2011 Marketing Promoter’s Guide



2012 Marketing Promoter’s Guide

Roanoke Civic Center

Updated March 2012

Table of Contents

Media Objectives pg 3

• Media Strategies pg 3

• Media Selection pg 4

• Media Rationale pg 4

Market Demographics pg. 5

Roanoke Civic Center pg. 6

Advertising & Media Buys pg. 7

Print and Online pg. 7

Radio pg. 8

Television pg. 10

Roanoke Civic Center Ad Program pg. 11

MEDIA OBJECTIVE

The Roanoke Civic Center Marketing Plan for 2012 is designed to create heightened awareness of the 2012 Civic Center events taking place. In order to promote the events the demographic focus changes based on the type of show/event coming to the Civic Center.

I. MEDIA STRATEGIES

TARGET AUDIENCE: Varies depending on event

MEDIA: Television, Radio, Cable, Print, Out-of-Home, Internet, Grassroots

2

GEOGRAPHY: Roanoke DMA

➢ MARKETING WINDOW: April 2012- December 2012

➢ TOTAL GROSS BUDGET:

➢ TOTAL NET BUDGET:

➢ TOTAL NET BUDGET MINUS ORGINAL SEASON BUDGET (a.ka. NEW MONEY):

II. MEDIA SELECTION

In order to utilize budget at an optimal level, the media mix is determined by two main factors. The first factor is the medium’s ability and efficiency in reaching the target audience. The second factor is the promotional/trade support and PR opportunities made available by incorporating each medium into the mix. The Recommended Media Mix encompasses both traditional and non-traditional forms of advertising. The media mix is as follows: television, radio, cable, print, out-of-home, Internet, and grass roots.

IV. MEDIA RATIONALE

TELEVISION

□ More time spent with television than any other medium

□ Consumer’s main source for news, entertainment and general knowledge

□ Audience selectivity with program type

□ Intrusive nature creates high impact

□ Reaches consumer at home in a relaxed atmosphere

□ Sells a family message

□ Has an aura of importance-- prestigious medium enhancing the Phantoms’ image by its use

RADIO

□ Select audiences provided by stations with distinct programming formats

□ Builds frequency at lower cost per point than television

□ Ability to reach women driving to and from work and/or at the workplace as well as

“at-home” moms maneuvering through their day

□ Partnerships with stations provide for added value promotional opportunities

□ Cost efficiency

CABLE

□ Provides targeted programming by networks

□ Visual appeal

□ Reaches an attentive and loyal audience with specific programming

□ Approaches viewers in right mindset to accept message

□ Opportunities for trade and “On-Demand”

➢ PRINT

□ Consumer actively seeks out information through this medium

□ Ability to expand on the message with specific details

□ Visual appeal with the right creative

□ Reaches older end of demo

□ Ability to strategically place ads in entertainment and sports sections

➢ OUT-OF-HOME (Billboards, Bus Backs, etc)

□ Awareness medium

□ High impact with the appropriate creative and locations

□ Reaches mom and kids when they are out of the home

□ Bus Backs reach beyond central Philadelphia to suburban families

➢ INTERNET

□ Ability to build customer database

□ Reaches younger end of demo as well as the secondary demo, the kids

□ Used for fact-finding and entertainment

□ Used by the consumer at home and at work

□ Ability to expand on message and create secondary messages

➢ GRASSROOTS

□ Adds “human element” to the campaign and direct person-to-person contact with consumer

□ Ability to go out into the community and let consumer experience the product first- hand

□ PR and Group Sales opportunities at appearances

□ By using CMD program, nominal cost

□ Ability to target into specific neighborhoods, malls, and community events

Market Demographics

Location is a critical factor to consider for a successful show. Roanoke, located in Southwestern Virginia, is the one of the largest metropolitan areas in Virginia and ranks 67th largest population in the Country. Roanoke is a hub of transportation, finance, and industry for the southwestern part of the state. The scenic beauty of the Roanoke Valley, located between the Blue Ridge and the Virginia Alleghany Highlands, makes the city a pleasant as well as an economically diverse place to live and work. The city's position on the East Coast gives it ready access to close to two-thirds of the total population of the nation within a radius of 500 miles.

The Roanoke Civic Center is located on the edge of the historic downtown community.

|Facts |Roanoke-Lynchburg |

|Population |1,104,205 |

|College Graduates 25+ |21.9% of population |

|Households |42,833 |

|Average Household Income |$45,356.00 |

|TV viewers 35+ |603,219 |

|Households with Television |455,860 |

|Cable Penetration |40.1% |

|Radio listeners 35+ |274,000 |

|Race |White: 82.3% |

| |Black or African American: 15.1% |

| |Asian: 1.4% |

|Radio Demographics |TV Demographics |

|Metro Person 12+ |Persons 2+ |

|414,700 |1,035,571 |

| | |

|Teens 12-17 |Children 2-11 |

|37,100 |121,541 |

| | |

|Men 18-49 |Teens 12-17 |

|99,200 |79,866 |

| | |

|Women 18-49 |Men 18-49 |

|103,400 |222,304 |

| | |

|Adults 35+ |Women 18-49 |

|274,000 |224,709 |

| | |

|Adults 50+ |Adults 35+ |

|175,000 |603,219 |

| | |

|12+ Hispanic Pop |Adults 50+ |

|N/A |387,151 |

| | |

|12+ Black Pop |2+ Hispanic Pop |

|N/A |N/A |

| | |

|Adults 18+ |2+ Black Pop |

|377,600 |N/A |

| | |

|Men 18+ |Adults 18+ |

|177,500 |834,164 |

| | |

|Women 18+ |Men 18+ |

|204,600 |398,737 |

| | |

|Adults 65+ |Women 18+ |

|77,300 |435,427 |

| | |

|Men 65+ |Adults 65+ |

|31,400 |168,059 |

| | |

|Women 65+ |Men 65+ |

|45,900 |70,196 |

| | |

| |Women 65+ |

| |97,143 |

| | |

|Radio Market is ranked 114 |Television Market is ranked 66 |

*Based on U.S. Census Bureau – 2010

Major Competitors in the Roanoke Valley for the Roanoke Civic Center:

Salem Civic Center- The Salem Civic Center, the hub of the James E. Taliaferro Sports and Entertainment Complex, became a part of Salem’s landscape October 1967. For more than 40 years the 7,000 seat facility has welcomed a who’s who of entertainment’s brightest stars to its stage including the likes of Bill Cosby, Kenny Chesney, Lynyrd Skynyrd, Def Leppard and Larry The Cable Guy.

• Website:

Other Competition:

• Events and activities in market before, during and after event (i.e. Touring Broadway, theatre, sports, circus, festivals and events)

• Downtown Roanoke activities/facilities

• Local school’s events (Virginia Tech, Radford, etc. sporting events, performances, concerts, etc.)

Advertising and Media Buys

Print and Online

The Roanoke Times

Spend $2,137 on online & print (Roanoke Times give us package deals. Due to our annual deal, they give this exclusive to Roanoke Civic Center.

• We spent $2,137 on 2x5 color ads that will run 3-22 (Extra), 3-23 (Extra), 3-25 (Main), 5-27 (main), 5-31 (main), 6-2 (main).

Roanoke Times (Daily) the primary newspaper for Southwestern Virginia, having a circulation of 97,000 for their morning paper, and 106,000 for the Sunday paper. The primary base for the paper is in Roanoke, but they also have an office in Richmond and a bureau in Christiansburg, which covers the New River Valley and Virginia Tech area. The Roanoke Times also covers Salem, Botetourt, Blacksburg, and Christiansburg & Radford (VA).

Coverage:

Website:

|The Roanoke Times |Daily (Mon.-Fri.) |Sunday |

|Total Circulation |76,686 |106,000 |

|Total Readership |656,113 | |

City Magazine-Monthly – A complimentary, monthly magazine that covers regional arts, entertainment, and events in Southwestern Virginia. The circulation covers over 500 locations and reaches over 60,000 people in Roanoke, Salem, Floyd, Lexington, New River Valley, Botetourt, Rocky Mount, Smith Mountain Lake, Warm/Hot Springs and the surrounding areas. City Magazine also has a weekly television segment on NBC WSLS 10 known as ‘Round Town, which reveals the area’s “best bet picks” for local entertainment, festivals, concerts, and more.

|City Magazine |Monthly |

|Total Reach per month |284,000 |

Lynchburg News Advance- Daily – Daily newspaper of Lynchburg, VA that has a circulation of 35,600 on weekdays, 35,000 on Saturdays, and 41,200 on Sundays. The paper is owned by Media General and also serves the surrounding areas of Amherst, Appomattox, Bedford, and Campbell, VA.

The Roanoker – Bi-Monthly (EARLY DEADLINE) - The longest running city magazine in the state of Virginia. The magazine exhibits Roanoke Valley lifestyles, businesses, homes and gardens, and history.The magazine also features dining reviews, a monthly calendar of events, as well as guides to the Roanoke Valley.

Mainstreet Papers – A group of seven weekly newspapers here in the valley: Cave Spring Connection, The Fincastle Herald, The New Castle Record, News Messenger, Radford News Journal, Salem Times-Register and the Vinton Messenger. Each week the papers are distributed to more than 50,000 homes.

Radio

|Station |Watts |Format |Owner |

|WSLC-FM, 94.9 |98,000 |Country |Mel Wheeler, Inc. |

|WSLQ- FM- Q99 |150,000 |AC |Mel Wheeler, Inc. |

|WVBE-FM |5,000 |Urban AC |Mel Wheeler, Inc. |

|WXLX-FM |50,000 |Pop Contempary |Mel Wheeler, Inc. |

|WSFF-FM |6,000 |Adult Hits |Clear Channel Communications |

|WJJS- (Top 40) - Jammin’ JJS |14,500 |Rhythmic- CHR |Clear Channel Communications |

|WYYD- FM |19,000 |Country |Clear Channel Communications |

|WROV- FM |14,000 |Mainstream Rock |Clear Channel Communications |

|WFIR- AM |5,000 |News/Talk |Mel Wheeler, Inc. |

|WSNV- FM |5,800 |Classic Hits |Clear Channel Communications |

|WPZZ- FM |100,000 |Gospel |Radio One |

|WBRW- FM |12,000 |Rock |Cumulus Media, Inc |

Television (Network)

|WDBJ |Morning Shows: Early Morning Show, Live with Kelly, Who Wants to Be a |

|(CBS) has very strong news numbers in the market. Heritage station. WDBJ |Millionaire, The Price is Right, News 7 at Noon. |

|has sponsored various events at the Roanoke Civic Center through the years.|Mid Day Shows: The Young and the Restless, The Bold and the Beautiful, The |

|The morning news is a great PR partner with a “man about town” that will |Talk, Let’s Make a Deal, Ellen DeGeneres Show. |

|come on site to do early morning PR. AM, Noon, 5pm, 6pm & 11pm weekdays, |Evening Shows: News 7 at 5pm, News 7 at 6pm, CBS Evening News with Scott |

|8am, 6pm and 11pm on Saturday and Sunday. We will look to spend $10,000 |Pelley, Wheel of Fortune, Jeopardy, Survivor, Criminal Minds, CSI, News 7at|

|with CBS. |11pm, Late Show with David Letterman, Late Show with Craig Ferguson. |

|WSET |Morning Shows: Good Morning America, Anderson, Rachael Ray, The View, News |

|(ABC) - WSET’s main studio is based out of Lynchburg, VA so they tend to be|13 at noon, |

|considered Lynchburg’s news station. Decent news numbers. AM News, Noon, |Mid Day Shows: Living in the, The Chew, The Revolution, General Hospital, |

|6pm, 7pm & 11pm weekdays. 6pm & 11pm on Saturday and Sunday. (Must pay to |Dr. Oz Show. |

|get on noon show). We will look to spend $5,000 with ABC. |Evening Shows: News 13 at 5pm, News 13 at 5:30pm, News 13 at 6pm, ABC World|

| |News, News 13 at 7 pm, Entertainment Tonight, Missing, Grey’s Anatomy, |

| |Private Practice, News 13 at 11pm, Nightline. |

|WSLS |Morning Shows: Today, The 700 Club. |

|(NBC) – Decent news numbers. WSLS has sponsored various events at the |Daytime: Our Blue, Paid, Days of Our Lives, Law & Order, The Nate Berkus |

|Roanoke Civic Center. Quick to cover stories we send out. AM, 5pm, 5:30pm, |Show, Dr. Phil. |

|6pm, 7pm & 11pm weekdays, 6pm &11pm on Saturday and Sunday. They host a |Primetime: News 10 at 5pm, News 10 at 5:30pm, News 10 at 6 pm, NBC Nightly |

|noon show that welcomes guest and can shoot live on location. We will look |News, Inside, Community, 30 Rock, Up All Night, Awake, News 10 at 11pm, The|

|to spend $7,000 with NBC. |Tonight Show with Jay Leno. |

|WFXR |Morning Shows: Fox 21/27 Morning News, The Doctors, Swift Justice, Judge |

|(Fox-PM only) 10pm news 7days a week. News anchor Becky Freemal will do |Alex, The People’s Court, |

|“Out and About” segments with upcoming shows. Last time she traveled to |Daytime: Divorce Court, Judge Joe Brown, Judge Mathis, Family Feud, The |

|another market to view Alegria ahead of time. If anyone is from VA, |Doctors |

|reporter, John Carlin, may cover them for his “John Carlin’s Virginia” |Primetime: Judge Judy, Two and A Half Men, The Big Bang Theory, American |

|Segment (every other Tuesday). |Idol, Touch, Fox News 21/27 at 10pm, Access Hollywood |

| | |

| | |

*The Civic Center has had more success with NBC, ABC, and CBS.

Television, cont.

o Comcast Cable –Dominant cable provider for the surrounding markets- Covington, Suburban Roanoke, Lynchburg, Lexington, Southside, Franklin-Bedford County, Henry County, and the NRV.

o Cox Cable – (Roanoke Region) Dominant cable provider for the Roanoke market proper

• On-Demand- Roanoke On DEMAND provides a multi-media opportunity that that will enhance your advertising portfolio and distinguish your products and services from the competition.

|Households |Wired Cable Households |Cable Penetration |

|455,860 |182,950 |40.1% |

|Name |IC |Insertable Areas (Syscodes) |

|COMCAST |* |9 |

|AD SYSTEMS | |2 |

|PRIME MEDIA | |2 |

|SUDDENLINK MEDIA | |1 |

Roanoke Civic Center Ad Program

In House Advertising (Ad Program)

This following will outline in house promotions for most events held at the Roanoke Civic Center. This entitles the event to inclusion in all of the following for a fee of $1,500 net. The overall advertising value that each event receives will exceed the fee, worth a minimum of $31,000.

Advertisement Program Elements for a fee of $1,500 net

• Outdoor

o Electronic Billboards

▪ (2) “Lamar Electronic Billboards” will provide two (2) of the four (4) billboards with locations in busy intersections around Roanoke

• Locations:

o US RT. 220 @ 4118 Franklin Rd

o 330 Elm Ave.

o 723 Orange Ave at Hollins Intersection

o 3008 Peters Creek Rd.

▪ Show information will be active on the digital billboards for one month (month TBD at promoter discretion). Show information will show up 10 seconds of every minute on each billboard and 1400 impressions per day.

o Marquee

▪ Event listing on two large Marquee’s at the front of the Roanoke Civic Center(Williamson Rd.) and on I-581

o Total Outdoor Value = $9,000

• In House Marketing

o Posters

▪ Fifty (50) event specific posters will be printed in house for the event

▪ Event listing in 5 locations around civic center and lobby

▪ Event listing in Performing Arts Theatre on front door windows

▪ Ability to place advertisements on tickets printed at home for all events at the Roanoke Civic Center

▪ We will create a window display in the Box Office lobby to promote the upcoming event to patrons in our facility

• Window displays include: Swag, Posters and other show related items

o Concourse TV’s

▪ Inclusion in Upcoming Event Loop played on all TV’s (4) throughout the arena during all events

o Collateral Distribution

▪ Handbill distribution on our 3 marketing tables around Coliseum, Performing Arts Theatre, and Special Events Center

▪ Handbill distribution as the audience leaves another show with the same demographic

▪ Calendar of events sheet for all guests

• The event information and how to purchase tickets will be included

▪ All marketing collateral to be provided by show/promoter

o On Holds

▪ If customer is put on hold they will be able to hear about upcoming events

• We will include your event information and how to purchase tickets

▪ Show announcements during RCC events

o Total In House Marketing Value = $6,000

• Internet

o Cyber Club

▪ Minimum of one (1) stand-alone email blast featuring a pre-sale and/or special offer to over 39,000 opt-in members of the RCC Cyber Club.

▪ Inclusion in other upcoming show Eblasts to our 39,000+ Cyber Club members

o

▪ Inclusion as featured event on RCC homepage

▪ Listed as upcoming event on website calendar

▪ Group Sales packages listed on Group Sales Page

o Social Networking Sites

▪ Facebook – listed on RCC facebook page (over 12,000 fans)

• Create event specific facebook contests and give-aways

▪ Twitter – information and announcements on the RCC twitter page (1,600+ Fans)

▪ Blog – include event in our Behind the Scenes Blog about that specific event (sent to all Facebook and Twitter fans)

o Email Signatures

▪ Event included in upcoming events listed in outgoing employee emails

o Arena Partners

▪ Contesting/Exposure on Partner websites (based on show & availability) including, but not limited to, the City of Roanoke website, and universities

o Total Internet Value = $ 6,500

• Grassroots

o Street Team

▪ Targeted distribution of collateral throughout all Roanoke and the New River Valley

▪ All marketing collateral to be provided by show/promoter

▪ All mileage to be reimbursed by the show/promoter

o Third Parties

▪ Opportunity to utilize RCC partnerships and relationships in the area to promote show to the ideal demographic

o Total Grassroots Value = $5,000

• Public Relations

o Distribution of press releases/media advisories to comprehensive list of Roanoke/New River Valley media outlets and contacts (TV, Radio, Print)

o Feature story and advanced interview pitches to local print publications, radio stations, and TV stations (based on availability of performers)

o Execution of media drops when applicable

o Event announcements and in game promotions during Virginia Tech Hockey games

o Total PR Value = $2,500

o TV Eyes

▪ Through the use of “TV Eyes,” we are able to track all mentions of your show on television in the Roanoke Market

▪ We can download and edit all of these clips to provide you with a full report of on air mentions in our market.

▪ Total TV Eyes Value= $2,000

Total Value = $31,000

Cost to Promoter = $1,500

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