tyler's presents dam that cancer 2012 recap
DESCRIPTION
This is a recap of the media coverage and event exposure for the 3rd Annual Dam That Cancer event, presented by TYLER'S.TRANSCRIPT
2012 Event Recap
The Team at The Flatwater Foundation would like to once again thank you for your support of our mission. We could not do any of this without you, and because of
your efforts, 4 families and individuals were put into care JUST during the week of the event! The message is OUT THERE! And people are seeking help! Because of you,
we can pay for this care, 100% of it!
7 Support Boats. 10 Hours. 78 Paddlers. 98 Degrees. 1 Cause.
Because of your efforts, over $130,000 was raised for The Flatwater Foundation to provide access to counseling and therapy for families coping with a cancer diagnosis.
THIS REPORT SUMMARIZES AN OVER $92,000 MEDIA VALUATION OF TYLER’S PRESENTS DAM THAT CANCER.
THE TRUE VALUE CAN NOT BE CALCULATED. TOGETHER WE ARE CHANGING LIVES.
Content Summary
Integrated Promotion Samples 4
Online Integration 5
Web Exposure/Partnerships 6
Social Media Snapshots 7
Email Campaign 8
PR Campaign Highlights 9
PR Campaign Summary 10 - 15
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Integrated Promotion of Event
Print Ad - AustinFITApril, May 2012
Menu at Hula HutMonth of May
Posters and Banners
Thanks Ad - AustinFITJune 2012
On-Premise Oversize Banners
Table Tents at Wahooʼs Fish Taco - May
Flier (Two-Sided - 5,000)
750 VIP Lanyards
$9,0
00 V
ALU
E
$16,
500+
VA
LUE
$2,0
00 V
ALU
E
$250
VA
LUE
$750
VA
LUE
$2,0
00 V
ALU
E
$1,5
00 V
ALU
E
$1,0
00 V
ALU
E
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Radio Summary
DAMN THAT CANCER: 2012 PROPOSAL! SPOT BANK (100 on-air/100 online) During the 2 weeks leading up to the event, Mix 94.7 will
provide a progressive on-air and online spot bank promoting the fundraiser and supporting cast.
*Approximately 50% will run in prime dayparts (6a-7p).
Value: $10,500
! INTERACTIVE ELEMENTS: ~ ROS & Media Player Takeover (Fri, Sat, Sun & Mon) ~ 5,000 Video Pre-Rolls ~ Mix 94.7 Exclusive Email Blast ~ Featured in Mix 94.7 Newsletter
Value: $4,500
! MULTI-MEDIA PROMOTION Coinciding with the on-air schedule, Mix 94.7 will promote
the fundraiser via the JB & Sandy morning show, social media, station blog and website integration.
Value: $10K
Total Value: $25,000 Projected Gross Impressions: 850,000 Investment: $5,000
Facebook Header $25,
000
VALU
E
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LIVESTRONG PARTNERSHIP HIGHLIGHTS ONLINE -
- LIVESTRONG Homepage 130,000 unique visitors per month:
-DTC was on there with TYLER’S logo + (link to DTC
homepage) for 1 month.
- LIVESTRONG FB = 1,634,822 likes: DTC linked/featured t
wice
- LIVESTRONG Twitter= 270,000 followers: DTC linked twic
e
- Doug Ulman = 1mil followers: Tweeted about DTC three t
imes
- Partnered Event homepage = 1,000 unique visitors per m
onth:
- DTC was on there for 1 month (with links).
- LIVESTRONG Blog = 5,000 unique visitors to the blog pe
r
month. DTC was featured in the blog twice
Web Exposure/Partnerships
OV
ER
6,0
00,0
00 IM
PR
ES
SIO
NS
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Social Media
Headers ALL OVER FacebookStrong Presence on Maui Jim
Facebook, 92,000+ likes!
$10,
000
VALU
E
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Email CampaignAustinTidBits Partner Em
ail, 35,000 opt-in subscribers
Email of Flier Art also sent to MailChimp list for
Austin Paddle Sports
$2,5
00 V
ALU
E
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PR Campaign Highlights
$38,
000
VALU
E*
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PR Campaign SummaryMEDIA OUTREACH:
• Reached out to local media (print, online and TV) regarding Dam That Cancer
SECURED INTERVIEWS:• KVUE (ABC) • KEYE (CBS)• KXAN (NBC) • FOX 7• YNN• Austin American Statesman • Tribeza
RECENT COVERAGE: Outlet: Ask Miss ADate: 6/8/12Coverage: Recap: Dam That Cancer Paddles Across Lake Austin To Support Families Coping With CancerLink: http://askmissa.com/2012/06/08/recap-dam-that-cancer-paddles-across-lake-austin-to-support-families-coping-with-cancer/Impressions: 10,391Media Value: $353*Tyler’s Included
Outlet: Mix 94.7Date: 6/6/12Coverage: Flatwater Foundation Dam That Cancer 2012Link: http://www.mix947.com/Flatwater-Foundation-Dam-That-Cancer-2012/13324287Impressions: 6,850Media Value: $285
Outlet: Livestrong BlogDate: 6/6/12Coverage: Dam that Cancer a Huge SuccessLink: http://blog.livestrong.org/2012/06/06/dam-that-cancer-a-huge-success/Impressions: 103,694Media Value: $1,294*Tyler’s Included
TOTAL IMPRESSIONS 3,477,004
MEDIA VALUE: $37,931*
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PR Campaign SummaryOutlet: KXAN (NBC)Date: 6/4/12Coverage: Onsite interview with Mark at the event featured on the nightly newsLink: N/AImpressions: 154,397Media Value: $1,613
Outlet: Culture Map E-NewsletterDate: 6/4/12Coverage: DTC included in e-newsletterLink: N/AImpressions: 7,500Media Value: $1,185
Outlet: YNNDate: 6/1/12Coverage: Interview with Mark GarzaLink: N/AImpressions: 136,888Media Value: $2,749*Tyler’s Included
Outlet: Austin Chronicle – Online Date: 6/1/12Coverage: Dam that Cancer included in Upcoming EventsLink: http://www.austinchronicle.com/calendar/events/dam-that-cancer-1329596/ Impressions: 74,923Media Value: $985
Outlet: Austin Chronicle – Print Date: 6/1/12Coverage: Lists Dam that Cancer in Upcoming Events sectionLink: http://www.dropbox.com/gallery/4128228/3/Dam%20that%20Cancer/press/Chronicle%2C%206%3A1%3A12?h=e882bf Impressions: 90,000Media Value: $1,985
Outlet: The Thread AustinDate: 6/1/12Coverage: DAM That Cancer Link: http://www.thethreadaustin.com/2012/06/dam-that-cancer-3/Impressions: 2,730Media Value: $66.35*Tyler’s Included
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PR Campaign SummaryOutlet: KVUE (ABC) Date: 5/31/12Coverage: Dam that Cancer event helps families deal with the disease Link: http://www.kvue.com/news/Dam-That-Cancer-event-helps-families-deal-with-the-disease-155941895.htmlImpressions: 375,394Media Value: $2,606*Tyler’s Included
Outlet: KEYE (CBS)Date: 5/31/12Coverage: Dam That Cancer SegmentLink: http://weareaustin.com/lifestyle/features/austin-live/stories/vid_429.shtmlImpressions: 40,441Media Value: $1,496*Tyler’s Included
Outlet: Ask Miss ADate: 5/31/12Coverage: Dam That Cancer Paddle and Party On Lake Austin to Benefit The Flatwater FoundationLink: http://askmissa.com/2012/05/31/dam-that-cancer-paddle-and-party-on-lake-austin-to-benefit-the-flatwater-foundation/Impressions: 10,391Media Value: $353*Tyler’s Included
Outlet: KXAN (NBC)Date: 5/30/12Coverage: Dam That Cancer stand up for researchLink: http://www.kxan.com/dpp/news/local/austin/dam-that-cancer-stands-up-for-researchImpressions: 154,397Media Value: $1,613*Tyler’s Included
Outlet: FOX 7Date: 5/29/12Coverage: Interview with Mark GazraLink: N/AImpressions: 178,383Media Value: $2,674*Tyler’s Included
Outlet: Livestrong BlogDate: 5/28/12Coverage: Dam That Cancer: Strong Mind. Strong Body.Link: http://blog.livestrong.org/2012/05/28/dam-that-cancer-strong-mind-strong-body/Impressions: 103,694Media Value: $1,294
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PR Campaign SummaryOutlet: ATX PostDate: 5/25/12Coverage: Repost of Culture Map story: Dam that Cancer combines fundraising and paddle boarding for a good cause Link: http://atxpost.com/?p=5233 Impressions: 4,500Media Value: $26.97*Tyler’s Included
Outlet: Austin Fit MagazineDate: 5/24/12Coverage: Lists Dam that Cancer under Upcoming EventsLink: http://www.austinfitmagazine.com/events/view/1686Impressions: 22,000Media Value: $2,283*Tyler’s Included
Outlet: Celebrate Austin NewsletterDate: 5/24/12Coverage: Dam That Cancer listed in "Services"Link: http://campaign.r20.constantcontact.com/render?llr=ydgmxhdab&v=001Sr5a1LSTp6M4UHs0zyG7ndTzs5R4luinkFXu3rluzlLrvRVuIp6UcfFy4IE-MddogCA-WFnT-WsqfCWuRo5q52h-qxusPXFRf-fs1GvACqkCvixi39pzSA%3D%3DImpressions: 6,000Media Value: $512.58
Outlet: CultureMapDate: 5/24/12Coverage: Dam That Cancer combines fundraising and paddle boarding for a good causeLink: http://austin.culturemap.com/newsdetail/05-24-12-15-54-dam-that-cancer/Impressions: 394,950Media Value: $1,185*Tyler’s Included
Outlet: Austin360Date: 5/23/12Coverage: Stand-up paddlers to cruise 21 miles down Lake AustinLink: http://www.austin360.com/blogs/content/shared-gen/blogs/austin/fitcity/entries/2012/05/23/_a_flotilla_of_standup.html?cxntfid=blogs_fit_cityImpressions: 1,071,300Media Value: $3,214*Tyler’s Included
Outlet: Austin American-StatesmanDate: 5/22/12Coverage: Dam That Cancer listed in "Nonprofit fundraisers for June"Link: http://www.statesman.com/life/real/052512_real_galas-2369766.html?printArticle=yImpressions: 434,951Media Value: $8,650*Tyler’s Included
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PR Campaign SummaryOutlet: Austin Fusion MagazineDate: 5/22/12Coverage: Dam That Cancer listed in "About Town: Events & Things To Do in Austin"Link: http://austinfusionmagazine.com/2012/05/22/austin-fusion-recommends/Impressions: 1,350Media Value: $8.13
Outlet: Thrillist NewsletterDate: 5/21/12Coverage: Dam That Cancer listed in "Morning Quickie" Link: N/AImpressions: 5,000 Media Value: $500*Tyler’s Included
Outlet: TribezaDate: 5/8/2012Coverage: The Flatwater Foundation Link: http://www.tribeza.com/category/keywords/dam-cancer Impressions: 86,880Media Value: $1,000
SOCIAL MEDIA:Outlet: Facebook - ChrontourageDate: 6/4/12Coverage: Post About Dam that Cancer Party at Hula HutLink: http://www.facebook.com/chrontourage Likes: 1,058
Outlet: Facebook - Citizen GenerationDate: 6/1/12Coverage: Post About Dam that Cancer Party at Hula Hut Link: http://www.facebook.com/pages/Citizen-Generation/104444436005 Likes: 3,533
Outlet: PinterestDate: 5/30/12Coverage: Culture Map story pinned by Pedersons FarmsLink: http://pinterest.com/pin/7881368068267695/
EVENT POSTINGS:*Tyler’s Included in all Event Postings
Outlet: Austin360Date: 5.10.12Coverage: Event PostingLink: http://events.austin360.com/austin_tx/events/show/259427764-dam-that-cancer
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PR Campaign SummaryOutlet: Austin PostDate: 5.10.12Coverage: Event PostingLink: http://www.austinpost.org/events/dam-cancer Outlet: BackpageDate: 5.10.12Coverage: Event PostingLink: http://austin.backpage.com/Events/dam-that-cancer/6466501 Outlet: CraigslistDate: 5.10.12Coverage: Event PostingLink: https://post.craigslist.org/manage/3009616412/3nhq5 Outlet: Do512Date: 5.10.12Coverage: Event PostingLink: http://do512.com/event/2012/06/04/dam-that-cancer Outlet: EventfulDate: 5.10.12Coverage: Event PostingLink: http://eventful.com/austin_tx/events/dam-cancer-/E0-001-048161806-3 Outlet: KEYEDate: 5.10.12Coverage: Event PostingLink: http://weareaustin.com/community/features/calendar/ Outlet: YELPDate: 5.10.12Coverage: Event PostingLink: http://www.yelp.com/events/austin-dam-that-cancer
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