advadv final plans book spring 2012

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PRESENTED BYAdvanced Advertising StrategiesNorthwest Missouri State University

Spring 2012


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TABLE OF CONTENTS

Executive Summary

Situational Analysis

SWOT Analysis

Targeted-Market Pro le

For That Campaign

Spot the Whale Campaign

Media Strategy

Social Media Recommendations

Usability

SEO

Acknowledgements

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2

4

5

7

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25

27

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EXECUTIVE SUMMARY The Advanced Advertising Strategies class o Northwest Missouri State University is o ered to seniorsto create the atmosphere o a real-world, ast-paced working advertising agency. Because there are

students rom many di erent mass communication ocus areas, we encompass the agency and coverevery job in its entirety. From Interactive Digital Media to Marketing, this class has it all.

We have joined our minds to create two ull advertising campaigns or you. Throughout this book you will nd summaries o our research, primary and secondary. Our whole compilation o research is ound in the Appendix, a separate report.

Our class met with Terry Kincheloe, Vice President and Director o Interactive Marketing, at thebeginning o the semester and determined that our goal is to increase UMBs mobile usage by 15%.With that in mind, we ocused on UMBs three areas o mobile banking, which are: iPhoneapplication, text messaging services and mobile web browser.

Once the goal was laid out, we ound a target audience that was best suited or our availablemedia and location. The ollowing list is the description o our target audience:

A uent Singles & CouplesSingle or Married with no ChildrenAge: 25-44Income: $60,000 - $125,000Li e Stage: Continuing career growth; increasing income; major purchasesUse a wide range o banking services

Kansas City metropolitan area

Throughout this book, we highlight each main aspect o our campaign building process.Conducting primary research assisted us when building target-market research. A ter thetarget was decided, building the creative campaigns directly or our target was the main goal. The campaigns represent concepts we hope you can use- either as-is, or with modi cations- bothin the Kansas City market, and other cities you serve.

A ter our presentation, our in ormation will be available at advadv.blogspot.com.

Thank you, and enjoy!


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SITUATIONAL ANALYSIS

UMB Bank began as City Center Bank in a local bank in a small store ront building in KansasCity, Missouri in 1913 by the Kemper amily. In 1934, the name changed rom City CenterBank to City National Bank & Trust Company. The name was changed yet again toUnited Missouri Bancshares.

It has always been important to the bank to maintain an innovative and responsible service,a motto that W.T. Kemper started with in the beginning. Today, with operations in Missouri, Illinois,Colorado, Kansas, Oklahoma, Arizona and Nebraska, UMB is remaining innovative andresponsible with its mobile banking services.

UMB was the rst bank in the United States to create an online banking system called Web EDI

(electronic data interchange service) which led to the Bank Technology Centers, or places wherethe data was created and per ected. This landed UMB many prestegious awards in the bankingindustry around the turn o the century. Now, UMB supports many causes, such as the Go Greencampaigns and the Arts in America (UMB Financial Corporation).

UMB also o ers mobile banking eatures that are important to their customers. Mobile bankingcustomers are available to view account balances, review transaction history, trans er moneybetween accounts, pay bills and view payment history, nd nearby UMB ATMs and banking centers.Customers can also set up custom alerts to noti y them when their account balance is running low,they want to con rm a deposit or withdrawal, a check clears their account or a withdrawal overa certain amount is made. UMB also provides a mobile application or iPhone, iPad, andiPod touch devices.

UMB prides itsel on being an active part o the community. UMB utilizes associate volunteerism andcorporate philanthropy to build its reputation as a strong community partner. UMB ocuses on vetypes o volunteer sectors which they re er to as their emphasis areas. Those are: Per orming andVisual Arts, Arts in Education and Youth Development, Community Development, Education,Agriculture, and Health & Wellness.

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COMPANY & PRODUCT ANALYSIS


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SITUATIONAL ANALYSIS

COMPETITION

Having a speci c and concrete target audience is vital to the success ul implementation o anyadvertising campaign, and that act holds true in this campaign or UMB. We started with thetarget ocus provided by UMB, which was: Men and women ages 25-65 Live in the greater Kansas City area Single or married with no children at home Household income of $60,000-$125,000

According to a survey in 2011 by the National Member Survey o Credit Union NationalAssociation, 9% o credit union members using mobile banking or transactions are 25-44, whichmakes this age range appropriate. To better understand this group, we also conducted primaryand secondary research to develop a better understanding o the psychographic characteristicso the target, and we used ArcGIS so tware to try to pinpoint more speci cally ideal geographiclocations in the greater Kansas City metropolitan area. The target audiences geographiclocation will be ocused on Jackson and Clay counties in Missouri, and Wyandotte andJohnson counties in Kansas.

TARGET MARKET

Mobile ToolTypes

Bank of America

Commerce Metcalf UMB

Custom MobileSite

X X X

iPhone App X X X

Android App X X

iPad App X X

SMS/TextBanking

X X X X

Transfer Funds

X X X X

Bill PayingFunction

X X X X

Notifications X X X X

THE BANKING INDUSTRY The banking industry has had some problems within the past ew years ollowing the recent

nancial crisis. Because o this crisis, there was a government bailout in 2008 and since thenthere has been a poor consumer attitude about banks, and Americans elt uneasy about thebanking industry.

Because o poor consumer sentiment, the Occupy Wall Street movement was started in protesto major banks, like Bank o America. Kansas City held its own Occupy movement in Septembero 2011 outside o the Federal Reserve Bank. This movement has not a ected UMB.

Despite these issues, mobile banking seems to be increasing. Mobile banking app usage hasincreased almost 50% in the past year and is projected to increase even more in 2012. Regardlesso this increase, there are still issues with security. Application designers have to be cautious whensetting up security or apps, so as not to distract rom the users experience.

This chart summarizes the mostsigni cant competitors in theKansas City area in terms o mobile banking services:


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4

SWOT ANALYSISContent removed at request o client.


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TARGET-MARKET PROFILEContent removed at request o client.


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Content removed at request o client.


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FOR THAT CAMPAIGN The For That Campaign ocuses on how UMB is integrated into the targets li e and can be therein any situation by using relatable situations and images throughout the campaign. The objective o this campaign is to encourage present and uture customers to use the UMB Mobile Banking service

by engaging customers with the UMB Brand using various QR codes leading to either the UMBmobile homepage or the slogan contest submission page. Interaction is key in building arelationship with customers and provides opportunities or mobile banking growth.

EXAMPLE OF BANNER AD


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POSTCARD

MONTHLY STATEMENT INSERT

(back)

(back)

8


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FOR THAT CAMPAIGN Weather.com BANNER

Pitch.com BANNER

Kansascity.com BANNER

Ink.com BANNER

KC Star AD

UMB.COM Landing Page AD


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The Pitch MAGAZINE AD Ink MAGAZINE AD

Zynga MOBILE AD

Pandora MOBILE AD

Weather Channel MOBILE AD

YouTube MOBILE AD

Pandora MOBILE AD EXAMPLE

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FOR THAT CAMPAIGN:Kansas City Power & Light District PROMO

GRAND STREET BILLBOARD

BROADWAY STREET BILLBOARD


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TABLE TENTS

COASTERS

WRISTBANDS


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WHALE WATCHING CAMPAIGN To encourage UMB customers to use Mobile Banking to increase users. To reach the 25-44 yearold market by using recognizable symbols and relatable situations.

Creative Strategy: Use text message bubbles to show that UMB mobile banking is always with youlike your cellphone. The advertisements highlight the bene ts o the mobile app and the ability toreceive text message alerts. We also incorporated a character, the text message whale, into ourcampaign as a uni ying element. The whale also known as Seymour will allow customers to interactwith the brand.

BILLBOARD

POSTCARD

LSEYMOUR


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The Pitch MAGAZINE AD

BILLBOARDNEWSPAPER AD

MONTHLY STATEMENT INSERT


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WHALE WATCHING CAMPAIGNONLINE BANNER ADS

LANDING PAGE


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FACEBOOK AD

LINKEDIN AD

MIX 93.3 IN APP AD

PANDORA IN APP AD

WEATHER CHANNEL IN APP AD


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WHALE WATCHING CAMPAIGN:Arrowhead Sponsorship

Foursquare BADGES

JumboTron GRAPHIC


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STICKERSSTICKERS ON WALKWAYS

LED BANNER


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MEDIA STRATEGY-OVERVIEW The UMB Bank Mobile media plan is designed to reach the target group, primarily usingmobile-based advertising. The goal o this plan is to help ensure the ad messages help increasethe use o UMBs app and mobile site.

According to our primary and secondary research, the target audience has a strong relationshipwith their mobile device and there is a real opportunity to connect with them throughadvertisements on these devices. So, this media plan includes a strong emphasis o ad placementsthat will be viewed on a mobile phone, and an equally high number o ad impressions online.Other media placement includes publications with in the Kansas City area and billboards thatUMB bank own.

The ad campaign For That has additional media buys and expenses related to the Power andLight District in Kansas City, along with radio and television spots bring the budget to $255,760 or

our months. The Whale Watching campaign will have an additional expense with a sponsorshipthrough Kansas City Chie s. The budget or the Whale Watching is approximately $288,819 orour months.

Media PriorityA large portion o the advertising budget will be spent on several branded apps along withbuying space with the use o Googles AdMob and InMobi across several targeted apps. Thebranded apps include Pandora Radio and The Weather Channel. Additional in-application adswill be purchased through Mix 93.3, 95.6 The Buzz, and The Kansas City Stars app. All threeo the apps are Kansas City based with a targeted audience averaging 25-44 years old.


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Media Vehicle

No. of

Insertions Total Cost CPM

The Weather Channel 40,000 2,400$ 6.75$Pandora 320,000 20,000$ 6.25$AdMob 40,000 2,000$ 5.00$InMobi 40,000 2,080$ 5.20$Mix 93.3 100,000 1,000$ 1.00$96.5 The Buzz 100,000 900$ 0.90$Kansas City Star 200,000 2,000$ 1.00$TOTAL/AVG 840,000 24,400$ 3.73$

weather.com 40,000 2,400$ 6.75$Inkkc.com 100,000 1,000$ 1$Pitch.com 100,000 1,200$ 1.20$KansasCIty.com 100,000 1,500$ 2$Banner Total/AVG 340,000 6,100$ 2.74$

Google Ad wordsKansas City Chiefs 1440 1,195$ 0.83$UMB Banking 24000 1,200$ 0.05$Chiefs 1920 1,152$ 0.60$

Mortgage payment 960 1,142$ 1.19$Online Banking 720 1,159$ 1.61$Mobile Banking 240 1,080$ 4.50$Kansas City Banks 960 1,181$ 1.23$Microsoft Ad (Yahoo! And Bing)Kansas City Chiefs 1440 1,382$ 0.96$UMB Banking 24000 1,200$ 0.05$Chiefs 1920 1,286$ 0.67$Mortgage payment 960 1,162$ 1.21$Online Banking 720 1,541$ 2.14$Mobile Banking 240 1,135$ 4.73$Kansas City Banks 960 1,373$ 1.43$Search Engine Total/ AVG 60480 17,189$ 1.33$

Facebook 1,600 1,408$ 0.88$LinkedIn 900 1,890$ 2.10$Social Media Total/ AVG 2,500 3,298$ 1.49$

Ink 16 15,520$ 9.70$The Pitch 16 14,400$ 10.00$Kansas City Star 32 33,280$ 12.87$Publication Total/ AVG 64 63,200.00$ 10.86$

711 Southwest Boulevard Own22nd & Grand OwnI435 & Hawthorne, N. Face OwnI435 & Hawthorne, S. Face OwnI70 & Van Brunt, E. Face Own

Media Buys Overview "Whale Watching"

Social Media (CPC)

Publications

Ads with in Mobile Apps

Banners

Search Engine (CPC)

Billboards

2nd & Broadway, N. Face Own2nd & Broadway, S. Face OwnI35 & 17th St., Time & Temp Own6th & Bluff, E. Face Own6th & Bluff, W. Face Own

Sponsorship 125,000$

Post Cards 120,000 42,768$ 3.50$Statement Stuffers 120,000 6,864$ 0.60$Direct Mail Total/ AVG 240,000 49,632$ 2.05$Campaign Total/ AVG 1,483,044 288,819$

Kansas City Chiefs

Direct Mail

Media VehicleNo. of

Insertions Total Cost CPM

The Weather Channel 40,000 2,400$ 6.75$Pandora 320,000 20,000$ 6.25$AdMob 40,000 2,000$ 5.00$InMobi 40,000 2,080$ 5.20$Mix 93.3 100,000 1,000$ 1.00$96.5 The Buzz 100,000 900$ 0.90$The Kansas City Star 200,000 2,000$ 1.00$TOTAL/AVG 840,000 24,400$ 3.73$

weather.com 40,000 2,400$ 6.75$Inkkc.com 100,000 1,000$ 1$Pitch.com 100,000 1,200$ 1.20$KansasCIty.com 100,000 1,500$ 2$Banner Total/AVG 340,000 6,100$ 2.74$KansasCIty.com 100,000 1,500$ 2$Banner Total/AVG 340,000 6,100$ 2.74$

Google Ad wordsAirline Tickets 640 1,510$ 2.36$Happy Hour Specials 2,220 1,487$ 0.67$Concerts 2,400 1,464$ 0.61$Movie times 1,620 1,458$ 0.90$Gas Prices 3,660 1,501$ 0.41$Restaurants 1,620 1,458$ 0.90$UMB Banking 12,000 600$ 0.05$Kansas City Banks 1,200 1,476$ 1.23$Microsoft Ad (Yahoo! And Bing)Airline Tickets 640 1,427$ 2.23$Happy Hour Specials 2,220 1,820$ 0.82$Concerts 2,400 1,440$ 0.60$Movie times 1,620 1,604$ 0.99$Gas Prices 3,660 1,208$ 0.33$Restaurants 1,620 1,393$ 0.86$UMB Banking 12,000 600$ 0.05$Kansas City Banks 1,200 1,752$ 1.46$Search Engine Total/ AVG 50,720 22,199$ 0.91$

Facebook 1,600 1,408$ 0.88$LinkedIn 900 1,890$ 2.10$Social Media Total/ AVG 2,500 3,298$ 1.49$

Ink 16 15,520$ 9.70$The Pitch 16 14,400$ 10.00$Kansas City Star 32 33,280$ 12.87$Publication Total/ AVG 64 63,200$ 10.86$

93.3 "Mix 93.3" 144 18,000$ 1.29$95.7 "The Vibe" 144 14,400$ 1.11$96.5 "The Buzz" 144 12,672$ 1.79$Radio Total/ AVG 432 45,072$ 1.40$

KCWEBig Bang Theory 32 8,000$ 0.18$Two and a Half Men 32 10,400$ 0.25$KMBC9 News 32 11,840$ 0.28$Two and a Half Men 32 10,880$ 0.26$Televison Total/ AVG 128 41,120$ 0.25$

711 Southwest Boulevard Own22nd & Grand OwnI435 & Hawthorne, N. Face OwnI435 & Hawthorne, S. Face OwnI70 & Van Brunt, E. Face OwnI70 & Van Brunt, W. Face Own3rd & Paseo, N. Face Own3rd & Paseo, S. Face OwnSouth 47th (Bruce R. Watkins), N. Face Own

South 47th (Bruce R. Watkins), S. Face OwnSW Boulevard & I35, N. Face OwnSW Boulevard & I35, S. Face Own2nd & Broadway, N. Face Own2nd & Broadway, S. Face OwnI35 & 17th St., Time & Temp Own6th & Bluff, E. Face Own6th & Bluff, W. Face Own

Table Tents 2,000 280$ 0.14$Wrist Bands 20,000 460$ 0.02$P&L District Total / AVG 22,000 740$ 0.08$

Post Cards 120,000 42,768$ 3.50$Statement Stuffers 120,000 6,864$ 0.60$Direct Mail Total/ AVG 240,000 49,632$ 2.05$Campaign Total/ AVE 1,495,844 255,760$ 2.31$

Outdoor

Power And Light District

Direct Mail

Media Buys Overview "For That"

Ads with in Mobile Apps

Banners

Search Engine (CPC)

Social Media (CPC)

Publications

Radio

Televison

MEDIA BUY OVERVIEWS


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MEDIA STRATEGY-PLACEMENT

An equally high number o ad impressions will be purchased online. Banner ads will run on

Weather.com, InkKC.com, Pitch.com, and KansasCity.com. The weather.com ads will run basedon geo-targeting and search engine keyword usage. The three Kansas City based websites willhave ads placed in speci c sections o their sites. We will place ads in the Li e in KC and theEat and Drink sections o InkKC.com and The Pitch will run ads in Pitch.coms Local Entertainmentand Restaurant sections. For the KansasCity.com ad placements will be in the Sports and Li estylesections. Ad space will also be purchased on social network such as Facebook and LinkedIn.


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Additional Media PlacementsBeyond the mobile and web ad placements, each campaign will have a Presence within theKansas City market through traditional advertisements. Publications include the Kansas City Star

newspaper and alternative newspapers Ink and The Pitch. Radio stations include Mix 93.3, 96.5 The Buzz, 95.7 The Vibe and Q104. For television, ads will appear during The Big Bang Theoryand Two and Hal Men on KCWE. Ad space will also be purchased with KMBC, during theNightly News and Two and Hal Men. Outdoor placements include UMB billboards around theKansas City area. The For That campaign has additional buys in the Kansas City Power and LightDistrict, including wristbands and table tents. The Whale Watching campaign will purchase asponsorship with the Kansas City Chie s.


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SOCIAL MEDIA RECOMMENDATIONSSocial media is an incredibly in uential part o an overall marketing strategy. Not only does ithave the potential to reach target audiences efciently and e ectively, but once a strategy is inplace it is relatively easy to maintain and extremely cost-e ective. UMB is already ahead o thegame with a social media presence on Facebook, Twitter, LinkedIn, YouTube and Google+ so theultimate purpose o this chart is to provide recommendations to optimize those social mediaavenues. Below you can nd a chart that summarizes what UMB is doing well, and what werecommend UMB does to improve their social media presence.

LinkedIn Recommendations: Try to gain recommendations

OTHER RECOMMENDATIONS:YouTube Recommendations:

Strive or new new subscribersPost videos via other plat ormsDetail video titles

Recommendation Overview


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We have also incorporated social media into both campaigns. We believe that using Facebook and Twitter would optimize both campaigns.

Inserting eatured advertisements into the new timeline eature known as the cover photo, wouldcatch the users eye as they rst arrive on the page. This would be a great way to introduce thenew campaign.

Another Facebook strategy, speci cally or the Whale Watching campaign, would be to create aFacebook application. The app, upon being clicked on by the user, would explain who Seymourthe Whale is and what he can do or UMB Mobile customers.

For Twitter, we recommend that UMB continues with speci c hashtag campaigns. We have seena high success rate with the #UMBgives campaign and believe uture hashtag campaigns such as# orthat and #whalewatching would also be success ul.

FACEBOOK RECOMMENDATION: ENGAGEMENT & INTERACTION

TWITTER RECOMMENDATION: CONSOLIDATE ALL ACCOUNTS


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USABILITY ASSESSMENT To access the unctionailty o the UMB app and mobile site we conducted 12 in-person, one-on-oneusability tests, where participants were asked to per orm a series o tasks, designed to revealpotential usability probems.

The tests went very well or the UMB mobile app. The participants were able to complete the taskswithout much trouble. Even the new users did not have trouble completing the tasks. UMBs mobileapplication seems to be similar to other banking applications. They have the same eatures and thesame look and eel.

The main problem seen rom the results o the usability test deals with UMB.com in the mobilebrowser. The site does not automatically go to the mobile version. When the participants wereasked to go to UMB.com on their mobile phones, there were many complaints on how hard it wasto read or see. It is important to make mobile browsing as easy as possible. One participant could

not get rid o a survey that kept popping up on the browser. He eventually gave up looking atUMB.com in the browser.

The easiest solution or making UMB.com more user riendly on a mobile device is establishingan auto detect o mobile devices, and re-routing those visitors to m.umb.com, the mobile versiono the site.

VS.

BEFORE AFTER


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Another recommendation is to implement a promo on the home page o your website to makeit easier or users to nd mobile in ormation. This will help promote your mobile product toall site visitors. Include a simple UMB mobile banner here to make it easy or customers tolearn about mobile.

This is what the banner would look like:


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SEO ANALYSIS The SEO ocus is on the personal mobile banking sector; stimulating the growth o unique usertrafc to UMBs mobile landing page in an e ort to have customers download the iPhone bankingapp. Constructing a list o keywords relevant to mobile banking which encompass phrases that ourtarget demographic would use and implementing them into UMBs website will allow or higherpage ranking in search results which will promote urther trafc growth. Integrating these keywordsthroughout the advertising campaigns and social media sites builds a consistent image o what thepurpose o UMBs site is and will tie the entire campaign into a cohesive package.

The Google Trends graph below shows the rise o the keyword search mobile banking since2007. This promotes the idea that consumers are interested in discovering banks available mobilebanking tools.

When compiling data on keyword phrases, we incorporated input rom the client and used GoogleAdWords to make sure the keywords generated enough monthly and yearly views to warrant use,and examined UMBs website source code or speci c phrases which can tie searchesdirectly to the site. The ocus is on the personal mobile banking, sector ocusing on the mobilebanking web pages rom UMBs site.

Keyword US Monthly Searches KC Monthly Searches Mobile Banking 201,000 33,100Mobile banking application 62,800 2,400Mobile Bank app 24,100 2,900Mobile bank services 19,900 2,700Mobile Text banking 16,500 1,600


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ACKNOWLEDGEMENTS

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We would to :

Jacquie Lamer, Course Instructor:What would we do without you?Well, most certainly not be right here,right now. Thank you or alwayscreating the greatest opportunities

or us and making sure that we arein contact with all the right peoplethroughout this course and ourcollege careers!

Kevin Fullerton, Course Advisor: Thanks K-Full! We all reallyappreciate you taking time out o your crazy schedule to guide abunch o crazy kids into what to doand where to go, even though we all

know its what youre best at...

Terry Kincheloe, Melanie Woods,and everyone at UMB or makingthis presentation possible.

Also:Scott Jones, Michael LaMonica,Brendan OShaughnessy, andeveryone who contributed throughFacebook (NWMSU AdvancedAdvertising Strategies), thanks or allo your amazing input!

Megan CooperAccount

Coordinator

Ty StevensCreative

Rob LindsaySEO

Melissa WatsonMedia Plan

Michael DuntzCreative

Tom StilesSocial Media

Michaela FernenCreative

Brandi Kap erCreative

Martell LoveCreative

Stephanie WalterCreative

Jackie RundeUsability

Anissa EvansPlans Book

Coordinator

MEET THE CLASS


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