Council Meeting - Colorado Parks and Wildlife · Council member engagement. 4. Community...

Council MeetingFebruary 1, 2017 1

Agenda

1. Government Affairs Support

2. Tubes TV Spots

3. Campaign Creative Preview

4. Campaign Engagement

5. Campaign Reporting

6. Past CWC/HAH Commercial Microsite

2

GOVERNMENT AFFAIRS

SUPPORT

3

TUBES TV

SPOTS

4

CAMPAIGNCREATIVE

5

Paid Media – Rich Media

6

Gameify – Screengrabber1 2

Paid Media – Rich Media

7

Gameify – Screengrabber

3 4

Paid Media – Rich Media

8

Gameify – Screengrabber

5

Paid Media – Rich Media

9

Parallax - Mobile

Paid Media - Banners

10

CPW Brochure Ads

11

Social Media - Facebook

12

CAMPAIGNENGAGEMENT

13

Engagement Tactics

14

1. Emails to CPW employees and wildlife constituents.• Engagement prior to campaign launch; again on March 1, 2017.

2. Social media engagement with license agents once campaign is live(ACE Hardware, Walmart, Cabela’s, Dick’s Sporting Goods etc.).• Post on license agents bulletin on CPW about campaign.

3. Council member engagement.

4. Community partnerships.

CAMPAIGNREPORTING

15

SAMPLE Monthly Report March 2017 16

Key Insights

17

• XX

• XX

• XX

• XX

18

Rich Media Articles

Digital Media MetricsEngagement

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Page Grabber Billboard Smartphone Flex

Undertone

Time Spent Engagement Rate Click Through Rate

00.5

11.5

22.5

33.5

44.5

5

Article 1 Article 2

Nativo

Time Spent Click Through Rate

Digital Media MetricsConsumption

19

Video Radio

0

1

2

3

4

5

6

MobilePre-roll(Fishing)

DesktopPre-roll(Fishing)

CTV(Fishing)

MobilePre-roll

(Hunting)

DesktopPre-roll

(Hunting)

CTV(Hunting)

TubeMogul

Video Completion Rate

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Spot 1 Spot 2

Pandora

Click Through Rate Audio Completion Rate

Paid Facebook Metrics

20

Top 3 Paid Facebook

PostsLikes Shares Comments

Post 1 12 0 1Post 2 47 9 3Post 3 30 6 4

Facebook Post 1

Facebook Post 2

PlatformOrganic

Impressions

Paid Impression

sEngagements

Clicks Video Views

Facebook –Paid Posts 115,000 230,000 49,320 130 199Facebook –Paid Ads 50,000 131,000 20,690 121 175

Organic Social Media Metrics

21

Total Social Media Impressions in March: 600,320

7978

8230

8765

9320

438

468

501 548

200

250

300

350

400

450

500

550

600

7000

7500

8000

8500

9000

9500

Week 1 Week 2 Week 3 Week 4

Tw

itte

r F

ollo

wer

s

Fac

ebo

ok

Fo

llow

ers

Growth in Social Followers - March

Facebook Followers Twitter Followers

Platform Impressions Engagements Instagram – Organic 7,121 3,005

Facebook -Organic 21,403 5,992

Instagram Metrics

22

Instagram Post 1

Instagram Post 2

Top 3 Instagram

PostsLikes Comments

Post 1 48 8Post 2 21 9Post 3 68 2

Website Metrics

23

0

500

1000

1500

2000

2500

3000

3500

4000

Week 1 Week 2 Week 3 Week 4

Website Visits Per Week - March

44%

20%

19%

17%

Sources of Website Visits - March

Paid Media Direct Organic Search Social Media

Website Metrics

24

Page Visits Started on Page Average Time on Page

Page 1 1,430 68% 1 Min 45 SecsPage

2 1,158 36% 1 Min 12 SecsPage

3 938 21% 53 SecsPage

4 760 9% 59 SecsPage

5 616 7% 43 Secs

Video Views Complete Complete Rate

Video 1 830 310 37.3%Video 2 423 101 23.9%

Website Metrics

25

Scroll Rate on Benefits Page

Page Visits1,158

Scrolled 25%750

Scrolled 50%512

Scrolled 75%470

26

Earned Media MetricsEarned Activity Date Medium Impressions

Activity 1 3/4/2017News Story 23,000

Activity 2 3/15/2017News Story 84,000

Activity 1 Activity 2

PAST CWC COMMERCIALSMICROSITE

27

APPENDIX

28

Expired Campaign TV Spots Renewal Costs (One Year)

NAME OF SPOT YEAR EXPIRATION DATE

Renew Cost (Colorado Broadcast, paid digital ads, TV)

Renew Cost (website,

YouTube ONLY)

Frenemies: End of Day 2016 Jun-17 N/A N/AFrenemies: Coffee Break 2016 Jun-17 N/A N/A

Hug a Hunter: Café 2013 Sep-15$11,461.00 $6,847.50 Hug an Angler: Gas

Station 2013 Sep-15Hug an Angler:

Biker/Angler 2012 Sep-16$7,996.75 $3,857.50

Hug a Hunter: Hunter/Hiker 2012 Sep-16

TOTAL $19,457.75 $10,705.0029

Renewal OptionsScenario #1: In perpetuity on client website only (using YouTube as host, marked as unlisted)

• Cost: $43,720.00

Scenario #2: In perpetuity, no restriction on usage• NOT OFFERED

Scenario #3: Utilization of expired TV spots for archival/internal purposes

• Available for all expired TV spots

30

SPRING PAID MEDIASTRATEGY

31

Planning Parameters

Timing: March 1st – April 28th, 2017

Target: A18+ who are likely to vote

Geography: Colorado

Budget: $442,656

32

Objective:• Educate the general public about the benefits of wildlife, wildlife management,

and wildlife-related recreational opportunities in Colorado, specifically funded by fees from hunting and fishing licenses.

Strategy: • Cross-device target Coloradans with high impact and educational messaging.

• Utilize a variety of messaging tactics to communicate additional benefits.

Objective & Strategy

33

Media Tactics

RADIOTV

DIGITAL

DIGITAL

34

TV: Broadcast & Cable

Markets: DenverColorado SpringsGrand JunctionDurango

Impressions: 7,139,735

Reach a broad audience of video viewers via linear TV channel.

35

Digital: Pre-Roll Video

Connected TV Pre-roll

Cross Device Pre-roll

Partner: TubeMogul

Units: Cross Device Interactive Pre-RollConnected TV Pre-Roll

Impressions: 3,439,831

Extend video reach past linear TV while driving efficiency with cross-device pre-roll.

36

Digital: Rich Media

Partner: Undertone

Units: Page Grabber (full page takeover)Mobile Flex (full screen takeover)Desktop Billboard

Impressions: 4,891,534

Utilize cross-device rich media to grab attention and host multiple pieces of content.

37

Digital: Custom Content

Native ads

Partners: Nativo, TubeMogul

Units: 2 Custom ArticlesNative Ads

Article thought starters:- Top 5 Reasons to Hug a Hunter- 10 Ways Hunting & Fishing

Helps CO Wildlife

Impressions: 2,601,563

Distribute content within native environments, driving deeper knowledge, website traffic and earn media through social shares.

Custom Article38

Partner: Facebook

Units: VideoCarousel Content CanvasPromoted Posts

Drive engagement and conversation with paid media while leveraging new platforms to reach new audiences.

Digital: Paid Social

39

Station: NPR

Markets: Colorado

Spots: 336

Radio: Streaming

Partner: Pandora

Units: Mobile Audio AdsClickable Banners

Impressions: 6,739,130

Complement terrestrial radio with streaming audio for targeted reach and visual aids.

40

Considered, but not recommended

41

Budget Breakout

Television41%

Digital41%

Radio11%

Social7%

Paid Media Flowchart

42

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 2 4 6 8 10 12 14 16 18 20 22 24 26 28TelevisionBroadcast/Cable Various Partners :30s commercials on AM/PM News & Prime Access 7,139,735 182,445$

DigitalPre-roll Video Tubemogul :30s cross device pre-roll on mobile, tablet, desktop & CTV 3,439,831 50,000$ Rich Media Undertone Rich media units on mobile, tablet & desktop 4,891,534 90,000$ Custom Content Nativo, Tubemogul Custom articles (2) & native ads 2,601,563 40,000$ Social Facebook Promoted posts 2,835,000 28,350$ Ad Serving Fees DCM Fees for serving ads - 1,861$

RadioStreaming Radio Pandora :15s & :30s mobile audio commercials & banners 6,739,130 50,000$ Terrestrial Radio NPR :10s audio spots 336 13,050$

GRAND TOTAL 27,646,793 442,656$

Colorado Wildlife Council

March 1st - April 28th, 2017Spring 2017 Media

April Budget

March Details Partners Mediums Impressions