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1 1 The Power of NBC 5 CHICAGO and NBC5.com! ZOOLIGHTS 2007 MARKETING PARTNERSHIP.

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Presentation on theme: "1 1 The Power of NBC 5 CHICAGO and NBC5.com! ZOOLIGHTS 2007 MARKETING PARTNERSHIP."— Presentation transcript:

1 1 1 The Power of NBC 5 CHICAGO and NBC5.com! ZOOLIGHTS 2007 MARKETING PARTNERSHIP

2 1 2 THANK YOU! Thank you for your continued partnership with NBC 5 and nbc5.com for LINCOLN PARK ZOOS 2007 ZOOLIGHTS Campaign! We appreciate your partnership and look forward to continuing our successful relationship in 2008+! Thank you for your continued partnership with NBC 5 and nbc5.com for LINCOLN PARK ZOOS 2007 ZOOLIGHTS Campaign! We appreciate your partnership and look forward to continuing our successful relationship in 2008+!

3 1 3 Marketing Concept On-Air Exposure On-Line Exposure Thank You! Marketing Concept On-Air Exposure On-Line Exposure Thank You! TABLE OF CONTENTS

4 1 4 KEY MARKETING GOALS Drive mass traffic to LINCOLN PARK ZOO for the ZOOLIGHTS 2007/2008 holiday season Create widespread awareness for the ZOOLIGHTS 2007/2008 festival season in the Chicagoland market Target Demographic: Families, Adults MARKETING STRATEGY Create a multi-platform promotion utilizing Television and Internet mediums for LINCOLN PARK ZOO Seek relevant compatible marketing partners to extend awareness for ZOOLIGHTS Design a unique promotion to elevate exposure for LINCOLN PARK ZOO during the busy holiday season TACTICS Provide presence within promotional window (11/27/07 - 1/1/07) Broadcast television campaign: NBC 5 and Weather Plus Internet campaign: nbc5.com; chicagoblackhawks.com Consumer Sweepstakes promotion with the CHICAGO BLACKHAWKS major NHL sports franchise Average attendance: 13,000 Non-traditional placement opportunities: UNITED CENTER JUMBOTRON MARKETING CONCEPT

5 1 5 NBC 5 CHICAGO produced and designed the 2007/2008 ZOOLIGHTS promotional commercial PROMOTIONAL CAMPAIGN ON NBC 5: 12/05/07 – 12/25/07 TOTAL # OF SPOTS DELIVERED: 76X (:15) and 13X (:10) PROMOTIONAL CAMPAIGN ON NBC WEATHER+PLUS: 12/03/07 – 12/30/07 TOTAL # OF SPOTS DELIVERED: 127 (:15) CAMPAIGN FREQUENCY DELIVERED: 216X ON-AIR EXPOSURE

6 1 6 NBC 5 CHICAGO produced and designed an exclusive ZOOLIGHTS & CHICAGO BLACKHAWKS HOLIDAY TO REMEMBER promotional sweepstakes commercial PROMOTIONAL CAMPAIGN ON NBC 5: 12/09/07 – 12/20/07 TOTAL # OF SPOTS DELIVERED: 26 ON-AIR EXPOSURE

7 1 7 ZOOLIGHTS & CHICAGO BLACKHAWKS CONTEST PAGE ON CHICAGOBLACKHAWKS.COM TOTAL NUMBER OF SWEEPSTAKES ENTRANTS: 1,200 ( 3) TOTAL UNITED CENTER JUMBOTRON ANNOUCEMENTS: CHICAGO BLACKHAWKS AND ZOOLIGHTS SWEEPSTAKES CREATIVE

8 1 8 Amanda Friedeman NBC 5 Chicago, Blackhawks and Lincoln Park Zoo Holiday to Remember Contest Grand prize is behind the scenes tour of the Lincoln Park Zoo during their popular Zoo Lights tradition and (4) 100-level tickets to the Blackhawks vs. Nashville on December 26 th at 7:30 pm and a chance to meet some of the players after the game. AND THE GRAND PRIZE WINNER IS…

9 1 9 NBC 5 10PM NEWS SEGMENTS: NBC 5 featured ZOOLIGHTS during the 12/22/07 10PM NBC 5 NEWS COVERAGE

10 1 10 LINCOLN PARK ZOO ZOOLIGHTS CREATIVE NBC 5 WEBSITE HOME PAGE PRESENCE Permanent ZOOLIGHTS byline on the NBC 5 HOMEPAGE with a direct hyperlink to the ZOOLIGHTS 2007 microsite UNIVERSAL EXPOSURE THROUGHOUT NBC5.com (1) 728x90 IMU (1) 300x250 IMU (1) 160x30 IMU Run Of Site Rotation for maximum reach EXCLUSIVE ZOOLIGHTS EXPOSURE VIA NBC WEB MICROSITE Microsite content linkable to LINCOLN PARK ZOO official site ONLINE EXPOSURE

11 1 11 nbc5.com WEBSITE STATS LINCOLN PARK ZOO ZOOLIGHTS CAMPAIGN FLIGHT DATES: 11/27/07 – 1/01/08 TOTAL IMPRESSIONS GUARANTEED: 350,000 TOTAL IMPRESSIONS DELIVERY: 530,421 TOTAL CLICKS: 988 ONLINE PERFORMANCE

12 X 250 DISPLAY AD 160 X 30 BOOKEND 728 X 90 LEADERBOARD ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

13 1 13 ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

14 1 14 ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

15 1 15 CHICAGO BLACKHAWKS/LINCOLN PARK ZOOLIGHTS CREATIVE NBC 5 WEBSITE HOME PAGE PRESENCE UNIVERSAL EXPOSURE THROUGHOUT NBC5.com (1) 728x90 IMU (1) 300x250 IMU (1) 160x600 IMU (1) 160x30 IMU Run Of Site Rotation for maximum reach EXCLUSIVE ZOOLIGHTS EXPOSURE VIA CHICAGO BLACKHAWKS CONTEST ENTRY PAGE Creative linkable to contest entry pagehttp://blackhawks.nhl.com/ ONLINE EXPOSURE

16 1 16 nbc5.com WEBSITE STATS CHICAGO BLACKHAWKS / LINCOLN PARK ZOO ZOOLIGHTS CAMPAIGN FLIGHT DATES: 12/10/07 – 12/20/07 TOTAL IMPRESSIONS DELIVERY: 194,931 TOTAL CLICKS: 183 ONLINE PERFORMANCE

17 X 250 DISPLAY AD 160 X 30 BOOKEND 728 X 90 LEADERBOARD 160 X 600 SKYSKRAPER ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

18 1 18 ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

19 1 19 NBC created an exclusive microsite for the ZOOLIGHTS 2007 event within the walls of nbc5.com ZOOLIGHTS 2007 MICROSITE


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