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National Newspaper Marketing Proposal
Goal
The Broadband Wireless Exchange is putting together a co-operative
public relations campaign designed to raise the awareness of how broadband
wireless technology can be used to build cost-effective high-speed
Internet connections in rural areas, suburbs and metropolitan areas across
America.
Targeted
Media – 10,000 Newspapers
The publicity campaign will
target the top 500 daily newspapers, an additional 1,000 second-tier daily
newspapers and more than 8,500 suburban weekly newspapers that reach areas
where broadband has not made significant progress. The BWE
PR team will work closely with leading Sunday and Features editors to get
stories written about how broadband wireless technology can be utilized to
build high-speed Internet access where none currently exist.
Historical
Results
Back in 2000, we did a similar campaign for Sprint Broadband
Direct, a wireless MMDS service provider.
The campaign for Sprint generated more than 400 positive stories in
newspapers all over the United States and generated several million gross
impressions.
The campaign we did for Sprint lasted only
one week, but it was too successful.
The program actually delivered way more interested customers from
areas that Sprint didn’t plan to serve, so they had to cancel the
campaign. The majority of the people that responded to the story wanted
to build 802.11
systems. Those people are still out there and this campaign will be written
to get their attention.
For anyone who is interested in seeing what we
did before, we can download a copy (773 Kilobits) of the camera-ready artwork that we mailed
out for Sprint. The main difference betweeen this campaign and Sprint's campaign
will be the fact that this series will target people who want to build public
spectrum systems, not licensed MMDS systems.
BWE’s
Broadband Wireless Series
BWE’s campaign is scheduled to last six weeks.
The first week, our public relations team will pitch our six-week
“Broadband Wireless Series” story to every newspaper in America.
Editors and reporters will be informed about our six-week series, which
is designed to be a tutorial on how to plan and build a broadband
wireless network in any town or city in America.
The "Broadband Wireless Series" will start with an
overview of broadband wireless technology, then expand the story to five feature
articles that cover the main categories of knowledge required
to build a wireless network.
Editors are much more inclined to pick up a series of stories
versus a single news release. They
will also be more interested in this series because it is a tutorial that
tells their readers how to solve a problem in their community -- how to
deliver high-speed Internet connections into places where none currently exists.
The Broadband Wireless Series
weekly features will cover the following topics:
Week 1
Overview of broadband wireless systems and potential profit
Week 2
How to find zones in your city with no broadband service
Week 3
How to find the best site for your wireless point-of-presence
Week 4
How to find an Internet backbone service provider
Week 5
How to select broadband wireless equipment and a network design
Week 6
How to get a system built in your area (even if you
can’t afford it)
Sponsorship
Costs
The cost to develop the tutorial articles, marketing materials and
key messaging points for the public relations team to pitch to 10,000
newspapers across the U.S. is $28,500.
This means we will develop stories around all of our sponsor's
products and services, then pitch the series to thousands of newspaper editors.
Where else can you participate in PR program that will reach
that many editors and reporters for only 47 cents a piece? The best part is that
we do all the work for you.
The total cost is $28,500.
We plan to start with six sponsorships at $4,750 each.
However, if multiple companies sponsor a single story topic the cost will be
divided by the number of companies in the story.
So if we had three companies sponsor a single story, the cost would
only be $1,583 for each company.
We are shooting for a Sept. 13, 2004
deadline, but we won’t close the deal until we have all sponsorships
sold.
What’s
In It for My Company?
Each story will contain a unique URL that will direct readers back
to an expanded version of the weekly story on the Broadband Wireless
Exchange website.
Each story
will showcase a group of companies that specialize in one area of
the Broadband Wireless Series.
All sponsors
will receive a free 120x60 advertising banner on the articles published
on the BWE website complete with a URL that links back to your
company’s website. The banners will be included on all of the web
stories related to this campaign. The banner advertising on the
Broadband Wireless Exchange alone is worth $4,000 in value.
For an extra $750,
we will put your company’s name in front of 10,000 newspaper editors. From
a marketing standpoint, this is one of the best publicity packages that
money can buy.
Measuring
Success
Based on past experience, this type of campaign should deliver
between 100 to 400 articles. In
order to measure our success, we will conduct a post-campaign analysis
that will track how many newspapers picked up each story and how many
gross impressions were achieved. Each
mailing has the potential to reach more than 200 million readers.
In addition to gross impressions, BWE will
capture business leads from readers who are interested in building wireless
networks.
All sponsors will receive full access to the leads database,
giving your sales team a great stream of new business prospects.
The Next
Step
Once we have measured the results and can show a positive return
on our print sponsorship opportunities, we plan to create similar
campaigns for both radio and television media. The cost to participate in these publicity programs will be
slightly more expensive due to editing voice-overs for radio and editing
b-roll video footage for television.
If you are interested in these, programs let us know and we’ll
put you on the list.
Where do
we sign up?
To ask more questions or to receive an invoice to submit to your
accounting department for participation, please contact Robert Hoskins via
phone at (480) 218-4441 or email at rhoskins@bbwechange.com.
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