Updated Process Video
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FunTranscript
00:00Hi, everyone. I'm Rachel Pond, the Director of Agency Services, and I'm here today to talk to you about process and procedure for our branded content offering.
00:11I'm going to start and just go over review the process.
00:14So first, you're going to identify an advertiser that's a great fit for the opportunity and make sure that the inventory is still available in your market.
00:22There is a link that is linked within this course at the bottom of the course that will tell you what's available in your market.
00:34Next, once you've identified that, yes, this is still available, your sales proposal, you could submit a sales proposal via a Fuse request or work with the person in your market who submits your request to the AdOps team directly.
00:47And communicate with your market to decide the number of spots to include on your proposal.
00:53Please plan ahead for this. We have a three business day turnaround time on sales proposals.
00:59Once you've got before you sell, I just want to remind you of a couple of really important things and kind of pause here for a minute.
01:06So first, you're going to find out what inventory is available in your market.
01:09I have a link to the Excel document here. It's also available within this course.
01:14Second, you're going to submit your sales proposal via Fuse.
01:17This is a three business day turnaround and we'll provide you with a digital impression breakout based on the verticals that you're pitching.
01:26And third, work with your market to determine the number of spots and costs of on-air elements.
01:35So once you've got that proposal back, you've won the business.
01:38So the next thing that you're going to do is email branded.content at BBGI when you've secured the yes.
01:44What this is going to do is this is going to start the next piece of the process.
01:49Within this offering, we have multiple items that we need to make sure that we get live.
01:55The article, any of the display or O&O items, the social items, and then also the on-air items.
02:02So this is going to lock in that you've sold the vertical and also get that process started.
02:09Once you've sent an email to that email address, we will reach back out to you and plan an onboarding call.
02:16This onboarding call will take place.
02:19We recommend that you include your DSM, your DPD.
02:23We'll include the pod team members, any creative if we need it, social sales, as well as anyone else from your market who is going to help with execution of this campaign.
02:34So think even into the radio items as well.
02:37We really want to make sure that we have everybody on the line.
02:40We found great success in kind of getting everybody on the same page and kind of working together within this offering.
02:48So this is definitely a critical part to getting your campaigns live.
02:54Please make sure that you're planning ahead for this onboarding call.
02:57This needs to take place 10 business days prior to the first article's placement.
03:03We found that these 10 business days give us enough time to be able to work with the advertiser on the items that we need,
03:10as well as create the creative and get the article scheduled.
03:14Remember, this is a longer campaign, so we're really trying to work ahead as much as possible here and make sure that this campaign is set up for success throughout the duration of their campaign.
03:26Once we have that meeting, we'll help direct you on what's next, right?
03:34We're going to ask you to enter a FUSE request.
03:36We're going to need to get some creative approved and creative figured out.
03:40And then we'll finally be able to publish that article and kind of get everything set up.
03:45But really, the critical thing is making sure that you have that meeting, and then we'll walk through those next steps at that point.
03:52Important things to note about the creative, I just want to go over some things that have come up as we have had several markets, you know, selling this already.
04:04So the creative for social third-party display and O&O run-of-site ads.
04:12So this creative will be predetermined by the article vertical in the pictures.
04:16So the advertiser's logo will be included in the ad, but we can't change the other elements because it's really driving back to that article.
04:25So keep that in mind.
04:26All of the images and examples of the images will be included in the proposal deck to you.
04:33All of the ads will click back to the article on the station page.
04:37So anything that we're running from a third-party perspective, we want to really push people to that article.
04:42The impressions on the package are listed as monthly, but may fluctuate month-to-month slightly depending on delivery.
04:50We will always deliver the total impressions by the end of the campaign.
04:55We will be changing the impression allocation throughout the duration of the campaign.
05:01As we learn what's driving clicks to the article, you know, our main KPI for all of the ads is really driving clicks to the article.
05:09Then the other creative element that we have is the O&O article takeover ads.
05:14So within those, those are the ads that will show when the article, you know, when the article is up.
05:21So that creative will link back to the advertiser's page.
05:24The ad should be focused on branding and then will not be changed throughout the course of the campaign.
05:28So really think about this ad in terms of if someone saw it, no matter what article they were looking at, because keep in mind, this ad will be on prior articles too.
05:40So no matter what article it looks at, it makes sense.
05:45If the advertiser doesn't have an ad for them to use, we can create one for them.
05:49So we'll keep you updated on any strategy shifts that we have throughout this campaign via Fuse.
05:56Another thing to note is advertiser articles.
05:59One of the awesome things about this offering is if the advertiser signs on for a full year,
06:06they have the opportunity to submit to us up to four articles of their own for approval on our site.
06:13So it's a really great selling tool and kind of another element for the advertiser to get their information on our site.
06:24It really helps everybody get more information out to the client.
06:29And it's a great opportunity.
06:31So this can be one per quarter.
06:34And the articles need to be approved by Erica and Erica Beasley and Jennifer Williams.
06:38To submit the article, any question for branded content, always email branded.content at bvgi.com,
06:45and we'll make sure that it gets to the right people.
06:51So let's talk about what the articles will look like on the site.
06:54We have one of these live with Sunny 106.3.
06:58So I just wanted to walk through the expectation that your advertiser will have.
07:02So this is the homepage placement.
07:04On the left-hand side, you'll see in your neighborhood.
07:06So that's where the user can click through the articles.
07:09And then you'll see on the third position at the bottom in the don't miss ribbon,
07:14you will see sponsored and the article listed right there.
07:18So that user can click into the article there or they can go into in your neighborhood.
07:23Within our site, when they click on in your neighborhood,
07:26they'll be brought to this category page.
07:29And your advertiser will have their logo on the main, you know, quadrant or selection for that vertical.
07:40So in this case, it was Home Sweet Home.
07:43Within the article pages, we will lock out the advertiser's ad.
07:48So you can see here they have the Galvin's ad is, the advertiser's ad is listed on the page.
07:54And then you'll also see it will say sponsored by and the advertiser's name up at the top.
07:59Then at the bottom of the page, that's where we will add your sponsor brief.
08:03So you can see here there's just a little blurb about Galvin's,
08:06how to get in contact with them, and just some more information.
08:09If you have any questions about this offering, if there's anything that we can answer,
08:18we'd love questions, please email myself or just email that branded.content at BBGI email address,
08:26and we'll be able to get back to you quickly.
08:29Thanks and have a great day.