Title: Inform the Houston market about the importance of using a Professional, Licensed and Bonded Plumber'
1(No Transcript)
2(No Transcript)
3GOALS AND OBJECTIVE
Create a 12 month campaign on KPRC, LATV, and
Click2Houston.com to achieve the following
- Inform the Houston market about the importance
of using a Professional, Licensed and Bonded
Plumber. - Increase career awareness within plumbing
industry.
4What Consumers Need To Know
Hiring a licensed plumber can protect consumers
from non-complying work, errors, accidents,
physical injury, and improper plumbing.
5A Key Concern
SHORTAGE OF TECHNICIANS!
The pool of qualified technicians shrinking 20
to 25 percent because of retirements and
insufficient number of new plumbers.
-A Houston Industry Expert
6WHAT CAN BE DONE?
Educate consumers and recruit potential
candidates through
Television
Internet
7WHY TV?
- Sight, sound, motion and emotion let you
communicate your message more effectively to
viewers. - The right message goes to the right people at the
right time in the right place!!
8Creative Concept You Wouldnt Trust
9Creative Concept Jack of All Trades
10Creative Concept Spokesperson
11WHY TV?
- Significantly create awareness through a
consistent message to the marketplace by
advertising on
12HOUSTON DMA COVERAGE MAP
20 County DMA
- Total Households
- 2,087,000
- Total Adults 18 in DMA
- 4,212,000
Source Nielsen Media Research
13KPRC LOCAL 2 VIEWER PROFILE
- 53 of KPRC Local 2s audience have a household
income of 50K . - 24 of KPRC Local 2s audience have a household
income of 100K. - 66 of KPRC Local 2s audience are homeowners.
- 34 of KPRC Local 2s audience plan to pay for
some type of home improvement project in the next
12 months.
Source 2008 Marshall Marketing
14WHAT IS ?
- Our Brand
- Bilingual, bicultural, music/entertainment
multimedia brand - Our Audience
- U.S. Latinosyoung adults 12-34
- Our Reach
- Unmatched distribution through Comcast Digital
Cable or Digital Television - Nearly 100,000 Hispanic Households subscribe to
Digital Cable in Houston - Our Strategy
- Reach an audience underserved by Traditional
General and Hispanic
Source Market Media
15DYNAMIC AUDIENCE
- 12-34 Demographic is the fastest Growing Segment
of the Hispanic Market - 39 of the Hispanic population
- Median age 27
- (US Census Bureau 2006)
- Fully Bilingual
- Consume media in both English and Spanish
- (HispanTelligence 2007)
- Total Hispanic Buying Power
- 838 billion
- (Mercanti Group 2007)
16(No Transcript)
171 BROADCAST TV SITE IN TEXAS
Best Web Site First Place 2008 Texas Associated
Press Awards
The highest rated broadcast news site in Texas,
Click2Houston caters to an upscale audience and
reaches over a million unique viewers every month.
- Monthly Audience Totals
- Unique Viewers 1,972,857
- Page Views 16,079,836
Source WebTrends Reporting, AVG Jan-May 2008
Source Nielsen//Net Ratings Jan-April 2008
18Hourly KPRC-TV / Click2Houston.com Audience
Source WebTrends, May 2006 Nielsen Media
Research, May 2006
Reaching the audience at work, Click2Houston.com
usage peaks upon arrival at work, lunch hours and
in the afternoon as viewers check traffic and
news headlines before heading home.
19ROTATING BANNER ADS
Leaderboard (728x90)
Banner ads will rotate in key sections of
Click2Houston.com inviting people to learn more
information. When users click on the ads they
will be taken to your buffer page where they find
extensive information about the importance of
licensed plumbers and career opportunities.
Display (300x250)
Skyscraper (160x600)
20MINI SITE
- When users click on your ads, they will be led to
your buffer page, which is framed within
Click2Houston.com. You will have total control of
the content that goes on the page. Examples of
what can be on the buffer page are
- Vignettes and testimonials about having a
licensed plumber. - Articles comparing licensed plumbers to
unlicensed plumbers. - Information about becoming a licensed plumber.
- A form enabling users to enter information to
learn more about you. - All participating plumbers will have their own
individual business ads rotating on page. - Ads on the PHCC mini site will link to your own
Web site.
21(No Transcript)
22MONTHLY TV CAMPAIGN
Women 25 and Men 18
Total Monthly Commercials 104x
23AVAILABLE ANNUAL PACKAGES
- Campaign Dates August 4th 2008 August 3rd
2009 - Package Availabilities For Participating
Contractors - 2 Contractors _at_ 2,000 Each Per Month
- This level will be tagged on 20-25 spots per
month per contractor. - 2 Contractors _at_ 1500 Each Per Month
- This level will be tagged 15-20 spots per
month per contractor - 3 Contractors _at_ 1000 Each Per Month
- This level will be tagged 10-15 spots per
month per contractor.
All packages include Individual on-line ads to
rotate on the PHCC mini site
24ANNUAL SUMMARY
- A Guaranteed minimum of 1,250x 30
Image/Awareness commercials guaranteed in
peak-time placement reaching nearly 15 million
viewers! - Creative writing and production services for 2x
30 Image/Awareness commercials. - Ads rotating throughout Click2Houston.com all
participating plumbers will have their own
individual business ads rotating on the PHCC mini
site. Production of ads and mini site included. -
-
25(No Transcript)