Table 2.
Costs of the FinishIt campaign by fiscal year (FY) and cost category reported in US $ in year expended.
| Cost Category | FY 2014 | FY 2015 | FY 2016 | All Years | Explanation and Comments |
|---|---|---|---|---|---|
| Marketing | 5,234,500 | 61,074,000 | 70,186,000 | 136,494,500 | Other than personal service.* |
| Media | 0 | 48,440,000 | 55,569,000 | 104,009,000 | TV, radio, digital, and cinema advertising. |
| Creative Production | 497,000 | 2,869,000 | 3,263,000 | 6,629,000 | Production costs related to our ad agency, 72andSunny, and includes all aspects of creation, talent fees, printing, and dissemination. |
| Interactive | 1,250,000 | 765,000 | 1,945,000 | 3,960,000 | Digital banners, social posts, or social/homepage takeovers; developing thetruth.com website, mobile commons, and digital analytics; costs associated with social production and engagement. |
| Grassroots/Tour | 0 | 2,527,000 | 2,125,000 | 4,652,000 | FinishIt tour: gear (skatedecks, sunglasses, bags, and t-shirts) storage of trucks and gear, drivers, permits, equipment, other related costs. |
| Audience Research | 129,500 | 257,000 | 228,000 | 614,500 | Audience segmentation studies and communication checks (i.e., focus groups, discussion boards, partnership research studies). |
| Vendor Travel | 0 | 102,000 | 127,000 | 229,000 | Costs incurred for our vendors (e.g., our ad agency) to travel on behalf of FinishIt. |
| Agency Fees | 3,250,000 | 5,991,000 | 6,397,000 | 15,638,000 | |
| General and administrative | 108,000 | 123,000 | 532,000 | 763,000 | Operational expenses related to running FinishIt, including rent, utilities, and insurance. The rate for marketing general and administrative expenses increased from FY 2015 to FY 2016. |
| Communications | 364,560 | 717,850 | 1,991,000 | 3,073,410 | Other than personal service.* |
| Evaluation Science and Research | 3,155,161 | 4,726,655 | 3,484,817 | 11,366,633 | Other than personal service.* |
| Truth Initiative Salaries | 3,137,000 | 3,644,000 | 4,341,000 | 11,122,000 | |
| Total cost | 11,891,221 | 70,162,505 | 80,002,817 | 162,056,543 |
* For marketing, “other than personal service” include money spent on media, supplies, travel, research, service contracts, etc. For Communications and Evaluation Science and Research include service contracts, research, supplies, travel, equipment, and general and administrative expenses.