CULTURAL MARKETING COMMITTEE MEETING JULY, 11 2017 TABLE OF - - PowerPoint PPT Presentation

CULTURAL MARKETING COMMITTEE MEETING

JULY, 11 2017

TABLE OF CONTENTS

OUR AUDIENCE…………………………………………………………………………….……………….. SPECIAL SECTIONS………………………………………………………………………….………………. CULTURAL ORGANIZATIONS PROGRAMS………..…………………………………….………………. 04 08 12

TABLE OF CONTENTS

OUR AUDIENCE

OUR AUDIENCE

The Palm Beach Post reaches nearly 560,000 adults in the West Palm Beach DMA in a given week, 34% of the total adult population. This readership is split into three editorial zones.

TOTAL DMA: 1,661,355 Adults WEEKLY TOTAL % PEN WEEKLY PRINT % PEN WEEKLY ONLINE % PEN The Palm Beach Post 558,500 34% 463,100 28% 232,100 14% South Florida Sun-Sentinel 292,900 18% 246,500 15% 90,200 5% Treasure Coast News 289,700 17% 250,800 15% 77,300 5% NORTH ZONE: 717,266 Adults WEEKLY TOTAL % PEN WEEKLY PRINT % PEN WEEKLY ONLINE % PEN The Palm Beach Post 170,600 24% 132,300 19% 74,900 10% South Florida Sun-Sentinel 41,300 6% 25,100 4% 21,900 3% Treasure Coast News 268,600 38% 236,100 33% 67,900 10% CENTRAL ZONE: 518,531 Adults WEEKLY TOTAL % PEN WEEKLY PRINT % PEN WEEKLY ONLINE % PEN The Palm Beach Post 265,000 51% 220,300 43% 111,200 21% South Florida Sun-Sentinel 86,600 17% 68,200 13% 31,400 6% Treasure Coast News 15,300 3% 10,500 2% 7,100 1% SOUTH ZONE: 420,804 Adults WEEKLY TOTAL % PEN WEEKLY PRINT % PEN WEEKLY ONLINE % PEN The Palm Beach Post 121,500 29% 109,100 26% 46,100 11% South Florida Sun-Sentinel 165,000 39% 153,200 36% 36,900 9% Treasure Coast News 3,800 1% 3,200 1% 500 .1% Source: Nielsen Scarborough , 2016 Release 2 (West Palm Beach DMA includes adults living in the counties of Palm Beach, Martin, Okeechobee, St. Lucie & Indian River)

OUR AUDIENCE

OUR AUDIENCE

SPECIAL SECTIONS

SPECIAL SECTIONS – Hometown Destinations

Partner with The Palm Beach Post to deliver your

• rganization’s message to a highly engaged and targeted

audience interested in local community news, events and things to do throughout Palm Beach County. Presence throughout our various Hometown Destination sections help increase brand awareness, generate strong click thru rates and help cultural organizations stay top of mind with readers when run at frequency. Ongoing publication of evergreen stories with the ability to create and house native content on behalf of your

• rganization.
• West Palm Beach
• Lake Worth
• Wellington
• Palm Beach Gardens

Fun Fact: The Palm Beach Post Community Facebook pages currently have upwards of 230,000 “Like’s”

• combined. Our strong social presence accounts for more

than half of our traffic visiting each hometown destination sections.

• Jupiter
• Delray Beach
• Boca Raton

SPECIAL SECTIONS – Native Advertising

Establish brand credibility with your target audience by engaging them with noteworthy content about your organization on the #1 local news source in Palm Beach County.

• Utilize the power of The Palm Beach Post’s trusted voice, professional

writers and influential audience.

• Opportunity for your organization to help influence the topics and

content being published in print and online. Fun Fact: 70% of individuals want to learn about products through content rather than traditional advertising.

Source: Sharethrough

SPECIAL SECTIONS – Notables & Season Preview

• Each October, Notables & Season Preview are among the most anticipated of the

annual issues published by the Palm Beach Daily News & the Palm Beach Post.

• In words and pictures, readers enjoy an in-depth look at the upcoming social

events, cultural activities and news stories that will shape life on the island over the coming months.

• These sections also feature a complete social calendar referred to by readers

throughout the year. This is one section that seasoned Palm Beachers know not to miss.

CULTURAL ORGANIZATIONS PROGRAMS

CULTURAL ORGANIZATION PROGRAMS

Events Program

• Facebook (events)
• Featured Event on Things to do
• 75,000 300x250 impressions on pbp.com

Things to do

• 10,000 retargeting impressions

Investment: $1,250 Print add-on

• Accent – The To Do List, 5th Position

Investment: $450 Total Investment: $1,700 per event

CULTURAL ORGANIZATION PROGRAMS

Summer Activities Program

• Facebook (Reach, Clicks, Events, Offers, Visits)
• 60,000 impressions – Mobile (lookback to strategic

locations to target devices)

• 50,000 300x250 impressions on pbp.com – Behavioral

Targeted

• 10,000 retargeting impressions
• Custom landing page

Investment: $1,500 Per Month ADD ON – Facebook contest $1,500 per contest Summer Activities Premium Program

• Facebook (Reach, Clicks, Events, Offers, Visits)
• 60,000 impressions – Mobile (lookback to strategic

locations to target devices)

• 50,000 300x250 impressions on pbp.com – Behavioral

Targeted

• 10,000 retargeting impressions
• Custom landing page

Investment: $3,000 Per Month ADD ON – Facebook contest $1,500 per contest

CULTURAL ORGANIZATION PROGRAMS

Native Advertising

• Preferred method of product learning.
• 70% of individuals want to learn about products through content.
• Viewed as editorial.
• Consumers look at native ads 2% more than editorial content and

spend the same amount of time viewing.

• Including key brand assets around native advertising can facilitate

the formation of brand associations and increase brand lift. Native advertising generates up to an 82% increase in brand lift.

CULTURAL ORGANIZATION PROGRAMS

Program includes: 1. Native content will be prepared by one of our professional writers who will contact your organization to finalize the story for your approval. 2. Thirty days promotion of Native Content on multiple platforms that fit your target demographic. 3. Targeted Social Media placement on Facebook newsfeed under The Palm Beach Post brand Facebook page. 4. PalmBeachPost.com promotion of Native Content

• One day on Breaking Now section of the Homepage
• One week on an appropriate Section Front (News or Life)
• Thirty days SOV on story level pages
• Thirty days 100% SOV 300x250 and 728x90 on your Native Content page

5. Half-page, full-color print version of your native content will publish in a Monday or Tuesday edition of The Palm Beach Post. Total Investment: $5,500

CULTURAL ORGANIZATION PROGRAMS

Co-Op Program

• Full-page black and white ad in the TGIF Season Preview – October
• Each member will get a 1 column by 2.75 inches ad featuring an event
• 25,000 300x250 impressions on PalmBeachPost.com in Q4
• The Palm Beach Post will build a 300x250 ad template including the Cultural Council logo, your organization

logo, and the event details. Investment from each partner: $250.00 (Available to the first 18 events)

THANK YOU