Remax: Interactive Media Plan
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Remax: Interactive Media Plan

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Temple University Student Project - Remax Media Plan

Temple University Student Project - Remax Media Plan

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Remax: Interactive Media Plan Remax: Interactive Media Plan Presentation Transcript

  • Remax Online Media Plan Presented by: Ben Wollman
  • Objectives
    • To be real estate company of choice for all home buyers in 2009.
    • To generate 100% more leads than in 2008.
  • Planning Parameters
    • Target: Young Professionals
    • Markets: Entire US with focus in New England
    • Budget: $10 Million
    • Flights: March-October
      • Peak Season (May, June, July and August)
      • Off-Peak Season (March, April, September and October)
  • Channel Strategy
    • Search Engine Marketing (SEM):
      • Click through rates are higher than banner ads.
      • Users are pulling in information
      • Branding
    • Internet Radio/ Video:
      • High impact placements
      • Endemic channels
    • Social Networks
      • Registration data
      • Low cost per thousand
      • Scale
  • Search Engine Marketing (SEM)
    • Coverage
    • Houses
    • House
    • Homes
    • Houses for Rent
    • Buy House
    • Apartments for Rent
    • Buy Apartments
    • Commercial Properties
    • Residential Properties
    • Real Estate Companies
    Real Estate Agent Homes for Sale House for Sale Real Estate Listings Top Real Estate Companies Rental Properties Property Search Selling Home Selling House Selling Apartment Rental Properties Property Search Selling Home Selling House Selling Apartment Rental Properties Property Search Selling Home Selling House Real Estate Selling Apartment Homes for Sale House for Sale Real Estate Listings Top Real Estate Companies Rental Properties Property Search Selling Home Selling House Selling Apartment Home Mortgage New Homes Luxury Homes Buy New Home New England Homes Moving Houses Relocating Relocating Homes Relocating New England
    • Average CPC: $4.78 (at a maximum CPC of $48.93)
    • Estimated clicks per day: 115,347-141,915 (at daily budget of $250,000.00
    • Competition
    Coldwell Banker Century 21 Yahoo! Real Estate Yellow Pages Real Estate AOL Real Estate Warner-Ball Real Estate Prudential For sale by owner Craigslist Craigslist.com BuyOwner ByOwner Home Depot Lowed Househunt.com Homefinder.com KW.com KW Luxuryrealestate.com Trulia.com Move.com Rental Companies UHAUL UHAUL.com Moving companies Moving truck company Hardware store Hardware stores Ace Hardware Weichert Realtors
    • Average CPC: $1.36 (at a maximum CPC of $32.86)
    • Estimated clicks per day: 32,436-34,233 (at a daily budget of $40,760.00)
    • Core
    Remax Houses Remax Apartments Remax Real Estate Remax Homes Remax Directory Remax Remax Selling Remax Renting Remax Property Remax Property Search Remax Agents Remax Residential Property Remax Commercial Property Remax Agent Remax Property Listing Remax Search Remax Realtor Remax Realtors Remax Sales Outstanding Agents Outstanding Results Remax land Re Max Remax Company Remax Corp. Remax Corporation Remax News Remax Information Remax Company Information Remax New England
    • Average CPC: $0.66 (at a maximum CPC of $2.25)
    • Estimated clicks per day: 12-20 (at a daily budget of $20.00)
  • Online Radio/ Video
    • Spending is recommended for the Off-Peak months of March, April, September and October.
      • Help provide continuity for the Remax campaign and increase both reach and frequency.
    • There is a higher concentration of users online at work/home (less in peak summer season)
    • Pandora and YouTube
    • $3 million to both online radio and video
  • Social Networks
    • Specific audience, professionals
    • There is a direct correlation between job hunting and real estate (new jobs may require relocation or the ability to buy a new home)
    • Spending is recommended for the entirety of the campaign lifecycle.
    • LinkedIn yields the highest ROI and will receive the entire $3 million budget.
    • The 8 month campaign will divide the $3 million budget into eight equal parts, with $375,000 spent during the months March-October
  • Creative Considerations: Rich Media
    • 1. Media Placement:
      • Placed on high traffic websites that fall into relevant target consumer categories
        • Job search, home improvement, investments/ banking and automotive.
      • Higher placements in New England geographic region to increase frequency.
      • And ROC campaign is suggested to verify “target ability”
    • 2. In Page Banner:
      • Standard IAB ad unit to allow rich media content
      • Utilize zip code “sniffing” to match the user with a scenery of familiar geography, on user registered sites or IP tracking on standard pages.
      • Iconic Remax balloon will float across the banner adding color to the black and white advertisement.
      • User can interact with the balloon adding color to the black and white advertisement
    • 3. Expandable Unit
      • Will be incorporated below the banner
      • Include drop down lists and fill-in user text boxes
      • The user is given the ability to search available properties in their desired area, price range and home specifications
    • 4. Expansion:
      • Expand and show thumbnails based upon the users input.
      • Expand over the current page and allow the user to move between (3-5) homes with matching specifications
    • 5. Thumbnails:
      • Allow a user to then click-through to the landing page on the official Remax site that matches accordingly.
      • Balloon will float around the ad units based upon the present step of the user, and interact with the users mouse movements
  • Budget Breakdown Peak Season: Off-Season:
  • Optimization Schedule Peak Season Est. Spending Est. CPM Est. Impressions Search $3 million 21,140,160 Radio/ Video 0 0 0 Social Networks $1.5 million $50 30,000,000 Off- Peak Season Est. Spending Est. CPM Est. Impressions Search 0 0 0 Radio/ Video $3 million $45 67,333,332 Social Networks $1.5 million $50 30,000,000 Total $9 million 148,473,492
  • Optimization Schedule PEAK OFF-PEAK *Amount of Imps subject to final site selection and optimizations
  • Considered by not Recommended
    • Vertical Sites
      • Costly Cost per thousand
      • Less impressions
    • Ad Networks
      • Lack of Premium Placements
    • Thank you!