early childhood integrated marketing campaigns - all points media 2015
TRANSCRIPT
Early Childhood Integrated Marketing Campaign
Static + Digital + Live Interaction
Account Executive: Paul Crowder
503-310-5227 ext. 315
Campaign Description
• Through the use of high traffic Community Recreation Centers, Preschools, & Kindergartens, your brand will be able to tap into Early Childhood Programs to offer live interactions with your brand and their core demo of kids 3-6 and their parents. This program also contains static place-based signage and digital/social media elements that integrate to effectively reach & engage kids and their parents.
Venue Descriptions
• Venues with Early Childhood Programs that will be utilized and their primary demo are below.
– YMCA: Primary Demo: 3-5
– Boys & Girls Clubs: 6-8
– Youth Community Centers: 3-4
– Preschools: 3-5
– Kindergartens: 5-6
Venue Descriptions Cont.
• Average Daily Traffic Counts
– YMCA, Boys & Girls Clubs, Youth Community Centers: 850
– Preschools & Kindergartens: 180
Part 1 of 3: Static Place-Based
Part 1 of 3: Static Place-Based
• Posted in each venue will be 1 qty – 2’x5’ Vinyl Banner Stand in the highest traffic, bottleneck point allowed.
Part 2 of 3: Digital
Part 2 of 3: Digital
• Each participating venue will mention your brand in their print news letters, e-newsletter as well as social sites (location participation levels can vary)
• Membership average of 3,000 + per community recreation center
• Over 1,000 average likes per Facebook page
• Preschools & Kindergartens have access to average of 200+ parents via email/Facebook
Part 2 of 3: Digital
Part 2 of 3: Digital
Part 3 of 3: Live Interaction
Part 3 of 3: Live Interaction
Part 3 of 3: Live Interaction
• One brand ambassador per market will travel to at least 20 locations per market with Digital Kiosk, on scheduled days including each Community Recreation Center, Preschool, & Kindergarten that are participating in the Place-Based and Digital portions of the campaign
• This will take place over the course of 4 weeks
• Each day consists of 8 hour segments including drive time.
Part 3 of 3: Live Interaction
Part 3 of 3: Live Interaction
Part 3 of 3: Live Interaction
Cost of Campaign Market (DMA) # of Venues $ Per Venue Total $ Per Market Live Kid Impressions Overall Imps
New York City 15 $2,000 $30,000 2,700 570,000
Chicago 15 $2,000 $30,000 2,700 570,000
Los Angeles 15 $2,000 $30,000 2,700 570,000
Philadelphia 15 $2,000 $30,000 2,700 570,000
Dallas 15 $2,000 $30,000 2,700 570,000
San Francisco 15 $2,000 $30,000 2,700 570,000
Boston 15 $2,000 $30,000 2,700 570,000
Atlanta 15 $2,000 $30,000 2,700 570,000
DC/Baltimore 15 $2,000 $30,000 2,700 570,000
Houston 15 $2,000 $30,000 2,700 570,000
Detroit 15 $2,000 $30,000 2,700 570,000
Phoenix 15 $2,000 $30,000 2,700 570,000
Seattle 15 $2,000 $20,000 2,700 570,000
Tampa 15 $2,000 $20,000 2,700 570,000
Totals 210 $2,000 $420,000 37,800 7,600,000
All Costs Are NET
Minimum 15 Locations Per Market
Portable Display For Live Interaction Per Market Cost (Additional $2,000 NET per market) Digital Mobile Billboard For Live Interaction Per Market Cost (Additional $20,000 NET per market) Custom Touch Screen Application can be built and used for Live Interaction (Request Quote)
Cost Breakout
Live Interaction
Market (DMA) # of Venues $ Per Venue Total $ Per Market Live Kid Impressions Per Market
New York City 15 $1,750 $26,250 2,700
Chicago 15 $1,750 $26,250 2,700
Los Angeles 15 $1,750 $26,250 2,700
Philadelphia 15 $1,750 $26,250 2,700
Dallas 15 $1,750 $26,250 2,700
San Francisco 15 $1,750 $26,250 2,700
Boston 15 $1,750 $26,250 2,700
Atlanta 15 $1,750 $26,250 2,700
DC/Baltimore 15 $1,750 $26,250 2,700
Houston 15 $1,750 $26,250 2,700
Detroit 15 $1,750 $26,250 2,700
Phoenix 15 $1,750 $26,250 2,700
Seattle 15 $1,750 $26,250 2,700
Tampa 15 $1,750 $26,250 2,700
Totals 210 $1,750 $367,500 37,800
Cost Breakout
Static Signage Added
Market (DMA) # of Venues $ Per Venue Total $ Per Market 4 Week Impressions Per Market
New York City 15 $175 $2,625 550,800
Chicago 15 $175 $2,625 550,800
Los Angeles 15 $175 $2,625 550,800
Philadelphia 15 $175 $2,625 550,800
Dallas 15 $175 $2,625 550,800
San Francisco 15 $175 $2,625 550,800
Boston 15 $175 $2,625 550,800
Atlanta 15 $175 $2,625 550,800
DC/Baltimore 15 $175 $2,625 550,800
Houston 15 $175 $2,625 550,800
Detroit 15 $175 $2,625 550,800
Phoenix 15 $175 $2,625 550,800
Seattle 15 $175 $2,625 550,800
Tampa 15 $175 $2,625 550,800
Totals 210 $175 $36,750 7,711,200
Cost Breakout
Digital/Social Added
Market (DMA) # of Venues $ Per Venue Total $ Per Market 4 Week Impressions Per Market
New York City 15 $75 $1,125 16,500
Chicago 15 $75 $1,125 16,500
Los Angeles 15 $75 $1,125 16,500
Philadelphia 15 $75 $1,125 16,500
Dallas 15 $75 $1,125 16,500
San Francisco 15 $75 $1,125 16,500
Boston 15 $75 $1,125 16,500
Atlanta 15 $75 $1,125 16,500
DC/Baltimore 15 $75 $1,125 16,500
Houston 15 $75 $1,125 16,500
Detroit 15 $75 $1,125 16,500
Phoenix 15 $75 $1,125 16,500
Seattle 15 $75 $1,125 16,500
Tampa 15 $75 $1,125 16,500
Totals 210 $75 $15,750 231,000
What Locations Will Be Used?
• Locations will be vetted by researching each venue to rank priority locations.
• Locations that can offer us the highest traffic with your target demo will be utilized for participation first and foremost.
• The majority of locations will be Community Rec Centers followed by high traffic Preschools & Kindergartens.
• A 4 week schedule will be put together based on peak hours/days for each location to maximize each live interaction.
• If locations do not wish to participate in the signage portion/digital portion, but would like to have us come in for the live interaction, we will include them as added value. These locations will also help fill occasional gaps in the schedule to keep our 20 live interaction days filled.
• We will create a script with your brand that will line item specific selling points/features you want each Brand Ambassador to present.
• We will build out a custom schedule based on working with locations to find the time slots that would be best for each live interaction.
– Our goal is to have each of the paid 15 paid media locations be a time slot when parents will show up to pick up kids. The majority of locations will be Community Rec Centers followed by high traffic Preschools & Kindergartens.
• Our brand ambassador will drive to each location, unload the display, meet with our contact, set up display in pre-designated area.
How Exactly Is the Live Interaction Executed?
• Live Interaction will begin and location contact will introduce the brand product to the kids.
• The Brand Ambassador will go through the Live Interaction Script and use volunteer kids to demonstrate the features for 15-20 minutes.
• The Brand Ambassador will then open the rest of the time up for kids to take turns and interact with the touch screen display & your brand.
• When parents come to pick up the kids, the BA will interact with them about features and pass out any informational items you would like them to.
• Then lots of parents will buy your product for their kids
How Exactly Is the Live Interaction Executed? (Continued)
Proof of Performance
• Weekly report containing all locations visited with logged hours
• Brand Ambassadors will check-in @ each location via app @ beginning and end of each activation and will attach phone screen shot with each report
• Photos will be taken of each live activation and included in weekly report, including posted signage.
• Screen shots of any digital recognition will be added to the weekly report as well