1. 2014 2104 ELECTION MARKETING TOOLKIT ELECTION MARKETING TOOLBOX
CBS Candidate Marketing
CBS Candidate Marketing

3. “IT’S NOT POLITICS AS USUAL” New York Times April 2008
CBS Candidate Marketing
The 2008 election changed forever the metrics of political campaigns. Through a convergence of data mining, targeted polling and quantitative analysis, election strategy has become a more sophisticated science. While door to door volunteer’s remain the gold standard, and direct mail continues to help target the electorate. CBS Candidate marketing has developed special, multi-media telemetry that is designed specifically to help EVERY candidate plan, target, engage and persuade voters. Attached are simple turnkey plans that, married with your grassroots and mail elements can give even a precinct committeeman the impact and professional look of a national campaign.
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4. Attention | Interest | Desire | Action
STRATEGY
CBS Candidate Marketing
CBS CANDIDATE MARKETING brings the art of campaigning & science together, resulting in a turn key multi media campaign designed to engage, activate, and persuade voters.
We’ll help you develop your candidate image through tried & new measures, providing proven results through radio to the technological advances to use new media and even poll your constituents through e mail deployment and respond with a quick turn around.
Attention | Interest | Desire | Action
Attention
Interest
Desire
Action
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5. virtual frame around voters that adapts to their News and Media habits
TACTICS
On-Air Radio
Online Radio
Deployment
Digital
CBS Candidate Marketing
On-Air Radio:
Provides massive reach allowing you to develop your message while demonstrating your core beliefs and call to action.
Message frequency generates the desire necessary for voters to seek you out.
Online Streaming Radio:
Keeps your message aligned with consumers media habits.
Provides captive geo-targeted audiences through the use of multiple station options.
Media player banners enable immediacy with traceable click through to your candidate website.
100% guaranteed reach. We deliver the exact number of impressions expected.
Marketing:
Provides extreme targeting by geography, demographic, and behaviors, allowing you to target your active voters by party and even independents leaning your way.
Message Amplification…..existing branding efforts provide added credibility to your message.
We provide traceable click through results.
Digital
Geographic Fencing to nail down your district
Contextualized ad serving that will deliver the “hard to influence” voter
CBS will create a
virtual frame around voters that adapts to their News and Media habits
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6. RADIO CONTINUES TO BE THE DOMINANT REACH MEDIUM FOR ADULTS 25-54
CBS Candidate Marketing
RADIO DELIVERS MASSIVE REACH Radio reaches over 238 million consumers each week representing a weekly reach of 93%
NEARLY EVERYONE USES RADIO IN REAL TIME EACH WEEK
Radio reaches over 90% of every segment of the market each week.
2 OUT OF 3 AT-WORK LISTENERS DIAL IN TO RADIO …1 IN 5 ON COMPUTER
62% Over air
19% On line
14% On mobile device
RADIO CONTINUES TO BE THE DOMINANT
REACH MEDIUM FOR ADULTS 25-54
Learn more
see appendix a
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7. On a weekly basis, CBS Radio Chicago also engages:
CBS RADIO AUDIENCE
CBS Candidate Marketing
CBS Radio reaches over 3.6 Million Registered Voters in the Chicago metro area every week That accounts for 63% of all Registered Voters in the market!
On a weekly basis, CBS Radio Chicago also engages:
69% of all College Graduates
69% of all White Collar Workers
62% of all Blue Collar Workers
70% of all People with HH Incomes of $75K+
60% of all People who made a political donation in the past year
70% of all Republicans
56% of all Democrats
66% of all Independents
Source: Scarborough Report for Chicago, Mar’12-Feb ‘13, P18+
_______
Politically
Responsible
Centers of Influence
Socially Connected
You need these votes!
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8. Audience by Party Affiliation
CBS RADIO AUDIENCE
CBS Candidate Marketing
Audience by Party Affiliation
_______
Politically
Responsible
Centers of Influence
Socially Connected
You need these votes!
Source: Scarborough Report for Chicago, Mar’12-Feb ‘13, P18+
To be Read: 32.6% of the CBS Radio Chicago audience identify as Democrat
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9. THE DIGITAL AUDIENCE _______ Politically Responsible
CBS Candidate Marketing
Marital Status Married: 45% Single: 55%
Home Ownership Own: 69% Rent: 25%
Children in Household : 42% : 25% : 6% : 2%
Race Caucasian: 78% Hispanic: 15% African American: 12% Asian: 5% Other: 6%
Education Some college: 34% Graduated college: 23% Post grad work: 15%
Demographics Male/Female skew: 54%/46% A18-34: 45% A18-49: 75% A25-54: 65% A50+: 25%
Occupation Professional: 15% Mgmt./Bus/Fin ops:17% Sales/office: 22%
Income HHI $50K+: 72% HHI $75K+: 55K HHI $100K+: 35%
_______
Politically
Responsible
Centers of Influence
Socially Connected
You need these votes!
Source: Q2 2013; comScore August 2013
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10. THE DIGITAL AUDIENCE _______ Politically Responsible
CBS Candidate Marketing
55% more likely to have signed a petition.
69% more likely to have wrote to or called a politician at the state, local or national level
79% more likely to have attended a political rally or speech
95% more likely to have actively participated in a group that tries to influence public policy or government
66% more likely to have volunteered for a political party
41% more likely to have wrote a political letter to the Editor of a newspaper or magazine
39% more likely to have called a live TV or radio show to express a political opinion
78% more likely to have participated in an organized protest
30% more likely to have visited websites for candidates
25% more likely to have donated money to a candidate in the past three years
47% more likely to have donated money to a political party in the past three years
67% more likely to subscribe to a political publication
_______
Politically
Responsible
Centers of Influence
Socially Connected
You need these votes!
Source: Q2 2013; comScore August 2013
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11. DEPLOYMENT
CBS Candidate Marketing
Targeted ads sent to individuals who have opted-in to receive advertising messages.
GEO-TARGETING:
STATE
LOCAL
DISTRICT
ZIP CODE
INTERESTS
Deployment Date
Delivered
Opens
% Opens
Clicks
% Clicks
Clicks-to-Opens
Unsubscribe
12/12/12
209,000
19,416
9.29%
3,771
1.80%
19.42% 53
Delivery details are automatically provided 72 hours following deployment. Ads will be re-deployed if the open rate is less than 3%.
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LEARN MORE SEE APPENDIX B

12. SAMPLE INTEGRATION CANDIDATE LINCOLN OBJECTVES:
CBS Candidate Marketing
CANDIDATE LINCOLN OBJECTVES:
Promote CANDIDATE LINCOLN
Deploy an blast to targeted, party and independent voters in specific zip codes.
Use Rotating 300x250 banners on CBSChicago.com featuring your endorsements.
Use an on-line circular ad to showcase testimonials .
Deploy an blast to voters in specific zip codes.
To increase awareness of CANDIDATE LINCOLN record
Utilize :60 on-air & on-line commercials for messaging.
Live Search Directors to have voters search specifically CANDIDATE LINCOLN.
Local Search will help CANDIDATE LINCOLN be not only found, but selected, when voters search for office specific candidates on the internet.
Drive voters to early voting
Dedicate a portion of your :60 on-air & on-line spot to early GOTV
Deploy an blast to specific party and independent voters in your district.
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13. SAMPLE INTEGRATION
CBS Candidate Marketing
Your monthly advertising campaign on CBS will include:
On- Air Radio:
25x M-F 5A-7P
15x M-F 5A-12M
6x Sa-Su 7A-7P
On-Line Streaming Listening:
80x commercials on CBS Chicago.com
On-Line:
250, x250 Rotating banners for featured products and sales
250,000 On-Line circular for items currently in stock or on sale
Deployment:
Phase 1x deployment to 100,000 to your party donors within your district.
Phase 2x deployment to 200,000 female consumers in the Chicago DMA
DIGITAL:
20x Live, on air search directors (5x per week)
“Searching for Judicial Candidates”
500 connections on CBS Local Search
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14. APPENDIX A RADIO FACTS

15. APPENDIX B DIGITAL FACTS

16. DIRECTOR OF POLITICAL/ISSUE ADVERTISING CBS CHICAGO
FOR FURTHER INFORMATION ON ANY OF THESE ELEMENTS OR PRICING PLEASE CONACT:
RON MURPHY
DIRECTOR OF POLITICAL/ISSUE ADVERTISING
CBS CHICAGO
FOR FURTHER INFORMATION ON ANY OF THESE ELEMENTS
OR PRICING PLEASE CONACT:
RON MURPHY
DIRECTOR OF POLITICAL/ISSUE ADVERTISING
CBS CHICAGO