A lyson Phillips Cell 8032274595 Email AlysonPhillipsalphamediausacom Company Overview In October of 1981 Alliance Tractor Trailer Training C enter was established Alliance ID: 649524
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Slide1
MARKETING
PROPOSAL
Presented by:
A
lyson Phillips Cell: 803.227.4595Email: Alyson.Phillips@alphamediausa.comSlide2
Company Overview
In
October of 1981, Alliance Tractor Trailer Training
Center was established. Alliance offers comprehensive training to help individuals become professional
truck drivers. In just a few weeks, a driver can be earning an excellent income in one of the most stable industries in the country. During 34 years of operation, Alliance has successfully trained over 85,000 students. Alliance’s graduates have experienced tremendous success in the trucking
industry and hold
positions ranging from drivers, dispatchers, safety directors, managers and owner operators.
Alliance Tractor Trailer Training Center Offers:
A 4-week comprehensive driver program
Local, short line & over the road training programs
Job
placement with
top
pay, insurance benefits, 401K and
retirement
options.
Owner
operated
programs
Top of the line equipment
A reputation of 34 years of success
Freedom & Security with Alliance Tractor-Trailer Driving Centers!Slide3
Campaign Target & Objective
Primary Target:
Men, 25-54
Primary Objective:
To recruit students and increase enrolment for the CDL program (program
is
brand new in Union, South Carolina) Slide4
Campaign Strategy
WMFX (Fox 102.3):
Columbia’s
Exclusive Rock Station and
dominant
reaching
Men, ages
25-54
Build a 3D campaign on FOX 102 and ESPN utilizing:
On-air, streaming, and website exposure designed to reach
Men, ages
18-54.
Utilize student testimonials in on-air messages, streaming
commercials & along with video testimonials on station websites.
WOIC (ESPN Columbia):
The #1 Brand in Sports reaching active
l
ifestyle Men, ages 18-54Slide5
Campaign Elements
ON-AIR STUDENT TESTIMONIALS:
Recommend minimum 2 weeks per month for 3 months
50 (:30)
commercials on FOX 102
monthly
50 (:30)
commercials on
ESPN monthly
Reach: 16,200
Frequency: 5.3
STREAMING TESTIMONIALS:
Recommend minimum 2 weeks per month for 3 months
50
(:30)
commercials on FOX 102 monthly50 (:30)
commercials on ESPN monthly
VIDEO Testimonials on Station Websites
Rotating video testimonial featured on the fox1023.com homepage each day with hyperlink to your website
Rotating video testimonial featured on
the espnradiocolumia.com
homepage each
day with hyperlink to your website
MONTHLY INVESTMENT: $3,000
|FOX 102 = $2500| ESPN
= $500 Slide6
AppendixSlide7Slide8
Columbia’s Exclusive Home for Rock!
WMFX-FM Coverage MapSlide9
Station Overview
Columbia’s Exclusive Home for Rock
The best Rock of all decades...70’s,80’s, 90’s & today Home of John Boy & Billy’s The Big Show
Live and Local On-Air
PersonalitiesColumbia’s #1 station for delivering non-ethnic men 25-54Featured Artists: U2, Bon Jovi, Pink Floyd, Pearl
Jam,
Motley
Crue
, Van Halen, The Who, Billy Idol, Foo Fighters
Dial Position: 102.3 FM
Format: Rock
Website: www.Fox1023.comFacebook: Fox102.3Slide10
Audience ProfileSlide11
The BigDM’s Music Mix
WWDM
features the
“DYNAMIC” hits and mainstream music that appeals to Columbia!
Journey
Featured Artists
Foreigner
Def Leppard
Slide12
Station Line-up
Melany
Myers
Afternoon’s
:
M-F3P-7P
Gonzo Middays: M-F 10A-3P
Weird Beard
Evenings: M-F 7P-12M
John Boy & Billy’s The Big Show
Mornings
: M-F
6A-10A
Riley Knight
Mornings
: M-F
6A-10ASlide13Slide14
Personality
Authority
T
rust Unmatched by any other
brandSlide15
Station Overview
ESPN = #
1 Brand in SportsServing Sports Fans. Anywhere.
Anytime.National Play-by-PlayReaching affluent, active lifestyle consumers, ages 25-54
98% Brand Awareness24/7 Sports Talk Home to Championship Sports
Dial Position: 1230 AM
Format:
Sports
Talk
Website
:
www.espncolumbia.comFacebook:ESPNColumbiaSlide16
ESPN Audience Profile
Median HHI:
$85,000
Graduated College+:
167
Index
Own Home:
119
Index
Professional/management,business and financial operations: 153 IndexSlide17
RADIO. IT’S ON.
On Air
A
mass medium
capable of easily delivering your message to many people
Targetable
assuring the right people are exposed to your message
A
trusted medium
and
always available especially during times of crisisOnlineDigital capabilities offering
interactive opportunities
Complements and enhances on air campaign by reaching consumers using multiple touch points
Delivers content
wherever and whenever listeners want itOn Target
An environment that
delivers consumers
who are
engaged and passionate
about the content
Offering
companionship
and
information
Exposure to the
message,
when and where consumers are ready to
buy or shop
Source: RABSlide18
ON-AIR
335,500
Listeners each week across SC
PROMOTIONS
Exciting
c
ontests
to
Engage
your customers
SOCIAL
connections
fb:
62,100
tw
:
88,554
ig
:
5
9,119
WEBSITES
Driving visitors
via
u
nique audio and video
C
ontent
DIGITAL
S
ERVICES
Optimize your
Rank on all major
Search
E
ngines
MOBILE
Lead Generation
tools via interactive
Station APPS
EVENT
SPONSORSHIPS
Interaction with
New
Customers
EXPERIENTIAL
MARKETING
Hands-On
consumer
interaction
SAMPLING
Showcase
your
products and put them in the hands of consumers
PODCASTS
On-
demand
Archived audio
of featured
broadcasts
SPORTS
#1Brand
in Sports
.
National, Local &
Play-by-Play
STREAMING
57,803
L
isteners
every month
ENDORSEMENTS
Live & Local
Personalities
t
hat can endorse
your business
ALPHA
MEDIA’s
Media Channels
13Slide19
We’re Far More Than Just “Radio”…
Cross-platform solutions across
13 Media Channels Ongoing expansion of Digital Capabilities
Experiential
opportunities via onsite
event marketing
Enormous Reach!
One
of
two
media reaching over 200 million consumers
a week- 258 million!Traditional radio alone reaches over 92% of the Columbia Metro every weekWe possess an incredible USP- Our Live & Local PersonalitiesWe are maintaining Time Spent ListeningWe’re Not being impacted by digital audio alternatives (CDs and MP3’s are)In fact, Pandora listeners are loyal Radio listeners tuning in over 90 minutes/daySatellite is a Niche Medium, reaching less than 10% of the population weekly
AM/ FM Radio accounts
for 2/3 of All Audio Consumption Radio excels at reaching consumers closest to the Point of Purchase-Generates powerful ROI
/ Return on Investment
(Nielsen 6:1, 17:1, 14:1)Delivers bonus impressions to all customers via its “broad” cast not just the target demo (Tapscan Bonus Spending Profile Report)Is a “Digital Multiplier”- directing listeners to take action online (3x Impact of TV, OAAA
study)What we hear impacts what we
T
hink
,
Feel & Purchase
-The
medium flat out works!
Alpha Media Columbia
:30 Elevator PitchSlide20
RADIO DELIVERS ROI
According to Nielsen’s 2014 study, radio delivers a
6:1
Return on Investment to advertisers!
Nielsen’s break-through research study confirms
what we’ve known all along…
Radio Gets Results! The study proves radio listening affects
retail sales
profoundly,
delivering
a 6:1
ROI plus increases retention of loyalty customers by 11%! Slide21
THE EVIDENCE IS MOUNTING FOR RADIO’s POWER TO DELIVER ROI (2015 REPORT)
The results are clear and compelling; radio has the ear of consumers. Those exposed to the radio campaign responded in every key performance metric (25% more likely to get a rate quote; 44% more likely to recommend the provider)
!
Nielsen & KRG released the results of their study t
o measure radio’s performance among insurance advertisers…Slide22
93% OF ADULTS LISTEN TO RADIO EACH WEEK
RADIO HAS NOW SURPASSED TV IN REACHING CONSUMERS
Source: The Nielsen Total Audience Report Q1 2015 / Adults = P18+
WEEKLY REACH (% OF POPULATION)