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NATIONAL YOUTH MEDIA CAMPAIGN Media Plan Recommendation April, 1998

National Youth Media Campaign

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Page 1: National Youth Media Campaign

NATIONAL YOUTH MEDIA CAMPAIGN

Media Plan Recommendation

April, 1998

Page 2: National Youth Media Campaign

2

Table of Contents

I. Media Plan Development Process

II. Overall Media Objectives

III. Media Strategies

Target Audience

Geography

National/Local Media Balance

Scheduling

Communication Goals

Budget

8

10

12-16

17

18

19-20

21

22

Page

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IV. Media Tactics

Recommended Media Elements

Multi-Media Corporate Packages

– Media Events Approach

– Existing Media Events

– Custom Made Media Events

– Media Plan Elements

– National Television

– National Radio

Table of Contents

24

25-

29

25-29

30

31

32-36

38-43

44

Page

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– National Print

– In-School

– Cinema

– Video Arcades

– Local Television

– Local Radio

– Local Newspaper

– Out-of-Home

– Prototypical Online Media Plan

Table of Contents

IV. Media Tactics

45-46

47-48

49

50

51-53

54-55

56

57-58

60-72

Page

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Table of Contents

V. Recommended Media Plan

Spending Allocation/Flowcharts

VI. Media Plan Delivery Analysis

VII. Media Match Strategies

VIII. Conclusion

74-81

83-84

86-87

89

Page

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IX. Appendix

“A Day In The Life” of the Target Audience

Target Audience Media Usage Analyses

CPM Analysis

Planning Cost Assumptions Summary

Print Ranking Report

Sample Local Radio Ranking Report

Considered Media Elements Summary

TV Wear-out Analysis

Table of Contents

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I. Media Plan Development Process

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Media Plan Development Process

Coordinated effort including input from ONDCP, Creative Media, Porter Novelli, PDFA and Campaign Design Expert Panel.

Innovative approach to media plan given the need to break through and stand out.

Conservative estimates used to allow for realistic, achievable objectives.

Bates/Zenith incorporated recommended media plan strategies into the planning and execution of Phase I.

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II. Overall Media Objectives

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Overall Media Objectives

Elevate the awareness and profile of the anti-drug campaign to levels previously unobtainable via the use of solely pro bono support.

Provide levels of reach and frequency of exposure which will provide an effective continuous presence for the anti-drug campaign, recognizing that drug abuse is an everyday problem.

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III. Media Strategies

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Youth 9-1012.5%

Youth 11-1325%

Youth 14-1812.5%

Other Adult Influencers

10%Parents40%

Target Audience Emphasis

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Media Buying Targets

MediaBuyingTargets

CampaignTargets

Youth

12–1812–18

99 1010 1111 1212 1313

6–116–11

Parents and OtherAdult Influencers

AdultsAdults25–5425–54

1414 1515 1616 1717 1818

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Target Audience

Marketing Targets

Primary: Youth ages 9-18

Primary focus on middle school

Secondary focus on high school

Tertiary focus on late elementary

Secondary: Parents and other primary caregivers of youth ages 9-18

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Target Audience

Marketing Targets

Tertiary: Other youth influentials (e.g. other adult family members, older siblings, teachers, principals, coaches, faith community, youth group leaders, mentors, health care providers, celebrities)

Ethnic target segments will be delivered proportionate to their representation within the population.

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Target Audience

29 MM (11%)

195 MM (73%)

10 MM (4%)

32 MM (12%)

Source: 1990 Census

2 MM (<1%)

The media plan is inclusive in its delivery of all ethnic segments that compose the target audience:

White

Black

Hispanic

Asian & Pac.Islander

AmericanIndian

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Geography

Provide national support recognizing that drug abuse is a nationwide problem.

Utilize local media vehicles in order to allow for localization of advertising messages.

Support community-based anti-drug organizations

Encourage corporate partnerships at a local level

Maximize media match potential

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National/Local Media Balance

Media usage must balance the inherent economic efficiency of national media vs. the need to localize messages and connect with important grass-roots activity.

On average, teen-directed local media carries a 37% premium vs. national media elements

The communication strategy calls for the achievement of the following message delivery objectives:

Adults Youth 9-18

National Messages 90% 50%

Localized Messages 10% 50%

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Scheduling Strategies

Create high impact “Media Events” during the year (i.e., quarterly) to generate significantly higher awareness levels than would be provided by a purely continuity-based plan.

Build “Media Events” around high rated, high profile television events, while allowing for scheduling flexibility pending final negotiated television packages.

Provide effective sustaining media levels to bridge periods in between the “Media Events.”

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Scheduling Strategy

Continuity Continuity Continuity Continuity Continuity

Media Media Media MediaEvent Event Event

Paid Media

Event

PSAsMedia Match

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Communication Goals

The media plan has been built using a “task-based” approach.

The combination of media elements will achieve desired communication effectiveness.

The stated target audience reach/frequency goal is 90/4.0 on a weekly basis.

During select times of year, advertising will be at even higher levels to create large spikes of awareness, visibility and impact.

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Budget

Develop the paid annual media plan using a budget of $150MM gross.

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IV. Media Tactics

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Recommended Media Elements

NATIONAL

National Television National Radio National Print

LOCAL Local Television Local Radio Newspapers Out-Of-Home

Multi-Media Packages

Special TV Events

In-School

CinemaVideo Arcade

sOnline

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The Corporate Media Partnerships Approach

Campaign objectives will best be served by elevating the negotiation of media components to the highest corporate levels within multi-media companies.

Maximizes the potential of the Media Match– Recognizes varying intra-company demand

on media inventory Leverages full marketing synergies

– Maximizes the use of both traditional and non-traditional media components

Encourages the involvement and commitment of top management

– Increases the likelihood of successful and coordinated execution

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Potential Corporate Media Partners

CBS TV Network

Nashville Network

Country Music Television Network

CBS Radio Network

NBC Radio Network

The NeXt Net

Westwood One Radio Networks

TDI

Fox Broadcasting

Fox Kid’s Network

Fox Sports Net

Fox Family Channel

FX

News America Digital Publishing

News America FSI

TV Guide

ABC TV Network

ABC Radio Networks

ESPN Networks

Disney Magazine

Radio Disney

Theme Parks

Home Videos

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Potential Corporate Media Partners

NBC TV Network

MSNBC

CNBC

CNN, CNN/SI

TBS

TNT

Cartoon Network

Home Videos

Online

Direct Mail

Book/CD Clubs

Cable/Magazine Bills

DC Comics

NBA

Inside Stuff

Parenting

People, Teen People

Sports Illustrated

SI for Kids

Time, Time for Kids

WB

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Potential Corporate Media Partners

Primedia

Channel One

Cover Concepts

Lifetime Learning Systems

Seventeen

Weekly Reader

MTV

Nickelodeon

Nick-At-Nite

VH-1

Blockbuster

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Potential Corporate Media Partners

Electronic Communication Boards in High Schools

Teen/Teachers Web Sites

Custom Events/Promotions

Custom Elementary, Junior High and High School Programs

Sampling/Distribution

Retailer Tie-ins (e.g., Toys R Us, Blockbuster)

Scholastic Magazines

Book Clubs/Book Fairs

Classroom Television/Video

Online Site/In-School

Television/Movie Production

Software Clubs/Catalog

Community Parks Association

MARKET SOURCE

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Media Events Approach

Quarterly “Media Events” will consist of a combination of existing television/media events and custom made media events developed with media partners.

Existing and custom made media events will provide strong delivery of the target segments, as well as high profile “showcase” environments.

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Existing Media Events

SPORTING EVENTS

AWARD SHOWS

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Billboard Music

Awards

MLB Playoffs

MTV Music Video Awards

MTV Movie Awards

NBA Playoffs

NHLPlayoffs

Academy Awards

NCAA

Grammy's

Super Bowl

College Bowl

Games

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Custom Made Media Events

Themed “Touched by an Angel”/ “Walker Texas Ranger”

Themed Half Hour Comedy Cast Member PSA’s in

Program News Hour/CBS This Morning Sports Tags Miss Teen USA Music Assistance Program Ask The Expert Days on

CBS O&O’s NCAA Tournament Tie-ins Grammy Awards Tie-ins

Mall Video Kiosks, McDonald’s and American Airlines Exposure

ESPN Radio Network In-Program Segments

ABC Radio Network Musician/Celebrity Interviews

National “No To Drugs” Day

Disney Drug Awareness Symposium

Online Tie-ins/Sponsorships with ABC, ESPN and Disney

Themed Interstitials on TGIF and Saturday morning

PSA’s using Wonderful World of Disney/ TGIF/Sport Figures/ ESPN Talent

Anti-Drug Program-ming on GMA, WNT, 20/20, Soaps, Sports, etc.

ESPN/ESPN2 “Cutting Edge Sports” Sponsorship

Secure Partner to Provide and Distribute Brochure

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Custom Made Media Events

“Celebrity” Advertorial Series in Time Inc. Magazines

Customized DC Comic Books

NBA Tie-ins Through SI for Kids/Inside Stuff

US Comedy Arts Special Sponsorship

Book, CD and Video Clubs

Cable Bills

Teen Saturday Tie-In

Drug Awareness Day, Week or Month (Themed Line-up)

“Party of Five” Episode TV Guide Tie-in News American FSI FOX Kids Network FOX Family Channel PSA’s on Video Releases

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Custom Made Media Events

MTV News Specials, Movie Awards, Video Music Awards, Sports and Music Festival

Nickelodeon News Segments, Kids Choice Awards, Nick Takes Over Your School, The Big Help

Blockbuster Anti-Drug PSA “Loop”, Store Locations used as Entry Point for Marketing Programs

“Drug Report Card” Channel One Town

Hall Event Pre-Prom Event in

Seventeen Magazine, Weekly Reader and Channel One

In-School Curriculum Programs (Back-to-School and New Year’s Resolution)

National PTA Drug Awareness Week

“Stay Cool” Summer Program with Channel One, Weekly Reader, In-School, Lifetime Learning Systems (i.e. Summer Camp Program)

Whatnext.com Online Promotion

Drug Free World Coloring /Craft Project

Say No To Drugs Essay Contest

Say No To Drugs Pledge Program

What Next Traveling Tour

MARKET SOURCES

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Custom Made Media Events

Custom Comic Book Section Series and Distribution

Teen Poster Contest

Teen Anti-Drug Pledge

Sponsored Interactive CD

MARVEL/NIGHTINGALE KATZ DIMENSIONS

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Custom Made Media Events

Music Calender Series Profiling Musicians Whose Lives Have Become Affected by Drug Abuse, Speaking with Band Members, family members.

On Air “Fantasy Concert” and Interviews with Bands Plagued by Drug Abuse

Musician and Sports Figure PSA’s

Incorporate Drug Abuse discussion into Interview Shows/ other Relevant Programming

Presence at Affiliated Concert Events

Tie-Ins with Grammy Awards and other major events

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Media Plan Elements

The ONDCP paid media plan consists of a variety of media elements or “building blocks” which will most effectively deliver Anti-Drug messages to the various target segments.

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Media Tactics

National Television

Use national television to provide broad reach among all target segments, and to take advantage of targeted programming opportunities.

Primetime will provide highest ratings and greatest visibility. ABC/FOX skew recommended due to younger skewing programming.

Early Morning will provide efficient delivery of the adult target segment, particularly mothers. Talk Show/News formats conducive to initiating drug abuse coverage.

Cable provides efficient and extremely targeted opportunities to reach all target segments.

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Media Tactics

National Television

Sports will provide exposure to all the target segments (particularly adults), and will be a high impact environment to reach the youth targets given the “role model” status of athletes

NBC’s Saturday Line-up provides highly targeted vehicles for reaching the teen target, as well as the younger kid target

Kid Network, both Monday-Friday afternoon and Saturday morning, will reach kids, and younger teens as well, in large numbers

Hispanic Television (i.e., Univision and Telemundo) will provide broad reach among the Hispanic community, within a mix of appropriate adult (primarily) and teen/kid programming environments.

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Media Tactics

Television Programming Selection Criteria

Advertise on programs with high ratings and/or composition of the target segments (see TV rankings in appendix), taking efficiency into account as well.

Seek out opportunities to advertise on “All Family” programming where parents and children are watching together: (e.g., Wonderful World of Disney, Thanksgiving Day Parade, Frosty the Snowman, The Wizard of Oz, ET, etc.)

Advertise on programs featuring content that would be conducive to an anti-drug message (e.g., programs dealing with teens, family or social issues)

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Representative National Television Networks Programming

PARENTS Home Improvement Seinfeld Friends Veronica’s Closet E.R. NYPD Blue Touched by an

Angel

PRIMETIMEPRIMETIME

TEENS Home Improvement Seinfeld Friends Beverly Hills 90210 King of the Hill

KIDS Home Improvement Boy Meets World Teen Angel You Wish Sabrina - Teenage Witch Wonderful World of

Disney

Family Channel

TBS TNT USA

PARENTS BET CNN ESPN

CABLECABLE

KIDS Cartoon Network Nickelodeon

TEENS BET ESPN2 MTV

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Representative National Television Networks Programming

Hang Time

Saved by the Bell

City Guys

Ultimate Goosebumps

Disney’s Saturday Morning

Eerie, Indiana

Sam & Max

Space Goofs

Ninja Turtles

Life With Louie

Casper

MLB

NBA

NCAA Basketball

NCAA Football

NFL

NHL

NBC SATURDAYNBC SATURDAY KIDS NETWORKKIDS NETWORK SPORTSSPORTS

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Representative National Television Networks Programming

CBS This Morning

Good Morning America

Today Show

Telemundo

Univision

HISPANICHISPANICEARLY MORNINGEARLY MORNING

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Media Tactics

National Radio

National radio will provide highly efficient delivery of both the teen and adult target segments, and generate significant levels of frequency of exposure among these targets.

Radio is a favorite medium of teens, and teens are more receptive to advertising messages in radio than any other medium. (Source: Teenage Resource Unlimited, Marketing & Lifestyles Study 1994)

In addition to general market radio (e.g., ABC and Westwood One Network), ethnic radio networks (e.g., American Urban Radio Networks for African-American and LBC and Hispanic Radio Network for Hispanic) should also be purchased to help deliver these ethnic groups within relevant environments.

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Media Tactics

National Print

Print will be used to reach the various age segments, with an emphasis on adults, within targeted and relevant environments.

The Print Plan will include magazines from a variety of categories to accomplish this goal:

SportsSunday SupplementsTeenUSA TodayWeekliesWomen’s Service

Educators/School Administrators/CoachesEntertainment/HollywoodEthnicKidsMusicParenting

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Media Tactics

Preliminary Print Consideration List

Entertainment/Hollywood Ethnic Kids Music Disney Magazine Ebony Boy's Life Rolling StoneEntertainment Weekly Jet Nickelodeon SpinUs NBA Inside Stuff VibeHollywood Reporter Sports Illustrated for KidsVariety 3-2-1 Contact

Disney Adventures

Sunday Supplements Teen USA Weekend DC Teens (Comics) Marvel Comics Weeklies Parade Seventeen GamePro TV Guide

Teen Exploring PeopleSports YM Contact TimeSports Illustrated Teen People Girls' Life US News & WorldInside Sports React Scholastic Classroom Mag. NewsweekSporting News

Women's Service Parenting National Newspaper Educators/School Better Homes & Gardens Family Fun USA Today Administrators/CoachesFamily Circle Parents American TeacherFirst for Women Working Mother Curriculum AdministratorGood Housekeeping Parenting Education WeekLadies Home Journal Family Life TeacherMcCall's Child NEA TodayRedbook Physical Education DigestWoman's Day

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Media Tactics

In-School

In-school media will play a key role in the plan, delivering messages to the primary youth target in a learning environment and in a relevant, interactive manner.

In-school media will also be used to encourage and solicit the involvement of parents, teachers and other key influencers.

The in-school Program will likely include the use of the two or more major in-school media companies (i.e., Market Source, Primedia and Scholastic), although other in-school media applications are possible as well.

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Media Tactics

In-School

The In-School Program would likely consist of some or all of the following elements:

Channel One In-School TV Weekly Reader/Scholastic Magazines Curriculum Programs Book Covers/Bookmarks Locker Room Gymboards Online Applications (e.g. S.T.E.P. Program) Electronic Messaging Boards High School Newspapers/Magazines

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Media Tactics

Cinema

202 markets, 10,050 screens, 30% U.S.

Movie theater advertising will deliver the anti-drug message to all three target segments with tremendous “Big Screen” impact.

Moviegoers tend to skew younger, with the highest attendance being among young adults, as well as teens and kids.

Provides the opportunity to showcase “special creative,” as well as the ability to rotate commercials by geography and/or movie rating (e.g., G, PG, R, etc.).

Provides the opportunity to extend the message into theater lobbies, distribute information and take advantage of other added value opportunities.

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Media Tactics

Video Arcades

125 locations, 66 major markets, 64%U.S.

Advertising in video arcades will reach predominantly teens 12-17 (47% of audience), and kids 6-11 as well (12%), within a favorite leisure time environment.

Message delivery likely to be well timed, given the arcades highest usage on weekends and after school.

Provides opportunity for high impact creative synergistic with video game type graphics.

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Media Tactics

Local Television

Schedule support in the top 75 markets (approximately 80% U.S.) to allow for greater localization of messages, as well as greater local matching and corporate sponsorship activities.

Structure an “early fringe unwired network” to reach primarily kids and teens, but moms as well, during the after school/pre-dinner time period.

Timely message delivery will potentially spur dinner conversation on the subject.

Schedule weight during the primetime access daypart to deliver high ratings among teens, adults and to a lesser degree, kids.

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Media Tactics

Representative Early Fringe Programming

TEENS 12-18

Ninja Turtles

Goosebumps

Power Rangers

Spider Man

Life With Louie

Sweet Valley High

MOMS/PARENTS

Oprah Winfrey Show

Judge Judy

Ricki Lake

Home Improvement

Dr. Quinn-Medicine Woman

Geraldo Rivera

Sally Jesse Raphael

KIDS 9-11

Ninja Turtles

Goosebumps

Power Rangers

Bobby’s World

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Media Tactics

Representative Prime Access Programming

TEENS 12-18

Home Improvement

Simpsons Seinfeld Mad About You Frasier

MOMS/PARENTS

Home Improvement

Simpsons Seinfeld Mad About You Frasier Entertainment

Tonight Jeopardy Wheel of Fortune

KIDS 9-11

Home Improvement

Simpsons

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Media Tactics

Local Radio

Schedule support in top 75 markets (approximately 80% U.S.) consistent with local television support.

Local radio will be used predominantly to reach teenagers by partnering with the dominant teen station(s) in each market

Local radio accounts for the differences in musical preferences across markets, and teens often have a strong association with a local station and its personalities.

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Media Tactics

Local Radio

Local radio provides tremendous opportunities to tie-in a local station(s) as a partner in the anti-drug effort and to expand the campaign beyond on-air support:

High School Partnership

High School Concert Promotion

Local Celebrity Tie-in

Concert/Local Market Events

Poster Contest

Anti-Drug Pledge

Sponsor Interactive CD

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Media Tactics

Local Newspapers

Newspaper plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities

Newspapers will provide broad coverage of the local markets and deliver the message within a newsworthy environment.

Creative messages can be placed within sections of the newspaper dealing with family (e.g., Home Section) or other pertinent editorial.

Newspapers will help to deliver the message to thought leaders and other key influential groups.

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Media Tactics

Out-of-Home

Out-of-Home plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities.

Out-of-Home will be used to target all three target segments, and provide a consistent reminder message to these targets:

30 Sheet Posting offers total market coverage plus targeting of schools, playgrounds and parks.

Shopping Malls provide an excellent opportunity to reach 15-44 age group, which represents 65% of the mall audience. In addition, over 95% of all teens frequent shopping malls 4-6 times per month.

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Out-of-Home

8 Sheet Posters provide good coverage of schools and neighborhood coverage of after school activity areas in concentrated ethnic population areas.

Bus Shelters provide supplemental coverage in many markets, and are the primary vehicle in some markets due to geographic efficiency.

Basketball Backboards in school playgrounds will reach kids and teens in urban markets.

Subway Car Cards/Urban Panels (New York) are highly used by the target segments and are located in close proximity to urban school.

Media Tactics

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Prototypical Online Media Plan

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Online Objectives - Overall

Build additional awareness of ONDCP campaign.

Provide anti-drug information and resources.

Drive traffic to PDFA and ONDCP sites.

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Online Media Objectives

Target Audience

Primary: Internet-enabled Kids 9-11 and Teens 12-18.

Secondary: Internet-enabled Parents and Educators

– Demographically defined as Adults 25-54.

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Online Media Objectives

Geography

National imperative

Consider emphasis/specific messaging to areas of regional use patterns

Timing

Schedule advertising to coincide with start of ONDCP general media campaign

Recognize seasonal usage patterns (e.g., school access — .edu domains — declines in summer)

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Online Media Objectives

Budget

Develop conceptual sketch plan at $2.7MM level.

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Online Media Strategies

Use a mix of highly-visited navigation sites for reach & targeted content areas to build frequency

Leading navigation sites include AOL, MSN, Netscape, and search engines such as Yahoo!

– Navigation sites are characterized by many, many single visits of short duration = reach.

Target-rich content areas appealing to kids, teens and parents/educators

– Content areas typically host smaller, more loyal audiences who visit frequently.

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Online Media Strategies

Use a significant portion of the budget to develop custom package buy on AOL

Leading commercial online service with 11MM+ subscribers.

Leading means of Internet access — 40% of all U.S. web users access the Internet via AOL.

Approximately $1.0MM net to develop 12-month program with custom ONDCP content, teen chat areas, monthly “town hall meetings,” plus ad banner rotation, and so on.

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Online Media Strategies

Use keywords and targeted topic-area buys on the leading search engines

Most targeted use of these vehicles

Deploy keyword “interdiction” strategy — when user types in drug-related term, ONDCP banner is returned at the top of the search results page.

Use topic areas appealing to kids, teens, parents and teachers

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Online Media Strategies

Select content areas on the basis of target audience coverage and composition

Use @Plan, Media Metrix to estimate audience delivery by site

Use banner response data to refine the online plan and drive the lowest cost-per-click

“Pulse” scheduling pattern allows two-weeks in-flight, one week off, to assess results

Initial benchmark — cost-per-click under $1.00

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Online Media Strategies

Utilize network buys such as Doubleclick to test other buy variables

Time of day, domain, geography, affinity

Work with content sites to develop co-branded and custom content as part of media match for the buy.

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Sample Site Selection

Target: Kids Disney Blast Nickelodeon Yahooligans!

Target: Teens Music: AudioNet, MTV,

Addicted to Noise Movies: Mr. Showbiz, E! Online,

Movielink Chat: Liveworld “Free-mail:” Juno, HotMail Videogaming: HappyPuppy, GameSpot General: Suck, Tripod, The Hub, Swoon

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Sample Site Selection

Target: Parents/Educators

Family.com

Parent Soup

Parenting topic areas on search engines

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ONDCP SiteONDCP Site

AdultsAdultsKids 9-10Kids 9-10

StayOffDrugs.comStayOffDrugs.comPrimary:Primary: 11-13 11-13

Secondary:Secondary: 9-10, 14-189-10, 14-18

PDFA SitePDFA Site

AdultsAdults

Online Media Plan Overview

Broad-ReachSites

SearchEngines

Keywords

TargetedContentAreas

ONLINE MEDIA SUPPORT

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Prototypical Online Media Plan

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V. Recommended Media Plan

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In-School 9%

Radio 8%

Television 64%

Online 2%Cinema 2%

Print 10%

Newspaper 1%

OOH 4%

Recommended Media Plan Spending Allocation

Total Plan — $150MM

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Recommended Media Plan — $150MM

MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR $M

Multi Media Events

Television $98,042

Print $12,981

Radio $13,589

In-school $12,513

Video Arcades $296

Cinema $2,880

Online $2,700

OOH $5,379

Newspaper $1,620

Adults Teens Kids $150,000

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Radio 14%

Television 61%

Online 2%Cinema 1%

Print 4%

OOH 4%

In-School 14%

Recommended Media Plan Spending Allocation

Teens (12-18) — $77MM

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Recommended Media Plan — $150MMTeens 12-18 — $77MM

MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M

Multi Media Events

Television 83 83 83 83TV Events/Prime Network/Sports 28 1,896 $17,259

15 15 15 15Saturday - NBC Teen Line-up 15 780 $3,413

30 30 30 30Cable - MTV, ESPN2 30 1,560 $8,637

20 20 20 20Prime Access Spot (75 Mkts - 78% US) 20 1,040 $11,520

25 25 25 25Early Fringe Spot (75 Mkts - 78% US) 25 1,300 $6,733

Network Radio 35 35 35 35Younger skewing Networks 35 1,820 $3,251

Spot Radio (75 Mkts, 78% US) 35 35 35 35Top local Teen Stations 35 1,820 $7,314

Print 39 39 39 39React, Seventeen, Teen People 10 752 $2,725

Sports Illustrated for Kids, Marvel Comics

In-School 95 95 95 95 2,244 $11,127

Channel One, Book Covers, Online 53 53

Locker Room Gymboards, Scholastic

Curriculum Programs, Weekly Reader

Video Arcades 36 $179

Cinema 9 9 9 240 $960

Online NA $1,450

Portal Sites, Search Engines

Content Areas, In School

OOH #50 #50 #50 #50 #50 #50 900 $2,679

30 Sheets, 8 Sheets, Shopping Malls,

Bus Shelters, Other

(Est 10-20 Mkts, 20% US) 14,388 $77,247

Television Radio Print Video ArcadesIn-School Cinema Online OOH

* Note: GRP figures reflect delivery among 12-17 “media buying” target audience.

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In-School 4%

Television 82%

Online 3%Cinema 3%

Print 3%

OOH 5%

Recommended Media Plan Spending Allocation

Kids (9-11) — $33MM

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Recommended Media Plan — $150MMKids 9-11 — $33MM

MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M

Multi Media Events

Television 63 63 63 63

TV Events/Prime Network/Sports 21 1,428 $13,434

30 30 30 30

Cable - Nickelodeon, cartoons 25 1,340 $4,703

20 20 20 20

Kid Network - M-F Afternoon, Sat Am 15 820 $5,092

30 30 30 30

Early Fringe Spot (75 Mkts - 78% US) 25 1,340 $3,859

Print 160 $1,134Marvel Comics 20 20 20 20

In-School 53 53 53 53 522 $1,386

Book Covers, Online 8 8

Locker Room Gymboards, Scholastic

Curriculum Programs, Weekly Reader

Video Arcades 18 $117

Cinema 5 5 5 120 $960

Online NA $671

Portal Sites, Search Engines

Content Areas, In School

OOH #50 #50 #50 #50 #50 #50 540 $1,620

30 Sheets, 8 Sheets, Shopping Malls,

Bus Shelters, Other

(Est 10-20 Mkts, 20% US)

6,288 $32,977

Television Print Video ArcadesIn-School Cinema Online OOH

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Radio 7%

Television 60%

Online 2%Cinema 2%

Print 23%

Newspaper 4%

OOH 4%

Recommended Media Plan Spending Allocation

Adults (25-54)— $40MM

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Recommended Media Plan — $150MMAdults 25-54— $40MM

MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M

Multi Media Events

Television 90 90 90 90

TV Events/Prime Network/Sports 30 2,040 $18,252

Early Morning Network - GMA, Today 20 20 20 20 160 $2,117

Cable - Family, ESPN, TBS 20 20 20 20 160 $1,008

Prime Access/EF Spot (75 Mkts - 78% US) 8 8 8 8 64 $835

15 15 15 15

Hispanic (Telemundo/Univision) 10 560 $1,179

Print 35 35 35 35

Sunday Supp's, Weeklies, Ethnic 16 984 $9,122

Womens Service, Parenting

Network Radio 45 45 45 45

General Market Networks 30 1,680 $3,024

Synd. Programs, Ethnic Networks

Cinema 4 4 4 102 $960

Online NA $581

Portal Sites, Search Engines

Content Areas

OOH #50 #50 #50 #50 #50 #50 360 $1,080

30 Sheets, 8 Sheets, Shopping Malls,

Bus Shelters, Other

(Est 10-20 Mkts, 20% US)

Newspaper 8 8 8 8 64 $1,620

Top Local Papers

(Est 10-20 Mkts, 20% US) 6,174 $39,777

Television RadioPrint Cinema Online OOH Newspaper

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VI. Media Plan Delivery Analysis

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Local 51%

National 49%

National/Local Impressions — $150MM Plan

Local 11%

National 89%

Adult TargetYouth Target 9 - 18

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Recommended Media Plan — $150MM

Weekly Reach/Frequency Delivery

* Delivery among 18 year olds will be comparable to that of 12-17 “media buying” target audience.

"Media Event" Weeks Sustaining Activity Average YearTarget (8 weeks) (44 weeks) (52 weeks)

Teens (12-18)Goal 90/4.0 90/4.0 90/4.0

Achieved 92/5.8 91/3.8 91/4.1

Kids (9-11) 82/ 3.8 64/ 2.8 66/ 3.0

Adults (25-54) 90/ 4.3 72/ 3.3 74/ 3.5

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VII. Media Match Strategies

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Media Match Strategies

Use media match impressions to ensure that there will be available inventory for other Public Service Advertisers.

Leverage the need to obtain media match impressions in order to make the program a success, during the negotiation process.

Maximize the percentage of the media match delivered as quantifiable on-air advertising messages, establish minimum acceptable level (e.g., 50% of target audience impressions must be matched in this manner)

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Media Match Strategies

Maximize the percentage of the on-air media support delivered in targeted dayparts/programming.

Consider forms of matching in addition to on-air support, which will enhance the impact of the advertising campaign.

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VIII. Conclusion

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Conclusion Creates a strategic blueprint that achieves established communication level

objectives.

Breaks through clutter through the use of high impact media events followed by strong periods of sustaining activity.

Utilizes targeted, high-interest program environments that would never be made available as PSA’s.

Incorporates an innovative approach of enlisting key media partners to create and execute multi-media corporate packages.

Provides a tremendous head start for buying agency to pursue custom targeted media applications.

Creates a bridge between the “paid advertising” and “entertainment industry” communication initiatives.

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IX. Appendix