2015 TBBA presentation
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April 11th - 26th It’s because of our partnership that we are able to do what we do. Here’s what we did together! PROOF OF BENEFIT
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2015 Tampa Bay Builders Association Parade of Homes Presentation Tampa Bay Times
Transcript of 2015 TBBA presentation
April 11th - 26th
It’s because of our partnership that we are able to do what we do.
Here’s what we did together!
PROOF OF BENEFIT
April 11th - 26th
PAGE 3
Dear Tampa Bay Builders Association:
Over the last several years, our combined efforts – with the Parade of Homes in particular – have been nothing shy of a winning collaboration and execution. We have thoroughly enjoyed working diligently to provide the TBBA an award-winning multimedia approach to what is undoubtedly the largest event of the year.
To show our appreciation and reflect on our collaborative success, we’re proud to present this comprehensive recap of our most recent (2015) Parade of Homes media strategy and guidebook. We thought it would benefit all parties involved to review the full depth and value of what the Times was truly pleased to provide the TBBA, as well as the builders and end consumers in our community.
At the Times, we pride ourselves on being THE reliable source of news and information to the many communities we reach, and as a result, welcome all opportunities to share our indispensable audience with valued partners. With that said, we want to thank you again for your partnership and the many memorable experiences that came with it. We wish you all the best in your current and future endeavors!
Sincerely,
Bruce FaulmannVP Advertising and Marketing
Grace HamiltonSr. Real Estate Advertising Executive
Michelle MitchellSr. Advertising Manager
Ligia CerveraReal Estate and Recruitment Manager
April 11th - 26th
PAGE 4
• Laura Kennedy, imortgage, Chair• Claudette Kelsey, Homes by WestBay, Vice Chair• Grace Hamilton, Tampa Bay Times, Vice Chair• Robert Paredes, imortgage• Ryan Dougherty, Standard Pacific Homes• Karen Larsen, Standard Pacific Home• Johanna Seldes, Interior Design Consulting• Jane Koy, Hillsborough Title• Linda Kosic, ProSource of Tampa• Janice Snow, Homes by WestBay• Kenny Gannon, imortgage• Nikki Armas, Ameristrength• Ben Millar, Solar City
• Barry Burich, Dream Custom Homes• Matt Burich, Dream Custom Homes• Terri Williamson, Laker/Lutz News• Shari Hansel, hhgregg• Kelly Ann Vickers, KW Property Management• Felix Menendez, Famous Tate• Carmine Ruggerio, Third Federal Savings• Scott Carter, FBC Mortgage• Gayla Lees, The REAL Connection Marketing Group• Jim Shaeffer, Real Reach Marketing• Erika Stanley, CEA Marketing
A resounding THANK YOU to the Parade Committee Members and TBBA Staff for helping to make another successful Parade of Homes happen!
TBBA Staff
Parade Committee Members
• Exec. Vice President – Jennifer Doerfel• Membership Director – Lauren Morgan• Special Events & Comm. Director – Melissa Chaumont
April 11th - 26th
PAGE 5
Congratulations to the TBBA on another successful Parade of Homes from your Tampa Bay Times Fulfillment team!
ADVERTISINGMichelle Mitchell – Senior Advertising ManagerGrace Hamilton – Builder RepresentativeWhitney Gell – Real Estate Coordinator
AD ORDER ENTRYJerry Gifford – AOE ManagerApril Hemby – Entry SpecialistCrystal Randall – Entry SpecialistLois Collins – Entry SpecialistMac Stubbins – Layout AD OPERATIONSLarry McGuirk – Digital Operations Specialist Jackie Kileen – Digital Operations Specialist Belinda Becton-McAbee – Digital Specialist
PRODUCTIONChris Galbraith – Marketing ManagerPat Stubbins – Production ManagerJoAnn Vega – Graphic ArtistSandy Gonzalez – Graphic ArtistNausheen Syed-Ali – Graphic ArtistKate Rigney – Map DesignerPauline Brockman – Map location supportJaneen Andrews – Production CoordinatorSally Moe – Proofreader
B2B Angie Lowry – Business to Business Coordinator
OUTPUT MANAGEMENTPatsy Boatright – Ad Output SpecialistGary Zolg – Ad Output SpecialistOrville Creary – Ad Output SpecialistRobert Paget – Ad Output Specialist
ACCOUNTINGSamantha Gross – Accounting ManagerLara Gumz – Accounting ProcessorTaylor McKown – Accounting ProcessorKimberly Goudreau – Credit Manager Nancy Krainz – Credit & Collections CoordinatorGail Early – Credit & Collections Coordinator
PLANT OPERATIONS Ed Houk – Packaging & Processing Manager
ADVERTISING OPERATIONSDanielle Mercer – Advertising Operations Project Manager
April 11th - 26th
2015 By the Numbers | Where the Parade Was Seen
PAGE 6
GUIDEBOOK
FEATURES BENEFITS
• In-paper distribution The 2015 Spring Parade of Homes Guidebook was inserted as a special section inside 245,000 select home delivery and newsstand copies of the Tampa Bay Times throughout Hillsborough and Pinellas counties.
• 80,000 distributed in tbt* Not only were your customers’ ads seen in 245,000 homes, it was also available in 80,000 editions of tbt* as a special section insert.
• Glossy cover tabloid format Because of the high quality of the 2015 Spring Parade of Homes Guidebook, consumers kept your customers’ message for months – to visit over and over again.
• Online exposure The 2015 Spring Parade of Homes Guidebook was read by tampabayparadeofhomes.com visitors during the parade and for months after. The guidebook was also available all year on tampabay.com/homes. This drove additional business to your customers’ doors!
VALUE $390,000
April 11th - 26th
2015 By the Numbers | Where the Parade Was Seen
PAGE 7
PROMOTION
FEATURES BENEFITS
• Print - 24 color ads The 10-time Pulitzer Prize winning Tampa Bay Times is the most popular newspaper in Florida. A single ad in the Sunday paper reaches more millennials, more Gen Xers and more Boomers, than 5 ads on any one of the top local radio or cable stations. tbt* delivers a separate audience from the Times with its unique voice and free distribution at hundreds of area businesses.
• Digital - 300,000 run-of-site impressions tampabay.com, the area’s #1 local news website, delivered 525 click-throughs to tbba.net and a click-through rate of .18. The click-through rate was twice the national average! In addition, Parade advertisers purchased an additional 2.4 million impressions on tampabay.com as part of their Parade of Homes ad package. These additional ad impressions helped brand the Parade as well as serve as a traffic generator for the event.
Sources: Nielsen Scarborough Report 2015 (r1), Issuu, October 2015
VALUE $201,922
April 11th - 26th
2015 By the Numbers | Where the Parade Was Seen
PAGE 8
CASH AND COPIES
FEATURES BENEFITS
• 5,000 copies to the TBBA for distribution These copies went to homebuyers and prospective homebuyers.
• $5,000 cash investment Support for operations of the TBBA.
VALUE $8,500
April 11th - 26th
PAGE 9
2015 By the Numbers | Print Promotion
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 10
Wed., April 8 | Quarter page, tbt* 226,500 Readers
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 11
Wed., April 8 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 12
Thurs., April 9Quarter page, Weekend section, Tampa Bay Times
496,500 Readers
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 13
Fri., April 10Full page, Pasco Times section Tampa Bay Times 73,700 Readers
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 14
Fri., April 10 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Pre-Parade Print Ad Schedule / Print Promotion
PAGE 15
Fri., April 10 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 16
Sat., April 11Half page, Main News section, Tampa Bay Times
496,500 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 17
Sun., April 12Full page, Sunday HomeLink, Real Estate Section, Tampa Bay Times 835,900 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 18
Wed., April 15 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 19
Thurs., April 16Quarter page, Weekend section, Tampa Bay Times
496,500 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 20
Fri., April 17Full page, Pasco Times section, Tampa Bay Times 73,700 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 21
Fri., April 17 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week One Print Ad Schedule / Print Promotion
PAGE 22
Fri., April 17 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 23
Sat., April 18Full page, Main B section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 24
Sun., April 19Full page, HomeLink, Real Estate Section, Tampa Bay Times 835,900 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 25
Wed., April 22 | 3 x 7, Taste section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 26
Thurs., April 23 | Quarter page, Weekend section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 27
Fri., April 24Full page, Pasco Times section Tampa Bay Times 73,700 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 28
Fri., April 24 | Half page, Main News section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 29
Fri., April 24 | Two full pages, tbt* 260,900 Readers
April 11th - 26th
2015 By the Numbers | Week Two Print Ad Schedule / Print Promotion
PAGE 30
Sat., April 25Full page, Main B section, Tampa Bay Times 496,500 Readers
April 11th - 26th
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
PAGE 31
Sun., June 7Full page, Main News section, Tampa Bay Times 835,900 Readers
April 11th - 26th
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
PAGE 32
Sun., June 7Full page, Bay Magazine
125,525 Readers
* Based on average estimated 2.3 readers per copy.
April 11th - 26th
2015 By the Numbers | Post Parade Print Ad Schedule / Print Promotion
PAGE 33
Sun., June 14Half page, HomeLink, Tampa Bay Times
835,900 Readers
April 11th - 26th
2015 By the Numbers | Total Audience
PAGE 34
MORE THAN 1.6 MILLION TOTAL READERS AND UNIQUE IMPRESSIONS
Tampa Bay Times & tbt* 1,362,400 readers
tampabay.com 300,000 impressions
Pasco Times 73,700 readers
Bay Magazine 125,525 readers
Source: 2015 Scarborough Report r1
PLUS!
April 11th - 26th
PAGE 35
2015 By the Numbers | Our Supporting Advertisers
April 11th - 26th
2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
PAGE 40
April 11th - 26th
2015 By the Numbers | Our Supporting Advertisers
PAGE 41
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April 11th - 26th
2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
PAGE 43
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2015 By the Numbers | Our Supporting Advertisers
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April 11th - 26th
2015 By the Numbers | Our Supporting Advertisers
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April 11th - 26th
2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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2015 By the Numbers | Our Supporting Advertisers
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April 11th - 26th
2015 By the Numbers | The TOTAL VALUE of Our Parade Partnership
PAGE 51
VALUE RECAP
Value of Guidebook Production $390,000
Value of Promotion: Print/Online/Marketing
$201,922
Tampa Bay Times Cash Contribution and Additional Copies to TBBA
$8,500
GRAND TOTAL
$600,422
Thank You Tampa Bay Builders Association
