Capabilities Overview

360° Brand Engagement
Presented by Munson Steed • (404) 635-1313 ext. 113 • [email protected]
Steed Media Is…
DIGITAL
PRINT
MOBILE
SOCIAL
VIDEO ON
DEMAND
CUSTOM
PUBLISHING &
INTEGRATION
EVENTS
PHOTO &
VIDEO
SERVICES
•… a multimedia powerhouse with national
reach.
•…a year-round print presence in 19 of the top 25
urban DMAs
•…a specialist in localization and nationalization,
thanks to our network of city managers
•…an ideal urban marketing extension
specializing in 360 degree integration and
partnerships
What Steed Media does…
• Custom publications
•Editorial Development
• Direct consumer engagement opportunities
• Public Relations
•Marketing and Brand Strategy
•Content Propagation
•Facilitation of app, software and technology
development
•On-Demand cable exposure
• Custom microsite design and management
• Television production
•We turn ideas into profits!
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M E D I A
360° Degree Integrated Engagement of the Urban
Consumer
Print
The nation’s largest chain of African-American
newspapers, in 19 of the Top 25 AA markets.
Events/Promotions
Aimed at producing brand-engagement
experiences, onsite activations and purchase activities.
Digital
Original content that rides the pulse of
Urban America.
Mobile Site
Keeping Urban America’s lifestyle elements at their
fingertips…even on the go
Custom Publications
Using the power of relevance to drive
brand consideration.
Video On Demand
Harnessing the power of an
engaged audience.
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Audience Demographics
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B R A N D
Print
At nearly 40 million, the AfricanAmerican population represents more
than 13% of the U.S. population, is
growing faster than the general
population, and is experiencing faster
income growth than
the rest of the population.
Like general-market readers,
African-American readers in the
desirable 18-44 age group are less likely
to read traditional newspapers.
Forty percent of the African-American
population is concentrated in 10 DMA’s.
Sources: African-American/Black Market
Profile, Magazine Publishers of America,
2008; Targeting African Americans,
Newspaper Association of America, 2008
The nation’s largest chain of African-American newspapers.
rolling out is Urban America’s preferred lifestyle resource. Because of our dedication
to showcasing and celebrating the urban community, our readers look forward to
seeing positive images of themselves reflected within our pages. Our audience is
made up of singles, mothers, professionals, students, families and urbanites of all
walks, all of whom recognize rolling out as the arbiter of the elements that matter in
the urban space.
rolling out creates original content aimed at today’s stylish, active
African-American consumers.
• A weekly print edition publishing 1.2 million copies in 19 of the
Top 25 African-American markets.
• Aimed at the upwardly mobile, career-oriented urban professional.
• Original profiles of today’s urban executives, thought leaders,
entertainers, trendsetters and tastemakers.
• Relevant to the lives of its readers in the workplace, finance, fashion, music, film,
TV, sports, health, beauty, automotive and more.
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Circulation & Distribution
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The cornerstone of our connection with the urban
community is the fact that we live with the audience
that we represent. We are equipped to tell their stories
because they are our stories as well. This kinship gives us
uncommon insight into the interests and touchpoints
that drive the urban and multicultural spaces. That
insight has led to the development of a range of
engagement programming that speaks directly to
every segment of our audience.
Every custom designed Steed Media engagement
experience yields the opportunity for benefits including:
and post event coverage in print and
online
• Video wrap-ups
• Multimedia promotion
•Measurable social media campaigns
including Twitter, Facebook and Instagram
• Opportunity for signage, data collection,
lead generation, sampling
• Appearances by notable personalities
• Opportunity for live streaming to the web
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Author & TV personality, Fonzworth Bentley served as
one of our celebrity hosts during the Prime Time Tour, a
partnership with Gillette supporting the launch of their
Fusion MVP grooming system.
• Pre
Singer/songwriter, Miguel lights up the stage at
one of our private showcase in Atlanta.
Actor, Laz Alonso, served as our celebrity
ambassador for our national Learn It Live tour.
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The Future of Urban is Digital and Mobile
The internet is an equalizing force, creating a level playing field in which compelling content gets noticed. Our
digital programming and strategies maximize this leverage to deliver the strongest online presence and produce
opportunities that create and enhance awareness around your brand.
The Steed Media Digital Network extends the reach of your digital messaging even further. By creating a
community of sites that touch every segment of Urban America, we are ideally positioned to serve as your digital
urban marketing extension.
Our digital marketing capabilities include:
•Creation & management of custom microsites
•Online contests and sweepstakes
•Digital strategy development
•Social media strategy development and execution
•Local, regional and national e-blasts
•Viral content propagation: the distribution of content to the online destinations that reflect your audiences’
primary touchpoints
•Ad and content placement throughout our digital network
www.rollingout.com
Banner Ads
280px x700px
Newsletter sample
Monthly unique users:
2 million+
Monthly Page Views
10.5 million+
Page views per visit:
4.53
Minutes spent on site:
2:39
Female / Male
61 / 39
% Age 18-49
65
Children in Household
51%
$ 60,000+ HHI
43 %
College/Postgraduate
54 %
Sources: Google Analytics
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Custom Digital Publication
The key is relevance. We provide the expertise, access and
execution necessary to create and distribute branded
publications that are relevant to the lives of today's urban
professionals. Custom publications make a powerful brand
impression as a stand-alone product. However, that impact is
amplified exponentially through content propagation: a process
that takes the individual components of your custom publication
and secures placement for them on the online destinations that
reflect your target audience’s drivers and touch points.
Each of our titles represents its own brand which can be
supported by companion components like websites and
events/tours. Custom publication clients include American
Family Insurance, Toyota, Gillette, American Airlines, Ford,
McDonald’s and the American Diabetes Association.
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Custom Publication
What is a custom publication?
•A proprietary, brand-centered print and/or digital product
•A collection of targeted custom content that blends your brand messaging
with your audience’s touchpoints
Custom Publications allow you to…
•…grow your business, increase sales, connect with consumers and create
greater brand trust and differentiation.
•…deliver innovative, targeted content directly to your target consumers
within a context that keeps them engaged
•…deliver your messaging directly to your desired audience through targeted
delivery on and off line
The Class and Flash editions of The
Striver’s Guide were created to
Toyota’s particular specifications, down
to the original content and photography.
Get the Word Out…
…through Digital Propagation
•Content components from your custom pub are spread across the web
through placement on websites frequented by your audience
•Make your custom publication a digital download available through the
most highly-trafficked outlets accessed by tablet computer and e-reader
users
…through Print Distribution
•Available at your retail outlets, service centers and the lifestyle locations that
are frequented by your target
•Distributed at your branded and sponsored events as well as national
gatherings that draw your target audience
•Broaden distribution through partnership with local and national mainstream
In support of their Georgia launch,
financial services giant, American
Family Insurance, called upon us to
create and distribute two custom
publications: one (Anasa) which
speaks to their African American
target, and another (Alegre)
designed specifically for their Latino
base.
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Meeting Viewer Demand…On Demand
On Demand media delivery services have
turned viewers into their own television and
video programming executives: deciding
exactly what they want to watch, precisely
when they want to watch it. As the only African
American owned on-demand cable product,
Hip Hop On Demand (HHOD), our video on
demand service allows us to put your brands
front and center before an audience of
consumers who are already engaged and
attentive.
Hip Hop On Demand is the premiere video-ondemand channel programmed exclusively for
young adults with sophisticated urban tastes and
preferences. HHOD’s short form programs
include interviews with top artists, rap and dance
battles, music video mixes and comedy. Serving
45 of the top 50 DMAs, Hip Hop On Demand is
an authentic destination delivering quality
programming right when its audience wants it.
• Video On Demand vehicles include :15 & :30 second
pre-roll commercials, long form post-roll, and marquisstyle scrolling bars with text and images
• Visibility to the nationwide cable viewing audience;
reach 30 million households over 3 cable systems
including Comcast, MediaCom and Bresnan
• 5 to 7 million video impressions per month
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Customizing HHOD
A great part of the value proposition of Hip Hop On Demand lies in the capacity to
customize your programming such that it successfully marries your audience’s interests
with your messaging.
Run 15 or 30-second pre-roll commercials
before selected content.
Deliver key messaging on the scrolling
marquis on pre-selected videos.
Program your own HHOD channel by choosing the content that reaches your
audience’s touchpoints, then selecting and/or creating your own content to weave in.
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You Are in Good Company: Advertisers driving Brand Awareness, Leads & Sales
AUTOMOTIVE
Chevrolet
Ford Motor Company
Mercedes-Benz
Chrysler
Toyota
BEAUTY & PACKAGED GOODS
African Pride
Bronner Bros. International Hair Show
Bump Zapper
Colgate-Palmolive
Cover Girl
Perfect Results
Procter & Gamble
World Natural Health & Beauty Show
EDUCATION
Atlanta Technical College
Baltimore City Community College
Emory University
Georgia Perimeter College
National Education Association
Wayne County (MI) Community College
EVENTS, SHOWS & VENUES
Center Stage Atlanta
Center Theatre Group, Los Angeles
Brooklyn Academy of Music
Feld Entertainment
Ferst Center for the Arts, Atlanta
For Sisters Only
Honda Battle of the Bands
Live Nation
Rialto Center for the Arts, Atlanta
Six Flags America
Woodruff Arts Center, Atlanta
FOOD / BEVERAGE
Bacardi
Burger King
Copeland's
Crown Royal
Hennessy
Jewel-Osco
Korbel
MillerCoors
Pepsico
FINANCIAL
Allstate
American Family Insurance
Chase
Comerica
GEICO
Nationwide Insurance
State Farm
Wachovia
Wells Fargo
HEALTHCARE
Abbott Labs
American Diabetes Association, Chicago
Amerigroup Community Care
The Female Health Co.
Eli Lilly
DeKalb County (GA) Health Department
MISCELLANEOUS
ComEd
D.C. Lottery
Georgia Power
Harley-Davidson
Illinois Lottery
Internal Revenue Service
New Birth Missionary Baptist Church (Atlanta)
Obama for President
The Urban League
RETAIL
Eye Care Centers of America
The Home Depot
Macy's
MetroPCS
Mall at Stonecrest (Atlanta)
Target
Verizon
Walmart
SPORTS
Atlanta Braves
Atlanta Dream
Atlanta Hawks
Atlanta Thrashers
Harlem Globetrotters
NBA
TELEVISION, MOVIES & MUSIC
BET
Comcast
Dimension Films
HBO
Fox Searchlight
Lionsgate / Lionsgate Home Video
Nielsen Media Research
Overture Films
Screen Gems
Sony Music
Touchstone Pictures
Turner Broadcasting
TVOne
Universal Studios
TRAVEL / TOURISM
American Airlines
Bermuda Department of Tourism
Delta Airlines
Los Angeles CVB
Orlando/Orange County CVB
Wisconsin Department of Tourism
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Case Study: Gillette Fusion Razor
TARGET: image conscious urban males, ages 21 to 45
OBJECTIVE: incite trial and trade-up to the Gillette Fusion MVP
METHODOLOGY:
•Five-city tour with two events per market
• Men of Style Awards – tastemaker activation recognizing
the personalities that exemplify the city’s style and the
grooming professional who create those looks
• MVP Experience – an upscale consumer activation, hosted
by celebrities in sophisticated barbershops where guests
received complimentary shaves using the product
•A custom microsite (http://gillette.rollingout.com)
•13 weeks of custom editorial running nationally
•Gift with purchase promotion
•National Superbowl sweepstakes
•Advertising and video support
•Celebrity Outreach
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As part of our partnership, we designed, populated and
managed a custom Gillette microsite full of content
specifically for the urban male.
RESULTS:
•Over 92 million ER/PR impressions
•Over 3000 live impressions
•More than 1000 contest entries
•3.7 million digital impressions
•Nearly 16 million print impressions
•Production of two :60 broadcast ready commercials for use on BET
•Unprecedented celebrity ambassadorship
The campaign also included a total of 26 weeks of custom
editorial called The Playbook: a color spread that
incorporated ads.
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Case Study: CoverGirl Queen Collection
TARGET: Image-conscious women of color who
seek to balance value & quality
OBJECTIVE: introduce target consumers to
CoverGirl’s Queen Collection line and incite trial
METHODOLOGY:
•Four city women’s empowerment tour centered
around our Female Success Factor Platform
•Influencer participation including Grammy award
winner, Chilli of TLC, celebrity blogger, Necole
Bitchie and television actress, Caryn Ward
•Custom editorial and video
•Local and national PR
•Sampling
Each event incorporated Queen Collection
mini-makeovers for the first 50 to 75
attendees.
Our talent engaged directly with attendees.
RESULTS:
•1465 live impressions
•Over 225 mini-makeovers
•Digital alliances with partners in Atlanta, Baltimore,
Chicago and New York yielding 538,000 impressions
•Media partnerships with mainstream outlets
including Wire Image, Getty Images, Creative
Loafing and The Insider
Each branded editorial layout included custom
content alongside a corresponding full page
ad.
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Case Study: Mirror Mirror for Colgate Optic White
TARGET: image-conscious women of color; socially savvy
progressive urbanites
OBJECTIVES: incite trial of the Colgate Optic White line of
products; generate organic celebrity ambassadorship
METHODOLOGY:
•The Mirror Mirror Awards - an invitation-only tastemaker
activation in New York and Los Angeles recognizing
personalities who play key roles in shaping the image of those
cities
•Influencer participation including reality TV stars Toya Wright,
Gloria Govan and Jennifer Williams; actors Sharif Atkins,
Vanessa Bell Calloway, Kym Whitley, Kyla Pratt, Joyful Drake,
Naturi Naughton and Elise Neal; supermodels Tyson Beckford
and Sessilee Lopez; celebrity chef Roble Ali; and more
•Colgate Optic White Beauty Lounge offering mini-makeovers
•Custom editorial and video
•Local and national media outreach and social media
•Sampling via gift bags
RESULTS:
•Over 400 live impressions
•13 custom online editorial features
•Coverage from national media partners including VIBE Vixen,
Centric and Essence
•Over a million social media impressions including those
generated by our celebrity honorees and participants
Model, Tyson Beckford and Actor,
Malik Yoba
Actor Sharif Atkins, reality television star
Gloria Govan and NBA superstar Matt
Barnes