Employease 2000 Media Proposal

1
Employease 2000 Media Proposal

• Tuesday, April 4, 2000

2
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

3
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

4
Parameters

• Timing May 2000 through February 2001
• Budget 2,500,000
• Geographic Coverage
• Domestic U.S.
• Ad Unit Spread, 4C, Page 4C, Online units

5
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 companys
  personnel
• Those who recognize the value of and the benefits
  of higher level HR functions

6
Objectives

• Develop a media program that targets those having
  influence over their companys 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

7
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
• Monthly trade media that reach the individual
  target audience titles
• Select media that is editorially suited to those
  companies that have adopted the value of
  strategic HR
• Launch with Spreads. Follow with full pages

8
Strategies

• Support brand online with an Internet program
• Banners,email newsletters, direct email, content
  sponsorships and partnerships
• Build brand and deliver information in addition
  to increasing web site traffic
• Develop high frequency levels in-flight across
  key target segments to achieve objectives
• With budget in mind, develop a schedule
  consisting of compressed flights to maximize
  awareness
• Launch heavily
• Follow with maintenance

9
Strategies

• Ensure relevant context for message positioning
• Business Methods Business
  Success
• Human Resource Issues Human
  Resource Success
• Use business focused media for relevant alignment
  with Employease business benefits
• Use HR focused media for relevant alignment with
  Employease Human Resource specific benefits

10
Strategies

• Establish exacting criteria for media evaluation
• Ensuring cost-efficient and effective reach of
  all target audience segments
• Institute specific process for measuring, rating,
  and selecting media using these criteria
• Establish Metrics ? Evaluate ? Score ? Select

11
The Digital 1/0 Selection Process

• Numerical evaluative process placing strategic
  selection criteria behind the numbers
• Establishes and controls the selection process
  parameters
• Provides logical rationale for media selection
• Captures qualitative evaluators and translates to
  quantitative

12
The Digital1/0 Selection Process

• Measurement criteria translated into logical (the
  1/0) values
• Setting minimum thresholds for each measurement
• Example - for business publications, target
  audience threshold settings are
• 30 of circulation must be Cxos
• 95 of circulation must be qualified within one
  year
• Media ranked by cumulative ratings across
  multiple criteria
• Detailed ratings and threshold values shown in
  Appendix

13
Media Evaluation Criteria

• Target audience coverage
• Percent of circulation that matches target
  audience definition (job title)
• Percent of circulation reaching companies in the
  mid-market as defined by revenue and employee
  size
• Plan to buy/involved in purchase of rankings
  from syndicated research
• Involved in acquisition of Accounting/Payroll
  Software
• Plan to Acquire Accounting/Payroll Software

14
Media Evaluation Criteria

• Editorial quality
• Measured by ratio of ads to editorial content and
  growth in ad pages
• Topic Affinity. Does the medium cover the
  relevant issues?
• Circulation Vitality/Readership
• Measured by percent re-qualified within one year
• Measured by percent direct written request/paid
• Measured by time spent with publication
• Cost-efficiency
• Measured by cost per thousand on total
  circulation

15
Schedule Development Process

• Front load schedule for effective and fast brand
  building
• Using recommended media, maximize impact by
  determining effective in-flight frequency
• Establish criteria corresponding to issue
  frequency
• Weeklies Minimum 2 out of 4 insertions
• Bi-Weeklies Minimum 1 out of 2 insertions

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Digital 1/0 Criteria The Numbers

• Top Management Ranker
• Chairman/CEO Ranker
• Treasurer/CFO Ranker
• Involved in acquisition of Accounting/Payroll
  Software
• Plan to Acquire Accounting/Payroll Software
• Digital 1/0 Summaries Business and HR

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Digital 1/0 Criteria Top Management Ranker
Source Intelliquest CIMS v6.0
18
Digital 1/0 Criteria Chairman/CEO
Source Intelliquest
19
Digital 1/0 Criteria Controller/ Treasurer/CFO
Source Intelliquest
20
Digital 1/0 Criteria Involved in acquisition of
Accounting/Payroll
Source Intelliquest
21
Digital 1/0 Criteria Plan to acquire
Accounting/Payroll Software
Source Intelliquest
22
Digital 1/0 Summary Business
23
Digital 1/0 Summary Vertical
24
Recommended Media

• Business 2.0
• Fast Company
• Wall Street Journal
• CFO
• HR Executive
• HR Magazine
• Workforce

25
Print Recommendation Recommended
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Print Recommendation Option A
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Print Recommendation Recommended Budget Summary
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Print Recommendation Option A Budget Summary
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Print Value Added Merchandising

• Business 2.0
• Rate Structure
• 18x frequency rate, 9 discount off earned rate
• 14,689 net per page 4C, 37,648 net per spread
  4C
• Merchandising Package
• Website Hotlink for duration of program
• Two Advertising Studies
• Sponsorship of conferences/ seminars

30
Print Value Added Merchandising

• Fast Company
• Rate Structure
• 10x frequency rate
• 27,302 net per page 4C, 54,604 net per spread
  4C
• Merchandising Package
• One Starch advertising study, opportunity to add
  one question to study
• Hotlink on website for every month advertised
• 7,000 Direct Mail names
• Premium positioning charge waived

31
Print Value Added Merchandising

• Wall Street Journal
• Rate Structure
• 10,000 line rate contract
• Mix of half page black white and fractional
  pages
• 101,890 net full page black white, 39,038 net
  for fractionals
• Merchandising Package
• Cocktail party to be hosted by WSJ in conjunction
  with a tradeshow (TBD)
• Inserts into various Airport copies of WSJ
• Three Starch (advertising studies) Reports

32
Print Value Added Merchandising

• CFO
• Rate Structure
• 24x frequency rate, 6 discount off 6x earned
  rate
• 43,851 net per page 4C, 87,702 net per spread
  4C, for each page over 6x (pages 7 8) there
  will be a 50 discount off the page rate
• Merchandising Package
• Web banners for 6 months
• Complimentary exhibitor package at eCFO confernce
  (Atlanta, September 2000)

33
Print Value Added Merchandising

• HR Executive
• Rate Structure
• 12x frequency rate, 13 discount off 6x earned
  rate
• 9,486 net per page 4C, 17,077 net per spread 4C
• 7,590 net for one page listing in Resource Guide
• Merchandising Package
• Benefit Sales Locator Database Reports
• Complimentary literature release
• Web site guide listing
• Maximum discount on the Resource Guide

34
Print Value Added Merchandising

• HR Magazine
• Rate Structure
• 18x frequency rate, 6 discount off 12x earned
  rate
• 7,100 net per page 4C, 13,600 net per spread 4C
• Merchandising Package
• Direct mail lists
• Ad Reprints
• Merchandising Letter from the publisher

35
Print Value Added Merchandising

• Workforce
• Rate Structure
• 24x frequency rate, 19 discount off 6x earned
  rate
• 4,023 net per page 4C, 8,046 net per spread 4C
• Merchandising Package
• Product information listing
• Three Workforce Tools online listing to run for a
  12 month period
• Tools HR and Product service directory listing
• List rental of either the subscriber list or
  opt-in registered user list

36
Online Program
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Online Program Objectives

• Support offline efforts to build brand
• Sites are considered based on _at_Plan syndicated
  rankers and site profiles
• Sites will be chosen based upon ability to
  effectively and efficiently deliver the target
  audience
• Target 10-20,000,000 impressions over flight
• 50 banner type creative
• 30 email sponsorship, direct email
• 20 site content sponsorship/partnership
• Allocated budget of 250-500,000
• Flight length of 4-6 months

38
Online Program Strategies

• Optimize buy as it progresses
• Closely monitor site performance and change
  accordingly
• Effective tracking
• Third party ad serving is recommended
• Pixel dot cookie tracking

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Target Online Site Rankings Senior Management
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Target Online Site Rankings Personnel/HR/
Training (Dept.)

• Un-Measured Sites
• SHRM
• Workindex.com
• Workforce.com

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Recommended Online Program

• Recommended Sites (Potential)

• CFO
• 24/7 email
• Postmaster Direct
• SHRM
• Workindex.com
• Workforce.com

• Individual.com
• BusinessInsurance.com
• BenefitsLink.com

Full plan to follow upon budget approval
42
Increased Budget Scenario 4.5M

• Increase print budget allocation
• Launch campaign with spreads (all options)
• Increase reach to a broader business and HR
  audience
• Add additional business books (Business Week,
  Forbes, Fortune)
• Add Time demographic and geographic editions
  (some tests)
• Add national radio
• National networks
• ESPN Radio, Dow Jones Money Report, Wall Street
  Journal Report, CBS News Network, CBS Marketwatch

43
Increased Budget Scenario 4.5M

• Identify key industry trade shows
• Create promotional programs to build awareness of
  Employeases presence at the show
• Both pre and at-show programs

• Pre-trade show issues
• NPR radio in trade show market
• Local newspaper/business publication placements
• Hotel distributions/in-room programs
• Physical banners
• Sandwich boards

• Mobile billboards
• Show site billboards
• Airport dioramas
• Handouts
• Windshield litter
• Aerial
• Trade show programs

44
Next Steps

• Reach consensus on recommended schedule
• Discuss client preferences
• Provide editorial calendars for recommended
  issues
• Provide Schedule Approval Forms
• Provide Merchandising Schedule
• Deliver quarterly Positioning Report

45
TFA/LBTG and Employease A Winning Relationship
46
Your Approval
_________________________ _______________ Virgini
a Bart Date
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Appendix
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Immediate Closing Dates
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Circulation Comparison
50
Circulation Comparison
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Circulation Comparison
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Editorial Comparison
53
Editorial Comparison
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Editorial Comparison
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Pub Duplication
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Company Employee Size
57
Company Revenue Size
58
Recommended/Not Recommended