Inform the Houston market about the importance of using a Professional, Licensed and Bonded Plumber' - PowerPoint PPT Presentation

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Inform the Houston market about the importance of using a Professional, Licensed and Bonded Plumber'

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Show vet trying to take a dogs ... KPRC Local 2 News / Today Show. 6. 9AM 3PM. M F. Today Show / Ellen / Days / Rachel Ray. 12. 3PM 630PM. M F ... – PowerPoint PPT presentation

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Title: Inform the Houston market about the importance of using a Professional, Licensed and Bonded Plumber'


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GOALS 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.

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What Consumers Need To Know
Hiring a licensed plumber can protect consumers
from non-complying work, errors, accidents,
physical injury, and improper plumbing.
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A 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
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WHAT CAN BE DONE?
Educate consumers and recruit potential
candidates through
Television
Internet
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WHY 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!!

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Creative Concept You Wouldnt Trust
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Creative Concept Jack of All Trades
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Creative Concept Spokesperson
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WHY TV?
  • Significantly create awareness through a
    consistent message to the marketplace by
    advertising on

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HOUSTON DMA COVERAGE MAP



20 County DMA


  • Total Households
  • 2,087,000
  • Total Adults 18 in DMA
  • 4,212,000







Source Nielsen Media Research

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KPRC 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
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WHAT 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
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DYNAMIC 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)

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1 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
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Hourly 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.
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ROTATING 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)
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MINI 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.

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MONTHLY TV CAMPAIGN
Women 25 and Men 18
Total Monthly Commercials 104x
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AVAILABLE 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
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ANNUAL 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.

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