the power of nbc 5 chicago and nbc5!
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ZOOLIGHTS 2007 MARKETING PARTNERSHIP. The Power of NBC 5 CHICAGO and NBC5.com!. THANK YOU!. Thank you for your continued partnership with NBC 5 and nbc5.com for LINCOLN PARK ZOO’S 2007 ZOOLIGHTS Campaign! - PowerPoint PPT PresentationTRANSCRIPT
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The Power of NBC 5 CHICAGO and NBC5.com!
ZOOLIGHTS 2007
MARKETING PARTNERSHIP
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THANK YOU!THANK YOU!
Thank you for your continued partnership with NBC 5 and
nbc5.com for LINCOLN PARK ZOO’S 2007 ZOOLIGHTS Campaign!
We appreciate your partnership and look forward to continuing our successful relationship in 2008+!
Thank you for your continued partnership with NBC 5 and
nbc5.com for LINCOLN PARK ZOO’S 2007 ZOOLIGHTS Campaign!
We appreciate your partnership and look forward to continuing our successful relationship in 2008+!
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Marketing Concept
On-Air Exposure
On-Line Exposure
Thank You!
Marketing Concept
On-Air Exposure
On-Line Exposure
Thank You!
TABLE OF CONTENTSTABLE OF CONTENTS
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KEY MARKETING GOALS
Drive mass traffic to LINCOLN PARK ZOO for the ZOOLIGHTS 2007/2008 holiday season
Create widespread awareness for the ZOOLIGHTS 2007/2008 festival season in the Chicagoland market
Target Demographic: Families, Adults 25-54
MARKETING STRATEGY
Create a multi-platform promotion utilizing Television and Internet mediums for LINCOLN PARK ZOO
Seek relevant compatible marketing partners to extend awareness for ZOOLIGHTS
Design a unique promotion to elevate exposure for LINCOLN PARK ZOO during the busy holiday season
TACTICS
Provide presence within promotional window (11/27/07 - 1/1/07)
Broadcast television campaign: NBC 5 and Weather Plus
Internet campaign: nbc5.com; chicagoblackhawks.com
Consumer Sweepstakes promotion with the CHICAGO BLACKHAWKS major NHL sports franchise
Average attendance: 13,000
Non-traditional placement opportunities: UNITED CENTER JUMBOTRON
MARKETING CONCEPT
MARKETING CONCEPT
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NBC 5 CHICAGO produced and designed the 2007/2008 ZOOLIGHTS promotional commercial
PROMOTIONAL CAMPAIGN ON NBC 5:
12/05/07 – 12/25/07
TOTAL # OF SPOTS DELIVERED:
76X (:15) and 13X (:10)
PROMOTIONAL CAMPAIGN ON NBC WEATHER+PLUS:
12/03/07 – 12/30/07
TOTAL # OF SPOTS DELIVERED:
127 (:15)
CAMPAIGN FREQUENCY DELIVERED: 216X
ON-AIR EXPOSUREON-AIR EXPOSURE
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NBC 5 CHICAGO produced and designed an exclusive
“ZOOLIGHTS & CHICAGO BLACKHAWKS HOLIDAY TO REMEMBER” promotional
sweepstakes commercial
PROMOTIONAL CAMPAIGN ON NBC 5:
12/09/07 – 12/20/07
TOTAL # OF SPOTS DELIVERED:
26
ON-AIR EXPOSUREON-AIR EXPOSURE
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ZOOLIGHTS & CHICAGO BLACKHAWKS CONTEST PAGE ON CHICAGOBLACKHAWKS.COM
TOTAL NUMBER OF SWEEPSTAKES ENTRANTS: 1,200
( 3) TOTAL UNITED CENTER JUMBOTRON ANNOUCEMENTS:
CHICAGO BLACKHAWKS AND ZOOLIGHTS SWEEPSTAKES
CREATIVE
CHICAGO BLACKHAWKS AND ZOOLIGHTS SWEEPSTAKES
CREATIVE
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Amanda FriedemanNBC 5 Chicago, Blackhawks and Lincoln Park Zoo
“Holiday to Remember” Contest
Grand prize is behind the scenes tour of the Lincoln Park Zoo during their popular Zoo Lights tradition and (4) 100-level tickets to the Blackhawks vs. Nashville on December 26th at 7:30 pm and a chance to meet some of the players after the
game.
AND THE GRAND PRIZE WINNER IS…
AND THE GRAND PRIZE WINNER IS…
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NBC 5 10PM NEWS SEGMENTS:
NBC 5 featured ZOOLIGHTS during the 12/22/07 10PM
NBC 5 NEWS COVERAGENBC 5 NEWS COVERAGE
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LINCOLN PARK ZOO ZOOLIGHTS CREATIVE
NBC 5 WEBSITE HOME PAGE PRESENCE
Permanent ZOOLIGHTS byline on the NBC 5 HOMEPAGE with a direct hyperlink to the ZOOLIGHTS 2007microsite
UNIVERSAL EXPOSURE THROUGHOUT NBC5.com
(1) 728x90 IMU
(1) 300x250 IMU
(1) 160x30 IMU
Run Of Site Rotation for maximum reach
EXCLUSIVE ZOOLIGHTS EXPOSURE VIA NBC WEB MICROSITE
Microsite content linkable to LINCOLN PARK ZOO official site www.lpzoo.com
ONLINE EXPOSUREONLINE EXPOSURE
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nbc5.com WEBSITE STATS
LINCOLN PARK ZOO ZOOLIGHTS
CAMPAIGN FLIGHT DATES:
11/27/07 – 1/01/08
TOTAL IMPRESSIONS GUARANTEED:
350,000
TOTAL IMPRESSIONS DELIVERY:
530,421
TOTAL CLICKS:
988
ONLINE PERFORMANCE
ONLINE PERFORMANCE
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300 X 250 DISPLAY AD300 X 250 DISPLAY AD
160 X 30 BOOKEND160 X 30 BOOKEND
728 X 90 LEADERBOARD728 X 90 LEADERBOARD
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
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ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
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ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
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CHICAGO BLACKHAWKS/LINCOLN PARK ZOOLIGHTS CREATIVE
NBC 5 WEBSITE HOME PAGE PRESENCE
UNIVERSAL EXPOSURE THROUGHOUT NBC5.com
(1) 728x90 IMU
(1) 300x250 IMU
(1) 160x600 IMU
(1) 160x30 IMU
Run Of Site Rotation for maximum reach
EXCLUSIVE ZOOLIGHTS EXPOSURE VIA CHICAGO BLACKHAWKS CONTEST ENTRY PAGE
Creative linkable to http://blackhawks.nhl.com/ contest entry page
ONLINE EXPOSUREONLINE EXPOSURE
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nbc5.com WEBSITE STATS
CHICAGO BLACKHAWKS / LINCOLN PARK ZOO ZOOLIGHTS
CAMPAIGN FLIGHT DATES:
12/10/07 – 12/20/07
TOTAL IMPRESSIONS DELIVERY:
194,931
TOTAL CLICKS:
183
ONLINE PERFORMANCE
ONLINE PERFORMANCE
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300 X 250 DISPLAY AD
300 X 250 DISPLAY AD
160 X 30 BOOKEND160 X 30 BOOKEND
728 X 90 LEADERBOARD728 X 90 LEADERBOARD
160 X 600 SKYSKRAPER
160 X 600 SKYSKRAPER
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
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ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com
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NBC created an exclusive microsite for
the “ZOOLIGHTS 2007” event within the
walls of nbc5.com
ZOOLIGHTS 2007 MICROSITE
ZOOLIGHTS 2007 MICROSITE