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Pause Take9 �Media Activation Plan

November 2024-March 2025

= Phase 2 launch contingent on approval/decision by 10/23.

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Phase 2 marks the transition from Phase 1’s soft launch into a fully scaled media rollout designed to generate broad awareness and national visibility. With a comprehensive omni-channel strategy, we aim to raise awareness, encourage proactive security measures, and audience engagement

Craig Newmark Philanthropies: Take9 Campaign

Phase 2 (Nov 25-March 31)

GOALS:

  • Increase visibility of the campaign and reinforce the 9-second pause as a proactive habit.
  • Reach non-cyber audiences to educate and engage individuals to protect themselves and their communities.
  • Encourage partner engagement through expanded messaging and cultural alignment (eg Cyber Monday).

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PERFORMANCE METRICS:

  • Reach
    • Analyze audience demographics
  • Visibility
    • Measure Impressions across all media channels
  • Engagement
    • Video Views, Likes, Shares, Comments
  • Website Traffic
    • Analyze traffic to landing pages and actions taken on site
  • Sentiment Analysis
    • Gather feedback on messaging and campaign resonance through sentiment analysis

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Phase 2: �Channel Strategy and Approach

Out of Home (OOH) Advertising

  • Target high-traffic locations like financial centers, shopping malls, and transit hubs in LA, NYC, and DC.
  • Leverage impactful placements to drive awareness during key shopping periods.

Digital Video & Connected TV

  • YouTube & Digital Video Placements: Video is the top way to educate users about campaigns and initiatives.
  • Connected TV: Current preferred method users consuming television shows and programming.

Influencer Marketing

  • Celebrity Influencers: Utilize one high-reach celebrity to reach and engage non-cyber audiences..
  • Micro/Macro Influencers: Collaborate with 7-10 influencers from diverse verticals (e.g., travel, fitness) to extend our messaging.

Paid Social & Search

  • Paid Social: Reach and engage online communities through platforms like Facebook, Instagram, TikTok, and X.
  • Paid Search: Focus on topical content and relevant trending keywords to drive traffic to the pauseTake9 website.

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Out of Home

Approach

Focus on high-impact placements around areas of interest in major markets, such as financial centers, shopping centers, and key travel points.

New York (Wall Street)

  • Subway
  • Digital Shelters

Los Angeles

  • Billboards
  • Shopping (The Grove)

Washington DC

  • Airports (Reagan + Dulles)
  • Transit (Metro)

Proposed Locations*:

Influencer Marketing

Approach

Deploy influencer campaign to reach non-cyber audiences and increase awareness of Take9.

Celebrity Influencer (1)

Leverage the mass appeal and reach of high-profile celebrities impacted by cyber attacks.

Micro/Macro Influencers (7 to 10)

Test out influencers from different verticals (travel, college student, fitness) to see which audience engages most with the campaign.

Out of Home Amplification

Supplement the influencer campaign by distributing their content in high traffic areas. Target visibile placements in densely populated areas.

NYC Location Example

*Exploring additional rural OOH buys: Initial ideas are Boise, Fargo or Des Moines.

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Digital Video

Approach

Showcase Take9 campaign by running video placements across the web.

Placements

  • YouTube - Target users by topics and interests.
  • Relevant cybersecurity web content.

Platform Utilization

  • Test different user profiles (e.g., parents, tech enthusiasts, those interested in different topics).
  • Optimize campaign to users that are the most likely to engage with the content and/or click to the pauseTake9 website to take action.

Connected TV

Approach

Generate awareness by showing ads on high impact placements across connected TV landscape.

Ad Distribution

  • Devices: LG Smart TV, Apple TV, Fire TV
  • Publishers: Fox, NBC, AT&T, DIRECTV

Tracking Performance

  • Target different user profiles. (e.g. parents, tech enthusiasts, communities of color).
  • Optimize campaign toward users most likely to engage with the ad and take action (e.g. scan QR code, click to the website).
  • Re-target households with banner ads to reinforce messaging.

Ad Example - Pause Ad (Peacock)

High-impact screen takeover when user pauses programming for more than five seconds.

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Paid Social & Paid Search

Approach

  • Paid Social: Reach and engage online communities through platforms like Facebook, Instagram, TikTok, and X.
  • Paid Search: Capture interest with topical content through search by driving users to the pauseTake9 website.

Platforms

  • Paid Social - Facebook, Instagram, TikTok, X
  • Paid Search - Google

Execution

  • Paid Social - Incorporate various ad types to optimize likes/followers and maximize engagement (video videos, likes, shares).
  • Paid Search - Incorporate new and relevant keywords via the news and trending topics. Optimize performance towards best performing keywords.

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Paid Media Budget

Phase 2 (Nov 25th-Mar 31st)

$2,500,000

Channel Allocation

Channel

Budget

Out of Home

$900,000

Influencer

$700,000

Digital Video

$200,000

Connected TV

$200,000

Paid Social

$200,000

Rural Market

$200,000

Paid Search*

$100,000

  • Objective is to maximize the visibility of the campaign by leaning heavily into premier out of home placements in three major markets (LA, NYC, and DC). These placements would be located in highly trafficked locations during the holiday season.
  • We allocated an additional $200K to explore a rural market. Initial ideas are Boise, Fargo or Des Moines. Once we have info about media pricing/availability. We’ll share a media mix (OOH and print as main channels) for that market.

Note: Pending overall budgetary approval, allocations throughout Phase 2 can be adjusted based on ongoing performance observations and evolving objectives.

Phase 1 Context:

Spent $30K for first 60 days. Channels included:

  • National paid social and paid search
  • Mini conference campaigns (OOH, banners and search).

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November–December: Focus on holiday-related content, engaging with audiences around Secure Sunday, Cyber Monday, Giving/Travel Tuesday and holiday shopping.

January–February: Transition to New Year’s themes, encouraging online mindfulness as part of resolutions.

March: Refine creative based on campaign learnings and seasonal changes, ensuring relevance and continued engagement.

Nov. 25

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Jan. 6

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Jan. 27

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Feb. 17

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Dec. 16

Influencer

Out of Home

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Digital Video

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Connected TV

Paid Social

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Paid Search

PHASE 2 TIMELINE

Mar. 10

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Mar. 31

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$700K

$900K

$200K

$200K

$200K

$100K

Paid Media Timeline

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Next Steps

Wednesday, October 23

  • Alignment on the proposed media plan to ensure it meets our goals.
  • Approval of Phase 2 budget and the 3 OOH locations in order to secure media placements.

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Wednesday, October 23-Onwards

  • Partner with Aspen to develop Promotional Partner Engagement Strategy for Phase 2.
  • Begin to secure media placements.
  • Creative development underway.

�Week of October 28

  • Share overview of the media plans for Phase 2 with Craig during Friday’s status.

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Week of November 4

  • Early in the week, review Phase 2 creative with Eric & Aspen; present revised creative to Craig during Friday’s status.

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