keycode.com proposal

KeycodeMarch 1, 2013

agenda

• Introductions of Key Account Team• Capabilities• Creative Samples• Keycode Competitive Overview• Creative Platform• Media• Budget Proposal• Next Steps

who we are

AdvertisingBroadcast Television

Broadcast Radio

Digital Advertising

In-Store

Direct Mail

Outdoor

Trade Shows

Experiential

Print Media

Webisodes

Digital MediaWebsites

Apps

In-Store

Landing Pages

Web Banners

eBlasts/PURLs

E-Newsletters

Mobile Apps

SEM/SEO

Social Media + Public RelationsContent 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

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

who we do it for

our branding philosophy

discovery research

analysis insights

ideation production

touch engage

metrics improve

how we do it

creative samples

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

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

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

new product labels

:30 TV spot

:30 radio spot

• Online banner ads• Microsite

Microsite

Social Media Facebook Contest

Online Coupon

In store Coupon

website

stationery

LinkedIn banner

eBlast

Print Campaign

:30 TV spot

competitive landscape

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

social media presence

5,462 likes

3,794 followers

competitorsBlog TV Facebook

(likes)Twitter

(followers)

2.3 million 149k

159k 14,124

1.4 million 26,605

742k 162k

Tagline: Score the Savings You WantColors: Red, White, and PurpleLocation: 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

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” tutorialSubmit a coupon not listed

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

advertising

• Commercials

• App promotion

• Saving money/coupon tutorials

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

Tagline: Save Money. Be Happy.Colors: Red, gray, whiteFounded: 2007Location: 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

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” couponsCouponing classes

social media presence

159k likes

14,124 followers

252 followers

114 subscribers

advertising

Commercial

Coupon tips

How to save tutorials

blog• Daily postings• Popular culture news• Money saving tips• E-mail subscription option• Category selection• Social media share options

Tagline: N/A Colors: Green, Yellow and NavyFounded: 2003Location: 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

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

social media presence

1.4 million likes

26,605 followers

2,092 followers

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

Tagline: Your One-Stop Shop for Savings Colors: Green, Blue, Orange, Red and WhiteFounded: 1998Location: 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

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 WeekHeavy advertising

website

social media presence

742k likes

162,642 followers

5,868 followers

advertising

• Commercials

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

creative platform

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.

• Creative Strategy: Develop overall creative theme for Keycode.com• Discovery:

o competitive review o interviews – executives and customerso review of existing materials, design profiles and best practices (as provided by client)o identify and establish the messaging goalso define the branding campaign’s measurements of success

• Strategic Brand Positioning and Messagingo brand attributeso value proposition o brand promise o brand positioning statement

Keycode creative platform

• Overall Creative Theme and Visual Referenceso Creative expression of brand promise o Theme line (if appropriate)o Core messagingo Design graphicso Color paletteo Fonts and typographyo Visual images

• Creative Concepts for Campaign o Minimum of 2 creative concepts for campaigno Client Feedback and modification of selected concept (1 Round of changes)o Presentation of selected creative

• Final Production Artwork: o Digital fileso Collection of materials and delivery to vendoro Production Management

Keycode creative platform

media

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

- 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

Preliminary Media StrategiesLocal Broadcast Spot TV – Test Markets TBD

National Cable TV – (on Direct TV or Dish Network)

Digital ads – Display ad via an Ad NetworkFacebook Ads – Sponsored Stories & Promoted Posts

Outdoor – Mall panels and/or kiosksRadio – Pandora

key code – media approach

schifino lee proposal

budget proposal10 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)

next steps

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

be unstoppable.thank you!

Schifino LeePaola Schifino

511 W. Bay StreetTampa, FL 33606

813.258.5858www.schifinolee.com