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
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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
advertise@hotchalk.com
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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
advertise@hotchalk.com
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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.
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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
advertise@hotchalk.com
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Awareness: Be discovered and noticed by millions.
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Awareness: Build credibility through custom content editorials.
advertise@hotchalk.com
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Awareness: Grab attention through a reskin and takeover.
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Awareness: Emotionally connect through social media.
Twitter & Facebook Promos
advertise@hotchalk.com
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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
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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.
advertise@hotchalk.com
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.
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HotChalk Education Network
1999 S. Bascom Ave
Campbell, CA 95008
hotchalkeducationnetwork.com/advertisers/
Advertise@HotChalk.com
(408) 637-5727
advertise@hotchalk.com
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