AAHSA Smart Media Choices

S U N D AY, O C TO B E R 3 1 , 2 0 1 0

Smart Media Choices

Introduction/ Topics for discussion

Gigi BurtonMedia Director, GlynnDevins

Media habits and trends

Carmen Laughlin

Account Group Director, GlynnDevins

Integrated media

Cathleen ToomeyVice President of Marketing, RiverWoods at Exeter

Practical strategies and media tactics

Who are you target ing?

Poll

General Media Trends

Media Vehicles – Fragmentation and Time Spent

Trends in Primetime TV Viewing

1950 1962 1986 20060%

10%

20%

30%

40%

50%

60%

70%

80%

#1 ShowTop 10 Avg.

The Changing Media Landscape

We spend more time with media than ever before

New distribution methods

for traditional media

Different platforms available

Consume multiple media concurrently

View on your “own time”

Personalization of media

The Changing Media Landscape

We spend more time with media than ever before

The Changing Media Landscape

More TV viewing

More TV’s than people

Time-shifting

TV Viewing at All-time High

Influence of the Internet

Internet is an integral part of one’s media choices

Digital media is now “mainstream”10 years ago, considered alternative media

Daily online news use has increased by about a third since 2006*

*Pew Internet and American Life Project study

Media Trends

1993 1996 1998 2000 2002 2004 2006 2008

Listened/read yesterday

% % % % % % % %

Newspaper 58* 50 48 47 41 42 40 34

Radio News 47* 44 49 43 41 40 36 35

Regularly Watch

Cable TV News -- -- -- -- 33 38 34 39

Local TV News 77 65 64 56 57 59 54 52

Nightly Network News

60 42 38 30 32 34 28 29

Network Morning News

-- -- 23 20 22 22 23 22

Online for News Three or More Days a Week

-- 2** 13 23 25 29 31 37

Newspaper Readership/Local TV News viewing Declines; Internet News Increases

Pew Research, 2008

Influence of the Internet

Newspapers

Newspaper Readership declining in every age group

Scarborough Research Survey Data, 2008

Influence of the Internet

1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 20080

10000

20000

30000

40000

50000

60000

70000

Newspaper Circulation

TV CABLE INTERNET

Timeline: 1940-2008

Circulation (000s)

Media Trends

Bad economy impacted advertising industry Ad spending decreased dramatically in 2009 Traditional media hit the hardest

Newspaper – is it the end?

Adaptation Is Key - Newspapers

Changes

Cutbacks in staff

Reduction of delivery area

Elimination of special sections

Results

Save $ on bottom line

Less flexibility for advertisers

Less targeted areas for editorial

Adaptation Is Key - Newspapers

Changes

Publication size changes

New printers

Expansion into new venues

Results

More “user friendly”

Better quality

Media websites

Niche websites

The Changing Media Landscape

Relaxed rules between editorial and advertising

La Times front page on 3/12/10

The Changing Media Landscape

Future of Newspapers

Television

Media Trends - Television

Time shifting 29% of homes have a DVR Live TV viewing has dropped 4%* 13% drop for the four big broadcasters

Top 5 DVR’d shows in 2009 Grey’s Anatomy Criminal Minds The Office Big Bang Theory Private Practice

*Nielsen, 2009

*Pew Internet and American Life Project study

Adaptation is key - Television

Changes

Switch from analog to digital (HDTV)

Results

Improved sound and picture quality

More room on digital signal EQUALS more programming

New platforms – phones and other handsets

Adaptation is key - Television

Changes

Interactive television on Digital TV

Results

Viewer interaction with TV content

Build a database of qualified leads from opt-in list

Adaptation is key - Television

Changes

Addressable TV is coming!

Results

Targeted, relevant messaging

Less waste

No longer “mass” medium

COMMERCIAL

Senior Media Usage

Media Philosophies for Reaching Seniors

Traditional media vehicles work best Newspaper and television reach the

largest number of seniors News is a key area of interest Magazines can reach a niche, hard-to-

target audience

Affluence Affects Media Consumption

Affluence

Television viewing

Cable subscribership

Internet usage

NPR/Public TV viewing

News Consumption Differs By Age Group

Pew Research 2008

Weekly Time Spent in Hours: MinutesBy Age Demographic 4Q 2009

K2-11

T12-17

A18-24

A25-34

A35-49

A50-64

A65+ P2+

On Traditional TV

25:17 23:24 26:14 31:58 35:40 42:38 47:21 34:37

Watching Time shifted TV

1:33 1:15 1:28 2:58 2:44 2:22 1:10 2:04

Using the Internet

0:24 1:21 3:45 5:20 6:35 4:53 2:17 3:56

Watching Video on Internet

0:04 0:15 0:39 0:35 0:33 0:17 0:06 0:22

Mobile Subscribers Watching Video on a Mobile Phone

n/a 0:21 0:08 0:06 0:01 <0:01 n/a 0:04

Source: The Nielsen Company(Credit: Nielsen)

ARE YOU INCLUDING ONLINE DISPLAY ADVERTISING IN YOUR MEDIA PLAN?

Poll

The Changing Media Landscape

Research - #1

Email - #2

Shop- #3

Content Here

Generation gap – mobile

Senior Media Consumption

Cell phone use - high

Mobile web use - low

The Changing Media Landscape

Online Display

Paid online ads such as bannersTargeting capabilities available increase

relevanceAge/geoBehavioral

Online Display Advertising

Benefits

Increase reach

Target ACI audience

Hesitant buyers or in information seeking stage

Results

Increase in web traffic

Better engagement on site

Handful of conversions

Three- year outlook

Three-year Outlook

Media evolving at rapid pace

Old methods of media measurement will be irrelevant

Broadcast media will be targetable

More adventurous with choices

Still consume traditional media

Media Opportunities Are Everywhere

Integrated Media Decisions

The New Media Mix

Traditional media New technology applications

The right mix depends on your objectives

Integrated Media Decisions

Awareness

Reach a broad base of prospective customers

THROUGH

Mass media choices that “deliver eyeballs”

Inquiry

Reach prospective customers with a proclivity to act

THROUGH

Targeted media choices that are

modeled from buyer profiles

The New Addition

Awareness Engagement Inquiry

Reach prospects in a contextually relevant

environment

Personalized media choices which

address the customer’s query

THROUGH

Mass Media Targeted Media Personalized Media

Objective

Announce a

redevelopment

in a large,

urban market

Media Mix

Objective

Reach beyond a saturated suburban

market area

Media Mix

Objective

Introduce memory support

product line

Media Mix

Media Case Study

Retirement Community in Exeter, NH

RiverWoods

Retirement Community in Exeter, NH

Not-for-profit type “A” CCRC• Founded by residents

• 1994 – Original campus 200 IL apartments (AL, Skilled)

• 2004 – Second campus100 IL apartments (AL, Skilled)

Retirement Community in Exeter, NH

Current status• Opened third campus in March 2010

100 IL units Achieved 80% occupancy in first three months

• Existing two campusesMaintain 97% occupancy

RiverWoods

Marketing Challenge

• Atypical and disaggregated prospect base

1/3 from New Hampshire

1/3 come from New England

1/3 come from rest of U.S.

• Underfunded ad dollarsExpensive media market (Boston)

RiverWoods

Case Study

Objective

Extend brand awareness throughout the region

Low investment costs with high visibility

Answer

Selected one local TV station for 100% share

Integrated solution (TV/online) which included production

Results

40% increase in phone calls140% increase in emailsVideo clips enhanced web presenceIncrease in “buzz” among residentsIncrease in “awareness”Not a response vehicle

RiverWoods Commercial

Questions to Ask Yourself

What are my media assumptions and when did I last challenge them?

Am I considering social media in my marketing mix?

How can I revise my marketing plans to include a 24 hour prospect portal?

Have I analyzed my lead source report this year versus 5 years ago?

The Changing Media Landscape

Take-aways

Share your challenges with agency, and be open to new ideas

Be aware of changes in your market

Don’t put all your eggs in one basket

Expect to see more integrated, multi-media campaigns

Look for opportunities for targeting based on age, geography, income and other qualifiers

Wheel and deal

Media Consultation

GlynnDevins complimentary media consultation Evaluation of current media plan Media market trends Media buying strategies

Leave your business card and we’ll get back to you

Questions