NICKELODEON Kids and Family presentation

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NICKELODEON Kids and Family

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DON T GIVE CLIENTS WHAT THEY WANT. Give them what they never dreamt possible. Cross-Site Integrated Marketing and Partnerships Process Workflow Guide August 2007 ... –

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Title: NICKELODEON Kids and Family

1
DONT GIVE CLIENTS WHAT THEY WANT.
Give them what they never dreamt possible.
2

Cross-Site Integrated Marketing
and Partnerships
Process Workflow Guide
August 2007

3
overview

Our number one advertising objective of the
Nickelodeon Kids and Family Digital Network, is
to create breakthrough interactive advertising
opportunities for our clients. From high-impact,
strategically-targeted media campaigns to
turn-key, fully-integrated custom promotions, we
are poised to offer our clients the reach, the
targeting and the returns that only the worlds
leading kids and family destination can deliver.
The following process documentation, will help
our various team members create effective digital
advertising solutions. After receiving valuable
input from Ad Sales, Marketing, Editorial,
Standards, Technology and Advertising Operations,
this process documentation was crafted to arm our
departments with step-by-step instructions for
EFFICIENTLY creating sponsorships and custom
programs from the receiving the RFP, all the
way to reporting on the success metrics from a
completed program.

4
table of contents

I. CONCEPTION PROCESS Working with Marketing
for proposal concepts
A. RFP Submission Guidelines
B. Proposal Presentations
C. Client Review and Negotiations
D. Preparing to Execute the Insertion Order
II. PRODUCTION PROCESS Working with Marketing
to execute programs
A. Submitting the Insertion Order
B. Kick-Off Call
C. Production Schedules and Asset Collection
D. Submitting Creative Rounds for Client Review
E. Launching the Program
III. METRICS REPORTING Working with Marketing
for program reporting
A. Tracking Campaign Performance

5
conception process

I. Working with Marketing for Proposal Concepts
The conception phase involves working with your
team of Marketing Managers to transform a
clients request for proposal into an agreed upon
promotional program
Communicating clients objectives to your
Marketing Manager
Marketing Manager brainstorming creative
solutions
Marketing Manager preparing you to present ideas
to the client
A. RFP Submission Guidelines
What information does the Marketing Manager
need to get started?
B. Proposal Presentations
How do I present the ideas to the client?
C. Client Review and Negotiations
How should I keep the Marketing Manager
involved during negotiations?
D. Preparing to Execute the Insertion Order
What should I keep in mind as the client
prepares to sign the IO?

6
RFP submission
I just got a sweet RFP from a client I have been
after for nearly two years! Who do I work with
to get a kick-ass promotional concept?
7
minimum media commitment

Each site in the network, requires a minimum
media commitment in order for the client to
receive a custom promotion.
350K minimum (Nick.com, Nickjr.com,
GoCityKids.com, ParentsConnect.com)
75K minimum (Neopets.com)
75K minimum (Addictinggames.com, Shockwave.com)

8
RFP submission

I. What do I do once I get an RFP that needs
marketing concepts?
A. If the budget meets the minimum media
commitment, e-mail the RFP with RFP CLIENT
as the subject line to the primary marketing
contact for the desired site.
B. If the clients budget is less than the
minimum media commitment, the RFP must include an
approval e-mail from Nelson Boyce to begin any
concepts involving custom promotions.
C. Provide your Marketing Manager with the
following details
Background information on the clients
product/service
The more details you provide, the stronger the
idea!
Clients target audience
Desired sites
Clients budget
Clients campaign objectives
Clients desired campaign dates or season
Preferred proposal format (idea bullet points,
white slides, full deck, etc)
RFP due date
D. Provide your Marketing Manager with as much
time as possible to brainstorm a creative
concept.
At least five (5) - ten (10) days is necessary

New!
9
proposal presentations

I. How are the recommended concepts presented to
the client?
A. The Marketing Manager will FIRST submit the
proposal to Nick Standards and/or Editorial
(depending on the site) before presenting the
ideas to you.
B. The Marketing Manager will then e-mail the
proposal and any production costs to you.
Review the details to make sure the concepts meet
the clients objectives.
Use the production costs and your Marketing
Managers notes to help set the clients media
investment and any production investment.
C. Make sure the proposal includes
Required production times
IO/assets due date
Concept expiration date
D. Present the ideas on your own or invite your
Marketing Manager to help present the ideas to
the client on a joint call.
Depending on your Marketing Managers schedule,
he/she may even be available to travel to the
client presentation with you if the situation
warrants. Just ask!

New!
10
client negotiations

I. How should the Marketing Manager be involved
during negotiations?
A. Keep your Marketing Manager engaged should
the concepts need to be massaged.
The Marketing Manager is to help with any changes
to the concept so he/she can make sure the ideas
are still approved by Standards, Editorial and
Brand while meeting client objectives.
B. Update your Marketing Manager via e-mail or
phone regarding the clients buying temperature,
any objections or modified goals.
The weekly Digital Sales meeting is an additional
forum for providing quick updates on outstanding
proposals.
C. If the client decides to pass on the
proposal, offer your Marketing Manager the
clients feedback.
This valuable step will help your Marketing
Manager prepare future proposals for our
clients.

New!
11
preparing for the IO
The client LOVED the idea! Im getting close to
getting the signed IO. What should I do now?
12
preparing for the IO

I. What should I keep in mind as the client
prepares to sign the IO?
A. As the clients buying signals get stronger,
keep your Marketing Manager in the loop.
Your Marketing Manager will review
Required production time
Due date for the executed IO to ensure on-time
delivery
B. All custom programs require at least six (6)
twelve (12) weeks of production.
C. Production begins when Marketing receives
both a signed, detailed insertion order AND all
necessary assets.
D. Production time depends on many factors
(complexity of the concept, current bandwidth
and/or contributions from other Nick departments)
so you must defer to your Marketing Manager
BEFORE the IO is signed.
E. Work with your Marketing Manager to properly
add client production costs to the IO
Refer to the Pricing Template to include the
necessary production costs to the IO
This documentation is ESSENTIAL to start the
production process

New!
13
production template
1MM Media on the IO
58K Production billed separately by
Marketing (Noted on IO)
14
selling sponsorships

I. If you are selling a simple sponsorship (with
or without custom marketing), check in with your
Marketing Manager to
Verify start and end dates of supersites
Verify inclusion of A-inits and content modules
Confirm the availability of any custom
advertorial articles that need to be created

New!
15
production process
After tons of work, the door finally opened! I
cracked this client and they signed the IO.
Lets launch this thing!
16
production process

I. Working with Marketing to Launch the Program
The production phase involves working with your
team of Producers to develop a custom marketing
campaign that meets and exceeds the goals and
expectations of the client. The steps involved
in this process are
A. Submitting the Insertion Order
What details should the IO contain and how do
I submit it?
B. Conducting the Kick-Off Call
Who should be invited, whats the agenda and
when should it be scheduled?
C. Production Schedules and Asset Collection
Who creates the production schedule and what
does the client need to provide?
D. Submitting Creative Rounds for Client Review
What does each party need to do to help
follow the schedule?
E. Launching the Program
What are the final details to know as we get
set to launch?

17
submitting the IO

I. What details should the Insertion Order
contain and how do I submit it?
Sales completes and emails the IO directly to
the Senior Producer. Items that must occur prior
to forwarding the IO
A. The IO has been reviewed and approved by the
SSE.
- Inaccurate IOs can lead to confusion on the
Producers part and can end up costing
unnecessary time and possible mistakes in
production. If dates are are wrong, custom
marketing placements wont be set live or show-up
online as planned.
NOTE All Nick.com sponsorships start on
Thursdays and end on Wednesdays.
All NickJr.com sponsorships start on Fridays
and end on Thursdays. Starting Oct. 1, 2007,
NickJr.com will begin launching Wednesdays. So
start dates should be Wednesday to Wednesday
(this is a request from Editorial based on how
the site is published each week).
B. Media and custom marketing items are
confirmed and specified properlyany phases need
to be outlined in detail in the IO.
- External notes are clear and placements make
sense.
- Production dollars have been added as a line
item.
C. IO is signed by the client and approved by
Finance.
- This is especially important because making
sure everything is in-place and approved by the
client will make the production process move much
more smoothly. Click commands cannot be
requested, nor can media be set live without an
approved IO.
D. The Senior Producer evaluates the resources
necessary, assigns the IO to a Producer, making
sure to alert Sales and the Marketing Manager.
This person will now be the lead contact for all
communication, production details and decisions.
NOTE Producer needs to be alerted when an IO
is revised and must have the most recent version
sent to
them directly. The IO must always be accurate
(start and end dates especially) in order for
Traffic to
provide click-commands and serve properly.

18
IO examples
INCORRECT

CORRECT
Reminder starting Oct. 1, all NickJr.com
sponsorships start and end on Wednesdays.
19
the kick-off call

I. Who should be invited, whats the agenda and
when should it be scheduled?
Kick-off calls are required when a program
involves more than a simple logo sponsorship.
There are two calls
A. Internal Call (Sales, Marketing Manager,
Producer)
Discuss the scope of the project, including
corresponding ad units
Confirm launch dates based on complexity of the
program and minimum production time needed
Items that need to be tracked
B. External Call (Client, Sales, Marketing
Manager, Producer)
NOTE This call is requested by the
Producer but set-up by Sales
Producer introduction
Discuss details of the project (including final
concepts, confirming the number of rounds and
number of days required for client review per
round)
Provide Assets deadline
Outline next steps
Reporting schedule is agreed upon
The Producer will follow-up after the call with a
summary via email.

20
production schedules

I. Who creates the production schedule and what
does the client need to provide?
The Producer creates a schedule for the term of
the project. The client provides all necessary
assets. General production timeline (after all
assets are received)
A. 2 weeks
Simple logo sponsorships
Game of the Week preloaders and cobrands
Billboards
B. 4 weeks
Content Modules/Marquee Units
Movie Madness/Flicks for Kids/Video Game Insider
Sponsor Game Spotlight/Sponsor Game Room
TurboNick Buzz Nicksclusives content
C. 6-12 weeks
General promotional pages/sites
Sweepstakes
Game reskins

21
reviewing each round

I. What does each party need to do to help
follow the schedule?
The schedule outlines the rounds of review
(three rounds are included for any custom
marketing program) and how many days there are
for review by the client, as well as the amount
of time we have to incorporate revisions after
feedback is received. Review usually includes
A. Client feedback (this could take up to 15
days, including their Legal review).
B. Internal review by Standards and sometimes
NCR and Brand (could take up to 10 business
days).
C. Producer compiles all revisions and make
sure all changes are incorporated for next round.
D. Sales will be copied on all communications
during each round.
NOTE If the client does not provide feedback
by agreed upon dates, this could, and
most likely will, impact the launch date and
Sales must update the IO. If more
than three rounds occur, this will impact launch
date and there will be additional
fees charged to the client.

22
launching the program

I. What are the final details to know as we get
set to launch?
A. Once the client gives approval on the final
review round via email (this MUST be in writing),
files are either sent to tech/site producers to
integrate, or sent to Traffic (custom promotional
ads only) to set live
B. Once the program is officially launched, the
Producer will alert the client and Sales.
C. The Producer will provide, to the Sales
Assistant, tracking or site information such
Polls
E-cards sent
Game plays
Page views
All other tracking (click commands, sweeps
entries, etc.) will come from either Sales or the
Marketing Manager.
D. Be familiar with the Producer, Marketing
Manager and Ad Ops contact handling each of your
programs.
E. Questions involving straight media
placements should be directed to Ad Ops.
Questions regarding custom content on a site
should go to the appropriate Producer
assigned to the program. Online editorial
questions should be directed to your
Marketing Manager.

23
metrics reporting
I need to help the client understand how
successful their program was. Where do I go for
metrics reporting?
24
metrics reporting

I. Working with Marketing to Gather Success
Metrics
Before and during the kick-off call, you should
discuss the clients tracking needs and reporting
expectations with both the Marketing Manager and
Producer. Most times, tracking tags will need to
be implemented into the design architecture of
the program - BEFORE LAUNCH - to effectively
provide the client with reporting. During the
campaign, work with your Marketing Manager for
any ways to optimize the promotion.
A. Banner impressions and clicks
Ad Sales to get this from ad operations
B. Promotional site page views and unique
visitors
Producer to get this from Omniture or Nick
Research
C. Activity on promotional site elements (polls,
e-cards sent, game plays, etc)
Producer provides data from pre-inserted
tracking tags (Omniture only
not DART-created click commands based on
schedule agreed to during the kick-off call)
D. Sweepstakes/Contest Stats
Marketing Coordinator provides data based on
kick-off call schedule

25
we are MTVN Digital
MANY TEAM MEMBERS
MANY RESPONSIBILITIES
ONE MISSION To create breakthrough interactive
advertising opportunities for our clients.
26
appendix

I. Role of the Marketing Manager
Primary contact BEFORE the IO is signed
Prepares concepts for RFPs
Liaison with Standards, Editorial and Brand
Provides details to help you present ideas to
clients
Sets production expectations before IO is signed
Helps optimize campaign, sweepstakes/contests and
post mortems
II. Role of the Producer
Primary contact AFTER the IO is signed
Leads client kick-off call and sets launch date
Prepares production schedule and asset list
Conducts creative reviews with client
Liaison with Editorial, Design and Tech
Launches all programs
Provides reporting on promotional site elements
Polls, e-cards sent, game plays, etc

CONCEPTS
EXECUTION
27
appendix

General Naming Conventions
Co-Branded Banners media units that promote
sponsored editorial content/applications that
contain a sponsored by logo
Promotional Banners clientbranded media units
that promote a promotional site or advergame
Content Modules/Marquee Units ad-marked units
that contain a client logo and copy that are
relevant to the theme of a section of the site,
vary in size depending upon the site and are
integrated into the contents of that page
Promotional Site a behind-the-banner mini-site
that promotes a advertisers product/service
Mini-site/Supersite an editorial section that
is created for specific events/holidays/tentpoles
Banner Sizes Leaderboard (728x90), Skyscraper
(120/160x600), Rectangle (300x250), Hub
RectangleNick.com only (240x400), Earpiece
(200x90)
Nick.com Naming Conventions
New Game of the Week Sponsorship
Homepage Flash A-init NGOTW logo sponsorship
NGOTW 05 Pre-loader
Fixed 120x60 Logo sponsorship on NGOTW hub play
page
Co-branded banners optional placement
Video Game Insider Content Sponsorship
Content sponsorship in VGI section
Icon on VGI homepage
Co-branded banners optional placement

28
appendix

Nick.com Naming Conventions contd.
Sponsor Game Spotlight
Client provided game for Sponsor Game Spotlight
Game icon on NGOTW hub
Fixed 120x60 logo on SGS play page
Sponsor Game Room
Client provided game for Sponsor Game Room area
A-init on the Sponsor Game Room Hub
Fixed b-init on the Sponsor Game Room Hub
Fixed client media on the client game play page
Nickjr.com Naming Conventions
Hub/Content Sponsorships
Fixed billboard logo sponsorship on X page A-init
(ex. Recipes or Toothcare)
Content module on X page (ex. Recipes or
Toothcare) optional placement
Homepage A-init fixed logo sponsorship throwing
to X page (this isnt always the caseA-init
availability needs to be confirmed before
selling)