THE AGENDA

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 Planning Parameters
• 
Objectives:
• 
• 
Primary: Continue to create
consistent brand awareness to
grow membership at LSCU’s
locations.
• 
• 
Primary Target Audience:
• 
Primary - Women 25-49
• 
Secondary - Adults 25-49
Timing:
Secondary: Continue to
! 
Start
Sept 14, 2015
create awareness of the
! 
End
Nov 23, 2015
benefits of LSCU and credit
unions in general.
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 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 Birmingham area. Scout Branding is proud to offer the following mulBmedia plan. Media Mix Birmingham Outdoor 11% Radio 6% Digital Total 46% TV 37% $50,600
$14,170
$5,100
$8,225
$63,616
$2,300
$6,491
Mobile $11,625
$17,500
E mail $10,600
$7,000
$3,000
$50,600
Adults
25-49
RTG
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
#
10
10
10
10
5.8
#
3
3
3
3
GOOD DAY AL
4.3
#
10
10
10
10
7:00a- 9:00a
GOOD DAY AL
4.3
#
3
3
3
3
LF
10:35p-11:05p
TMZ
3.5
#
5
5
5
5
M-F
LF
11:05p-11:13p
ACCESS
HOLLYWOOD
1.8
#
2
2
0
0
FOX
F
LF
10:35p-11:05p
ABSOLUTELY
ALA
2.9
#
5
5
5
5
WBRC-TV
FOX
Sa
LF
10:30p-11:00p
FOX ENCORES
2.4
#
1
1
1
1
WBRC-TV
FOX
Sa
LF
12:00a- 1:00a
TMZ WKND
3.6
#
2
2
2
2
WBRC-TV
FOX
M-Su
RT
6:00a- 5:59a
Bonus Spots
0.0
#
10
10
10
10
WBRC-TV
FOX
M-Su
RT
6:00a- 5:59a
Bonus Spots
0.0
#
10
10
10
10
Station
Affil
Day
DP
Time
Program
WBRC-TV
FOX
M-F
EM
6:00a- 7:00a
GOOD DAY AL
5.8
WBRC-TV
FOX
W-F
EM
6:00a- 7:00a
GOOD DAY AL
WBRC-TV
FOX
M-F
EM
7:00a- 9:00a
WBRC-TV
FOX
W-F
EM
WBRC-TV
FOX
M-F
WBRC-TV
FOX
WBRC-TV
Station Total:
698.8
Dur
$50,600
Station
Affil
Day
DP
Time
Program
Adults
25-49
RTG
Dur
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
WIAT-TV
CBS
M-F
RT
5:00a- 7:00a
WUA TRAFFIC
0.4
#
5
5
5
5
WIAT-TV
CBS
M-F
RT
5:00a- 7:00a
WUA TRAFFIC
2.2
#
10
10
10
10
WIAT-TV
CBS
M-F
EM
7:00a- 9:00a
CBS TM TRAFFIC
2.7
#
5
5
5
5
WIAT-TV
CBS
M-F
EM
7:00a- 9:00a
CBS TM TRAFFIC
2.7
#
10
10
10
10
WIAT-TV
CBS
M-F
EN
6:00p- 6:30p
WIAT 5PM NEWS
2.5
#
5
5
5
5
WIAT-TV
CBS
M-F
EN
6:00p- 6:30p
WIAT 6PM NEWS
0.4
#
5
5
5
5
WIAT-TV
CBS
M-F
RT
4:30a- 7:00a
TRAFFIC LOGO WU
ALA
2.0
0
19
19
19
19
WIAT-TV
CBS
M-F
EM
7:00a- 9:00a
TRAFFIC LOGO CBS
THIS AM
2.0
0
4
4
4
4
WIAT-TV
CBS
M-F
EM
4:30a- 9:00a
WEEKLY PKG TRAFFIC
S'SHIP
0.0
0
1
1
1
1
WIAT-TV
CBS
M-F
RT
5:00a- 4:59a
Bonus Spots
0.0
#
6
6
6
6
WIAT-TV
CBS
M-F
RT
5:00a- 4:59a
Bonus Spots
0.0
#
6
6
6
6
Station Total:
500.0
$50,600
SCHEDULE TOTALS
TOTAL SPOTS:
672
TOTAL COST:
Station
Affil
Day
DP
Time
$50,600.00
TOTAL Adults 25-49 TRPs:
1,270.8
TOTAL Adults 25-49 CPP:
$39.82
Program
Adults
25-49
RTG
Dur
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
WVTM-TV
NBC
M-F
EM
6:00a- 7:00a
WVTM13 6A NEWS
1.0
#
5
5
5
5
WVTM-TV
NBC
M-F
EM
7:00a- 9:00a
TODAY SHOW
1.2
#
5
5
5
5
WVTM-TV
NBC
M-F
LF
10:35p-11:35p THE TONIGHT SHOW
0.7
#
10
10
10
10
WVTM-TV
NBC
M-F
RT
4:00a- 3:59a
Bonus Spots
0.0
#
6
6
6
6
WVTM-TV
NBC
M-F
RT
4:00a- 3:59a
Bonus Spots
0.0
#
6
6
6
6
Station Total:
72.0
$14,170
Vendor Lamar Outdoor Lamar Outdoor GUAANTEED SPOTS PER DAY Start Date DuraBon Ad Size (HxW) LocaBon 18TH STREET E/L 425 N/O 20TH AVE 9/21/2015 2 Weeks 10' x 21' 1665 9/21/2015 2 Weeks 10' x 21' 1665 W OXMOOR RD E/L 100 N/O OXMOOR RD N/F Rate $1,389.71 $1,389.71 Lamar Outdoor 9/21/2015 2 Weeks 10' x 21' 1665 Lamar Outdoor 9/28/2015 2 Weeks 14' x 28" 1665 CHLK MTN S/L .1 MI E/O GRAYSON VALLEY I-­‐59 S W/L .6 MILE N/O WOODWARD Lamar Outdoor 9/28/2015 2 Weeks 14' x 48' 1665 I-­‐65 W/L .1M N/O 33RD AVE $3,891.18 1665 AL 150 N/L 1.0 MILE W/O RIVERCHASE DR $2,038.24 1665 AL 150 N/L 1.0 MILE W/O RIVERCHASE DR $2,038.24 Lamar Outdoor Lamar Outdoor 9/28/2015 2 Weeks 14' x 28" 9/28/2015 2 Weeks 14' x 28" $1,389.71 $2,038.24 $8,225
SCHEDULE TOTALS
TOTAL SPOTS:
169
TOTAL COST:
$8,225.00
TOTAL Adults 25-49 TRPs:
321.9
TOTAL Adults 25-49 CPP:
$25.55
Station
Format
Day
DP
Time
WBHK-FM
Urban
AC
Urban
AC
Urban
AC
M-F
AM
6:00a-10:00a
M-F
AM
6:00a-10:00a
1.9
11
0.0
M-F
AM
6:00a-10:00a
1.9
11
0.0
123.5
746
0.0
WBHK-FM
WBHK-FM
Station Total:
WBPT-FM
WBPT-FM
Classic M-F
Hits
Classic M-F
Hits
Program
Adults Adults Women
25-49
25-49
25-49
RTG IMP(000
RTG Dur
)
1.9
11
0.0 10
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
8
7
5
5
30
5
5
5
5
10
5
5
5
5
AM
6:00a-10:00a
0.8
5
0.0
10
5
5
5
5
AM
6:00a-10:00a
0.8
5
0.0
30
5
5
5
5
32.0
193
0.0
Station Total:
WZZK-FM
Country M-F
AM
6:00a-10:00a
2.6
16
0.0
10
8
8
8
8
WZZK-FM
Country M-F
AM
6:00a-10:00a
2.6
16
0.0
15
3
3
3
3
WZZK-FM
Country M-F
AM
6:00a-10:00a
2.6
16
0.0
30
5
5
5
5
166.4
1006
0.0
Station Total:
Only Television can give the total experience to express the brand/product. It allows for sight, sound, and moBon which in turn creates emoBon. "  30 second spots will run on local Broadcast Television to tell the story of Credit Union benefits. "  10 & 15 second traffic sponsorships will be used to increase the Brand recall through the duraBon of the campaign "  Broadcast was a decisive winner to garner a beUer reach and frequency as compared to Cable Television opBons 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 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. 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 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 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 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 Targe4ng Persona Targe4ng For clients that have a need for more targeted adverBsing campaigns, we provide more advanced persona targeBng, including: 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. • 
Custom audiences • 
Look-­‐alike audiences • 
Website custom audiences • 
RetargeBng • 
More precise targeBng • 
Built using demographics, geography, likes, interests, and behaviors. 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
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
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
TwiUer Social Media in 160 characters #  Target by Keywords in timeline,
interests, geography, gender, &
similarity to existing followers
#  Target people who are following other
banks
#  Measure success with comprehensive
analytics easily track the impact Twitter
has on your business. Dashboards give
you the insights you need to drive better
results.
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.
Targeted Email Targeted Email 44% of email recipients made at least one purchase last year based on a promoBonal 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.
Outdoor Outdoor Outdoor