The document provides details on a marketing campaign for the BlackBerry Z10 smartphone launch. It includes an overview of competitors' past media spending and creative approaches. It then outlines the campaign's strategies, objectives, target audiences, big idea, creative execution, budget breakdown, and media plan. The campaign aims to promote the Z10's ability to help users balance work and life through advertising, public relations, point-of-sale materials, and sales representatives.

2. Work-Life Balance
BlackBerry Z10 2013 Campaign
Team 3
Marketa Novakova
Jaqueline Frajmund
Putri Arinda
Iris Tsai
Charlotte Wang

3. CONTENT
 BlackBerry Z10 Overview
 Competitive Analysis
 Consumer Analysis
 Strategies/Objectives
 Target Audience
 Big Idea
 Creative
 Budget Breakdown
 Media Plan
 Matrix to Success

5.  Price: $199 with a 2-year plan
 Place: All four major U.S. carriers (AT&T, Verizon,
Sprint, T-Mobile) are expected to sell the phone;
goes on sale in some other countries
 Product: Z10- March 21st in the U.S.
 Promotion: Advertising/PR/POS/Sales
Representatives
 Features: BB Hub, BB Balance, BB Video with
Screen Share, Keyboard, Time-Shift Camera, BB
Enterprise Service
MARKETING MIX

7. COMPETITORS’ MEDIA AND CREATIVE OVERVIEW
SAMSUNG iPhone HTC
Budget 2012 $401M $333M $46M
Media Channel Used TV, print, billboards, Internet, social media, OOH, events
Creative The print ads were
focused on:
• Advanced
technology used
• Attacking iPhone
For TV Samsung took a
more humorous
approach
Both print and & TV
have same
characteristics:
• Simplicity
• Focus on the
features/app
Focused is on how the
quality of the camera
& sound would benefit
customers’ life

9. Who are they?
Who are the consumers?
Key insights:
 Younger users are more likely
to own a smartphone
 Smartphone users skew male-
difference not significant
 Total smartphone penetration
in US= 53% (February 2013)
 Smartphone users tend to
come from above average
income households
SMARTPHONE CONSUMER ANALYSIS
Source: Nielsen Mobile Consumer Report 2013 & A Portrait of Today’s Smartphone User by Online Publisher Association, August 2012

11.  Show young professionals that they
only need one phone to keep balance
in their lives.
 Show IT people that they can balance
their company’s employees’ corporate
and personal needs in one phone.
 Convince current users to upgrade
their phones.
STRATEGIES

12.  For 50% of young professionals to
be aware of the new BB Z10 and
consider buying
 For 60% of IT departments in
medium/large companies to be
aware of the new BB Z10 and
consider buying
 For 75% of actual BB users to be
aware of the new Z10 and consider
upgrading
OBJECTIVES

14. Young
professionals
Companies
(IT Teams)
Current BB
users
TARGET AUDIENCE

15. Young
Professionals
College
Graduates
Live in urban
areas
25-34 years
old
Mid Income
50K-75K
Passionate
about work
Socially active
after work
Active on
social
networks
YOUNG PROFESSIONALS

16. Senior Business Analyst
32-YEAR-OLD PATRICK
 Checks work e-mail
on his phone when
away from desk
 Outdoor enthusiast
 Busy social life
 Heavy phone user
 Likes to multitask
 Prefers to pay bills
online

17. Internet
40%
TV
35%
Radio
15%
Print Media
8%
Others
2%
Proportion of media used
per day
 91% of the population are Internet
users
 86% of Internet users are social
network users
 84% of Internet users are online
video viewers
 62% of mobile phone users are
mobile Internet users
YOUNG PROFESSIONALS- MEDIA HABITS

18. Companies
Heavy communication
through phones and
Internet
Work with people in
other countries
Located in
Metropolitan Areas
Security concern
about corporate data
Employee number
500<
COMPANIES

19. BLUEBERRY INVESTMENT
Headquarter: NYC
Offices: 10 different cities
Employees: 1,000+
Clients: global
 Fast-paced
 Need to connect with clients all
the time
 Concern about information
security
 Heavily rely on communication
 Conference calls can happen
anytime
 Buy highly secure phone for
employees

20. B2B MEDIA HABITS
 Web searches play an
important role in B2B
purchasing
 More than 40% of B2B
purchasing is
influenced by word-of-
mouth
 More than 51% of B2B
purchasing is
influenced by Industry
Press (Print)

21. Current
BlackBerry Users
Comfortable with
BlackBerry Platform
Brand Loyal
Time to upgrade their
phone
CURRENT BLACKBERRY USERS

22. 40-YEAR-OLD TARIQ
 Founder and CEO of Global Diversity
Marketing
 Lives in suburbs
 Has 2 kids
 Loves to travel
 Heavy phone user
 Very loyal BB user
 Huge BlackBerry fan
 Wants to know the latest information
of BlackBerry

24. Work, Life and the Pursuit of Balance
BIG IDEA

26. BlackBerry Z10
3600 Campaign
TV
• Alicia Keys
• BB Guy
• Product Placement
Print Ad
• Magazine
• Newspaper
• IT Journal
OOH
• Subway
• Highway
• Airport
• Big Phone
Radio
• Pandora Ads
• Sponsor show
Digital
• Movement website
• Banner ads
• Bloggers
• SEO
Social Media
• BB Balance
Challenge
• Movement
• Blogger
Events
• Launch event
• Work Life Balance events
• Celebrity endorsements
POS
• Poster outside store
• POS Inside
• Brochure
Direct Marketing
• E-mail
• Phone Bills
PR
• Media Kit

27. BB Z10 LAUNCH PLAN
PRE-LAUNCH LAUNCH POST LAUNCH
Objective:
• Generate buzz
• Create awareness of
the new Z10
• Stimulate positive press
reviews
• Engage people to
interact with brand
Objective:
• Generate buzz
• Create awareness of
the new Z10
• Stimulate positive press
reviews
• Engage people to
interact with brand
Support:
• TV
• Print
• PR
• Direct Marketing
• Social Media
• Digital
• Launch event
Support:
• TV
• Print
• Radio
• OOH
• Movement
• Event
• PR
Objective:
• Maintain Z10 presence
in the media
• Engage people to
interact with brand
Support:
• TV
• Print
• Radio
• OOH
• Social media
• Digital
• PR
Time Frame:
January-March
Time Frame:
March-May
Time Frame:
June-October

28. BB Z10 FOCUS CITIES
New York, Los Angeles, Chicago, Houston, Philadelphia, Phoenix, San Francisco, Seattle, Boston, & Washington D.C.

29. V
Launch Event
Insights • BBZ10 needs publicity to generate
buzz about the product
Objectives • Introduce & increase awareness of
BBZ10 to key people
(media, bloggers, corporate partners)
Where?
• Lincoln Center, Manhattan, NY
How to
measure? • # of viewers in YouTube
• PR value from media who
attend the events
LAUNCH EVENTS

30. LAUNCH EVENT
Lincoln Center
Jan.31st, 2013 7:00pm-8:30pm

31. 1. The Release of Alicia Keys’ new song: “The Balance of Love”
LAUNCH EVENT HIGHLIGHTS
Broadcast online:
BlackBerry Official YouTube page
2. Hors d'oeuvre & desserts with BBZ10 theme

32. TV
V V
Alicia Keys (30 sec)
Insights
Objectives • Increase brand awareness
• Show the features of Z10 – with
emphasis on balance
• Introduce the concept of the Balance
Movement
• Build relationship with customer
• Generate buzz in social media
• Link BlackBerry with balance
• Increase brand awareness
Where?
How to
measure?
• GRPs, Reach, Share, • GRPs, Reach, Share
• Alicia Keys is a well-recognized celebrity
and the BB brand ambassador
• Celebrities stand out from clutter, and
ads are more likely to be noticed if they
include celebrities
• The BB guy reflects how “people like
you” can find their balance and be
amazing at the same time
BB guy (30 Sec)
• Super Bowl (1 min)
• National Broadcast
• Cable
• YouTube Channel/Social Media
• Social Media
• Cable
• National Broadcast

33. Action: Alicia Keys walks out of
her hotel exit and onto the
sidewalk with her assistant. She
looks at him and starts talking to
him.
Alicia: “Busy agenda
today, Sheldon!”
Action: Sheldon makes a serious face and
starts telling her what she has on her
agenda, looking at his old phone and
notebook.
Sheldon: “At 1pm you are meeting with
press, at 2:30 you have a Skype interview
with…”
1 2

34. Action: Shot of Alicia with her BB.
But, before Sheldon can even finish
his sentence, Alicia is already looking
at photos on her BBZ10.
Sheldon: …“choose the dress for the
press conference”….
Action: The camera stays on Alicia. In a wider
shot we can see her magically changing into
different dresses while she’s walking on the
street depending on which one she is looking
at on her phone. As she looks at different
dresses, her outfit changes to those
dresses, too. Alicia nods at a few as if she likes
them.
3 4

35. Action: Sheldon composes
himself and continues, as if
nothing has happened….but
Alicia is already talking with her
child on her BB… and walking
with her son on the sidewalk as
if she is with him.
Alicia (on phone): “Hey baby, I
love your new hat!”
Action: Shot of Sheldon
with a surprised
expression.
Action: Alicia changes
back to walking in her
regular clothes again.
She looks at
Sheldon, waiting to
hear more about her
schedule. As he’s
talking about personal
agenda, she looks
down at her phone and
sees that her child is
calling her.
5 6 7

36. Action: Again, Sheldon
can’t hide his amazement.
Action: Her son
disappears again and
everything is normal.
Action: Both of them, Alicia
and Sheldon, enter Carnegie
Hall together.
8 9 10

37. Action: Inside Carnegie Hall, Alicia
takes a photo of the stage where
she will be performing later that
night.
Action: A close up shot of the BlackBerry Z10
shows her adding the photo to her Twitter
account and sending it out to her fans.
Tweet reads: Why choose one when you can
have both? #worklifebalance
11
12

38. Action: She turns to him and extends
a brand new BB with a red ribbon
around it, giving him a kiss on the
cheek.
Alicia: Thank you, Sheldon. I couldn’t
have kept everything together without
you!
Action: Alicia is inside the
dressing-room with
Sheldon, who looks a little
sad with his notebook and
old phone.
13 14

39. Action: Alicia comes on stage of her show and starts
singing and fans are cheering. The music dims a little
and a voice over of Alicia starts.
Alicia: With my BlackBerry Z10, I can have the best of
my two worlds without loosing any balance.
15

40. Action: The shot turns to
Sheldon, who is still in the
dressing room and playing with
his new phone. He is so excited.
His outfit changes to a Star Trek
outfit as he searches the show
on his phone.
Work, Life and the Pursuit of Balance
Action: Alicia’s voice is heard again as the new
phone appears on the screen with the slogan as
she reads it. Also, the locations of where the
phone can be purchased and the URL will
appear.
Alicia: BlackBerry Z10: Work, Life and the
Pursuit of Balance
16 17

41. PRODUCT PLACEMENT
Insights
Objectives
Where?
How to
measure?
V
• Show BB Z10 via a
different media
• Generate buzz in
media
• Emphasis on balance
concept
• Brand health track
• Alicia’s new song
‘Balance of
Love’, reminds people
that BB Z10 is all about
balance.
Product placement on
Alicia Keys’ video
• Music Video
• Social Media
• Alicia Keys’ new song: BALANCE OF LOVE
• 3 minute video clip
• 15x appearance of BB Z10

42. PRINT AD
V V
Magazines:
Business (IT)
Insights
Objectives • Introduce the
features of BBZ10
• Increase brand
awareness
• Introduce the features
of BlackBerry
• Increase brand
awareness
Where? • Business magazines
• Female Magazine (ex)
• Elle
• Marie Claire
• Male Magazine (ex)
• GQ
• Sport Illustrated
How to
measure?
• Brand health track • Brand health track
• 50% of IT
department use
industry print as a
main channel in
B2B purchase
Magazines:
Young Professionals
• Wired
• Information week
• CSO
• CRNtech
• 71% of young
professionals
read print
magazines
• Introduce the features
of BlackBerry
• Increase brand
awareness
• Brand health track
Newspapers
• Link BlackBerry
with balance
• Increase brand
awareness
• Brand health track
• 50% of
frequent business
travelers read print
newspapers more
while traveling than
at home
Newspaper Sleeves
• Business hotels:
• Marriott
• DoubleTree
• Hyatt
• Hilton
• Sheraton
• USA Today
• Wall Street Journal
• WSJ Sunday
• New York Times
• Los Angeles Times
• LA Times Sunday
• Washington Post News
• 66% of young
professionals read
print newspapers
V

43. MAGAZINE AD - YOUNG PROFESSIONALS

44. MAGAZINE AD - YOUNG PROFESSIONALS

45. MAGAZINE AD - YOUNG PROFESSIONALS

46. MAGAZINE AD - YOUNG PROFESSIONALS

47. MAGAZINE AD - IT

48. NEWSPAPER AD

49. NEWSPAPER AD

50. NEWSPAPER SLEEVE - BUSINESS HOTELS

51. RADIO
V V
National Radio Sponsorship
Insights
Objectives • Let young professionals be aware of
the launch of BlackBerry Z10 and
associate the phone with balance
between business and pleasure
Where &
When?
• Sponsor national broadcast of news
during morning and afternoon drive
times on NPR
How to
measure?
• Arbitron ratings
Pandora Banner Ad
• Young professionals are listening
to the radio on their way to work
during their long drives
• Young professionals are listening to
Pandora on their commutes to work
or while at work
• Let young professionals be aware of
the launch of BlackBerry Z10 and
associate the phone with balance
between business and pleasure
• On Pandora during morning and
afternoon commute hours and during
work hours
• Impressions
• Click through rate

52. • National radio sponsorship
– Sponsor NPR News
– Audience: Young professionals
– Timing:
• Morning drive times (6-10a.m.)
• Afternoon drive times (3-7p.m.)
RADIO MEDIA PLACEMENT
Z10
Now available
Find your
balance
in one
phone.
Work, Life and the
Pursuit of Balance
• Pandora Ad
– Targeting:
• Demographic
• Music preference
– Desktop/mobile display
Announcer: This news segment was brought to you
by BlackBerry Z10. Now available at all major phone
retailers. Work, Life and the Pursuit of Balance.

53. OUT OF HOME
V V V
Airport Billboard Inside Subway Car Highway
Insights
• "Free Wi-Fi was one
of the most common
customer comments
we received," says
spokesperson for
Boston's Logan
Airport
Objectives
• Improve BB brand
image & brand
attitude
• Reminder of
BlackBerry
• Increase brand
awareness
• Improve brand
image
• Increase brand
awareness
Where?
• New York (La
Guardia)
• Chicago
• San Francisco
• Dallas
• Houston
• New York
• Boston
• Washington D.C.
How to
measure?
• Brand health track
• Number of visitors
to Welcome page
• Brand health track • Brand health track
• Capture the
attention of millions
of commuters each
day repeatedly
• Capitalize on
commuters’ long
travel time
• High chance of
people seeing ad
repeatedly
• Customized
placement
• 10 focus cities
V
Big Phone
• Encourage
engagement
between brand and
customers
• Promote Movement
• 10 focus cities
• Brand health track
• Unique OOH is more
likely to create buzz

54. AIRPORT WI-FI
Free Wi-Fi
Powered by
Share your experience with #worklifebalance on Twitter and Facebook.
Work, Life and the Pursuit of Balance
Z10

55. SUBWAY
Subway Handles

56. Now you won’t miss any appointments ever again.
Work, Life and the Pursuit of Balance
SUBWAY (cont’d)
Posters inside subway cars
Z10
Now you can see your friends’ status update in one click.
Work, Life and the Pursuit of Balance
Z10

57. Work, Life and the Pursuit of Balance
SUBWAY (cont’d)
Now you don’t have to choose between work and life.
Join our efforts to make our lives more balanced.
Visit bbworklifebalance.com for more info.
Work, Life and the Pursuit of Balance
Z10
Posters inside subway cars

58. SUBWAY (cont’d)
Z10

59. HIGHWAY BILLBOARD (cont’d)
Placement strategy:
CORRECT
Creative strategy:
Crooked:
Correct:
FIND BALANCE IN YOUR LIFE.
Work, Life and the Pursuit of Balance
1
2
Z10

60. BLACKBERRY PHONE DISPLAY

61. POS
V V V
Outside Inside Brochure
Insights • Colorful visuals, especially
with celebrities, are more
likely to attract attention
and stand out
Objectives
• Increase awareness of
BBZ10
• Have people go in the store
to check out the phone
• Engage people with the
brand
• Convince people that it’s a
great phone with many
benefits
• Introduce the new features
of BlackBerry
• Provide more information
to interested people
Where? • AT&T
• Verizon
• T-Mobile
• Sprint
• AT&T
• Verizon
• T-Mobile
• Sprint
How to
measure?
• How many people walk by
• How many people enter
store
• How many people interact
with displays
• How many people take a
brochure
• Colorful visuals, especially
with celebrities, are more
likely to attract attention
and stand out
• Colorful
handouts, especially with
celebrities, are more likely
to attract attention and
stand out
• People want information to
be able to share and study
• AT&T
• Verizon
• T-Mobile
• Sprint

62. BackFront
Work, Life and the Pursuit of Balance
Z10
Now available
OUTSIDE OF STORES
Work, Life and the Pursuit of Balance
Z10

63. INSIDE

64. DIRECT MARKETING
V V
Phone Bill – Current Users
Insights
Objectives • Let current users to be aware of the
launch of BlackBerry Z10 and
encourage them to upgrade
• Introduce the new features of
BlackBerry
Where? • AT&T
• Verizon
• T-Mobile
• Sprint
How to
measure?
• Upgrade Rate
• Brand health track
Email - Current Users
• Current users consider upgrading
their phones when their carrier
contracts are ending
• Current users have high loyalty and
want to know the latest information
about BlackBerry
• Let current users to be aware of the
launch of BlackBerry Z10 and
encourage them to upgrade
• Introduce the new features of
BlackBerry
• Via database of current users
• Click through rate
• Number of upgrade
• Brand health track

65. Experience the
balance
you’ve never
experienced.
Work, Life and the Pursuit of Balance
Upgrade your phone to Z10
PHONE BILL FOR CURRENT USERS

66. E-MAIL FOR CURRENT USERS

67. SOCIAL MEDIA
V
Facebook Contest
BlackBerry Balance Challenge
Insights
Objectives • Promote the idea of Work, Life and
Pursuit of Balance. Engage people and
attract more fans to BB’s social media
account
Where? • Facebook
• Twitter (promotion)
• Website (Promotion)
How to
measure?
• Times BlackBerry Z10 is mentioned
• Time BlackBerry Contest is
mentioned
• Number of fans entering contest
• Fans’ engagement
• People enjoy participating in contests
with the hopes of being the next
winner
• Contests draw many participants and
engage users
V
Bloggers
• Many people read blogs for
reviews, inspiration, insight and
information
• Promote the BBZ10 via blogger channels
to have a non-corporate voice talk about
the BBZ10 phone and encourage people
to learn more about it and buy it
• On important bloggers blogs
• Measure how many people share links
to the particular BBZ10 posts
• Measure how many bloggers choose to
blog about the phone

68. SOCIAL MEDIA
Contestants submit video talking about how they
balance their lives
20 selected contestants’ profiles and videos will be
uploaded on BlackBerry Event Facebook Page
Fans vote by ‘liking’ the video and the top 5
contestants win
Winner: TV commercial & Print Ad & Cash Prize
Top 2-Top 5: YouTube Commercial & Cash Prize

69. BLOGGER REACH
BlackBerry to send the
BBZ10 kit to select bloggers
The select bloggers write
about BBZ10 in their blogs
More awareness &
credibility to BBZ10
Mechanism:
The Selected Bloggers

70. DIGITAL
V V
Movement Website
Insights
Objectives • Help Americans improve their lives so
they can live balanced lives
• Increase positive brand awareness
Where? • Bbworklifebalance.com
How to
measure?
• Website visits
• Event participation
• Online search
• Brand health track
Website Banner
• America is an overstressed nation
• Americans are struggling to balance
work and life and make time to engage
in healthy behaviors
• Click through rate
• Brand health track
• Young professionals are heavy
Internet users and search for
information online
• Show young professionals that there
is a new BlackBerry phone and where
they can buy it
• Display network – Google ad

71. MOVEMENT WEBSITE

72. MOVEMENT WEBSITE
Work Life Balance Tips Events Page
Share Your Story

73. Insights
Objectives • Increase brand awareness
• Improve brand image
• Spread awareness via word-of-mouth about work life
balance movement
Where? • Washington D.C.
• Boston
• Houston
How to
measure?
• Brand health track
• Klout score
• # of people who attend
Work Life Balance Event
WORK LIFE BALANCE EVENTS
• NYC
• San Francisco
• Chicago
• Work Life Balance movement needs publicity to
generate buzz and stretch it throughout the year
• People are overstressed and need outlets for de-
stressing

74. WORK LIFE BALANCE EVENT
BBZ10 Rock Climbing WallMass yoga
Wall Street + ‘Yoga in The City’

75. NYSE,
New York
Capitol Hill,
Washington D.C.
Union Square,
San Francisco
Galleria Financial
Center, Houston
Post Office
Square, Boston
311 South Wacker
Park, Chicago
Where?
WORK LIFE BALANCE EVENT CONCEPT

76. Magic Johnson
Basketball Player
1.4mio followers
89 kloutscore
Kathy Ireland
Model, Entrepreneur
134k
82 klout score
Bill Rancic
Entrepreneur
415K followers
82 klout score
Gabrielle Union
Actress
1.5m
85 klout score
Kyle Richards
TV Personality
626k followers
82 klout score
Rosario Dawson
Actress
400k followers
85 klout score
Whitney Port
TV personality, Designer
950k followers
81 klout score
Rachael Ray
TV personality, Cook
930k followers
84 klout score
Derek Hough
Dancer, Musician, Actor
354k followers
83 klout score
Ken Jeong
Comedian, Actor
460k followers
83 klout score
WORK LIFE BALANCE EVENT CONCEPT

77. Large Rectangle 336 x280
Wide Skyscraper 160 x 1600
DIGITAL BANNER ANNOUNCEMENT AD
BlackBerry Z10
Now available
Find your balance
in one phone.
Work, Life and the Pursuit of Balance
Z10
Now available

78. Wide Skyscraper 160 x 1600
Z10
Work, Life and the Pursuit of Balance
BLACKBERRY BALANCE CHALLANGE BANNER AD
Join us in the
BlackBerry Balance
Challenge
?
?
Win $50,000 and be
in our next TV
Commercial Z10
Large Rectangle 336 x280
Join us in the
BlackBerry
Balance Challenge
Work, Life and the Pursuit
of Balance
?
Win $50,000
and be in our
next TV
Commercial

79. PR KIT
V
PR Kit
Insights • BlackBerry has slightly fallen out of
the public eye, but many people
want to be informed about the
brand and what the brand is doing
Objectives • Have media outlets write about
BlackBerry to increase awareness
of the new phone and the brand
Where? • Send to all media outlets
How to
measure?
• How many media outlets
write about BlackBerry

81. CREATIVE BUDGET
Total budget $25,000,000
Event, 41%
TV, 12%
Radio, 0%
OOH, 7%
Digital, 1%
Social media, 1%
Print ad, 1%
POS, 35%
Direct marketing, 0%
PR, 1% Testing, 0% Product
Placement, 1%
EVENT
Launch Event 20%
Yoga events (5 cities) 33%
Wall Street 35%
Yoga Mat 0%
HUGE rock climbing wall 8%
Celebrity Appearance Fees 4%
OOH
Airport (5 billboards in each airport) 2%
Highway (5cities/4 sets of billboard in each) 7%
Subway (NY, Boston, D.C.) 6%
Big Phone OOH 85%
POS
Poster outside store 14%
POS-inside 45%
Brochure inside store 41%
TV
TV Ad #1-Alicia 50%
TV Ad #2-BB Guy 50%

82. MEDIA BUDGET
Total budget: $100,000,000
Event
2%
TV
72%
Radio
2%
OOH
3%
Digital
14%
Social media
0%
Print ad
5%
POS
1%
Direct marketing
1%
Misc Items
0%
TV
TV Ad #1-Alicia 61%
TV Ad #1 Alicia Superbowl 4%
TV Ad #2-BB Guy 35%
OOH
Airport 20%
Highway 78%
Subway 2%
DIGITAL
Website - Movement 0.0%
SEO 0.3%
Banner Ads 99.3%
Bloggers 0.4%
PRINT AD
Print Ad #1-IT 8%
Print Ad #2-Alicia 57%
Print Ad #3-BB Guy 34%
Newspaper sleeves 1%
RADIO
Pandora: Desktop and/or Mobile 98%
Sponsor radio news 2%

84. TV MEDIA BUDGET DISTRIBUTION
Channel Time
Target
Audience
Spot
Average
Cost
National
ABC
Week Days Morning
&
Prime Time
Business
Professionals
30 second
spot
$105,000
NBC $80,000
FOX $180,000
CBS $105,000
$34,000
Cable
CNN
Week Days Morning
&
Prime Time
FOX News $12,000
MSNBC $11,200
ESPN Prime Time 25-34 Male $45,000
HBO Prime Time
25-34 Male
and Female
$20,000

85. PRINT MEDIA BUDGET DISTRIBUTION
Media Daily/Weekly/Monthly Target audience Circulation Size Cost
USA Today Daily Business Professionals 1.8M
1/2 page
$259,000
WSJ Daily Business Professionals 1.5M $183,630
WSJ Sunday Weekly Business Professionals 5.8M $94,680
New York Times Daily Business Professionals 1M $71,520
Los Angeles Times Daily Business Professionals 0.6M $70,000
LA Times Sunday Weekly Business Professionals 0.9M $48,274
Washington Post Daily Business Professionals 0.6M $21,547
ELLE Monthly 24-35 Female 1.1M
DPS
$155,680
Marie Claire Monthly 24-35 Female 0.9M $141,855
GQ Monthly 24-35 Male 0.9M $169,098
Sports Illustrated Monthly 24-35 Male 3.1M $396,660
Business Week Weekly
Business professionals
1M
DPS
$161,000
Forbes Biweekly 900k $178,000
Economist
Weekly
Business professionals
& policy makers
820k $120,000
Harvard Business Review
Monthly
Business professionals
& students
250k $44,000
Business Week
Weekly
Business professionals
1M
DPS
$161,000
Wired
Monthly
Young tech-savvy
male readers 837,966
Single Page
$125,327
Information Week Monthly B2B 220,000 $58,,860
CSO
Monthly
Corporate security
executives 27,000 $13,525
CRNTech Monthly IT Community 100,000 $13,000

86. MEDIA CALENDAR-2013

87. MEDIA CALENDAR-Q1

88. MEDIA CALENDAR-Q2

89. MEDIA CALENDAR-Q3

90. MEDIA CALENDAR-Q4

91. MEDIA CALENDAR – MONTHLY GRPS
Frequency Reach GRP%
TV
National Broadcast 60 75% 4500
Cable 60 75% 4500
Radio
Digital Radio 60 70% 4200
National Radio 60 70% 4200
OOH
Highway 50 70% 3500
Subway 120 70% 8400
Airport Billboard 60 70% 4200
Big phone 120 70% 8400
Print
Magazine - IT 60 90% 5400
Magazine - Consumer 60 80% 4800
Newspaper 60 75% 4500

93. SUMMARY OF ROI MEASUREMENT
Measurement Tools:
• Brand health track
• Focus group discussions
• Surveys/Interviews
Great sales performance
Increase brand awareness (aided and unaided)
Increase brand image/perception
TV Print Ad Digital
• Tracking studies:
• Awareness
• Recall
• Purchase
Intent
• Recall test
• Recognition test
• Impressions
• Click through rate
• Purchases via ad
Event OOH POS
• Number of
attendees
• Presence in media
• Awareness of BB
• Brand perception
• Impressions
• Number of
people using
Wi-Fi
• Impressions
• Foot traffic