8.1. SR 01-21-2020 - Laserfiche WebLink

Home Browse Search

• Print Marketing Collateral; • Social and Digital Media Exposure; and • Display Opportunities. The first step in identifying quantitative value is by studying real -world media value in the marketplace. This involves understanding the total number of possible impressions available through each asset that reaches the target audience. We identify television, signage, print, digital and social media exposure and then scale impressions for each asset from "valued impressions" to "waste impressions," adjusting the media value accordingly. Standard discount rates range between 10 and 75 percent depending on the type and quality of exposure. Quality of exposure is determined by: • How prevalent the partner's ID (Name) is through the exposure period; and • The impact of its placement with its intended audience. Our specialists then use pre -impression, or rate -card, values to assign a price or value to each benefit identified. CPMs used for this purpose are culled from local, regional and national advertising rates depending on the scope of the opportunity. Typical CPMs can range from $2.50 for online exposure to $15 for large format out -of -home digital signage. They also represent the most accurate metric by which to determine exposure value for any particular partnership asset. Our quantitative analysis also includes an assessment of the value of engaging the target audience and the quality of exposure received. Understanding the value of each impression with respect to a specific demographic or target audience is an important component. For example, a target student demographic of 18- to 21-year-old females may be considered a "premium audience" by one partner, while another may be trying to reach 35- to 54-year-old male alumni. Our valuation is adjusted accordingly for each opportunity and asset. The final aspect of our quantitative assessment is identifying the costs of engaging the target audience and achieving high -quality exposure. This includes an assessment of the cost of delivery (to the partner) and may include direct costs (installing a hard sign), overhead costs (maintaining a media platform) or development costs. QUALITATIVE ANALYSIS Qualitative Benefits, or intangible benefits, enhance the value of a Naming Right and typically fall outside traditional media platforms making them difficult to quantify. Superlative classifies Qualitative Benefits into five distinct categories based on its extensive experience selling, negotiating and auditing Naming Rights and corporate sponsorships: • Prestige of Property; • Value of Audience; • Opportunity to Activate; 5