Council Meeting February 1, 2017 1
Agenda 1. Government Affairs Support 2. Tubes TV Spots 3. Campaign Creative Preview 4. Campaign Engagement 5. Campaign Reporting 6. Past CWC/HAH Commercial Microsite 2
GOVERNMENT AFFAIRS SUPPORT 3
TUBES TV SPOTS 4
CAMPAIGN CREATIVE 5
Paid Media Rich Media 1 2 Gameify Screengrabber 6
Paid Media Rich Media 3 4 Gameify Screengrabber 7
Paid Media Rich Media 5 Gameify Screengrabber 8
Paid Media Rich Media Parallax - Mobile 9
Paid Media - Banners 10
CPW Brochure Ads 11
Social Media - Facebook 12
CAMPAIGN ENGAGEMENT 13
Engagement Tactics 1. Emails to CPW employees and wildlife constituents. Engagement prior to campaign launch; again on March 1, 2017. 2. Social media engagement with license agents once campaign is live (ACE Hardware, Walmart, Cabela s, Dick s Sporting Goods etc.). Post on license agents bulletin on CPW about campaign. 3. Council member engagement. 4. Community partnerships. 14
CAMPAIGN REPORTING 15
SAMPLE Monthly Report March 2017 16
Key Insights XX XX XX XX 17
Digital Media Metrics Engagement Rich Media Articles 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Undertone Page Grabber Billboard Smartphone Flex 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Nativo Article 1 Article 2 Time Spent Engagement Rate Click Through Rate Time Spent Click Through Rate 18
Digital Media Metrics Consumption Video Radio 6 TubeMogul 5 Pandora 5 4.5 4 4 3.5 3 3 2 2.5 1 2 1.5 0 Mobile Pre-roll (Fishing) Desktop Pre-roll (Fishing) CTV (Fishing) Mobile Pre-roll (Hunting) Desktop Pre-roll (Hunting) CTV (Hunting) 1 0.5 0 Video Completion Rate Spot 1 Spot 2 Click Through Rate Audio Completion Rate 19
Paid Facebook Metrics Top 3 Paid Facebook Likes Shares Comments Posts Post 1 12 0 1 Post 2 47 9 3 Post 3 30 6 4 Facebook Post 2 Platform Organic Impressions Paid Impression s Engagements Clicks Video Views Facebook Paid Posts 115,000 230,000 49,320 130 199 Facebook Paid Ads 50,000 131,000 20,690 121 175 Facebook Post 1 20
Organic Social Media Metrics Total Social Media Impressions in March: 600,320 Platform Impressions Engagements Instagram Organic Facebook - Organic 7,121 3,005 21,403 5,992 Facebook Followers 9500 9000 8500 8000 Growth in Social Followers - March 9320 548 501 468 438 8765 8230 7978 600 550 500 450 400 350 Twitter Followers 7500 300 250 7000 Week 1 Week 2 Week 3 Week 4 200 Facebook Followers Twitter Followers 21
Instagram Metrics Top 3 Instagram Likes Comments Posts Post 1 48 8 Post 2 21 9 Post 3 68 2 Instagram Post 2 Instagram Post 1 22
Website Metrics 4000 3500 3000 2500 2000 1500 1000 500 0 Website Visits Per Week - March Week 1 Week 2 Week 3 Week 4 Sources of Website Visits - March 17% 44% 19% 20% Paid Media Direct Organic Search Social Media 23
Website Metrics Page Visits Started on Page Average Time on Page Page 1 1,430 68% 1 Min 45 Secs Page 2 1,158 36% 1 Min 12 Secs Page 3 938 21% 53 Secs Page 4 760 9% 59 Secs Page 5 616 7% 43 Secs Video Views Complete Complete Rate Video 1 830 310 37.3% Video 2 423 101 23.9% 24
Website Metrics Scroll Rate on Benefits Page Page Visits 1,158 Scrolled 25% 750 Scrolled 50% 512 Scrolled 75% 470 25
Earned Media Metrics Earned Activity Date Activity 1 3/4/2017 Activity 2 3/15/2017 Medium Impressions News Story 23,000 News Story 84,000 Activity 1 Activity 2 26
PAST CWC COMMERCIALS MICROSITE 27
APPENDIX 28
Expired Campaign TV Spots Renewal Costs (One Year) NAME OF SPOT YEAR EXPIRATION DATE Renew Cost (Colorado Broadcast, paid digital ads, TV) Renew Cost (website, YouTube ONLY) Frenemies: End of Day 2016 Jun-17 N/A N/A Frenemies: Coffee Break 2016 Jun-17 N/A N/A Hug a Hunter: Café 2013 Sep-15 Hug an Angler: Gas Station 2013 Sep-15 $11,461.00 $6,847.50 Hug an Angler: Biker/Angler 2012 Sep-16 Hug a Hunter: $7,996.75 $3,857.50 Hunter/Hiker 2012 Sep-16 TOTAL $19,457.75 $10,705.00 29
Renewal Options Scenario #1: In perpetuity on client website only (using YouTube as host, marked as unlisted) Cost: $43,720.00 Scenario #2: In perpetuity, no restriction on usage NOT OFFERED Scenario #3: Utilization of expired TV spots for archival/internal purposes Available for all expired TV spots 30
SPRING PAID MEDIA STRATEGY 31
Planning Parameters Timing: March 1 st April 28 th, 2017 Target: A18+ who are likely to vote Geography: Colorado Budget: $442,656 32
Objective & Strategy Objective: Educate the general public about the benefits of wildlife, wildlife management, and wildlife-related recreational opportunities in Colorado, specifically funded by fees from hunting and fishing licenses. Strategy: Cross-device target Coloradans with high impact and educational messaging. Utilize a variety of messaging tactics to communicate additional benefits. 33
Media Tactics TV DIGITAL RADIO DIGITAL 34
TV: Broadcast & Cable Reach a broad audience of video viewers via linear TV channel. Markets: Denver Colorado Springs Grand Junction Durango Impressions: 7,139,735 35
Digital: Pre-Roll Video Extend video reach past linear TV while driving efficiency with cross-device pre-roll. Partner: TubeMogul Units: Impressions: 3,439,831 Cross Device Interactive Pre-Roll Connected TV Pre-Roll Cross Device Pre-roll 36 Connected TV Pre-roll
Digital: Rich Media Utilize cross-device rich media to grab attention and host multiple pieces of content. Partner: Units: Undertone Page Grabber (full page takeover) Mobile Flex (full screen takeover) Desktop Billboard Impressions: 4,891,534 37
Digital: Custom Content Distribute content within native environments, driving deeper knowledge, website traffic and earn media through social shares. Partners: Units: Nativo, TubeMogul 2 Custom Articles Native Ads Article thought starters: - Top 5 Reasons to Hug a Hunter - 10 Ways Hunting & Fishing Helps CO Wildlife Impressions: 2,601,563 Native ads 38 Custom Article
Digital: Paid Social Drive engagement and conversation with paid media while leveraging new platforms to reach new audiences. Partner: Units: Facebook Video Carousel Content Canvas Promoted Posts 39
Radio: Streaming Complement terrestrial radio with streaming audio for targeted reach and visual aids. Partner: Units: Pandora Mobile Audio Ads Clickable Banners Impressions: 6,739,130 Considered, but not recommended Station: NPR Markets: Colorado Spots: 336 40
Budget Breakout Radio 11% Social 7% Television 41% Digital 41% 41
Paid Media Flowchart Colorado Wildlife Council Spring 2017 Media March 1st - April 28th, 2017 Mediums Partners Details Impressions Budget March April Television Broadcast/Cable Various Partners :30s commercials on AM/PM News & Prime Access 7,139,735 $ 182,445 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 2 4 6 8 10 12 14 16 18 20 22 24 26 28 Digital Pre-roll Video Tubemogul :30s cross device pre-roll on mobile, tablet, desktop & CTV 3,439,831 $ 50,000 Rich Media Undertone Rich media units on mobile, tablet & desktop 4,891,534 $ 90,000 Custom Content Nativo, Tubemogul Custom articles (2) & native ads 2,601,563 $ 40,000 Social Facebook Promoted posts 2,835,000 $ 28,350 Ad Serving Fees DCM Fees for serving ads - $ 1,861 Radio Streaming Radio Pandora :15s & :30s mobile audio commercials & banners 6,739,130 $ 50,000 Terrestrial Radio NPR :10s audio spots 336 $ 13,050 GRAND TOTAL 27,646,793 $ 442,656 42