Media Buying Brief. Older People and Health Protection. agency fees)

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1 1 Media Buying Brief 1a) Campaign Summary Client: Issue: Strand: Taxonomy Code: Summary of complete marketing/ communications strategy Objective: what is the one thing you want to achieve? (& is there a tangible KPI you are tracking) Public Health England Diabetes early diagnosis Older People and Health Protection This campaign is the first national roll out of diabetes early diagnosis 1. Raise awareness and prompt recognition of the symptoms of diabetes 2. Drive people who notice symptoms to visit their GP as soon as possible 3. Highlight the benefits of early diagnosis (symptoms needs to be the primary message takeout) 1b) Budget & Timings Total Client Media budget Inc / Ex. VAT: Briefing issue date: Campaign timings: 2.5m cost to client (CTC) (ex VAT, including agency fees) 1c) Other Details Regionality Restrictions (e.g. regional exclusions, daypart, partnerships in place) Ex - kids restrictions apply Ex - breakfast Assets available (e.g. creative, website or leaflets, etc. ) TV Commercial x 1 Press ads x3 Radio ads x 2 Pharmacy Bags x1 GP Video OOH posters for buses x 2 1d) Contacts Comms planner: Media Buying contact:

2 2 Advertising Agency: 1e) Channel Investment Summary Digital Online Display Digital Biddable Media (e.g. Search, youtube, Facebook, GDN) OOH AV (e.g. TV, VOD, Cinema) Radio Press N/A 25K (ex VAT) - 1% of total budget Pharmacy bags - 60K (ex VAT) GP Screens- 60K (ex VAT) Bus posters 200k (ex VAT) 13% of total budget 1.475,450 (ex VAT) split as follows: 1.475m National TV, VOD- 65% Incl. 25K for up-weight of national ad on BME channels 300K National (ex VAT) 13% of total budget Incl. 20k allocated to BME up-weight on key stations (English Speaking, Black African, South Asian and Caribbean) 300K (ex VAT) 13% of total budget Incl. 15k allocated to BME up-weight in key titles (English Speaking, Black African, South Asian and Caribbean)

3 3 2a) Communications strategy What is the role for marketing and communication interventions? 1. Engage audiences with the lead messages of the campaign 2. Create a spike of mass awareness in October and November 3. Build frequency of messaging / incremental reach over the course of the campaign through use of multiple media touch-points Summary of communications strategy The brief for 2014 is to roll out the diabetes campaign on a national scale. The core marketing objectives for the campaign are detailed above. Beyond the base media plan we also want to find ways to activate the campaign in the most contextually relevant environments to create cutthrough at launch Research from regional de-brief identified stronger performance of TV in particular, but highlighted the effectiveness of secondary media channels (especially radio) vs. other regional campaigns. Direct communications helped to deliver depth of messaging and provide consumers with more detail about the other symptoms of diabetes. Recommend a base of TV activity, supported by secondary media channels including: Other paid media - Radio to support TV message- high propensity among our audience to listen to radio and performed particularly well in the regional de-brief upweighted to key listening peaks for this audience. - National press across popular and mid-market titles (including supplements) to provide incremental reach and build frequency in an trusted and authoritative environment for our target audience - Search (Pay Per Click and SEO) focus on terms relating to Diabetes as we know that our TV activity drives an uplift in related audience searches - Pharmacy bags and GP screens to reach audience in an authoritative trustworthy and relevant health environment - Bus posters to ensure presence in a contextually relevant environment and re-enforce the central campaign messaging at locations where we are running PR/ events we should aim to have a presence Other BTL activity - Roll out face to face campaign - PR In addition to the main campaign we will using a proportion of our 2.5m budget ( 60k 2.5%)to target a BME audience: The aim of the BME strategy is to: Reflect national activity in key BME audiences Ensure presence in those environments where there is a strong Black African/ South Asian/ Caribbean viewership, listenership or readership who are English speaking

4 4 How do we expect this marketing activity to change behaviour, and has any behaviour change theory been applied? Please describe the latest creative strategy (e.g. creative brief/strategy, or finished creative) The expectation is that this campaign will encourage people who notice the central symptoms of diabetes to go to their GP immediately (symptom needs to be the primary message takeout) All advertising features real people noticing symptoms of diabetes whilst going about their usual daily routines. Television advertising features people drinking excessively, worrying about their waistlines, getting up in the middle of the night to go to the toilet and being excessively tired. All advertising features a real GP as the core message is to go to your GP if you see some/any of these symptoms persistently. 2b) Target Audience Target group: (this is the strategic target defined by the communications planning agency) Buying Audience Our target audience is C2DE Adults 50+ (size = 8.6m:TGI Target Group index) The secondary audience is partners and family members All adults TV (this is audience you think best enables the Media Buying agency to reach your target group)

5 Digital Online Display briefing form Role of the channel (e.g. outputs, outcomes or campaign type). Refer back to the Objectives and lessons learned section above: Digital Online Display channel requirements (e.g. URLs, does site exist, etc) 5 Online Display Mobile Display VOD Online Internet Site Mobile Internet Site VOD format Total Digital Online Display Client Budget - stipulate (incl. VAT) or (exc. VAT) Campaign timings for Display Audiences to report against (specify if campaign audience, target group or buying audience comscore ): Previous channel learnings and source: What does TouchPoints suggest for the deployment of messaging via Online, mobile and VOD (e.g. relevant mood/location/secondary activity)? Required KPI targets and measurables (detail outputs from outcomes, e.g. number of impressions, number of responses, or level of awareness or specific behaviour change that this channel can be attributed to): Define Artemis funnel criteria (use appendices for reference) note that not all will be relevant for digital: Online Display Mobile Display VOD Total response Invalid response Valid response Information response Active response Contactable response

6 6 Intermediate conversion Full response Digital Creative Brief description of work, whether including brand/campaign proposition, and any mandatory requirements: Are there any daypart, day of week or editorial environment recommendations or restrictions? Specify the role for media owner partnerships (please specify link with other channels where appropriate): What specific channel tests are in place, and how will they be measured? Is it possible to add third-party tags to your website? If so, please detail type of tag. (Client to confirm.) Do you require your Google analytics account (if applicable) to sync with Google PPC? (Client to confirm) (n/a for mobile)

7 Digital Biddable Media briefing form Total Digital Biddable Media Client Budget stipulate (incl. VAT) or (exc. VAT) Campaign timings for Biddable Role of Search 7 25K CTC (Ex VAT) Campaign history New campaign BAU Has run before Campaign type Direct response Other Brand/awareness Versions of Website Desktop Standard mobile Destination URL(s) Measurement What are we measuring? KPI s NHS.UK/Diabetes Registrations Downloads Other (pls specify) Target CPR Applications Sales Target CPA Traffic Driving WAP Mobile Traffic/clicks Impressions ROI Click volume Target CPC Other (pls specify) Targeting Search Networks Google Yahoo Bing Google Display Network Contextual Targeting Site Targeting Mobile Search Segmented None Geographical UK Wales England N Ireland For counties and cities please attach file. YouTube Promoted Videos Yes No Facebook (CPC/ASUs) Yes No Keywords & Ad Copy Keyword Considerations Any Search Call to Action(s) Ad Types Scotland Regional Focus on Be Clear on Diabetes terms only and derivations of these terms Text Text to call Image Video

8 8 Ad Copy/Assets Supplied Yes No to Follow Ad Copy Considerations/Call to Action Display URL Keyword and Ad Copy Approval COI Client Tracking 3 rd Party Tracking DoubleClick/DART Google Analytics required to sync with Ad Words? Omniture Speedtrap/SAS Google Analytics AdGooroo tracking required? Yes No Reporting Yes Reporting frequency Fortnightly (standard) Bespoke Details of bespoke Clash management Are you aware of any keyword clashes with other campaigns? If yes, what is the campaign in question? Are the clashing keywords critical to your campaign audience? If so, why? Website Who controls the site(s)? (include name) No Webtrends Other (pls specify) Avoid clashes with other diabetes terms charities/ NHS choices Yes Creative agency Other Client No Analytics agency Contact Name Contact Details Can they place spotlight container tags? If they can, what are the turnaround times? Yes No SEO Who Manages SEO? In House Other SEO Agency Creative Agency Contact Name

9 9 Contact Details

10 10 OOH channel brief Role of the channel (e.g. outputs, outcomes or campaign type). Refer back to the Objectives and lessons learned section above: Channel formats required: Total OOH Client Budget - stipulate (incl. VAT) or (exc. VAT) Campaign timings for OOH Audiences to report against (specify if campaign audience, target group or buying audience POSTAR ): Reach our audience in a relevant, authoritative and trustworthy health environment - i.e. Pharmacies & GP Surgeries as well as contextually relevant environments for the creative messaging i.e. buses Pharmacy Bags, GP Surgery screens and buses 320k (ex VAT) 16th October 21 st November (work around in-charges for OOH) C2DE 50+ adults Previous channel learnings: What does TouchPoints suggest for the deployment of messaging via this channel (e.g. relevant mood/location/secondary activity)? Required KPI targets and measurables (detail outputs from outcomes, e.g. number of responses, or level of awareness or specific behaviour change that this channel can be attributed to): Creative materials (eg.jpegs/.pdfs of treatments): Format guidelines: Environment guidelines: Can TV creative be adapted for digital outdoor sites? n/a Level of awareness/ Coverage and frequency of messaging 1 x male and 1 x female Doctor executions Pharmacy bags within England pharmacies Buses England only, in all major cities where we are running events or PR activity we should aim to have a presence GP screens England only Yes for GP screens creative has already been adapted

11 11 Specify the role for media owner partnerships (please specify link with other channels where appropriate): What specific channel tests are in place, and how will they be measured? None None

12 AV channel brief Role of the channel (e.g. outputs, outcomes or campaign type). Refer back to Objectives and lessons learned section above: AV requirements / formats: TV VOD Cinema The objective of TV is to provide broadcast messaging that is clear, concise and directional to raise awareness of signs and symptoms of diabetes VOD will deliver incremental coverage vs. the target audience and allow for direct click through for more information n/a Total AV Client Budget - stipulate (incl. VAT) or (exc. VAT) Campaign timings for AV Audiences to report against: (specify if campaign audience, target group or buying audience BARB / FAME / comscore ) Previous channel learnings: What does TouchPoints suggest for the deployment of messaging via this channel (e.g. relevant mood/location/secondary activity)? Required KPI targets and measurables (detail outputs from outcomes, e.g. number of TVRs achieved vs. target, number of responses, or level of awareness or specific behaviour change that this channel can be attributed to): Creative materials (e.g. copy scripts or videos/.mpegs): 1.475m CTC (ex VAT) - including VOD 63% of total budget Including- 25k BME TV 16 th October 21st h November C2DE Adults 50+ for core campaign BME: Black African and Caribbean and South Asian English speaking only High levels of recall driven by TV ad for other signs and symptoms campaigns (77%) Our audience spend most of their time at home and TV comes up highest in their media consumption they are typically heavy viewers of TV, overly indexing against the national average- particularly across the daytime and during peak (evening-time) ITV and MCH over index vs. national average too Estimated delivery of 560 Adult TVRs (Television Ratings) Estimated coverage of 7 OTS (Conversion to C2DE 50+ Adults = approx. 900 TVRs / Estimated delivery = 10 OTS) (vs. Lung Cancer National roll out of 597 Adult TVRs) To be supplied Tuesday 16 th October 21st November Copy lengths, rotation ratios and phasing/timing/weighting of activity: All adults buying audience as this delivers best conversion vs. our TA Recommend running all time throughout the campaign to maximise coverage of primary and secondary audiences however consider daytime up-weight Up-weight first 2 weeks of the campaign (250 TVRs) with a view to

13 13 maximising 1+ reach and impact in a short period of time Drop down to recency weights (i.e. between TVRs per week) hereafter to allow us to allow us to extend the campaign into November and build frequency, without dropping below optimal weekly weight thresholds Guide for relevant editorial environment: Will ethnic airtime be required? Web Are there any daypart, day of week or editorial environment recommendations or restrictions? Specify the role for media owner partnerships (please specify link with other channels where appropriate): What specific channel tests are in place, and how will they be measured? Channels and programmes that convert well vs. our audience Yes budget available to run the national ad on English only BME channels Web nhs.uk/diabetes N/a None As above England only Is anything mandatory, or are there any specifics (e.g. programming/station or region)?

14 14 Radio channel brief Role of the channel (e.g. outputs, outcomes or campaign type). Refer back to the Objectives and lessons learned section above: Provides increased campaign frequency and maintain top of mind awareness at key times of our audience s media day Role for community Total Radio Client Budget - stipulate (incl. VAT) or (exc. VAT) 300k CTC (Ex VAT) 13% of total budget Incl. 20k for BME targeted activity on English speaking stations 21 st October- 20 th November Campaign timings for Radio Audiences to report against (specify if campaign audience, target group or planning/buying audience RAJAR ): Previous channel learnings: What does TouchPoints suggest for the deployment of messaging via this channel (e.g. relevant mood/location/secondary activity)? Required KPI targets and measurables (detail outputs from outcomes, e.g. number of responses, or level of awareness or specific behaviour change that this channel can be attributed to): Creative materials (e.g. copy scripts or audio): Copy lengths, rotation ratios and timing/weighting of activity: (suggested timings if we can stretch the campaign for 5 weeks from 15 th October without compromising delivery please advise- i.e. week on week off) C2DE Adults 50+ BME: Black African and Caribbean and South Asian audiences Pilot regional test results demonstrate effectiveness of radio for signs and symptoms/early diagnosis work All day-parts, up-weighting key listening periods (i.e. drive- time) and any key regional hotspots that are identified against our audience Estimated 5.2 OTH (Opportunities to Hear) As per the pilot test x 2 executions 30 2 radio ads with equal rotation What is the copy response mechanism (e.g. telephone number, specific website or As TV range of symptoms and their recognition - visit GP as soon as possible

15 15 mailing address)? Is there a role for community messaging if not specified above? Are there any daypart, day of week or editorial environment recommendations or restrictions? Specify the role for media owner partnerships (please specify link with other channels where appropriate): What specific channel tests are in place, and how will they be measured? What data is required for ongoing optimisation, and in what format? All day-parts Activity must be ex kids Not for radio None n/a Reinvestment of savings (e.g. following early booking). (Client to confirm.) Is anything mandatory, or are there any specifics (e.g. station or region)? England only Avoid excessive frequency within individual day-parts to minimise irritation/ creative wear-out

16 16 Press channel brief Role of the channel (e.g. outputs, outcomes or campaign type). Refer back to the Objectives and lessons learned section above: Channel requirements (e.g. national, magazines, regional, trade or advertorials): Total Press Client Budget - stipulate (incl. VAT) or (exc. VAT) Campaign timings for Press Provides increased campaign reach and maintain top of mind awareness at key times of our audience s media day National press (mid-markets and populars) 300k CTC (Ex VAT) 13% of total budget Incl. 15k for BME targeting 22nd October- 21st November Audiences to report against (specify if campaign audience, target group or buying audience NRS/BBS ): Previous channel learnings: What does TouchPoints suggest for the deployment of messaging via this channel (e.g. relevant mood/location/secondary activity)? Required KPI targets and measurables (detail outputs from outcomes, e.g. number of impressions, number of responses, or level of awareness or specific behaviour change that this channel can be attributed to): Target audience C2DE Adults 50+ BME: Black African and Caribbean and South Asian audiences Press delivered strong levels of recall in the regional pilot, although these were significantly greater against women. Need to consider how we balance out awareness amongst both men and women Consumption of press peaks during the daytime and at weekends Estimated 5.2 OTS What is the copy response mechanism (e.g. telephone number, specific website or mailing address)? Creative materials (e.g. scamps/.jpegs/.pdfs): Creative details (e.g. format is 3 different executions Large format colour interspersed with page dominant to drive

17 17 sizing flexible? Consider either colour or mono?): Press sector and mandatories titles or exclusions: Guide for relevant editorial environment: Specify the role for media owner partnerships (please specify link with other channels where appropriate): What specific channel tests are in place, and how will they be measured? What data is required for ongoing optimisation, and in what format? Any clashes to be aware of? Is anything mandatory, or are there any specifics (e.g. station or region)? frequency, FH focus to create impact National press & weekend supplements Link to health/wellbeing n/a n/a n/a n/a England only