00:00Hi everyone! I am Rachel Pond, the Director of Agency Services. It is my honor to be able to
00:14go over some of the details of this product offering with you. One of the reasons I accepted
00:19this position with Beasley was because of the ability to create unique opportunities for the
00:24advertiser. In one of my previous roles, I was a media planner buyer and I was consistently
00:30challenged to find unique experiences that spanned multiple mediums and touch points.
00:36This offering does just that. Now that you understand why branded content, let's talk about the process.
00:47Once you have identified the advertiser that is a great fit for this opportunity,
00:52you will need to make sure the inventory is still available in your market and then submit a
00:56sales proposal FUSE request to the team. A few things to keep in mind before you sell. You can
01:05find what verticals are available in your market in the Excel found in this PowerPoint. Let me walk you
01:14through the Excel now. On the first tab named Inventory, you will see on the left-hand side the station,
01:27the market, and then the available verticals within that station.
01:35This information is all available and can be referenced anytime within the Beasley Academy course.
01:41You'll also be able to see here the schedule of ads and the article title name for each individual vertical here.
01:53This product will go through the pre-sale team to ensure that the correct impression mix
02:00for your stations is ordered. Plan ahead here. This has a three business day turnaround time on proposals.
02:07We can expand the proposal and provide additional product categories such as email marketing or audience
02:12extension based on the advertiser's budget or if required.
02:19So now you made the pitch and the advertiser said yes. The very first thing that we ask you to do is
02:25email branded content at BBGI. Once you have the signature from the advertiser, this will initiate a call
02:32that's set up between your DPD, your DSM, any other support staff within the market, the pod team, social
02:42sales, creative and content teams. This will allow us to align on the advertiser's campaign.
02:50This call will take place 10 business days prior to the first article being live. On this call,
02:57we'll walk through what we have and what is still needed from the advertiser and establish some key
03:05target dates we will need in order to get this order live with the article. This call should take place
03:14before any fuse ticket is entered and should have confirmation from the advertiser on the sale and
03:20actively working through the necessary payment approvals within Marketron.
03:27I have created a checklist that we will use on our kickoff call to make sure that we have
03:33what we need. There are six major items that we need to get this campaign started. First and foremost,
03:40the sales order. We also need a logo and a URL to use within the article. The advertiser has the ability
03:47to submit two ads to us that will live on the same page as the article. I have listed the specific ad
03:56sizes here, but if your advertiser needs us to create the ads, we can definitely do that.
04:04You will then need to work with the advertiser on the sponsor brief. This will be at the bottom of the
04:09article and gives the advertiser the opportunity to showcase their business in up to 200 character limit.
04:17Finally, we will need to enter the fuse requests for the weekly articles. All of this should be done
04:22and completed within one to two business days of the call. At this point in the process, you have
04:32submitted all of the information that we need to get started on placing the article, working on any
04:38creative, and scheduling the ads. If we need to create the ads for the article takeover, we will
04:49provide those ads to you prior to them going live so that way the advertiser can approve just those ads
04:56that are on the takeover page. A few important things to note in regards to creative. On the left hand
05:08side, social, third party display, and O&O run of site ads. So the creative will be predetermined by the
05:16article, vertical, and pictures. The advertiser's logo will be included in these ads. All the ads will
05:23go back to the station article on the page. And the impressions in this package are listed as monthly,
05:29but may fluctuate month to month slightly depending on delivery. We will always deliver the total number
05:35of impressions by the end of the campaign. We will be changing the impression allocation throughout
05:41the duration of this campaign as we learn and learn what drives more clicks to the article. Our main KPI
05:48for the ads will be clicks to the article. For the O&O takeover ads, creative will be actually will be
05:56linked back to the advertisers page. The ads should be focused on branding and will not be changed throughout
06:02the course of the campaign. If the advertiser doesn't does not have an ad to use, we'll create one for
06:08them. And don't worry, we'll we'll communicate any strategy shifts within Fuse so that way you know what
06:16is happening on the campaign at any time. Another important thing to note is the advertiser has the
06:23opportunity to submit up to four of their own articles for approval on our sites within a contract year or
06:30one per quarter. The articles will need to be approved by Erica Beasley and Jennifer Williams.
06:37The advertiser can submit the article for review using that branded content at bbgi.com email.
06:44We'll follow up with you within one to two business days on the next steps for getting the article
06:50reviewed. I appreciate the time that you spent with me today learning about the process for this
06:56opportunity. As with many processes, this will and should change over time as we optimize efficiencies.
07:03I wish you all the best in selling this awesome offering. I'm available via Microsoft Teams, my
07:10virtual door if you're not in the Charlotte market is always open, and phone. If you have any questions,
07:16please feel free to reach out. Have a great day.
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