2018 Media Kit
This is the third summer in a row that I was tasked with building a strategy for a new Media Kit, which traditionally sets a tone for next year’s marketing. I decided to natively design the piece in Powerpoint, which would allow our sales team to natively drop any page into a PPT deck. My team and I built this document including the selling strategy, copywriting, and the design.
The strategic direction in this was completely new for us. Our pitch is completely audience focused and not tactic-based like other Out-of-Home Media companies. We created a marketing segment called Generation Active and based the entire document around this audience and how we are best equipped to engage them.
2018 Media Kit
This is the third summer in a row that I was tasked with building a strategy for a new Media Kit, which traditionally sets a tone for next year’s marketing. I decided to natively design the piece in Powerpoint, which would allow our sales team to natively drop any page into a PPT deck. My team and I built this document including the selling strategy, copywriting, and the design.
The strategic direction in this was completely new for us. Our pitch is completely audience focused and not tactic-based like other Out-of-Home Media companies. We created a marketing segment called Generation Active and based the entire document around this audience and how we are best equipped to engage them.
Next we had to tell a memorable and easy-to-grasp story about our audience. I used headlines that told bold facts that would be attractive to advertisers. Below that I explained why they do these things and then backed up everything with MRI audience data.
I feel the most important page of the media kit is the slide below. Before this, our video network was just treated as a place to put ads. We spend a lot of money on getting the rights to the music on our network, and I felt that it should be front and center in the discussion of advertising with us. There are big stars on our screens and your ad gets to share space with them.
Results: 2018 was a banner year for ZOOM. Our digital and inbound sales activity increased by over 100%. I can’t directly tie these results to this Media Kit, but I think this lead the path to improve all our touchpoints to have gotten these results. You can download the full Powerpoint document here.
