THE AGENDA. League of Southeastern Credit Unions. 1. Planning Parameters. 2. Media Strategy. 3. Media RecommendaBons. 4.

Transcription

1 League of Southeastern Credit Unions THE AGENDA 1. Planning Parameters 2. Media Strategy 3. Media RecommendaBons 4. Media Flowchart 5. Budget Summary A CAMPAIGN SNAPSHOT

2 Planning Parameters Objectives: Primary: Continue to create consistent brand awareness to grow membership at LSCU s locations. Secondary: Continue to create awareness of the benefits of LSCU and credit unions in general. Primary Target Audience: Primary - Women Secondary - Adults Timing:! Start Sept 14, 2015! End Nov 23, 2015

3 Media Strategy Drive a media mix that will deliver measureable impact to meet the goals of the LSCU campaign Improved targebng to ensure synergy to the right audience at the right Bme in the right media. Leverage branding opportunibes in conjuncbon with direct response mechanisms to efficiently use LSCU Budgets to have maximum impact on membership and brand retenbon. Expand the digital plasorm to engage a more digitally savvy market place. This plasorm allows us to micro manage conversion and engagement within BeUerNameForBanking.com

4 THE CAMPAIGN STRATEGY & REVIEW To help LSCU Member Credit Unions achieve its objecbves: Create Brand Awareness Grow Membership Create awareness of the benefits of Credit Union Membership Designed to inform, connect, and engage consumers in the greater Tampa area. Scout Branding is proud to offer the following mulbmedia plan.

5 Media Mix Tampa Outdoor 9% Radio 16% Digital Total 43% TV 32% $89,445 $25,300 $7,750 $51,360 $121,067 $2,800 $28,417 Mobile $31,000 $22,000 E mail $10,100 $15,000 $4,000

6 $89,445 Adults /14 9/21 9/28 10/5 Station Affil Day DP Time Program RTG Dur 9/20 9/27 10/4 10/11 WFLA-TV NBC M-F EM 5:00a- 6:00a WFLA NEWSCHANNEL # WFLA-TV NBC M-F EM 6:00a- 7:00a WFLA NEWSCHANNEL # WFLA-TV NBC M-F LF 11:35p-12:35a TONIGHT -JIMMY FALLON 1.0 # Station Total: 68.0 WFTS-TV ABC W-F EM 6:00a- 7:00a 10 NEWS 0.5 # WFTS-TV ABC W-F EM 6:00a- 7:00a 10 NEWS 0.5 # WFTS-TV ABC M-F EN 5:00p- 5:30p 10 NEWS 0.6 # WFTS-TV ABC M-F LF 11:35p-12:35a Jimmy Kimmel 0.0 # Station Total: 18.7

7 $89,445 TOTAL SPOTS: 265 TOTAL COST: $89, TOTAL Adults TRPs: TOTAL Adults CPP: $ Adults /14 9/21 9/28 10/5 Station Affil Day DP Time Program RTG Dur 9/20 9/27 10/4 10/11 WTSP-TV CBS W-F EM 6:00a- 7:00a 10 NEWS 0.5 # WTSP-TV CBS W-F EM 6:00a- 7:00a 10 NEWS 0.5 # WTSP-TV CBS M-F EM 7:00a- 9:00a CBS TODAY 0.5 # WTSP-TV CBS M-F EN 5:00p- 5:30p 10 NEWS 0.6 # WTSP-TV CBS M-F LF 11:35p-12:35a LATE SHOW COBErT 0.5 # WTSP-TV CBS M-F RT 12:35a-11:35a LATE LATE SHOW 0.5 # Station Total: 66.0 WTVT-TV FOX M-F EM 7:00a- 8:00a GOOD DAY TAMPA 3.7 # WTVT-TV FOX W-F EM 5:00p- 6:00p JUDGE JUDY 2.0 # WTVT-TV FOX M-F EN 6:00p- 6:30p FOX NEWS 6 NEWS 2.3 # Station Total: 82.5

8 Vendor Start Date DuraBon Ad Size (HxW) OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/15 1 Week 14' x 48' OuSront Media 9/21/15 1 Week 14' x 48' OuSront Media 9/21/15 2 Weeks 14' x 48' OuSront Media 9/21/15 4 Weeks 14' x 48' OuSront Media 9/21/ Weeks 14' x 48' OuSront Media 9/21/ Weeks 14' x 48' OuSront Media 9/21/ Weeks 14' x 48' OuSront Media 10/5/ Week 14' x 48' $25,300

9 $51,360 Adults Women /14 9/21 9/28 10/5 Station Format Day DP Time Program RTG RTG Dur 9/20 9/27 10/4 10/11 WDUV-FM Soft AC M-F AM 6:00a-10:00a # WDUV-FM Soft AC M-F AM 6:00a-10:00a # WDUV-FM Soft AC M-F AM 6:00a-10:00a # Station Total: WLLD-FM Rhythmi M-F AM 6:00a-10:00a # c CHR WLLD-FM Rhythmi M-F AM 6:00a-10:00a # c CHR WLLD-FM Rhythmi M-F AM 6:00a-10:00a # c CHR Station Total: WQYK-FM Country M-F AM 6:00a-10:00a # WQYK-FM Country M-F AM 6:00a-10:00a # WQYK-FM Country M-F AM 6:00a-10:00a # Station Total: WRBQ-FM Classic M-F AM 6:00a-10:00a # Hits Station Total:

10 SCHEDULE TOTALS $51,360 TOTAL SPOTS: 604 TOTAL COST: $51, TOTAL Adults TRPs: TOTAL Adults CPP: $ Adults Women /14 9/21 9/28 10/5 Station Format Day DP Time Program RTG RTG Dur 9/20 9/27 10/4 10/11 WWRM-FM Adult M-F AM 6:00a-10:00a # Cont. WWRM-FM Adult M-F AM 6:00a-10:00a # Cont. WWRM-FM Adult M-F AM 6:00a-10:00a # Cont. Station Total: WXGL-FM Classic M-F AM 6:00a-10:00a # Hits WXGL-FM Classic M-F AM 6:00a-10:00a # Hits WXGL-FM Classic M-F AM 6:00a-10:00a # Hits Station Total:

11 Only Television can give the total experience to express the brand/product. It allows for sight, sound, and mobon which in turn creates emobon. " 30 second spots will run on local Broadcast Television to tell the story of Credit Union benefits. " 10 & 15 second traffic sponsorships will be used to increase the Brand recall through the durabon of the campaign " Broadcast was a decisive winner to garner a beuer reach and frequency as compared to Cable Television opbons

12 RepeBBon is necessary when trying to increase your product awareness, or when you simply want to get your message across to millions of people. This task can easily be accomplished with billboard campaigns. " High Impact Digital Billboards will be used to keep producbon costs down. " Further increase reach and reinforce the message " Constant awareness/frequency in key geographic area

13 Psychologists tell us that consumers need to be exposed to an adverbsing message mulbple Bmes. Radio is the medium you can ublize to build that frequency. " 30 second spots will be used to deepen the message to our target audience. " 10 & 15 second traffic sponsorships ublized at campaign launch to build and extend the reach and frequency in the market. " StaBons purchased this year were based on rabngs and cost per points. Each stabon s schedule was individually placed to achieve the maximum market impact.

14 Since Internet is the major source for gathering informabon and only 2% of our target audience does not use the internet, internet presence will be key. This will also allow us to extend the campaign for 10 weeks. Online adverbsing will increase brand awareness and drive traffic to efficiently and effecbvely. " Leverage the video creabve to deliver to consumers where they are consuming and offer a conduit to drive traffic to the website " High level of tracking will allow us to opbmize the campaign to deliver the most and best quality traffic. Mobile E mail

15 Search Engine MarkeBng Pay- Per- Click (PPC) Search Engine MarkeBng, also known as PPC or Pay- Per- Click, is the process of displaying ads when a user searches on search engines like Google, Yahoo and Bing. AdverBsers can create campaigns to target users searching specific keywords, resulbng in highly relevant ads and much beuer results than many other types of adverbsing. AdverBsers only pay when their ads are clicked. Natural Rank

16 Facebook Management and AdverBsing Social media plasorms like Facebook, TwiUer, and Google+ can all be used to make your small Nashville business feel more like a big business. Now you and your customers can communicate with each other in an all new way that adds personality and familiarity to your business. Advanced Targe3ng For clients that have a need for more targeted adverbsing campaigns, we provide more advanced persona targebng, including: Custom audiences Look- alike audiences Website custom audiences RetargeBng Persona Targe3ng The best way to get someone interested, is to place ads in front of people that are interested in that product/service and most likely to buy from that business. More precise targebng Built using demographics, geography, likes, interests, and behaviors.

17 Pre Roll Video Targeted Television # Interest targeting: Target people whose online behaviors show they share a common interest, like banking or financial products # Topic targeting: Target people based on sites rather than audience. Pick a topic like banking, financial, or monetary, and your ads will show on groups of quality sites related to that topic. # Geo targeted # Charged on a CPC

18 Pandora Radio Internet Radio # Targets by age, gender, and location # Cross platform desktop, mobile, or tablet # Message is served to audience when listener interacts with the tuner by skipping songs or changing stations

19 Instagram Instagram for Business # Instagram is unlike any other platform in its singular focus on captivating imagery, giving brands an avenue for rich visual storytelling. # Targets by age, gender, and location # Target consumers where they are engaging in content

20 TwiUer Social Media in 160 characters # Target by Keywords in timeline, interests, geography, gender, & similarity to existing followers # Target people who are following other banks # Measure success with comprehensive analytics easily track the impact Twitter has on your business. Dashboards give you the insights you need to drive better results.

21 Mobile MeeBng consumers where ever they are # Reach broad audiences relatively easily with multiple targeting capabilities such as: Geography, Demographic, and Contextual. Contextual advertising is a form of targeted advertising for advertisements appearing on websites based on the identity of the user and the content displayed. # Retargeting ads are displayed to visitors of BetterNameForBanking.com as they visit other sites on the Internet, making sure that the prospect does not forget about the original business site as they continue to think over their buying decision.

22 Targeted Targeted 44% of recipients made at least one purchase last year based on a promobonal . Delivered directly to the inbox of new prospects and previous customers on behalf of your business. We have chosen from the best opt-in lists, from hundreds of profile selections, that target your ideal prospects.