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TRANSCRIPT
Media Buying Services for The Veterans Land
Board
Image Source: National Association of Social Workers – California News
Advertising Goals
Increase the number of VLB land loans
Meet the demand for VLB housing loans
Meet the demand for Texas State Veterans Home and Cemetery Program benefits
Increase awareness of the VLB among active military and veterans in Texas.
Source:
RFP No. X0006671-DF
Scope of Work
“The GLO is requesting that Respondents provide some or all of the following advertising services:
branding, production, planning, buying and placement of broadcast and digital.”- RFP No. X0006671-DF
Source:RFP No. X0006671-DF
Services to Provide
Purchase and track advertisements on behalf of the VLB
Monitor displays, broadcasts, and other advertising media to ensure proper appearance, ad position, mechanical production and related factors
Provide detailed reports on the success of campaigns and provide recommendations for future campaigns.
Source:
RFP No. X0006671-DF
Project Details
Primary Markets: Dallas, San Antonio, Houston
Secondary Market: Austin
Budget : $500,000.00
Timeline: September 1, 2015-September 31, 2015
Primary Target: Active Military & Veterans ages 35-54
Secondary Target: Active Military & Veterans ages 25-34
Target Audience General
Demographics
Total Number of Veterans in Texas:1,593,072
Number of Veterans Ages 35-54: 399,861
Number of Veterans Ages 25-34: 130,631Info Source: Texas Workforce Investment Council http://gov.texas.gov/files/twic/Veterans_in_Texas.pdf
Image Source: http://www.familyresourcecenters.net/event-registration/our-trainings/a-call-to-action-building-protective-factors-to-strengthen-
military-families/
Veteran Workforce Participation
Source:http://comptroller.texas.gov/specialrpt/workforce/aging/
Primary Audience Purchasing PowerActive Military & Veterans 35-54
Purchasing Power (Average Household Income)
Male $94,194.88
Female $69,925.00
Source:http://www.va.gov/vetdata/docs/SpecialReports/Women_Veteran_Profile5.pdfhttp://digitalcommons.csbsju.edu/cgi/viewcontent.cgi?article=1087&context=honors_theses
Secondary Audience Purchasing PowerActive Military and Veterans 25-34
Purchasing Power (Average Household Income)
Male $90,826.00
Female $60,593.00
Source:http://www.va.gov/vetdata/docs/SpecialReports/Women_Veteran_Profile5.pdfhttp://digitalcommons.csbsju.edu/cgi/viewcontent.cgi?article=1087&context=honors_theses
Real Estate Market OverviewDallas
Source:http://www.loopnet.com/Dallas_Texas_Market-Trends?linkcode=31070
Real Estate Market OverviewSan Antonio
Source:http://www.loopnet.com/San%20Antonio_Texas_Market-Trends?linkcode=31070
Real Estate Market Overview Houston
Source:http://www.loopnet.com/Texas/Houston-Commercial-Real-Estate/
Real Estate Market OverviewAustin
Source:http://www.loopnet.com/Austin_Texas_Market-Trends?linkcode=31070
Why Veterans Need
VLB Land Loans
“Even though the government offers training programs and other assistance to returning
veterans to help them re-enter the workplace, many of the jobs they're landing don't pay
enough to cover the cost of buying a median-priced home.”
-AOL Real EstateSource:http://realestate.aol.com/blog/2012/07/16/many-working-veterans-cant-afford-housing-report-says/Image Source: : Fort Hunt Realty Group
Why Veterans Need VLB Land Loans
“Young returning who do find work are having a hard time affording housing, a recent study finds.”
- CNN
Source:
http://money.cnn.com/2012/07/12/real_estate/veterans-jobs/
Primary and Secondary Audience PsychographicsWhat They Want To See
Military personnel reunited with family
Appreciation for their service
Insider’s Perspective
Based on observations from:
http://victorymedia.com/wp-content/uploads/2013/11/2014_Consumer_MK_011314_NoRates1.pdf
http://www.sheerid.com/wp-content/uploads/2014/10/Reaching-the-Military-Market-Guide.pdf
Primary and Secondary Audience PsychographicsWhat they Don’t Want To See
Overtly patriotic, disingenuous and unauthentic messages
Claims by the media of understanding their perspective
Military personnel portrayed inaccurately (hair too long, uniform not compliant with regulations)
Source:
http://www.marchcorp.com/veteran-marketing-services/connecting-brands-to-the-military-veteran-audience/
http://www.mediapost.com/publications/article/15923/market-focus-military-personnel.html
Advertising
Rationale
“Whether active, veteran, or retired they all share a common comradeship forged under the most challenging circumstances in their lives. Those insights are the most powerful bonds in their belief system
and drive a devotion that shapes decisions in their daily lives. This insight is a core driver of the military veteran affinity group.”
-March Marketing LLCSource:
http://www.marchcorp.com/why-you-should-market-to-veteran-and-military-families-march-marketing/
Image Source: Community Table
Media Channels To Use
RadioMen and women ages 35-54 listen to the radio 996 minutes per week (Statista)Men and women ages 25-34 listen to the radio for 904 minutes per week (Statista)
CableMen and women 35-54 watch cable television for an average of 35 -40 hoursa week (Marketing Charts)Men and women 25-34 watch cable television for an average of 30 hours per week (Marketing Charts)
Digital68% of veterans report using the internet to find out about veterans benefits and services (Department of Veterans Affairs)
Source: http://www.statista.com/statistics/252204/weekly-time-spent-listening-to-the-radio-in-the-us-by-age-and-gender/http://www.marketingcharts.com/television/are-young-people-watching-less-tv-24817/Department of Veterans’ Affairs National Survey of Veterans http://www.va.gov/vetdata/docs/SurveysAndStudies/NVSSurveyFinalWeightedReport.pdf
Radio Game Plan
5 spots per week per station for primary geographic markets
3 spots per week per station for secondary geographic market
Total of 18 spots per week
Image Source: True Car Blog
Radio Media Plan
Station Ratin
g
Time Reach Rate Spots Weekly
Total
Monthly
Total
KLTY- FM
(Dallas)
8.8 M-F 6a-7p 87,937 $2,000 5 $10,000 $40,000
KONO-FM
(San
Antonio)
8.0 M-F 6a-7p 39,516 $1,080 5 $5,400 $21,600
KMJQ-FM
(Houston)
6.4 M-F 6a-7p 85,000 $2,800 5 $14,000 $56,000
KBPA-FM
(Austin)
8.8 M-F 6a-7p 39,600 $1,160 3 $3,480 $13,920
TOTALS 252,053 18 32,800 $131,520
Source: Ben Trelles, Senior Account Executive at Eastman Radio
Why This Will Work
Advertisers gain an average of $6 for every $1 spent (Arbitron)
Consistency across geographic markets
High ratings (8.2 average)
High reach
Affordability
Source:https://www.strategicmediainc.com/newsroom/nielsen-and-arbitron-radio%E2%80%99s-power-couple
Cable Television
Game Plan
10 spots per week per network for primary
geographic markets
6 spots per week per network for secondarymarket
Total of 40 spots per week per primary geographic market
Total of 24 spots per week per secondary geographic market
Image Source: Great Plains Communications
Cable Television Media Plan
Dallas
Network Rating
35-54
Rating
25-34
Time Imp
35-54
Imp
25-34
Rate Spots Weekly
Total
DISC-TV 0.63 0.30 M-Su
6p-12p
6569 1551 $460.0
0
10 $4,600.00
FX-TV 0.52 0.57 M-Su
6p-12p
5421 3097 $405.0
0
10 $4,050.00
HIST-TV 0.55 0.22 M-Su
6p-12p
5736 1202 $520.0
0
10 $5,200.00
SYFY-TV 0.32 0.29 M-Su
6p-12p
3324 1547 $255.0
0
10 $2,550.00
TOTAL 21,050 7397 40 $16,400.00
Source: NCC Media
Cable Television Media Plan
San Antonio
Network Rating35-54
Rating25-34
Time Imp35-54
Imp25-34
Rate Spots Weekly
Total
FX-TV 0.79 0.71 M-Su
6p-12p
2267 1070 $250.00 10 $2,500.00
HIST-TV 0.57 0.38 M-Su
6p-12p
1625 417 $245.00 10 $2,450.00
HLN-TV 0.34 0.34 M-Su
6p-12p
974 216 $46.00 10 $460.00
DISC-TV 0.77 0.50 M-Su
6p-12p
641 210 $75.00 10 $750.00
TOTAL 5,507 1,913 40 $6,160.00
Source: NCC Media
Networks Rating
35-54
Rating
25-34
Time Imp
35-54
Imp
25-34
Rate Spots Weekly
Total
FX-TV 0.40 0.46 M-Su
6p-12p
3159 1930 $690.00 10 $6,900.00
DISC-TV 0.46 0.26 M-Su
6p-12p
3665 1071 $460.00 10 $4,600.00
HIST-TV 0.37 0.22 M-Su
6p-12p
2946 907 $598.00 10 $5,980.00
CNN-TV 0.21 0.20 M-Su
6p-12p
126 170 $90.00 10 $900.00
TOTAL 9896 4078 40 $18,380.00
Source: NCC Media
Cable Television Media Plan
Houston
Networks Rating
35-54
Rating
25-34
Time Imp
35-54
Imp
25-34
Rate Spots Weekly
Total
DISC-TV 0.40 0.25 M-Su
6p-12p
1205 402 $230.00 6 $1,380.00
FX-TV 0.60 0.53 M-Su
6p-12p
1803 858 $320.00 6 $1,920.00
HIST-TV 0.35 0.27 M-Su
6p-12p
1056 276 $320.00 6 $1,920.00
CNN-TV 0.21 0.20 M-Su
6p-12p
126 170 $90.00 6 $540.00
TOTAL 4190 1706 24 $5,760.00
Source: NCC Media
Cable Television Media Plan
Austin
City City
Weekly Total
All Cities Monthly
Total
Dallas $16,400.00 $65,600.00
San Antonio $6,160.00 $24,640.00
Houston $18,380.00 $73,520.00
Austin $5,760.00 $23,040.00
TOTAL $46,700.00 $186,800.00
Based on data from NCC Media
Cable Television Media Plan
Summary
Why This Will Work
For every $1 spent, gain $2 (Nielsen)
Cable television remains the most effective advertising medium in terms of driving action (Nielsen)
Consistency across 4 geographic markets
4 highest rated networks by region among ages 35-54 and 25-34
High number of impressions
Source:http://www.nielsen.com/us/en/insights/news/2009/maximize-the-return-on-your-advertising-spend.html
Digital
Game Plan
SEM
Display Retargeting
Display (Pre-Roll)
- Desktop
- Mobile
- Tablet
Digital Media PlanCATEGORY COST
SEM $60,000.00
Display Retargeting $20,000.00/3,333,333 impressions
Display
(Desktop, Mobile, Tablet, Pre-Roll)
$20,000.00/2,500,000 impressions
TOTAL $100,000.00
Source: AdTaxi Digital Proposal
Why This Will Work
Shifting 15% of media spend on digital results in a 4.2% increase in advertiser reach across the verticals (Nielsen)
Digital audience profiles for more effective targeting
AdTaxi has access to all RTB across display, mobile, video and Facebook
AdTaxi is a Google partner, Google technologies can drive traffic online
Source: AdTaxi Digital Proposal
Content Production Game Plan
HUB Partner: Silver Mountain Productions
Scope of Work: Radio and Television ContentProduction
Spend: $80,000.00
Reference: Walter Silverberg, Owner
Budget Allocation Summary
CATEGORY COST
Radio $131,250.00
Cable $186,800.00
Digital $100,000.00
Production $80,000.00
TOTAL $498,050.00
Expected Outcomes
Total Impressions: 6,141,123 per month
Radio Spend $131,500.00→ ROI $787,500.00Average of $6 gained for every $1 spent according to Nielsen
Cable Spend $186,000.00→ROI $223,200.00Average of +120% of investment according to WPP
Digital Spend $100,000.00→ ROI $170,000.00Average of +70% of investment according to AdTaxi
Total Project ROI: $1,180,700.00Sources: https://www.strategicmediainc.com/newsroom/nielsen-and-arbitron-radio%E2%80%99s-power-couplehttp://www.wpp.com/wpp/marketing/media/tv-advertising-works/AdTaxi Digital Proposal
Why Should Massey Communications
Be the Texas GLO’s Agency of Record?
We have worked in multiple states, operating within the purviews of the jurisdictions’ laws, and we are experienced in media buying.
We are experts at addressing the implications of providing media services to governmental and quasi-governmental entities.
We maintain unparalleled local and national relationships with the media and community stakeholders.
Consider Us Your Official
Thought Bubble.