australian open / optus campaign proposal

8/4/2019 Australian Open / Optus Campaign Proposal

1/16

AUSTRALIAN OPEN 2011


2/16

Focus of Campaign

2,466 Australian companies and government

departments

Employers of over 400 staff

Approx 51,785 people

Executives, Senior Managers, General

Managers, Heads of Department, CEO Only 30% existing Optus customers


3/16

Reach & Frequency

Campaign Period Dec 2010 Jan 2011

Reach 80% of Target Audience

Frequency 3+ times


4/16

Target Audience

Visible Achievement (values segment)

45-55 M/F 70% Male skew

AB Quintile Tertiary educated

Sydney & Melbourne eastern / inner suburbs


5/16

Target Audience Persona

BRIAN

47 years old

2 adult children

Lives in Mosman Executive at ASX 200 Co.

Drives Lexus to work in CBD

Earns $220k, net worth $1.9m

QFF member

8 domestic, 3 APAC flights per yr

Uses Laptop, iPad & Smartphone


6/16

Time spent per weekday

Internet (excl e-mail): 65 mins

Commercial TV: 48 mins

ABC TV: 30 mins Commercial Radio: 25 mins

Newspapers: 30 mins

Magazines: 14 mins STV: 28 mins


7/16

Brians Media Habits

Most reliable source of business & finance

news:

National Newspapers

Internet


8/16

Brians Media Habits

Home subscription to AFR & The Monthly

Listen to 2GB during drive to work

Reads CFO & AFR Boss at work cover to cover Saturday SMH/The Age & Good Weekend

Reads QANTAS The Australian Way monthly


9/16

Brians Media Habits

Receives electronic direct mail from:

BRW

QANTAS Frequent Flyer AFR & AFR Boss

SMH / The Age

The Australian


10/16

Brians Media Habits

Internet Activity:

Smh.com.au

Asx.com.au Theage.com.au

Theaustralian.news.com.au

Afr.com


11/16

Flight Plan & BudgetMedia Placement

DEC

5 - 11

DEC

12 - 18

DEC

19 - 25

DEC/JAN

26 - 1

JAN

2 - 8

JAN

9 - 15

JAN

16 - 22

JAN

23 - 30

Cost Per

Insertion TOTAL

Readership

/ Page

Impression

Radio

2GB(mon-fri x

4 breakfast) 20 20 20 20 20 20 20 20 300.00 48,000.00

Magazine

AFR BOSS

OBC

285x245 1 24,832.50 24,832.50 154,000

AFR BOSS

1st DPS

after

contents -

285x480 1 39,256.25 39,256.25 154,000

CFO

OBC

285x230 1 18,480.00 18,480.00

CFO

WALLCHAR

T

CALENDAR 1 27,500.00 27,500.00

THE

Monthly

IFC 275 x

210 1 11,500.00 11,500.00 93,000

QANTAS-

The

Australian

Way

Four Colour

DPS 285 x

430 1 1 18,188.00 36,376.00 435,000

QANTAS-

The

Australian

Way

Four Colour

OBC 285 x

220 1 1 12,408.00 24,816.00 435,000

QANTAS-

The

Australian

Way

Third Page

Vertical

Four Colour

285 x 80 3 3 6,468.00 38,808.00 435,000


12/16

Flight Plan & Budget

Media PlacementDEC

5 - 11

DEC

12 - 18

DEC

19 - 25

DEC/JAN

26 - 1

JAN

2 - 8

JAN

9 - 15

JAN

16 - 22

JAN

23 - 30

Cost Per

Insertion TOTAL

Readership

/ Page

Impression

Newspaper

AFR

Monday

national

bellyband

70x657 1 1 1 1 95,943.00 383,772.00 240,000

AFR

Qtr page colour

20cmx4 Mon,

Wed, Fri

"market wrap

pg1" position 3 3 3 3 18,443.64 221,323.68

240,000

Sydney

Morning

Herald

(SAT)Full page colour

55cm x 11col 1 1 94,500.33 189,000.66 1,003,000

The Age

(SAT)DPS 550x786

Full Colour 1 1 129,699.90 259,399.80 861,000

Good

WeekendFull page colour

365 x 288 1 1 43,230.00 86,460.00 1,623,000


13/16

Flight Plan & Budget

Media Placemen

tDEC

5 - 11

DEC

12 - 18

DEC

19 - 25

DEC/JAN

26 - 1

JAN

2 - 8

JAN

9 - 15

JAN

16 - 22

JAN

23 - 30

Cost Per

Insertion TOTAL

Readership /

Page

Impression

Online

themonthly.

com.au

roadblock

(100% SOV

leader board &

MREC)

300x250 +

728x90 - per

30 days 1 1 13,500.00 27,000.00 100,000

afr.com

medium

rectangle -home page

300x250 - per

month 1 1 18,150.40 36,300.80

afrboss.com

monthly

sponsorship

100% SOV

medium

rectangle

300x250 1 1 2,035.00 4,070.00

eDM

QANTAS

Frequent

Flyer

monthly

membership

email

sponsorship 1 1 0.00 0.00

BRW

email

sponsorship -

daily mon-fri 1 1 1 1 1 1 1 1 3,080.00 24,640.00 11,971

TOTAL 1,501,535.69


14/16

Outcome of Media Negotiation

Sought to book:

Double Page Spread (Four Colour DPS 285 x 430) $ 28,700

Outside Back Cover (Four Colour OBC 285 x 220) $ 25,600

Third Page (3 x $ 8,000) (Third Page Vertical Four Colour 285 x 80) $ 24,000

OPTUS maximum rates as per rate card $ 78,300

Maximum total potential cost for December & January $ 156,600

Negotiated media placement for total $100,000

Resulting in an overall negotiated discount of 56.6% for this media placement.


15/16

Potential Enhancement

Additional 33% of budget ($500,000)

Increase reach by 5% (85%)

Increase frequency by 1+ (4+)

Include print, online & eDM placements in

The Australian

Business / Entrepreneur / Media / IT / Wealth

Travel + Indulgence / The Deal / WE Aus Magazine

The Australian iPad App #1 in news category


16/16

australian open / optus campaign proposal

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