Siena College, a Franciscan liberal arts college in Loudonville, New York

is seeking to increase awareness of their schools in Montgomery

County, MD; Alexandria VA and Arlington VA. All of these geographies
are located within the Washington DC metro. According to Nielson and
Arbitron research, the Washington, DC metro is ranked #9 in the
television and radio market.

I. Planning

The first step in our process is to determine the goals for the media
campaign. Second, we determine the target audiences based on both
age demographics and life style. Third, we set planning goals of cost
per thousand, reach and frequency in each market where the media
buys will be placed. Next, we perform both primary and secondary
market research that would include the following:

(1) What is the size and share of voice of the competition in the
market? (2) What is the competition’s estimated media spend? (3)
What is the current general awareness of the college in the proposed
markets? (4) What is the time line from interest to inquiry to
application? (5) What are the zip codes in the proposed market that
are not delivering leads and why? (6) What are the reasons that
prospective students did not choose Siena? (7) Preliminary media costs
and recommended budget allocations.

Once the data is compiled, we will draft a media plan that follows not
only your time line of increased media weight timed to affect the
November and February drops, but also continue to keep a steady
stream of inquiries based on budget parameters. This will be produced
in an easy to access format that could be shared amongst the team to
keep them abreast of advertising that has been placed, creative copy
being used and any other promotional opportunities.
II. Buying

Media properties will be contacted via an RFP or avail request to

provide us with information needed to make appropriate buying
decisions. Once we have gathered each and every media kit, proposal
and response, we then apply the following parameters:

(A) Does it speak to our primary, secondary and tertiary targets?

(B) How will prospective students, parents and counselors
perceive this media?
(C) Does it meet our buying goals?
1. Cost Per Point: (CPP) cost per rating point
delivered.
2. Cost Per Thousand: (CPM) the cost to
reach 1,000 units of audience.
3. Reach: The unduplicated percent of a
potential audience exposed to the Siena
message at least once.
4. Frequency: The number of times the Siena
target is exposed to the message
5. Gross Rating Points (GRP): Each rating
point is a % of Siena’s target audience
viewing, listening or interacting at any given
time.

(D)What value added opportunities can we negotiate to enhance

and extend the life of the paid placement? Examples of
value added opportunities might include sponsorships, free
media weight, press interviews, sampling, uniquely Siena
events or promotions, surveys and giveaways.

Negotiating should be a win-win situation for all parties and we find we

have been successful for a number of years with a client centric
approach. We proceed as if the allocated dollars were ours; spending
those media dollars as if the client target were our own. Our
experience has proven that spending more doesn’t necessarily deliver
more; there is a level of diminishing returns where more dollars will not
yield more results.

We will develop a monthly or quarterly media buy recommendation for

approval, send insertion orders out to the media properties, collect
signed contracts, resolve any discrepancies, distribute and traffic all
creative, manage and monitor the buys, compile any additional
opportunities presented to Siena, reconcile and package media
invoices for payment and submit those along with an activity report.

What is not highlighted here is our unconventional and unique

perspective on the media planning and buying process. We continually
strive to search out new and different approaches that allow our clients
to truly stand out in the fragmented media landscape.

III. Sample Media Planning Rationale for Siena

Due to the fact that most of the workers in Washington DC are
commuting from the Virginia or Maryland suburbs, it can take an
exceedingly long time to make it downtown. Fifteen percent of
commuters take over an hour to get to work. Drivers spend 60 hours a
year stuck in traffic and only 26% of commuters get to work in less
than 20 minutes. (Forbes.com 2010)”

Metrorail, commonly called Metro, is the rapid transit system

in Washington DC and its surrounding suburbs. It is administered by
the Washington Metropolitan Area Transit Authority (WMATA), which
also operates Metrobus service under the Metro name. In Maryland,
Metro provides service to Montgomery County and Prince George's
County and in Virginia it provides service to Fairfax County, Arlington
County, and the City of Alexandria. Since its inception in 1976, the
network has grown to include five lines, 86 stations, and 106.3 miles
(171.1 km) of track. Metro is the second busiest rapid transit system
in the United States in number of passenger trips, after the New York
City Subway. There were 215.3 million trips, or 727,684 trips per
weekday, on Metrorail in fiscal year 2008. In June 2008, Metro set a
new monthly ridership record with 19,729,641 trips, or 798,456 per
weekday. (Wikipedia)

IV. Sample Media Options

Based on the information provided, the audience segments of
students, parents and counselors and the planned markets, the
following is a sample of media opportunities in the Washington DC
DMA.

(1) Out-of-Home (outdoor advertising) on billboards, cityscapes,

 furniture
and transit ( subways, buses, kiosks and stations)
a. New opportunity: Listening posts let advertisers
connect with all
MP3, radio and satellite users with earphones in the
Metro station. Consumers plug in directly to a posted
out of home media format to hear an audio message.

b. Digital billboard: These boards have no production

costs and no lead-time. An unlimited number of creative
messages can be easily and quickly delivered.

(2) NPR (National Public Radio) stations WAMU and WETA

(3) News/Talk Radio WMAL-AM
(4) Premium digital placement through a web based
application: Possible sites may include: CBS.com,
Washingtonpost.com, Guygames.com, Syfy.com, MTV.com,
ESPN.com, Newsweek.com, Education.com, Pandora.com
(5) Siena College microsite: This site will be created to
include games, surveys and other elements which will provide
insight and the ability to mine prospective student information.
(6) Texting and mobile campaign to deliver relevant
messages to opt in users which might include VIP invites to
Siena games, trivia pass along and music download links.

V. Estimated Media Costs for a September 2010-March 2011

Campaign.

(A) Minimal investment-radio, digital, limited transit: $225,000

(B) Maximum investment-radio, digital, transit, microsite,
promotions, texting and mobile: $450,000
*Based on previous media placements and market knowledge

VI. Fee schedule for a September 2010-March 2011 Campaign

(A)Contact and manage all media representatives

(B) Submit and track avail requests
(C) Respond to media proposals and make recommendations to
college
(D) Manage and report on media budget
(E) Order and track digital, text, transit, outdoor, radio and any
other
media purchases.
 (E) Negotiate and manage any and all value added opportunities
(F) Develop and manage a media plan as well as draft buying
recommendations
(G)Audit and reconcile all media invoices and materials
(H)Act as the media agency of record on the behalf of the college
(I) Visit to the market a maximum of twice during the campaign
period
(J) Any other ‘as needed requests’ including leveraging press
with paid media.
(K) Participate in regular planning meetings with Marketing and
Enrollment
(L) Deliver a monthly activity report

Monthly management fee: $4250-based on the media costs

presented above. We will negotiate a fee structure based on
approved budget parameters.

VII. Testimonials

“Michael is a true creative-thinker! I had the pleasure of working with his agency on
interactive, emerging media opportunities...when others (agencies) were still learning about the
product(s). I have the highest regard for Michael's approach to marketing/advertising. I hope to
work with the Media Man again in the future.”
Sarah Thomas, Account Executive, Time Warner Cable Media Sales

“If you want to comfortably hand off your media buys to someone who knows the market
and can get you maximum placement for your budget, call the Media Man. Michael Massey
doesn't just buy you ad space. He applies tactical strategies that will get your marketing efforts
results. I recommend him highly
David Weinstein, Director Of Marketing, Sunmark Federal Credit Union

“Michael is one of those rare thinkers who is not constrained by what is, but can look
down the road to imagine what is coming. In the marketing business, this is a distinct advantage.
His firm has delivered very good value to my former company over the course of our five year
relationship, and I would not hesitate to use him at my new company should the opportunity
arise.”
Bill Jenkins, Director of Marketing, Countybank, Greenville South Carolina