360° Brand Engagement Presented by Munson Steed • (404) 635-1313 ext. 113 • [email protected] Steed Media Is… DIGITAL PRINT •… a multimedia powerhouse with national reach. •…a year-round print presence in 19 of the top 25 urban DMAs •…a specialist in localization and nationalization, thanks to our network of city managers MOBILE SOCIAL •…an ideal urban marketing extension specializing in 360 degree integration and partnerships
What Steed Media does… CUSTOM VIDEO ON • Custom publications PUBLISHING & DEMAND •Editorial Development INTEGRATION • Direct consumer engagement opportunities • Public Relations •Marketing and Brand Strategy •Content Propagation PHOTO & •Facilitation of app, software and technology EVENTS VIDEO development SERVICES •On-Demand cable exposure • Custom microsite design and management • Television production •We turn ideas into profits! A M E D I A A N D BRANDING SOLUTION
360° Degree Integrated Engagement of the Urban Consumer Print The nation’s largest chain of African-American newspapers, in 19 of the Top 25 AA markets.
Events/Promotions Aimed at producing brand-engagement experiences, onsite activations and purchase activities.
Digital Original content that rides the pulse of Urban America.
Mobile Site Keeping Urban America’s lifestyle elements at their fingertips…even on the go
Custom Publications Using the power of relevance to drive brand consideration.
Video On Demand Harnessing the power of an engaged audience. A M E D I A A N D BRANDING SOLUTION
Audience Demographics A M E D I A A N D BRANDING SOLUTION
At nearly 40 million, the African- American population represents more than 13% of the U.S. population, is growing faster than the general population, and is experiencing faster income growth than the rest of the population. The nation’s largest chain of African-American newspapers. rolling out is Urban America’s preferred lifestyle resource. Because of our dedication to showcasing and celebrating the urban community, our readers look forward to seeing positive images of themselves reflected within our pages. Our audience is made up of singles, mothers, professionals, students, families and urbanites of all walks, all of whom recognize rolling out as the arbiter of the elements that matter in the urban space. Like general-market readers, African-American readers in the desirable 18-44 age group are less likely to read traditional newspapers. rolling out creates original content aimed at today’s stylish, active African-American consumers. • A weekly print edition publishing 1.2 million copies in 19 of the Top 25 African-American markets. • Aimed at the upwardly mobile, career-oriented urban professional.
Forty percent of the African-American • Original profiles of today’s urban executives, thought leaders, population is concentrated in 10 DMA’s. entertainers, trendsetters and tastemakers. • Relevant to the lives of its readers in the workplace, finance, fashion, music, film, Sources: African-American/Black Market Profile, Magazine Publishers of America, 2008; Targeting African Americans, TV, sports, health, beauty, automotive and more. Newspaper Association of America, 2008 A M E D I A A N D BRANDING SOLUTION
Circulation & Distribution A M E D I A A N D BRANDING SOLUTION
The cornerstone of our connection with the urban community is the fact that we live with the audience that we represent. We are equipped to tell their stories because they are our stories as well. This kinship gives us uncommon insight into the interests and touchpoints that drive the urban and multicultural spaces. That insight has led to the development of a range of engagement programming that speaks directly to every segment of our audience. Author & TV personality, Fonzworth Bentley served as one of our celebrity hosts during the Prime Time Tour, a partnership with Gillette supporting the launch of their Every custom designed Steed Media engagement Fusion MVP grooming system. experience yields the opportunity for benefits including:
• Pre and post event coverage in print and online • Video wrap-ups • Multimedia promotion •Measurable social media campaigns including Twitter, Facebook and Instagram Singer/songwriter, Miguel lights up the stage at • Opportunity for signage, data collection, one of our private showcase in Atlanta. lead generation, sampling • Appearances by notable personalities • Opportunity for live streaming to the web
Actor, Laz Alonso, served as our celebrity ambassador for our national Learn It Live tour. A M E D I A A N D BRANDING SOLUTION
The Future of Urban is Digital and Mobile The internet is an equalizing force, creating a level playing field in which compelling content gets noticed. Our digital programming and strategies maximize this leverage to deliver the strongest online presence and produce opportunities that create and enhance awareness around your brand. The Steed Media Digital Network extends the reach of your digital messaging even further. By creating a community of sites that touch every segment of Urban America, we are ideally positioned to serve as your digital urban marketing extension. Our digital marketing capabilities include: •Creation & management of custom microsites •Online contests and sweepstakes •Digital strategy development •Social media strategy development and execution •Local, regional and national e-blasts •Viral content propagation: the distribution of content to the online destinations that reflect your audiences’ primary touchpoints •Ad and content placement throughout our digital network www.rollingout.com
Banner Ads Monthly unique users: 2 million+ 280px x700px Newsletter sample Monthly Page Views 10.5 million+ Page views per visit: 4.53
Minutes spent on site: 2:39
Female / Male 61 / 39
% Age 18-49 65
Children in Household 51%
$ 60,000+ HHI 43 %
College/Postgraduate 54 %
Sources: Google Analytics A M E D I A A N D BRANDING SOLUTION
Custom Digital Publication
The key is relevance. We provide the expertise, access and execution necessary to create and distribute branded publications that are relevant to the lives of today's urban professionals. Custom publications make a powerful brand impression as a stand-alone product. However, that impact is amplified exponentially through content propagation: a process that takes the individual components of your custom publication and secures placement for them on the online destinations that reflect your target audience’s drivers and touch points.
Each of our titles represents its own brand which can be supported by companion components like websites and events/tours. Custom publication clients include American Family Insurance, Toyota, Gillette, American Airlines, Ford, McDonald’s and the American Diabetes Association. A M E D I A A N D BRANDING SOLUTION
Custom Publication
What is a custom publication? •A proprietary, brand-centered print and/or digital product •A collection of targeted custom content that blends your brand messaging with your audience’s touchpoints
Custom Publications allow you to… The Class and Flash editions of The Striver’s Guide were created to •…grow your business, increase sales, connect with consumers and create Toyota’s particular specifications, down greater brand trust and differentiation. to the original content and photography. •…deliver innovative, targeted content directly to your target consumers within a context that keeps them engaged •…deliver your messaging directly to your desired audience through targeted delivery on and off line
Get the Word Out… …through Digital Propagation •Content components from your custom pub are spread across the web through placement on websites frequented by your audience •Make your custom publication a digital download available through the most highly-trafficked outlets accessed by tablet computer and e-reader users …through Print Distribution In support of their Georgia launch, financial services giant, American •Available at your retail outlets, service centers and the lifestyle locations that Family Insurance, called upon us to are frequented by your target create and distribute two custom publications: one (Anasa) which •Distributed at your branded and sponsored events as well as national speaks to their African American gatherings that draw your target audience target, and another (Alegre) •Broaden distribution through partnership with local and national mainstream designed specifically for their Latino outlets base. A M E D I A A N D BRANDING SOLUTION
Meeting Viewer Demand…On Demand
On Demand media delivery services have turned viewers into their own television and video programming executives: deciding exactly what they want to watch, precisely when they want to watch it. As the only African American owned on-demand cable product, Hip Hop On Demand (HHOD), our video on demand service allows us to put your brands front and center before an audience of consumers who are already engaged and attentive. Hip Hop On Demand is the premiere video-on- demand channel programmed exclusively for young adults with sophisticated urban tastes and preferences. HHOD’s short form programs include interviews with top artists, rap and dance battles, music video mixes and comedy. Serving 45 of the top 50 DMAs, Hip Hop On Demand is an authentic destination delivering quality programming right when its audience wants it.
• Video On Demand vehicles include :15 & :30 second pre-roll commercials, long form post-roll, and marquis- style scrolling bars with text and images • Visibility to the nationwide cable viewing audience; reach 30 million households over 3 cable systems including Comcast, MediaCom and Bresnan • 5 to 7 million video impressions per month A M E D I A A N D BRANDING SOLUTION
Customizing HHOD A great part of the value proposition of Hip Hop On Demand lies in the capacity to customize your programming such that it successfully marries your audience’s interests with your messaging.
Deliver key messaging on the scrolling Run 15 or 30-second pre-roll commercials marquis on pre-selected videos. before selected content.
Program your own HHOD channel by choosing the content that reaches your audience’s touchpoints, then selecting and/or creating your own content to weave in. A M E D I A A N D BRANDING SOLUTION
You Are in Good Company: Advertisers driving Brand Awareness, Leads & Sales
AUTOMOTIVE FOOD / BEVERAGE RETAIL Chevrolet Bacardi Eye Care Centers of America Ford Motor Company Burger King The Home Depot Mercedes-Benz Copeland's Macy's Chrysler Crown Royal MetroPCS Toyota Hennessy Mall at Stonecrest (Atlanta) Jewel-Osco Target BEAUTY & PACKAGED GOODS Korbel Verizon African Pride MillerCoors Walmart Bronner Bros. International Hair Show Pepsico Bump Zapper SPORTS Colgate-Palmolive FINANCIAL Atlanta Braves Cover Girl Allstate Atlanta Dream Perfect Results American Family Insurance Atlanta Hawks Procter & Gamble Chase Atlanta Thrashers World Natural Health & Beauty Show Comerica Harlem Globetrotters GEICO NBA EDUCATION Nationwide Insurance Atlanta Technical College State Farm TELEVISION, MOVIES & MUSIC Baltimore City Community College Wachovia BET Emory University Wells Fargo Comcast Georgia Perimeter College Dimension Films National Education Association HEALTHCARE HBO Wayne County (MI) Community College Abbott Labs Fox Searchlight American Diabetes Association, Chicago Lionsgate / Lionsgate Home Video EVENTS, SHOWS & VENUES Amerigroup Community Care Nielsen Media Research Center Stage Atlanta The Female Health Co. Overture Films Center Theatre Group, Los Angeles Eli Lilly Screen Gems Brooklyn Academy of Music DeKalb County (GA) Health Department Sony Music Feld Entertainment Touchstone Pictures Ferst Center for the Arts, Atlanta MISCELLANEOUS Turner Broadcasting For Sisters Only ComEd TVOne Honda Battle of the Bands D.C. Lottery Universal Studios Live Nation Georgia Power Rialto Center for the Arts, Atlanta Harley-Davidson TRAVEL / TOURISM Six Flags America Illinois Lottery American Airlines Woodruff Arts Center, Atlanta Internal Revenue Service Bermuda Department of Tourism New Birth Missionary Baptist Church (Atlanta) Delta Airlines Obama for President Los Angeles CVB The Urban League Orlando/Orange County CVB Wisconsin Department of Tourism A M E D I A A N D BRANDING SOLUTION
Case Study: Gillette Fusion Razor
TARGET: image conscious urban males, ages 21 to 45
OBJECTIVE: incite trial and trade-up to the Gillette Fusion MVP METHODOLOGY: + •Five-city tour with two events per market • Men of Style Awards – tastemaker activation recognizing the personalities that exemplify the city’s style and the grooming professional who create those looks • MVP Experience – an upscale consumer activation, hosted by celebrities in sophisticated barbershops where guests received complimentary shaves using the product •A custom microsite (http://gillette.rollingout.com) As part of our partnership, we designed, populated and managed a custom Gillette microsite full of content •13 weeks of custom editorial running nationally specifically for the urban male. •Gift with purchase promotion •National Superbowl sweepstakes •Advertising and video support •Celebrity Outreach RESULTS: •Over 92 million ER/PR impressions •Over 3000 live impressions •More than 1000 contest entries •3.7 million digital impressions •Nearly 16 million print impressions •Production of two :60 broadcast ready commercials for use on BET •Unprecedented celebrity ambassadorship The campaign also included a total of 26 weeks of custom editorial called The Playbook: a color spread that incorporated ads. A M E D I A A N D BRANDING SOLUTION
Case Study: CoverGirl Queen Collection
TARGET: Image-conscious women of color who seek to balance value & quality
OBJECTIVE: introduce target consumers to CoverGirl’s Queen Collection line and incite trial Each event incorporated Queen Collection mini-makeovers for the first 50 to 75 attendees. METHODOLOGY: •Four city women’s empowerment tour centered around our Female Success Factor Platform •Influencer participation including Grammy award winner, Chilli of TLC, celebrity blogger, Necole Bitchie and television actress, Caryn Ward •Custom editorial and video •Local and national PR •Sampling Our talent engaged directly with attendees. RESULTS: •1465 live impressions •Over 225 mini-makeovers •Digital alliances with partners in Atlanta, Baltimore, Chicago and New York yielding 538,000 impressions •Media partnerships with mainstream outlets including Wire Image, Getty Images, Creative Loafing and The Insider
Each branded editorial layout included custom content alongside a corresponding full page ad. A M E D I A A N D BRANDINGA M E D I ASOLUTION A N D BRANDING SOLUTION
Case Study: Mirror Mirror for Colgate Optic White
TARGET: image-conscious women of color; socially savvy progressive urbanites OBJECTIVES: incite trial of the Colgate Optic White line of products; generate organic celebrity ambassadorship METHODOLOGY: •The Mirror Mirror Awards - an invitation-only tastemaker activation in New York and Los Angeles recognizing personalities who play key roles in shaping the image of those Model, Tyson Beckford and Actor, cities Malik Yoba •Influencer participation including reality TV stars Toya Wright, Gloria Govan and Jennifer Williams; actors Sharif Atkins, Vanessa Bell Calloway, Kym Whitley, Kyla Pratt, Joyful Drake, Naturi Naughton and Elise Neal; supermodels Tyson Beckford and Sessilee Lopez; celebrity chef Roble Ali; and more •Colgate Optic White Beauty Lounge offering mini-makeovers •Custom editorial and video •Local and national media outreach and social media •Sampling via gift bags RESULTS: •Over 400 live impressions Actor Sharif Atkins, reality television star Gloria Govan and NBA superstar Matt •13 custom online editorial features Barnes •Coverage from national media partners including VIBE Vixen, Centric and Essence •Over a million social media impressions including those generated by our celebrity honorees and participants