Mobile Marketing - 5 Best Practices

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 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.

5 Montgomery Media Mix Outdoor 9% Radio 9% TV 0% Digital Total 82% $$3,730 $1,800 $3,740 $32,460 $- $2,800 Mobile $3,660 $8,300 E mail $4,600 $9,300 $2,000

6 $3,730 Vendor Start Date DuraBon Ad Size (HxW) GUARANTEED SPOTS PER DAY LocaBon Rate Lamar Outdoor 9/21/ Weeks 14' x 28" 1665 N/S 911 HUTCHINSON F/E $1, Lamar Outdoor 9/21/ Weeks 14' x 28" 1665 Lamar Outdoor 9/28/ Weeks 10'6" x 36' 1665 W/S 1314 EAST BLVD S/O CARMICHAEL F/N CHANTILLY PKWY S/O I- 85 F/N $1, $1,333.19

7 $3,740 SCHEDULE TOTALS TOTAL SPOTS: 109 TOTAL COST: $3, TOTAL Adults TRPs: TOTAL Adults CPP: $18.52 Station Format Day DP Time Progra m Adults Women /14 9/21 9/28 10/5 RTG RTG Dur 9/20 9/27 10/4 10/11 WLWI-FM Country W-F AM 6:00a-10:00a # WLWI-FM Country M-F AM 6:00a-10:00a # Station Total: WMXS-FM WMXS-FM Adult Cont. Adult Cont. M-F AM 6:00a-10:00a # Tu-F AM 6:00a-10:00a # Station Total:

8 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

9 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.

10 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

11 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

12 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.

13 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

14 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

15 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

16 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.

17 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.