Copy of CAPP - Postmedia Board Presentation - Highlights

Publisher's Note

What really

drives Canada's

economic engine?

From its inception, the National Post has been one of the country's leading voices on the importance of energy to Canada’s business competitiveness internationally and our economic well being in general.

We will work with CAPP to amplify our energy mandate and to be a part of the solution to keep Canada competitive in the global marketplace. The National Post will undertake to leverage all means editorially, technically and creatively to further this critical conversation.

Strategy Breakdown - Digital

Postmedia Energy Footprint

Business Editorial

Regional, national and international

news and information about energy markets, investing, policy and commentary.

What really drives Canada's economic engine?

Full sponsorship of FP Energy and Energy Channels across 9 Postmedia Metros with consumer touch points including:

• resource centre
• partners widget
• video player
• 2x offer box
• events calendar
• conversation widget
• leaderboard
• 2x big box ad units
• 3,000,000 guaranteed impressions per month within sponsorship and targeted on Postmedia network as needed
• 1,500,000 cobranded promotional impressions
• Content module driving traffic to sponsored pages from FP Index page and Business index pages across:

Consumer Editorial

Regional, national and international consumer energy news, education and entertainment on the environment, alternative energy and energy future.

Strategic

Thinking

Brand Experts (Examples)

Energy, of course.

While Albertans may be acutely aware of this fact, the rest of the country often fails to grasp the fundamental role the energy sector plays in building and sustaining economic prosperity.

Postmedia and CAPP will bring energy to the forefront of our national conversation. Together, we will engage executives, the business community and the Canadian public to underscore the ways in which the energy sector powers Canada.

Vancouver Sun: Regional energy news and business news; environment.

Calgary Herald: Regional and national and business news; producer news.

Edmonton Journal: Regional producer news; policy.

National Post: National and international business news, investing, policy and comment.

Ottawa Citizen: National policy, energy future, nuclear and alternative energy.

Montreal Gazette: Hydro and alternative energy.

Strategy Breakdown - Print

FP Infomart Measurement Insights

Strategy Breakdown - Bonus Pages

Strategy Breakdown - Mobile

Program Architecture

Postmedia Energy Footprint

• 12 Full page 4-colour ads to run in any Postmedia Asset (NP, Metro Papers, FP Magazine)
• 4 Network Homepage takeovers

Full sponsorship of FP Energy on mobile and tablet

• 100% share of voice of FP Energy
• 666,666 guaranteed impressions per month
• Targeted across Postmedia as needed:

Canada’s largest and leading media monitoring service with 25 years of experience delivering research solutions to blue-chip brands. From traditional print sources to social media platforms such as Facebook and Twitter.

Through our Infomart division, we’ll be able to measure content in real-time across our brands and use that data to inform strategic shifts to meet campaign goals.

Financial Post

• 10 column by 100 line colour ad in FP against FP Energy content
• Frequency: weekly for 12 months = 52 insertions

Postmedia Market Sites (5 markets)

• 10 column by 40 line colour ad in FP Branded Pages against FP Energy content
• Frequency: weekly for 12 months = 52 insertions (260 across 5 markets: VS, EJ, CH, OC, MG)

Postmedia Market Sites (5 markets)

• 10 column by 40 line colour ad in FP Branded Pages against FP Energy content
• Frequency: bi-weekly for 12 months = 26 insertions (130 across 5 markets: RLP, SSP, VP, WS, WFP)

The Postmedia Network is the country's leading voice on the importance of energy to Canada's business competitiveness internationally and our economic wellbeing in general. We will work with CAPP to amplify our energy mandate and to be a part of the solution to keep Canada competitive in the global marketplace. Postmedia will undertake to leverage all means editorially, technically and creatively - through the Financial Post, Postmedia market newspapers and affiliated media partners - to further this critical conversation.

Strategy Breakdown - Joint Ventures

Strategy Breakdown - Special Reports

Strategy Breakdown - Promotional Drivers

Postmedia will produce special Joint Venture sections

• Topics to be directed by CAPP and written by Postmedia
• 12 single-page Joint Ventures in National Post
• 12 single-page Joint Ventures in 12 major markets:

Postmedia will market the program with:

• Direct mail postcard announcing program launch
• Co-branded 728 x 90 leaderboard ad unit
• Co-branded 300 x 250 big box ad unit
• Co-branded print ad placements

Postmedia will produce:

• Four 8-page FP Energy Special Reports (Quarterly)
• One 8-page Special Report in Ottawa Citizen and National Post

• One 8-page Special Report in Ottawa Citizen and National Post

• Topics to be arranged by Postmedia and CAPP
• All ad units CAPP (50:50 ad:edtorial ratio)