MEDIA GUIDE A R E S O U R C E T O D I G I TA L & P R I N T C O O P E R AT I V E A D V E R T I S I N G P R O G R A M
TABLE OF CONTENTS
Overview of Digital & Print Co-op Advertising Program
1
Digital Facebook
3
4
Elements of a Core Audience
5
Our Custom Target Audience
6
Print Overview
8
All Market
9
Washington, D.C.
14
Maryland
15
Virginia
16
Special Occasion Publications
20
OVERVIEW OF
DIGITAL & PRINT CO - OP ADVERTISING PROGRAM YOUR AD’S JOURNEY
Print Ad
Sponsored Instagram Ad
Your Listing’s Page
1
Sponsored Facebook Post
The Digital & Print Co-op Advertising Program is an all-in-one advertising package that helps your advertisement align with our brand and consistently delivers layers of impression. Your listing submitted for our ad in a certain publication is paired with a digital campaign running on Facebook and Instagram to our target audience. The digital campaign runs the ad specific to your listing and drives viewers to your listing page. Each digital campaign continues to deliver your ad for one to two months, depending on the publication you select. For weekly newspapers and monthly publications, the digital campaign runs for one full month. The campaign runs for two months for bi-monthly publications and magazines with longer shelf-life.
Digital Campaign Report CAMPAIGN SUMMARY Duration: 14 days | October 17 - 30, 2018 Data below represent the results from the entire TTRSIR Co-op Digital Campaign.
235,626
WASHINGTON LIFE MAGAZINE
Total Digital Impressions The number of times the ad was seen—may include multiple views of your ad by the same people.
CIRCULATION 1
READERSHIP 2
154,000
200,000
AVERAGE HOUSEHOLD INCOME
$250,000
(average)
PLACEMENTS
Washington Life Magazine has been the premier luxury lifestyle magazine of the Washington D.C. metropolitan area since 1991. The publication, printed 10 times a year, was founded and is run by longtime Washingtonians. It is the insider’s guide to power, philanthropy and society in the nation’s capital. Washington Life maintains the largest controlled circulation and subscription-based
homes valued over $1.5 million in the wealthiest residential communities throughout Washington D.C., Northern Virginia, and Maryland. Per census, two of four wealthiest communities in the country are in the Washington area.
delivery to the most affluent private homes in the greater metropolitan area. 30,000 are hand delivered to
5%
DEMOGRAPHICS 5%
Exclusive High Profile Events
Embassy/Capitol Hill 5%
1% “A List” Opinion Makers
Targeted Distribution to High-end Establishments 5% Airline Shuttles/ Limousine Services
PERFORMANCE
Reach: The number of people who saw your ads at least once.
60% Exclusive delivery to private homes valued over $1.5 million
7% Luxury Hotels
12% Paid subscribers/newsstands/ high-end retail outlets
REPORTING Following the completion of the digital campaign, marketing will email you a link to download the report in a PDF format. Report includes the following: • • • • •
Total digital impressions Total digital clicks by platform Total “reach”(all digital impressions plus all print circulation figures) Details of the print publication for the base campaign Tear sheet of the ad
2
DIGITAL FACEBOOK Facebook is a social media platform that gives people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. Facebook Advertising is part of an integrated marketing strategy. It oers tools to reach specific audiences across Facebook, Instagram, Messenger, or through mobile apps with Audience Network. The Digital & Print Co-op Program utilizes Facebook Ads to proactively reach new customers as well as being in front of engaged Facebook users.
1.4 BILLION+ people use Facebook every day 50% of people update their Facebook status within 48 hours of becoming engaged
2 BILLION+ people use Facebook every month 70% of people surveyed in the US use a smartphone while watching TV to stay connected with friends
3
INSTAGRAM The Instagram community is a mix of people and businesses from around the world who come together to share their passions and to be inspired. Images have always been the currency for communication on Instagram. For our brand, a strong visual voice is the key to driving real business results on our social media platforms. With the integration of Instagram into Facebook’s advertiser interfaces, TTR Sotheby’s International Realty has the ability to get the most out of both platforms.
INSTAGRAM’S MISSION Strengthen relationships through shared experiences. Connect Passions: people go to Instagram to find and share their passions. Immerse Visually: Instagram provides people a memorable experience through visual storytelling. Spark Exploration: people are inspired on Instagram to explore and create new connections.
4
ELEMENTS OF A CORE AUDIENCE Our Digital & Print Co-op Program calibrates ad delivery around locations, interests, behaviors, and connections.
Location Targeting: targets ads by the city and its 15-mile radius. Our digital campaign delivers ads based on where people are—whether they live in a location, are new arrivals, or just visiting.
Interest Targeting: focuses on consumer and lifestyle categories such as entertainment, fitness, fashion, or hobbies.
Targeted Ad Delivery
5
OUR CUSTOM TARGET AUDIENCE
The Digital & Print Co-op Program uses Facebook’s Audience Insights tool to create a custom target audience based on our Core Audiences. Our digital campaign strategy is unique to the Digital & Print Co-op Program partnership in which the digital campaign’s custom target audience evolves from each publication’s sub-market and its Luxury Real Estate audience. To comply with the federal Fair Housing Act, Facebook’s Advertising Policies had been recently updated to eliminate zip code targeting. Our ad campaign follows Facebook’s Housing Special Ad Category and targets users only by cities and their interest.
Objective-focused
Authenticity
Quality Over Quantity
The primary objective of our digital campaign is driving traffic to your listing page. Whether users are browsing on Facebook or Instagram, our creative is formatted for optimal engagement and click-through on both platforms across all devices.
Sharing creative visuals that represent our brand and attracts attention.
Our digital campaign targets specific, but relevant audiences, which is the key to reaching the right people who are interested, engaged, and more likely to respond to our ads.
LOCATION
CORE AUDIENCE •
Facebook users
•
Instagram users
•
The city your listing is located in + 15-mile radius
•
Nearby cities + 15-mile radius
+ INTERESTS & LIFESTYLE Luxury Real Estate Consumers
6
9
PRINT The Print Co-op Ad Program is the core foundation of our digital campaign. We hand select various local and regional newspapers and magazines that are popular, well-represented, and suitable for the market of your listing. Publications chosen by TTR Sotheby’s International Realty focus on real estate, luxury and regional lifestyles, philanthropic missions, and relevant surrounding events and news. 10
PRINT MEDIA GUIDE ALL MARKET
RESIDE MAGAZINE RESIDE is the TTR Sotheby’s International Realty brand magazine that is published in conjunction with Pulitzer Prize-winning Dow Jones Media Group. Ten thousand copies of the magazine are packaged with The Wall Street Journal and delivered to subscribers in the DC metropolitan area. The print edition is also direct-mailed to a curated list of homes in the region and displayed
at each of our offices located in Downtown Washington, Georgetown, Arlington, Old Town Alexandria, The Plains, Annapolis, Bethesda, and Chevy Chase, Maryland. The digital edition is housed on ttrsir.com homepage, shared on social media platforms, and available for all TTR Sotheby’s International Realty associates to send to their spheres via a branded email.
CIRCULATION Number of physical copies printed & distributed for each issue.
1
11
CIRCULATION 1
READERSHIP 2
10,000
40,000+
2
Each edition is packaged with The Wall Street Journal & delivered to subscribers across the metropolitan region.
READERSHIP
Estimated number of readers/viewers per issue. Previous edition received over 16,000 digital impressions.
12
ALL MARKET WASHINGTON BUSINESS JOURNAL
CIRCULATION 1
READERSHIP 2
100,000
200,000
The Business Journal’s 40 business newspapers stretch from Washington, D.C., to San Francisco, and from Austin, Texas, to Albany, N.Y. Bizjournals features local people and decision makers who are leaders in their business communities. The Washington Business Journal reports on local and national issues that impact subscribers’ businesses and assist them in growing their companies. Every week, Washington Business Journal print editors provide information and local insight that leads to business opportunities
13
$362,000
and growth. According to a 2014 study, the print/digital subscriber profile is divided among 20% unique print subscribers, 43% unique digital subscribers, and 37% dual print and digital subscribers. The average reader’s age is 51. Fifty-five percent of readers have post-graduate degrees and 62% are owners/ partners/top management at their companies. Ninety-six percent of readers currently live in the Washington DC area, and 62% read the print Real Estate section regularly.
CIRCULATION Number of physical copies printed & distributed for each issue. 1
AVERAGE HOUSEHOLD INCOME
ALL MARKET WASHINGTON LIFE MAGAZINE
CIRCULATION 1
READERSHIP 2
154,000
200,000
AVERAGE HOUSEHOLD INCOME
$250,000
(average)
Washington Life Magazine has been the premier luxury lifestyle magazine of the Washington D.C. metropolitan area since 1991. The publication, printed 10 times a year, was founded and is run by longtime Washingtonians. It is the insider’s guide to power, philanthropy and society in the nation’s capital. Washington Life maintains the largest controlled circulation and subscription-
based delivery to the most affluent private homes in the greater metropolitan area. 30,000 are hand delivered to homes valued over $1.5 million in the wealthiest residential communities throughout Washington D.C., Northern Virginia, and Maryland. Per census, two of four wealthiest communities in the country are in the Washington area.
5% 5%
Exclusive High Profile Events
Embassy/Capitol Hill 5%
1% “A List” Opinion Makers
Targeted Distribution to High-end Establishments 5% Airline Shuttles/ Limousine Services
60% Exclusive delivery to private homes valued over $1.5 million
7% Luxury Hotels
12% Paid subscribers/newsstands/ high-end retail outlets
2
READERSHIP
Estimated number of readers/viewers per issue.
14
WASHINGTON, D.C. THE GEORGETOWNER
CIRCULATION 1
READERSHIP 2
HOUSEHOLD INCOME
40,000
50,000
~$250K (45%) ~$100K (35%)
The Georgetowner reaches a very unique market and has become a “must-read” in the D.C. area. This publication specializes in the Georgetown lifestyle, with news and features focusing on the arts, real estate, education, dining, health, beauty, fashion, society and a popular In Country section featuring Virginia’s horse country. Readers have expendable income that allows them to enjoy the modern luxuries of life in style. They spend it on dining, travel, new fashions for their homes and wardrobes, attending
performances and visual art shows, and donating to charitable events on a consistent basis. They are educated and opinionated leaders of their communities who exert a powerful influence on Washington, D.C. and the greater metropolitan area. The Georgetowner is found in upscale neighborhoods, luxury apartment buildings/ condo complexes, top-rated hotels/restaurants, stores such as Whole Foods, Balducci’s and Starbucks, as well as street boxes near select Metro stations.
MARYLAND BETHESDA MAGAZINE
CIRCULATION 1
READERSHIP 2
30,000
67,000
Bethesda Magazine is the magazine for people who live in Bethesda and the surrounding towns. Bethesda Magazine covers the lives and lifestyles of affluent and engaged Montgomery County residents. Lively, entertaining and informative, Bethesda Magazine covers the topics that are interesting and important to Bethesda-area residents, including restaurants, real estate, home design and décor, community issues
(e.g., schools, traffic, development), arts and entertainment, and people. Bethesda Magazine is published six times a year and is available in print and as a digital edition. Bethesda Magazine provides an effective and efficient way to reach target consumers, offering display ads and Realtor Profiles in special advertising sections.
CIRCULATION Number of physical copies printed & distributed for each issue. 1
15
MARYLAND WHAT’S UP? MAGAZINE PACKAGE What’s Up? Annapolis Magazine
CIRCULATION 1
READERSHIP 2
66,000
164,550
What’s Up? Annapolis is a monthly, glossy print publication covering entertainment, sports, home & garden, health, dining and lifestyle interests of the Chesapeake region, including Annapolis, Baltimore, and Washington, D.C. The magazine began in 1997 and the publication has become the only lifestyle magazine in the area
HOUSEHOLD INCOME
$100 - 200K (51%) $200K+ (20%)
with an extensive calendar of local events. It is mailed to 60,000 upscale households and an additional 6,000 available through major retailers (Whole Foods, Safeway, Giant, Borders, Barnes & Noble, and more), in rooms at major hotels, and at local dentist/doctor offices.
What’s Up? Eastern Shore Magazine
CIRCULATION 1
READERSHIP 2
23,888
78,830
What’s Up? Eastern Shore Magazine is a timely resource for readers to keep all month and use on a daily basis. The Features, Calendar of Events and Restaurant Reviews the magazine contains apply to male and female, all age groups, and most economic brackets. What’s Up? magazines are the only print media in the area which can
2
deliver your message to more than 310,580 area readers monthly as well as the important visitor market. 23,000 copies are mailed free to upscale households in the Mid Eastern Shore region, with an additional 7,000 copies available through major retailers, rooms at major hotels, medical offices, supermarkets, and local businesses.
READERSHIP
Estimated number of readers/viewers per issue.
16
VIRGINIA
ÉLAN MAGAZINE
CIRCULATION 1
AVERAGE HOME VALUE
AVERAGE HOUSEHOLD INCOME
15,604
$2,903,100
$307,692
élan magazine was conceived to bring the Northern Virginia art scene into the homes of art lovers throughout the area. Since 1999, élan has showcased more than one thousand talented Northern Virginia artists – from painters to
potters, from weavers to writers, from poets to photographers, from sculptors to singers. Each month, élan is mailed into the most upscale, highly educated and discerning households in Northern Virginia.
MIDDLEBURG LIFE MAGAZINE
CIRCULATION 1
READERSHIP 2
24,000
40,000
First published in April 1983, Middleburg Life chronicles the people, the places and the events that define our community’s unique lifestyle. Locally, owned and operated by Greenhill Media, Middleburg Life presents the best of hunt country living minutes from our nation’s capital. The magazine is distributed both locally in businesses and across Northern Virginia in key high-traffic luxry locations and in upper income neighborhoods near the District of Columbia. Middleburg Life is
published the first week of every month with 18,000 copies mailed to medium and upper income households and businesses with another 4,500-6,000 distributed in various locations across Northern Virginia. The magazine can be found in fine restaurants, hotels and inns, real estate offices, professional businesses, and at retail locations throughout the distribution network.
CIRCULATION Number of physical copies printed & distributed for each issue. 1
17
VIRGINIA
ALEXANDRIA PACKAGE
Alexandria & Mt. Vernon Gazette
CIRCULATION 1
READERSHIP 2
HOME VALUE
100,000
200,000
$600K – $5M
The Alexandria Gazette package is a part of the Connection Newspapers syndicate, meaning your advertising campaign appears in any or all of the Gazette’s 15 demographically segmented markets in print and digital editions. The Connection
Newspapers uses database marketing similar to that used by sophisticated national political campaigns and corporations which segment their marketing outreach.
Alexandria Times
CIRCULATION 1
19,300
The Alexandria Times is Alexandria’s weekly newspaper that is the source for community news, opinion, entertainment, sports, and local features. More than 9,600 bulk copies are distributed to high-traffic business
2
MEDIAN HOUSEHOLD INCOME
$151,054
DISTRIBUTION AREA
Alexandria City, Alaxandria/ Fairfax County, Pentagon City/ Crystal City, Shirlington
locations in 13 zip codes: 22314, 22301, 22302, 22303, 22304, 22305, 22311, 22313, 22306, 22307, 22308, 22202, and 22206.
READERSHIP
Estimated number of readers/viewers per issue. 18
VIRGINIA
SUN GAZETTE PACKAGE Arlington Sun Gazette
DISTRIBUTION AREA
CIRCULATION 1
25,500
Arlington, Fairfax
The Sun Gazette newspapers are mailed to specific neighborhoods within coverage area of Arlington and Fairfax counties. They also are delivered to targeted apartments and condominiums. The Sun Gazette - Arlington offers direct mail distribution
AVERAGE HOUSEHOLD INCOME
$164,574
to a well-educated, employed, and extremely affluent audience in Arlington, VA each Thursday. Saturation mailing ensures all households are reached in zip codes 22201, 22204, 22205, 22207 and 22213.
McLean Sun Gazette
DISTRIBUTION AREA
McLean, Great Falls, Oakton, Tysons, Vienna
The Sun Gazette – Fairfax County offers direct mail distribution to a well-educated, employed, and affluent audience in Great Falls, McLean, Oakton and Vienna, VA each Thursday. Saturation mailing ensures all households are reached in zip codes 22066, 22181, 22124, 22182, and 22180.
CIRCULATION Number of physical copies printed & distributed for each issue. 1
19
CIRCULATION 1
35,500
AVERAGE HOUSEHOLD INCOME
$187,640
PUBLICATIONS RUNNING ON SPECIAL OCCASIONS
THE WASHINGTON DIPLOMAT
DISTRIBUTION AREA
CIRCULATION 1
10,000
193 embassies & more
The Washington Diplomat is an independent monthly newspaper with a readership of more than 120,000 that for more than 20 years has served as the flagship publication of the diplomatic community in Washington. It is distributed to more than 193 embassies, the United Nations in New York, the World Bank, IMF, IDB, Capitol Hill, White House, Pentagon, Fortune 500 companies, federal agencies and more than 600 locations in Washington, D.C., Virginia, Maryland and New York. Each issue highlights various nations with in-depth ambassador pro-
READERSHIP 2
120,000
files and interviews with other top-level officials. In addition, The Diplomat offers timely analyses focusing on international relations, politics, trade and investment, multilateral institutions, humanitarian initiatives, economic issues and diplomatic matters. Other regular features include monthly “People of World Influence” and medical columns. The Washington Diplomat also features in-depth industry-centered sections throughout the year, including education, hotels and travel, luxury living, medical, automotive and defense.
BALTIMORE BUSINESS JOURNAL DISTRIBUTION AREA
CIRCULATION 1
Baltimore
8,769
The Business Journal’s 40 business newspapers stretch from Washington, D.C., to San Francisco, and from Austin, Texas, to Albany, N.Y. Bizjournals features local people and decision makers who are leaders in their business communities. The paper provides a deeply reported and exclusive story on an important topic that impacts the local business community. Baltimore Business
2
AVERAGE HOUSEHOLD INCOME
$244,000
Journal’s Weekly Lists offer rankings on various local industries, providing readers with contact information and facts for local businesses. The paper’s Industry Hubs section provides a smart digest of the week’s news by industry. Some popular industries include banking/financial, commercial real estate, education, energy, health care, media/marketing, and technology.
READERSHIP
Estimated number of readers/viewers per issue. 20
SUBMISSION DEADLINES ALL MARKET Washington Life Magazine | $330 Issue
Due Date
February March April May June July/Aug September October November Dec/Jan
1/13 2/13 3/13 4/13 5/13 6/15 8/13 9/14 10/13 11/13
Washington Business Journal | $340 Issue
Due Date
February 14 April 10 August 14 September 4 November 6
1/29 3/25 7/29 8/17 10/22
WASHINGTON, D.C. The Georgetowner | $230 Issue
Due Date
March 11 April 22 May 6 September 9 October 7
3/5 4/16 4/30 9/3 10/1
MARYLAND Bethesda Magazine | $310
What’s Up? Magazine Package | $270
Issue
Due Date
Issue
Due Date
Mar/Apr May/June July/Aug Sept/Oct Nov/Dec
1/28 3/27 5/27 7/27 9/28
May June July August September October
3/20 4/24 5/22 6/25 7/24 8/21
VIRGINIA Middleburg Life Magazine | $130
Alexandria Package | $310
Issue
Due Date
Issue
Due Date
May June July August September October
4/20 5/18 6/22 7/20 8/17 9/21
March 26 April 23 May 28 September 24 October 22
3/17 4/14 5/19 9/22 10/13
Sun Gazette Package | $180
élan Magazine | $185 Issue
Due Date
Issue
Due Date
February March April May September October November
1/17 2/17 3/19 4/16 8/19 9/17 10/19
Spring Real Estate Guide 4/16 Summer RE Guide 6/25 Fall RE Guide 10/8
4/2 6/11 9/24
MEDIA CALENDAR Visit Bloom Studio for most up-to-date deadlines and additional publications running on special occasions.
JAN
FEB
MAR
APR
MAY
JUN
JUL
ALL MARKET Washington Life Magazine Washington Business Journal WASHINGTON, D.C. The Georgetowner VIRGINIA élan Magazine Sun Gazette Package Alexandria Package Middleburg Life Magazine MARYLAND Bethesda Magazine What’s Up? Magazine Package
Each issue is subject to change and cancellation. Limited Space. First-come, first-served only.
AUG
SEP
OCT
NOV
DEC