Ashlynne Youngblood |Media Investments Portfolio| Fall 2016 · OOH Authorization to Buy Issuer:...

Ashlynne Youngblood |Media Investments Portfolio| Fall 2016

Table of ContentsC A M PA I G N I N I T I AT I V E

T H E A U S T I N M A R K E TF L O W C H A R TB U Y S U M M A R I E S

P R I N T AT BP R I N T S U M M A R YO O H AT BO O H S U M M A R YO O H M A P SD I G I TA L AT BD I G I TA L S U M M A R YA U D I O AT BA U D I O S U M M A R YT V / C A B L E AT BT V / C A B L E S U M M A R Y

B R O A D C A S T B U Y I N G G R I DR A D I OT V / C A B L E

S E A R C HK E Y W O R D S / K E Y P H R A S E S

S L U S H F U N D R AT I O N A L E&

I N V E S T M E N T S U M M A RY

2

34

56789 - 1 01 21 21 31 41 51 6

1 7 - 1 92 0 - 2 2

2 3

2 4

Media and Automotive Mission for 2017

While selling automotive lighting units and bulbs is the ultimate goal, a key consideration is the need to educate, inform and shift current consumer behavior through our media efforts. Consumers regularly change their oil, tires, filters & fluids. They don’t typically replace their headlights until they burn out, though, because they don’t realize that bulbs begin to dim the minute they’re installed. Changing headlight bulbs as a part of standard auto maintenance will improve a driver’s ability to seebetter at night, providing a safer experience for that driver and everyone else on the road.

Audience: The Guardians

Adults 25-54Own/drive a vehicle Kids in the householdPrioritizes safetyWilling to spend more on safer products

Geo:

Greater Austin Area

Campaign Initiative

2

PotentialThe last two years have been the best ever for Austin auto sales and 2015

marked another record year for new car sales with more than 130,000 sold in the Central Texas region.

DemographicsPopulation: 1.9 Million Households: 727,745

1 in 4 households have $100K+ income Median Age: 34.25

Income: $58,706 Education: 38% with a college degree

Diverse: 33% HispanicAustin Hispanics have a local buying power of $10 billion.

ResidentsTech Savvy

Suburban FamiliesOlder Urban

Socially Conscious Civilly Minded

Young, educated and affluent

The CityMajor center for high-tech

Projected job growth over the next 10 years of 42%11th-most populous city in the United States

Tops most every list for quality of life, job growth, population and income growth

The ATX Market

3Source:AustinStatesman,CityData,AustinMarketOverview

Flow Chart

4

Print Authorization

to Buy

Issuer: KatieFranklin,VP/PlanningTo: PrintBuyingTeamDate: November6,2016

Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016

Market: AustinDemo: A25-54Guardians

Budget: $25,000netCPM: $30.00netObjective: Buildawarenessandeducateconsumersabout

headlightsafety,drivingsalesCreative: Fullpage,four-colorPositioning: FronthalfofbookNotes: Publishershaveeithersubmitted2016-2017

ratesorhaveheld2015rates.MaterialsDue: CompletedBuySummary 5

6

OOH Authorization

to Buy

Issuer: KatieFranklin,VP/PlanningTo: OOHBuyingTeamDate: November6,2016

Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016

Market: AustinDemo: A25-54GuardiansKPIs: Adults25-54OOHRatings(notethatinAustinA2554

(ratingsare75%ofA18+ratings)Mediums: Bulletins&postersinpreferredgeographies,atthebuyer’sdiscretionExecution: *Onlytraditionalbulletins/postersmaybeconsidered

(digitalprohibitedinAustin)*Creativewillbepostedonceduringtheflight–therewillbenomid-flightartchanges

Budget: $110,000netforbulletins/postersmedia+$6,000netforproductionMoniesmaybemovedfromproductiontomedia&viceversaifnecessary

Objective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesNotes: Reagan’spostersmustallbepurchasedatonceatarate of$19,824permonth

Productioncostsare$5,000fortheposters,$550perbulletinvinyl.MaterialsDue: CompletedBuySummary,map(s)

7

8

Bulletins

x

x

x

X= Not Purchased

9

Posters

10

Digital Authorization

to Buy

Issuer: KatieFranklin,VP/PlanningTo: DigitalBuyingTeamDate: November6,2016

Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016

Geo: Austin(DMA)Demo: A25-54GuardiansBehavioral: Prioritizessafety,consideredanopinionleader(willeducateothersabout

safetypractices)Creative: Standard3IAB+300x600display+:15&:30videoBudget: $100,000net– refertoflowchartforexecutionalbreakout+$25,000net

forSearchObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesExecution: Createacomprehensivedigitalplaninclusiveofdisplayandvideo

executions.Premiumpositioningisrequired– remnantisnotacceptable.Frequencycapof4x/wk fordisplay,3x/wk forvideoperuser.SearchshouldinjectSylvaniaintotheconversationasusersareactivelysearchingforopportunitiestomaketheirfamiliessafer;positioninginthetopfourresultsforrecommendedkws/kps

GoalKPIs: display$5CPMvideo$0.05CPCV

AdServing: SizmekBilling: BasedonmetricsreportedandverifiedthroughSizmekMaterialsDue: Recommendedsearchkeywordlist(50keywords/phrases)

CompletedBuySummary11

12

Audio Authorization

to Buy

Issuer: KatieFranklin,VP/PlanningTo: AudioBuyingTeamDate: November6,2016

Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016

Market: Austin(Metro)Demo: A25-54GuardiansTRPs: 100perweek(totalof800)Budget: $96,000grossGrossCPP: $120grossDaypartMix: 25%AMDrive,25%Midday,25%PMDrive,25%Evenings/WeekendsDayparts: AMD- M-F6a-10a

MID- M-F10a-3pPMD- M-F3p-7pEVE- M-F7p-12mWE- Sa-Su10a-7pDeviationstothedaypartdefinitionsmustbeapprovedinwritingbyplanning.

Books: 3bookaverage- Dec15/Jan16SpotLength: 100%:30unitsObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesMaterialsDue: BroadcastBuyingGrid,CompletedBuySummary

13

14

TV/Cable Authorization

to Buy

Issuer: KatieFranklin,VP/PlanningTo: VideoBuyingTeamDate: November6,2016

Client: OSRAMSylvaniaAutomotiveCampaign: 2016-2017SafetyInitiativeFlightDates: Dec5,2016– Jan29,2017Revision: OriginalRv Comments: n/aDue: December5,2016

Market: Austin(DMA)Demo: A25-54GuardiansTRPs: 100perweek(totalof400)Budget: $248,000grossDaypartMix: 15%EarlyMorning,15%EarlyFringe,40%PT/Sports,30%CableCPPGoals: EM$247/point,EF$293/point,PT/SP$451/point,Cable$1200/pointProgramming: NetworksandprogramsshouldbereviewedforalignmentwiththeGuardian

audience,aspossible.CABLEISTOBEPURCHASEDONTHEINTERCONNECTONLY.Deviationstothedaypartdefinitionsmustbeapprovedinwritingbyplanning.

Books: MaysharestoNovPUTsSpotLength: 100%:30unitsObjective: Buildawarenessandeducateconsumersaboutheadlightsafety,drivingsalesMaterialsDue: BroadcastBuyingGrid,CompletedBuySummary

15

16

o

Radio Broadcast Buying Grid

17

Radio Broadcast Buying Grid

18

Radio Broadcast Buying Grid

19

TV/Cable Broadcast Buying Grid

20

TV/Cable Broadcast Buying Grid

21

TV/Cable Broadcast Buying Grid

22

SearchTherecommendedsearchkeywordsandphrasesoutlinedbelowwerechoseninordertoinjectSylvaniaintotheconversationasusersactivelysearchforopportunitiestomaketheirfamiliessafer.

23

Slush Fund Rationale and Investment Summary Thegivenflexfundof$25,500withtheadditionalsavingsof

$30,464.55allowsforcertainmediatobemoreheavilyinvestedinduringthetwomonthflight.

• Aportionofthefundswillbesetasideasacontingencytocoveranyhiddencosts.

• Somemonieswillalsobeallocatedtowardsdigitalasthecampaignwillshowperformanceandmayneedcertainoptimizedinvestments.

• $12,698.45willbepulledfromTVsavingsandinvestedintoprinttoaccountforoverspend.

• Printwillreceiveanextra$8,988topurchasetheStatesmanCommunityNewspapers(TheBastropAdvertiser,LakeTravisView,PflugervillePflag,RoundRockLeader,TheSmithvilleTimes,WestlakePicayune)inordertoreachsuburbanareasofAustin.

• Searchwillreceiveextrafundsperiodicallyforthedurationofthecampaignasothermediaeffortsbegintostimulatesearchbehaviors.

24