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Media & Marketing — Ad Campaigns Blossom on Schedule for Mother’s Day

KGTV Reports

High Viewership for

Channel 15 Newscast

Roses weren’t the only things en route for Mother’s Day. Advertising campaigns bloomed for companies such as La Jolla-based Proflowers.com.

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This month, Proflowers’ multimillion-dollar campaign involved the same television commercial that was broadcast during the winter holiday and Valentine’s seasons, done by Westport, Conn.-based agency American Marketing Works.

The spot shows a female worker whose delivered flowers remain fresh for seven days. She corrects co-workers who regularly comment that she must have gotten new ones.

Using the same ad, with an eight-second season-specific mention, saves marketing dollars and finance marketing to other cities, said Steve Bellach, Proflowers’ chief marketing officer.

Proflowers can use the same ad because the point of each campaign remains the same, Bellach said. Each commercial’s message is that Proflowers’ bouquets are guaranteed to last for seven days.

It’s Proflowers’ first year in a major advertising campaign, Bellach said. Bellach didn’t disclose exactly how much the company was spending.

The television commercials are being broadcast in 20 markets , such as Los Angeles, New York City, Boston and Chicago. The markets each rate high in “flower consumption and development,” which refers to wholesale data and other such research, he said.

Along with the TV spots, the campaign includes radio spots in 15-20 markets, he said.

The campaign has been successful, Bellach said. The company has seen a “significant” increase in sales in the targeted markets vs. the markets in which it hasn’t advertised. He couldn’t provide further details.

After Mother’s Day, Proflowers’ marketing department has a challenge: summer business tends to be slow. The next flower-sending season doesn’t come until Thanksgiving.

Proflowers will be testing some marketing that could buck the trend, Bellach said.

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Ratings: KGTV Channel 10 recently reported its news Channel 15 had more viewers in San Diego than other news cable channels.

According to the station, the channel is reaching 804,108 households in the San Diego area.

The station was launched in September 1996. Its programming includes a 9 p.m. newscast, replays of Channel 10 broadcasts and simulcasts of breaking news stories.

Status Chart: Locally based CIM Inc. recently signed new clients BenefitMall.com in Dallas and Fire Protection Products in Carlsbad. The Brown & Bostwick Group recently acquired three new local clients: Discover Pacific Beach, Mental Health Systems, Inc.’s Latina project and local blues musician Whitey Conwell. For Conwell, the company will promote his new CD, “Stay Tuned.” JM DigitalWorks of Carlsbad recently completed production on a promotional spot for Irvine-based footwear manufacturer Asics Tiger Corp. Two local agencies were recently signed by developer Douglas Wilson Cos. for a new residential loft project in East Village. Berkman Communications will be handling PR and Greenhaus Inc. will do the advertising and design work. Also involved in the project is local consultant Dick Daniels, a former partner of Berkman Communications’ Jack Berkman. Daniels has operated locally based RMD Communications since leaving the San Diego Unified School District last year.

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Sound Bites: Dwight Gould was recently appointed CEO of the Dakota Group, a locally based new media company. Before this job, Gould was senior marketing officer at Cedant Corp. in New York City. County Television Network recently won five awards from the Southern California & Nevada chapter of the National Association of Telecommunications Officers and Advisors. The station’s “County Chronicles” won for Best Magazine Show and “State of the County 2000” won for Best Community Event. Local news station KUSI-TV won two golds, one silver and one bronze at the recent Muscular Dystrophy Association Broadcast Awards. Locally based Encad, Inc. recently signed on as a marketing partner for the San Diego Opera’s 2000 international season. Encad will produce five 30-foot-tall banners to promote each of the opera’s productions. The banners will be hung on the fa & #231;ade of the Civic Theater, where the opera is housed. Daniels Cablevision’s production of the city of Carlsbad’s State of the City video recently won a Beacon Award from the Cable Television Public Affairs Association.

The deadline for the next Media & Marketing column is May 18. Rodrigues can be reached at (858) 277-6359, ext. 107, or via E-mail at trodrigues@sdbj.com.

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