KeyCode.Com Proposal
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Schifino Lee presented a proposal and budget for a 10 month integrated marketing campaign for Keycode. The presentation included introductions, capabilities, creative samples, a competitive overview, proposed creative platform, media strategies, and a $760,000 budget. The budget allocated funds toward production, agency services, social media management, and media spending for test markets and national launch. Next steps proposed engaging Schifino Lee, setting a kickoff meeting, commencing research/planning, developing a production timeline, measuring/refining test phases, and launching national ads.
KeyCode.Com Proposal
- 2. agenda • Introductions of Key Account Team • Capabilities • Creative Samples • Keycode Competitive Overview • Creative Platform • Media • Budget Proposal • Next Steps
- 3. Paola Schifino - Principal
- 4. Ben Lee - Principal
- 5. Nordin Benhalima – VP/Media Director
- 6. Evan Brownstein – Chief Creative Officer
- 7. Roxie Clements – VP/Account Planning
- 8. Amanda Koenn – Sr. Account Executive & Social Media Manager
- 9. Josh St. Aubin – Director of Digital Innovation
- 10. who we are
- 11. Advertising Broadcast Television Broadcast Radio Digital Advertising In-Store Direct Mail Outdoor Trade Shows Experiential Print Media Webisodes Digital Media Websites Apps In-Store Landing Pages Web Banners eBlasts/PURLs E-Newsletters Mobile Apps SEM/SEO Social Media + Public Relations Content Creation Community Creation Word of Mouth Media Publicity Public Relations Feature Stories Press Releases Event Planning Press Kits Media Planning + Buying Integrated Communications Planning Research + Analysis Negotiation/Value Added Placement + Trafficking Performance Reporting Traditional & e-Strategies Mobile Advertising Branding Research/Planning Brand Positioning Messaging Strategy Corporate Identity Logo, Tagline Graphic Look & Feel Branding Guidelines what we do
- 12. schifino lee core competencies: strategic branding and messaging insightful and memorable creativity understanding of interactive and digital media integrated communications plans that drive ROI what we do best
- 13. who we do it for
- 14. our branding philosophy listen immerse create activate measure discovery research analysis insights ideation production touch engage metrics improve how we do it
- 15. creative samples
- 17. GOALS • increase positive perception & awareness of LFF • turn a parity product into a must-have product • drive traffic, increase memberships and improve close-ratio ACTIONS • undertook qualitative & quantitative research • competitive analysis • discovered strategic insights • created new brand campaign • suggested operational changes • fine-tuned media selection (shift from print to broadcast & online) Goals & Actions
- 28. Year 1 • LFF was 20% over goal during its most important selling period of the year (40% swing in first month) • Sales team adopted and internalized brand promise which improved morale • helped shift from hard sale to needs–based sales tactics • 3% increase in close ratios with new materials, strategic insights and operational tweaks Year 2 • 105% of goal in a down market Results
- 30. Schifino Lee led research to determine highest potential value customer segments, benchmark Alessi brand awareness, and gain insight to increase awareness, as well as predisposition. Based on these insights, we developed a brand position and created marketing communications to reach the desired consumer. In only 3 months, awareness has increased, engagement has deepened, sales have grown, and distribution channels have opened. brand story
- 32. :30 TV spot :30 radio spot
- 33. • Online banner ads • Microsite Microsite Social Media Facebook Contest
- 34. Online Coupon In store Coupon
- 36. website
- 39. Print Campaign
- 40. :30 TV spot
- 43. web site observations Featured/new/expiring coupons Links to social media outlets E-mail sign-up Featured stores Contests Search option Coupon categories Membership – Sign up/Login About Us Blog
- 44. social media presence 5,462 likes 3,794 followers
- 45. competitors Blog TV Facebook (likes) Twitter (followers) 2.3 million 149k 159k 14,124 1.4 million 26,605 742k 162k
- 46. Tagline: Score the Savings You Want Colors: Red, White, and Purple Location: Austin, TX Overview: • Largest online coupon site in the United States • Leading destination for collaborative online coupon, deal and promotional code hunting and sharing • Owned by WhaleShark Media, Inc. • Mission statement: Help consumers save money while enjoying a hassle-free shopping experience • Key positioning words: Leading, quality deals, help, save, hassle free
- 47. website Featured/new/expiring coupons Links to social media outlets E-mail sign-up Featured stores Contests Search option Coupon categories Membership – Sign up/Login About Us Blog Other: “How to Use Coupons” tutorial Submit a coupon not listed
- 48. social media presence 2.3 million likes 149k followers Always uses funny images with their promotional updates Constant promotional updates 2,680 followers 658 subscribers
- 49. advertising • Commercials • App promotion • Saving money/coupon tutorials
- 50. blog • “The Real Deal” • Links to social media outlets • Search blog option • About Us • Meet the Bloggers • Health & Beauty tips • Popular culture news • Parenting & family • How to Save
- 51. Tagline: Save Money. Be Happy. Colors: Red, gray, white Founded: 2007 Location: Santa Monica, CA Overview: • Mission: To offer consumers the straightest, simplest road to the best deals online. • Savings come straight from the source – many deals are exclusive • Key positioning words – Helps, best, exclusive, high quality, reliable
- 52. website Featured/new/expiring coupons Links to social media outlets E-mail sign-up Featured stores Contests Search option Coupon categories Membership – Sign up/Login About Us Blog Other: “Staff Picks” coupons Couponing classes
- 53. social media presence 159k likes 14,124 followers 252 followers 114 subscribers
- 54. advertising Commercial Coupon tips How to save tutorials
- 55. blog • Daily postings • Popular culture news • Money saving tips • E-mail subscription option • Category selection • Social media share options
- 56. Tagline: N/A Colors: Green, Yellow and Navy Founded: 2003 Location: Indiana Overview: • Daily features include more than 3,000+ online stores to search through and offers more than 100,000 coupons and deals for consumers • Updated 3 times a day • Average Coupon Cabin shopper spends 80 seconds on the site and saves $19 per order • Key positioning words: Best deals, exclusive, one-stop-shop
- 57. website Featured/new/expiring coupons Links to social media outlets E-mail sign-up Featured stores Contests Search option Coupon categories Membership – Sign up/Login About Us Blog
- 58. social media presence 1.4 million likes 26,605 followers 2,092 followers
- 59. blog • E-mail sign up • Expert Tips • Meet Our Bloggers • Press Releases • Daily postings • “What do you think of posting” ratings • Social media share options
- 60. Tagline: Your One-Stop Shop for Savings Colors: Green, Blue, Orange, Red and White Founded: 1998 Location: Mountain View, CA Overview: • Mission: To provide coupons everywhere a brand has the opportunity to interact with a consumer across the digital domain • A Leading site for consumer packaged goods • 42nd largest website in the U.S. (Nielsen, March 2012) • Key positioning words: Leader, largest, driving force
- 61. web site observations Featured/new/expiring coupons Links to social media outlets E-mail sign-up Featured stores Contests Search option Coupon categories Membership – Sign up/Login About Us Blog Other: Offer of the Week Heavy advertising website
- 62. social media presence 742k likes 162,642 followers 5,868 followers
- 64. blog presence • “Your One-Stop Shop for Savings” • Coupons 101 page – tips for saving money • About Coupons.com page • Links to social media • Frequent postings • Blog categories
- 66. strategic brand positioning Brand Attributes: Identify and communicate the key words that make the Keycode brand unique and special to your target audience. Value Proposition: The value proposition is a clear statement of the concrete results a person will get from using Keycode. Brand Promise: The brand promise is not a statement of purpose; but a promise made to the customer. Whereas a mission statement focuses on what you are, a brand promise focuses on what you offer in a way that matters to your customers. Brand Positioning Statement: The brand positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how you want them to view the Keycode brand.
- 67. • Creative Strategy: Develop overall creative theme for Keycode.com • Discovery: o competitive review o interviews – executives and customers o review of existing materials, design profiles and best practices (as provided by client) o identify and establish the messaging goals o define the branding campaign’s measurements of success • Strategic Brand Positioning and Messaging o brand attributes o value proposition o brand promise o brand positioning statement Keycode creative platform
- 68. • Overall Creative Theme and Visual References o Creative expression of brand promise o Theme line (if appropriate) o Core messaging o Design graphics o Color palette o Fonts and typography o Visual images • Creative Concepts for Campaign o Minimum of 2 creative concepts for campaign o Client Feedback and modification of selected concept (1 Round of changes) o Presentation of selected creative • Final Production Artwork: o Digital files o Collection of materials and delivery to vendor o Production Management Keycode creative platform
- 69. media
- 70. media research • Scarborough Research (Local Demographics, Media Habits, Lifestyle, Shopping Patterns) • Nielsen (TV Ratings) • Arbitron (Radio Ratings) • TNS Media Intelligence (Competitive Data) • Snapshots (Local Market Information) • Industry Reports • SRDS (Media Data Resource) • MRI • Simmons media buying software • SmartPlus (Broadcast) • PrintPlus (Print) media resources
- 71. - Research, Develop Plan for Approval - 2-3 rounds, CPP, CPM, GRP, Added Value - Placement & Vendor Relations - Confirm sizes and specs deliver ads to media vendors - Completion reports positioning, tear sheets, make- goods, etc… - Confirm costs & rates, One invoice - Calculate Results, Make Necessary Adjustments media planning & buying process
- 72. Preliminary Media Strategies Local Broadcast Spot TV – Test Markets TBD National Cable TV – (on Direct TV or Dish Network) Digital ads – Display ad via an Ad Network Facebook Ads – Sponsored Stories & Promoted Posts Outdoor – Mall panels and/or kiosks Radio – Pandora key code – media approach
- 74. budget proposal 10 Month Campaign Budget (March – December) Production: $50-105,000 – (1) High production value TV spot – (5) Banner ads – (1) Radio spots Agency Services: $80,000 – Agency Services: Strategic Planning, Creative Services, Copywriting, Art Direction, Production Supervision – Strategic media plan: 3 test markets and national launch Social Media Management: $ 30,000 – Strategic SM Plan, Schedule – Content Development, Creative Services and Ongoing Management Media (2 month test $100k; launch $500k): $600,000 – TV (test and launch markets) – Radio (test and launch markets – Online banner ads – Social Media (Paid FB)
- 75. next steps
- 76. steps to success • Engage Schifino Lee • Set Kick-Off Discovery Meeting • Commence Media Research and Planning • Develop Production Timeline to meet Test Phase deadline • Measure and Refine • Launch National Ads
- 77. be unstoppable. thank you! Schifino Lee Paola Schifino 511 W. Bay Street Tampa, FL 33606 813.258.5858 www.schifinolee.com