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 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 Mobile area. Scout Branding is proud to offer the following mulBmedia plan. Media Mix Mobile Outdoor 0% Radio 8% TV 38% Digital Total 54% $36,621
$$2,400
$8,200
$54,100
$-
$7,000
Mobile $14,400
$12,500
E mail $6,800
$8,000
$3,000
$36,621
Adults
25-49
RTG
Dur
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
Station
Affil
Day
DP
Time
Program
WALA-TV
FOX
M-F
EM
6:00a- 9:00a
ALDOT CAMERA
5.6
10
10
10
10
10
WALA-TV
FOX
M-F
EM
6:00a- 7:00a
6.6
30
5
5
5
5
WALA-TV
FOX
M-F
EM
6:00a- 7:00a
6.6
30
5
5
5
5
WALA-TV
FOX
M-F
EM
6:00a- 9:00a
FOX 10 NEWS
@ 6AM
TRAFFIC S'SHIP
BB
AM/NEWSTRAFFIC S"SHIP
5.6
30
15
15
15
15
30
1
1
1
1
5x/day/hour
WALA-TV
FOX
M-F
EM
6:00a- 9:00a
PKG COST
S'SHIP
0.0
WALA-TV
FOX
M-F
LF
10:35p-11:35p
2.1
30
5
5
5
5
WALA-TV
FOX
M-F
RT
6:00a- 5:59a
EVERYBODY
LOVES
RAYMOND
Bonus spots
0.5
30
10
10
10
10
wkly s'ship cost
Station Total:
886.0
WFNA-TV
CW
M-F
EM
6:00a- 7:00a
WFNA-TV
CW
M-F
EM
6:00a- 7:00a
WFNA-TV
CW
M-F
PT
9:00p-10:00p
WFNA-TV
CW
Tu
PT
8:00p- 9:00p
WFNA-TV
CW
W
PT
7:00p- 8:00p
WFNA-TV
CW
Th
PT
7:00p- 8:00p
WFNA-TV
CW
F
PT
7:00p- 8:00p
WFNA-TV
CW
M-F
RT
6:00a- 5:59a
Station Total:
traffic s'ship simo
WKRG
TRAFFIC S'SHIP
SIMO WKRG
1.0
30
10
10
10
10
1.0
10
10
10
10
10
LAW & ORDER
SVU
IZOMBIE
SEASON PREM
2.1
30
5
5
5
5
3.1
30
0
0
0
2
AMER'S NEXT
TOP MODEL
VAMPIRE
DIARIES S.PRE
2.1
30
1
1
1
1
4.2
30
1
1
1
1
MASTERS/
WHOSE LINE
Bonus spots
0.0
30
1
1
1
1
0.5
30
5
5
5
5
163.4
$36,621
TOTAL SPOTS:
TOTAL COST:
TOTAL Adults 25-49 TRPs:
TOTAL Adults 25-49 CPP:
Day
DP
Time
Program
612
$36,621.80
1,650.8
$22.18
Adults
25-49
RTG
Dur
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
Station
Affil
WKRG-TV
CBS
M-F
EM
5:00a- 5:30a
WKRG NEWS AT 5A
1.5
30
5
5
5
5
WKRG-TV
CBS
M-F
EM
6:00a- 7:00a
WKRG NEWS AT 6
3.1
30
5
5
5
5
WKRG-TV
CBS
M-F
EM
6:00a- 7:00a
WKRG NEWS AT 6
3.1
10
10
10
10
10
WKRG-TV
CBS
M-F
EM
6:00a- 7:00a
S'Ship pkg
3.1
10
1
1
1
1
WKRG-TV
CBS
M-F
EM
6:00a- 7:00a
TRAFFIC
SPONSORSHIP
3.1
10
5
5
5
5
WKRG-TV
CBS
M-F
LF
10:35p-11:35p
THE LATE SHOW
2.1
30
5
5
5
5
WKRG-TV
CBS
M-F
EM
6:00a- 5:59a
Bonus spots
0.5
30
10
0
10
10
Station Total:
347.4
WPMI-TV
NBC
M-F
EM
6:00a- 7:00a
WPMI-TV
NBC
M-F
EM
7:00a- 9:00a
WPMI-TV
NBC
M-F
EM
WPMI-TV
NBC
M-Su
RT
Station Total:
LOCAL 15 NEWS AT
6AM
TODAY SHOW
1.0
30
5
5
5
5
1.3
30
5
5
5
5
10:35p-11:37p
TONIGHT SHOW W/
JIMMY FALON
3.1
15
10
10
10
10
2:00a- 4:59a
OVERNIGHT ROTATOR
2.1
15
10
10
10
10
254.0
$8,200
SCHEDULE TOTALS
TOTAL SPOTS:
TOTAL COST:
TOTAL Adults 25-49 TRPs:
TOTAL Adults 25-49 CPP:
Station
Format Day
DP
Time
WABD-FM
Top 40
M-F
AM
6:00a-10:00a
1.4
0.0
WABD-FM
Top 40
M-F
AM
6:00a-10:00a
1.4
0.0
112.0
0.0
Station Total:
Program
Adults Women
25-49
25-49
RTG
RTG
256
$8,200.00
365.2
$22.45
9/14
9/20
9/21
9/27
9/28
10/4
10/5
10/11
#
15
15
15
15
#
5
5
5
5
Dur
WAVH-FM
Talk
M-F
AM
6:00a-10:00a
0.1
0.0
#
10
10
10
10
WAVH-FM
Talk
M-F
AM
6:00a-10:00a
0.1
0.0
#
5
5
5
5
WAVH-FM
Talk
M-F
AM
6:00a-10:00a
0.1
0.0
#
10
10
10
10
10.0
0.0
Station Total:
WBLX-FM
Urban
M-F
AM
6:00a-10:00a
3.2
0.0
#
10
10
10
10
WBLX-FM
Urban
M-F
AM
6:00a-10:00a
3.2
0.0
#
5
5
3
3
WBLX-FM
Urban
M-F
AM
6:00a-10:00a
3.2
0.0
#
5
5
5
5
243.2
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 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
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.