Online Marketing Media Plan Proposal for: Hearthstone Homes

Transcription

1 Online Marketing Media Plan Proposal for: Hearthstone Homes January 12,

2 Proposal Summary The enclosed proposal details the services that Tandem Interactive can provide to Hearthstone Homes to deliver more traffic and leads. Preliminary research has been executed to determine possible interactive media vehicles and partners appropriate for Hearthstone Homes. Final research and analysis of all media vehicles and partners referenced herein will be executed when Hearthstone Homes executes a Tandem Interactive service agreement. Interactive Media Plan and Implementation Preliminary Research and Analysis Several assumptions were made about Hearthstone Homes for the purposes of this proposal; these assumptions need to be reviewed and validated by Hearthstone Homes before the Interactive Media Plan can be developed and implemented. Campaign Goals: it is assumed that the campaign goal for Hearthstone Homes is to generate qualified leads. Campaign Type All media dollars for Hearthstone Homes will be focused on direct response tactics designed to generate leads. Conversion tracking will be accomplished through the placement of small pieces of code within the Hearthstone Homes web site. A 90 day test plan will be developed and executed; at the conclusion of the 90 day test period, an ongoing media plan will be assessed and presented. Advertising Types and Vehicles for Consideration Display/Banner Advertising Using Behavioral Targeting Networks Behavioral targeting segments the audience based on observed and measured data the pages or sites users visit, the content they view, the search queries they enter, the ads they click on, the information they share on social networking sites and the products they put in online shopping carts. That data is combined with the time, length and frequency of visits on Web sites. Recency is important, too. Data from two weeks ago is far less accurate at predicting interest than data from two days ago. Behavioral targeting ad networks often provide advertisers with a discounted entry-way 2

3 into sites that normally would be out of budgetary reach. Multiple ad networks will be considered with the ultimate selection criteria for Hearthstone Homes being based on the network's ability to reach the Hearthstone Homes target audience and cost effectively deliver qualified leads. Targeted Sites Preliminary research indicates that sites targeting users interested in new homes, new construction, real estate, mortgages and home décor will be considered for the Hearthstone Homes interactive media plan. Further research, including exploration of demographic match, rate card, and ROI analysis by site is necessary before any of the below can be recommended for the Hearthstone Homes Interactive Media Plan. Also for consideration will be rental of these sites lists. Some examples of the types of sites that target home buyers and potential new home builders and warrant further exploration during the media planning process include: 1. New construction section 2. Home improvement and decorating sections 3. Home improvement and decoration sections Lead Generation Networks Lead generation and customer acquisition networks deliver customers on a pay-for-performance basis that meet specific predefined criteria. Through automated optimization technology and demographic targeting, these networks can continually provide leads to direct-response advertisers. Several lead generation networks will be reviewed and considered for Hearthstone Homes. Creative Requirements Creative requirements will be assessed in final detail upon completion of the Hearthstone Homes interactive media plan and strategy however, preliminary research indicates that Hearthstone Homes will require the following creative assets: 1. Two Landing Pages, once including form functionality 3

4 2. Two Banners in each of the below sizes, in each of the following formats: Flash, animated gif, static gif a. 300x250 b. 728x90 c. 160x600 Tandem Interactive Services Agreement It is recommended that Hearthstone Homes engage Tandem Interactive to provide a complete Interactive Media Plan including the following deliverables: Competitor Media Analysis (as competitive data is readily available) 90 Day Pilot Interactive Media Plan including negotiated rates with interactive media vehicles, media flight schedule, recommended creative approach and creative budget, projected ROI Fees: Interactive Media Plan - One time, $2,500 Implementation of media plan and ongoing analysis: 15% of monthly interactive media spend for spends over $10,000 per month; $1,000 per month below $10,000 per month media spend Terms of Agreement Because of the dynamic nature of our industry, all fees and costs outlined in this proposal are valid for 10 days and subject to revision thereafter unless otherwise executed. Upon the execution of this Agreement and receipt of 50% of the payment for the program fees, work will begin. The balance will be invoiced upon completion of the services outlined herein and payment due within 10 business days. Not included in the costs are misc. expenses including freight, Federal Express, long distance telephone, travel and other out-of-pocket costs incurred on behalf of the client. Miscellaneous expenses will be approved in advance and invoiced monthly. This project, once approved, is non-cancelable for any reason. Your signature below indicates acceptance of this proposal and the terms and conditions herein. Alternatively, your initial payment per the terms above will also represent acceptance of this proposal. To finalize this Agreement, please sign below indicating your agreement and understanding to the aforementioned terms and conditions. Payment of project-based services will be as follows: 50% of cost upon execution of this agreement 50% of cost upon completion 4

5 Proceed with the Program as Outlined Above: Executed this date: Tandem Interactive, Inc Hearthstone Homes Signature Name Title Signature Name Title 5