Online Publishers Association Capabilities, and Strategic and Communications Approaches

1
Online Publishers AssociationCapabilities, and
Strategic and Communications Approaches

• July 11th, 2008

2

• C2 Creative helps clients engage their most
  important audiences, utilizing the most effective
  techniques available

3

• Engagement
• is the new currency

Requires the willingness and abilityto
communicate with audiences on their terms.
4
Engagement Process
Strategy
Execution
Results
OBJECTIVES Organization Participants
PROCESS Methodologies Technologies
OUTCOMES Behavior Actions
Return on Objectives
5
Engagement Results

• An informative, entertaining, interactive and
  productive campaign
• A process which engages and challenges
  participants to align behavior with corporate
  objectives
• Actionable feedback data for the company
• Maximum retention of key information
• A sustainable spike in behavior change post-
  engagement
• Measurable Results!

6
6
7
because of our broad range of capabilities, C2
Creative has no preset bias as to how your brand
communications investment should be allocated
other than what will work best!
7
8
(No Transcript)
9
strategic brand development and
application advertising and promotions web and
interactive training application development
multimedia design video and print design and
production meeting and event staging/production ex
periential marketing /street events presentation
design/speechwriting/speaker support presentation
management systems environmental branding/trade
show exhibit and display design
10
Media Planning and Buying

• While C2 does not plan or buy media, as part of
  the Omnicom network of agencies, we regularly
  partner with one of our sister agencies in the
  Omnicom Media Group (OMG).
• Based on your specific needs, we will identify
  the most appropriate agency and work
  collaboratively in implementing any plans.

11
(No Transcript)
12

• 29 years in business
• headquartered in New York Cityoffices in
  Charlotte, NC, Washington DC and Philadelphia, PA
• part of Omnicoms diversified agency services
  (DAS) since 2001
• broad category experience
• long list of top-tier clients

13
(No Transcript)
14
(No Transcript)
15

• media/entertainment
• technology
• publishing
• not-for-profit
• retail/consumer products
• financial services
• automotive
• healthcare/pharmaceuticals

16
media/entertainment

• C2 Creative has produced over 100 unique Upfront
  initiatives for more than 60 TV networks.
• We have engaged all key audiences, including
• advertisers
• affiliates
• trade/media buying community
• press
• through traditional advertising, direct mail,
  online engagement, branded gaming, live meetings,
  presentations, experiential, promotions
  sweepstakes.

17
How Our Clients Have Benefited
18
Interactive Data
19
Interactive Data
20
Philips Branding Game
21
Philips Branding Game
22
AVIVE technologies, LLC
23
AVIVE Technologies, LLC
24
AVIVE Technologies, LLC
25
AVIVE Technologies, LLC
26
AVIVE Technologies, LLC
27
AVIVE Technologies, LLC
28
AVIVE Technologies, LLC
29
Toshiba
web demo
local demo
30
DirecTV
31
Fox Sports Network
32
Fox Sports Network
33
Fox Sports Network
Interactive Demo
34
Fox Sports Network
35
Fox Sports Network
36
Fox Sports Network
37
Fox Sports Network
38
TV Guide Upfront 2005
39
TV Guide Upfront 2005 Interactive CD
local .exe
40
TV Guide Upfront 2005 Flash Game
41
TV Guide Upfront 2006
42
TV Guide 2007
43
TV Guide 2007
web demo
44
TV Guide 2008
45
TV Guide 2008
46
TV Guide 2008
47
TV Guide trade ad
48
OPA Strategic Direction
49
For a Strategic Direction to Work it Must Do
Three Things Successfully

• It must be
• Motivating to the target (and ultimately, their
  consumers)
• True to the product or service
• Distinct from the competition

50
Brand Strategic Direction
51
OPA - Understands that Brands Benefit By Being
in Good Company
motivating to thetarget
true to theproduct or service
OPA can surround your brand in a highly
desirably and complementary environment
OPA represents some of the best-in-class, most
respected on-line publishing content providers
Unlike other Ad Networks, OPA can guarantee
specific, high quality placement
distinctive from the competitive set
52
Some Broad Creative Directions
53
Who Youre Seen With Says a Lot About You

• Environments have a rub-off/halo effect
• A brand can benefit from association and contact
  with world-class brands that offer world-class
  content
• There is an ancillary, positive emotional benefit
  on the part of the consumer
• OPA offers advertisers and brands just such a
  unique surrounding and offering

54
Its Where to Be

• OPAs members provide the places to be seen
• By association, brands become an honorary
  member of an extraordinarily desirable club
• This is OPAs unique brand promise and the
  reaction isYeah my brand needs to be there

55
Get Closer

• A brand can get closer to their target with
  OPA, therefore they can be a closerthus
  sealing the deal
• By association and hitting the target where they
  live a brand can better connect with that target
  on an emotional level
• This is OPAs brand DNA, it is true, unique thus
  believable and own able

56
Tactics Getting the Word Out

• Be media agnostic
• Media kits, mailings, premiums, etc.
• Look at non-traditional forms of communications
• Different, experiential ways to connect and
  engage with your brand
• Use your website as a sales toolonline games,
  branded webisods, etc.
• There is no set formula

57
In the End, Directionally its All About

• Location, Location, Location

58
thank you