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0 <br /> ® APPROACH/METHODOLOGY 4 <br /> 0 <br /> 0 <br /> ® TURNER monitors and measures monthly progress with Qualitative results are analyzed and mapped to goals and <br /> ® TrendKite reporting tools,which reports on what really presented with the following criteria in mind: <br /> matters.Brand mentions are just a small component of the • Quality of Reach:How well did we penetrate our target <br /> ® PR measurement equation.We dig in deeper to understand if media list and targeted audiences online? <br /> ® those mentions are making waves or just being drowned out. • Pull-Through:TURNER will target key <br /> Reports include: audiences and measure the quality and quantity of key <br /> ® • Media Mentions:How many times was your brand messages that are conveyed.On digital,we measure <br /> ® mentioned in the news? the way in which people joined the conversation. <br /> • Readership&Reach:Which articles have the highest • Influencer Conversions:How many influencers we <br /> O readership as well as feature the relevant keywords? engaged and who shared our message. <br /> ® • AVE:While we see ad value equivalency as an • Brand Building:While subjective,did we feel the <br /> increasingly antiquated and often inconsistent tool of positioning was ideal and had the potential to be a major <br /> ® evaluation,we do provide industry standard numbers sales tool? <br /> ® from third-party sources(BurrellesLuce and TrendKite). <br /> • SEO Impact:What is the SEO value of the links Influencers <br /> f® generated from earned coverage? We measure influencer performance not just by the number <br /> 0 • Web Traffic Integration:Which articles resulted in the of social media posts they share or even how many likes <br /> highest web traffic to your website? their posts receive;we also look at the impact of their activity, <br /> 0 • Geographic Penetration:Which country,states and and that of their similarly influential followers,have relative to <br /> O cities are your mentions coming from? business driving,key performance indicators.This includes <br /> • Key Message Pull-Through:What is the distribution of hard metrics that are more valuable than actions,such as likes: <br /> O specific terms in your coverage? referrals to specific web pages and blogs,newsletter sign-ups, <br /> ® • Social Amplification:How many times were articles social channel follow-backs,video views,and content shares. <br /> shared on social media? We use a variety of tools such as native social analytics, <br /> ® • Sentiment:What is the overall tone in your news Google Analytics,Rival 10,Unmetric and Sysomos to obtain <br /> ® coverage? a holistic picture of activity and performance,and customize <br /> • Share-of-Voice:How does your brand compare to digestible monthly,quarterly and annual dashboards for our <br /> ® others in your industry? clients to share with key stakeholders. <br /> 0 <br /> ® Visit Albuquerque 0 • ',mem', 0 • n>«-, .tram Can <br /> rear <br /> ® r tet.r.rn tt,. ------------- m..,. <br /> 9,151-oto:Me.:tmam O _ <br /> ® ..y,AIS:n•a.rcu. Last;Cr Daysor -t O Mut <br /> v - <br /> d 1 7 <br /> •s <br /> 606 Tata)Mentions .r ®w•mn I ..c <br /> ® ? for 8117/16•3115116—._—_.—_o._____— _— er arm uMorre rm •at*,sa«m,l0 y — 0 O ® 0 _ <br /> % <br /> O . ____,,,,,..„.--os..„ O owner ie mm 45% a• Q n <br /> \ •Santa.ra,..um lu'. •co n 203 <br /> c in <br /> 0 wwerr.«eeer <br /> /i j•arm..ocmra 15y e e 3a <br /> .9 <br /> C O ebuwe.Wwlen..6.^, .• <br /> ra.lce.w.gv-,s:di wen PA'S, O s Worm Mena <br /> ® _ I 4 c • Aggregate Ae 4e nro O <br /> 0 <br /> •\ O O j Aggregate xe,4e.11.o 553,916,357 <br /> —'• `• 00 0I °Mare'seas 529.411,963 <br /> O - _ n' •Fre. Si <br /> 31 ', � 14,504.394 <br /> 3> <br /> O d } •.m, 9 <br /> a <br /> a <br /> ® TURNER - 45 - RFP: 17-10-01 <br />