It’s because of our partnership that we are able to do what we do.
Here’s what we did together!
April 11th - 26th
PROOF OF BENEFIT
Dear Tampa Bay Builders Association: Over the last several years, our combined efforts – with the Parade of Homes in particular – have been nothing shy of a winning collaboration and execution. We have thoroughly enjoyed working diligently to provide the TBBA an award-winning multimedia approach to what is undoubtedly the largest event of the year. To show our appreciation and reflect on our collaborative success, we’re proud to present this comprehensive recap of our most recent (2015) Parade of Homes media strategy and guidebook. We thought it would benefit all parties involved to review the full depth and value of what the Times was truly pleased to provide the TBBA, as well as the builders and end consumers in our community. At the Times, we pride ourselves on being THE reliable source of news and information to the many communities we reach, and as a result, welcome all opportunities to share our indispensable audience with valued partners. With that said, we want to thank you again for your partnership and the many memorable experiences that came with it. We wish you all the best in your current and future endeavors! Sincerely,
Bruce Faulmann VP Advertising and Marketing
Grace Hamilton Sr. Real Estate Advertising Executive
Michelle Mitchell Sr. Advertising Manager
Ligia Cervera Real Estate and Recruitment Manager
April 11th - 26th
PAGE 3
A resounding THANK YOU to the Parade Committee Members and TBBA Staff for helping to make another successful Parade of Homes happen! Parade Committee Members • Laura Kennedy, imortgage, Chair • Claudette Kelsey, Homes by WestBay, Vice Chair • Grace Hamilton, Tampa Bay Times, Vice Chair • Robert Paredes, imortgage • Ryan Dougherty, Standard Pacific Homes • Karen Larsen, Standard Pacific Home • Johanna Seldes, Interior Design Consulting • Jane Koy, Hillsborough Title • Linda Kosic, ProSource of Tampa • Janice Snow, Homes by WestBay • Kenny Gannon, imortgage • Nikki Armas, Ameristrength • Ben Millar, Solar City
TBBA Staff • Exec. Vice President – Jennifer Doerfel • Membership Director – Lauren Morgan • Special Events & Comm. Director – Melissa Chaumont
April 11th - 26th
PAGE 4
• Barry Burich, Dream Custom Homes • Matt Burich, Dream Custom Homes • Terri Williamson, Laker/Lutz News • Shari Hansel, hhgregg • Kelly Ann Vickers, KW Property Management • Felix Menendez, Famous Tate • Carmine Ruggerio, Third Federal Savings • Scott Carter, FBC Mortgage • Gayla Lees, The REAL Connection Marketing Group • Jim Shaeffer, Real Reach Marketing • Erika Stanley, CEA Marketing
Congratulations to the TBBA on another successful Parade of Homes from your Tampa Bay Times Fulfillment team!
ADVERTISING
Michelle Mitchell – Senior Advertising Manager Grace Hamilton – Builder Representative Whitney Gell – Real Estate Coordinator
AD ORDER ENTRY
Jerry Gifford – AOE Manager April Hemby – Entry Specialist Crystal Randall – Entry Specialist Lois Collins – Entry Specialist Mac Stubbins – Layout
AD OPERATIONS
Larry McGuirk – Digital Operations Specialist Jackie Kileen – Digital Operations Specialist Belinda Becton-McAbee – Digital Specialist
PRODUCTION
Chris Galbraith – Marketing Manager Pat Stubbins – Production Manager JoAnn Vega – Graphic Artist Sandy Gonzalez – Graphic Artist Nausheen Syed-Ali – Graphic Artist Kate Rigney – Map Designer Pauline Brockman – Map location support Janeen Andrews – Production Coordinator Sally Moe – Proofreader
B2B
Angie Lowry – Business to Business Coordinator
ACCOUNTING
Samantha Gross – Accounting Manager Lara Gumz – Accounting Processor Taylor McKown – Accounting Processor Kimberly Goudreau – Credit Manager Nancy Krainz – Credit & Collections Coordinator Gail Early – Credit & Collections Coordinator
PLANT OPERATIONS
Ed Houk – Packaging & Processing Manager
ADVERTISING OPERATIONS
Danielle Mercer – Advertising Operations Project Manager
OUTPUT MANAGEMENT
Patsy Boatright – Ad Output Specialist Gary Zolg – Ad Output Specialist Orville Creary – Ad Output Specialist Robert Paget – Ad Output Specialist April 11th - 26th
PAGE 5
2015 By the Numbers | Where the Parade Was Seen
GUIDEBOOK FEATURES
BENEFITS
•
In-paper distribution
The 2015 Spring Parade of Homes Guidebook was inserted as a special section inside 245,000 select home delivery and newsstand copies of the Tampa Bay Times throughout Hillsborough and Pinellas counties.
•
80,000 distributed in tbt*
Not only were your customers’ ads seen in 245,000 homes, it was also available in 80,000 editions of tbt* as a special section insert.
•
Glossy cover tabloid format
Because of the high quality of the 2015 Spring Parade of Homes Guidebook, consumers kept your customers’ message for months – to visit over and over again.
Online exposure
The 2015 Spring Parade of Homes Guidebook was read by tampabayparadeofhomes.com visitors during the parade and for months after. The guidebook was also available all year on tampabay.com/homes. This drove additional business to your customers’ doors!
•
VALUE $390,000 April 11th - 26th
PAGE 6
2015 By the Numbers | Where the Parade Was Seen
PROMOTION FEATURES
BENEFITS
•
Print - 24 color ads
The 10-time Pulitzer Prize winning Tampa Bay Times is the most popular newspaper in Florida. A single ad in the Sunday paper reaches more millennials, more Gen Xers and more Boomers, than 5 ads on any one of the top local radio or cable stations. tbt* delivers a separate audience from the Times with its unique voice and free distribution at hundreds of area businesses.
Digital - 300,000 run-of-site impressions
tampabay.com, the area’s #1 local news website, delivered 525 click-throughs to tbba.net and a click-through rate of .18. The click-through rate was twice the national average! In addition, Parade advertisers purchased an additional 2.4 million impressions on tampabay.com as part of their Parade of Homes ad package. These additional ad impressions helped brand the Parade as well as serve as a traffic generator for the event.
•
VALUE $201,922 Sources: Nielsen Scarborough Report 2015 (r1), Issuu, October 2015
April 11th - 26th
PAGE 7
2015 By the Numbers | Where the Parade Was Seen
CASH AND COPIES FEATURES
BENEFITS
•
5,000 copies to the TBBA for distribution
These copies went to homebuyers and prospective homebuyers.
•
$5,000 cash investment
Support for operations of the TBBA.
VALUE $8,500 April 11th - 26th
PAGE 8
2015 By the Numbers | Print Promotion
April 11th - 26th
PAGE 9
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Wed., April 8 | Quarter page, tbt* 226,500 Readers
April 11th - 26th
PAGE 10
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Wed., April 8 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 11
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Thurs., April 9
Quarter page, Weekend section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 12
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Fri., April 10
Full page, Pasco Times section Tampa Bay Times 73,700 Readers
April 11th - 26th
PAGE 13
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Fri., April 10 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 14
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
Fri., April 10 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
PAGE 15
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Sat., April 11
Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 16
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Sun., April 12
Full page, Sunday HomeLink, Real Estate Section, Tampa Bay Times 835,900 Readers
April 11th - 26th
PAGE 17
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Wed., April 15 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 18
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Thurs., April 16
Quarter page, Weekend section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 19
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Fri., April 17
Full page, Pasco Times section, Tampa Bay Times 73,700 Readers
April 11th - 26th
PAGE 20
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Fri., April 17 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 21
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
Fri., April 17 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
PAGE 22
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Sat., April 18
Full page, Main B section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 23
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Sun., April 19
Full page, HomeLink, Real Estate Section, Tampa Bay Times 835,900 Readers
April 11th - 26th
PAGE 24
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Wed., April 22 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 25
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Thurs., April 23 | Quarter page, Weekend section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 26
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Fri., April 24
Full page, Pasco Times section Tampa Bay Times 73,700 Readers
April 11th - 26th
PAGE 27
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Fri., April 24 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 28
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Fri., April 24 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
PAGE 29
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
Sat., April 25
Full page, Main B section, Tampa Bay Times 496,500 Readers
April 11th - 26th
PAGE 30
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
Sun., June 7
Full page, Main News section, Tampa Bay Times 835,900 Readers
April 11th - 26th
PAGE 31
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
Sun., June 7
Full page, Bay Magazine 125,525 Readers April 11th - 26th
PAGE 32
* Based on average estimated 2.3 readers per copy.
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
Sun., June 14
Half page, HomeLink, Tampa Bay Times 835,900 Readers April 11th - 26th
PAGE 33
2015 By the Numbers | Total Audience
MORE THAN 1.6 MILLION TOTAL READERS AND UNIQUE IMPRESSIONS Tampa Bay Times & tbt* tampabay.com
1,362,400 readers 300,000 impressions
PLUS! Pasco Times Bay Magazine
April 11th - 26th
PAGE 34
73,700 readers 125,525 readers
Source: 2015 Scarborough Report r1
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 35
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 36
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 37
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 38
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 39
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 40
2015 By the Numbers | Our Supporting Advertisers
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420 W Brandon Blvd Brandon
36450 Eiland Blvd Zephyrhills
Loan Production Office 1213 N Franklin St, Tampa
April 11th - 26th
PAGE 41
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 42
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 43
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 44
2015 By the Numbers | Our Supporting Advertisers
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100419-1
April 11th - 26th
PAGE 45
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 46
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 47
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 48
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 49
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
PAGE 50
2015 By the Numbers | The TOTAL VALUE of Our Parade Partnership
VALUE RECAP Value of Guidebook Production
$ 390,000
Value of Promotion: Print/Online/Marketing
$ 201,922
Tampa Bay Times Cash Contribution and Additional Copies to TBBA
$ 8,500
GRAND TOTAL
$ 600,422
April 11th - 26th
PAGE 51
ThankYou Tampa Bay Builders Association