MEDIA PLAN

SITUATION ANALYSIS

Client Analysis
Product
National Geographic Magazine app for the Apple iPad. It is the traditional National Geographic magazine with digital extras which includes special interactive content such as videos, infographics and more. Channel, on the National Geographic website, and in the App Store as a Recommended App. Instagram, Facebook, YouTube, and Amazon.com have also been used for promotion. Very little crosspromotion for the app has been done for the most part. map making. Subscription revenue has ______ significantly, from ______ in 1999 to ______ in 2009. Fox is expected to net NGS channel reaches about 70 million homes worldwide. ______ in 2012. Nat Geo

The multiyear cable deal with

Price
The app is free, and content is available through a $19.99 annual magazine subscription or a $1.99 monthly subscription. Single issues cost $4.99, and back issues are available starting with February 2011 issue.

Place
The app can be purchased on the App Store and Amazon.com.

Location
Available worldwide to anyone with Internet access and an iPad.

Financial Health
National Geographic is one of the largest nonprofit scientific and educational institutions in the world. It is a 501(c)(3), taxexempt organization, and assets include Nat Geo magazine, cable channel, website, book publishing, and

Budget
The official budget is ______ We look to leverage owned assets social media, and other “free” tactics. Big ideas which generate subscribers can be pitched with demonstrated payout.

Promotion
The app has been promoted in National Geographic Magazine, the National Geographic

SITUATIONANALYSIS

Industry Analysis
Reaching Readers on a Digital Platform
According to State of the Media 2012, Time Inc. reports while print remains the primary source to access magazine content, 15% of readers access their content only in digital form, while 30% read both online and in print. Print-only readers still make up the majority of readership. As illustrated in Figure 1, other content providers seem to be seeing similar trends. How consumers are accessing content translates to where revenue is coming from. PricewaterhouseCoopers estimates that in North America consumer magazines brought in just $4 million from digital circulation in 2011, and $9.2 billion in print circulation revenue.

Figure 1

Figure 2

Monetization
Despite audience growth, monetization of digital content remains a challenge (see Figure 4). Magazine publishers are using tablet subscriptions, print-tablet subscription bundles and other paid content approaches

Apps
The number of magazine iPad apps has risen sharply reaching 1,159 in early 2012, as illustrated in Figure 2. Magazines have been faster than newspapers or business publications to develop apps. In August 2011, Time Inc. announced that it would put out tablet versions of all 21 of its magazines by year end, which it successfully accomplished.

SITUATIONANALYSIS

Apple’s Impact
Apple, creator of the iPad — the first mobile tablet computer to receive commercial success, continues to shape the market for tablet applications. Apple’s decision to allow publishers to sell magazine subscriptions in iPads, rather than just single copies, has fueled many magazines to develop apps. Virtual storefronts, such as Apple’s iOS Newsstand, have helped magazine publishers grow their digital subscription bases. As illustrated in Figure 3, 47% of magazine publishers feel that Newsstand helps their businesses, while 44% are indifferent about the value of Newsstand.

Figure 3

Figure 4

Alternative Audience Growth
Apple’s Newsstand is one tool for growing audiences, but other publishers opt for launching Facebook applications to grow audiences. One such venture is Newsweek’s The Daily Beast. Publishers are also using aggregators such as Flipboard, which raise the visibility of republication. Some see aggregators as competition because they combine information from lots of different content providers into one place. Five big magazine publishers have teamed up to create the Next Issue app. Much like how Netflix works, app users will pay $10 per month to access the latest full issues of 27 magazines. For $5 more a month, users can also access a number of popular weeklies. The app provides a 30-day free trial and has received praise from TechCrunch and Forbes, which said “Magazine fans, rejoice: Next Issue, probably the easiest and most economical way for you to read your favorite titles...”

Consumers and App Usage
According to eMarketer, the number of paid app downloads will increase over the year.

SITUATIONANALYSIS

According to an eMarketer report, currently almost 80% of all tablet users have purchased apps for their tablets. This currently accounts for a quarter of all app downloads. Forty-three percent of all app downloader’s spent over $20 on apps in the last year, and 23% spent more than $50. pps between $0.99 and $2.99 will make up 96% of paid apps in 2016. When talking to tablet owners, over half expressed interest in purchasing established media content such as TV shows, newspapers and magazines. About half of the respondents who use newspaper or magazine apps on their tablets said that they would prefer to pay for apps with less or no advertising. Seventy-nine percent of people who downloaded apps paid for content. According to ComScore, tablets accounted for just 1.8% of US newspaper site traffic in May 2011. Ninety-two percent of magazine subscribers still get their publications in print and prefer print. As tablets become more popular, a growing number of consumers are considering switching their subscriptions over. More than 90% of of online newspaper readers consider news content “somewhat” or “very” valuable. However, when it comes to paying out of pocket for content , most consumers would pass. A Nielsen study found that only 36% of responded has paid or would consider paying for an internet-only news source. Adweek Media/Harris Poll study noted that only 23% of US Internet users were willing to pay for online news. Consumer attitudes toward paid content, and specifically mobile paid content, are slowly shifting. Overall all, the financial outlook for paid magazine apps looking like it is going to go up.

Figure 5
Paid vs. Free Mobile App Store Downloads Worldwide 2011-2016, in billions, according to Gartner in (000) 2011
Free downloads Paid downloads Total downloads Free as a % of total

2012 40.6 5.0 45.6

2013 73.3 8.1 81.4

2014 119.8 11.9 131.7

2015 188.9 16.4 205.4

2016 287.9 21.7 309.6

22.0 2.9 24.9

88.4% 89.0% 90.0% 91.0% 92.0% 93.0%

Figure 6

Figure 7

SITUATIONANALYSIS

Market Analysis
Market Size
Total Universe Population: 230,416,000 National Geographic Brand Universe: 30,909,668 The Apple iPad used to be the preferred tablet of choice followed by Android. As this still holds true, the number of iPad tablet users has decreased from 81% to 52% over the past year. It appears that the Apple iPad has lost many of its users to the Android. Even though the number of iPad users may be decreasing, the amount of tablet users is increasing and will continue to do so. In fact, eMarketer.com estimates the number of tablet users will increase from 34 million in 2011 to 70 million at the end of 2012.

Nat Geo Mag Total Circulation June 2012, according to ABC

Tablet Usage, Fall 2011, according to MRI

Print Digital (Replica) Digital (Non-Replica): Total:

4,097,549 134,656 9,676 4,241,881

Own a tablet: Own an iPad: Read media content on tablet in past 6 months: Read Nat Geo on Tablet:

9,692,000 8,659,000 5,142,000 1,056,000

US Tablet Users and Penetration, 2010-2015, according to eMarketer 2010 Tablet users (millions) % change % of total population % of internet users 13.0 4.2 5.8 2011 33.7 158.6 10.8 14.5 2012 69.6 106.5 22.0 29.1 2013 99.0 42.3 31.0 40.4 2014 119.3 20.5 37.0 47.5 2015 133.5 11.9 41.0 51.9

Therefore, it is imperative that Nat Geo builds an effective promotion strategy that entices users to overcome the price point by 2014.

SITUATIONANALYSIS

DOWNLOADS AMONG MOBILE DEVICE USERS
A study by eMarketer, released August 2012, compares app downloads in February 2011 and April 2012 among mobile device users in Canada. The study shows overall app download activity among smartphone users remains uniform from 2011 to 2012. Most smartphone users download an app “less than once a month.” In contrast, tablet users’ download activity varies greatly from February 2011 to April 2012. Still it is important to note that tablet users are more likely to download an app “a few times a week” than smartphone users. To gain a more accurate understanding of mobile users app behavior, it is also important to analyze how paid apps and in-app purchases affect mobile consumers.

Frequency with Which Mobile Device Users in Canada Download a New Mobile App, % of total, according to Ipsos Reid
Smartphone Feb 2011 Multiple times/day Daily Few times a week Once a week Few times a month Once a month < Once a month Never 1% 3% 8% 9% 24% 16% 36% 4% April 2012 0% 1% 7% 6% 19% 17% 48% 3% Feb 2011 2% 6% 19% 20% 27% 12% 14% 2% Tablet April 2012 1% 3% 14% 9% 21% 17% 34% 2%

PAID MOBILE APP REVENUE ACCORDING TO MOBILE BRANDS
The report featuring this forecast, App-etite for Engagement: Marketing Beyond the Browser, also notes that, “a small percentage of U.S. app

users (just 3%) are responsible for nearly one-fifth of spending either on or in apps, while more than 70% spend little or nothing.”
These statistics are originally published by ABI Research February 2012, in their “Mobile Application Business Model” study.

SITUATIONANALYSIS

Consumer Analysis
To better understand the target consumer for the National Geographic tablet app, two populations were analyzed: National Geographic Magazine readers and people who have used apps to access mobile versions of magazines. likely . Together these two demos consist of ______ of magazine app users, despite making up ______of the U.S. population. Likewise, as income drops, app usage drops as well. More than any other factor, having a high income seems to determine app usage. This trend breaks slightly with regards to age. One would expect college graduates and high-income earners to be older, but the peak age for mobile magazine app usage is ______, followed by ______ This goes against the trend of those who own tablets, mobile magazine apps are used on cellphones, of demographics. who tend to be ______. However, more than half of all which ownership does not skew toward o ______ National Geographic’s peak readership/viewership (in terms of index) lives in ______, the region holds the lowest index for app usage, at ______

Nat Geo Readers
National Geographic readership seems to be affected most by income and education — the two areas in which its readership skews most from the general population. There are currently ______readers of National

Geographic Magazine. In terms of income, the Nat Geo reader is much wealthier than average. The reader is ______ more likely to make ______ per year, and ______of all Nat Geo readers rises, so does the index. have a personal income of ______As income This figure goes hand-in-hand with the Nat Geo reader’s level of education. ______ all Nat Geo more likely to have graduated. On the other readers have attended college, and readers are ____ end, only ______of readers have not graduated from high school. Age doesn’t seem to matter with Nat Geo readers. No age demographic from 18 to 65+ has an index of under ______ or over ______, meaning the age distribution of readers roughly matches that of the U.S. Nat Geo seems to have mass appeal with regards to age.

Mobile Internet Usage Across the Populations
internet. ______ use cell phones. However, a reader device to access a magazine than a smart-phone owner. Either way, the Nat Geo reader is over ______ more likely than the U.S. population to access a magazine via a mobile device. Still, though only ______of those who use cellphones to ______of Nat Geo readers use tablets to access the who owns a tablet is five times more likely to use that

Users of Mobile Mag Apps
3.9 million people have used a mobile app to access a magazine. This use of mobile magazine apps varies most with education, income, and age. People with an income of $150,000+ are ______

access the internet have accessed a magazine via use cellphones while ______ use tablets to

cellphone, almost half of tablet users have done so. ___ access magazine apps, despite the fact that only half as many people who use the apps own tablets. As the population of tablet owners increases (as it has been), one can expect mobile magazine app usage to rise greatly.

more likely to use apps to access magazines. Those with an income of $100,000-149,000 are ______more

SITUATIONANALYSIS

Consumer Analysis
Quantitative Research
A convenience-sample survey with 35 tablet owners provided the information included here. It was particularly interesting to note that the majority of those surveyed prefer buying individual issues of magazines buying subscriptions, but that their preferred price to pay for apps is lower than the single-issue price for the Nat Geo app, which suggest they may be unwilling to buy issues for this reason.

Which magazines do you read on your iPad, and what made you purchase these apps?
“Sports Illustrated, SPIN. I already had a subscription to SI, which I could use on my iPad. I liked the layout and interactive features the digital subscription of SPIN offered.” “Entertainment Weekly, free with print subscription” “Glamour, Time, Real Simple, I already subscribed to them in the paper versions so the iPad version was free.” “Wired, Nat Geo, GQ, New Yorker, Atlantic, Sports Illustrated, ESPN, Time. Already have print subscriptions to these magazines.”

Take away: Most people have migrated from the print to the app.

SITUATIONANALYSIS

Consumer Analysis
Qualitative Research
Through in-depth interviews our goal was to uncover the motivations and barriers toward buying apps, specifically paid digital magazine, among current tablet owners. In the five interviews with a variety of individuals with tablets, not just iPad owners, we found key similarities that verified our secondary research and added some additional insight.

Reasons for Tablet Ownership
Although many of the interview respondents said they bought their tablet for business reasons, they still admitted it was very much an entertainment gadget, too. For an online professor in New York, he said the on-the-go portability really helped in stay in constant communication with his students. In addition to its practicality for his job, he excitedly shared how much he loved being able to stream movies and TV shows wherever. Mike was not the only business professional who used the iPad as a tool for work. Another respondent said he used the special software available on the iPad as an excuse to buy his tablet. He considered it a “luxury” item that he didn’t need to have, but he certainly appreciates it convenience. Another reason for owning a tablet was receiving it as a gift. One respondent said her husband bought her the Kindle since she loved to read. However, she still prefers reading the hard copy versions perhaps in part to her lack of Wi-Fi at work.

Attitudes Toward Digital Reading
For the respondents who bought their tablets themselves, they seemed more receptive to reading digital versions of books and magazines. The key advantages was the larger text, interactivity, ondemand downloading and compact size for easy portability. Although some respondents still said they preferred print versions, they did appreciate that if they wanted the next title, they could simply download it from the Apple Store or Amazon. However, barriers to the digital reading still included the preference for the hard copy and issues with technology. When asked to compared reading a digital or a print magazine, almost all of the respondents associated the tactile experience of a print magazine that could not be replaced. Then for those who had issues connecting with Wi-Fi or worried about battery life, reading the hard copy of something was not only better, but easier.

I bought it to help me with work, but it is somewhat of a guilty pleasure for me. I absolutely love media. I love movies, TV shows and because of Netflix I can watch them whenever. Since I am constantly doing things, my free time could be 11:00 a.m. or 2:00 a.m. I have to have flexibility.

SITUATIONANALYSIS

Competitive Analysis
In our research, Smithsonian Magazine, Popular Science, and Popular Mechanics were the main applications that stood out that may have an effect on National Geographic. While Apple and the App Store do not release share and download data, we can look at price point and comparison of features.

Store Appearance Nat Geo (ranked 8th on top grossing newsstand apps)

Reviews

Issue Ratings Ratings

Review Content

• •

Looks very nice Up-to-date with descriptions of the features from the current issues No special design Looks very bland It is up-todate though

• •

91 this version 4,085 total

• •

3 this version 3 total

Current: 26 5-star 31 1-star Total: 1,530 5star 1,148 1star

• • • • • • •

Beautiful photos Free with subscription Don’t understand why it’s not free Other people say it’s common sense that you don’t get a magazine for free Like the special features, says it goes the extra yard Retina support is subpar Everyone seems frustrated

Smithsonian (ranked 164th)

• • •

• •

34 this version 136 total

• •

3 this version 2.5 total

Current: 11 5-star 14 1-star Total: 43 5-star 60 1-star

Popular Mechanics (ranked 16th)

• •

Not up to date Looks very bland

• •

0 this version 300 total

2.5 overall

Total: 468 5-star 954 1-star

• • •

Slow to download Graphics are subpar No retina display

Total Year subscriptions subscription Nat Geo Smithsonian Popular Science Popular Mechanics ______ 2,075,114 1,301,695 1,224,228 $19.99 $19.99 $14.99 $19.99

Month subscription $1.99 $1.99 $1.99 $1.99

Single issue $4.99 $3.99 N/A N/A

app-exclusive content Yes Yes No Yes

SITUATIONANALYSIS

SWOT Analysis
Strengths • Name recognition (one of world’s largest nonprofit scientific and educational institutions) • Leveraging owned assets: magazine, channel, etc. • Easy accessibility of app • Extras and special interactive content • Great demos currently reached by Nat Geo Opportunities • Tablet owners’ interest in purchasing media content (i.e. newspapers, magazines, TV shows) • Shifting attitudes towards paying for digital • Virtual storefronts like Newsstand • Increasing tablet and smartphone sales • Flipboard • • • • Weaknesses • Little promotion done to this point • Nat Geo website difficult to navigate • Brand differences between mag and channel

Threats Declining print subscription revenue Increasing types of tablet OS systems Next Issue platform Subscribers’ preference for print versions • Preference for free apps • Flipboard

MEDIA PLAN FOR NATIONAL GEOGRAPHIC SUBSCRIBERS

OBJECTIVES &

STRATEGIES

MARKETING OBJECTIVE
Get a ______ increase in total app downloads

ADVERTISING OBJECTIVE
Show current Nat Geo subscribers the added benefits (extra content, interactivity, etc.) of reading the magazine on an iPad

MEDIA OBJECTIVE
Leverage owned media to get ______ of the current Nat Geo subscribers who own iPads to download the app

WHO
Current Nat Geo readers who own iPads

WHAT
Owned media that reach current subscribers – the magazine,

website, social media, cable channel, email

WHEN
Leverage when new magazines are sent to subscribers to prompt them to download the app for extra content

WHERE
Nationally, both online and offline

HOW
$ ______ budget Reach our target any time they interact with Nat Geo content

TACTICS
SOCIAL MEDIA
• Post Instagram pic about the app
• 594,000 followers • Post pictures that correlate with stories that have extra content in the iPad app. Link to download app. • Day of drop and five days after

• Tweet about the app
• 2.7 million followers • @natgeo: In this month’s issue, we talk about elephants in Queen Elizabeth Park. To see videos of the elephants, download the iPad app. [link] • Day of drop and five days after

• Post on Facebook about the app
• • • • 12 million likes Show teaser videos of iPad content Link to download app Day of drop and five days after

ONLINE
• Send emails about app to subscribers • Place ads on Nat Geo’s own website

MAGAZINE
• Mention app on front cover of magazine • Full-page editorial about app (QR Code) • Have author mention at end of article
• “To see interactive content about this article, download the National Geographic app...”

• Wraps on magazines • Inserts in magazines

APP
• In-app pop-ups encouraging readers to rate and review the app in the App Store for the chance to win a Nat Geo jacket

TV
• Keep TV production costs down by having hosts/narrators mention app
• Example: Explorer • Stay away from brand-inconsistent shows • “Get more from Nat Geo by checking out our app...”

• Use credits at ends of shows • Advertise app on bottom of screen during show
• Continuously running throughout all of Nat Geo’s shows

MEDIA PLAN FOR TABLET OWNERS

OBJECTIVES &

STRATEGIES

MARKETING OBJECTIVE
To increase National Geographic tablet app subscriptions in the United States by ______% ( ______).

ADVERTISING OBJECTIVE
Get existing tablet owners to purchase a yearly subscription of the National Geographic app.

MEDIA OBJECTIVE
Get ______% of the ______ Curious Travelers purchase a yearly digital subscription of National Geographic.

WHO
Curious Travelers - Current tablet owners who have graduated from college and earn more than $75,000 a year. This is a psychographic target, but ideally, members of this group are within the age range of 35-54. Curious Travelers are business travelers, and they are considered ambitious business professionals. They are in a comfortable place in their career, climbing upward, and they consider themselves successful. Members of the target are familiar with National Geographic magazine because of its prominence and popularity when they were growing up. They have disposable time and income and are interested in traveling, photography and other cultures. They are passionate about learning. Curious Travelers care about how others perceive them and want to make a good impression. Curious travelers are technology savvy. As heavy smartphone and tablet users, they check email, access content on the Internet and play games on these devices. Curious Travelers are reading things online because its convenience fits their busy lifestyle . Technology is both a source of

CURIOUS TRAVELER

WHEN
This is a year-long campaign with a three month test period, September-October. Based on a successful test period, our next period is January - March and then April - June. We are avoiding the family travel months: December, July and August.

WHERE
Geographically, our campaign targets Delta Airline’s major travel hubs for business professionals - like New York City, Atlanta and Minneapolis for our first test period.

New York City

Atlanta

Minneapolis

Because we aim to target business travelers during their trip, our campaign will catch Curious Travelers in airports as well as at Marriott hotels (lobbies and rooms). This campaign focuses on places where the target has down time and have access to wifi to easily download the National Geographic app. Our next test periods will focus on American Airlines hubs in Dallas, Los Angeles and Chicago, and U.S. Airways hubs in Philadelphia, Phoenix and Washington D.C.

?

WHAT

National Geographic will mainly use outdoor/nontraditional tactics to reach Curious Travelers when they’re traveling. These tactics will catch them when they have free time to read through the app. Word-of-mouth tactics will also be considered in order to increase talk about the cool, interactive features the app offers.

HOW
Because Curious Travelers are at terminals and common travel locations often, we’ll be reaching them with high frequency tactics. This campaign has low reach because we’re focusing on a very specific group of business travelers.

TACTICS

GIFTING
• As an incentive to purchase the National Geographic yearly subscription, when a Curious Traveler buys a subscription as a gift for a friend, family member or coworker, they will receive a free one for themselves. • This promotion is the call-to-action featured in each of the tactics. National Geographic will feature this gifting

RATIONALE
‣ Not only does National Geographic get one reader, but they’ll also receive another reader who the gifter believes will enjoy the magazine. Because of this, this tactic has high reach. ‣ Being able to give someone something has a positive, special association. A Curious Traveler will take advantage of this opportunity to give a National Geographic subscription to someone they know will enjoy it as much as him/herself. In return, the person receiving the gift is grateful. And, since the magazine app was referred to by someone they know well, they’re more likely to read the content and appreciate the interactive features.

BOINGO WIRELESS SPONSORSHIP
• When Curious Travelers are visiting airports and hotels in our targeted cities (Atlanta, Minneapolis and New York City), they’re most likely using Wi-Fi on their tablets. So, National Geographic sponsors Wi-Fi through Boingo Wireless. • After accessing the Internet, Curious Travelers are directed to a splash page which features a National Geographic video. The creation of the video is assisted by Boingo. • Curious Travelers will see a video that shows the cool, interactive features of the National Geographic app to intrigue them into purchasing the app once they access the Web. The video will also contain a call-to-action and promote National Geographic's limited time gifting. • National Geographic will have a full ad experience for Curious Travelers. A billable engagement through Boingo includes ๏ At least 15 seconds of a video ๏ If the user watches the full video ๏ If the user makes it onto a real Wi-Fi session

RATIONALE
‣ While sitting in an airport or hotel, Curious Travelers want to browse the Internet and are going to try to access the WiFi. Boingo Wireless is a reputable public company that provides global Wi-Fi services. They have more than 400,000 hotspots worldwide, including hundreds of airports and thousands of hotels. This is a reliable source of Wi-Fi that Curious Travelers have to go through in order to access the Internet that they want. ‣ Because there is a login process to access Wi-Fi, National Geographic captures Curious Travelers at the point when they’re trying to use the Web. We have their attention for at least 15 seconds on the splash page to promote what the app has to offer. ‣ Curious Travelers want to access the Web, so we’re grabbing them as soon as they enter it. And, we’re targeting Curious Travelers not only when the Internet is accessible, but also when they have time to download and browse the National Geographic app.

AIRLINE LOUNGES
• National Geographic will partner with Delta Airlines to promote their app and reach Curious Travelers. Specifically, we’ll be targeting airports in three large cities: ๏ Atlanta: Hartsfield-Jackson
๏ Minneapolis: St. Paul ๏ New York City: JFK

• In each of the respective cities, Curious Travelers will see various advertising in the Delta Sky Club. Based on the Executive Media Network, we’ll be using the following advertisements: ๏ Framed portrait posters
๏ Experiential campaigns ๏ HD display ads

• The ads will show off the the apps interactive features and include a call-to-action to purchase the app as well as promote the gifting tactic.

RATIONALE
‣ Curious Travelers are constantly traveling for business. In fact, according to Executive Media Network, the average business traveler that comes into their reported lounges visit clubs about 5 times per month. ‣ These airline lounges are a good place to reach our target frequently since they’re visiting these locations often. EMN also reported that these average visitors are our target - upper-class business travelers. When they visit the lounges, their stay lasts about 1 hour and 41 minutes each time. ‣ Targeting airline lounges catches Curious Travelers during their free time - when they’re sitting around, waiting for their flight. ‣ The experiential campaign, specifically, let’s Curious Travelers actually interact with the National Geographic app. Letting them try out the engaging features can encourage them to purchase the app later. ‣ The framed portrait posters and the HD display ads increase awareness. When Curious Travelers are in these airline lounges, they’ll see these ads frequently to

HOTELS
• National Geographic partners with Holiday Inn hotels in our targeted cities: Atlanta, Minneapolis and New York City. Specifically, we’ll be utilizing the following hotels:
๏ Atlanta - Atlanta Airport Marriott ๏ Minneapolis -Minneapolis Airport Marriott ๏ New York City - New York LaGuardia Airport Marriott

• Hotels in Atlanta, Minneapolis and New York City all offer airport shuttles that cater to Curious Travelers and are less than 10 miles away from the airport. • Stickers are placed on the cover of USA Today newspapers. These papers are delivered to each room in the hotel. The sticker promotes the National Geographic app as well as the gifting opportunity. • There will be National Geographic branded table toppers with an attention grabbing photo and the same type of promotion featured on the sticker.

BIG IDEA
• National Geographic will partner with Marriott to transform a Marriott hotel into a National Geographic adventure. • National Geographic will decorate the lobbies, hotels rooms and elevators to give a Curious Traveler an unexpected adventure. • In return for Marriott letting us transform their hotels, they will receive free full page 4C ad in National Geographic which is worth $236,730

RATIONALE
‣ After a long day of meetings and travel, Curious Travelers go to their hotel to relax and unwind. We want National Geographic to be apart of that relaxation period. ‣ USA Today is a newspaper that is delivered to rooms in the mornings and is available in the hotel lobby. Since Curious Travelers’ mornings are a “me time,” taking advantage of daily newspapers they’re most likely going to read offers high reach and frequency. ‣ Also, since these Curious Travelers usually travel alone for business, they’re most likely going to take the USA Today with them to breakfast to read while eating. They’ll also see the table toppers during this down period as well. We’re capturing Curious Travelers at this prime time when they’re relaxing and have the extra time to browse through things.

BUDGET

This campaign will run in three month intervals. The total estimated cost for one month for all the tactics would be $ ______ for ______ impressions. We estimated the total cost per month for each tactic: • Boingo: $ ______ for ______ impressions for ______ days a month • Airport Lounges: $ ______ for ______ impressions per month • USA Today: $ ______ for ______ impressions for business days during each month • Table Toppers: $ ______ for ______ impressions per month For a three month period, this campaign would cost $86,542.80 for 507,981 impressions.

SUCCESS MEASUREMENT
Success will be measured by the amount of subscriptions bought each month. The minimum numbers of yearly paid subscriptions needed varies by tactic: • Boingo: ______% ______ subscriptions) of the total impressions per month • Lounges: ______% ( ______ subscriptions) of the total impressions per month • Marriott hotels (USA Today and table toppers): ______% ( ______ subscriptions) of the total impressions per month By reaching the Curious Traveler frequently and at specific touch points we anticipate our subscription rate will be higher than our benchmark for success. • Boingo: ______% ( ______subscriptions) of the total impressions per month • Lounges: ______% ( ______subscriptions) of the total impressions per month • Marriott hotels (USA Today and table toppers): ______% ( ______ subscriptions) of the total impressions per month This would mean a total of ______ new subscribers per month which will bring in a net income of $ ______ per month.

LONG TERM
If the test run goes well, we plan on implementing the campaign during the following months in the following cities:

Months January - March

Airline American Airlines

Cities Dallas/ Fort Worth, Los Angeles, Chicago O’Hare Philadelphia, Phoenix, Washington D.C.

April - June

U.S. Airways

This campaign will not only reach Curious Travelers, but their friends and family who have received a National Geographic subscription as a gift as well. This will double the amount of people seeing the magazine. We are estimating a 40% renewal rate for Curious Travelers, their friends and family.

Sources
Apple App Store. Audit Bureau of Circulation. The Top 25 U.S. Consumer Magazines for the First Half of 2012. Audit Bureau of Circulation News Bulletin Connections. 7 Aug. 2012. Web. 30 Oct. 2012. <http:// accessabc.wordpress.com/2012/08/07/the-top-25-u-s-consumer-magazines-for-the-first-halfof-2012/> Bercovici, Jeff. "A Netflix For Digital Magazine Subscriptions. Will It Work?" Forbes. Forbes Magazine, 03 Apr. 2012. Web. 13 Nov. 2012. <http://www.forbes.com/sites/jeffbercovici/2012/04/03/a-netflix-fordigital-magazine-subscriptions-will-it-work/>. Boyle, Cathy, Tobi Elkin, Christ Keating, and Lauren McKay. Tablet Advertising: Volume and Engagement Levels Jump Up. October 2012.EMarketer.com. Web. 30 Oct. 2012. <http://www.emarketer.com> Elkin, Noah. "Is Mobile the Next Newsstand?" EMarketer. N.p., 27 May 2010. Web. 27 Oct. 2012. <http:// totalaccess.emarketer.com/Article.aspx?R=1007731&dsNav=Ntk:basic%7cpaid+magazine+app %7c1%7c,Ro:9>.  "FAQs." National Geographic. Web. 28 Oct. 2012. <http://www.nationalgeographic.com/explorers/ support/faqs/>. Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings. Rep. Audit Bureau of Circulations, Nov. 2011. Web. 28 Oct. 2012. <http://www.accessabc.com/pdfs/mobile2011.pdf>. Ha, Anthony. "Next Issue Media, The Netflix For Magazines, Comes To The iPad." TechCrunch. N.p., 9 July 2012. Web. 13 Nov. 2012. <http://techcrunch.com/2012/07/09/next-issue-media-the-netflix-formagazines-comes-to-the-ipad/>. Matsa, Katerina-Eva, Jane Sasseen, and Amy Mitchell. "Magazines: Are Hopes for Tablets Overdone?" State of the Media. Pew Research Center, n.d. Web. 28 Oct. 2012. <http://stateofthemedia.org/2012/ magazines-are-hopes-for-tablets-overdone/>. MRI+ MediaMark. Fall 2011 Product Report. Electronics: E-readers/Tablets - Brand personally own. Retrieved October 30, 2012, from MRI+ MediaMark. MRI+ MediaMark. Fall 2011 Product Report. Electronics: E-readers/Tablets - Media read using. Retrieved October 30, 2012, from MRI+ MediaMark. MRI+ MediaMark. Fall 2011 Product Report. Electronics: E-readers/Tablets - Personally own. Retrieved October 30, 2012, from MRI+ MediaMark. National Geographic Consolidated Media Report. Rep. Washington: June 2012.Audit Bureau of Circulation. Web. 30 Oct. 2012. <http://abcas3.accessabc.com/edata/default.aspx>

"Paid vs. Free Mobile App Store Downloads Worldwide, 2011-2016 (billons)." EMarketer. N.p., 11 Sept. 2012. Web. 27 Oct. 2012. <http://totalaccess.emarketer.com/Chart.aspx? R=126304&dsNav=Ntk:basic%7cpaid+app+trends%7c1%7c,Ro:0>.  Pogue, David. "A Buffet Of Magazines On a Tablet." Editorial. The New York Times 28 Apr. 2012, B1 sec.: n. pag. The New York Times. The New York Times, 12 Apr. 2012. Web. 28 Oct. 2012. <http://www.nytimes.com/2012/04/12/technology/personaltech/the-next-issueapp-a-buffet-of-magazines-state-of-the-art.html?pagewanted=all>. "Tablets Show Content Monetization Potentia." EMarketer. N.p., 11 July 2011. Web. 27 Oct. 2012. <http://totalaccess.emarketer.com/Article.aspx?R=1008488&dsNav=Ntk:basic %7cpaid+magazine+app%7c1%7c,Ro:3>. 

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.