Hispanic TV Advertising for Law Firms

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					45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

NATIONAL
Advertising Plan 2007




                   The Gold Standard
 2007 – An exciting year is ahead….
 • Century 21 Real Estate LLC remains the
   ‘Most Recognized Name in Real Estate’*

 • Leverage this powerful brand with the launch
   of a new Television campaign which will:
       – Featuring the role of the CENTURY 21 Agent
       – Making the Brand SEEN and HEARD!

 • Unified brand look across all brand
   communications: collateral, online, etc!
45 countries, 7,900 office, 145,000 agents
 2007 TV advertising:
 • Leverages role of Agents who…
       –   drive the business
       –   make the customer contacts
       –   maintain the relationships
       –   live the brand promise…..
 • Features the brand and brand icons:
       – CENTURY 21 Gold Coat will return!
       – There will be consistent and strong use of
         CENTURY 21 Brand Color – GOLD!
       – CENTURY 21 will be SEEN and HEARD

45 countries, 7,900 office, 145,000 agents
      Visual structure of a 30 second commercial




45 countries, 7,900 office, 145,000 agents
2007 Media

• Objectives:
      – Target the core “trust” consumer
            • Maintain dialogue with consumer thru difficult
              process of buying a home
      – Maintain top of mind awareness
            • Maximize reach




45 countries, 7,900 office, 145,000 agents
2007 Media
 • Strategies:
       – Use TV to continue to build positive awareness and
         purchase intent
       – Define “Trust” media environments
             • Find most appropriate at each stage of purchasing cycle
       – Maintain constant dialogue
             • Extend scheduling throughout the year
             • Optimize media mix to drive impressions
       – Break through the clutter
             • Focus on key integrated sponsorships to build
               relationships with consumer



45 countries, 7,900 office, 145,000 agents
    General Market Television
• 7 months of General Market media activity:
  March – September
      – Includes 3 months of Spanish Language TV Media
• Develop integrated sponsorships concentrating
  on “The Gold Standard”
• Focus on “trusted” environments
      – CNN, TLC, HGTV, ESPN
• Utilizing :30s and :15s in media schedule:
      – With high brand awareness, :30s are not needed as much
      – :15s Add Frequency and Continuity



45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

GENERAL MKT Media Flowchart 2007




                   The Gold Standard
General Market Media Flowchart




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

PRIMETIME Television




                   The Gold Standard
    Century 21 Primetime
     • CBS is reintroduced into 2007 Century 21
       Primetime programming rounding out
       Network coverage to include:
           – NBC, ABC and CBS
     • Select programming that appeals across
       the Century 21 demographic
           – First time home buyers
           – Established home owners
           – Upscale adults

45 countries, 7,900 office, 145,000 agents
Programming Highlights




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

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SYNDICATED Television




                   The Gold Standard
CENTURY 21 Syndication

• Continue to use Syndication as a
  compliment to Primetime
     – Find programming that appeals to upscale
       adults and first time home buyers
• Focus on proven off network properties
     – High quality
     – Built in appeal


45 countries, 7,900 office, 145,000 agents
Syndication Highlights




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

CABLE NEWS Television




                   The Gold Standard
CENTURY 21 Cable News

 • Target upscale adult consumers through the
   valuable cable news daypart
 • Invest in continuous high profile
   sponsorships
       – Continued high-profile sponsorship of CNN
         Television Network’s Open House with Gerri
         Willis
       – Sustain relationship & added value with The
         Weather Channel


45 countries, 7,900 office, 145,000 agents
Cable News Programming Highlights
• CNN
      –   Anderson Cooper 360
      –   American Morning
      –   CNN Live
      –   The Situation Room
• Headline News
      – Nancy Grace
      – Home Front
      – Showbiz Tonight
• Weather Channel
      – Weekend Outlook
      – PM Edition


45 countries, 7,900 office, 145,000 agents
CNN’s Open House Renewal
• Continue successful relationship with CNN and
  Open House
     – Sponsorship of CNN’s Open House - Category
       Exclusivity
     – Ownership of CNN Open House program feature
       extensions
           • CNN - Top 5 Real Estate Tips
           • Headline News – 3 x per week (Home Front)
     – Viewer Sweepstakes
     – Digital Extensions
           • Streaming video, mobile ads, podcasts, weather box
     – Video On Demand (VOD)
           • Month long ownership


45 countries, 7,900 office, 145,000 agents
  Cable News Sponsorships
  • Renewal of Stress Free House-hunting
    forecasts
        – Weather news on what to expect as you go out
          in search of your new home
        – :05 local franchise tags added to :30 units
        – Targeted locally via zip code, city, county or
          DMA
        – Brand logo presence throughout




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

CABLE SPORTS Television




                   The Gold Standard
ESPN “Key Change of the Week”
 • Key Change of the Week
       – There seems to be key moves players, coaches or GM’s
         make on a daily basis. Whether it’s a manager making a
         key lineup change, a batter fixing his swing or a GM making
         a trade that helps shape the ball club…..we’ll take a look at
         the “Key change of the week” in Baseball Tonight.
       – Execution:
             • 1x per week in Sunday afternoon Baseball Tonight
             • Billboard with audio to read, i.e. “Key change of the week
               is brought to you by Century 21, plus tag”
             • CENTURY 21 Brand Spot and Billboard will be adjacent to
               feature




45 countries, 7,900 office, 145,000 agents
NTRA Partnership Renewal
• Continued ownership of the finest Real Estate in Racing:
• “The Century 21 Winner’s Circle”
      – Century 21 will receive entitlement of the Winner’s Circle
      – In-show coverage during NTRA broadcasts
      – Verbal mention and graphic display of the Century 21 Winner’s
        Circle across ABC, and ESPN/ESPN2
• Official Real Estate Service Provider of Horse Racing
• Grant Rights
• Print and TV



45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

CABLE ENTERTAINMENT Television




                   The Gold Standard
Entertainment Cable Strategy
• Focus was on networks who provide
  programming most relevant to Century 21
  target audience
     – Focus on integrated programs with A&E and TLC
     – Use TBS, TNT and USA as additional reach
       vehicles
• Focus on additional Networks providing
  sponsorship opportunities & exclusivities in
  Real Estate-related programming


45 countries, 7,900 office, 145,000 agents
 Buy Highlights
• Savings in Cable News allowed for shift of dollars to Cable
  Entertainment
• Chose Networks selection based on ability to perform against
  each consumer segment
   – Share based on ability to provide compelling added value

• Reach 1st time Buyers                       Upscale   Shelter




 45 countries, 7,900 office, 145,000 agents
Program Highlights




45 countries, 7,900 office, 145,000 agents
Expanded “Sell This House” on A&E
• Exclusive Real Estate category sponsorship of
  Premiere episodes
    – During A&E’s Weekend Lifestyle Programming Block in 1Q
      & 3Q’07
    – Billboard featuring property logo and tagline will air attached
      to the show when in flight
• Integration
    – Approx. Six (6) Premiere episodes will air each quarter*
• Century 21 will receive the following sponsor
  elements in premiere episodes:
    – Show Opening Inclusion
          • Branding will be included in the show’s opening credits



45 countries, 7,900 office, 145,000 agents
“Sell This House” on A&E
• Leaderboard Logo Placement
      – End of show leaderboard that calculates all the costs
        associated with remodeling the home
• Fact Bumper/Selling Home Tips
      – Century 21 branding will be featured in an in-show fact
        bumper that offers viewers a home selling tip
      – Fact bumper will transition from Century 21 commercial back
        into the show
• Brand Bridge
      – Positioned in program time adjacent to the first break
            • the :10 Brand Bridge will creatively link a Century 21 and
              tagline with Sell This House through a customized
              graphics package



45 countries, 7,900 office, 145,000 agents
TLC’s “My First Home” Partnership
Program Description:

• Century 21 becomes Preferred Buying Agents
      –   Specifically 2 integrations guaranteed for Century 21
      –   Commercial exclusivity for all original episodes
      –   First right of refusal for Season 2 of My First Home
      –   10 tagged tune-ins
      –   3 :30 units and 1 billboard in each new episode (11
          episodes)



45 countries, 7,900 office, 145,000 agents
Renewal of HGTV House Hunters
• House Hunters Elements
     – HGTV’s #1 Show in primetime for Adults 25-54!
     – Program Sponsorships
         – Billboard & 2x :30 in each episode
     – :20 Web promos driving to HGTV.com’s Century 21 online
       utility
     – 25% of overall impressions in Thursday Night’s episodes
         – Highest rated HGTV property

• Sunday Morning Real Estate Block
     – 11am-1pm Real Estate programming block
        – Century 21 will feature significant presence via units
          and billboards


45 countries, 7,900 office, 145,000 agents
DIY Best Built Home Giveaway Renewal
• Maintain sponsorship level presence on DIY for Best Built
  Home Giveaway – National Category Exclusivity!
     – Promotion Dates: Apr 2 - May 14,
     – DIY's 2007 Best Built Home Giveaway
           • Grand prize: Brand new house (plus a car!)
           • Part of five-part DIY Best Built Home Workshop
•   On-Air Feature Sponsorship
     – 180 Tagged spots
     – Tagged Sweepstakes spots across all Scripps properties
•   Audio/video sponsor identification in two (2) :60 DIY Best Built Home
    Practices vignette spots
•   One :30 commercial in each episode of DIY's Best Built Home
    Workshop five-part series: total of ten (10) :30 units
•   Print and Online elements

45 countries, 7,900 office, 145,000 agents
TV Guide Showcase
• Continue relationship with TV Guide’s
  Showcase featuring Century 21’s negotiated
  sponsorships
      – TV Guide to leverage their relationship with Scripps
        networks and bring Century 21 a customized
        promotional platform for their sponsorships
            • 2 minute segment highlighting Century 21’s
              sponsorship with Scripps
            • House Hunters Showcase to air 24 times
              throughout 2Q’07 and 3Q’07
      – Local tagging available as well as sponsorship of the
        411-billboards and voiceovers
      – Showcase may also be based around other TV
        events Century 21 is sponsoring


45 countries, 7,900 office, 145,000 agents
“The Daily Show” on Comedy Central
• Continuation of successful partnership with
  the best fake news program on television
• Newsbreaks are :30 spots airing twice
  between 8p & 11p, Monday through
  Thursday
      – 2 Tagged Promos with Adjacencies
            • :07 Billboard & :30 Commercial unit will run
              adjacent to The Daily Show Newsbreak promo
              spots two times
      – Billboards
      – Commercial Placements
            • One commercial unit will run adjacent to show
              promo spots to form Tagged Promos
            • One commercial unit will run adjacent to each
              billboard


45 countries, 7,900 office, 145,000 agents
Sci Fi Saturday Movie Sponsorship
• Every Saturday viewers tune in to a
  new-to-Sci-Fi movie premiere
     – 5-week quarterly package
     – Sponsor logo to be incorporated into
       title graphic
     – Tagged tune-in promo spots
     – Sponsor “presented by” audio and
       visual presence within packaging/tag
     – open or close billboards in each movie




45 countries, 7,900 office, 145,000 agents
                            USA “Law & Order”
                           Saturday Sponsorship
• USA airs marathon runs of highly acclaimed
  Law & Order: SVU
• SPONSORSHIP ELEMENTS:
   –   Fifteen exclusive :10 A/V tagged tune-in spots
   –   Two special exclusive :05 sponsor “show openers”
   –   Three open/close billboards during the block
   –   Exclusive sponsor per week




 45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

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REFRESHED Collateral Rollout




                   The Gold Standard
 2007 Collateral Refresh




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

HISPANIC Targeted Media




                   The Gold Standard
 2007 – An exciting year is ahead….
• Century 21 Real Estate LLC remains the ‘Most
  Recognized Name in Real Estate’*

• Hispanic Creative will leverage the strong branded
  presence of the General Market TV campaign:
      – Featuring the role of the CENTURY 21 Agent
      – Making the Brand SEEN and HEARD!

• Development of a consistent and unified brand look
  across all brand communications: collateral, online,
  etc…Hispanic and General Market!


45 countries, 7,900 office, 145,000 agents
 2007 TV advertising:
 • Leverages role of Agents who…
       –   drive the business
       –   make the customer contacts
       –   maintain the relationships
       –   live the brand promise…..
 • Features the brand and brand icons:
       – CENTURY 21 Gold Coat will return!
       – There will be consistent and strong use of
         CENTURY 21 Brand Color – GOLD!
       – CENTURY 21 will be SEEN and HEARD
45 countries, 7,900 office, 145,000 agents
2007 Media
   Objectives
   • Continue to increase CENTURY 21’s brand awareness
     among Hispanic Adults (Spanish Dominant)
   • Continue education platform to build brand loyalty
         – Targeting in order of priority:
               • First Time Buyers
               • Sellers
   • Drive walk-in traffic to CENTURY 21 offices
   • Drive online traffic to Spanish website
     www.century21espanol.com

   Strategy
   • Implement via targeted integrated marketing
     communications plan
45 countries, 7,900 office, 145,000 agents
 Tactics to get there

• Placement within relevant programming
      – News shows
      – Key morning show segments

• Add sports programming to extend reach
  against men

• Negotiate vignettes and on-screen tips to impart
  information to consumers


45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

HISPANIC MKT Media Flowchart 2007




                   The Gold Standard
Hispanic Market Media Flowchart 2007




45 countries, 7,900 office, 145,000 agents
45 countries,
7,900 office,
145,000 agents

Click to edit Master title style

HISPANIC Television Programs




                   The Gold Standard
Univision Network Details
• In addition to branded commerical placement
  (:30 brand spots) Century 21 presence on
  Univision Network also includes sponsorship of:
    – Julie Stav Financial vignettes and Financial Segments
    – Sabado Gigante:
          • Sabado Gigante is a popular variety show on
            Univision hosted by the ever popular and dynamic
            Don Francisco.
          • CENTURY 21 will continue the partnership with Mr.
            Francisco in the communication of valuable
            homebuying tips during program.
                – Branded commercials will also air to further increase
                  awareness of CENTURY 21 as a resource among
                  consumers


45 countries, 7,900 office, 145,000 agents
Telemundo Network Details
 • In addition to CENTURY 21 Brand spots,
   package includes:
       – Custom production of 3 CENTURY 21
         customized vignettes that will air in conjunction
         with brand spots
       – Product Placement in “Cada Dia Con Maria
         Antonieta” morning show in addition to Agent
         interview on tips to first time home buyers.




45 countries, 7,900 office, 145,000 agents
Telefutura & Galavision Network Details

 • In addition to CENTURY 21 branded spots, package
   includes:
       – Telefutura:
             • Sponsorship of Julie Stav Vignettes
             • Sponsored Newsbriefs

       – Galavision:
             • Sponsorship of Financial Segments
             • Comedy Night Sponsorship




45 countries, 7,900 office, 145,000 agents
Fox Sports en Español Network Details
 •    This is a new addition to the CENTURY 21 media plan for 2007.
      Network buy package will expand CENTURY 21 presence into:
       – 2007 Copa Libertadores
             • Includes Sponsorship of an ‘In game Trivia Feature’
       – Major League Baseball – 2007 All Star Game
       – Soccer Leagues:
             • Futbol de Mexico, Futbol de Argentina, Futbol Mexicano
               Primera A, Futbol Internaciaonal
       – CENTURY 21 sponsored ‘Call in Feature’ with Jorge Ramos
         en Vivo



45 countries, 7,900 office, 145,000 agents
Main Menu                                                                                                     Page 1 of 1




Victor Platt, CBR                                    THE GOLD STANDARD IN REAL ESTATE
Licensed REALTOR ®
631-255-9086 Cell
631-467-0009 Office
516-977-0531 Fax
victor@victorplatt.com   Click her to contact me
                           My Listings
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MLS - Find Properties         My firm and myself will provide you with professional and dedicated service
The Buying Process            throughout the selling process. No stone will be left unturned to find you a
Buyer Representative          home or a qualified buyer by working hard utilizing the latest technology and
Financing Video               marketing. I am proud to be a Century 21 agent servicing my clients in this
House Hunting Video           outstanding community. Your neighborhood has become a central part of my
Marketing Your Home           career focus and my personal policy is to give the best customer service
Advertising                   around. People I know love doing business with me. When you are ready or
Websites                      have any questions please feel free to call me at 631-255-9086.
RE News and Info
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                              Seller Service Pledge - Click Here
                              Buyer Service Pledge - Click Here

                              Century 21 Princeton Properties has been servicing Suffolk County since
                              1976. We offer our customers the convenience of being a multiple office. We
                              specialize in Residential, Re-Sales, New Construction, Land, Commercial,
                              Condos, Co-ops, Rental Management and Relocation.

                              Cell Phone: (631) 255-9086
                              Business:     (631) 467-0009
                              Email: victor@victorplatt.com
                              Click her to contact me




 www.victorplatt.com
http://www.victorplatt.com/                                                                                   12/10/2007

				
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Description: This is an example of hispanic tv advertising for law firms. This document is useful for conducting hispanic tv advertising for law firms.