Fifth Third Home Renovation Loan Campaign Rollout 5.14.12
Fifth Third Northeast Home Renovation Mortgage ProgramUPDATED Marketing Communication Proposal May 14, 2012
AssignmentAssist Fifth Third in developing a communication planto promote the advantages of their new HomeRenovation Mortgage Program.This campaign will launch with realtors and other keystakeholders in the Cleveland market in Summer,2012 followed by the potential rollout across all targetaudiences in the fall of 2012. Siddall, Inc. 2
Objectives• Drive awareness of the advantages of the Home Renovation Mortgage from Fifth Third with realtors and other key community targets in the greater Cleveland market• Build the relationship between the realtor and the Fifth Third Renovation MLO specialists• Provide a turnkey program that allows for clear evaluation of the various elements of the campaign Siddall, Inc. 3
Strategy• Build awareness among the targeted audiences in the Cleveland market surrounding the benefits of the Home Renovation Mortgage• Ensure that Fifth Third is seen as committed to this program and the specialists for the realtor and their clients• Illustrate the ease of working with Fifth Third to navigate the waters around this complicated product Siddall, Inc. 5
Campaign Backbone: The Information Portal and Educational VideoNow that the development of the Informational Portal andEducational Video are nearly complete, this plan will address howto promote and drive traffic to the portal and deliver the videoacross our key target segment of realtors, community leaders andexisting Fifth Third mortgage customers (refinance). Siddall, Inc. 7
Tactic 1: Intersecting and Engaging with the Realtors• Realtor.com – We recommend a strong buy with realtor.com where we will deliver companion ads - banner, header ads coupled with information ads - that drive to the Information Portal – An aggressive buy for a three month period – we have to negotiate placement with realtor.com for the companion ads. Where possible we will utilize this ad but we may have to use standard banners as well if inventory is sold out – eFlyers are electronic communications that realtor.com send to all their subscriber network – currently around 6,000 realtors in the Cleveland area; we build the content and provide layout direction within one of their template designs• Linkedin – Geo-targeted ads to realtors and real estate agents/companies – Promote the video, link to the Information Portal Siddall, Inc. 8
Tactic 2:Intersecting and Engaging with Community Leaders and Housing Authorities• Post Card Drip Campaign – Over the three months of the initial campaign we recommend distributing three post card mailings to local community leaders and housing organizations – This series will inform about this new product but will also invite conversation with the local housing authorities and the MLO and offer seminars to “educate” about this opportunity for their constituents – We will also focus on driving them to the Information Portal – We will embed our educational video with the first release Siddall, Inc. 9
Tactic 3: Intersecting and Engaging with Existing Fifth Third Mortgage Customers - Refinance• Direct Mail Letter or Statement Stuffer – Reach out to existing Fifth Third mortgage customers who might be interested in refinancing their home under the Renovation Mortgage – Create a special invitation for them to see how Fifth Third can help them turn their existing home into the home of their dreams – We will also focus on driving them to the Information Portal and/or contacting their Home Renovation Mortgage MLO Siddall, Inc. 10
Tactic 4: Priming the Pump for Consumers• Google – Paid search and contextual targeting – Banner ads promoting the Home Renovation Mortgage and linking to relevant content areas Siddall, Inc. 11
Budget – Soft LaunchMediaInternet Google Paid & Contextual Search $ 6,500.00 LinkedIn Geo-targeted to Realtors $ 450.00 Realtor.com Geo-targeted Companion Ads & eFlyers $ 700.00Sub-Total: Media (monthly net costs) $ 7,650.00Sub-Total: Media (three month campaign) $ 22,950.00ProductionImagery Stock photography $ 5,000.00 Retouching $ 4,500.00Internet Banner Prep (Google & Realtor.com) $ 10,000.00 eFlyers (Realtor.com) $ 5,000.00Direct Mail Post card series (lists/print/mail) $ 25,000.00 Refinance customer letter or statement stuffer $ 10,000.00Sub-Total: Production $ 59,500.00Information PortalHosting Six months $ 500.00Maintenance Six months $ 3,000.00Sub-Total: Informtion Portal $ 3,500.00Agency Fee Project fee, or Agency hours $ 25,000.00Sub-Total: Fee $ 30,000.00 Siddall, Inc. 12Soft Launch Total: $ 115,950.00
Timing & Next Steps – Soft Launch Steps Timing1. Project scope submitted 17-May2. Project scope approved 22-May3. Media plan submitted 31-May4. Project estimate submitted 31-May5. Project estimate approved 4-Jun6. Media plan approved 6-Jun7. Creative concepting, directional approaches 11-Jun8. Creative direction approved 14-Jun9. Final creative pieces (copy, art direction) 21-Jun10. Approval of all creative elements 22-Jun11. Media buy completed 22-Jun12. Turn over final mechanicals to production 22-Jun13. Info Portal & Educational Video Go Live 22-Jun Siddall, Inc. 13 Target In-Market Date 25-Jun
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