Observer Eccentric Plans Book by Andrew Hall

OBSERVER

eccentric

ADVERTISING PLANS BOOK

I N TANGIBLEWOR L DW I D E

Meet Our Team GARUN Mangat Creative Director James Boersma Creative Technologist Juliana Ortiz Planning/Research Adam Batchelor Copy Writer Andrew Hall Art Director Katie Pizzimenti Media Christine Ridenour Public Relations Lindsay Dixon Account Executive

TABLE OF CONTENTS

INTRODUCTION

OVERVIEW

S.W.O.T. Analysis

SITUATION ANALYSIS

KEY OBJECTIVES

CREATIVE WORK

CREATIVE BRIEF

ART DIRECTION

PRINT MEDIA ADS

TV & RADIO ADS

OUT-of home ads

community promotions

LOCAL SPONSORSHIPS

SOCIAL MEDIA

BUDGET

DETAILED BUDGETS

SCHEDULE

CONCLUSION

INTRODUCTION Tweet tweet, blog blog. Are newspapers long gone? There was once a time when the dependence on the value of printed words was imperative to the social existence. Newspapers bore the first realizations of declarations of war, declarations of peace, assassinations of presidents and putting the first man on the moon. Tangible and pertinent, newspapers were something to gather around; a catalyst to cohesion. The relevance of these ideals is slipping away, and in the life of newspapers, technology has claimed the role of reaper bearing a scythe of tablets, smart phones and social media. Access to news sources are constantly within arm’s reach. The reality of ever-present smart devices providing admittance to news outlets has further conquered the frontiers of a tech-driven media culture. The volume of available information is increasing, hosted by a gaggle of technology mediums. Barriers of entry to the news industry are as hindering as a paper wall to a wrecking ball. Beyond saving newspapers, how do we keep them relevant in an age where Carpal Tunnel is more rampant than paper cuts? Relevancy in an age of uninhibited communication is compulsory. Consumers now have the ability to choose their news sources, make decisions based on what is most relevant to them, and discard the mediums bequeathed by anachronism. Newspapers shall not be host to a tombstone that reads ‘Obsolete’. Not when there’s a fighting opportunity. Our campaign has been designed with the aim of engaging current and potential prospects with Birmingham’s Observer and Eccentric in a manner that serves as a catalyst to community cohesion; beyond the identity of a simple news source. The product is simple; familiar but not rudimentary. It is tailored, robust, relevant and it is there to serve the community. In 2011, Intangible Worldwide will revitalize the interest and dependency on printed words with the Observer and Eccentric. Intangible Worldwide aims to reprise the presence of the local newspaper in the identity of the community; it will once again become the lifeblood. Convenience has shifted from a luxury to a necessity. This campaign will see the engagement of the technological flux with a utilization of a webpage, Facebook and Twitter. Incentives to subscribers in a time of financial strife will make it difficult for community members to disregard the Observer and Eccentric with such a call to action. The integration of traditional and digital media intertwined with advertising and social media, the approach to secure more subscribers is as attainable as days passed. Juxtaposing at all the possible opportunities, measuring past results and looking forward at trends, Intangible Worldwide is compelled and committed to reviving the nature of the local newspaper with the Observer and Eccentric as the driving force to community.

OVERVIEW Industry Background The Newspaper Industry has been collapsing for some time as we know. This painful decline is due to the shift from print to online. Since the introduction of the internet the newspaper industry has fallen on hard times and has been stumbling to keep many papers running. The decline of readers coupled with the steep competition of electronic mediums makes this a difficult industry to be successful. Newspapers around the nation have been looking to re-invent themselves and obtain gain of their existing offline audiences while building online audiences and applying innovative programs contained by the interactive medium.

Eccentric Background The Eccentric Newspaper was founded and named by two men by the name of George H. Mitchell and Almeron Whitehead. The newspaper name was originated after a local menâ&#x20AC;&#x2122;s club called the Eccentrics. The Birmingham Eccentric has had six owners in its 131-year span and has won many awards. On May 2, 1878, the first edition of the newspaper was published priced at two cents an issue. The Eccentric began on a motto of a bringing daily news to the suburban residents and maintaining its hometown feel. The newspaper has been known for its local news and prep sports coverage. The Eccentric Newspaper now runs advertisements for the metro Detroit area for sports teams, theaters, property and house offers. The Birmingham Eccentric Newspaper continues to serve the community by bringing hometown and national news to their subscribers. Observer and Eccentric Newspaper in Birmingham, MI is a private business branded under Publishers Newspaper. The up-to-date estimates show this company has annual revenue of $5 to 10 million and employs a staff of approximately 50 to 99. In 2009, the Observer Eccentric Newspapers declared that it will stop publishing five of the Eccentric print and web editions as of Sunday, May 31: The Birmingham, West Bloomfield, Troy and Rochester editions. Ending these papers would have affected the labor force cutback of approximately 44 people in all divisions including advertising, editorial, circulation and production. Fortunately the Eccentric was able to keep the paper running under these harsh conditions.

S.W.O.T. ANALYSIS Strengths:

Established history, more than 100 years of delivering the news Readers all across the country who don’t want to see this paper die Observer and Eccentric offering two papers to a large, scattered community Easily read online through hometownlife.com Local businesses willing to buy up advertisements

Weaknesses:

Not very interactive online platform Rely on print subscriptions with consumers moving to online form of news Low community involvement Few new families moving into area looking to read local newspaper Low recognition of Observer and Eccentric as main local form of news

Opportunities:

Great way for local businesses and organizations to be heard Creating community buzz through sponsoring events and community activities Historical need for this newspaper, community won’t let it disappear. Easy to add more of the news people want with feedback from interactive online platform Online subscriptions = Less printing costs A lot of opportunities to build brand recognition through traditional and new forms of advertising

Threats:

Many local competitors Many national voices like the WSJ and NYT people turn to for their news Movement from print to online as many people now gather news through phones and laptops Not as much interest in high school sports, major filler in local paper Difficult to hit topics interesting to everyone reading Papers are looked at as “old school.” Un-cool to get print. Stylish to read news on IPhone or IPad.

SITUATION ANALYSIS Target Audience Based on our preliminary conducted surveys and research, Intangible Worldwide was able to determine a target audience. Our main strategy and focus is to reach our primary target audience of men and women ages 25 to 64 years old. The median household income for the Birmingham community is $80,861. This places the majority of consumers to be in the middle to upper middle category class. Observer Eccentric customers are people who want to have tangible daily news, but at the same time providing credibility. In addition members associated within this group are people who lead a busy, demanding and active lifestyle. Almost all of them hold bachelor’s degrees and have full time professional careers. One third (24.7%) of this market have children under the age of 18 living with them. Readers benefit by receiving both the community and national news. We want to influence users of competitive markets in other mediums.

Executive Summary Facing plummeting print circulation and an extremely challenging economy the newspaper industry is clearly in dire need of modifications. American newspapers have seen a steady decline in print circulation over the past years and that trend correlates with the rise of the Internet as a news source. Therefore, the Observer and Eccentric local newspaper is in a new situation to embrace the new technologies to stay relevant and survive. The campaign strives to respond to the ‘crisis’ by stimulating more within their print as well as the involvement via web to evolve the local news delivery medium into community involvement.

Special Considerations No, really. If you take a minute to think about what would work in this day and age and thinking like a marketer – what would ideally sell the idea back of local print newspapers? Everyone spends days on end on with all their technological devices – mobile phones, Internet, computers, etc. Well, let’s turn that around. People still need time to think, reflect but yet still maintain the notion they are achieving success and productivity at the end of the day or at least by the end of the week. What would work? Everyone worries about colleagues, families, parents, and friends and relies heavily on getting back to people and letting them know at all moments of the day where they are and if busy will at least get back to them. If you think about all that though – is there possibly an American addiction of the Internet? Obviously keep connected via the web in terms of local news stories for the community but what if we were to engage the local newspaper more? Let it be known that the Observer and Eccentric has not given up on print and will reverse the trend. The Observer and Eccentric can pitch its newspapers to the addresses they have within their circ and obtain and reach more subscribers by reinventing the newspaper cohesively within the community. Local newspapers are appealing – the focus is still there. We need to engage more and try something like this. It’s Sunday, time to unplug, shut off the Blackberry, and take a break. Relax, kick back, and catch up with the Observer Eccentric. Visibility is a vital key to the success of the Observer and Eccentric newspaper.

K EY OBJ EC TIV E S Increase subscribers by 1,000 by the end of the campaign period Increase the involvement on the Website Reestablish the print local newspaper within the community

creative work

the brains.

CREATIVE BRIEF Key Insight Newspapers are the lifeblood of the community. Thriving for an existence where newspapers are not lost to the depths of a nostalgic realm, the flux towards a tech-savvy reality has made mere survival the status quo. The fact is, a community’s ability to operate the intricate machinery of cohesive existence has always depended on a competence and familiarity with printed words. This remains true in spite of the gravitation towards alternative media outlets. Resuscitating Birmingham’s the Observer and Eccentric, Intangible Worldwide believes whole-heartedly that a newspaper can achieve an identity beyond providing news, it can be a catalyst. Robust and relevant, newspapers offer tangible insight into a community. Your newspaper prevails to remind you that a newspaper and a cup of coffee in the morning will always be one of the most intimate media experiences there is. Birmingham would profit little if it were to acquire and utilize all the technology in the world and lose the humanist essence of sharing news and stories that only newspaper provides.

Communications Objective The “Coherent News, Cohesive Community” campaign will aim to realize a new level of prominence for the Observer and Eccentric within the community perspective. Stressing an identity beyond a news source, the Observer and Eccentric will act as a vehicle to community cohesiveness by capturing the life of the community and relevant news translated on paper. This will all be executed in a manner that facilitates community interaction.

How Will This Objective be Realized? Out-of-home, print advertising, mobile billboards, online and social media, and unconventional guerrilla methods.

Tagline Coherent – logical and consistent. Cohesive – well-integrated and unified. These terms are the pillars of the campaign to revitalize the Observer and Eccentric. An era that sees each sun rise with a potential new news outlet, a newspaper cannot survive if it merely delivers news. A newspaper must serve as something more; a bonding unit that drives a community together. While the news remains relevant to local inhabitants, the execution the campaign will compel community members to interact in the most dynamic of terms.

Brand Personality Relevent

Informative

Robust

Reflective

Approachable

Inclusive 11

ART DIRECTION Logo OBSERVER

eccentric

OBSERVER

eccentric

Typefaces Gotham Gotham is that rarest of designs, the new typeface that somehow feels familiar. From the lettering that inspired it, Gotham inherited an honest tone thatâ&#x20AC;&#x2122;s assertive but never imposing, friendly but never folksy, confident but never aloof. **Description from Hoefler & Frere Jones Type Foundry: typography.com

Archer

Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm... The result is a typeface thatâ&#x20AC;&#x2122;s wellmannered, easy to work with, and inviting to read. ** Description from Hoefler & Frere Jones Type Foundry: typography.com

SWATCHES A patriotic color scheme gives this swatch set a sense of community involvement. Simple, yet elegant, these colors create a laid-back conversational tone. They effectivley capture the breadth of a formal print newspaper while furthering online functionality. PRINT

WEB C=98 M=40 Y=0 K=0

R=0 G=130 B=200

C=70 M=15 Y=0 K=0

R=140 G=215 B=150

C=0 M=100 Y=100 K=0

R=240 G=50 B=25

VISUAL ELEMENTS A sense of connectedness is represented through the various visual elements of the campaign. Venn-diagram like figures will function to represent messages of involvement, togetherness, and reciprocity.

TRADITIONAL MEDIA Magazine Ads With both the $50,000 and $100,000, print ads will be placed in Ambassador Magazine. Ambassador is a local Detroit area magazine that is distributed to a number of hotels, homes and various other businesses. Their target market is directly aligned with the Birmingham Eccentric. While they are the place to look for lifestyle and trends, placing ads with them will show consumers that the Birmingham Eccentric will show you how to get those trends in your city.

GET LOCAL, stay connected.

For over 100 years Birmingham Eccentric has been the most respected newspaper for connecting citzens across the area. Now we announce a campaign to bring us even closer. We invite you to get local with us and look out for our various community promotions. You’ll be glad you stayed around.

OBSERVER

eccentric

“Get Local” Magazine Ad

TRADITIONAL MEDIA Mobile Billboard According to Outdoor Magazine, mobile billboards have a 97% recall rate among viewers; because of this, a mobile billboard will drive through the streets of Birmingham every other Saturday 3 – 6 months for as much as the budget allows. This will draw attention to the Birmingham Eccentric name and display a call to action of “Get Local.”

WE ARE THE

TALK OF THE TOWN. OBSERVER eccentric “Talk of the Town” Mobile Billboard

Direct Mail: Welcome Packet Research shows that in the year spanning November 1, 2009 until October 31, 2010, 403 houses were sold in the Birmingham area out of the 635 homes listed. To welcome these new residents into Birmingham, the city provides them with a Birmingham Welcome Packet. They include everything from an event calendar, volunteer opportunities and information about recycling, to a city phone directory. The inclusion of the Birmingham Eccentric will reinforce the idea that the newspaper is a necessary link to the community.

welcome neighbor. OBSERVER eccentric GUIDE TO BIRMINGHAM

Observer Eccentric: Guide to Birmingham Welcome Packet Cover

Movie Theater Movie-going is the #1 entertainment in the country with Hollywood delivering over to 1.5 billion consumers in 2010. Research shows moviegoers recall cinema ads is six times higher than both TV & print ads. We will place ads in both of Birmingham’s movie theaters; the Palladium 12 and the Uptown 8. These theaters currently work with Screenvision – a company that assists in creating and placing cinema advertising.

Birmingham Palladium 12 Theatre

Birmingham Uptown 8 Theatre

TV & Radio Ads If given a budget of $100,000, advertisements would be placed on local radio as well as on one of the local news outlets. Working with The Observer and Eccentric’s current radio affiliates and possible television affiliates will drive home the theme of community along with promoting the special deals residents can receive with a subscription to the paper.

OUT-OF-HOME ADs Coffee Sleeves The Birmingham Eccentric will partner two of Birmingham’s favorite coffee shops to show the target that something is missing when they enjoy their morning cup of coffee- their newspaper. Our research shows that much of the target looks at their chosen news source in the morning. We will place ads on the sleeves around to-go cups of coffee that our served throughout the months of January through March to remind customers that subscribing to the Birmingham Eccentric makes them a part of a cohesive community. The partnership between the local shops and the Eccentric will reinforce the theme of community to the target.

eat. drink. read & be merry. OBSERVER eccentric “Read & Be Merry” Coffee Sleeve

Good Morning Birmingham. OBSERVER eccentric “Good Morning Birmingham” Coffee Sleeve

Grocery Store Conveyor Belts One way to target a captive audience is to acquire their attention while in line. Conveyor belts in the local Kroger will display the images of a newspaper, while the stick that separates each customer items reads “The Birmingham Eccentric,” “Get Local.” and “www.hometownlife.com.” These will take place at key grocery shopping times, the holiday season, and continue throughout the winter months.

OBSERVER

eccentric

GET LOCAL.

OBSERVER

eccentric

hometownlife.com “Get Local” Grocery Ad

COMMUNITY PROMOTIONS Birmingham Eccentric Paper Boy The Birmingham Eccentric was originally created by two settlers of the Birmingham area, George H. Mitchell and Almeron Whitehead. The first edition of their paper was published on May 2, 1878. The Eccentric provided a “live home paper, replete with all the news of the day” and emphasized “local items of importance occurring in Birmingham and immediate vicinity.” Today, the paper continues to preserve the community’s local heritage and tradition. The original form of newspaper delivery was through the beloved and reliable paper boy. To help preserve Birmingham’s rich heritage and tradition we have decided to revive the paper boy as part of our promotional campaign. Paper boys are long gone in the Birmingham area, but by bringing back this unique and personal form of delivery, buzz will generate around the community and gaining interest in the newspaper will raise subscriptions, as well as visits to “hometownlife. com.” We will advertise paper boy openings around town with posters as well as on the website. Those interested in the paperboy position would then “apply” online, with parental permission. The top five children chosen from applicants who showed the most interest and most enthusiasm about this job will be offered the position. As an incentive, the children will be provided with bicycles that they will be able to keep at the end of the campaign. We want the paper boy promotion to be as traditional as possible, therefore, a beach-style cruiser bike from local bicycle retailer, KLM Bike and Fitness will be donated. The Eccentric will then attach a basket that will feature the Eccentric logo, “Get Local”. The children will ride these bikes around the local Birmingham area delivering newspapers to current subscribers as well as local shop-owners and retailers. This inexpensive and unique form of advertisement is a sure way to get people thinking about their newspaper in a traditional way, but will also spark a new interest among residents who may not be subscribers and wish to sign-up. The paper boys will also be handing out subscription forms to those who are interested, also, telling people to check out hometownlife.com.

Birmingham Eccentric Paperboy Grand Prize Bike

COMMUNITY PROMOTIONS The Best of Birmingham “The Best of Birmingham” will be modeled after Moffly Publication’s, “Best of the Gold Coast” campaign. The campaign will be a way for the community to connect with local retailers and restaurants on a unique level. The point of this promotional campaign is to let the consumers vote what they define as best in five overall categories: food, fashion, family, fun, and feel good. Voters will be able to go online to hometownlife.com where they will be prompted to vote for the categories. Sub-categories will include topics such as; Best American cuisine, Italian, Japanese, etc. The voter will enter their favorite category by name and location.

2011

OBSERVER eccentric

BEST OF THE BEST

BIRMINGHAM

Once the results have been tallied for all the categories, each winner will be awarded the “Best of Birmingham” title. Each retailer will receive a personalized plaque that can be hung at their place of business so people recognize the event and generate more buzz at the same time. In addition to the prestigious title, each winner will be offered a spot at the “Best of Birmingham” festival. Winners of the campaign will be highlighted at this part of the promotional event, making winning this title important for any restaurant trying to create a name for itself locally. Here, local retailers and restaurants will be able to feature their products to attendees, provide samples and have items for sale. At the festival, the Eccentric will have a section as well that will allow residents to sign up for subscriptions right there on the spot. “Best of the Gold Coast” has proven to be incredibly successful for Moffly Publications. The Eccentric specifically requested that we develop a campaign that draws more attention to their website. “Best of the Gold Coast” had over 3,000 voters for the 2006 promotion. This campaign is also the company’s biggest promotional event of the year. Hundreds of people show up in attendance to sample the winning cuisines and shop at the best stores in town. This will instantly draw more viewers to the website as well as getting more people to attend the overall event at the end of the promotion. Birmingham is known for its downtown shopping area. The main streets, Maple and Broadway attract many customers throughout various stores and restaurants. Readers like to see their neighborhood featured in the paper. This campaign promotion will connect the residents with the community on a whole new level all the while promoting the Eccentric name.

Eccentric Savers Card Observer Eccentric are changing somewhat, from not only a trusted source of news, but to a trusted source of overall community benefit. With the addition of the Eccentric Saver, we are now looking for ways to benefit our readers with more than relevant information. Ways to help build a stronger community, as well as, bringing people closer to one another, making issues maybe not seen by everyone, felt by everyone in the community. With the Eccentric Saver, people will have the opportunity to receive this card with the purchase of a print or online subscription one of our local newspapers. The Eccentric Saver will give subscribers discounts to over 20 local businesses including; restaurants, grocery stores and other downtown shopping locations in Birmingham. Giving something back to the subscribers of the paper is something unique to gain interests in our paper and incentive to subscribe to the Observer or Eccentric.

eccentric saver OAKLAND COUNTY

1234 5678 9101 1121

Birmingham Eccentric Savers Card & Keychain

LOCAL SPONSORSHIPS Birmingham Little League The Birmingham Little League is one of Birminghamâ&#x20AC;&#x2122;s largest youth athletic organizations. Little League teams promote community cohesion, and exemplify the Eccentricâ&#x20AC;&#x2122;s traditional community setting ideology. The organization has been active since 1951 and continues to grow larger each year. For the upcoming 2011 little league season, there are currently over thirty sponsors. As a little league sponsor, the organization is responsible for providing the uniforms. Sponsoring a little league team will be extremely beneficial for the Eccentric. The newspaper will have enormous exposure among other teams and the community itself. Little league teams are photographed and posted in various mediums such as online and even published in other competing newspapers. This is another relatively inexpensive medium, but will provide large amounts of impressions. Each team is comprised of about fifteen players, and the season lasts roughly eight weeks with weekly games, not to mention that players continue to wear their team shirts and hats long after the season has finished. Sponsoring a little league team in Birmingham is very inexpensive way for the Eccentric to promote their name. The number of impressions is enormous relative to cost and is also an excellent way to connect and give back to the community.

O 19

Obs erver eccentric

Observer Eccentric Parks & Rec Mock-Up Uniform

Student Journalists Based on research conducted through our survey, people like to see themselves and familiar faces featured in the newspaper. In an effort to connect the community with the local newspaper, children need to be incorporated. Parents are more likely to be interested and pay attention, to a local paper, if their children are featured. A section reserved solely for middle school and high school writers that wish to be published in their local newspaper will be an educational opportunity as well as a community benefit. The Eccentric will provide certain tips to spark ideas, but students will have the freedom to pick their own topics. Students will be selected based on topic selection and writing mechanics. Each week, there will be a different student, featured with their picture, a brief biography, and their written work. This student journalist section will also provide information to students who are also interested in contributing to the newspaper. In addition to the newspaper, information regarding the essay contest will be readily available on hometownlife.com, Facebook, and Twitter. To incorporate the website, students will submit their work to the newspaperâ&#x20AC;&#x2122;s online page, hometownlife.com. Once a student has been selected to be published, the piece will also be posted online in the same section as denoted in the paper. This component of the campaign will encourage young writers to participate in the local paper, and generate readership among the parents and other students.

Additional Community Events Birmingham has a series of community events throughout the spring and summer months. The Eccentric would strongly benefit in participating and sponsoring several of these local events. There are several events scheduled throughout the season such as, Battle of the Bands, which features high school students who are judged on their musical abilities. There is a Celebrate Birmingham parade that features local volunteers, shop-owners, and sports teams marching down the streets of downtown Birmingham. There are weekly movies in Shain Park that many Birmingham families attend. Focusing on the â&#x20AC;&#x153;Get Localâ&#x20AC;? aspect of the campaign, we recommend that the newspaper actively participates in each of these events, whether it be; publishing quotes from attendees from movies in the park, to photographing marchers in the parade, to simply having a banner displayed at the Battle of the Bands competition. These are all things to get to the community thinking about their local newspaper and seeing how it is involved in local events. The more residents actually featured in the newspaper, the more likely those individuals are to buy the paper.

SOCIAL MEDIA Community Blogging Create a Community Blog using WordPress and the Facebook Connect WordPress plugin by Sociable. A community blog will allow people to voice their opinions and to interact with their fellow citizens. Whether they are commenting on a news story or voicing a concern, the blog will allow readers to engage the Observer Eccentric in a new and exciting way. As the popularity of the blog grows, the Birmingham Eccentric will be able to clearly see what issues and topics are most important to the readers.

Benefits... People will be able to login using their Facebook identity Once logged in they will be able to comment on posts and create their own posts Blog entries will show up in Facebook Mini feeds. Users are able to invite people to the Community blog using Facebook Community leaders and everyday citizens will be able to voice their opinions on the hot topics in the community

Facebook & Twitter Use Twitter/ Facebook to promote all aspects of campaign Twitter and Facebook are vitally important to any marketing/advertising campaign. The younger population of Birmingham will be more effectively reached by using social networking sites, rather than traditional media. Facebook and Twitter will provide timely updates to stories, events and promotions, as well as allowing users to interact with the Observer Eccentric in real-time. Prominent writers for Observer Eccentric should also have their own Twitter accounts in order to connect with readers.

Steps to Success in Social Media Create a better Facebook page. Become more involved and update frequently. Include photos, videos, events, discussion tabs. Use Twitter/Facebook event pages to promote various events and promotions as they happen during the campaign. Twitter and Facebook should be updated 24/7 to provide links to stories/ events on hometownlife.com Web site articles should include many links to other parts of the website and outside media so users can always get more information. This will help you further your linkage as well.

Observer Eccentric Facebook Page

Observer Eccentric Sample Facebook Ad

Observer Eccentric Twitter Page

Budget:

the numbers.

BUDGET Budget Information We have broken down the budget between three potential costs. As the money increases, new elements will be added to the campaign while others increase their duration. The budget is intended to provide a majority of advertsing/promotional costs for one whole year, with heavier emphasis on the summer months.

$25,000

$50,000

$100,000

Promotions

$2,460

$3,320

$4,380

Paper Boy

$220

$300

Eccentric Saver

Trade-Off

Best of Birmingham

$1,700

$2,000

$3,000

Contributing Journalists

$540

$1,080

Coffee x Paper

Trade-Off

Out Of Home

$16,270

$23,270

$64,610

Movie Theater Ads (28 weeks)

Uptown Theatre Ads

$6,300

n/a

Palladium Theatre Ads

$8,120

n/a

Movie Theater Ads (52 weeks)

Uptown

n/a

$9,068

Palladium

n/a

$13,176

Mobile Billboard

$1,800

$3,600

Coffee Sleeves

$50

$100

Grocery Store

$7,000

TV Spots

n/a

$26,730

Local Radio

n/a

$4,936

Digital

$3,600

9,000

Facebook Rich Media 12mo./6mo. $3,600

$3,600

$9,000

Facebook Page

Twitter

Community Blog

$9,310

Ambassador

$4,500

Direct Mail

$4,810

Sponsorships

$1,600

$2,100

Little Leauge

$500

$1,000

Summer Concert Series

$1,000

Welcome Pack

$100

Production

$1,070

$3,500

$7,000

TOTAL

$25,000

$50,000

$100,000

SCHEDULE The Details Within all three levels of budget, we will utilize a pulsing schedule. Promotions and digital media are two mediums we believe should be run continuously throughout the year. While the Coffee x Combo, the Paperboy Promotion and the placement of an ad on Facebook are not full year placements, the months they are seen in the community will all interchange so that the name of the Birmingham Eccentric never leaves the mind of residents. Our other media placements are split between the winter and summer months, varying from 1-3 month campaigns.

CONCLUSION The Benefits of a Newspaper Makeover. The future of print newspaper is as uncertain as the prediction about economic recovery. What is certain is that the dissemination of news, in one form or another, will always be necessary for our society to continue. The utilization of social media and technology will help to make the importance of news even more concrete. Embracing the internet has allowed for a beneficial makeover for the Observer and Eccentric. Our strategy will utilize social networking along with bringing traditional customs back into the community to reach the entire target audience effectively and efficiently. These new outlets recognize the value of giving the news directly to those who want it. Today is the day to start implementing these ideas, strategic and tactical subjects into the Observe and Eccentric. By following this strategic marketing process, the Observer and Eccentric can build expertise and drive the companyâ&#x20AC;&#x2122;s revenue and profit. Though it may take time, small changes in key areas can flow through the entire process and produce dramatic results. Intangible Worldwide has researched the tools and processes to support our strategies enabling everything within reach to be taken to the next level. The Observer and Eccentric should communicate loudly and consistently â&#x20AC;&#x201C; helping gain more traction in less time. The campaigns and programs will tie back to the strategies and goals to the advertising and marketing plan.

IN TA NG I B L E WO R L DW ID E 2011