keycode.com proposal
DESCRIPTION
TRANSCRIPT
KeycodeMarch 1, 2013
agenda
• Introductions of Key Account Team• Capabilities• Creative Samples• Keycode Competitive Overview• Creative Platform• Media• Budget Proposal• Next Steps
Paola Schifino - Principal
Ben Lee - Principal
Nordin Benhalima – VP/Media Director
Evan Brownstein – Chief Creative Officer
Roxie Clements – VP/Account Planning
Amanda Koenn – Sr. Account Executive & Social Media Manager
Josh St. Aubin – Director of Digital Innovation
who we are
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
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
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 Week
Heavy advertising
website
social media presence
742k likes
162,642 followers
5,868 followers
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