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.