1. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Tim Whitley President & Founder, Team SI Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com

3. Audio Channel XM Radio FM Radio PandoraiTunesSpotify AM Radio

4. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Tim Whitley 10 Years in traditional media 3 of those years, helped build digital media platform for 56 TV stations Started Team SI in 2010

5. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Past Sessions How to implement TraDigital in your day-to-day operations How to cross message in Traditional & Digital = TraDigital How to build a TraDigital budget

6. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Don’t Worry Those elements are in your TraDigital workbook just in case you missed the last sessions of the on- going series of TraDigital

7. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Agenda Marketing Personas & Marketing Channels Reflective Marketing Budgeting & Executing

8. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Marketing is Multi-Screened

9. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Our Society is Screen-Based 90% of our media consumption involves screens 10% is spent with print only

10. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Think about this…

11. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Think about this…

12. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Auto shoppers 16 different touch points of digital information.

13. Every marketing is different… Define the personas that are currently buying from you FemaleMarriedKids34-55

14. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Meet Chris & Heather Age – 35 Works in Memphis FedEx accountant Fan of Memphis Grizzlies & Memphis Tigers Basketball Watches Big Bang Theory and Survivor Active on Twitter Age – 33 English Teacher at Collierville Middle School Graduate of UT Knoxville Watches sports with Chris Enjoys watching The Bachelor, Scandal, HGTV, Food Network or DVR Active on Facebook & Instagram

15. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Seth Godin “For fifty years, TV and TV-thinking was the shortcut. Make average stuff for average people (by definition = mass) and promote to every stranger within reach. It worked. But mass is fading, fading faster than our desire to be mass marketers is fading. The shortcut doesn't work every time now, and the expectation that success is the same as popularity is still with us. Fifty years ago, producers and marketers got smart. They saw the miracle of mass marketing and they adopted it as their own. They amped up mass production and bet on the masses. The smart creators today are seeing the shift and doing precisely the opposite: Produce for a micro market.” Source: http://sethgodin.typepad.com/seths_blog/

16. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Definitions Channel: marketing device that is selected to target your audience Persona: the aspect of someone's character that is presented to or perceived by others Macro: targeting of mass Micro: targeting a niche audience

17. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Meet Chris & Heather Age – 35 Works in Memphis FedEx accountant Fan of Memphis Grizzlies & Memphis Tigers Basketball Watches Big Bang Theory and Survivor Active on Twitter Age – 33 English Teacher at Collierville Middle School Graduate of UT Knoxville Watches sports with Chris Enjoys watching The Bachelor, Scandal, HGTV, Food Network or DVR Active on Facebook & Instagram

18. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Heather likes to get up and go running before anyone else is awake. She checks the weather on her phone first, and then runs while listening to Pandora. Heather wakes up 5 am After running, she turns on the local morning news and listens to it. Chris wakes up and checks social media from his phone. Both do their part to help get the kids ready for school and daycare. Getting Ready A Day in the Life of Chris & Heather

19. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com They listen to family-friendly radio as they drive. After the drive, Heather checks social media and uploads the latest picture from this morning of the twins wearing matching dresses to Facebook. Heather takes Ethan to school 7 am After dropping the twins off at daycare, Chris heads to work and also listens to ESPN radio as he drives. Chris takes the twins. 8 am

20. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Chris checks local news sites on his phone and his Twitter account. Heather has lunch duty, but takes her phone with her to check Facebook. Lunch Time! 12 pm The radio is on, but she mostly chats with the kids about their day and tries to prevent any sibling fights. Heather picks up the kids. 3 pm

21. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Heather gets home and plays with the kids outside before getting dinner started. Chris drives home from work listening to a sports talk show on the radio getting the prediction of the Memphis Grizzlies game. Evening Fun with the kids 5 pm Heather makes dinner while the kids watch TV. After Chris gets home, the family eats dinner together. Dinner Time! 6 pm

22. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Chris watches the Memphis Grizzlies game while the kids play in the living room floor. Chris check twitter to see what his friends are saying about the game. Heather gets the twins ready for bed and then comes back to watch the game. She browses Pinterest and Facebook while she watches. Game Night 7 pm Chris and Heather put Ethan to bed and finish watching the game together. After the game, they watch their favorite show on Hulu and check social media on their phones. Then they go to sleep. Bedtime & Hulu 8 pm Z Z Z

23. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Personas Now that we know our personas, we can start planning our TraDigital Marketing Channels… but not as you may think…

24. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Channel Marketing Video TVHuluYouTubeCableNetflix Audio FM & AMPandoraSpotify iTunes Radio XM Sirius Visual Billboards Display Banners Website Graphics Content FacebookTwitterBlogs Landing Pages YouTube

25. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Channel Marketing Video TVHuluYouTubeCableNetflix Audio FM & AMPandoraSpotify iTunes Radio XM Sirius Visual Billboards Display Banners Website Graphics Content FacebookTwitterBlogs Landing Pages YouTube

26. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Visual Channel TV GenericMacroBranding Hulu SpecificMicroDemo: W 30+Demo: M 30+ YouTube ConversationalSpecificMicroDemo: W 30+Demo: M 30+

27. Tim Whitley | Team SI | President & Founder | twhitley@teamsi.com Contact Info Full Name: Company: Job Title : Email: Tim Whitley Team SI President & Founder twhitley@teamsi.com Share an important takeaway you received from this session using hashtag #DD18 for a chance to win an iPad.