Media Proposal.ppt

 Employease 2000 Media Proposal Tuesday, April 4, 2000 Table of Contents Overview Parameters Budget Timing Geographic Coverage Target Audience Review Objectives Strategies Tactics Digital 1/0 Media Selection Process Media Evaluation Criteria Schedule Development Process Recommended Schedule Digital 1/0 Rankers Digital 1/0 Summary Vehicle Selection Rationale Schedule/Flowchart Budget Summary Value Added Merchandising Online Program Appendix Closing Dates Circulation Comparison Editorial Comparison Publication Duplication Syndicated Summary Overview Purpose of this plan is to launch Employease corporate brand identity and brand positioning to a national target audience Both business and HR audiences will be targeted The plan will seek to build a high level of awareness in an efficient and effective manner Parameters Timing: May 2000 through February 2001 Budget: $2,500,000 Geographic Coverage Domestic U.S. Ad Unit: Spread, 4C, Page 4C, Online units Target Audience Review Job Titles/Functions Top management and CxO level of companies: Searching for methods of streamlining the efficiencies of their business operations Seeking to achieve a higher level of strategic benefit from their HR departments HR management in need of more effective means of managing their departments and their company’s personnel Those who recognize the value of and the benefits of higher level HR functions Objectives Develop a media program that targets those having influence over their company’s business processes and human resource strategies Launch with a heavy-up flight at campaign launch. Sustain with maintenance level Choose media based on their ability to reach the specific target audiences Seek budget-extending, value-add programs capitalizing on trade show and seminar events Strategies Deliver flighted brand awareness program to CxO and top management Maximize exposure with weekly business journals Support brand building efforts to HR audiences with longer shelf life media