CAMPAIGN PROPOSAL From September, the Bath Chronicle is looking to run a ‘Win a Playground’ promotion to offer one lucky school or educational organisation the chance to win a fabulous playground prize worth £15,000! The prize will be won on a prize draw basis so no matter what size your school or organisation is, everyone has a chance of winning. We are extremely excited for this campaign, and would love to work together with a partner in order to make a great change to the lives of many in the local Bath community. We envisage a high level of engagement from schools and educational organisations throughout Bath Primary schools may wish to use the funds to develop outdoor play areas whereas secondary schools may prefer to use the funds for sports equipment or indoor PE equipment. Whoever the winner(s), the funds will make a real impact on the children’s educational experience.
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TIMELINE Campaign will run for 12 weeks, across print, online and social media with full editorial support throughout. Weeks 1 -2 Teasers: Pre-promotes across all platforms prior to launch Weeks 3 – 5 Registration stage : Campaign launched editorially in print and online with details of the entry criteria and a registration form Weeks 6 – 10 Voting stage: Tokens printed daily with prize draw forms Week 11 Counting prize draw entries Week 12 Finalists event Winners announced editorially, and through Social Media
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INSERTS
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Run down of inserts that will appear in the Bath Chronicle and cross-promoted across the Frome Standard and Somerset Guardian.
Inserts
Quantity
4x8 teasers
13
17x4 teasers
23
17x8 teasers
7
34x8 Registration forms
4
17x8 Registration forms
8
12x8 Registration forms
4
17x8 voting slip
30
Entries announced editorially
1
Winners announced editorially
1
Total advertising worth of campaign (rate card) = ÂŁ150,091
MECHANIC HOW TO ENTER We will invite Bath Chronicle readers to first pre-register their school’s interest at bathchronicle.co.uk/playground. This will enable us to monitor reception of the promotion and communicate with interested schools once the ‘prize draw’ is open for entry. Registration will be promoted heavily by bespoke adverts in the Bath Chronicle, From Standard and Somerset Guardian, with editorial news stories, online and social media.
REGISTERED! Once the school has registered, we will send them a welcome pack containing a breakdown of what happens next and handy marketing material to help them with their token collect campaign, such as A2/A3 posters, social media artwork and hints and tips on best practice.
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MECHANIC – CONT’D PRIZE DRAW – TOKEN COLLECT Once the registration stage has finished we will then print a number of ‘tokens’ in the Bristol Post daily for five weeks, some days may carry bonus tokens to keep the momentum going and keep schools interested and engaged. The playground or equipment will be won via a prize draw. Each school can enter the draw as many times as they wish, as long as each entry includes 100 tokens and a valid entry form. So, the more tokens a school collects, the more entries will be entered into the draw and the better the chance of winning. The winner will be the first entry drawn at random after the competition closes.
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OBJECTIVES AND BENEFITS What will the sponsor get in return? • Able to offer a cost-effective promotional opportunity that is beneficial to both parties • Provide a platform to promote messaging to the key demographic of students and parents • To actively drive newspaper sales and online audience during the promotional period • To raise awareness of your brand and increase exposure in Bath and surrounding areas • Access to an audience with a weekly reach of over 145,366 • Place your brand at the forefront of our readers mind and ahead of your competitors • Chance to promote yourself in the most trusted form of local media • Publicity in paper and online through the use of teasers ranging in all sizes, E-Wraps and outside posters • Social Media presence and posts to over 100,672 followers and likes
Source: JICREG 2015 & Adobe Omniture 2015
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