RE/MAX of Western Canada Fall 2013 Campaign Reaching Western Canadians during a typical day

Transcription

1 RE/MAX of Western Canada Fall 2013 Campaign Reaching Western Canadians during a typical day Early Morning Television, Smartphones (Information) Evening Television, Tablet/Smartphone (Unwinding/Relaxing) Morning Television, Computer/Tablet (Entertainment/Background) Early Evening Television, Computer/Tablet (Entertainment/Background) Commute Smartphone (Distraction/Cocooning) Daytime Smartphone, Computer (Background/Research/Sharing) September 9 November 24, Million Impressions 6 Million Ads $2.10 to $1 ROI

2 RE/MAX of Western Canada Fall 2013 Campaign July August September October November December MEDIA / MARKET DETAIL OUT OF HOME Balloon Program TELEVISION BC / ALBERTA Local Conventional TV DATES VARY BY MARKET Online Television Viewing Video Pre-Roll BC / ALBERTA Global Weather Sponsorship Specialty Television (HGTV, Weather Network) WHL Partnership BC / ALBERTA Canucks, Flames & Oilers Rinkboards * Organ Transplant Sponsorship ONLINE Google SEO Google SEM Google Display (Re-targeting) Display (HGTV.ca) Mobile (TheWeatherNetwork.com) Facebook Miracle Month MAGAZINE MoneySense Canadian Real Estate Wealth Real Estate Marketing

3 Television Campaign Highlights Local BC and Alberta television stations, targeted specialty channels across Western Canada ensures broad reach of the Adult audience Spots air in relevant and high-ranked environments - news programming, popular sports coverage and Top 10 shows (i.e. Bones, Survivor, NCIS, The Voice) RE/MAX Balloon and The RE/MAX Collection billboard spots will air in combination with 15 seconds commercials Closet Space and Nerd Cave Ethnic communities in Vancouver, Calgary and Edmonton are reached through in-language 10 second spots, airing in Punjabi, Mandarin and Cantonese news programming Following the strong trend of online streaming, RE/MAX commercials will run during popular shows on all major television stations websites to increase reach and frequency of message

4 Television Special Features Global WeatherWatch (BC) and WeatherLive (AB) Sponsorships #1 ranked Global News is the platform of the Fall campaign Includes on-screen logo placement and 7 second sponsorship billboards running during weather reports in Vancouver, Calgary, Edmonton, Lethbridge and Kelowna (new this fall) Runs year-round, delivering over 150 million impressions! Real Estate Wednesdays on HGTV Presented by RE/MAX HGTV s real estate-themed night of the week - the perfect environment for reaching people interested in buying and selling homes Sponsorship recognition in HGTV s 30 second spots promoting Real Estate Wednesdays programs like House Hunters Renovation 15 second spots, 10 second closed captioning and program sponsorship billboards run throughout primetime on Wednesday nights Organ Donor RE/MAX is a proud supporter of Organ Donor Awareness, returning this October with sponsorship placement in TV commercials BC only

5 NHL Rinkboards Sports Sponsorships RE/MAX returns this fall with integrated packages reaching loyal NHL fans: Vancouver Canucks RE/MAX owns the coveted corner ice rinkboard at Rogers Arena, which places RE/MAX front and centre in game highlight footage Impactful Power Ring and Score Clock for in-arena fans Edmonton Oilers An integrated package with the Oilers, including a Rexall Place rinkboard for one period per home game and the RE/MAX Outstanding Play, Outstanding Result in-game feature on all Oilers broadcasts on Sportsnet West and Sportsnet One Calgary Flames One RE/MAX rinkboard for one period per home game at the Saddledome Sponsorship of the 50/50 draw, Power Ring, tickets, uniforms, and concourse 8 x 16 sign

6 Sports Sponsorships RE/MAX. Official REALTORS of the WHL RE/MAX reaches junior hockey fans in 17 Western Canadian cities The WHL is the home of future NHL stars The 2013/2014 season package includes: In-Arena Rinkboards and Video Contest Promotions Online presence RE/MAX Home Team hockey ticket contest is a possible agent/client contact point Promoted on whl.ca, remax-western.ca, and on both WHL and RE/MAX social media sites

7 Search Engine Marketing RE/MAX speaks to an audience that already shows interest in real estate through SEM Specific keyword searches for real estate via Google will trigger RE/MAX text ads to appear next to the search results and allows RE/MAX to instantly reach people searching for real estate information online Instant information access is crucial in our day and age, therefore both Residential and Commercial-related search messages will be displayed on desktop computers, laptops, tablets and smartphones, putting RE/MAX front and centre for all real estate-related searches on Canada s number one search engine at any time and on any device

8 Bulls-Eye Targeting through Re-Marketing As an extension to the SEM strategy, a Re-Marketing campaign will be implemented for the fall flight To reinforce the message, RE/MAX display ads will be shown to prospects that have visited remax.ca Example: RE/MAX display ads follow people who have already visited remax.ca, as they leave the site to browse on other online properties

9 Online Integration HGTV.ca Online complement to the HGTV Real Estate Wednesdays sponsorship Provides exclusive ownership of the Real Estate Wednesdays micro-site Co-branded RE/MAX and HGTV ads run throughout HGTV.ca promoting Real Estate Wednesdays RE/MAX display ads provide additional frequency of message and drive traffic to remax.ca Timing mirrors the HGTV fall television sponsorship Ads are geo-targeted to Western Canada audience only

10 Mobile The Weather Network Weather Eye App Ranked as the #1 Weather Smartphone App in Western Canada View RE/MAX ads on iphones, BlackBerries, Androids and *new for 2013* ipads and Android tablets Provides an online complement to the Weather Network television buy All clicks are delivered to remax.ca

11 MoneySense - September Magazines RE/MAX will return this fall with an outside cover wrap of MoneySense Magazine s September issue, featuring the Where to Buy Real Estate Now cover story Sponsorship includes 50,000 online impressions Real Estate Wealth Magazine - November Based on the success of the 2012 issue, RE/MAX will again take top sponsor billing in Real Estate Wealth Magazine s November Top 100 Neighbourhoods issue Sponsorship of the Vancouver Investor Forum, October at the Vancouver Convention Centre Real Estate Marketing Industry-insiders are reached through inside front cover ads in Real Estate Marketing (REM)

12 Fall 2013 Campaign Delivery Adult Impressions Adult 18+ Impressions # of Ads TELEVISION Local Conventional + Specialty 50, ,083, ,034,020 Global Weather (outside campaign weeks) 4,620 56,984,947 81,280,854 Television Pre-Roll for Online Television Viewing 722, , ,011 Subtotal 776, ,573, ,036,885 SPORTS MARKETING CBC Hockey 44 1,005,736 1,434,539 Canucks, Flames, Oilers and WHL In-Arena 84 23,734,140 33,853,347 Subtotal ,739,876 35,287,885 ONLINE Search Engine Marketing on Google n/a TBD TBD Google Re-Targeting Display n/a TBD TBD HGTV.ca 1,200, ,000 1,200,000 Weather Network Mobile 2,450,000 1,715,000 2,450,000 Subtotal 3,650,000 2,555,000 3,650,000 MAGAZINE MoneySense 1 155, ,572 Canadian Real Estate Wealth 1 90,000 90,000 Real Estate Marketing 6 56,340 56,340 Subtotal 8 301, ,912 COMMERCIAL DIVISION Magazine + Online 1,557,288 4,048,608 4,048,608 Subtotal 1,557,288 4,048,608 4,048,608 CAMPAIGN TOTAL 5,984, ,219, ,325,290 Note: Online search engine campaigns are based on a bidding system similar to an auction; therefore we cannot estimate the number of online ads and impressions until the campaign is complete

13 Commercial Division 2013 Plan The Commercial Real Estate decision maker target group has not changed in terms of its composition, but their media habits have been evolving with the landscape Magazines continue to perform well and Business Publications remain a key element of the 2013 plan *New for 2013* Online is a strategic addition for Our target spends more time than average online and they are more likely to go to News sites To extend reach, a custom News & Business channel has been created with Rogers Digital Network, and includes: Maclean s, Time, The Mark News, Canadian Business, MoneySense and Profit (all geo-targeted to Western Canada) In addition, the online edition of top daily newspapers in each major market have been included, and are content-targeted to the Business sections. Sites include: Vancouver Sun, Calgary Herald, Edmonton Journal, Regina Leader Post, Saskatoon Star Phoenix and Winnipeg Free Press

14 Commercial Division 2013 Campaign Schedule JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCTOBER NOV DEC Media and Vehicle Details Print Western Canada Western Investor Full Page Full Colour plus n/c Banners JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC Western Producer Classified display banner (6 x 28) 4 C x x x x x x x x x x British Columbia BC Business Full Page Full Colour Page 3 JAN MARCH APRIL JUNE AUG OCT DEC BC Business Top 100 Sponsorship (includes online) July Top 100 Business Vancouver Island 4C Ear Lug - Back Page JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC Business Examiner Thompson/Okanagan4C Ear Lug - Back Page JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC Office Space Outside Back Cover 4C and 1/3 Page FC Annual supplement to BIV - Published April 30 Relocation Guide Outside Back Cover 4C and 1/3 Page FC Annual Supplement in BIV - Published December BIV Book of Lists 2 Added Value 4C Banners Annual Compilation - Published in August Alberta Alberta Venture Full Page Full Colour JAN MARCH MAY JUNE JULY SEPT Online Western Investor Leaderboard Western Producer Listing under Classified online x x x x x x x x x x BC Business BB/LB/SS under Top 100 Listing Office Space and Relocation Guide Leaderboard on BIV website x Rogers News/Info Custom Channel Leaderboard and Big Box (Canadian Business, Macleans, 60,000 (10%) bonus impressions MoneySense, Profit, Time, The Mark News) Postmedia Business Channels Vancouver Sun Business Calgary Herald Business Edmonton Journal Business Saskatoon Star Phoenix Business Regina Leader Post Business Winnipeg Free Press Business Big Box Big Box Big Box Big Box Big Box Big Box