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YAHOO! Inc.
YAHOO! NEWS
Lisa Pietrandrea
#NMDL

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“YAHOO! NEWS” Campaigning
Efforts
 YAHOO! NEWS has competition throughout the Web for
consumer use
 Google News
 Bing News
 CNN
 Fox News
 Local News Websites

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Who To Target:
 YAHOO! NEWS is in a unique position in regards to target
audiences:
 All demographics/psychographics can be interested in news.
 Local news
 National news
 Global news
 Very broad in terms of interest/want to know/need to know
information.
 YAHOO! NEWS can try and target all.

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Creative Concepts
 “Sit with us, friends.”
 This builds on the relationship happening between the YAHOO! Inc.
brand and consumers.
 Builds on:
 Emotions
 Trust
 Reliability
 Friendship
 Up-to-date information
 Each factors into what people look for when they are thinking of
a news source.

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Creative Concepts Put Into Action
 “In The Know”
 Trust/Reliability
 Up to date information
 “Your neighborhood news source”
 Friendship/relationship
 Neighborhoods are home
 People feel comfortable at home/surrounded by
friends.
 “Come sit with us, friends”
 YAHOO! NEWS is not only a news source
 YAHOO! NEWS is a friend you can count on to share
information with you, and be supportive and reliable.

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Creative Reasoning
 With the target market being so broad, YAHOO! NEWS needs
to find something that will connect with consumers and make
people relate/reach out to them over competition.
 News can be emotional
 Everyone gets emotional
 Emotions can be calmed by those around us
 Colleagues, friends, family.

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Key Performance Indicators
 **Social Media
 Comments made by consumers
 Trending topics
 Is Yahoo! News trending? Competitors?
 Pins/Re-Pins
 Facebook likes vs. competitors likes/comments
 Click Through Rates
 Number of clicks of the ad/How many times the ad is seen
 How many times did you predict your ad to be clicked/how many
clicks were actually made?

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Tools & Tactics
 **Social Media
 Instagram
 Impactful—pictures speak a thousand words
 Images that go along with news stories
 Images connect with people emotionally, creating a bond where people want to learn more
information.
 Facebook
 Speaks directly to consumers.
 Provides communication to consumers
 Easy Q/A set up.
 Emails
 Links
 Twitter
 Fast up-to-date information-comparable to news releases on YAHOO! NEWS. People see
YAHOO! NEWS tweets and they might go to news.yahoo.com to read full coverage.
 Google Adwords
 YAHOO! NEWS can create exactly what they want to say
 Can use feedback from social media to pinpoint exactly what consumers are looking for in regards to a
favored news source.
 Pay-Per-Click

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$$ Budget Factors $$
 Professional Help  Research
 $250/hour pay for professional agency  How much money does YAHOO! NEWS
help (syllabus) devote to advertising?
 How much do your competitors pay for
 $40,000.00 for an ad agency to advertising?
create/execute a digital media plan
 What are people interested in?
(nextmark.com)
 Focus groups—do people like your creative
strategy?
 Digital Age  Evaluation
 Social media can be created free of charge  Is the campaign doing a good job?
 Facebook/Twitter/Instagram/Pinterest/etc.  Do KPIs show good standings?
accounts can all be made for free.
 Have you stayed on/under budget?
 These free resources are the closest things
you have in speaking directly to your market-  Has YAHOO! NEWS site visits
utilize digital media to your advantage so you increased?
don’t have to pay professionals to study
social media for you.

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$$ Budget $$
 After thoroughly contemplating the pros, cons, and ROI of each
dollar potentially spent on this campaign, the allocated budget
is set at:
 $35, 000.00
 Money is spent on professionals to ensure the campaign is done
accurately.
 Money is saved by researching via social media instead of with
hired third party participants.

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Thank you
 Our goal of building YAHOO! NEWS as a trusted news source along with increasing
website traffic seems very possible with the strategies outlined within this plan.
 Be sure to come and sit with us, friends, for all of your news needs!