A CAMPAIGN SNAPSHOT
THE AGENDA
1. Planning Parameters 2. Media Strategy 3. Media RecommendaBons 4. Media Flowchart 5. Budget Summary League of Southeastern Credit UnionsPlanning 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 25-49
• Secondary - Adults 25-49
•
Timing
:
! Start Sept 14, 2015 ! End Nov 23, 2015
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
STRATEGY
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 Montgomery area. Scout Branding is proud to offer the following mulBmedia plan.
Media Mix
$ -
$3,730
$3,740
$32,460
$1,800 $2,800 $8,300 $9,300 $2,000 $ - $3,660 $4,600 Mobile E mail Outdoor 9% Radio 9% TV 0% Digital Total 82% Montgomery$3,730
Vendor Start Date DuraBon Ad Size (HxW) SPOTS PER DAY LocaBon GUARANTEED Rate
Lamar Outdoor 9/21/2015 2 Weeks 14' x 28" 1665 N/S 1-‐85 @ 911 HUTCHINSON F/E $1,389.71
Lamar Outdoor 9/21/2015 2 Weeks 14' x 28" 1665
W/S 1314 EAST BLVD S/O
CARMICHAEL F/N $1,007.07 Lamar Outdoor 9/28/2015 2 Weeks 10'6" x 36' 1665 CHANTILLY PKWY S/O I-‐85 F/N $1,333.19
$3,740
Adults 25-49 Women 25-49 9/14 9/21 9/28 10/5 Station Format Day DP Time Program
RTG RTG Dur 9/20 9/27 10/4 10/11
WLWI-FM Country W-F AM 6:00a-10:00a 1.6 0.0 # 2 1 2 1
WLWI-FM Country M-F AM 6:00a-10:00a 1.6 0.0 # 10 14 10 14
Station Total: 86.4 0.0 WMXS-FM Adult Cont. M-F AM 6:00a-10:00a 2.1 0.0 # 10 10 10 10 WMXS-FM Adult Cont. Tu-F AM 6:00a-10:00a 2.1 0.0 # 4 4 4 3 Station Total: 115.5 0.0 SCHEDULE TOTALS TOTAL SPOTS: 109 TOTAL COST: $3,740.00 TOTAL Adults 25-49 TRPs: 201.9 TOTAL Adults 25-49 CPP: $18.52
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
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.
Mobile E mail
" 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.
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
www.BeUerNameForBanking.com efficiently and
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.
Pay-‐Per-‐Click (PPC)
Search Engine MarkeBng
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.
Management and AdverBsing
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
Advanced 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.
# 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
Pre Roll Video
# 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
Internet Radio
# 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
Instagram for Business
# 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.
MeeBng consumers where ever they are
Targeted Email
44%
of email recipients made at least onepurchase last year based on a promoBonal email.
Targeted Email
Delivered directly to the inbox of new prospects and previous customers on behalf of your business. We have chosen from the best opt-in email lists, from
hundreds of profile selections, that target your ideal prospects.
