journalism, PSI Study
Released June 2012,Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA

27. 0--
MOBILE PHONE
MORE MOBILE SUBSCRIBERS THAN PEOPLE IN THE US
Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc. Edison Media Research;
USC,Annenberg School for Communication & Journalism, PSI Study Released June 2012,Woodley, P. and Movius, L. People
With a Favorite Radio Personality in LA
US Mobile Phone Subscribers (millions & % of population)

28. DIGITAL GROWTH
DIGITAL OFFERINGS ARE STEADILY INCREASING >
GROWING UTILITY IN DRIVING HIGHER R & F
Higher cost begins to
decrease yield
Ideal CPM range
$5
CPM
$35
CPM
Info-seeking
High
consumer
involvement
Drives
efficiency
Visual
impact
Two-way
dialogue
Brand
Connections
Build
advocates
On-the-go
Location
targeted
Call-to-action
High
consumer
involvement
Location &
daypart
targeting
Message
flexibility
Extend TV
reach
Sight, sound
& motion
Break
through
Ad
Network
Display Social Mobile Video Gaming DOOH

29. CLICKS/CTR
Number of times
a banner was clicked
INTERACTIONS
Number of times
banner was interacted
VIDEO COMPLETION
Percentage of video did
the viewer watch
USER ACTION RATE
%
of
users
That
took
desired
ac-on
–
Download,
Friend,
etc.
VIDEOVIEWS
How many people saw
:15 or :30 Spot
PURCHASE OR LIFT
Conversion or shift
in brand awareness
IMPRESSIONS
Number of times
banner was served
Awareness
campaign
engagement:
Passive
user
response
Deeper
user
engagement:
Ac-ve
user
response
DIGITAL MEDIA MEASUREMENT

30. 0--
ACTIVATE FACEBOOK PAGE
FACEBOOK GENERATES HIGH INCIDENCE OF USE
MORE DAILY INTERACTION ANDTIME ONSITE
FACEBOOK users and SM interaction have
created an entirely new ad channel
(Audience levels exceed radio in 2003)
Ad revenue generated exceeds print category
Largest % shift of users is to digital/SM
• Impression based opportunity
• Click through capability
• User analytics more robust than any other media
• Search based/discovery based/Demographic targeting
• Owned channel
• Consumer engagement/brand loyalty

31. 0--
ACTIVATE FACEBOOK PAGE
USE TRADITIONAL ADVERTISING TO IMPROVE TARGETING
PAID ADVERTISING further capitalizes
on quality content and increases likelihood
for virality
• Target radius around specific location
• Target demographics (age, gender)
•Target interests
•Use keywords

32. 0--
ACTIVATE FACEBOOK PAGE
FACEBOOK USERS CAN BE IDENTIFIED BY THEIR DATA
GEOGRAPHY, INTERESTS, DEMOGRAPHICS

33. 0--
ACTIVATE FACEBOOK PAGE
USAGE AVAILABLE ON MULTIPLE PLATFORMS
D

34. 0--
SAMPLE GOOGLE AD
USERS ARE EXPOSED DURING SEARCH USING KEY WORD

35. 0--
SAMPLE YOUTUBE AD

36. 0--
VIRALITY OF SINGLE POST
DEAL DRIVEN CALL TO ACTIONS YIELDS GREATEST
INTERACTION
80,024 reach
66,989 shares
13,037 likes
3,405 comments

37. NEW PAGE LIKES (97,000 – 142,000)
DEC. 2012
• 45,000 New Page Likes
28,720 New Page Likes on Dec 28th
• 26,559 came from a mobile device

38. DEMOGRAPHICS
FEMALE 25-4484% 55%

39. PHASE – 1
 3-months pre-opening
 Identify/Secure outdoor
 Media contacts & rates
 Local opportunities
 Station promotions/Trade
 Identify Charity
- Leverage audience
 Chamber of Commerce
- Ribbon cutting
- Newsletter insertion
- Email distribution
PHASE – 2
 6-weeks
- Finalize direct mail offers
and radius
 1 Month
- Post teaser outdoor
- Countdown Clock – digital
boards
- PR/media alerts
 2 weeks
- Direct mail drop
- Begin teaser radio
- Grand opening
- Charity/VIP Night
- Newspaper insertions
CAMPAIGN
 4-week duration
 2-week Pre-Opening
- Generate excitement
- Charity Event
 2-week Post-Opening
 Media Platforms
- TV, Radio, Local
Newspaper, Direct Mail
PROMOTIONALTIMELINE
TACTICAL PLAN

40. GRAND OPENING MEDIA BUDGET
Medium Duration Unit Cost Total Cost
Digital Outdoor 2-months 2 boards
$xxxx/ea
$x,xxx
Direct Mail 3-mile radius 10,000 HH $x,xxx
Digital/Social Media 2-months $x,xxx/mo $x,xxx
Radio 4-weeks 150 GRPs
Avg $xx CPP
$x,xxx
Newspaper 4-weeks Full Color
¼ to ½ page
$x,xxx
Cable TV 4-weeks $x,xxx/wk $x,xxx
Total Cost $xx,xxx
Note: costs vary significantly by market and geographic area, as well as number of available media outlets. Costs are
an average estimated cost.