Detailed media deck that our team created and presented for New Mexico's Department of Tourism. I researched Radio, OOH, and TV/Cable Buy and wrote the section on TV/Cable Buy.
4. Austin to New Mexico- Why?
Facts about Austin that relate to Advertising
- As it is the capital of Texas, it is the second most populated state.
- It hosts two of the largest festivals in the country, Austin City Limits
and South by Southwest
- Austin residents use more internet than any other city in the state,
that’s more than the third, fifth, and seventh biggest cities in the
country
- Great food, nightlife and music are all things that Austin offers. It is
a tourist attraction that brings people from all over and houses many
proud Austinites
So why is this information relevant to New Mexico Department of
Tourism? Simply put, Austin is a city that houses a diverse set of
individuals that range from suburban families all the way to single
digital innovators. Advertisers can thrive on this unique playing field
of opportunity, and send targeted messages to their designated
demographics. Aside from this, Austin is known and respected for
their eclectic environment. The reputation of having an array of
music festivals, unique food, art, and outdoor activities create a
distinct culture for the city that isn’t like any other. This inviting
atmosphere not only keeps Austinites entertained, but acts as an
aesthetic tourist attraction for consumers of all ages.
All in all, if New Mexico Department of Tourism wants to achieve the
goal of dispelling the negative stereotypes, and connote the true
aesthetic of the state, expanding their message to a city like Austin
is the next step towards success. This campaign needs to commu-
nicate to a city with consumers that are willing to take advantage of
those spontaneous, life adventures. Case in point, the many
attributes that encapsulate the typical “Austinite” carry the capability
to align with the “venturesome traveler” strategy that New Mexico
strives to execute.
6. Benefits of Radio
Radio has been used over the past few years for numerous states tourism departments such
as Michigan’s “Pure Michigan” campaign and Utah’s tourism departments campaign. From
our research we have seen that radio is and can be a very successful media for increasing
tourism. In Austin, these same facts hold true. Radio is cost effective and has detailed results
after the runs. An additional value for radio is that you can reach a large audience quickly
and cheaply. Austin radio station in particular reach not only the urban Austin area but reach
the suburbs and towns outside of Austin such as Waco, Georgetown and Giddings. Although
we cannot utilize pictures of New Mexicos lush landscapes we can take the consumer to an
imaginative place instead. Mental imagery can be used to bring out New Mexico’s great as-
pects and while consumers are driving to and from work or listening at home or their desks we
can take them to the place they want to be. This will help increase tourism to New Mexico and
entice the target audience through this imagery to come to New Mexico and enjoy everything it
has to offer including camping, hiking, skiing, snowboarding and cuisine.
7. Radio Goals and Recommendations
Goals
The radio buy totals at a cost of $85,392 for the 6-week flight. Each week $14,232 will be
spent. This buy is over the original goal spend of $70290 by $15,102.The extra money will be
from the slush fund. We know that radio will be a highly successful media tool for New Mexico
tourism and therefore every dollar will result in a lead from our target audience.
We were given the goal of having 100 targeted rating points per week totaling 600 for the entire
schedule. We were also tasked with the goal of having each daypart be a certain percentage
of the final buy. AM drive’s goal was 25%, midday 25%, PM drive 25% and EVE with weekend at
25%. Our actual result was 102.4 rating points per week over the goal value. The TRP
percentages of each daypart are: AMD 25%, MID 24.7%, PMD 24.9% and EVE / WE at 24.2%.
From this we got as close to the goal percentages as possible.
Recommendations
Our recommendation within radio is to execute this buy as close as possible to the plan. We
recommend that creative plan spots that leave room for the audience to imagine themselves
in New Mexico skiing down the slopes or hiking through the beautiful mountains. These are the
types of radio advertisements that will do well for New Mexico.
Added Value
For added value we will be receiving 5 :15 billboard sponsorships for each Emmis station purchased.
Therefore we will have these sponsorships on KBPA-FM, KGSR-FM, KLBJ-AM, KLBJ-FM and KROX-FM
totaling 25 billboard sponsorships each week. For Clear Channel we will be receiving different added
value from each station purchased. For KPEZ-FM, we will have :05 hourly sponsorship billboards running
between M-F 6a-12a five times per week. They value this package at a total $3000 for the 6 weeks.
For KVET-FM, we will receive :05 morning show segment billboards two times per week, :05 news bill-
boards M-F 6a-10a five times a week and :05 hourly sponsorship billboards M-F 6a-12a three times per
week. The total value of these billboards is $7,350.
8. Rationale
KROX FM
KROX-FM, an alternative music station, is not only ranked third in the market for 25-49 year olds but
was also ranked highly for qualitative data. Its core audience is 25-34 year olds which falls directly in
our target range. KROX also has the highest concentration of our target audience at 71% of its listen-
ers leaving only a 29% waste. AMD received 5 spots per week. With a .7 rating and a reasonable price
of $115 a spot we felt that this time deserved a high amount of spots. MID and PMD will run 6 spots per
week. KROX PMD rating is a .9 and deserves more spots for our market than any of their other time pe-
riods. In addition the price for the PMD was lower than many other stations. The spots purchased also
will be running online through their streaming station.
KVET-FM
KVET-FM plays country music with a strong exclusivity of 6. Their core audiences’ demographics are
between 18 to 54 years old with our target audience age falling in the range. According to the media kit,
KVET contains 56% of listeners who are in our target demographic. KVET is ranked high in our qualita-
tive data with a .8 rating for listeners who have hiked, camped or skied in the last year. This will be im-
portant for New Mexico to focus on in radio stations because these are reason that the target audience
will visit New Mexico. We suggest running 19 spots per week with 7 insertion on PMD, 2 on EVE and 10
on WE. Their PMD rating score is .6 which is higher than other dayparts with the most affordable prices.
9. KBPA-FM
This station is mainly playing adult hits and it has the second highest primary rating point. We
consider this station to be the most important of all of the stations. It is rated the highest for
our qualitative target audience and therefore the most Austin listeners will hear New Mexico’s
spots on this station. Although the prices are higher than some of the other options we felt that
it was important to focus on this station. Their core audience was 35 to 54 years old, falling into
our target audience’s age bracket. KBPA has the highest rating during AMD, MID, PMD among
the stations with the rating points of 0.9, 1.1, 0.8. Therefore we suggest focusing on weekdays
especially during these three dayparts by inserting 6 spots for each daypart during the week
and running 4 spots during the weekends. Therefore, we are going to run total of 22 spots each
week with most of the spots running on the weekdays. This station also comes with streaming
spots this means that our spot will run on-air and online resulting in twice the value.
KLBJ-AM
This station is mainly for news talk information. The average rating was a 0.3. The weekday
dayparts of AMD, MID, PMD ratings were constantly at 0.4. According to the qualitative data,
this station has 0.4 rating points with adult 18+ years old that enjoy traveling, camping, skiing
and snowboarding. Therefore, we suggest inserting 5 spots on both MID, PMD, EVE, and WE. We
added 5 spots for weekend dayparts for when the target audience is relaxing and wishing they
were on vacation so they will imagine going to New Mexico for their next vacation. Our spots will
also run online at the same times for this station.
KLBJ- FM
KLBJ-FM is formatted for album oriented rock and its average rating point is a 0.4. This station
has a higher average share for adult 18+ years old who are interested in traveling and
camping like the KLBJ-AM station. However, this station shows the high average quarter hour
rating points on AMD among the dayparts with 0.8 points. Therefore, we arranged the insertion
schedule for this station with 4 spots on AMD, 6 spots PMD, 5 spots for EVE and WE. The
reason we added more spots on PMD was that it has the lowest cost-per-point rate with a more
affordable unit price of $90. Overall, we suggest running total of 20 spots per week on KLBJ-FM
station. The New Mexico advertisements will also be running online through their website for no
additional cost.
KAMX- FM
This station is for hot adult contemporary music and is rated as the number four station in
Austin for listeners with an income over $75,000 and fifth for listeners who have hiked, camped
or skied in the last year. Its rating trend for 25-49 year old listeners is currently increasing com-
pared to the past few years. Their core audience demographics are between the ages of 25 to
54 years old with 61% of their listeners in our target age bracket. That leaves very little waste
when buying this station. Since this station shows a strong presence during AMD, MID, AND,
PMD time, we distributed 5 spots on AMD, 4 on each MID and PMD. In addition, we also added
3 spots on EVE and 4 spots on Sunday due to their affordable unit prices with average quar-
ter hour points. Therefore, we suggest running total of 20 spots per week and we believe it will
bring many listeners to New Mexico.
10. KGSR- FM
KGSR is formatted for album adult alternative. It has 66% of our age cell demographic as its
listeners, leaving little waste. KGSR’s main listener age demographic is between 25 to 54 years
old. In addition, this station is well recognized to people who have over $75,000+ of income
with a rating point of 0.6 and 44,400 weekly impressions. All of their spots are under $100
which is quite affordable amongst the Austin FM stations. This station has higher rating points
during MID and PMD time of weekdays. We recommend inserting a total of 20 spots per week
with 6 on AMD, 7 on MID, 4 on PMD, and 3 spots on weekends. These spots will also run online
through their website.
KKMJ-FM
KKMJ FM station is mainly playing adult contemporary. This station has a main target
demographic aged between 35 to 54 years old. Our target demographic (25 to 49 years old)
shares 54% of their demographic. This station is rated eighth for Austin radio stations with
listeners who have hiked, skied or camped in the last year. It also ranks sixth out of all Austin
stations for listeners with an income over $75,000 in our target age group. Therefore, we
suggest inserting total of 20 spots per week (8 spots on AMD, 4 spots on MID, 5 spots on PMD,
3 spots
KKMJ-FM HD3
KKMJ HD3 station is for streaming adult contemporary music. We bought 20 spots for this
station due to its good rates as well as complementing the buy for KKMJ-FM radio station. The
most expensive daypart unit price was $30 on AMD with 0.3 average rating points. In addition,
this station has constant rating points throughout the week between 0.2 and 0.3 which is high
for an online radio station. Therefore we distributed 7 spots on AMD, another 7 spots on MID,
and 6 spots on EVE and WE. We believe that this distribution will increase the awareness of
New Mexicos offerings for tourists among the core listeners of this HD3 channel with vivid
imagery.
KTXX/KWNX - THE HORN
This station is formatted for local sports information and classic hits. It has steady rating points
of 0.1 throughout the week with very affordable per-unit prices. Since our target audiences are
25 to 49 years old who are interested in traveling and outside activities, we believe that this
station is going to be another great platform to introduce the New Mexico Tourism to our
audience. Sports stations are also known for having long listening times and high exclusivity
which will be great for the audience to hear New Mexicos advertisement. We distributed a total
of 20 spots per week (4 on MID, 10 on EVE, 6 on WE).
KPEZ-FM
KPEZ is mainly playing rhythmic contemporary hit music. Although their primary rating points for
our target demographic is not high, we believed that this station might be another great platform
to reach out to broader audiences. Their core audiences are in the range of 18 to 24 years old.
We believe that many of their listeners are willing to take a trip to another state and enjoying
out of home activities. Therefore, we planned to distribute the spots mainly on EVE and WE time
where college students are off from their class and work. We suggest running only 17 spots per
week with 5 spots on EVE and 12 spots on weekend.
12. Benefits of OOH
OOH has claimed a reputation for connoting a brand message in a way that other mediums
such as TV and Radio are not able to do. This is possible through the fact that this media
type creates an element of surprise through serving a message outside of the consumer’s
homes. Because of this consumers cannot avoid this type of advertising easily and the
measurements are much more realistic. Seeing as though our client for this campaign happens
to be New Mexico Department of Tourism, we feel that OOH executions would be a beneficial
aid towards communicating to Austinites as well as tourists of Austin that New Mexico is a city
that deserves a visit.
OOH serves as an effective media type that can communicate a message in many different
ways. There is an immense amount of room to present creative tailored to geographic
location as well. Now that we are in an age that makes it possible to accumulate data on who
the consumer is, where they are going and how they choose to get there, OOH can
capitalize on that information and transform it into meaningful impressions. In essence,
utilizing this media type will provide the client with consumers wanting to know more about what
the city of New Mexico has to offer and a possible new tourist of New Mexico.
13. This campaign permitted a $116,000 net budget for OOH buys alone. This amount
encapsulated a breakdown of $60,000 net that was to be spent on bulletins and posters,
$50,000 net to be spent on an “other” category as well as $6,000 for production costs.
In comparison to the budgeted amount, OOH buys resulted in a $25,740 surplus that was
taken from the flex fund. Given, we did request placements that are over budget, but the
following rationale that is broken down by OOH type will shed light on the reasoning behind
this decision.
OOH Goals and Recommendations
Above: Austin map of the
locations of the posters.
Right: Map of the locations of
the bulletins.
14. Rationale
Bulletins
The reasoning behind the bulletin execution came from two angles. Our first strategy was to
garner a high number of impressions amongst our target market. On the other hand, we felt that
it was of the utmost importance to spread the message across the greater Austin area. As a
result, we have purchased seven bulletins that we have scattered throughout the greater city of
Austin. Seeing as though I-35 is the highway that serves as the main highway to get around the
area, it is best to remain present along there. We have allotted four of the seven executions to
do just that. The other three executions will aid in other relevant points of interest for our target
demographic. Although this may seem extensive, we feel that it is vital to have stability in our
message in a strong force.
Posters
The selection for posters aligns with the strategy of the bulletins but attempts to encapsulate
more of a local approach. We have carefully selected six locations to place posters with the
creative of New Mexico Department of Tourism that will be dispersed in highly concentrated
parts of Austin. We feel that our poster buys will garner a high amount of impressions amongst
our target market but in inner city locations.
Cinema Advertising
Due to the fact that consumers that watch a movie in theatres are sitting idly in their seats for a
standard period of time, we felt that movie theatres would be another useful medium to adver-
tise for this campaign. We plan to show :30 second placements every day for the entire cam-
paign duration in six theaters in Austin that are visited frequently by our target audience. Ac-
cording to the data, at least 30% of the consumers that visit these theaters garner a $75,000+
income, that represents their ability to make trips and vacations to places such as New Mexico.
These points shed light on the rationale that cinema advertising can act as a useful tool to-
wards reaching out to those 25-44 year-old venturesome travelers.
Other OOH endeavors
With the flight dates residing in October and November for this campaign, it presents a unique
opportunity that New Mexico Department of Tourism can capitalize on. These two months are
packed with events and music festivals such as Austin City Limits, Formula One and Comic Con
that will play a great role in hitting the venturesome traveler audience with a relevant message
when they least expect it.
15. We have carefully selected four separate executions that we plan to utilize at these events.
These executions consist of classic billboards in restrooms, lifestyle posters, street teams and
common area classic billboards. As we understand that some of these events, more specifically
Austin City Limits, tends to skew towards a younger consumer demographic research has and
will be done to determine when the campaign’s target demographic will be more susceptible to
be at these events. Those are the days that our executions, such as the street teams, will carry
the utmost relevance and will be present to communicate the message to those consumers.
Added Value
Amongst the wide range of OOH media buys, the Cinema vendor has presented a point of
added value. The vendor response stated that buyers would receive one :30 digital creative
spot that would display in the lobby of the theater with a four week minimum execution. Since
we made buys at six theaters for the duration of the campaign, we have received six free spots
that will air in the lobby entertainment network during this flight. This equates to a $4,350 bonus
that can translate into more impressions for the campaign.
Another point of value that deserves to be addressed is one that was negotiated between the
buyer and vendor. It carries a high ranking of importance since it was not previously outlined in
vendor responses. Looking back at our bulletin and poster buying decisions, we have purchased
12 executions from Reagan National Advertising/Austin. With such a high number of buys that
are taking place with the same company, it created a unique opportunity for us to present some
sort of added value for our business. Once we brought up this matter to the vendor, we were
able to secure two extra billboards to be displayed in a location of our choosing, free of charge.
This added value component equates to a $17,700 savings.
Experiential
If New Mexico wants to communicate a direct message without clutter, the OOH buys need to
be consistent and relevant. We did receive a response from Delta Media selling experiential
executions in the form of bike cart wraps, truck wraps and cooler trucks. If we were to take a
closer look at the OOH objectives of dispelling the misconceptions of the state of New Mexico
and to get the venturesome travelers to consider traveling to New Mexico, these offers would
not be a good fit. These executions would force the New Mexico Department of Tourism to
become affiliated with a food company and we feel that the affiliation would create confusion
in the consumer’s eyes. With that being said, these executions to not present any relevance to
our strategy and objectives so these media are not included in the media buy.
17. Benefits of Print
Although print media may seem somewhat “old school” compared to newer media types such
as digital and online, print options provide unique opportunities for creative messaging. It also
provides favorable features that will greatly aid the New Mexico Department of Tourism in
meeting its goals for the launch of the TRUE campaign in Austin this Fall.
For example, the medium of print provides the opportunity to not only communicate the reasons
for visiting New Mexico verbally but also visually. Also, print can communicate with consumers
in a more personal way than can be achieved through other types of media. With print, we can
provide the most convincing reasons for a visit to New Mexico by showing our target audience
exactly what they’re missing and thereby clearing up many of the misconceptions about New
Mexico’s environment. Furthermore, print allows us to provide readers with an image that is
lasting, unlike the transient images that may be observed only viscerally in passing
throughout the day. Print images stick around, as anyone with magazines or pamphlets stacked
on their desk can attest to. This is a very beneficial feature for New Mexico’s campaign
because it means that those exposed to these beautiful images of the state will likely be
exposed to it multiple times. This will increase the odds that they will remember the image and
possibly begin to consider New Mexico as a destination for their next trip.
Print also provides more technical benefits that will help New Mexico measure the results of
their campaign effectively. For this reason, print is ideal for a large campaign like TRUE that is
being launched in a brand new location. For New Mexico, accurate measurement of deliverables
will be vital for understanding campaign performance and improving the plan going forward.
18. Print Goals and Recommendations
Our recommended print buy’s total spend is $44,403. The original goal budget was $40,000.
Despite being slightly over budget, is exactly the level we initially aimed for in order to use
allocate a small portion of the slush fund to our print budget.
Our plan not only met the initial goal for deliverables, but exceeded expectations by more than
50%, producing 957,602 paid impressions and 52,534 bonus impressions, resulting in a total of
1,010,136 impressions overall compared to New Mexico’s initial goal of 650,000.
Within the print publications we have selected, we recommend the purchase of full-page 4 color
advertisement units for the vibrant, colorful creative executions that display New Mexico’s
attractions visually.
19. Rationale
Texas Monthly
The largest portion of the print budget will be spent on placements within Texas Monthly
magazine. Texas Monthly is a longtime partner of the New Mexico Department of Tourism
and New Mexico already places monthly insertions in it’s Houston and Dallas editions. Despite
the fact that the rates for Texas Monthly are higher than the original goal of $61.50, we believe
that it is worth the investment because the magazine’s readership demographic fits New
Mexico’s venturesome traveler target audience almost perfectly. Texas Monthly’s readers report
spending an average of about $6,000 annually on personal vacations and 96% of readers
report traveling within the past year. These readers are also highly affluent with a median
houshold income between $82,686 to $169,000. Furthermore, since the launch of the TRUE
campaign in other Texas cities, Texas has grown to become one of the top 10 states driving
traffic to the New Mexico- True website—we believe this is largely thanks to New Mexico’s
heavy advertising in the Dallas and Houston editions of Texas Monthly. For these reasons, this
publication is the most crucial buy for New Mexico’s launch in Austin. We have devoted
nearly half of our print budget to advertising in this publication. Texas Monthly has provided
added value in the form of a generous 30% frequency discount from the initial net rate,
resulting in budget savings of $10,000.
Austin Chronicle
The second largest portion of the budget went to the Austin Chronicle, in which we placed 4 full
page 4 color insertions. The Chronicle has a “uniquely Austin” content focus that reflects the
heart and soul of the community, yet covers a large geographic area that also spans
neighboring cities within Travis County, with 80,000 papers distributed at over 1,800 locations in
Austin, Cedar Park, Round Rock, San Marcos, Buda, Kyle, Pflugerville, and Dripping Springs.
We feel the Chronicle is a great fit for New Mexico for several reasons: For one, nearly half of
readers are recent college graduates and about 60% are unmarried, which means that they
are at a perfect life stage to travel—they have started working and have disposable income to
spend, and they also have more free time since they haven’t yet settled down to start a
family. The content focus of the Chronicle is also perfect for the behavioral demographic that
New Mexico is seeking to target, since readers report “art, culture, and outdoor activities” all
within their top ten interests. Finally, we feel that the Chronicle provided the best value in terms
of CPM rates relative to overall fit for the target audience. In fact, their already-low rates were
even further reduced thanks to a 25% frequency discount that was provided by the vendor.
In addition to reduced print rates, the vendor has also provided added value in the form of a
10% increase in online display impressions on the publication’s popular website,
AustinChronicle.com, which covers Austin and beyond and receives over 400,000 unique
users and 1.4 million page views each month.
20. Austin American Statesman
Publications owned by the Austin American Statesman make up the remainder of our proposed
print budget, with about one fourth being allotted for the Statesman newspaper itself, and the
remaining 10% dedicated to its Spanish newspaper, Ahora Si, which will be covered in more
detail in the next section.
We chose to invest in the Austin American Statesman because we believe it essentially picks up
where other publications left off. In other words, it’s reader base reaches a part of New
Mexico’s target audience that is not necessarily the primary focus but is still a very important
segment that may have been missed by Texas Monthly and the Chronicle. With an average
household income of $78,420 and a median age of 35.4, these readers are older and more
affluent than Chronicle readers but younger and not quite as affluent as the readers of Texas
Monthly. However, since the Austin American-Statesman print readers control almost half of all
the buying power in the market, reaching this segment is key. The Statesman has provided color
free of charge as added value for New Mexico’s print insertions.
Ahora Si
We chose to invest in the Statesman’s Spanish publication, Ahora Si, in order to reach Austin’s
Spanish-speaking population. Austin has one of the highest percentages of Spanish-speakers
in the nation, ranking 8th according to the US Census. Because this demographic makes up
nearly 30% of Austin’s total population, it is key that New Mexico invest in a publication that
reaches this segment. Ahora Si provides the best coverage of Austin’s vibrant Hispanic
communities and we believe that the primary readership of this publication is a great fit for New
Mexico’s target. 53% of readers report that they are planning to purchase vacations or travel
within the next year and 76% have purchased products or services directly from ads in the
publication. This segment is clearly highly receptive to ad messages and their interest in
travel indicates that they will likely be interested what New Mexico has to offer. New Mexico
has received a great deal of added value from this publication, which has provided new Mexico
with an additional 52,534 bonus impressions. This includes 3 for 1 bonus paging, color free of
charge (10% discount), and a 5% frequency discount.
22. Benefits of Digital
Digital Goals and Recommendations
Digital has evolved quite rapidly in the past few years. The targeting, reporting and innovative
capabilities that derive from digital efforts create extremely effective campaigns. In short, digital
will allow us to achieve awareness goals, promote New Mexico as an exciting travel destination
and will allow us to engage with our target audience through the media they consume the most
throughout their daily lives.
Our digital efforts line up with our ATB goals and specifications. The recommended buy’s total
spend is $93,500. The budget is allocated in Display, Search, Video, and Social efforts and
distributed as follows:
Display - 36% - $33,500
Search – 15% - $15,000
Video – 37% - $35,000
Social – 11% - 10,000
Display’s eCPM goal was $7. While the majority of our placements are way below the $7 goal, a
few site direct placements are slightly above our goal ranging from $8-16. Our finalized buy will
garner 5,475,836 guaranteed impressions and close to 2,000 guaranteed engagements.
Search was required to have an average of $3 keywords, after compiling a keyword list and
referencing it with Google Adword’s Keyword Planner Tool, we were able to get an average
keyword bid / cost per click of $1.25, yielding 12,000 guaranteed engagements.
Video’s goal CPM was $10, our negotiations allowed us to attain CPM’s of $7.86 and $9.35.
Furthermore, we were able to negotiate a Cost per Completed View rate of $0.14 as an effort
to track ROI in a more effective way since we will only be paying for completed interactions with
our video efforts.
23. Rationale
Keeping our objectives and KPI’s at the forefront of our buying decisions we decided to partner
with Broadstreet Co, TexasMonthly, Austin Chronicle and Facebook.
Display
As mentioned on the ATB, our strategy had to include a mixture of network and site-direct.
Our display efforts start with Broad Street Co. who stood out from all of the digital options.
Their Ad Network, composed of Top 250 ComScore sites, paired up with their targeting and
re-targeting capabilities will allow us to deliver a measurable and specific strategy that will
allow for a unique way to engage with our audience. Broad Street’s very unique offering of
look-alike targeting and search re-targeting will allow us to classify users behaviors and
characteristics in order to reach and prospect new consumers who will likely visit
newmexico.org. Investing in Rich Media Display units will create a seamless experience with the
user that will catch their attention and dispel many of the New Mexico misconceptions.
Texas Monthly’s content and audience align almost perfectly with our desired audience. To pair
up with our print efforts we decided to invest on TexasMonthly.com, a site that is rich in travel,
culinary,and shopping content. With over 1.8MM average page-views per month and over 712K
unique users, Texas Monthly proves to be a powerful and extensive channel.
The Austin Chronicle is an independent and alternative news source that reflects the heart and
soul of Austin. With in-depth coverage of the rich cultural scene, cuisine and musical entertain-
ment of Austin, and over 400K unique users the Chronicle proves to be a smart allocation of
our budget that will reach our desired target audience and will allow us to meet our goals.
24. Search
Allocating part of our budget to search will allow us to reach venturesome travelers when they
are searching for outdoor, leisure and tourism activities. This will inject New Mexico into the
conversation as the users actively search for travel options. This proves to be a very
cost-effective way that will position New Mexico at the very early stages of the users travel
planning process
Video
Taking advantage of the quality of the inventory Broad Street has to offer and their unique
targeting capabilities, we decided to invest in digital video advertising. This will allow us to place
our message adjacent to the quality content the user wants to engage with. This investment
will build and strengthen the New Mexco brand while connecting with their target audience
across the web.
Social
The final part of our digital efforts will reach our target audience while they consume media on
Facebook. Broad Street Co’s Facebook Retargeting technology will allow us to keep the
conversation going with the users that have previously engaged with our ads through our display
efforts and retarget them through social media promoted posts. To compliment these efforts in
a cost-effect manner we also suggest investing in Facebook right hand rail ads that will
increase brand awareness and allow New Mexico to be present while their coveted
venturesome traveler engages with Facebook content.
26. Benefits of TV and Cable
When we looked at television and cable, we really wanted to focus on getting a lot of value for
each dollar. We see television as the most influential media type there is and it is imperative
that New Mexico utilizes it to its full potential. Unlike other vehicles such as radio, television
allows viewers to see the beauty that New Mexico has to offer through vibrant visuals and
unlimited creative potential. We understand that the state of New Mexico does not usually
dabble in broadcast due to budget concerns, but we appreciate your willingness to try
something new. We created a schedule that integrates both broadcast and cable and is
maximized to reach our coveted target of venturesome travelers, but also extends to the more
general A2549 demographic as well.
Goals and Recommendations
Our projected goal was to spend the $191,00 net funds allocated, which included spots on
cable and broadcast. We ended up meeting this goal and taking some additional money from
our flex fund in order to boost are TV/cable efforts. Our actual budget allocated to cable and
broadcast is now $196,903. In addition, we were expected to meet 150 TRPs per week for a
total of 600 TRPs for the 4 week flight. We exceeded this and were able to garner 698.74 TRPs
overall with a weekly breakdown of 174.7 TRPs. This over performance in TRP delivery is a
result of our focus on Primetime broadcast placements and the extra budget we took from the
flex fund. We also decided in our strategy to redistribute the weight of our day parts from what
was outlined in the ATB. Below are the new percentages of TRPs per day part.
Prime - 47%
Early Morning – 22%
Prime Access – 9%
Late Night/News – 20%
Late Fringe 2%
We focused heavily on Prime in both cable and broadcast. Prime yields TRPs, which we
needed to make sure we were hitting an appropriate amount of the venturesome travelers. We
also bought Prime in cable to make sure we were buying in a day part that would result in TRPs
and impressions.We did not stray too far from the Early Morning and Late Night goals because
our research indicated that venturesome travelers like to watch early morning and late night
programming. We wanted to ensure that we were reaching them where and when they would
be most receptive to New Mexico’s message. Finally, We significantly decreased Prime Access
and Late Fringe after our research, as we believed the other day parts were worth more weight
given the targets television consumption habits. Late Fringe is particularly low because we
purchased 2/3 of our Late Fringe on cable and it is hard to find high enough ratings on cable to
support an abundance of TRPs. We firmly believe that this ratio is much more appropriate given
the venturesome traveler target.
27. Rationale
KEYE (CBS)
KEYE was very generous to do preliminary research on what programs our target and
sub-target audiences primarily watch. This information not only helped us pick programs from
KEYE, but also affected what we chose on other stations. Research indicated that individuals in
the venturesome travelers segment (such as hiking enthusiasts, skiers/snowboarders,
campers, and out of state travelers) have certain preferences in the types and times of
programs that they watch. For example, venturesome travelers are extremely more likely to
watch shows in the 10:30p-11:30p time period (anywhere from 58%-153% more likely), much
more likely to watch the 10p News (about 46%-251% more likely), about 20% more likely to
watch the morning news and anywhere from 7%-28% more likely to watch Primetime shows.
This research indicated to us that venturesome travelers (and the A2549 segment at large) are
more likely to watch shows in the early morning and late at night, especially news shows, but
are also likely to watch more Primetime shows than the average viewer as well.
These insights are reflected in our choices for KEYE. We wanted to put a lot of effort into the
Early Morning and Late Night/News dayparts. We decided to choose four programs in the Early
Morning daypart, all of which are news programs (two local and two national). The programs
also extend throughout the week, Monday through Sunday, so that we do not miss a chance to
reach a potential target. We also purchased five programs in the Late Night/News daypart and
one in the Late Fringe daypart. These programs align with what our research indicates our
venturesome travelers watch, helping us reach the maximum amount of people in the most
efficient way. KEYE also hosts many great Primetime options that we wanted to take
advantage of, such as 60 Minutes (which also tests very well with both our targets) and more
popular options like 2 Broke Girls. These Primetime offerings are critical not only to reach our
Venturesome Traveler, but also to increase the overall reach of the campaign as well.
We are also excited to announce that we have acquired some added value from the generous
people at KEYE. One of their offerings that excited us was called their Road Trippin’ Sponsor-
ship. The sponsorship is very unique and perfect for advertising tourist destinations. KEYE will
travel and produce videos highlighting places to stay, things to do, and places to eat in the state
of New Mexico. The series of five videos will run throughout the campaign and serve as a great
visual introduction to all of the great things that New Mexico has to offer. Although we were un-
able to fit the sponsorship within our budget originally, the generous people at KEYE have given
us this great opportunity as added value, and for that we are thankful.
28. KXAN (NBC)
Piggybacking off the research from KEYE, we utilized a similar approach in choosing programs
for KXAN: making sure that we hit early and late dayparts, but being conscious of including
Primetime as well. We hit five Early Morning programs with a mix of local and national news.
Like KEYE, we picked programs to last throughout the week and included a high number of
spots/week (4) for programs that run Monday through Friday. We wanted to maximize our
frequencies on these shows since running all of these spots per week is about the same as
running one spot in Primetime, but yields a higher overall rating with our venturesome travelers.
We also chose four Late Night/News programs, of which three were local news shows and the
other was Saturday Night Live, which doubles in giving us a Primetime audience in a Late Night
daypart. KXAN also has plenty of true Primetime shows that we wanted to take advantage of to
increase our overall reach with our venturesome traveler, such as The Voice and The Blacklist.
Like KEYE, representatives at KXAN were generous enough to give us some added value.
KXAN’s digital offerings, like display advertising and rich media, definitely intrigued us, although
we were unable to include it within the budget. In response, KXAN has kindly offered us a New
Mexico-dedicated email blast to be sent to their Travel Tips subscriber base of over 104,000
people. We think this is a great way to reach a demographic that would positively react to
learning what New Mexico has to offer them and thank KXAN for the opportunity.
KNVA (CW)
KNVA offers us many great opportunities to reach a high number of people for a manageable
amount of money. In many ways, we received the most value with KNVA. Because the station
is unlike its more popular cohorts, there are fewer news shows and relevant Early Morning and
Late Night programs that we could use. Instead, KNVA was instrumental in reaching more of our
target through Primetime offerings. Their low CPP’s helped lower our overall CPP for Primetime,
a number we thought would be significantly higher than it actually was. For example, although
the SQAD CPP for Primetime is 424, the CPP for Primetime shows we purchased on KNVA is
344. The programs we chose also scored high with our target, with popular shows like Arrow
and Vampire Diaries included. We also were able to include one Early Morning show (KXAN
News Today) and two Prime Access show, helping round out our buys to make KNVA the
efficient station that it is.
29. Cable (Time Warner)
It was important for us to include cable in our Television strategy. We wanted to make sure that
we were getting the attention of Austin venturesome travelers at every possible point. Cable
also provides an advantage for New Mexico to leverage the really great niche marketing cable
can achieve. We selected units to run on CMDY, ESPN, MNBC, and TRAV. All of these stations
align with the adventuresome traveler’s interests. Each of these networks that were selected
indexed significantly above 100 within categories dealing with vacationing habits. Engaging in
active outdoor activities, fine dining and national parks were behaviors these viewers
demonstrated when vacationing. In addition, the viewers of these four networks indexed high on
traveling to places with lots of active things to do and identified their preferred vacation type as
“Active Adventurer.” Overall, we wanted to ensure that we were putting our efforts into
reaching the venturesome traveler above just looking at programs valued for reaching the
A25-49 range. Cable gives New Mexico the perfect opportunity to do this. We were also able
to procure some wonderful added value with our cable spots. After reaching out to the vendor
and some negotiations, we were
approved for autofill. This will ensure
that we get pure bonus spots, while
providing Time Warner with some
visually stimulating creative and
credible content. We opted to take
the autofill option across only the
networks we had purchased units for,
instead of across all of cable. This
was done to fit the True Expansion
– Austin objectives. Taking into con-
sideration how important the target
audience is, we thought it was best to ensure our added value was definitely hitting the
adventuresome travelers. Pursuing autofill across the board would dilute our added value
impact. Even though the spots are free, we wanted to keep targeting top of mind.
KVUE (ABC)
Like our other broadcast efforts, KVUE was selected as an ideal place for New Mexico to run
spots. KVUE has top rated programming that receives unparalleled ratings for prime time shows
and presented us with the chance to gather significant impressions and reach the
adventurers. For KVUE we chose to buy programs that would yield abundant TRPs but were also
worth investing in given the target market. We chose two well performing prime time shows:
Marvel’s Agents of S.H.I.E.L.D. and Modern Family. We also knew that the venturesome
traveler audience was prone to watching shows in the early morning and late night dayparts. As
a result we were sure to include spots in both of these dayparts so we could capture the
attention of the target when they are most receptive to messaging. Along with our purchase of
Modern Family spots came some added value. The rate given by the vendor included 50,000
banner ad impressions on kvue.com. We decided to pursue this option. In addition to the low
CPP, $390.07 with a 14.1 rating, that Modern Family provides, this added value helps create a
cohesive and integrated approach to our television buys. We could not let New Mexico pass up
this opportunity and believe that the extra impressions will help effectively reach the
venturesome travelers through the digital medium as well as broadcast.
30. KAKW (Univison)
It was very important that we placed spots with Univision because this gives New Mexico ac-
cess to the Austin Hispanic market. This is valuable to new mexico due to the fact that Austin
was recently ranked 22nd among the top Hispanic markets in the nation, with 178,100 hispan-
ic households in Austin DMA. This was as of 2014. Additionally, Austin’s Hispanic population is
growing 3 times faster than non-Hispanics. It is therefore vital that New Mexico reach out to
this demographic with the True Expansion- Austin campaign. Reaching these individuals means
spreading the message to a large portion of Austinites and enticing them to visit New Mexico.
KAKW also ranks as one of the most watched broadcast station in the Austin market, at 19%,
along with KVUE 19% and KAKW 19%. Without units placed on KAKW, New Mexico would be
missing out on the venturesome travelers, whose attention they are seeking to attract.
