2015 fall advertising packages - america's charities fall advertising... · print media cfc,...

2015 Fall Advertising Packages

Campaign Period: September 1 – December 15

Amplify your nonprofit’s brand visibility to private and public sector employee donors

during the peak giving season, by participating in America’s Charities’ 2015 Fall

Advertising Campaign. Below is an overview of our 2015 Advertising Packages. More

details and deadlines can be found on the following pages.

Reserve your advertising package by May 28, 2015 for a

10% early bird discount! (Final deadline to reserve a package is June 19th)

2015 Advertising Package Components & Costs:

Classic

$2,500

($2,250 early bird rate)

Premium

$8,500


Blue Ribbon

$17,000


PRINT MEDIA

CFC, State/Local, & Private Sector Campaign Brochure Ad (see page 2)

Print Ad inside Washington Post Express (see page 3)

Logo on front of Washington Post Express Cover Wrap (see page 3) --

D.C. Metro Rail Car Card Poster (see page 4) -- Appear on 41 Posters Appear on all 125 Posters

DIGITAL MEDIA

America’s Charities Social Media & Website Exposure (see page 5)

Federal Times + Other Military Websites Digital Banner Ad (see page 6)

MNI Smart Grid & Contextual Digital Banner Ad (see page 6)

Shape the Future Blog Post (see page 7) --

Comcast In-Banner Video, Video Pre-Roll & Companion Ad (see page 8) --

Comcast Spotlight TV Ad (see page 9)

(ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie

Network, MTV, OWN, Oxygen, SYFY, TRU TV)

-- --

Estimated Cost Per Impression (CPM) from Campaign*: $3.04 CPM $1.38 CPM $0.97 CPM

Reserve Your Ad Package at www.charities.org/advertising

*The CPM listed is an estimate based on past campaign performance and data about each medium’s readership. Actual results will vary.

Payment: The cost of your advertising package will be deducted from your CFC revenue. You will not be invoiced unless requested.

On average, members that have started advertising with America’s Charities

performed as much as

16.65% better than members that did not advertise.

View Ad Impact Analysis: bit.ly/adimpactac

http://www.charities.org/advertising

Reserve Your Advertising Package at www.charities.org/advertising 2

Blue Ribbon Package Ad Size

3.775 in. W x 3.775 in. H (1132 px W x 1132 px H)

Classic & Basic Packages Ad Size

1.875 in. W x 1.875 in. H (562 px W x 562 px H)

Premium Package Ad Size

3.775 in. W x 1.875 in. H (1132 px W x 562 px H)

CFC, State/Local, & Private Sector Campaign Brochure Total # Brochures to be Distributed: 85,000 Created by America’s Charities, these brochures are distributed to employees at private sector, State/Local, and Combined Federal Campaign (CFC) charity fairs and workplace giving events all across the country, with a heavy concentration in the Washington D.C. metro region. All members have their organization name listed in these brochures, but advertising partners stand out from the member listing through a reserved block of advertising space (ad size based on the package you select). View electronic copies of last year’s 2014 Brochures: http://bit.ly/2014brochuresac The following are each package’s ad specs scaled to actual size:


http://bit.ly/2014brochuresac


The Washington Post Express Daily Readers: 293,200

Express is what young professionals and other time-pressed Washingtonians read on the Metro, Amtrak train, bus and coffee shops. It’s an entertaining and informative quick read, available to readers for free, Monday through Friday from courtesy racks, and hawkers at select metro stations, making it a perfect vehicle to reach donors in the Greater Washington area. America’s Charities ‘owns’ the cover wrap of the Express special CFC editions in October and November. All advertisers’ ads will appear in the cover wrap twice – once on October 7th and again on November 4th. If you are a Blue Ribbon or Premium advertiser, your logo and CFC # will also be displayed on front of one of those two editions.

View electronic copies of last year’s 2014 Express Publications: Oct. 1 edition: http://bit.ly/1EtcI1b Nov. 4 edition: http://bit.ly/1Jdn1HP

Above: The inside of a cover wrap from the 2014 campaign season. Your 2015 ad will be displayed similar to this.

Above: The front and back of a cover wrap from the 2014 campaign season, with Premium and Blue Ribbon advertisers’ logo & CFC # featured on front.

Above: Visibility extends to our 2 issues appearing in front of 1,900 newsboxes on the dates they run. Plus, ‘hawkers’ feature our cover in their vests as they hand out editions of Express on our 2 dates at 110 metro stations. (Right) Express cover wrap displayed in newsbox; (Left) ‘Hawker’ hands out copies of the Express while also wearing a copy in the front of his vest.


http://bit.ly/1EtcI1b

http://bit.ly/1Jdn1HP


D.C. Metrorail Circulation: 14,800,000 America’s Charities has reserved 125 ‘Car Card’ posters (22”x 21” size) which will be displayed inside D.C. Metrorail Cars (the subway system in the Washington, D.C. area) starting the last week of September through the first week of November. Metrorail provides transit service for more than 700,000 customers a day throughout the D.C. metro region (D.C., Virginia, Maryland). Featuring America’s Charities 2015 “Shape the Future” campaign theme, your logo, along with your CFC# and slogan will be incorporated into the overall design of these posters.

Blue Ribbon Package advertisers will receive visibility on ALL 125 metrorail posters.

Premium Package advertisers will receive visibility on 41 of the 125 the metrorail posters.

Above: 2 of the 3 metrorail poster designs used during last year’s 2014 campaign.



America’s Charities Social Media & Website Exposure Average of 50,000 Website Visitors Per Month | 5,000+ Social Media Fans | Exposure to 10,000+ LinkedIn Group individuals

Social Media:

In addition to the periodic promotion America’s Charities provides on your behalf throughout the year, participants of the 2015 Fall

Advertising Campaign will receive added exposure on our website and social networks: Facebook, Google+, Twitter, Pinterest and LinkedIn.

The difference between each ad package is frequency. Blue Ribbon advertisers will receive 3x the exposure of Classic

advertisers, and 2x the exposure of Premium advertisers.

Prior to launching the campaign, you will receive a proof and schedule of

planned social media messages for final approval, and also so you can coordinate

with your own messaging plans.

Campaign Landing Page & Charity Profile:

America’s Charities’ Shape the Future campaign landing page will be used to:

Educate people about workplace giving, along with interesting facts about

specific causes to give donors a clearer idea of how they can Shape the Future of

those causes

Promote your organization by including your logo with a link to your charities.org

charity profile page where donors can learn more about your work and find links to

your website, social media, and other resources you’d like to highlight (all social

media messages promoting your organization will include a link back to your

charity profile page)



Federal Times + Other Military Websites Depending on the ad package purchased, you will receive between 5,000-20,000 impressions.

October – November, your 300px W x 250px H digital banner ad will be displayed on the homepage of the following websites:

FederalTimes.com

MilitaryTimes.com

ArmyTimes.com

NavyTimes.com

AirForceTimes.com

MarineTimes.com

From valuable military resource guides; to breaking news; to personal finance information, healthcare, and recreational resources; service members, military families and veterans rely on these websites for quality, unbiased reporting on the important issues for the military community.

Media Networks, Inc. (MNI) SmartGrid & Contextual Digital Banner Ad Depending on the ad package purchased, you will receive between 50,000-400,000 impressions.

From October 1 – November 28, America’s Charities will use a mix of ‘Contextual Targeting’ and SmartGrid Mobile Technology to deliver your ad to government employees and people interested in philanthropy. Contextual targeting allows advertisers to target a specific audience based on defined keywords and channels. For 2015, depending on the cause you are associated with, we will target your ad to a mixture of the following audiences as appropriate:

LBGT; Charitable Decision Makers & Influencers

Economics; Charitable Decision Makers & Influencers

Hunger; Charitable Decision Makers & Influencers

Health; Charitable Decision Makers & Influencers

Civic; Charitable Decision Makers & Influencers

Philanthropists; Government Employees

Business & Finance, News, Politics

Business (Government & Defense, Corporations), Government & Politics

SmartGrid Mobile Technology allows advertisers to target and optimize where their ads are delivered down to the specific street grid level. To help you reach more Federal donors, we will deliver your ad to one of the most densely populated grids of Federal Buildings located in Washington, D.C.

Federal Times & Other Military Website

Digital Banner Ad Size:

300 px W x 250 px H



Shape the Future Blog Post Through this blog post, you will receive approximately 10,000 impressions. America’s Charities’ 2015 Fall Advertising Campaign theme is Shape the Future. But what exactly does that mean? The future does not just happen. We make it happen (individually and collectively) based on our understanding of surrounding circumstances, our vision for changing/improving those circumstances, and our determination to turn that vision into reality. September 1 – December 15, America’s Charities will feature blog posts highlighting your nonprofit’s cause and how individuals and companies can Shape the Future of your cause by supporting you through their workplace giving and employee engagement programs.

How to Participate: Below are questions that will help frame the blog post. You can either:

(A) Answer the questions below and have America’s Charities’ marketing team draft the blog post based on your responses (you would then review and give final approval of the draft), or

(B) Address the questions below in a blog post composed by your team and return the approved, final draft to America’s Charities for publication.

Submit your blog post to [email protected] by August 5th. Once all blog posts from participating advertisers have been received, America’s Charities will notify your team when your blog post is scheduled to be featured, so you can plan your social media and promotional calendar accordingly.

Questions: 1. What are the major societal concerns and issues your nonprofit is trying to address? 2. How do those societal concerns and issues impact your average American citizen, directly and/or indirectly, (i.e. why should donors

care about what you’re doing & donate to you)? 3. What are the future ramifications of those societal concerns and issues if left unaddressed, or if significant changes are not made

soon? 4. If you can, please have your President/CEO or other Executive provide a quote regarding question 1, 2, or 3. 5. Provide a few “dollar buy” examples of what certain donation amounts will help your nonprofit accomplish (i.e. what can you do with

$25 vs $500 vs $1000 vs $x). 6. Please provide 1 photo and/or video we can use with this blog post.


mailto:[email protected]


Comcast In-Banner Video (IBV), Video Pre-roll & Companion Ad Depending on the ad package purchased, you will receive between 20,000-40,000 impressions.

Comcast’s IBV, Video Pre-roll & Companion ads give this year’s Blue Ribbon and Premium advertisers the opportunity to engage potential donors in the Washington, D.C. market with more interactive content on popular websites like Fox, YouTube, Fandango, ESPN, Wall Street Journal, The Washington Post and more as shown in the graphic to the right.

Pre-roll & Companion Ads: A pre-roll ad is a promotional video advertisement that plays before the content the online viewer has selected displays, and a companion ad is a traditional static graphic or Flash ad which is paired with the advertiser’s pre-roll ad.

Blue Ribbon and Premium advertisers will need to submit a :15 second video pre-roll ad size 640x360 pixels, along with a 300x250 pixel static companion ad.

In-Banner Video (IBV): The IBV Ad, as shown in the sample layout to the bottom right, is another way Blue Ribbon and Premium advertisers will be able to engage potential donors with interactive content.

Using 4-6 different IBV Ad designs, we will group 4-5 advertising charities together per IBV ad (based on the total # of Blue Ribbon and Premium advertisers participating).

Each Blue Ribbon and Premium advertiser will need to submit either a video or static advertisement (size 300x250 pixels). The video/static ads will rotate through the 4-5 advertisers’ ads.

Below the video/static ad, each Blue Ribbon and Premium advertiser’s logo will be prominently displayed. When a person clicks on your logo, it will take them to your charity profile page on charities.org so they can learn more about your mission and how to support you through workplace giving.



Comcast TV Ad For a first time ever, America’s Charities will advertise on television during the Fall Ad Campaign, expanding our reach to over 2 million TV households across the Washington, D.C. market. For 2 weeks, October 1 – 15, we will run :15 and :30 second spots on ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie Network, MTV, OWN (The Oprah Winfrey Network), Oxygen, SYFY, and TRU TV. The majority of these ads will run between 6pm-Midnight, Monday through Friday, and 6am-Midnight Saturday through Sunday.

Geographic and Demographic Target Audience: Young professionals, age 24-38 Federal Employees Washington, D.C., Maryland, Virginia households

How Your Organization Will be Featured: Due to space limitations, only Blue Ribbon advertisers will be featured in the television ad.

Blue Ribbon advertisers will need to submit a 3-5 second b-roll video clip representative of your mission (or 1-2 photos if no video is available). Working with Comcast Spotlight’s professional team, and including Blue Ribbon advertisers in the creative process, America’s Charities will craft an ad based on the Shape the Future campaign theme, and incorporate each Blue Ribbon advertiser’s b-roll video or photo into the TV ad with your organization’s logo prominently displayed.



2015 Fall Advertising Campaign: September 1 – December 15, 2015

You are responsible for providing us with the following ads and items by the due dates listed below. Please send all items and address any questions to [email protected]. Once we have received all items from you, we will send a proof for your team’s final review and approval.


Type: Ad Size: Acceptable Format: Where Ad Will be Used: Due Date:

Print 1132px W x 1132px H JPG (include your CFC number in ad) Brochure Targeting Federal Donors in CFC, and

Inside The Washington Post Express

Everything (except blog)

Due by Wednesday, July 8, 2015

(If we receive

everything from you by July 8,

you will receive a proof around August 12th

allowing 2 weeks for final review,

edits and approval. The campaign will launch starting September 1.)

Blog due by August 5th.

Print 1132px W x 1132px H JPG (do NOT include CFC number in ad) Brochure Targeting Private Sector Employees

Print

Logo (if we don’t have a high resolution version in our files we will contact you for one)

JPG (High resolution; logo will be as large as 3 ½ inches wide or 2 ½ inches tall)

D.C. Metro Rail Posters (will display logo, slogan & CFC#), and

Express Cover Wrap (will display logo & CFC#)

Digital 300px W x 250px H JPG, PNG, GIF (40KB max) Home page of FederalTimes.com and Military Times Network Websites

Digital 300px W x 250px H (Must have 1px border)

JPG/GIF (30KB max) or SWF (40KB max) (SWF max animation time = :15 seconds)

MNI Network Contextual Digital Banner Ads







Mobile 320px W x 50px H (Must have 1px border)

JPG/GIF (30KB max) MNI Network Smart Grid Mobile Ad Targeting People Within a Specific Grid of Washington, DC Federal Buildings

Digital

15 second pre-roll ad size 640px W x 360px H

Companion ad size 300px W x 250px H

IBV Ad size 300px W x 250px H

Pre-roll ad format: FLV, AVI, MPEG, MOV, WMV

Companion ad format: JPG or static GIF IBV ad format: SWF, GIF or JPG

Comcast Network Pre-roll, Companion, and In-banner Video (IBV) Ads

TV 3-5 second video B-roll or 1-2 photos representative of your cause work

B-roll format: FLV, AVI, MPEG, MOV, WMV

Photo format: JPG or static GIF

Comcast TV Stations ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie Network, MTV, OWN, Oxygen, SYFY, TRU TV

Digital

10-15 photos approximately 755px W x 475px H (JPG/GIF/PNG), and

20 interesting facts or statistics about your work, impact, and issues your nonprofit addresses

For Use on America’s Charities Social Media Platforms & Website (we will craft the social media messages for you based on what you provide)

Digital Refer to page 7 of this document America’s Charities & 3BL Media Blog

Blue Ribbon Package Checklist








Print 1132px W x 562px H JPG (include your CFC number in ad) Brochure Targeting Federal Donors in CFC, and


Everything (except blog)

Due by Wednesday, July 8, 2015

(If we receive

everything from you by July 8,

you will receive a proof around August 12th

allowing 2 weeks for final review,

edits and approval. The campaign will launch starting September 1.)

Blog due by August 5th.

Print 1132px W x 562px H JPG (do NOT include CFC number in ad) Brochure Targeting Private Sector Employees

Print Logo (if we don’t have a high resolution one in our files we will contact you)

JPG (High resolution; logo will be as large as 3 ½ inches wide or 2 ½ inches tall)

D.C. Metro Rail Posters (will display logo, slogan & CFC#), and

Express Cover Wrap (will display logo & CFC#)













Digital

15 second pre-roll ad size 640px W x 360px H

Companion ad size 300px W x 250px H

IBV Ad size 300px W x 250px H

Pre-roll ad format: FLV, AVI, MPEG, MOV, WMV

Companion ad format: JPG or static GIF IBV ad format: SWF, GIF or JPG

Comcast Network Pre-roll, Companion, and In-banner Video (IBV) Ads

Digital

5-10 photos, approximately 755px W x 475px H (JPG/GIF/PNG), and


For Use on America’s Charities Social Media Platforms & Website (we will craft the social media messages for you based on what you provide)

Digital Refer to page 7 of this document America’s Charities & 3BL Media Blog

Premium Package Checklist








Print 562px W x 562px H JPG (include your CFC number in the ad)

Brochure Targeting Federal Donors in CFC, and


Everything Due by

Wednesday, July 8, 2015

(If we receive

everything from you by July 8, you will

receive a proof around August 12th allowing 2 weeks for final review,

edits and approval. The campaign will

launch starting September 1.)

Print 562px W x 562px H JPG (do NOT include CFC number in the ad)

Brochure Ad Targeting Private Sector Employees













Digital

3-5 photos approximately 755px W x 475px H (JPG/GIF/PNG), and


For Use on America’s Charities Social Media Platforms & Website

Classic Package Checklist



2015 fall advertising packages - america's charities fall advertising... · print media cfc,...

Documents