“MEET US” CAMPAIGN
CAMPAIGN OVERVIEWLaunched Ad Campaign Oct. 21, 2013
3 national outlets:Bizo.com, IDGTechNetwork.com and SpecificMedia.com
26 regional media outlets across 15 cities:Los Angeles, Dallas, Houston, Washington D.C., Pittsburg, Denver, San Antonio, New Orleans, Evansville, Oklahoma City, Tulsa, Fresno, Albany, Austin and Midland
4 trade media outlets:American Oil & Gas Reporter, Rigzone, World Oil and E&P Magazine
IDGT NETWORK
SPECIFIC MEDIA
LOSANGELES.CBSLOCAL.COM
DENVERPOST.COM
RIGZONE.COM
WORLDOIL.COM
CAMPAIGN RESULTS Campaign still in market through early December.
Achieving goals of expanding awareness and driving new traffic to AAPL website.
From Oct. 21-Nov. 24, results include: 28.3 million impressions 81,830 click-throughs from media outlet to
AmericasLandman.com 4,695 total views of 7 videos on YouTube 33 new Twitter Fans 76 new Facebook “Likes”
PUBLIC AWARENESS CAMPAIGNS
EAGLE FORD PUBLIC AWARENESS CAMPAIGN Duration: August 1–
October 31, 2013
Location: High-production areas throughout 17 counties in the Eagle Ford Shale region.
EAGLE FORD CAMPAIGN RESULTS
Forty-two full-page, full-color ads in 21 local print newspapers with a combined circulation of 112,296 residents – Nearly double the number of print ads in the Marcellus Public Awareness Campaign.
Eighteen billboard ads along major thoroughfares in the shale play with almost 9.1 million total impressions – 4.9 million more impressions than those of the Marcellus campaign.
EAGLE FORD CAMPAIGN RESULTS
Eight earned media placements totaling 52,164 impressions and $5,515.86 in estimated advertising value; and
Significant increase in the quality of website traffic to AmericasLandman.com, including: 1,068% increase in number of pages
viewed; 4% decrease in bounce rate; and 10% increase in returning visitors.
Total Impressions: 9,263,121 Eagle Ford Residents
UP NEXT
Niobrara Public Awareness Campaign
Location: 10 target counties throughout Colorado and Wyoming
Method: Two full-page, full color ads in 15 local print newspapers and 11 three-month billboard ads.
Duration: November 1, 2013 – January 31, 2014
Timing: Will coordinate with NAPE Rockies, December 11-13, 2013 in Denver, Colorado.
AWARDS
2013 TIPRO TEXAS TOP PRODUCERS
Best Landman Winners: Mona Ables Jim Devlin Tim Custer
Best Landman Finalists: Randy Browne Joseph DeWoody Pamela Feist Todd Liebl Fred Schantz Brooks Yates
2013 “WHO’S WHO IN ENERGY” AWARDS
“Who’s Who in Energy” Winners: Roger Soape Jeanine Haller-
Piskurich David Cape Leon Hirsch
Finalists: Carl Campbell Randy Nichols
AWARDS OVERVIEW YEAR-TO-DATE
AAPL and its leaders won multiple energy and communications industry awards in 2013, including:
2012 Annual Report Calendar: 2013 Awards for Publication Excellence (APEX) Award of Excellence 2013 International Association of Business Communicators (IABC)
Dallas Quill Award of Excellence 2013 IABC Southern Region Silver Quill Award of Merit
2012 “Insist on a Professional” Public Awareness Campaign: 2013 IABC Bronze Quill Award of Excellence 2013 IABC Dallas Quill Award of Excellence 2013 IABC Southern Region Silver Quill Award of Excellence
AWARDS OVERVIEW YEAR-TO-DATE
AAPL Member Mark Logo Design: 2013 IABC Bronze Quill Award of
Excellence 2013 IABC Dallas Quill Award of Merit
AAPL Member Mark Brand Launch: 2013 IABC Bronze Quill Award of
Merit 2013 IABC Dallas Quill Award of
Excellence (Perfect Score) 2013 IABC Southern Region Silver
Quill Award of Merit
MEDIA RELATIONS
COVERAGE OVERVIEW YEAR-TO-DATE
Total Results: 26 media results in 20 outlets in across the U.S.*
Total Impressions: 3,700,199*
Estimated Ad Equivalency: $43,974.03*
* Note: Impressions and ad equivalency do not include the recent “Who’s Who in Energy” or Associations Now media coverage, which were published at time of board report creation.
“WHO’S WHO IN ENERGY”
Published on November 22, 2013 in the: Austin Business Journal Columbus Business First Dallas Business Journal Denver Business Journal Houston Business Journal Pittsburgh Business Journal San Antonio Business
Journal St. Louis Business Journal
Impressions: 102,011 and counting
CONTRIBUTED NEGOTIATOR ARTICLE Submitted article by
Don Key, published in November issue of the Canadian Association of Petroleum Landmen.
Explores the state of the shale plays in lower 48 states.
AAPL invited to submit second article for January 2014 issue.
ASSOCIATIONS NOW FEATURE ON “MEET US” Secured feature article
on the success of the “Meet Us” campaign
Published November 27, 2013 on the website for Associations Now, the magazine for the American Society of Association Executives (ASAE)
Impressions: 22,910 and counting
2013 IN CONCLUSION
BROADER EXPOSURE, BROADER PRESENCE
Tactical execution in all of these areas has yielded AAPL: Increased brand awareness among consumers
across the country – particularly in established and emerging shale plays.
Significant increases in traffic to AmericasLandman.com and AAPL’s social media channels.
Greater visibility of AAPL leadership and members through ad campaigns, contributed articles, media outreach and awards.
Improved visibility among peers for excellence in marketing and communications.