creative material and placement placement creative notes · 2016-05-06 · creative material and...
TRANSCRIPT
CreativeMaterialandPlacement
Placement Creative Notes
"Poster"creative
Video(:30)
Auto-playswhenuserscrollspastitonTimeline
Whencomplete,shows:"LearnMoreat
www.EmpowerMeNC.com"
"Sunburst"creative
Staticthumbnailimagefromvideo
Tobeusedasatestversusvideoformat
Pandora
"Poster"creative
Staticbanner
Appearsondesktop,tablet,andmobileplayers
"Sunburst"creative
Staticbanner
Appearsondesktop,tablet,andmobileplayers
"Sunburst"creative
Staticbanners
Multiplesizes,basedonuser'sdeviceandwebsitebeingvisited
DisplayBanners
Microsite:www.EmpowerMeNC.com(screenshotofhomepagebelow)ResponsivedesignUnique,co-opspecificsubpagesVideoincorporatedinsubpagesandwithinvideoads:https://www.youtube.com/watch?v=X_-fz4edRM4
StreamingVideo
:30video
Servingondesktop,tablet,andmobiledevices
(Servedwitha300x250companionbannerinapproximately5%of
placements - same as Pandoracreative)
#285Spotlight on Excellence Entry FormNRECA Voting Member Classification * Statewide Associations, G&T or Service Member
Category * 8. Most Innovative Use of Digital Communication
Entry Title * Empower
I wish to receive Judges' comments onthis entry
No
Contact's Name * Kristie Aldridge
Cooperative * North Carolina Association of Electric Cooperatives
Mailing Address 3400 Sumner Blvd Raleigh, North Carolina 27616 United States
Contact's Email * [email protected]
Contact's Phone Number * (919) 645-2530
Name of entrant as it should appear onthe award (if given)
Kristie Aldridge
Is this the first time you've entered theSpotlight competition?
No
Entrant's Email [email protected]
Names of others (freelancers ororganizations) involved in the project, ifapplicable
Lewis Advertising
Describe your/the co-op's role in the project *
The idea for an all-digital advertising campaign and accompanying microsite with a strong call to action andtransactional component was born in the mind of an account executive from the advertising agency we work with. Heshared his idea with the communications staff at the North Carolina Association of Electric Cooperatives, and weknew we could work together to create something that was: unique, ownable, helpful to members and transformativeto the state’s cooperatives.
NCAEC communications staff formed a member advisory committee made up of four communicators and marketersfrom the state’s cooperatives. They articulated what was most important to them in communicating with theirmembers. We took this information, paired it with what we know of changes in the industry and with our advertisingagency’s gumption, and the Empower campaign began to take shape.
My role evolved into a project manager position, coordinating among the ad agency, NCAEC communications staffand the co-op communicators. In this role, I: provided the agency direction on objectives, presented the concept tothe NCAEC board of directors, worked to refine creative elements, represented the cooperative voice in thedevelopment of a campaign video, collected and improved website contributions from the cooperatives, and ensuredcompletion in a timely manner without jeopardizing quality. As the program moves forward, my role is to refine thecampaign and respond to social media comments received on the ads placed in social spaces.
Describe others’ role in the project(Reference outside sources of material,including templates; pre-existing Webtools and apps; information from outsidegroups, such as Straight Talk orTouchstone Energy; stock photos andmusic, etc.) *
Our advertising agency, Lewis Advertising, developed the creativecomponents and built the microsite that accompanies the campaign.They are also placing the ads with our designated outlets. LewisAdvertising contracted with a local video production group to developthe video that is used on the website and in our video ads.
Circulation or Number of People Reached * In one month: 10 million impressions, 36,177 microsite visits.
Number of Attendees *
Project’s Budget * $150,000. ($50k creative and microsite dev. $100K ad placement inQ4 2015)
Target Audience(s) * Cooperative members targeted by zip code in North Carolina, betweenthe ages of 18-54.
Project's Objective *
The campaign’s objective is multifold. At its center, the campaign is similar to previous national and local campaignsin that it is meant to communicate cooperative values and foster the relationship between cooperatives and theirmembers. This is achieved through the digital ads, but what sets this campaign apart is its ability to move beyondimage advertising and connect members with real, tangible solutions to control their energy use and their budget.
Making this connection, which is established on a microsite (www.EmpowerMeNC.com) linked from the ads) hasnever been more important than it is right now. Our industry is experiencing disruptive transformation and our
members are beginning to expect sophisticated experiences that offer control of and simplification to their lives, i.e.:Netflix, mobile banking, etc. Our members’ knowledge of cooperative programs that achieve these expectations,helps to position us as our members’ trusted energy advisers, a critical role for cooperatives moving forward.
North Carolina’s electric cooperatives offer their members services and solutions that put them in control of theirenergy use and budget. As the Statewide, our role is to bring attention to the cooperatives and the services they offerby supporting the co-ops in communications efforts. The Empower campaign has fast become an important part ofthat effort.
Restrictions/Limitations * We did not encounter any restrictions during campaign developmentnor deployment. Experience was the only limitation; some of theconcepts we worked through were new to us, so we had a learningcurve. But it was an easy and necessary curve to navigate. What we’velearned will influence our greater advertising strategy in a positiveway, removing future limitations.
Describe why you chose this type of socialmedia and how you used it *
Provide a brief summary that states thepurpose of the event, how the programwas implemented, and results and howthey were measured *
Provide a brief summary that states thepurpose, how the program wasimplemented, and results and how theywere measured using the RACEframework. Each component has its ownword limit noted below.
Research *
Action *
Communication *
Evaluation *
Upload Supporting Materials File #1 empower_creative_and_website_visual_summary.docx2.45 MB · DOCX
Upload Supporting Materials File #2
Supporting Materials Link https://www.youtube.com/watch?v=X_-fz4edRM4
Special Instructions This campaign combines all digital ads with a microsite. Each co-oppage of the site is unique, so please feel free to click through to acouple of them!
Created19 Nov 2015
12:15:44 PM
PUBLIC
74.122.19.237IP Address