calgary regional partnership media overview for crp sub regional transit pilot meeting may 9, 2014
TRANSCRIPT
CALGARY REGIONAL PARTNERSHIPMEDIA OVERVIEW FOR CRP SUB REGIONAL TRANSIT PILOT MEETING
MAY 9, 2014
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MEDIA OVERVIEW / OWNED VS EARNED VS PAID
OWNED MEDIA• Assets and platforms owned & controlled by a brand or company.
– Platform to house brand content & create long-term relationships / engagement.
EARNED MEDIA• Content generated by the press or the public about a brand.
– Expands reach & credibility of a brand’s message in subjective, trusted channels.
PAID MEDIA• Paid advertising channels purchased by a brand.
– Creates awareness, drives traffic and jumpstarts owned and earned media efforts.
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MEDIA OVERVIEW / OWNED MEDIA
OWNED MEDIA
Website
Social Media
E-Mail Database
BlogsVehicles
Signage
SEO Events
Sampling
Facilities
POS
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CALGARY REGIONAL PARTNERSHIP / OWNED MEDIA
OWNED MEDIA
WebsiteCRP site, On-It Site, Town Sites
Social MediaCRP/On-It/Town Facebook, Twitter
E-Mail Database
BlogsVehicles
Signage
SEO EventsCommunity Events – Rodeos, Races, Discovery Days, etc.
Sampling
FacilitiesLibraries, arenas, seniors centres, visitor centers, etc.
POS
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MEDIA OVERVIEW / EARNED MEDIA
EARNED MEDIA
Word of Mouth
Press Coverage Social Media Posts
ReviewsBlogs
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CALGARY REGIONAL PARTNERSHIP / EARNED MEDIA
EARNED MEDIA
Word of Mouth
Press Coverage Social Media Posts
ReviewsBlogs
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MEDIA OVERVIEW / PAID MEDIA
PAID MEDIA
Television
Radio
Newspaper
Out-of-Home
Transit
Online Display
Page Takeovers
Mobile
Email Marketing
Social Media Promoted Posts
Search Engine MarketingCinema
SponsorshipsDirect Mail
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CALGARY REGIONAL PARTNERSHIP / PAID MEDIA
PAID MEDIA
Television
Radio:30 / :10 / Remotes / Sponsorship
NewspaperDPS, Full Page, Banners
Out-of-HomeBillboards
TransitCalgary Transit Exterior
Online DisplayRich Media Big Box, Leaderboards
Page Takeovers
Mobile
Email Marketing
Social Media Promoted PostsFacebook Ads and Posts
Search Engine MarketingCinema
SponsorshipsDirect Mail
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COMMUNICATION TIMELINE
LAUNCH PHASE• 2 months • Announce the On-It brand and promote awareness and engagement
SUSTAIN PHASE• 4 months• Maintain a level of exposure to keep the buzz and engagement alive
SAMPLE MEDIA PLANA sample media plan is found on the next slides
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2014
MEDIUM
SUSTAIN
Okotoks - High River - Nanton -
Turner Valley - Black Diamond
Radio (Remote/Sponsorship)
CHRB / Sun Country
CFXO-FM / The Eagle
CKUV-FM / Big Dog 103.5
Radio (:30 / :10)
CHRB / Sun Country
CFXO-FM / The Eagle
CKUV-FM / Big Dog 103.5
Newspaper (DPS / Full Page)
Okotoks Western Wheel, Nanton News
High River Times
Online (Display)
theweathernetwork.com, newspaper sites
Online (Page Takeover)
theweathernetwork.com
Social Media Placements
Direct Mail
LAUNCH
SEP OCT NOV DEC JAN FEB MAR APR
11 2014
MEDIUM
SUSTAIN
Okotoks - High River - Nanton -
Turner Valley - Black Diamond
Radio (:30 / :10)
CHRB / Sun Country
CFXO-FM / The Eagle
CKUV-FM / Big Dog 103.5
Newspaper (Half Page / Banner)
Okotoks Western Wheel, Nanton News
High River Times
Online (Display)
theweathernetwork.com, newspaper sites
Social Media Placements
SUSTAIN
SEP OCT NOV DEC JAN FEB MAR APR