Auburn Porchetta Media Options
For discussion purposes, following are several options to consider advertising for 4th quarter 2004. Opportunities suggested are all considered to accomplish two marketing objectives: Generate Regional Awareness Impact Influencers Opportunities are arranged by medium: Print Small Space Ads Insert Programs Radio Television Note that cost of producing a television spot may make TV options unacceptable, but a few of them do not require a separate spot. Estimate $5000 for writing and producing a simple TV spot. Budget - $100,000
Print Small Space Ads
Small Space B/W Ads – Estimate $30 CPM – 1 million circ = $30,000 budget Negotiate best prices for small space ads in sports or college oriented magazines. Examples of magazines to consider: BH&G Outdoor Casual (Annual) InStyle ESPN The Magazine Football Digest Football News Host Communications Sports Publications – Official programs for major college games Auto Racing Digest Nascar Illustrated Winston Cup Scene Nascar Preview and Press Guide
Home Service & Home magazines – BH&G, Southern Living, Coastal Living, Martha Stewart Living, etc. often have garden and outdoor entertainment editorial. These books could also be approached for opportunistic buys. Some restaurant and food service magazines might also be considered – i.e., Special Events magazine discusses products for parties, meetings and events – but should probably be approached as a public relations opportunity first. Publications will be approached for remnant space at a low CPM. Client will need to approve list of possible publications and agency will negotiate for opportunistic space. There will be no guarantee of number of ads or specific publications. Ads will need to be developed that can be converted easily to different sizes. Host Communications – Game Day Programs – 350,000 – Budget $17,500 Host publishes the programs distributed as special college athletic events in Atlanta. For the 2003-04 season, they are responsible for six events – Georgia Football games in Athens, Georgia Basketball games in Athens, SEC Football Championship game at the Georgia Dome, Peach Bowl at the Georgia Dome, SEC Men’s BB Championship at the Georgia Dome and NCAA DI MBB Regional games at the Georgia Dome. Total package is 37 games, 6 publications reaching nearly 1,000,000 spectators.
Note some of these programs may have already been printed.
Insert Programs
Newspapers - Quantity 75,000 – 100,000 - Budget $40,000 Inserts in Sunday newspapers. Prioritize markets based on team logos or race locations. Insert one time in 2-3 markets, depending on quantity available. Estimated cost - $25-$30/thousand inserts PLUS printing costs (est. $20/M) Billing Statement Inserts/Catalog or Package Inserts – Quantity 75,000 – 100,000 Budget - $40,000 Consider Utility, Cable & Satellite, Newspaper Statements, Garden Catalogs, Cable Bills (can sort by income), Package Inserts (i.e., Omaha Steaks or Montana Legend Steaks) Negotiate placement based on demographics of statement customers. Estimated cost - $25-$30/thousand inserts PLUS Printing costs (est $20/M) Specialized Mailing Lists – 118,000+ – Budget @ $13,000 Grill Lover’s Parts Buyers – mailing list of buyers of replacement parts for name brand grills. File has 118,000 names of 12 month buyers. Cost is $90/M and can be broken out by state. Cost of producing mailer is extra (est $20/M). Sports Enthusiasts – mailing list “with attitude” to sports enthusiasts who live and die by the scoreboard. Most are single men under 35, 6.7 million names in the file can be sorted by education level, zip code and other demographics. $70/M for list plus production costs. Tailgaters Lists – Estimate $100/M for use with state break out.
Radio Opportunities
Specific Markets – Sports Stations – Cost varies by market and strength of station Estimated six- seven college markets could be covered for $100,000 budget. Proposals have been received from several radio stations representing SEC teams. Packages are available in coaches shows and game broadcasts. Premiums are involved for sponsoring sports shows, but product give a way contests could increase exposure. Following is a recap of some proposals: WAUD AUBURN – Pre-game radio Sat 10A-3P – 6 home games $1800
WNOX – AM/FM – Knoxville $4,200 UT Football Game Week programs – August – November @ $1050/month Sports Fix at Six program w/contest and weekly prizes. Includes :60 second spots and promotional announcements. Could donate prize for weekly contest. @ $500/week. WIVK – FM – Country Format – Knoxville, TN $34,000 Station broadcasts UT sports simulcast with WNOX. Package present includes pre-game shows for football and basketball as well as one spot during the games and Sunday Sports Sound-off show. Investment for 114 spots is $28,903 net. Special UT sports shows are also offered on a per spot basis (@ $390/spot/game) WRIX – FM – Sports/Talk – Greenville/Spartanburg, SC. $1,765 Package offers in game spots and spot in Coach Lou Holtz’ Wednesday night program. Cost is $125/week or $1500 net for 12 games. WJOX/WZRR/WYSF/WAPI – Birmingham, AL $10,000 Package offers spots during Alabama and Auburn games and the Alabama Coaches call in show. Package cost is $8750 net for 25 games. 790 The Zone - Local news/talk/sports station has also submitted a proposal. Note that Georgia, Florida and Texas programs would be a higher cost than those shown above. This option gives uneven coverage in each market and skips some markets entirely. Regional Sports Radio to cover Southeast – Network shows heavily cover SEC and ACC sports. Broadcast on stations in AL, AR, FL, GA, KY, LA, MS, SC, TN, TX, VA, WVA. Southern Sports Tonight Network – $12,000
Carried on 118 stations throughout the Delta and Southeast, they broadcast intraSEC games and coaches shows. Hosts also discuss Nascar and other southern sports. Offer consistent exposure to a loyal listening audience of about 60,000 men 25-54 (AQH). They are currently doing a promotion for www.mytailgate.com with trivia questions each night, giving away a $40 gift certificate for the site. We could create a promotion for the beginning of the football season with give-aways during the “What’s for Supper” segment of the show. They re-broadcast two SEC football games per week during the season. Broadcasters are Max Howell and Scott McKinney who have some recognition in college sports broadcasting. Web component, www.southernsportstonight.com can be included in programs. Cost to play on this network would be around $12,000 for 8-12 weeks.
Television Opportunities
WSB-TV – Promotional Campaigns $50,000 + Spot Production Georgia 500/Aarons 312 Dream Home Sweepstakes (Race 10/25-26/03) WSB-TV will air 30 second messages over a 6 week period to encourage race fans to enter the sweepstakes. Contest invites viewers to predict the pole-sitters and winners of these two races. Contestants enter via wsbtv.com and sponsor icons will be placed on entry page with links to contest rules and sponsor sites. Sponsors receive minimum of 250 TV HH GRPs, logo on web site and profile page on site, tickets to the race. Value of promotion is $61,000 and is bonus with $50,000 spending commitment. Winston Cup Rankings for Fan Brands Drivers (as of: 8/12/03) 1. Jeff Gordon - 3rd Place 2. Jimmie Johnson – 4th Place 3. Tony Stewart – 11th Place 4. Bill Elliott – 17th Place 5. Dale Jarrett – 27th Place
2003 College Football Package $50,000 + Spot Production Per spot rates for ABC broadcasts of College Football on WSB-TV range from $5,000 to $30,000 (GA/GT) Discounts given for multiple spot buys. Opportunistic buy for any game if TV spot is available.
Comcast Sports Southeast (CSS) Proposal to come $20,000-$40,000 Regional sports network covering nine states in the SE. Programming includes tape-delayed SEC games and weekly coach’s and preview shows.
Reaches approximately 3.9 million subscribers, mostly in GA, TN, FL and AL. The Pit Stop hosted by Dan Elliott is a call in show for racing fans that airs Wednesdays at 5PM with re-airs twice during the week. Custom end of season package could include give-a-ways and spots. Runs during NASCAR season, so this would be primarily for 2004. College football re-broadcasts. September – December. Carry games for Alabama, Auburn, Tennessee, Georgia, South Carolina, Clemson, Kentucky, Vanderbilt, Arkansas, Mississippi State. Also carry high school football and 18 college coaches’ shows. Package of over 600 spots in football re-airs and coaches shows plus promos is offered at $175,000. Network is developing three levels of proposals to run 4th quarter. May or may not require production of a TV spot. Channel 46 – CBS – BH&G Tailgate Guide Budget $15,000 12 page mini magazine direct mailed to station database of 10,000 Georgia fans with production done by BH&G (Meredith owns 46). Filled with party planning advice for tailgating. Full color ½ page ad. Additional copies are available for distribution by sponsors. Custom :30 second promo on air for fans to request copies. Tag on promo spots would be shared with other two sponsors – KFC and General Motors. 50+ promo spots w/3 sponsors per tag. Internet component with logo and hyperlink. Cost is $15,000. Mailed in September. Closing by 8/15. CAMA – Cable Advertisers of Metro Atlanta – Budget $67,000 Cable Interconnect of the north half of Georgia reaching over 1.2 million households. Touchdown Package of college football games including 12 SEC, 3 UGA, 10 ESPN, 10 ESPN2 and 10 Fox Sports broadcast games. Total of 45 games. $67,000 CSS games are broadcast over CAMA.
Fox Sports - South – Southwest – Florida Budget $45,000 Spot opportunities in Totally Nascar, Nascar this AM, Fox Sports News, Victory Lane and college sports programs Approximately $45,000 for 75+ spots reaching Texas through the Carolinas. Requires production of a TV spot. Turner South – Mississippi – Carolinas Budget $25,000 Spot opportunities on Rick & Bubba show, movies, etc with broad reach throughout the Southeast. May have opportunity for product use by movie hosts. Budget of $25,000 for 75+ spots. Requires production of a TV spot.
Other Ideas
Progressive Farmer Dream Country Home This custom designed (by Southern Living designers) country home will be featured in the September issue of Progressive Farmer magazine with distribution throughout the south and mid-west. The show house is near Birmingham and is estimated to draw over 60,000 visitors over a three month period this fall. This publication is also building a dream shop at the Texas State Fair that runs the week of the Texas-Oklahoma football game. A small space ad in the magazine that has 600,000 circulation . Budget approximately $20,000.