Media Kit - HotChalk Education Network
Transcription
Media Kit - HotChalk Education Network
Media Kit Table of Contents About our niche network........................................ 3 Scale, engagement, and reach............................... 4 Audience demographics......................................... 5 Our media plans...................................................... 6 Consumer psychology............................................. 7 Product and layout samples................................... 8 Contact..................................................................... 15 2 About Us Publisher Relationships Consider us your skilled, trusted partner in the K-12 and higher education sectors. Our team of academics and technologists has built the world’s largest online academic community and we serve billions of pages of free education content every month. By maintaining strong relationships with our publishers, we offer quality, brand-safe inventory across our niche network consisting of 50 publishers with 100 education websites. Our extensive experience in the education and technology sectors means that we know the most effective ways to grab the attention of parents and educators. We create the right marketing mix with performance-based advertising so that you get the best return on investment. We have the resources to connect your brand to the millions of educators, students, and parents visiting our sites. Our niche audience of educators and parents consists of consumers who are highly motivated, action- and family-oriented, and influential. We combine smart pricing, analytics, and data to drive performance for a broad range of advertisers and agencies. Fast Facts Leadership: Edward Fields, CEO & Chairman Christopher Lynne, President and COO Kim Fulcher, SVP Community Partnerships Staci Binns, VP Education Network Brand Relevant Sites We curate premium sites within our niche education vertical and tailor to any campaign. Approach We provide targeted marketing solutions to a wide variety of businesses with very specific goals. Our marketing communication strategies are developed uniquely to each project’s needs and are based on extensive research of the business, goals, products, services, competition, and audiences. We offer hands-on optimization by our dynamic and experienced account management and operations team. Company Founded: 2004 Number of Employees: 300 Office Location: 1999 S. Bascom Ave, Media Channels Served: Display, social, and email Social Links: Twitter: @HotChalkEdNet and LinkedIn Campbell, CA 95008 [email protected] 3 Scale 1.24 2.5 billion billion 18+ million monthly US unique visits HotChalk Education Network is #1 in Family and Youth Education, according to third party analytics by comScore Media Metrix 15MM-30MM U.S. Monthly Visitors Direct Publisher Relationships 50 Publishers with 100+ Education-Focused Websites Supporting Free Education Publishing Socially Responsible Marketing Brand- and Kid-Safe Education at Scale 4 annual US page views + 333 million impressions per year US visits per year Site Engagement 4 2.7 minutes visits 1,000 years Average time on site per user visit Average per user per month Total time spent on our network during any quarter Our Audience Audience Demographics Percentage of Visitors by Age $100,000 Average household income of our audience 25-34 35-44 21.9% 22.1% 18-24 45-54 22.4% 19.5% 55/45 80% 3 Children Female to male site visitor ratio Percentage of users who own 3 or more mobile devices 65+ 55-64 4.7% 9.4% Average household of our audience BUY 76.8% Percentage of users who hold the primary or shared responsibility for purchase decision making in their family [email protected] 5 Our Advertising Products In our media plans, you will find a variety of products we offer on our network. Services include: • IAB Standard Display Banners (Geographic, Demographic, Interest, Retargeting, Blue Kai) • Network Takeover Maximize impact with 100% SOV, or Share of Voice for a day (Movies/TV/Games/Events) • Site Takeover Own 100% SOV on a site(s) within our Network • Reskins Elevate your Site/Network Takeover by including Site Reskins • eBlasts Our eBlast lists only consists of educators, reaching up to 250,000 contacts Let us help craft your product story with an integrated marketing campaign that utilizes a variety of our advertising capabilities: Display Advertising – A form of online advertising where an advertiser‘s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page. Social Engagement – A marketing tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user‘s social circle of friends. Native Content Articles – Articles written by our editorial team highlighting education technology, social responsibility, or other interesting subjects. How does your company support education? • Strategic Native Content Article Placement Takeover – Own all the display advertising units on a specific site, group of sites or the entire network. Your brand receives 100% SOV (Share of Voice) for a specific number of days. • Social Engagement Reskin – Extend your advertising message to the area surrounding the website content. This is available with a website takeover. Custom lesson plans and featured content. Recycle this content for your sales and business development outreach. Facebook and Twitter promos from sites within our Network • Kids Safe Channel Target sites with a younger audience (COPPA Compliant, Cookie Free) Survey and Research – We offer online surveys providing you with product and/or marketing research from our extensive education audience. Surveys are designed with your input and our expertise. The end results provided are both raw conclusions and a white paper analysis. eBlasts – Rent our publishers email list and send your email advertising content to one or more of our lists. 6 Marketing Strategy and Consumer Psychology Awareness Prospecting 1. Awareness Consumer Stage: Exploration »» Build brand awareness and reputation. »» Publish editorial content. »» Showcase your message in front of millions of eyes. Key Performance Indicators (KPI) »» Reach »» New Visitors »» Brand Lift 2. Prospecting Consumer Stage: Research »» Be worth discovering. »» Demonstrate how your product solves a problem. »» Emotionally connect. Be relevant, meaningful, and helpful. »» Reach users of certain behaviors, demographics, or interest. Key Performance Indicators (KPI) »» Social engagement shares/ comments/likes »» Time on site »» New leads 3. Conversion to sale Conversion to sale Consumer Stage: Purchase »» Capitalize on marketing investment. »» Remarket and nurture. »» Research and segment for your best customers in order to maximize your ROI. Key Performance Indicators (KPI) »» Orders »» Revenue »» Understanding of consumer purchasing behavior [email protected] 7 Awareness: Be discovered and noticed by millions. 8 Awareness: Build credibility through custom content editorials. [email protected] 9 Awareness: Grab attention through a reskin and takeover. 10 Awareness: Emotionally connect through social media. Twitter & Facebook Promos [email protected] 11 Prospecting: Reach targeted audiences through BlueKai segments. Use our network scale for targeted creative and campaigns reaching: Public Schools Teachers, Private School Teachers, Education Management/ Administration, and IT Decision Makers More than ten thousand different audiences available to target thru Blue Kai 12 Prospecting: Design and execute customer research. We can conduct consumer research and report back our findings: Survey thousands of relevant consumers and gain valuable purchasing behavior insights. [email protected] 13 Conversion to Sale: Retarget high intent consumers. Find visitors who have already shown interest in your product. Retargeting is also available for Standard Display Advertising. Converted people are removed from Retargeting. 14 HotChalk Education Network 1999 S. Bascom Ave Campbell, CA 95008 hotchalkeducationnetwork.com/advertisers/ [email protected] (408) 637-5727 [email protected] 15