retail brand co-op - pella · • video ads will be served to users before they view their...

Retail Brand Co-opDecember 15, 2016

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2017 Retail Brand Co-op

What is it?• 2.5% of 2016 Retail BAC• Impression driving efforts that increase awareness for the brand in

local RTA’s• Incremental initiatives that are not currently on your lead gen plan

When does it start?• Dollars can be spent beginning in May 2017

What are the creative requirements?• Use only pre-approved brand campaign materials that deliver

the brand message• No offers• No local business names

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How can it be spent?Corporate Brand program

• Ability to leverage the broader Brand buy, but localized to maximize impact

• Will have tiers of options based on spend available

• Program will be opt-out• Local Brand dollars to be focused in local RTA’s• Incremental funding can be added

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National Brand CampaignThe retail brand co-op will align with Pella’s 2017 national brand campaign, which will use a mix of media to reach and engage key audiences to drive demand for the brand.

National Network TVwill create mass reach scale and impact through engaging sight, sound and motion.

Print & Social Mediawill engage audiences through contextually relevant, native and high-impact content.

Digital Display & Video will more narrowly but efficiently reach targets to build frequency of message and continual presence.

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What are the benefits?• Increased market presence and impact of brand messaging in local RTAs

• Increased local market reach and frequency• Greater continuity of message

• Leverage Pella’s volume investment across national and local efforts• Digital media offers greatest efficiencies

• Greater effectiveness of marketing efforts• Digital media provides most precise targeting at scale• Increased response rates for local efforts• More holistic analysis across campaigns for better learning and optimization

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Planning Recommendation

MediaInvestment Plan

$5K-$50K

IMPRESSIONS MAXIMIZATION:Digital display(no pre-roll)

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Impressions maximization

Digital Display:• $5K - $50K media investment• Digital display ads will be

purchased via real-time bidding (RTB) through an ad exchange across thousands of ad networks and sites

• Ad units will be delivered using technology and algorithms that identify targeted users across the Internet

• Audiences will be reached through contextual and behavioral targeting, retargeting, as well as geo-targeted by market/zip code

NOTE: Ad units will be designed to IAB standard unit sizes: www.iab.com/guidelines/iab-standard-ad-unit-portfolio/

Example: $30k budget = ~3.75MM impressions

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$5K-$50K


$50K-$100K

ENGAGING DIGITALPre-roll video + digital display(add pre-roll)

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Engaging digital

Pre Roll Video:• $50K-$100K investment• Video ads will be served to

users before they view their requested content online

• Pre roll campaigns will showcase Pella’s brand campaign video ads using a variety of audience targeting technologies similar to the digital display program

NOTE: Actual site placements will vary based on ad network.


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OR


$5K-$50K


$50K-$100K

ENGAGING DIGITALPre-roll video + digital display(add pre-roll)

$100K+PREMIUM DIGITALMix of digital display, pre-roll and/or premium placements(add premium site placements such as Houzz, Pandora, Hulu)

$ $100K+ Custom Local Market Media Plan

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Premium Digital

Site placements:• $100K+ investment• Digital display and/or pre roll

video placed on premium sites will create contextual brand relevance

• Custom media plans, including a mix of online and local TV, may also be developed based upon individual branch budgets, objectives and markets NOTE: Actual site placements will vary by branch plan based upon budget.


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Paid Media Approach

Length of co-op campaigns will vary by individual branch based upon investment levels

Timing of custom plans will also vary based on media mix and investment level

Co-op advertising timeline reflects ideal timing to coincide with national brand campaigns and key retail promos

Custom landing page created on pella.com with PDSN value prop

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• New Brand Creative Available

• Corporate Brand Co-opProgram Begins

• Custom Local Market Media Plan Discussion

• Custom Local Market Media Plans Provided

• New Brand Creative Available

• Corporate Brand Co-opProgram Begins

Corporate Brand Program Participation

• Form completion deadline:

JANUARY 15, 2017

(Ability to add incremental funds if desired.)

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Corporate Brand Program Participation

• Form completion deadline:

JANUARY 15, 2017

• Alternate plan deadline:

FEBRUARY 28, 2017• New Brand

Creative Available

• Retail Portal Launches

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Opt-out approved tactics

If opting out…How can co-op be spent?Other approved tactics based on prior approval (impression driving media)

• Local brand building endorsements & sponsorships

• Radio• Newspaper• Magazine• TV• Out of Home (billboard)• Programmatic Digital• Event Sponsorship

Alternate Brand Co-op plan must be pre-approved by Retail SBM. All creative must be pre-approved.

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Non-approved tactics

What is NOT approved?• Local Social• Local Web• Local PR• SEO/SEM• Showrooms (signs, displays, product, etc.)• Vehicle Graphics• Promotional Items• PYP• Event space, displays, product, staffing

Not on the list? Ask. ([email protected])

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Opt-Out Verification Process

• SBM approved plans will need to be loaded to the new Retail portal.

• ALL creative will be required to be pre-approved.

• Invoices will need to be uploaded to the Retail portal with a copy of the creative that was placed.

(Additional Net Conference in Q1 to train on portal and process. Applies to local lead gen too.)

• Approved reimbursements will happen quarterly.

retail brand co-op - pella · • video ads will be served to users before they view their...

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