Power of Yellow™ Media and Marketing Plan
Power of Yellow™ Media and Marketing Plan
Boldly Forward 1
Things are changing…and for the better!
We are an industry that, in hind sight, foolishly failed to promote itself for nearly three decades. Today, as a result, we are suffering from a contagious virus of misperception about the continuing vitality and effectiveness of the Yellow Pages, particularly print, spreading among some advertisers and consumers.
For years, independent publishers called for a “Got Milk”-style of campaign for the Yellow Pages industry. Time after time, the incumbent publishers who controlled the former Yellow Pages Publishers Association (YPPA), declined to participate in such a campaign, assumedly out of fear that by doing so, independents publishers would benefit, too.
Today, that foolishness ends. Today, the Association of Directory Publishers, the heart and voice of the independent Yellow Pages industry, is stepping to the forefront to proclaim to all that the Yellow Pages are alive and well and must be considered by every smart business to be a valuable part of its media mix.
The rallying call for this ADP-sponsored initiative is the Power of Yellow™.
What you are holding in your hands is your Power of Yellow™ Media and Marketing Plan.
In its pages and on the provided flash drive you will find a variety of tools that will help you both to tell the data-based truths about the Power of Yellow™ and to factually debunk the misrepresentations and outrights lies being falsely promulgated about our venerable medium.
There is critical linchpin in all of this that will determine the ultimate success of the initiative. It’s the person you see when you look in the mirror. It’s you!
The Association’s Power of Yellow™ Committee, under the committed and passionate leadership of Jim Hail, of Hagadone Directories, has done all the creative work for you and packaged it neatly in these materials.
Now, you must become the foot soldiers in an ADP army that has declared war on deceit and lies. Winning the war is largely dependent on you taking this media and marketing plan to the front lines and trenches of your local markets and spreading the truth about the Yellow Pages. Without you passionately subduing the enemies of truth at home, our joint effort will go for naught.
Power of Yellow™ Overview 2
The Power of Yellow™ initiative is a multi-phase effort on the part of the Association of Directory Publishers both to increase the factual understanding of advertisers, consumers, and members of the popular and financial press about the continuing value of the Yellow Pages and to immunize the industry against the virus of misperception that threatens it today.
All general first-phase components of the Power of Yellow™ initiative will be provided to all ADP members at no cost.
The purpose of this Power of Yellow™ Media and Marketing Plan is to acquaint all who choose to step up to become an active part of the solution with the specific elements and materials supporting the initiative.
The left side of the Power of Yellow™ folio contains the creative elements of the initiative:
- Television Spots
- Radio Spots
- Coordinated Sales Presentation Video
- Customization Options
- Directory Filler Ads
- Print Media Ads
- Coordinated Sales Collateral
- Advertiser Testimonials
- Data Source Documentation
The right side of the folio details the outreach strategy and tactics designed by the Power of Yellow™ Committee and ADP Headquarters to make it easy for every foot soldier in this battle to maximize the impact of their dedicated efforts:
- Phased Media Releases
- Newspaper Op-Ed Articles
- Magazine Feature Articles
- Media Placement Plan
- Placement Guidelines and Schedules
- Our Association Spokesperson
- Your Local spokesperson
- Offensive Talking Points
- Defensive talking Points
All materials are provided user-ready to all Power of Yellow™ troops via your Power of Yellow™ flash drive under the correspondingly-titled folder that follows.
Television, Radio, & Video 3
The Power of Yellow™ Creative Subcommittee has enlisted four of the industry’s leading research experts to “star” in four 30-second television and four 30-second radio spots proclaiming the Power of Yellow™.
Featured in the spots are:
- Dr. Dennis Fromholzer, President, CRM Associates
- David Goddard, EVP, IMS Local Search Authority
- Paul Gordon, Vice President & General Manager, Catalyst Paper USA
- Steve Sitton, President & CEO, Market Authority, Inc.
It was the strong belief of the Creative Subcommittee that the first-phase of the initiative must be built on a solid foundation of research data-driven facts about the continuing viability and effectiveness of the print Yellow Pages. Mission accomplished!
In addition, the Subcommittee has also produced a special video amalgamating the four television spots with supplementary commentary that will provide lethal ammunition for your local troops in the form of sales presentations, web site postings, advertiser e-mails, Chamber programs, etc.
Again, all of this audio and visual media are delivered to your battle headquarters via the Power of Yellow™ flash drive.
Customization Options 4
The television, radio, and video components of the Power of Yellow™ initiative were produced for ADP by Partner member, Bruen Media Group, LLC.
Each of these components was produced and formatted to accommodate its customization with the designated name of any member company enlisted in the Power of Yellow™ army.
Any army member wishing customization is directed to contact Dave Bruen, President & CEO of Bruen Media Group, at:
Bruen Media Group, LLC
5235 Gulf Steam Court
Loveland, Colorado 80538
Toll-free: 866.659. 6300
Customization details, including pricing packages, are provided on your Power of Yellow™ flash drive.
Directory Filler Ads 5
Filler ads - coordinated with the television, radio and video components of the initiative – are part of the Power of Yellow™ ordinance provided to your troops.
The ads will be aggregated in PDF format in a single folder with each component ad identified by a unique file name. Editable files are available upon request to firstname.lastname@example.org.
The ads will be provided in DQC, TQC, DHC, and vertical TQC size formats. There are four or more ads per UDAC – each featuring the four research experts multiple times in each of the four ad sizes.
The Power of Yellow™ filler ads may be found on your Power of Yellow™ flash drive.
Print Media Ads 6
Also included in your Power of Yellow™ Media and Marketing Plan are print media ads for publication in newspapers, magazines, and other local print products.
As with the filler ads, the print ads will be aggregated in PDF format in a single folder with each component ad identified by a unique file name. Editable files are available upon request to email@example.com. Please also be aware that space has been given in the bottom left-hand corner of each ad to allow room for company customization.
The Power of Yellow™ print ads may be found on your Power of Yellow™ flash drive.
Sales Collateral 7
The Power of Yellow™ Media and Marketing Plan also includes sales collateral pieces designed specifically to support the factual statements about the vitality and effectiveness of print Yellow Pages highlighted in the Power of Yellow™ television, radio, and video presentations.
The Power of Yellow™ sales collateral pieces may be found on your Power of Yellow™ flash drive.
Advertiser Testimonials 8
Testimonials from advertisers in different parts of the country are provided in this section of the Power of Yellow™ Media and Marketing Plan.
As additional testimonials are received by ADP Headquarters from Publisher members, this new evidence of the Power of Yellow™ will be posted to the ADP website, www.adp.org, under “Why Advertise?”
All testimonials received to date are found on your Power of Yellow™ flash drive.
Data Source Documentation 9
The Power of Yellow™ Committee fully expects that the data-supported facts presented by the initiative may be challenged by those who find the facts inconvenient to their personal or organizational agendas.
Accordingly, you will find full documentation of the sources of all statements of facts in the audio and visual elements of the program on your Power of Yellow™ flash drive.
Media Objectives & Schedules 10
Make absolutely no mistake about it. The single, overarching factor that ultimately will determine the success of the Power of Yellow™ Initiative will be the degree to which participating Publishers and other industry stakeholders are able to get the Power of Yellow™ television and radio spots aired, the impact of its sales presentation video maximized, the exposure of its print advertisements optimized, the placement of its editorial truths assured, in their local communities and markets.
Our Power of Yellow™ media objectives are clear and simple:
- Build and maintain top-of-the-mind awareness of the TRUTH about the Yellow Pages
- Refute and dispel the misperceptions, mistruths, and lies about the Yellow Pages
- Reach and be the dominant media for Baby Boomers and Matures
- Reeducate advertisers to the wisest of trusted business adages: FOLLOW THE MONEY
- Prove that the print Yellow Pages deserve on performance to be an integral part of every business’ media mix
ADP has fully funded all first-phase components of the Power of Yellow™ and is providing it to all member foot soldiers free of charge.
ADP has planned the strategy. Committed members must now take the battle to the front lines of the local markets where they are known and respected. Simply, you must use your local influence to carry the day.
Our Power of Yellow™ Rally, held on November 2 in Chicago, was just a beginning, not the end of anything.
The Power of Yellow™ media plan covers the next four months. We need you to get the message out everywhere, to everyone. Use trade. Secure air time. Schmooze everyone you know locally who can help you and the industry get the truth out. You are the linchpins. You hold the keys to our success. Advocate for yourself. Advocate for your families. Advocate for the industry.
We must win this battle for the hearts and minds of advertisers and consumers!
A detailed media placement schedule is provided on your Power of Yellow™ flash drive.
Public Relations Objectives & Guidelines 11
The reach and impact of our Power of Yellow™ media objectives will be greatly extended if every participating Publisher and industry stakeholder conveys parallel messages expressed through interviews, service organization presentations, community events, and other targeted activities.
The concept is identical to the accepted and proven reality that strong Yellow Pages representation extends the reach of almost every other media. The message is that the Yellow Pages must be part of the media mix of every smart business. The greater the frequency with which we proclaim the factual truths about the Yellow Pages, the greater the resonance of our collective voice will become.
The first thing that must happen within every company committed to the Power of Yellow™ is the naming of each company’s official Power of Yellow™ spokesperson. This individual must also be authorized to execute all elements of the initiative to the maximum benefit of the company and the industry.
The Power of Yellow™ public relations plan covers the next five months. We need you to get the message out everywhere, to everyone. Use your imagination and, again, schmooze the daylights out of everyone you know locally who can help you and the industry get the truth out. You are the linchpins. You hold the keys to our success. Advocate for yourself. Advocate for your families. Advocate for the industry. Same challenge to succeed as our media placement objectives.
Recommendations for effective public relations activities and events may be found on your Power of Yellow™ flash drive.
Media Releases 12
Four fact-specific press releases are provided to you as part of the Power of Yellow™ Media and Marketing Plan. The individual focuses of the releases are, in alphabetical order:
- Environmental Responsibility of the Yellow Pages
- Facts about the Yellow Pages Never Lie
- Not All Media Leads Are Created Equal
- Yellow Pages Usage Places Them in the Media Mix
The ultimate success of the Power of Yellow™ initiative will be determined, in the end, by the collective effectiveness of each participating publisher to get the various components of the program in front of the eyes, ears, and minds of advertisers and consumers in their local markets.
This is very much a “you can lead a horse to water, but you can’t make him drink” situation. The Association’s Power of Yellow™ Committee has done an incredible job, on a limited budget, of bringing you to the edge of the trough and providing you with the tools needed to tell the truth about the Power of Yellow™. It’s up to you to make it happen!
To insure that the Power of Yellow™ initiative achieves maximum and lasting impact, please see that all four of these releases are placed in all available local print media, at least one each month from November, 2012 through February, 2013.
The Power of Yellow™ program is not a one-time effort. Accordingly, you may expect to receive future releases for your local distribution as new research data is released.
The four initial releases may be found on your Power of Yellow™ flash drive.
Op-Ed & Periodical Article 13
Included as part of the Power of Yellow™ Media and Marketing Plan is a research-based article written by Dr. Dennis Fromholzer, President, CRM Associates, Boulder, CO. Dr. Fromholzer is widely considered the world’s leading expert on Yellow Pages usage, advertiser value, and the factors that influence consumer buying habits.
The article is intended for placement on the editorial, news, and opinion pages of your local newspapers, in free-distribution periodicals, business journals, Chamber publications, you name it – anywhere the truth about Yellow Pages is accepted.
The source is impeccable. The facts are data-supported. Help trumpet the Yellow Pages value story. Hail the Power of Yellow™!
Dr. Fromholzer’s article is included on your Power of Yellow™ flash drive.
Offensive Talking Points 14
That’s (o’-fen-siv) as in going on the attack armed with facts, not (e-fen’-siv) as in being insulting.
Even though, in the case of those who knowingly mischaracterize and lie about the Yellow Pages, it might be permissible to be a bit (e-fen’-siv) on occasion as well.
Offensive in this case means extolling the fact-based positives about the Yellow Pages, a medium that has be dishonestly trashed by some in the media, many in the digital world, and most who live in the other-world of the blogosphere.
These offensive talking points are presented in the Power of Yellow™ Media and Marketing Plan as bulleted facts in sales aid format. The will be simple, direct, and sourced.
Look to your Power of Yellow™ flash drive for your offensive talking points.
Defensive Talking Points 15
That’s (de-fen’-siv) as in protecting against danger or harm. As in refusing to let the misrepresentations and lies about the Yellow Pages continue without challenge and correction. As in debunking those misrepresentations and lies with facts. As in never again letting some agenda-driven zealot falsely spew that the Yellow Pages “kill trees.”
Found in the Power of Yellow™ Media and Marketing Plan as bulleted facts in sales aid format, these defensive talking points are in-your-face, fact-based refutations of the most oft-repeated and scurrilous mistruths about the Yellow Pages. Use them well and often!
You defensive battle plan may be found on your Power of Yellow™ flash drive.
Designated Local Spokesperson 16
Each Power of Yellow™ commanding officer is asked to designate one of his or hers sharpest and most articulate troopers to be the official company spokesperson on all Power of Yellow™ matters in their local markets.
This absolutely key communications position is critical to our success on the local battle lines. Inconsistent communication of the facts supporting the Power of Yellow™ can undermine our effort to ultimately crush the insidious propaganda war being waged against us.
ADP stands ready to train and assist each of our local communications specialists. Just ask, we’ll tell!
Please advise ADP Headquarters immediately of the name(s) of your company’s communications officer(s).
Designated Association Spokespersons 17
The Association’s designated Power of Yellow™ spokespersons are:
Jim Hail Larry Angove
Chairman, Power of Yellow Committee President and CEO
President, Hagadone Directories Association of Directory Publishers
Phone: 208.292.5656 Phone: 231.935.4608
Mobile: 208.664.0133 Mobile: 231.409.0787
Contact Jim or Larry for whatever assistance or support you may need in relation to the Power of Yellow™.
Sustaining Truth & Passion 18
The Power of Yellow™ is a continuing, multi-phase commitment on the part of ADP to its members and the industry to proclaim the truth about the Yellow Pages.
The Power of Yellow™ Rally is just our first salvo in what is expected to be an ongoing battle.
All first-phase Power of Yellow™ arms and ordinance is being fully funded by the Association and provided to ADP members free of charge. All s
ADP will be unable to fund future phases of the Power of Yellow™ program without the financial support of all Yellow Pages stakeholders.
In the fall of 2012, ADP will begin a new program called 2BL. Publishers will be asked to contribute the price of two bold listings from every book they publish. Simple and painless, yes! Non-Publisher stakeholders will also have the opportunity to contribute in ways other than using the publisher formula.
Everyone will have the chance to step forward and be counted. Be ready to accept the call!