Washington Media Scholars Case Competition

NEW ENGLAND TIDAL POWER COMPANY

2021 MEDIA PLAN BUSLER & POPSON UNION UNIVERSITY SEMI-FINAL ROUND

Leah Busler leah.busler@my.uu.edu (480) 738-3372 Rising Senior Public Relations and Intercultural Studies Double Major

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Danielle Popson danielle.popson@my.uu.edu (602) 714-4032 Rising Junior B.A. in Economics

Definitions Media Indexes: The indexes compare our target audience groups to the overall population within a specific media type. Numbers over 100 indicate that our target audience engages that media type more than the average population of Rodgersville. Within our plan, we chose media with indexes over 110 (with a few purposeful exceptions) to create an efficient and targeted campaign.

Impressions: Impressions are exposures or “opportunities to see” each of the advertisements. Although impressions do not measure the persuasiveness of the campaign, they are a great tool in measuring Gross Rating Points (see below), which help determine the success of the campaign. In addition, impressions lay the foundation for brand awareness and generating leads.

Gross Rating Points (GRPs): GRPs measure impact. The GRP formula divides target audience impressions by the overall target audience population and expresses the outcome as “points.” The higher the points, higher likelihood of impact. (target audience impressions / overall target audience population) x 100 = GRPs Efficiency Gain/Loss: Efficiency Gain/Loss measures the overall effectiveness and efficiency of media choices by comparing the overall population GRPs and the target audience GRPs as a percentage. The Efficiency Gain/Loss formula subtracts the target audience GRPs from the overall population GRPs and then divides by the overall population GRPs (formula below). A positive percentage means that the media choices are efficient. A negative percentage means that the media choices are inefficient.

(Overall population GRPs - Target Audience GRPs) / Overall Population GRPs = Efficiency Gain/Loss

Vision & Objectives The NETPC will be recieving a powerful, energetic campaign with a cohesive message consistently broadcasting on a variety of media outlets. The campaign spending is accentuated in June/July and December surrounding two unique guerilla marketing moments.The budgeting decisions consider diversifying media to reach multiple demographic subgroups.This strategy reinforces the message and increases the likelihood that targeted individuals will respond positively.

To create an overall positive view of the NETPC, individuals need to see the campaign message at least seven times.1 Objectives: (Target Population x 7 impressions = Objective) • By December 31, 2021, the campaign should generate at least 8,176,000 Wavemaker impressions.

• By December 31, 2021, the campaign should generate at least 15,532,650 High Turnout Voter Impressions.

• By December 31, 2021, the campaign should generate at least 41,300,000 overall Rodgersville adult population impressions.

Who is your target audience(s) group? Why? The foundational framework for selecting the appropriate target audiences is based on the early adopters bell curve theory developed by Everett M. Rogers in Diffusion of Innovations. Rogers argued that rather than marketing to those who disagree with the message, strengthening and empowering those who are aware, or unaware but likely to agree, will be the most effective way to spread the message. This philosophy is well used in politics with writer, historian, and activist Rebecca Solnit saying, “To win politically, you don’t need to win over people who differ from you, you need to motivate your own.” The Harvard Business Review, referring to successful social movements states, “Start at the receptive end of your spectrum, working your way through higher and higher thresholds of resistance. In other words, begin by mobilizing your active allies and core supporters. Reach out to passive supporters, and then bring neutral groups over to your side.

Once you start winning over the passive opposition, you’re on the brink of victory.”2 Hubspot Marketing Software firm explains that focusing on the early adopters, the people who are persuaded to your side quickly, is influential in affecting the rest of the population.11 The quicker momentum is gained, the greater the reach of the desired message. Furthermore word-of-mouth messaging is one of the most persuasive forms of communication.

The target audience comprises three central groups: wavemakers, high turnout voters, and civil beachgoers. Of these, Wavemakers are the primary focus. Wavemakers are adults in Rodgersville who always or sometimes vote in local elections and practice 5 or more eco-friendly activities on a regular basis (28.1% of the Rodgersville population). This group is likely to be supportive of the NETPC message. Their civic engagement indicates care for social issues within Rodgersville, increasing the likelihood of word-of-mouth advocacy. High Turnout Voters are adults in Rodgersville who always vote in local elections (39.4% of the Rodgersville population). Again, reaching this group is important because they 1

are active members of the community who are likely to have opinions on issues related to the tidal energy program.

Their support, won over by communicating the benefits to the community, can help lead the general public and late adopters. Civil Beachgoers are adults in Rodgersville who always or sometimes vote in local elections and adults who plan to take a beach vacation in the next 12 months (percentage of the population unknown). This audience also targets civically engaged thought leaders but especially those who have personal stake and opinion on the effects of the NETPC on beaches. Combined, Wavemakers, High Turnout Voters, and Civil Beachgoers are the key to mobilizing early adopters.

“Preaching to the choir” and garnering support from those who will most likely promote tidal energy will help NETPC achieve their goal of market support for the new energy source.

How does your target audience(s) use media?

To understand each of the target audiences, in-depth, target personas were created to better visualize the types of individuals within each group. Based on the demographic data, the following personas were created: To see the full persona documents, click here.

Wavemakers

High Turnout Voters

Civil Beachgoers

Name: Jennifer Gender: Female (107 index) Age: 32 (128 index) Ethnicity: White (high percentage and 101 index) Marital Status: Married (116 index) Job: Public Relations Manager Income: $100,000 per year.

Preferred Media: Twitter (150 index) and Instagram (131 index). She frequently uses streaming services and news, especially content from NPR (231 index) through radio or online, in addition to a healthy interest in sports.

Fears: She fears being insignificant but is an empowered professional woman who wants to give back and improve her community. She also fears irreversible damage to the climate and is a vocal advocate of environmental issues.

How the NETPC can help: The NETPC can help her feel like she’s making a difference, feel like she’s a part of something bigger, and give her a tangible outlet to focus her passion for others.

Name: Melinda Gender: Female Age: 70 (151 index) Ethnicity: White (102 index) Marital Status: married (122 index) Job: Retired (index of 115) Preferred Media: Facebook (98 index, 62.5% target percentage), Broadcast television (index higher than 121 for all networks by daypart), Cable News (127 index), Cable Business News (134 index), and Cable Sports (all higher than 118 index). In addition, Public broadcasting, and print advertising are also effective media (with most having indexes higher than 130). Local and National print news are also popular media outlets for Melinda. Sports media content is another high indexed media type.

Fears: She fears change because it makes her feel disconnected from others.

How the NETPC can help: The NETPC can help her feel like she’s a part of the conversation again and that she can still make a difference. The NETPC plan helps the environment but doesn’t drastically change her known system structure.

Name: Mark Age: 45 (123 index) Ethnicity: White Marital Status: Married (116 index) Job: Finance Manager Income: $175,000 (140 index).

Preferred Platforms: Twitter (152 index), and Instagram (138 index), National News websites, Cable lifestyle, Cable news, and Sports watched on TV or listened to on the radio are all high indexed media types for Mark.

Fears: He fears feeling like he’s not in control, failing to provide for his family, and instability.

How the NETPC can help: The NETPC campaign can help him feel peace about the stability of his daughters’ futures and cause him to feel like he’s supporting a positive investment.

What mix of media vehicles form a cost-effective way to spend the $2,500,00 budget to reach your audience? What media received the largest share(s) of your budget and why?

What media received the smallest share(s) and why?

Select broadcast television, cable network groups, radio stations, public broadcasting underwriting, print ads, display ads, pre-roll video, social media, outdoor signage, specified theater ads, and guerilla marketing tactics create the most effective and diversified media mix for this campaign. Even the lower-funded media receive a substantial enough budget to create a fruitful impact. As with all successful campaigns, consistent evaluation of effectiveness generates success. Within the budget, $143,500 is reserved for adjusting the campaign to further invest in media that produce positive outcomes. With each of these expected outcomes, the campaign vastly exceeds set objectives (see vision and objectives).

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Audience

Impressions

GRPs

Efficiency Gain

Wavemakers High Turnout Voters Rodgersville Adults

66,200,708 79,897,424 183,904,313

5,667 3,601 3,117

81.84% 15.52% n/a

Radio advertisements provide the unique benefit of increased listener recall. According to a Beasley Media Group analysis of Neilsen data in 2019, radio advertisements create a 516% greater recall than non-radio advertisements.3 Because radio is so impactful, Newstalk/Information Radio receives the largest share of funding ($225,000), generating 12,170,540 Wavemaker impressions alone. Specifically, Newstalk/Information Radio contains a high media index for both Wavemakers (124) and High Turnout Voters (126). A significant proportion of individuals who listen to Newstalk/ Information fall within the two central target groups (34.6% Wavemakers and 49.5% of High Turnout Voters), making this radio selection extremely beneficial in influencing opinions about the NETPC. At $8,000, Sports Radio receives the lowest share of funding. Although Sports Radio has a lower media index than others in the radio category, the Scarborough Research PRIME Lingo Crosstab Report indicates that a large percentage of Rodgersville Red Sox listeners fall into the target groups. For this specific sports coverage, 25% of listeners are Wavemakers (139 Index), 22% of listeners are High Turnout Voters (122 Index), and 24% of listeners are Civil Beachgoers (133 Index). The $8,000 is intended to focus on sports radio coverage during the Red Sox’s season.

The following media did not receive any funding because they had a low media index, a low percentage of the target audience populations, were not cost-effective, not appropriate for the advertising season, or did not fit within the demographic personas (see question 2): Early Morning Broadcast, Early Morning Network Shows Broadcast, Daytime Broadcast, Early News Broadcast, Prime Access Broadcast, Prime Access Broadcast, Primetime Broadcast, late News Broadcast, Late Fringe Broadcast, all Spanish Language Broadcast, Cable Business, Cable Children & Teen, Cable General Entertainment, Cable Movies, Cable Other/Niche/Education, Cable Spanish Language Sports, Cable Sports Daytime, Cable Satellite Dish Viewing, Rodgersville Review Sunday paper, Rodgersville Review Sunday Magazine Insert, Other Local Rodgersville Newspapers, Mobile Display Advertising, Facebook Display Advertising, Local BaySide Media Websites Pre-Roll Video, National News Websites Pre-Roll Video, National/Local Sports Websites Pre-Roll Video, Mobile Pre-Roll Video, Programmatic Pre-Roll Video, OTT Pre-Roll Video,YouTube Pre-Roll Video, Facebook Video, Follow/Like on Facebook, Search Advertising, and Airport Signage.

Along with a high amount of GRPs and a positive efficiency gain, the media outlets chosen were based on their effectiveness to turn into positive awareness of the NETPC. Media choices were narrowed by high audience percentages across the general population, and target populations, as well an index above 110 for both Wavemakers and High Turnout Voters (with a few intentional exceptions).

Media Interactive Display at the Rodgersville Science Center

Budget

$ 21,000

Cost Per 1,000 Wavemaker Impressions n/a

Interactive Display at Local Rodgersville $ 9,000 Beaches

n/a

Social Media Influencer Partnerships

$ 14,000

n/a

Local Partnerships (see monthly budget $ 19,500 for descriptions.

n/a

Analysis An interactive display depicting the tidal energy process reaches the target audiences who bring their children or grandchildren to the center. This approach provides a low-cost friendly, engaging, educational environment for the NETPC’s message in a trustworthy and scientific context.

Similar to the Science Center display, an interactive local beach display engages Civil Beachgoers and those who have concerns about the impact of the NETPC in an extremely impactful and cost-effective manner.

Furthermore, this display will help audiences directly contextualize tidal energy.

CEO of a Marketing and PR Firm, writer Travis Huff explains that Influencer partnerships quickly builds trust, improves brand awareness, enriches online presence, and effectively reaches target audiences.4 Subliminal messaging in positive environments at locations Rodgersville residents trust is a cost effective way to reach the public. The Better Business Bureau found that 84% of consumers trust local small businesses more than any other type of business. Restaurants can partner with the NETPC by creating themed drinks or dishes as well as allowing promotional materials to be displayed in

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Media Local Partnerships Continued Mural at Local Beaches

Early Fringe (4p-5p) Broadcast Television

(NCB WBTS 10, PBS WGBH 2, any listed NBC stations, any listed PBS stations)

Budget $ 19,500

$ 2,000

Cost Per 1,000 Wavemaker Impressions n/a

n/a

$ 150,000 $ 23.57

Analysis the businesses. In return, these small businesses can be featured in NETPC communications.5 Commissioning local artists to create murals allows for community connection, a positive emotional reaction to the NETPC brand, and a unique, creative, and cost-effective medium for increasing awareness.

Early Fringe as a general category is a cost effective media choice because of its high media index and percentage for all target audiences. Within Early Fringe, the Scarborough Research PRIME Lingo Crosstab Report indicates a specifically high media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers for NCB WBTS 10, PBS WGBH 2, any listed NBC stations, and any listed PBS stations. Budgeting $150,000 in this category will generate 6,364,286 Wavemaker Impressions.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: NCB WBTS 10 (115 index/35%, 111 index/33.6%, 112 index/37.1% respectively), PBS WGBH 2 (146 index/30.8%, 131 index/27.7%, 112 index/23.7% respectively), any listed NBC stations (115 index/35%, 111 index/33.6%, 122 index/37.1% respectively), and any listed PBS stations (143 index/35.6%, 130 index/32.4%, 109 index/27.2% respectively).

Arts/Culture/ History Cable

$ 10,000

$ 105.04

(National Geographic)

Although the media indexes for Wavemakers and High Turnout Voters are generally low for this medium, the Scarborough Research PRIME Lingo Crosstab Report highlights National Geographic as a popular channel among our target groups. Because of this, the 10,000 is intended for advertisements on National Geographic Channels.

A $10,000 budget in this area will generate 595,000 Wavemaker impressions.This budgeting decision allows for specific, context driven marketing because those who watch National Geographic are likely a niche subset of our target groups that express special interest in the environment.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: Wavemakers (111 index and 16.7%), High Turnout Voters (129 index and 19.4%), and Civil Beachgoers (114 index and 17.2%).

Lifestyle/Infotianment Cable

$ 10,000

$ 52.04

Cable News (CNN,

$ 65,000

$ 68.26

(HGVT)

MSNBC, NECN)

Although the media indexes for Wavemakers and High Turnout Voters are generally low for this medium, the Scarborough Research PRIME Lingo Crosstab Report indicates a high media index and percentage for Wavemakers (116 index and 23.1%), High Turnout Voters (113 index and 22.4%), and Civil Beachgoers (134 index and 26.7%) for HGTV. Because of this, the $10,000 is intended for advertisements on HGTV Channels. Budgeting $10,000 for HGTV will generate 376,600 Wavemaker impressions and 609,000 High Turnout Voter impressions. HGTV reaches a subgroup that may not consume other budgeted media.

In addition to a relatively high media index and percentages for Wavemakers and High Turnout Voters for the Cable News category, the Scarborough Research PRIME Lingo Crosstab Report highlights CNN, MSNBC and NECN channels.

Budgeting $65,000 for Cable News will generate 952,250 Wavemaker impressions.

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Media Cable News (CNN, MSNBC, NECN) Continued

Regional Sports Networks Cable

(ESPN, NESN, Rodgersville Red Sox, Figure Skating, and Horse Racing)

Budget

$ 65,000

$ 65,000

Cost Per 1,000 Wavemaker Impressions $ 68.26

$ 62.50

Analysis Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: CNN (129 index/23.9%, 118 index/21.8%, 115 index/21.2% respectively), MSNBC (157 index/16.3%, 134 index/13.9%, 125 index/13% respectively), and NECN (111 index, 13%, 132 index/15.5%, 137 index/16% respectively).

Regional Sports Networks are popular among all target audiences and have high media indexes and target audience percentages. The Scarborough Research PRIME Lingo Crosstab Report identifies ESPN, NESN, Rodgersville Red Sox, Figure Skating, and Horse Racing as popular with our target groups.

Allocating $65,000 for this media will produce 1,040,000 Wavemaker impressions and engage those who participate in water sports and are concerned about the tidal energy program.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: ESPN (122 index/25.4%, 117 index/24.4%, 128 index/26.7% respectively), NESN (113 index/18.2%, 124 index/19.9%, 128 index. 20.6% respectively), Rodgersville Red Sox (113 index/60.5%, 115 index/61.8%, 122 index/65.4% respectively), Figure Skating (130 index/16.4%, 128 index/16.2%, 133 index/16.8% respectively), and Horse Racing (122 index/13.9%, 126 index/14.4%, 149 index/17% respectively).

Sports Primetime/ Weekend

$ 50,000

$ 122.11

Newstalk/ Information Radio (WBUR-FM(wbur.org), WBZ -AM(wbz1030. com),WEVO-FM(nhpr.org), WKAF-FM(977RnB.com), WRCA-AM(bloomberg.com/ audio),WSRS-FM(wsrs.com), WTAG-AM(wtag.com),WXKS-

Sports Radio (All

sports but focus on Rodgersville Red Sox WBZ)

Satellite Radio

$ 225,000 $ 54.91

$ 8,000

$ 75,000

$ 114.01

$ 9.55

As indicated by the demographic data, Wavemakers, High Turnout Voters, and Civil Beachgoers are invested in sports. The Scarborough Research PRIME Lingo Crosstab Report identifies a high media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers for ESPN (122 index/25.4%, 117 index/24.4%, 128 index/26.7% respectively). Overall, this budgeting decision will produce 409,459 Wavemaker impressions.

On average, Newstalk/Information radio contains a high media index and target audience percentage for Wavemakers and High Turnout Voters (124 index and 34.6% for Wavemakers and 124 index and 49.5 for High Turnout Voters). In addition, the Scarborough Research PRIME Lingo Crosstab Report indicates a high media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers for News/Talk/Radio (124 index/33.8%, 126 index/34.4%, 116 index/31.8%). Newstalk/ Information is a high impact, low-cost channel that will produce 4,097,368 Wavemaker impressions.

The demographic data and crosstabs indicate popularity of Rodgersville Red Sox among our target groups. In addition to a high media index and percentages for Wavemakers and High Turnout Voters, the Scarborough Research PRIME Lingo Crosstab Report highlights All sports, WBZ-FM (985thesportshub.com), WEEI-AM(weei.com), and WEEIFM(weei.com) channels. The allotted amount is intended for these radio stations during the Rodgersville Red Sox season. Sports Radio will produce 70,171 Wavemaker impressions.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: All Sports (110 index/20%, 110 index/20.1%, 119 index/21.6%) and the Rogersville Red Sox (129 index/25.7%, 122 index/22.5%, 133 index/24.6% respectively).

On average, Satellite Radio contains a high media index and target audience percentage for Wavemakers and High Turnout 5

Media

Budget

Cost Per 1,000 Wavemaker Impressions

Satellite Radio Continued

$ 75,000

PBS non-political underwriting announcement

$ 125,000 $ 111.11

NPR non-political underwriting announcement

$ 200,000 $ 54.01

$ 9.55

Rodgersville Review - Monday-Friday Pull Page B&W Ad

(Science and Technology Sections, Sports Pages,Travel Pages, Main News, Local News, Entertainment/Lifestyle, Opinions, Home and Garden, Business/Finance)

Rodgersville Magazine Full Page B&W Ad

$ 200,000 $ 147.06

Analysis Voters (112 index and 31.4% for Wavemakers and 120 index and 47.4 for High Turnout Voters). In addition, Satellite Radio is the cheapest media option at just $3/1,000 impressions.

Investing $117,000 in this medium will produce 12,246,000 Wavemaker impressions.

This medium contains one of the highest media indexes and percentages for both Wavemakers (157 index and 44.1%) and High Turnout Voters (135 index and 53.4%). According to Florida Gulf Coast University, advertisements done by underwriters are held in higher regard by the radio listener because the underwriter is seen as more trustworthy and are thought of as supporters, not just businesses trying to make a sale. In addition, this medium generates 1,125,000 Wavemaker impressions alone.6 This medium contains the highest media index and percentages for both Wavemakers (231 index and 64.8%) and High Turnout Voters (142 index and 56%) . As above, underwriters are held in higher regard by the radio listener because the underwriter is seen as more trustworthy and are thought of as supporters, not just businesses trying to make a sale. In addition, this medium generates 3,702,857 Wavemaker impressions.

Newspapers contain the highest and broadest reach among all of the specific media types. In addition to a high media index and percentages for Wavemakers (125 index and 44.2%) and High Turnout Voters (155 index and 61%), the Scarborough Research PRIME Lingo Crosstab Report highlights Science and Technology Sections, Sports Pages, Travel Pages, Main News, Local News, Entertainment/Lifestyle, Opinions, Home and Garden, and Business/Finance pages. In addition, the Crosstab Report indicated fruitful index numbers and percentages for Wavemakers, High Turnout Voters, and Civil Beachgoers for Newspaper Advertising Inserts/Flyers (112 index/25.9%, 124 index/28.6%, 112 index/25.7% respectively). Investing $200,000 in this medium will produce 1,360,000 Wavemaker impressions.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: Science and Technology (123 index/27.3%, 127 index/28.3%, 112 index/25% respectively), Sports Pages (115 index/29.9%, 124 index/32.2%, 109 index/28.4% respectively),Travel Pages (117 index/25.8%, 129 index/28.6%, 118 index//26.1% respectively), Main News (117 index/49.2%, 117 index/49.2%, 115 index/48.2% respectively), Local News (114 index/42.3%, 118 index/43.9%, 112 index/41.6% respectively), Entertainment/Lifestyle (119 index/30.7%, 128 index/33.1%, 117 index/30.2% respectively), Editorial/Opinion (124 index/30.3%, 130 index/31.7%, 116 index/28.3% respectively), Home and Garden (114 index/25.4%, 124 index/27.2%, 113 index/24.6%), and Business/Finance (113 index/26.1%, 126 index/29.1%, 112 index/25.9% respectively).

$ 50,000

$ 185.55

The Rodgersville Magazine offers a high media index (183 for Wavemakers and 136 for High Turnout voters) and a large percentage of our target audience (51.2% for Wavemakers and 53.7% for High Turnout Voters). Because of this, the magazine is an efficient medium that produces 269,474 Wavemaker impressions.

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Media

Local Bay Side Media Websites Display (Rodgersville Review, NBC 10, Rodgersville WBTS, and WCBV 5)

Budget

$ 50,000

Cost Per 1,000 Wavemaker Impressions

$ 40.23

Analysis The target audience groups frequent several local websites. The Scarborough Research PRIME Lingo Crosstab Report indicates a high media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers for Rodgersville Review, NBC 10, Rodgersville WBTS, and WCBV. Marketing on these websites will produce 1,242,857 Wavemaker impressions.

Specific media index and percentage for Wavemakers, High Turnout Voters, and Civil Beachgoers: Rodgersville Review (164 index/24.3%, 107 index/15.9%, 123 index/18.2%), NBC 10, Rodgersville WBTS (120 index/17.3%, 102 index/14.7%, 108 index/15.5% respectively), and WCBV 5 (123 index/22.3%, 111 index/18.6%, 122 index/20.5% respectively). Because of this, the allotted amount is intended for these websites.

National News Websites (geotargeting Bay Side users) Display National News Websites (geotargeting Bay Side users) Pre-Roll Video National/Local Sports Websites Display

$ 100,000 $ 33.43

$ 25,000

$ 100,000

Programmatic: comScore top 1,000 $ 50,000 sites (Display)

$ 77.99

$ 46.78

$ 24.84

Live Streaming PreRoll Video

$ 100,000 $ 83.93

Digital Radio (Pandora, iHeart, Spotify) Pre-Roll Video

$ 25,000

$ 91.46

Facebook ($2 average cost per action)

$ 25,000

n/a

News consumption is high among our target audiences.

Advertising on these sites is cost effective, particularly for Wavemakers (128 index/42.8%). Marketing on National News Websites produces 3,312,203 Wavemaker impressions total.

Sports news consumption is high among our target audiences.

Advertising on these sites is effective for Wavemakers particularly (122 index/43 %). Marketing on National and Local Sports websites produces 2,137,500 Wavemaker impressions.

Programmatic advertising allows for precise targeting that reaches our audience within the most efficient channel. At $24.84 for 1,000 Wavemaker impressions and $20.36 for 1,000 High Turnout Voter Impressions, this media is one of the most cost-effective options. Furthermore, Programmatic advertising generates 2,012,500 Wavemaker impressions.

In addition to high index scores and target audience percentages, Pre-roll videos shown before entertainment are especially effective. According to the Harvard Business Review, “Research shows that entertainment presented after the first exposure of the brand always improves purchases while entertainment presented before the brand always diminishes it.” Allocating $100,000 produces 1,191,429 impressions with Wavemakers.7 Digital radio has the benefits of pre-roll advertising and also captures a segment of the target audience that use digital radio options over traditional radio. Spending $25,000 achieves 273,333 impressions with wavemakers.

Facebook specifically reaches the older demographic who do not use other forms of social media. It also offers enhanced ROI with advanced targeting tools and guaranteed engagement.

12,500 actions can be expected, in addition to post views without actions and the organic leads from an increased social media presence.

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Media

Budget

Cost Per 1,000 Wavemaker Impressions

Twitter: Promoted Tweets ($5,000/ month)

$ 115,000 n/a

Instagram ($2 cost per action)

$ 100,000 n/a

Follow/Like on Facebook - NETPC ($2 cost per action)

$ 50,000

n/a

Digital Signage/ Display and traditional highway billboards

$ 25,000

$ 17.42

Transit Ads (Buses, Rail Stops, etc.)

$ 200,000 $ 8.09

Airport Signage (digital or static)

$ 17,000

$ 31.09

Pro Sports Team Stadiums (in-arena signage)

$ 75,000

$ 37.22

Movie Theater ads (:60s video format)

$ 10,000

$ 167.68

Analysis Within the demographic data, Twitter is popular among the target groups and also a very effective medium for advertising.

WordStream Marketing Firm writes that Twitter allows for especially targeted promotions using keywords, custom audiences, and geotargeting, making Twitter a costeffective tool. 8 Instagram usage is strong among Wavemakers (131 index, 37.7 target %) and Civil Beachgoers (138 index, 36.7 target %).

Targeting, retargeting, and promoting posts encourages viewers to share posts on their stories and within their social circles, exponentially increasing the reach and ROI of advertising.

50,000 actions on the NETPC page can be expected.

In addition to actions, the posts will receive views and organic leads.

Facebook is a popular platform among all target audiences.

There is high ROI because all costs lead to engagement. Boosting follows and likes for the NETPC page will lead to future exposure of the message without additional costs. 25,000 actions on the NETPC page can be expected, in addition to post views without actions and organic leads from an increased social media presence.

Strategically located near the beach, or other contextual locations with high traffic at low speeds, billboards are a very inexpensive way to reach a broad audience. This also helps capture the attention of people not specifically targeted in other mediums. Research shows that out-of-home advertising also improves the positive impact of ads seen on other media by reinforcing the message in a tactile, rather than digital way.

1,435,000 impressions among wavemakers is generated with a $25,000 allocation.9 Transit Ads offer very high ROI because of its low cost and broad reach. Pedestrians and those in cars or on buses are all exposed to the message displayed on the outdoor transit stops or bus wraps. This also provides opportunities for creative guerilla marketing. Chandler Communications Firm writes, “outdoor advertising ... reinforce other mediums, increase message retention rates and offer sales lifts.” Just $200,000 will lead to 24,733,333 impressions with Wavemakers.9 Placing advertisements at the airport will reach tourists and locals who are worried about the impact of the NETPC on local attractions. Just $17,000 generates 546,833 Wavemaker impressions.

Interest in sports was high across all target audiences. Stadiums have a target audience percentage of 61.80% and 221 index for Wavemakers, making it very cost effective. Additionally, it provides variety to the settings where the NETPC message will be viewed, allowing for better community penetration and integration. $75,000 will lead to 2,015,217 impressions with Wavemakers.

Although more expensive, Theater ads are useful because they engage a captive audience that is focused on the big screen and cannot skip the ad. An industry report from Hall & Partners found, “Cinema advertising is eight times more effective at making your brand stand out from the crowd than television.

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Media

Cost Per 1,000 Wavemaker Impressions

Budget

Movie Theater ads (:60s video format) Continued

$ 10,000

Analysis Cinema audiences are four times more likely to be emotionally engaged than a television audience, and those exposed to ads in the cinema are twice as likely to recall a brand compared to TV.” Budgeting $10,000 will generate 59,636 impressions with wavemakers alone.10

$ 167.68

Helpful Charts & Graphs The Budget by Media Category pie chart contains the campaign budget split up by category with percentages and amounts in each slice. Radio/underwriting, digital display, and guerilla marketing receive significant portions of the budget because they offer the best cost per impression while considering the media indexes of the target groups (see the combo chart).

The Average Category Wavemaker Index and Cost Per 1,000 Wavemaker Impressions combo chart shows the average cost per wavemaker impression compared to the average wavemaker media index. Radio, digital display, and guerilla marketing all have a relatively low average cost per impression while maintaining high media indexes for wavemakers.

Budget by Media Category

Average Category Wavemaker Index and Cost Per 1,000 Wavemaker Impressions 180

Reserve 6% $140,000

150

Television 10% $250,000

Radio & Underwriting 26% $633,000

Print

120 90

11% $250,000

60 Social Media 12% $290,000

Guerilla Marketing

(including Outdoor, Theater, and Non-Traditional) 16% $383,000

Digital Display 19% $450,000

30 0 Radio & Underwriting

Digital Display

Guerilla Marketing

Cost Per 1,000 Wavemaker Impressions

Print

Television

Average Wavemaker Index

How would you schedule the spending of the budget between June and December 2021?

The monthly schedule considered three central factors: weather seasons, sports seasons, and overall balance. To see the specific monthly budget, view the excel spreadsheet.

For these media channels, the budget increases slightly toward the end of the campaign for a strong finish: Early Fringe, Newstalk/Information radio, Rodgersville Magazine, Monthly Bay-Side Media Websites, Programmatic: comScore top 1,000 sites, Digital Radio (Pandora, iHeart, Spotify), Facebook ($2 average cost per action), Twitter: Promoted Tweets ($5,000/ month), and Follow/Like on Facebook - NETPC ($2 cost per action).

The monthly amounts for these media channels are adjusted to maintain a relatively steady monthly expenditure: Arts/ Culture/History, Lifestyle/Info-tainment, Cable News, Satellite Radio, PBS non-political underwriting announcement, NPR non-political underwriting announcement, Rodgersville Review - Monday-Friday, and Instagram ($2 cost per action).

9

Campaign Media Spend ($K) vs. Impressions (M) by Month 15.0

$1,000K

14.4

14.4

16M 14M

$750K

13.1

12.5

9.1

8.8

9.1

9.5

12.2

10M 8M

$500K

$250K

12M

$331K

$331K

6.8

7.2

7.2

7.4

$303K

$320K

$323K

$326K

6M $357K

4M 2M 0M

$0K Jun

Jul

Aug

2

3

1

Media Spend ($K)

Sep 4 Wavemaker (M Impressions)

Oct

Nov

Dec

5

6

7

High Turnout Voters (M Impressions)

The table below outlines the strategy for other media that are not addressed above:

Media Regional Sports Networks Sports Primetime/Weekend Pro Sports Team Stadiums (inarena signage) Sports Radio Live Streaming TV (free) Digital Signage/Display and traditional highway billboards Transit Ads (Buses, Rail Stops, etc.)

Movie Theater ads (:60s video format) Interactive Display at the Rodgersville Science Center Media Influencer Partnerships Brand partnerships with small local businesses Promotional Material for local partnerships Interactive Display at the local Rodgersville Beaches

Analysis Consistent monthly budget adjusted for sporting seasons.

Only budgeted for July through October to cater to Red Sox coverage (see chart in question 3).

Consistent monthly budget with increased funds for increased streaming during the holiday months of November and December.

Only budgeted for June, July and December to complement guerilla marketing campaign (see Transit Ads below).

Primarily budgeted for June, July and December for guerilla marketing campaign with local transit (bus wraps) focused on a beach/tidal theme for June and July and a Christmas theme for December.

Only budgeted for November and December to coincide with holiday releases.

Consistent monthly budget to maintain relationships throughout the entire campaign.

Only budgeted for the high beach-going months of June, July, and August.

Commission beachfront restaurants to create dishes and drinks promoting tidal energy Commission local restaurants to create dishes and drinks Only budgeted for months with less beach activity (September, October, November, promoting tidal energy and December).

Commission beachfront murals

10

If the NETPC could include any of other types of media not listed on the cost spreadsheet, what other media vehicles would you like to see included in your plan (paid or earned)?

The NETPC should spend some of their funding on guerilla marketing methods and media. Guerilla marketing is innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.

Stefan G. Hoffmann, a clinical psychologist at Boston University, analyzed the efficacy of guerilla marketing methods concluding, “Guerrilla marketing explicitly attempts to trigger the emotion surprise. Surprised recipients are likely to talk about their experiences to other persons. In addition to stimulating a diffusion process, this word-of-mouthcommunication (WoM) has another advantage over classical advertisements: Since friends are considered more credible than anonymous persons or commercial communication, WoM messages are highly persuasive.” Because of this, guerillamarketing style advertisements are included in the monthly budget (Interactive Display at the local Rodgersville Beaches, Beachfront Murals, and Partnerships with Local Businesses). Furthermore, there are several opportunities for niche marketing with media influencers, local businesses, and an interactive display of tidal energy at the local Rogersville Science Center (see question 3 for specific vision and benefits).

Please disclose the names of any professors or other advisers, if any, who assisted you.

Professor Ashley Blair, Chair and Associate Professor of Communication Arts.

Professor Melinda Posey, Associate Professor of Art. Dr. Joseph Xu, Assistant Professor of Marketing.

Endnotes: https://www.b2bmarketing.net/en/resources/blog/marketing-rule-7-and-why-its-still-relevant-b2b https://hbr.org/2017/01/how-protests-become-successful-social-movements 3 https://blog.advertiseinboston.com/what-is-the-best-way-to-advertise-in-boston 4 https://www.socialmediatoday.com/social-networks/6-big-benefits-using-influencer-marketing-your-social-strategy 5 https://www.advicelocal.com/blog/five-ways-local-businesses-can-build-trust-with-consumers/ 6 https://gulfcoast.edu/campus-life/wkgc/documents/underwriting-packet2.pdf 7 https://hbr.org/2015/10/when-people-pay-attention-to-video-ads-and-why 8 https://www.wordstream.com/blog/ws/2016/12/14/why-use-twitter-ads 9 http://chandlercommunications.com/roi-of-outdoor-advertising/ 10 https://smallbusiness.chron.com/advantages-disadvantages-advertising-cinemas-21521.html 11 https://blog.hubspot.com/marketing/early-adopters 12 https://scialert.net/fulltext/?doi=ajm.2011.39.54 1 2

11

To see guerilla marketing inspiration, click or scan the QR code below. https://buslerlb.wixsite.com/ wms-semifinal

New England Tidal Power Company (NETPC) Busler & Popson

Ancient Tidal Mills

New England Tidal Power Company (NETPC) Busler & Popson

Presentation Outline Benefits & Impact

03

How does this influence the NETPC? Did we achieve our goals?

Target Audience & Objectives Who are we targeting and why?

What are our goals?

How do we measure success?

01

02

Budget & Plan How do we allocate the $2.5 million?

How many impressions does the budget generate?

Vision Statement to build a powerful, energetic campaign that will create a lasting positive perception, political connection, and community passion for the NETPC.

1. Target Audience & Objectives Who are are we targeting and why?

What are our goals?

How do we measure success?

75% Favorable and/or Neutral Opinions of NETPC by

of the Rodgersville Population

by December 31, 2021

Everett Roger’s Diffusion of Innovation Model

Who are our target audience groups?

Wavemakers

High-Turnout Voters

Civil Beachgoers

● Always or sometimes vote in local elections

● Always vote in local elections

● Always or sometimes vote in local elections

● Practice 5 or more ecofriendly activities on a regular basis

● 39.4% of the population

● Plan to take a beach vacation in the next 12

● 28.1% of the population

months ● Percentage of the population unknown

Target Audience Personas

Jennifer (Wavemaker) Age: 32 (128 index) Income: $100,000 per year.

Preferred media: Twitter (150 index) Instagram (131 index).

Streaming Radio & News (NPR) Sports on TV or radio

Melinda (High-Turnout Voter) Age: 70 (151 index) Job: Retired (index of 115) Preferred media: Cable News (127 index) Cable Business News (134 index) Public broadcasting print advertising

Mark (Civil Beachgoer) Age: 45 (123 index) Income: $175,000 (140 index).

Preferred Media: Twitter (152 index) Instagram (138 index) National News websites Cable lifestyle Cable news Sports on TV or radio

Marketing Rule of 7

Consumers need to see your brand at least 7 times before they take an action.

Target Population Group X 7 = Objectives

Campaign Impression Objectives

8 Million Wavemaker impressions

15 Million

High-Turnout Voter impressions Target Population Group X 7 = Objectives

41 Million Overall impressions

2. Budget & Plan How do we allocate the $2.5 million?

How many impressions does the budget generate?

Space

Utilizing Space & Time

Campaign

Time

Monthly Budget to Achieve Best Results

Budget and Plan Strategy 1.

2.

3.

4.

Indexes Cost Reach Multimedia

Media Categories Radio & Underwriting

Transit and Guerilla Marketing

Print

3

5

1

2

4

6

Digital Display

Social Media

Television

Media Categories Radio & Underwriting 1

12Million

$19 Rodgersville Impressions

(per 1,000)

Wavemaker Impressions

$59 Wavemaker Impressions

(per 1,000)

$308,000 Total Budget

Radio

17 Million

High-Turnout Voter Impressions

According to Beasley Media Group, radio advertisements create a

516%

greater recall

than non-radio advertisements

Underwriting Trust

$42 Rodgersville Impressions (per

1,000)

$82 Wavemaker Impressions (per

1,000)

Credibility

4.8 Million Wavemaker

Impressions

Community

4.5 Million

Impressions

HIgh-Turnout Voter

$325,000 Total Budget

Media Categories Radio & Underwriting 1

2

Digital Display

Digital Display

$20 Rodgersville Impressions (per 1,000) $56 Wavemaker Impressions (per 1,000) $450,000 Total Budget 9 million wavemaker impressions 11 million high-turnout voter impressions

“ Pre-Roll Video Sequence of Exposure Increases Effectiveness According to Harvard Business Review, “Research shows that entertainment presented after the first exposure of the brand always improves purchases while entertainment presented before the brand always diminishes it.”

Media Categories Transit and Guerilla Marketing

Radio & Underwriting

3

1

2

Digital Display

“ “Guerrilla marketing explicitly attempts to trigger the emotion surprise. Surprised recipients are likely to talk about their experiences to other persons. In addition to stimulating a diffusion process, this word-of-mouth communication (WoM) has another advantage over classical advertisements: Since friends are considered more credible than anonymous persons or commercial communication, WoM messages are highly persuasive.”

- Stefan G. Hoffmann, clinical psychologist at Boston University

Experiences

Shareable

Memorable

Tangible

$10 Rodgersville Impressions (per 1,000) $23 Wavemaker Impressions (per 1,000) $383,500 Total Budget 56 million wavemaker and high-

turnout voter impressions (does not include non-traditional guerilla marketing)

Guerilla Marketing and Outdoor

Media Categories Transit and Guerilla Marketing

Radio & Underwriting

3

1

2

4

Digital Display

Social Media

Social Media 150 Instagram index for Wavemakers

115

Twitter index for Wavemakers

Strength

Media Categories Radio & Underwriting

Transit and Guerilla Marketing

Print

3

5

1

2

4

Digital Display

Social Media

$80 Rodgersville Impressions (per

1,000)

$166 Wavemaker Impressions (per

1,000)

$250,000 Total Budget 1.5 million wavemaker impressions 2 million high-turnout voter impressions

Print

Media Categories Radio & Underwriting

Transit and Guerilla Marketing

Print

3

5

1

2

4

6

Digital Display

Social Media

Televison

$28 Rodgersville Impressions (per 1,000) $56 Wavemaker Impressions (per 1,000) $250,000 Total Budget 8 million wavemaker impressions 14 million high-turnout voter impressions

Television

High Index Across all target audiences

Cost Effective For target impressions

Early Fringe

Budget and Plan Strategy 1.

2.

3.

4.

Indexes Cost Reach Multimedia

3. Benefits & Impact: 3 Evaluators Impressions Gross Rating Points Efficiency Gain

Plan Exceeds Viewer Impression Goals

75% Favorable and/or Neutral Opinions of NETPC by

of the Rodgersville Population

by December 31, 2021

Gross Rating Points

3,117

Overall GRPS

5,667

Wavemaker GRPs

3,601

High-Turnout Voter GRPs

81.84% Efficiency Gain

for our primary audience, the wavemakers (Wavemaker GRPs - Total Population GRPs) ÷ Wavemaker GRPs = Efficiency Gain/Loss

Our plan gives you the following: ● ● ● ● ●

Positive awareness Efficient budget Strategic media Local partnerships Community integration

Question & Answer Leah Busler: lmbusler@hotmail.com, (480) 738 3372 Danielle Popson: popsondanielle@gmail.com, (602) 714 4032

EXHIBIT A: NETPC Media Planning Costs and Audiences

Wave Makers

High Turnout Voters

Impressions

Specified CPM

Avg Planning Estimated

Costs per High

1000 adult

MEDIA

ALLOCATION

Estimated

18+

As Horz%

Wave

impressions

of Media

Makers

As Horz% Turnout Impressions of Media

Voter

with

(CPM)

Audience

Index

Audience

Index

Wavemakers Impressions

TOTAL

Total

Cost Per

Impressions

Cost Per

1000 High

with High

1000

Turnout

Turnout

Wavemaker Voter

Voters

Impressions

66,200,708

183,904,313

79,897,424

6,364,286

21,428,571

11,228,571

6,364,286

21,428,571

11,228,571 $ 3,895,313

Impressions

Combined Broadcast Television Networks (by daypart)

150,000

Early Fringe (4p-5p)

150,000

Combined Cable Network Groups

200,000

$7

29.70%

106

52.40%

133

23.57

$

13.36

2,401,709

8,022,404

Arts/Culture/History

10,000

$25

23.80%

85

42.40%

108

595,000

2,500,000

1,060,000 $

16.81

$

9.43

Lifestyle/Info-tainment

10,000

$14

26.90%

96

43.50%

110

376,600

1,400,000

609,000 $

26.55

$

16.42

Cable News

65,000

$20

29.30%

104

50.10%

127

952,250

3,250,000

1,628,250 $

68.26

$

39.92

Regional Sports Networks

65,000

$19

30.40%

109

47.90%

122

1,040,000

3,421,053

1,638,684 $

62.50

$

39.67

50,000

$37

30.30%

108

46.50%

118

409,459

1,351,351

628,378 $

122.11

$

79.57

Sports Primetime/Weekend

0 RADIO (:60)

308,000

12,017,540

37,070,677

Newstalk/Information

225,000

$19

34.60%

124

49.50%

126

4,097,368

11,842,105

5,861,842 $

54.91

$

38.38

Sports Radio

8,000

$35

30.70%

110

43.30%

110

70,171

228,571

98,971 $

114.01

$

80.83

Satellite Radio

75,000

$3

31.40%

112

47.40%

120

7,850,000

25,000,000

11,850,000 $

9.55

$

6.33

4,827,857

8,265,306

4,562,245

17,810,814

PUBLIC BROADCASTING UNDERWRITING

325,000

PBS non-political underwriting 125,000

$49

44.10%

157

53.40%

135

1,125,000

2,551,020

1,362,245 $

111.11

$

91.76

announcement

200,000

$35

64.80%

231

56.00%

142

3,702,857

5,714,286

3,200,000 $

54.01

$

62.50

PRINT | Full Page B&W Ad **

250,000

1,629,474

3,603,239

Rodgersville Review - Monday-Friday

200,000

$65

44.20%

158

61.00%

155

1,360,000

3,076,923

1,876,923 $

147.06

$

106.56

50,000

$95

51.20%

183

53.70%

136

269,474

526,316

282,632 $

185.55

$

176.91

announcement NPR non-political underwriting

Rodgersville Magazine

2,159,555

DIGITAL ADVERTISING

740,000

10,169,821

28,988,095

12,031,607

Display

300,000

8,384,524

24,404,762

10,113,988 $

35.78

50,000

$14

34.80%

124

39.30%

100

1,242,857

3,571,429

1,403,571 $

40.23

$

35.62

Side users)

100,000

$12

35.90%

128

42.80%

109

2,991,667

8,333,333

3,566,667 $

33.43

$

28.04

National/Local Sports Websites

100,000

$16

34.20%

122

43.00%

109

2,137,500

6,250,000

2,687,500 $

46.78

$

37.21

Programmatic: comScore top 1,000 sites

50,000 150,000

$8

32.20%

115

39.30%

100

2,012,500

6,250,000

2,456,250 $

24.84

$

20.36

1,785,298

4,583,333

65.42

Local Bay Side Media Websites National News Websites (geotargeting Bay

Pre-Roll Video (:15 or :30 second ad)

1,917,619

National News Websites (geotargeting Bay 25,000

$28

35.90%

128

42.80%

109

320,536

892,857

382,143 $

77.99

$

Live Streaming TV (free)

100,000

$35

41.70%

149

45.40%

115

1,191,429

2,857,143

1,297,143 $

83.93

$

77.09

Digital Radio (Pandora, iHeart, Spotify)

25,000 290,000

$30

32.80%

117

28.60%

73

273,333

833,333

238,333 $

91.46

$

104.90

0

0

25,000

n/a

32.30%

115

38.50%

98

0

Twitter: Promoted Tweets ($5,000/month)

115,000

n/a

41.90%

150

31.20%

79

0

Instagram ($2 cost per action)

100,000

n/a

36.80%

131

28.80%

73

0

50,000

n/a

32.30%

115

38.50%

98

0

12.35

Side users)

Social Media Facebook ($2 average cost per action)

0

Follow/Like on Facebook - NETPC ($2 cost per action)

0 OUTDOOR

317,000

28,730,384

76,344,203

28,140,047

Digital Signage/Display and traditional 25,000

$5

28.70%

102

40.50%

103

1,435,000

5,000,000

2,025,000 $

17.42

$

200,000

$3

37.10%

132

35.60%

90

24,733,333

66,666,667

23,733,333 $

8.09

$

8.43

17,000

$12

38.60%

138

38.30%

97

546,833

1,416,667

542,583 $

31.09

$

31.33

Pro Sports Team Stadiums (in-arena signage)

75,000

$23

61.80%

221

56.40%

143

2,015,217

3,260,870

1,839,130 $

37.22

$

40.78

THEATER

10,000

59,636

181,818

69,273

Movie Theater ads (:60s video format)

10,000

59,636

181,818

167.68

$

144.36

OTHER (see monthly overview)

56,500

highway billboards Transit Ads (Buses, Rail Stops, etc.)

Airport Signage (digital or static)

TOTAL AMOUNT SPENT

$55

32.80%

117

38.10%

97

69,273 $

2,356,500 High Total

BUDGET HELD IN RESERVE TOTAL BUDGET

143,500

GROSS RATING POINTS

2,500,000

Esitimated Population Size Impressions as a Percent of Population Gross Ratings Points (GRP's) Efficiency Gain Loss

Turnout

Population Wavemakers

Voters

5900000.00

1168000.00

31.17

56.68

2,218,950 36

3117.02

5667.87

3,601

n/a

81.84%

15.52%

MONTHLY BUDGET Category Combined Broadcast Television Networks (by daypart) Early Fringe (4p-5p)

June

July

August

September

October

November

December

Total

Budgeted

21,000

21,000

21,000

21,000

22,000

22,000

22,000

150,000

150,000

21,000

21,000

21,000

21,000

22,000

22,000

22,000

150,000

150,000

NCB WBTS 10, PBS WGBH 2, any listed NBC stations, any listed PBS stations

Combined Cable Network Groups

23,000

25,000

34,000

32,000

31,000

32,000

23,000

200,000

200,000

Arts/Culture/History National Geographic Lifestyle/Info-tainment HGTV Cable News

1,000

2,000

2,000

1,000

1,000

2,000

1,000

10,000

10,000

1,000

2,000

2,000

1,000

1,000

2,000

1,000

10,000

10,000

9,000

9,000

10,000

10,000

9,000

9,000

9,000

65,000

65,000

9,000

9,000

10,000

10,000

9,000

9,000

9,000

65,000

65,000

11,000

10,000

3,000

50,000

50,000

CNN, MSNBC, NECN

Regional Sports Networks

ESPN 2, NESN, Rodgersville Redsocks, Figure Skating, Horse Racing, and regional networks commenting on the MLB playoffs

Sports Primetime/Weekend ESPN

3,000

3,000

10,000

10,000

RADIO (:60)

40,000

42,000

42,000

42,000

42,000

45,000

55,000

308,000

308,000

Newstalk/Information

30,000

30,000

30,000

30,000

30,000

35,000

40,000

225,000

225,000

8,000

8,000

WBUR-FM(wbur.org), WBZ -AM(wbz1030.com),WEVO-FM(nhpr.org), WKAF-FM(977RnB.com), WRCA-AM(bloomberg.com/audio), WSRS-FM(wsrs.com), WTAG-AM(wtag.com), WXKS-

2,000

Sports Radio

2,000

2,000

2,000

(All sports but focus on Rodgersville Redsocks) WBZ -FM(985thesportshub.com), WEEI-AM(weei.com), WEEI-FM(weei.com),

10,000

10,000

10,000

10,000

10,000

10,000

15,000

75,000

75,000

42,000

43,000

48,000

48,000

48,000

48,000

48,000

325,000

325,000

PBS non-political underwriting announcement 17,000

18,000

18,000

18,000

18,000

18,000

18,000

125,000

125,000

NPR non-political underwriting announcement 25,000

25,000

30,000

30,000

30,000

30,000

30,000

200,000

200,000

PRINT | Full Page B&W Ad **

35,000

35,000

37,000

35,000

35,000

35,000

38,000

250,000

250,000

Rodgersville Review - Monday-Friday

28,000

28,000

30,000

28,000

28,000

28,000

30,000

200,000

200,000

Satellite Radio PUBLIC BROADCASTING UNDERWRITING

Science and Technology Sections, Sports Pages, Travel Pages, Main News, Local News, Entertainment/Lifestyle, Opinions, Home and Garden, Business/Finance

Rodgersville Magazine

7,000

7,000

7,000

7,000

7,000

7,000

8,000

50,000

50,000

DIGITAL ADVERTISING

98,500

98,500

103,500

109,500

112,500

111,500

106,000

740,000

850,000

Display Local Bay Side Media Websites

38,000 7,000

38,000 7,000

43,000 7,000

48,000 7,000

49,000 7,000

49,000 7,000

35,000 8,000

300,000

300,000

50,000

50,000

Rodgersville Review, NBC 10, Rodgersville WBTS, and WCBV 5

National News Websites (geotargeting Bay Side users) National/Local Sports Websites Programmatic: comScore top 1,000 sites Pre-Roll Video (:15 or :30 second ad) Live Streaming TV (free) Digital Radio (Pandora, iHeart, Spotify) National News Websites (geotargeting Bay Side users) Social Media Facebook ($2 average cost per action) Twitter: Promoted Tweets ($5,000/month) Instagram ($2 cost per action) Follow/Like on Facebook - NETPC ($2 cost per action) OUTDOOR

14,000

14,000

14,000

14,000

15,000

15,000

14,000

100,000

100,000

10,000 7,000

10,000 7,000

15,000 7,000

20,000 7,000

20,000 7,000

20,000 7,000

5,000 8,000

100,000

100,000

50,000

50,000

20,000 13,000 3,500

20,000 13,000 3,500

20,000 13,000 3,500

20,000 13,000 3,500

21,000 14,000 3,500

21,000 14,000 3,500

28,000 20,000 4,000

150,000

150,000

100,000

100,000

25,000

25,000

3,500

3,500

3,500

3,500

3,500

3,500

4,000

25,000

25,000

40,500 3,500

40,500 3,500

40,500 3,500

41,500 3,500

42,500 3,500

41,500 3,500

43,000 4,000

290,000

290,000

25,000

25,000

16,000 14,000

16,000 14,000

16,000 14,000

16,000 15,000

17,000 15,000

17,000 14,000

17,000 14,000

115,000

115,000

100,000

100,000

7,000

7,000

7,000

7,000

7,000

7,000

8,000

50,000

50,000

71,500

66,500

17,500

32,500

32,000

32,500

64,500

317,000

317,000

7,000

25,000

25,000

200,000

Digital Signage/Display and traditional highway

9,000 9,000 billboards Billboards near the beach in June and July and in the city in December to compliment gurilla marketing campaign (see below) 60,000 55,000 10,000 10,000 10,000 Transit Ads (Buses, Rail Stops, etc.)

10,000

45,000

200,000

gurilla marketing bus campaign Airport Signage (digital or static) Pro Sports Team Stadiums (in-arena signage)

2,500

2,500 20,000

2,500 10,000

17,000

17,000

75,000

75,000

THEATER

0

2,500

2,500 5,000

2,500 20,000

2,000 20,000

Movie Theater ads (:60s video format) Thanksgiving and Christmas releases OTHER Interactive Display at the Rodgersville Science Center¹ Interactive Display at the local Rodgersville Beaches² Media Influencer Partnerships³ Commission beachfront restaurants to create dishes and drinks promoting tidal energy⁶

5,000

10,000

10,000

5,000

5,000

10,000

10,000

11,500

9,500

9,500

6,500

6,500

6,500

6,500

56,500

56,500

3,000

3,000

3,000

3,000

3,000

3,000

3,000

21,000

21,000

3,000

3,000

3,000

9,000

9,000

2,000

2,000

2,000

14,000

14,000

500

500

500

1,500

1,500

2,000

2,000

2,000

2,000

Commission local restaurants to create dishes and drinks promoting tidal energy⁶ Comission beachfront murals⁴

5,000

2,000

500 2,000

2,000

500

2,000

500

2,000

500

Brand partnerships with small local businesses⁶ Promotional Material for local partnerships⁵

TOTAL AMOUNT SPENT

500

500

500

500

500

500

500

3,500

3,500

500

500

500

500

500

500

500

3,500

3,500

342,500

340,500

312,500

326,500

329,000

337,500

368,000

2,356,500

2,356,500

Washington Media Scholars Foundation 2021 Media Case Competition

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New England Tidal Power Company: Clean, Sustainable Energy for Rodgersville’s Future1 Erika Gibb was still adjusting to the cold New England climate. She’d moved to Rodgersville from Valley City in the late fall, and no amount of research could have prepared her for the biting wind chill that morning as she stepped out of her Back Bay apartment. Erika spent her mornings jogging the miles of public trails that crisscross this historic town before returning to her apartment for work. Like many, over the last year, Erika worked from home because of the global pandemic; regardless of her virtual work arrangement, she had decided to move to Rodgersville to be closer to her new job and to learn as much about the local community as possible. Erika’s career was taking off after successfully managing the Valley City Conservation Trust campaign, an effort to help pass the green property credits tax in Valley City last year. Erika was learning how quickly your star can rise after managing a successful legislative affairs campaign. She was lured away from the VCCT by the New England Tidal Power Company (NETPC) to help run a public relations campaign for the construction of a new greenenergy initiative along the New England coast.

You are Erika. Your job is to prepare a paid media plan for NETPC to coincide with construction of the first tidal power facility along the New England coastline, which will be based in Rodgersville. This will be a branding campaign to inform local residents about the values of NETPC and the benefits of this new facility to the region. NETPC has secured a budget of $2,500,000 for media placements from June to December 2021. It’s your job to prepare and pitch a media plan to NETPC’s board. Your success will be measured by public opinion polls, and ultimately will impact NETPC’s ability to work with local and state government, other businesses and the broader Rodgersville community for years to come. The desired result is favorable and/or neutral opinions of NETPC by 75% or more of the Rodgersville adult population, that will be determined by third party polling. A preliminary poll conducted in January 2021, when plans for the facility became public, showed that only 52% of Rodgersville adults were aware of NETPC and the tidal power facility plans, and among those who were aware only 40% had a favorable or neutral opinion about NETPC. Simply, you know there is room for improvement. There are no known opposition groups currently using paid or earned media to shape public opinion against NETPC. Making Waves The New England Tidal Power Company was founded (and funded) by billionaire investor and inventor Desiree Wolf. While others have their eyes on the sky for opportunities in space, Des believes the future of energy is in the ocean. Using her proprietary turbines, Des’s NETPC will break ground on a state-of-the-art tidal power facility in the fall of 2021. Local

Copyright 2021 by the Washington Media Scholars Foundation (https://www.mediascholars.org/.) Use is granted for academic purposes only. The situation described in this case study is fictional. Research data are modeled using Scarborough Nielsen surveys and media costs from a top 10 media market. Data have been altered for the purpose of the case. Case prepared by Ben Angle. Contact andrea.koslow@mediascholars.org .

1

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residents, beachgoers, and environmentalists have started to publicly voice their concerns with the facility and the impacts it will have on the environment and aesthetics of Rodgersville.

While it’s generally accepted that tidal energy is clean and consistent, plus relatively cheap to maintain long term, NETPC’s primary image problem is the environmental risks posed by construction. Specifically, by introducing large machinery, like Wolf’s turbines, into the environment it could reshape the seashore and invite invasive species into the area, threatening the local species. This is particularly a concern for the local economy and the thriving fishing community based in Rodgersville. Another concern is the aesthetics of this facility along the coastline: how will it impact the beaches for vacationers, residents and property owners? Erika knows that misinformation and misunderstanding will be her biggest battle, and she will need to consider these things while deciding who to target with her media plan.

Strength in Numbers You decide once again to reach out to your old friend Alex Burfoot who helped you on the VCCT project. You sign a contract with Alex’s firm for media research, primarily because they subscribe to Nielsen2 ratings data and Scarborough consumer surveys, including the Rodgersville media market.

The first step in media planning is deciding on and defining a target audience group, says Alex. After reviewing the Rodgersville Scarborough data, you identify a few important descriptive statistics. First, you see that the total adult population in Rodgersville is 5.9 million3.

You also notice that nearly 40% of adults self-reported always voting in local elections, a metric that you are comfortable using as a proxy for propensity to be civically involved. Finally, you notice that Rodgersvillians are more likely to practice multiple eco-friendly behaviors (32.8%) than to practice NO eco-friendly behaviors (12.2%). Using a simple matrix, you can compare several of these behavioral traits to make decisions about potential target audiences.

Alex helps you create a target group that you decide to internally call “Wave Makers”, adults who Always OR Sometimes vote in local elections AND Practice 5 or more eco-friendly activities on a regular basis. According to the data, that group makes up 28.1% of Rodgersville adults (Table 1). You think there are other potential targets, too, so you request a more robust data set to help inform your decisions. The data will drive your planning outcomes.

Alex also reminds you of a few crosstab metrics to help you analyze this data. Alex said, “Erika, remember that the target percent, which can also be called the vertical percent, tells you the row variable as a percentage of the column group, while the horizontal percent gives you the column variable as a percentage of the row group”. You decide to keep a calculator handy, to help with the media math and to better understand the relationships between variables as you work through the various crosstab reports. Following Alex’s example above, you can see from Table 1 that the target % for adults who perform 5 or more eco-friendly activities and always vote is 46.5%, calculated by using the projected population of that group For more about Nielsen Scarborough visit https://www.nielsen.com/us/en/solutions/capabilities/scarborough-local/ WMSF encourages rounding. Remember that this is a media plan. Your job is to convince the client that your media placement ideas will help them achieve their goals, actual costs of media buys will vary from the plan.

2 3

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(907,251) divided by the projected population of all adults who do 5 or more eco-activities on a regular basis (1,949,653).

907,251 ÷ 1,949,653 = 0.4653 (X 100 = 46.5%) Table 1: Potential target audience(s) matrix

All Rodgersville Adults

Proj Vert % Horz % Index

All Adults 18+ 5,942,069 100.0% 100.0% 100

Number of eco-friendly activities done on a regular basis 5 or more activities None 1,949,653 722,490 100.0% 100.0% 32.8% 12.2% 100 100

Adults Who Participate in Adults Who Plan to take a Water Activities (Fishing, Beach Vacation in the Next 12 Boating, Swimming) mos 2,864,156 1,845,340 100.0% 100.0% 48.2% 31.1% 100 100

Always Vote in Local Elections

Proj Target % Horz % Index Total %

2,340,771 39.4% 100.0% 100 39.4%

907,251 46.5% 38.8% 118 15.3%

212,998 29.5% 9.1% 75 3.6%

1,086,512 37.9% 46.4% 96 18.3%

661,957 35.9% 28.3% 91 11.1%

Sometimes Vote in Local Elections

Proj Target % Horz % Index Total %

2,218,950 37.3% 100.0% 100 37.3%

758,130 38.9% 34.2% 104 12.8%

222,055 30.7% 10.0% 82 3.7%

1,170,235 40.9% 52.7% 109 19.7%

807,608 43.8% 36.4% 117 13.6%

Never Vote in Local Elections

Proj Target % Horz % Index Total %

1,382,349 23.3% 100.0% 100 23.3%

284,272 14.6% 20.6% 63 4.8%

287,438 39.8% 20.8% 171 4.8%

607,409 21.2% 43.9% 91 10.2%

375,776 20.4% 27.2% 88 6.3%

Potential NETPC Targets Non-Targets

28.1% Wave Makers 8.4% Tidal See-Sawers 8.5% Indifferents

This also means that adults who perform 5 or more eco-friendly activities on a regular basis are 18% more likely to always vote in local elections than the average Rodgersville adult.

You know this because of the index score of 118, which is calculated by dividing the target % of adults who perform 5 or more eco-friendly activities and always vote in local elections (46.5%) by the target % of all Rodgersville adults who always vote in local elections (39.4%).

46.5% ÷ 39.4% = 1.18 (X 100 = 118 index score) Alex offered one final idea while the two of you were brainstorming. He suggested using infographics as a way to visually explain data. Alex’s team quickly put together a bubble chart (a skill he learned in business school from a favorite professor, Bill Silkthem) to demonstrate the utility of data visualization. Chart A demonstrates the relationship between adults who participate in 5 or more eco-friendly activities (x-axis) on a regular basis and adults who always vote in local elections (y-axis) in regard to media usage. Quintiles represent one-fifth (20%) of a population divided evenly from most to least of a defined category. In this example, the 1st quintile of TV users represents the heaviest users of TV, meaning the top 20% of TV watchers in Rodgersville. Alex’s team combined the top two quintiles and bottom three quintiles to show you the top 40% of users (1st and 2nd quintiles) of select media types and bottom 60% users (3rd through 5th quintiles).

You easily see that the heaviest users of the internet (Internet Top 40%) tend to be more eco-friendly than any other category of media users, but they are also least likely to vote

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in local elections. The heaviest readers of print newspapers and listeners of radio are the only media users who are both high turnout voters and more likely to participate in 5 or more ecofriendly activities on a regular basis. You pocket this idea for later, knowing that it can help explain your budget allocations to the board when it’s time to make your pitch.

125

CHART A - Rodgersville Media Quintiles: Heaviest and Lightest Users of Select Media

HIGH TURNOUT

TV Top 40%

Index scores of adults who participate in 5 or more eco-friendly activites on a regular basis (xaxis) by index scores of adults who always vote in local elections (y-axis). The size of the bubble is proportionate to the total Rodgersville adult population. The top two and bottom three quintiles have been combined to show the top 40% and bottom 60% of users of each media type.

Newspaper Print Top 40%

120

115

Internet Bottom 60%

110

Voter Turnout Index

Digital Video Display Bottom 60%

Radio Top 40%

105

100 Radio Bottom 60%

95 Digital VIdeo Display Top 40%

LOW TURNOUT

90

Newspaper Print Bottom 60% Internet Top 40%

85

TV Bottom 60%

80 75

100

LESS ECO-FRIENDLY

Eco-Friendly Activities Index

125

MORE ECO-FRIENDLY

Building Your Reef-eral While Alex’s team is building your custom audience segments along with some other behavioral and demographic based targeting characteristics, you decide to enlist the help of your new colleague on the media buying team, Meb Salazar. Meb has 25 years of experience placing media and negotiating costs in the Rodgersville media market, so he will help build your “media menu”. Meb has a wealth of knowledge and experience; like your dad, he wants to share it with you whether or not you want to (or need to) hear it. When Meb receives a planning task like NETPC’s media plan he can’t help but remind you of some important media planning and buying terms and mathematical relationships.

Meb started by providing you with a sample table (Exhibit A) that was a simple list of television dayparts and an associated CPM. Per Meb, 1. This is the average estimated cost-per-thousand impressions, or CPM, for adults 18+ for each of the dayparts listed. Sometimes “impressions” are also called

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“exposures” or “opportunities to see.”4 The term impression does not mean that an exposure made an impression or that those exposed paid any attention, Meb points out. “We can’t guarantee that anyone will see our ads, we can only create the opportunity for ads to be seen”.

2. The CPMs are for planning purposes and meant to be directional. Each local television vendor will price and sell their inventory at CPMs that could be higher or lower, and daypart programming varies by vendor. These CPMs are averages for broadcast television in the Rodgersville media market.

3. CPMs are not the same as the cost per spot (the rate charged for a single commercial unit) for traditional TV and radio ads. While, on average, it might cost $9 to each 1,000 Rodgersville adults using early morning (5a-7a) television, note that the cost per spot would be determined by the estimated impressions a program will deliver multiplied by the CPM. For example, if Station A achieves an average adult 18+ audience of 35,000 per episode of their 5a-7a morning news, that means the cost per spot would be $315 gross5 ((35,000 A18+/1,000)*$9.00 CPM = $315 cost per spot).

EXHIBIT A: NETPC Media Planning Costs and Audiences TELEVISION (:30)

Combined Broadcast Television Networks (by daypart) Early Morning (5a-7a) Early Morning Network Shows (7a-9a) Daytime (9a-4p) Early Fringe (4p-5p) Early News (5p-7p) Prime Access (7p-8p) Primetime (8p-11p) Late News (11p-1130p) Late Fringe (1130p-1a)

Avg Planning Costs per 1000 adult 18+ impressions (CPM)

$ $ $ $ $ $ $ $ $

9 10 6 7 17 21 36 30 12

Putting It All Together A few days after receiving Meb’s CPM table, Alex’s team submits to you their crosstab analysis. Now that you are armed with Meb’s CPM data and Alex’s custom research, you are able to create a more detailed ‘shopping list’ of media options to consider for your media plan.

4

Student competitors are strongly encouraged to spend a few minutes reviewing basic media planning terminology and math.

See Inside Campaigns, Chapter 7, especially pages 119-137, available to users of this case here.

5 All media planning should be done in gross dollars.

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You expand on the media planning costs and audiences spreadsheet, Exhibit A, to create the following6: EXHIBIT A: NETPC Media Planning Costs and Audiences TELEVISION (:30)

High Turnout Voters

Wave Makers Avg Planning Costs per 1000 adult 18+ impressions (CPM)

As Horz% of Media Audience

Wave Makers Index

As Horz% of Media Audience

Local Voting Index

Combined Broadcast Television Networks (by daypart) Early Morning (5a-7a) Early Morning Network Shows (7a-9a) Daytime (9a-4p) Early Fringe (4p-5p) Early News (5p-7p) Prime Access (7p-8p) Primetime (8p-11p) Late News (11p-1130p) Late Fringe (1130p-1a)

$ $ $ $ $ $ $ $ $

9 10 6 7 17 21 36 30 12

27.8% 27.5% 28.8% 29.7% 29.2% 28.6% 29.0% 28.3% 29.6%

99 98 103 106 104 102 103 101 106

49.8% 52.8% 50.3% 52.4% 50.8% 50.7% 47.8% 51.9% 49.6%

126 134 128 133 129 129 121 132 126

Spanish Language Broadcast Television Early Morning/Daytime Early News Late News Primetime

$ $ $ $

33 38 45 62

38.5% 30.0% 32.4% 33.5%

137 107 115 120

44.1% 48.1% 49.1% 48.6%

112 122 125 123

Combined Cable Network Groups Arts/Culture/History Cable Business Children & Teen General Entertainment Lifestyle/Info-tainment Movies Cable News Other/Niche/Education Regional Sports Networks Spanish Language Sports Sports Daytime Sports Primetime/Weekend Satellite Dish Viewing: All Day Rotator

$ $ $ $ $ $ $ $ $ $ $ $ $

25 50 15 30 14 28 20 45 19 32 16 37 8

23.8% 26.9% 24.3% 26.8% 26.9% 24.9% 29.3% 24.7% 30.4% 14.2% 28.1% 30.3% 21.9%

85 96 87 96 96 89 104 88 109 51 100 108 78

42.4% 52.8% 33.4% 41.0% 43.5% 45.8% 50.1% 35.7% 47.9% 32.8% 47.9% 46.5% 42.3%

108 134 85 104 110 116 127 91 122 83 122 118 107

RADIO (:60) Combined Radio Formats** Newstalk/Information Rock Country Oldies Pop Contemporary

$ $ $ $ $

19 22 20 37 25

34.6% 31.2% 21.5% 21.6% 26.9%

124 111 77 77 96

49.5% 38.7% 36.9% 79.5% 32.2%

126 98 94 202 82

You quickly notice different media consumption differences between the Wave Makers and the High Turnout Voter audience segments. For instance, if you decide to use cable Arts/Culture/History networks in your media plan, then you will be 15% less efficient at reaching Wave Makers, but 8% more likely to reach High Turnout Voters with that media vehicle. Now, thanks to Alex’s data and Meb’s subtle reminders, you know that if you decide to buy 500,000 impressions of adults 18+ in broadcast daytime television, then you would need to budget $3,000 towards that media vehicle ($6 cpm X (500,000 impressions /1,000) = $3,000

See attached excel worksheet for the complete table; a partial table was included on this document as a reference, but for formatting purposes we did not include the full CPM table.

6

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budget). That budget decision could also be explained as netting you 144,000 Wave Makers impressions and 251,500 High Turnout Voters impressions on your media plan.

500,000 Adult 18+ imps X 28.8% horz % of Wave Makers = 144,000 Wave Makers imps Alex recommended that you take some time to review the massive crosstab file that he prepared for you. It is full of demographic, behavioral, consumer and media data that may, or may not, be useful to you. You might be inspired by the variables to create your own customaudience segment. Should you decide to create your own custom target audience, you will need to email Alex your request no later than NOON eastern time on Friday, February 26, 2021 complete with the exact variable definitions that you want to use along with the AND/OR coding sequence7.

Alex also offered to help you navigate any questions that you might have with the data, the audience segments, or anything else related to the NETPC request for a media plan by scheduling a conference call for Monday, February 22, 2021 at 4PM ET8. Finally, he reminded you that impressions and GRPs are both important measures to a media plan, and you should report impressions AND impressions as a percentage of each respective target population (GRPs). Once you are familiar with the task, the media currency and the data, then it’s time to prepare your media plan and write your rationale supporting your strategy.

Submitting Your NETPC Media Plan to the Washington Media Scholars Foundation Please prepare a written document for NETPC that answers the below questions. All submissions are due by midnight eastern time on March 26, 2021. There are no requirements for what the written document should end up looking like, but it is suggested that you include the following: A. A month-by-month media plan in an Excel spreadsheet with your recommended allocation of the $2,500,00 budget. Make sure that your name and contact information appear at the bottom of spreadsheet.

B. A Word document no longer than ten pages single-spaced, in which you answer the following questions in support of your media mix allocations. If you desire, the document may include tables and/or charts in the document or as an appendix. Include your name, and contact information at the top of the Word document.

WMSF staff will create the audience definition that you request and return a crosstab file to you with the data included.

Please allow up to 5-business days for WMSF staff to produce the crosstab report for you. Requests should be emailed to info@mediascholars.org .

8 WMSF will provide more information about this conference call prior to 2/22/21 including contact info and participants. It is highly recommended that at least one team member participates in this call.

7

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1. Who is your target audience(s) group? Why? 2. How does your target audience(s) use media?

3. What mix of media vehicles form a cost-effective way to spend the $2,500,00 budget to reach your audience? What media received the largest share(s) of your budget and why? What media received the smallest share(s) and why?

4. How would you schedule the spending of the budget between June and December 2021?

5. If the NETPC could include any of other types of media not listed on the cost spreadsheet, what other media vehicles would you like to see included in your plan (paid or earned)?

6. Please disclose the names of any professors or other advisers, if any, who assisted you.

Good Luck!

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APPENDIX

Voter Turnout Index

HIGH TURNOUT

145

Cable Network Watched Past 7 Days: This chart demonstrates the 135 likelihood of Rodgersville adults who are ecofriendly (x-axis) and always vote in local elections (y125 axis) to watch various cable networks.

Olympic Channel

FOX Sports 2 NECN National Geographic

FOX Sports 1 Hallmark Channel

MLB Network

NESN

CBS Sports

History NFL Network

115

NBC Sports Boston

CNBC

CNN

ESPN

Discovery Channel Oxygen

105

GSN

NBCSN

CMT

Adult Swim

HGTV Discovery Family Channel

Animal Planet

Lifetime

OWN

95

HBO

Paramount Network

NHL Network

Bravo Comedy Central

FX

Disney Channel

Destination America

Freeform NBA TV

Nick Jr.

E!

Nick

75

Nick at Nite

DIY Network

FXX ID

BET

IFC

Food Network

AMC

85

LOW TURNOUT

HLN

ESPNU

Disney XD

CN (Cartoon Network)

65 60

85

LESS ECO-FRIENDLY

110

135

MORE ECO-FRIENDLY

Eco-Friendly Activities Index

HIGH TURNOUT

120

Ways Internet Used: This chart demonstrates the likelihood of Rodgersville adults who practice eco-friendly behaviors (x-axis) and always vote (y-axis) to do various things on the internet. This aligns with the quintile data previously presented; internet users are more likely to be eco-friendly than the average Rodgersville adult.

115

110

News - business/financial Travel - personal

Voter Turnout Index

105

LOW TURNOUT

News/current events

Product reviews News - general/political Instant messaging

Social networking

100

Weather

Automobile information

95

Maps

Movie listings/reviews Restaurant reviews/information Coupons

Sports scores/news

Real estate listings

News - technology Legal advice/ information

Online banking/credit cards

Post/share/process photos

Find address or phone number

Breaking news Listen to a local radio station online

90

Politics

Financial/insurance/ invenstment

General news Sports (streaming) Fantasy sports

Pre-recorded TV Show

Movies or movie clips

Take online classes Listen to Internet radio

Listen to online music service

85 95

120

LESS ECO-FRIENDLY

Eco-Friendly Activities Index

145

MORE ECO-FRIENDLY