alliance day 2007: advertising coops
DESCRIPTION
Leveraging Your Marketing Dollars: Reviews exciting new developments in the Cooperative Advertising Program, including expanding cooperative placements with the New York Times.TRANSCRIPT
DAY
Cooperative AdvertisingProgram:
Radio and Print Buys
DAYCooperative
Advertising Program
Why Does Advertising Matter?
•Competition for leisure time
•Adds value to your product and organization
DAYCooperative
Advertising Program
Advertising builds awareness and brandidentity among•Your/Potential Single ticket buyers
•Your/Potential Subscribers
•Your Peers
•Your Board
•Your Staff
•Your/Potential Funders
•Your/Potential Individual Donors
DAYCooperative
Advertising Program
Goals of the Program
To make advertising a viable option for smaller organizations thatordinarily couldn’t afford to do so
To increase advertising size and frequency for all participants
How can I build awareness and brand identity onwith my small budget?
Cultural Alliance’s Cooperative Advertising Program
DAYCooperative
Advertising Program
Who Has Participated in the Past?
Small Organizations (by budget)
The Bach Festival of Philadelphia, Inc.The Barley Sheaf PlayersLansdowne Arts Festival/Lansdowne Economic
Development CorporationMendelssohn Club of PhiladelphiaNew Sounds Music, Inc./PRISM QuartetPennsylvania Guild of CraftsmenPhiladelphia Songwriters ProjectPlayers Club of SwarthmoreTemple TheatersTemple University Boyer College of Music & Dance
DAYCooperative
Advertising Program
Who Has Participated in the Past?
Abington Art CenterAllens Lane Art CenterArt SanctuaryAstral Artistic ServicesChester County Art AssociationThe Clay StudioCliveden of the National TrustCommunity Music School of CollegevilleEnchantment Theatre CompanyGershman YInterAct Theatre CompanyLantern Theater CompanyLenape Regional Performing Arts Center
Montgomery County Community CollegePhiladelphia Art AlliancePhiladelphia Boys Choir and ChoralePhiladelphia Folklore ProjectThe Philadelphia SingersPig Iron Theatre CompanySedgwick Cultural CenterSinging City, Inc.Society Hill Playhouse Center for the
Performing Arts, Inc.Studio Incamminati
Medium Organizations (by budget)
DAYCooperative
Advertising Program
Who Has Participated in the Past?
Large Organizations (by budget)
The Academy of Vocal ArtsAnnenberg Center for the Performing ArtsArden Theatre CompanyBattleship New Jersey Museum and MemorialBrandywine River MuseumBryn Mawr Film InstituteChester County Historical SocietyCity of Philadelphia Mural Arts ProgramDelaware Symphony OrchestraEastern State Penitentiary Historic Site, Inc.The Grand Opera HouseIndependence Seaport MuseumInstitute of Contemporary ArtInternational House PhiladelphiaMain Line Art CenterMann Center for the Performing ArtsMercer Museum of the Bucks County
Historical Society
National Liberty MuseumOpera Company of PhiladelphiaOpera DelawarePennsylvania Humanities CouncilThe People's Light & Theatre CompanyPeter Nero and the Philly PopsPhiladelphia Chamber Music SocietyPhiladelphia Theatre CompanyPlease Touch MuseumThe Rock School for Dance EducationRutgers-Camden Center for the ArtsSamuel S. Fleisher Art MemorialSettlement Music SchoolUniversity City DistrictWorld Affairs Council of PhiladelphiaWXPN-FM
DAYCooperative
Advertising Program
Who Has Participated in the Past?
Very Large Organizations (by budget)
The Curtis Institute of MusicFranklin Institute Science MuseumKimmel Center, Inc.Pennsylvania Academy of the Fine ArtsPennsylvania Ballet AssociationThe Pennsylvania Horticultural SocietyThe Philadelphia Orchestra AssociationUniversity of Pennsylvania Museum of Archaeology and AnthropologyThe University Of The ArtsWalnut Street TheatreWHYY, Inc.Winterthur Museum & Country Estate
DAYCooperative
Advertising Program
Take a Cultured Approach to Advertising
•Access highly sought after, high impact print and radioadvertising slots at deep discounts.
•The program enables organizations to advertise for the first timeor complement existing initiatives.
•Program combines marketing experience of the Cultural Allianceand media buying power of Harmelin Media.
Kendra
DAYCooperative
Advertising Program
Radio Advertising Advantages
•Selectively targets audiences through distinct formats•Smaller coverage area provides less geographic waste•Good frequency builder
DAYCooperative
Advertising Program
Radio Package for One Week
nine 60 sec. shared spots
eleven 30 sec. individual spots
twelve 30 sec. individual spots
twelve 20 sec. individual spots
ONLY $2,982
DAYCooperative
Advertising Program
Radio Package for One Week
1 week=44 spots
3,484,000 impressions
September 17-November 11, 2007
VALUE: $7,117
ONLY: $2,982
DAYCooperative
Advertising Program
Radio Package for One Week-WHYY(Runs 11 times/:30)
Philly Fun Guide dot com supports WHYY with a complete listing of eventslike Eastern State Penitentiary, a national historic landmark. Eastern StatePenitentiary offers daytime history tours and its nighttime Halloween tour:Terror Behind the Walls. Information at Eastern State dot org and 215-236-3300. The Penitentiary is located just five blocks from the PhiladelphiaMuseum of Art. Eastern State Penitentiary tours and more are featured onPhilly Fun Guide dot com.
DAYCooperative
Advertising Program
Public Radio Underwriting GuidelinesUnderwriting Credits May IncludeStations are allowed to identify, not promote, commercial entities that provide generalsupport for the station. This identification can include the following:• The name of the person or entity• Corporate mission• Location information• Telephone numbers and website addresses• Audio logos that identify but do not promote• Value neutral descriptions of a product line or service• Brand and trade names• Product or service listings that do not include qualitative or comparative language
Underwriting Credits May Not IncludeThe following items are not acceptable in underwriting credits or announcements• Price information• Calls to action• Inducements to buy, sell, rent or lease• Comparative information• Qualitative information
DAYCooperative
Advertising Program
Radio Package for One Week-KYW(Runs 9 times/:60)
People’s Light and Theater Company presents Something You Did runningnow through November 19th. This gripping new play is about a formerunderground radical who seeks parole after a 30 year jail sentence. Moreinformation at peoples light dot org. Something You Did at People’s Light andTheater Company and much more on
Philly Fun Guide dot com, your go-to guide for fun in the region. Log ontoPhilly Fun Guide dot com and sign up for FunSavers; half-price ticket offerssent to your inbox every Thursday morning. Find out what’s going on in thePhiladelphia area by searching Philly Fun Guide dot com for fun things to do –
Like Eastern State Penitentiary, America’s most historic prison, daytime historytours seven days a week, and Terror Behind the Walls, one of the nation’spremier haunted houses. Just five blocks from the Philadelphia Museum ofArt. Eastern State Penitentiary history, tour details and coupons at EasternState dot org
DAYCooperative
Advertising Program
Print Advertising Advantages
•Broad Reach•Immediate Impact•Geographic flexibility•Excellent local penetration•Presentation of detailed message
DAYCooperative
Advertising Program
Full color; 3 advertisers per week
September 20, 27October 4, 11, 18, 25November 1, 8
1 week=102,000 readers
ONLY $187 Value: $244
Print Buys
DAYCooperative
Advertising Program
DAYCooperative
Advertising Program
(Philadelphia and South Jersey editions)Sunday, September 10, 2007-Fall Arts & Leisure PrevieworSunday, November 18, 2007
Full color-10 1/2x11” Free Standing Insertwith four advertisers per side
1 buy=56,000 subscribers
ONLY $1,491 Value: $6,910
Print Buys
DAYCooperative
Advertising Program
*Last year’s ad with 6 advertisers
DAYCooperative
Advertising Program
Proofing Process-New This Year
Radio copy will be sent to the advertisers 10 days before theMonday the ads begin.
Print ad proofs will be sent to advertisers 5 business daysbefore the deadline.
•Advertisers have 24 hrs. to provide text edits to their adportion•If edits were made, a final version will be sent for sign off
DAYCooperative
Advertising Program
Highlighted on PhillyFunGuide.com’s homepage the week youadvertise for FREE with your cooperative advertising insertion
DAYCooperative
Advertising Program
How do I take advantage of this great deal?
Complete the online insertion forms at philaculture.org/adcoopand send your image to Kendra at [email protected]•Fall deadline: July 9, 2007•Advertising text and images must be received with form to beconsidered
Payment due by the Friday before your ad runs.•Payment plans available.•Invoices can be requested•Method of payment: credit card or check
DAYCooperative
Advertising Program
How do I take advantage of this great deal?
Spaces are limited!• Preference will be given to first time advertisers and single
placement buyers• From there, first come, first serve• You will be able to rank your choice in spot timing
Advertisers will be notified by July 16 if their insertion is accepted.
DAYCooperative
Advertising Program
Campaign
Fall Campaign• 8 Weeks of Radio 9/17-11/11• 8 Weeks of City Paper 9/20, 9/27, 10/4, 10/11, 10/18, 10/25, 11/1,
11/8• Fall Arts & Leisure Preview in NYTimes 9/9• NYTimes 11/18
Next, Spring 2008 Campaign
• 4 Weeks of Radio 3/3-3/31/2008• 4 Weeks of City Paper 3/6, 3/13, 3/20, 3/27• Spring Arts & Leisure Preview in NYTimes 2/2008
DAYOther dates: Center City Art in Transit
This summer, the Center City District is offering Cultural Alliance members a 7%discount off Art in Transit bus shelter rental fees during the months of July &August*, 10% discount if one of those shelters is on Market East.
Art in Transit shelters are a great way for non-profit organizations to promotethemselves at low cost.
Normal rental fees range between $40 & $70 per week. Take advantage ofadditional summer savings today.
There are 47 shelters in the program, including space on Walnut, Chestnut,South Broad & Market Streets. See opposite side for map.
Interested groups should contact the Center City District no later than 8/6/07:KellyAnn Farrelly, ManagerBanner & Art in Transit [email protected]
* Discount applies to new contracts, only. $40 posting fees are not affected.
Center City DistrictAdvertising
DAYOther Dates:
PhillyFunGuide.com banner advertising
120w x 120h pixelsStandard Rate: $600Member Rate: $300
Minimum of 50,000 impressions run-of-siteCategory page ads available as well
PhillyFunGuide.com andFunSavers Advertising
DAYOther Dates:
FunSavers banner advertising
Over 62,000 subscribers
468w x 60h pixelsStandard Rate: $350Member Rate: $250
PhillyFunGuide.com andFunSavers Advertising
DAY
Want to buy more than one?
•Bulk discounts•Highlight and spotlight package perks•Promotional trades
PhillyFunGuide.com andFunSavers Advertising
DAY
The Greater Philadelphia Cultural Alliance’s Campaign for Culture, anumbrella marketing initiative, is funded by The Pew Charitable Trusts.
The PhillyFunGuide.com and FunSavers programs are additionallyfunded the National Endowment for the Arts.
Advertising