breast cancer awareness 06.30.10 general

National Sponsorship Opportunity

CONFIDENTIAL AND PROPIETARY INFORMATION. This presentation and the information and concepts contained herein are the exclusive property of Tribune Media Net, Inc. d/b/a Tribune365. © 2010 Tribune Media Net, Inc.

As a brand that supports the Breast Cancer cause, we invite you to join TRIBUNE365 and other participating sponsors in honoring the 25th anniversary of National Breast Cancer Awareness Month this October through a special integrated marketing opportunity.

With Breast Cancer being the #1 cause of cancer for women in America, the chance of a woman having invasive Breast Cancer some time during her life is roughly 1 in 8. It is only through continued awareness and financial support of the cause that we can hope to someday eradicate the disease.

Source: Americancancersociety.com and breastcancer.org* Includes women still being treated and those who have completed treatment

25 Years and Counting…

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TRIBUNE properties and our award-winning news-gathering teams are a trusted resource for the timeliest health and wellness news and information – delivered via our broadcast, print and online properties, including our national health portal, HealthKey.com.

Recognizing that Breast Cancer is a national cause but that the individual fight against the disease occurs on a local grassroots and personal level, TRIBUNE365 becomes the ideal media partner for your breast cancer marketing efforts.

This October, TRIBUNE365 will demonstrate our own commitment through:

• Corporate Responsibility & Awareness Generation• Corporate donation to Breast Cancer Charitable Organization• Illuminating Tribune Buildings in Pink Lights and/or Pink Ribbons

• Expanded Breast Cancer Content Across our Products and Markets and Sponsorship of Local Breast Cancer Events

TRIBUNE365 is Committed to the Fight

Join TRIBUNE365 as we put a FACE to Breast Cancer…

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Faces of Cancer…Faces of the Cure

TRIBUNE365 has created an inspirational integrated marketing program, Faces of Cancer…Faces of the Cure, to honor the women and men affected by Breast Cancer and those who are a part of their fight…friends, family, doctors, nurses and advocates. We will be featuring a combination of faces who are nationally prominent, as well as those in our local markets, to help drive awareness, maintain relevance and garner support.

To launch the campaign we will highlight two of the most recognized faces of Breast Cancer:

• Face of Cancer: Susan G. Komen • The Foundation named in her honor has become synonymous with Breast

Cancer Awareness

• Face of the Cure: Dr. Susan Love• As a world-renowned research expert on the disease, Dr. Love is an advocate

and resource for those fighting the disease

TRIBUNE365 will also provide an online forum in which those touched by the disease can recognize the faces of breast cancer within their own lives…survivors, doctors, nurses, caregivers, etc. and make a donation to the fight.

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Raise Awareness

Highlight Resources

Inspire Action

Further build awareness of National Breast Cancer Month among our readers and viewers.

Use Tribune’s powerful media portfolio to highlight the most timely and up-to-date national and local resources.

Drive consumers to make National Breast Cancer Month a personal event, honoring those in their life touched by Breast Cancer and making a donation to our featured TBD Breast Cancer organization.

Program Objectives

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TRIBUNE365 will surround consumers via the following Faces of Cancer…Faces of the Cure components:

TELEVISION• Twenty-Five Daily :60 Vignette “Faces” Profiles

NEWSPAPER• 8-Page Special Pink Section Across Newspaper Network• Daily Breast Cancer Content Ad Adjacencies

ONLINE• Breast Cancer Themed Nameplates and Nav Bar Presence on Home Pages• Dedicated Breast Cancer Content Page Across Tribune Interactive

Network, including HealthKey.com• Dedicated “Faces” Microsite with User-Generated Experience• “Faces” Admail• “Faces” Facebook Page

MOBILE• Breast Cancer Themed Nameplates with Nav Bar Presence on Mobile

Home Pages• Dedicated Breast Cancer Content Page on Mobile Websites• Adhesion Ad Unit That Links to “Faces” Microsite

LOCAL MARKET OVERLAYS• Local Market Events• Custom Direct Mail Solutions• Polybags

National Sponsor Logo here

Integrated Plan Components

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• Faces of Cancer…Faces of the Cure Broadcast Vignettes

• For 25 days during the month of October, Tribune stations

will air a daily :60 “Faces” themed vignette in which a

national or local face of Breast Cancer is profiled. To launch

the campaign, Susan G. Komen for the Cure and Dr. Susan

Love will be featured profiles.

• :05 Opening Billboard (Sponsor ID)

• :40 “Faces” Profile

• :15 Sponsor Ad

“Faces” will be selected by award-winning Tribune journalists and editors with input from Breast Cancer industry experts and sponsor nominations

• Vignettes will air on local stations (32.7M HHs) during AM

news where available, and in evening news in all other

markets

• Nationally, vignettes will air on WGN America (75M HHs)

during noon news

Television

7* TBD

• Commemorative Faces of Cancer…Faces of the Cure Special Section

• Eight-page special section with pink cover wrap to run on Sunday, October 10th in all eight Tribune newspapers (9.2M readers)

• Special Content will include:

• Latest articles and editorial features on topics related to Breast Cancer

• Editorial “Faces” profiles, leading with Susan G. Komen for the Cure and Dr. Susan Love and her Army of Women

• Information on local Breast Cancer resources and events

• Additional Daily Advertising Opportunities

• Ads to run across Tribune newspapers adjacent to Breast Cancer content/features

Print

8Mock-up for illustrative purposes only.

See the print special section here.

http://www.tribuneinteractive.com/clients/2010_demos/060410_faces/demo1.htm

http://www.tribuneinteractive.com/clients/2010_demos/060410_faces/demo1.htm

Faces of Cancer…Faces of the Cure Online Elements:

• Home Page Presence• Breast Cancer Pink Ribbon on all Tribune Website

Nameplates, including HealthKey.com

• “Breast Cancer Awareness” Pink Text Tab on all Nav Bars

• Co-branded “Faces” Fixed Position Promo Pencil Ad Unit for 10 Days in October

• ROS Promotional Online Ad Units• Pencil, Cube and Leaderboard ads will promote “Faces”

campaign throughout October

Online


http://www.tribuneinteractive.com/clients/2010_demos/060410_faces/demo4a.htm

Online

Additional Faces of Cancer…Faces of the Cure Online Elements:

• Content Page:• Page appears on all Tribune websites including

HealthKey.com (19.1M UVs)

• Includes “Faces” profiles featured on broadcast vignettes

• Breast Cancer articles and feature content

• Link to “Faces” Recognition/Donation Microsite

• Link to Facebook “Faces” Page

Mock-up for illustrative purposes only.



Breast Cancer is a personal story. TRIBUNE365 will create a dedicated microsite offering individuals the opportunity to recognize the “Faces” of Breast Cancer/Cure within their own lives, as well as the ability to donate to the cause:

• Recognize and Honor “Faces”• Submit a photo, name and provide short caption of person to be recognized

• Notification email will be sent to both the recognized individual as well as the nominator (nominee email includes permission to post request)

• Email will contain link to submitted photo on microsite and option to forward to friends

• Link can also be sent via social media

• Make a Donation to the Cause• Microsite will feature link to make a donation to Susan G. Komen for the Cure

and Love/Avon Army of Women

• Viewing the “Faces”• Microsite will feature photo gallery of photos/names submitted as “Faces”

• Potential search capacity for individual names/nominees

Microsite



• Facebook Page • Facebook members can post the name, picture and story of their

“Face” of Cancer/Cure

• AdMail Campaign

• Promotes and links to “Faces” Microsite

• Admail sent to Tribune’s opt-in database of 4.7M registered users• Average open rate of 10%

• Average click rate of 2%

• Audience demos:• 30% is married

• 64% is between the age of 24 – 54

• 20% has at least one child

• 40% has HH income of $75K+

Facebook & Admail

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AdMail

Facebook Page



• Breast Cancer Pink Ribbon on all Tribune Mobile Site Nameplates and Home Page Nav Bar

• Faces of Cancer…Faces of the Cure Mobile Ad Campaign

• “Faces” ROS Adhesion Ad Unit:

• Drive Traffic to Recognition/Donation Microsite

• Adhesion ad will link visitors directly to the Faces of Cancer…Faces of the Cure dedicated recognition/donation microsite

• For iPhones: Adhesion ad will link iPhone users directly to the Faces photo page for instant upload

• “Faces” ROS Standard Mobile Banner Ads

• Drive awareness of “Faces” campaign

Mobile

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AdhesionUnit


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TRIBUNE WEBSITE NETWORK

Dedicated Webpage• Site Reskin Including Sponsor ID• Vignette Library :05 Billboard• Home Page Cube & 234x60 Ads

Microsite• Home Page Cube Ad• Bounceback Email

Home Pages

• Promotional Pencil Ad (10 days)

Tribune Sites

• Co-Branded Cube/Leaderboard

Admail

• Targeted Promotional AdMail

DELIVERY:

Dedicated Webpage• 100% SOV Site Reskin• 25% SOV Vignette Billboard• 100%SOV 234x60 Ad• 25% SOV Cube Ad

Microsite• 100% SOV Home Page Cube Ad• 100% SOV Bounceback eMails

Tribune Sites• 100% SOV ROS Co-Branded

Cube & Leaderboard Ads

Admail• 100% SOV AdMail

ONLINE

NET INVESTMENT: $750,000

TRIBUNE BROADCAST PROPERTIES

:60 Vignette

• Comprised of:

• :05 Opening Sponsor ID Billboard

• :40 “Faces” Profile Vignette

• :15 Sponsor Brand Ad

• Vignette to run locally 1x per day in AM news or PM news if AM news not available

• 23 Local Stations Total

• Vignette to run nationally 1x per day in noon news on WGN America• 1 National Station Total

DELIVERY:

• 600 :05 Opening Billboards

• 25 Total in Each Market

• 600 :15 Sponsor Brand Spots

• 25 Total in Each Market

TELEVISION

TRIBUNE NEWSPAPERS

8-Page Special Section

• Front Page/ 4/c Strip Ad

• Front Page 4/c Corner Ear Ad

• Back ,Full-Page 4/c Ad

DELIVERY:

• 8 Strip Ads Total

• 8 Corner Ear Ads Total

• 8 Full, Back-Page Ads Total

PRINT

TRIBUNE MOBILE SITE NETWORK

Tribune Mobile Sites

• ROS Promo Adhesion Ad

• ROS Mobile Banner Ad

• ROS Adhesion Ad promoting Photo Upload on iPhones

DELIVERY:

• 25% SOV Promo Adhesion Ad

• 25% SOV Standard Mobile Banner Ad

• 100% SOV Adhesion Ad

MOBILE

Platinum Sponsorship Package

CATEGORY EXCLUSIVITY CATEGORY EXCLUSIVITY CATEGORY EXCLUSIVITY

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DELIVERY:

• 15% SOV Promo Adhesion Ads

• 15% SOV Standard Mobile Banner Ads

TRIBUNE NEWSPAPERS


• ½-Page 4C Brand Ad

DELIVERY:

• 8 ½-Page 4C Brand Ads


Dedicated Webpage

• :55 Vignette Library

• :05-:10 Opening Billboard

• Home Page Cube Ad

DELIVERY:

Dedicated Webpage

• 25% SOV Vignette Billboards

• 50% SOV Cube Ad

GOLD SPONSORSHIP PACKAGE

MOBILE


Additional Sponsorship Packages

PRINT

ONLINE





DELIVERY:

• 10% SOV Promo Adhesion Ads

• 10% SOV Standard Mobile Banner Ads

TRIBUNE NEWSPAPERS


• ¼-Page 4C Brand Ad

DELIVERY:

• 8 1/4-Page 4C Brand Ads


Dedicated Webpage

• :55 Vignette Library

• :05-:10 Opening Billboard

• Home Page Cube Ad

DELIVERY:

Dedicated Webpage

• 25% SOV Vignette Billboards

• 25% SOV Cube Ad

SILVER SPONSORSHIP PACKAGE

MOBILE


PRINT

ONLINE

Thank You

TRIBUNE365 thanks you for the opportunity of presenting this fully-integrated campaign to reinforce awareness of the 25h Anniversary of Breast Cancer Awareness Month via our Faces of Cancer…Faces of the Cure campaign.

Following your additional feedback, we will work quickly to deliver:

• Final pricing on all program elements• Complete audience analysis of final media schedules

• All concepts contained in this proposal are the intellectual property of Tribune. 16

John AdamsAccount DirectorTribune [email protected]

APPENDIX

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TRIBUNE INTERACTIVETRIBUNE PRINTTRIBUNE BROADCASTING

DAILY NEWSPAPERSLos Angeles Times

Chicago Tribune

Baltimore Sun

Sun Sentinel

Orlando Sentinel

Newport News Daily Press

Hartford Courant

Allentown Morning Call

MULTI-CULTURALEl Sentinel (Miami/Ft. Lauderdale)

El Sentinel (Orlando ,FL)

Hoy (CH, LA)

TARGETEDB

Brand X

City Link

RedEye

The Mash

MAGAZINESChicago Magazine

LA, Los Angles Times Magazine

City and Shore Magazine

TRIBUNE OWNED

WGN AMERICA (National)

WPIX, New York CW11

KTLA, Los Angeles CW5

WGN, Chicago CW9

CLTV, Chicago

WGN 720-AM Chicago

WPHL, Philadelphia MY17

KDAF, Dallas CW33

WDCW, Wash DC CW50

KIAH, Houston CW39

KCPQ, Seattle FOX13

KMYQ, Seattle MY22

WSFL, Miami CW39

KWGN, Denver CW2

KTXL, Sacramento FOX40

KPLR, St. Louis CW11

KRCW, Portland CW32

WTTV, Indianapolis CW4

WXIN, Indianapolis FOX59

KSWB, San Diego FOX5

WTIC, Hartford, CT FOX61

WTXX, Hartford, CT CW20

WXMI, Grand Rapids FOX17

WPMT, Harrisburg FOX43

WGNO, New Orleans ABC26

WNOL, New Orleans CW38

NEWS & INFORMATIONHealthkey.com (National)

Latimes.com (Los Angeles, CA)

ChicagoTribune.com (Chicago, IL)

OrlandoSentinel.com (Orlando, FL)

Sun-Sentinel.com (South FL)

BaltimoreSun.com (Baltimore, MD)

Courant.com (Hartford, CT)

DailyPress.com (Hampton Roads)

Mcall.com (Allentown, PA)

MULTI-CULTURAL

ViveloHoy.com (CH, LA)

El Sentinel (Miami/Ft. Lauderdale)

El Sentinel (Orlando, FL)

ENTERTAINMENTTheEnvelope.com (National)

ThisisBrandX.com (Los Angeles, CA)

ChicagoNow.com (Chicago, IL)

Metromix.com (Chicago, IL)

BtheSite.Com (Baltimore, MD)

SouthFlorida.com (South FL)

Zap2it.com (National)

Ctnow.com (Hartford, CT)

BROADCAST25 corresponding websites for Tribune Owned and 17 websites for local TV LLC stations

Source: *Nielsen November 2009, **2010 Scarborough Release 1 Studies ***April 2010 Nielsen NetView

36 local markets:-7 of the top 10-20 of the top 30

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New York Los Angeles Chicago Philadelphia Dallas Washington, DC Houston Seattle South Florida Sacramento Denver Cleveland Orlando St Louis Portland San Diego Baltimore Indianapolis Hartford Salt Lake City Kansas City Milwaukee Grand Rapids HarrisburgNorfolk

Birmingham Memphis Oklahoma City Greensboro New Orleans Wilkes-BarreRichmond Des MoinesFort SmithHuntsvilleDavenport/Rock Island/Moline

TRIBUNE365 Portfolio

WGN America HHs: 75MLocal TV HHs: 32.7M

Daily Readers: 6.8MSunday Readers: 9.2M

Monthly UVs: 19.6MMonthly PVs: 481+M

TRIBUNE LOCAL MARKETS

breast cancer awareness 06.30.10 general

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