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Bkv 2010 plan master 10.7.9 - part3

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Sample of campaign Digital Media 2011 for Equifax

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Bkv 2010 plan master 10.7.9 - part3

  1. 1. Social Media Tactics by Goal Increase Consumer Engagement • Tactics • Online Webinars • Facebook • Twitter • Video & YouTube Channel • Blogging • Metrics • Cost per Engagement Increase Brand Awareness • Tactics • Online Webinars • Facebook • Twitter • Exclusives & Contests • Social Sharing & Bookmarking • Video & YouTube Channel • Blogging • Metrics • Cost per Interaction • Cost per Friend/Follower • CPM Increase Customer Service & Education • Tactics • Online Webinars • Facebook • Twitter • Equifax Resource Center • Live Chat • Video & YouTube Channel • Blogging • Metrics • Cost per Engagement • Cost per Friend/Follower
  2. 2. Online Webinars  Online webinars are a way to support the 3 main goals set by Equifax for 2010 on one platform • By providing information, answering questions, and promoting Equifax products, webinars are the perfect social vehicle  Things to keep in mind: • A webinar schedule needs to be created so consumers know when to expect new webinars • Distribution strategies need to be fleshed out for pre-webinar promotion as well as post-webinar video distribution (exclusive vs. availability) • Online webinars will not be successful as stand-alone social vehicles; cross promotion & content population will suffer without other vehicles 2
  3. 3. Video/YouTube  Video distribution is another way for Equifax to get their message in front of a captive audience • Wide video distribution is also fairly easy since video assets will be created for Q&A and webinars  Things to keep in mind: • Video distribution only works if regular video assets are created & distributed so that users have new content to consume on a regular basis • Video optimization will help with SEO, as search engines are highlighting video wherever it makes sense  Q&A type videos which are short and answer specific questions are often featured on the 1st page of search results • Video distribution is a supporting vehicle and cannot exist without other tactics 3
  4. 4. Equifax Resource Center  An Equifax Resource Center located within Equifax.com will act as a place to house all of the useful information we are providing across the social web • Provides content to users on the site, but it will also support SEO as well as give Equifax a place to drive information-hungry consumers, putting them even closer to the conversion funnel  Things to keep in mind: • This Resource Center is not a stand-alone strategy. Instead, this simply houses all the information long-term so that users & search engines have a place to find the wealth of knowledge that Equifax provides • Updated content is a must, as having fresh information keeps the resource center relevant • This can be RSS supported so users are fed information as it is created 4
  5. 5. SEO 5
  6. 6. SEO Strategy  Equifax’s SEO strategy is now one that is fragmented between multiple storefronts • Because of this, an all-encompassing, cross-storefront strategy will need to be managed  Equifax as a portal for credit products, knowledge & general information on all product industries  Debt Wise & ID Patrol as product & category focused SEO sites • As new sites, these will need additional attention, specifically with link building • BKV is currently consulting with Equifax regarding specific SEO tactics for optimal rankings • Continued SEO efforts for the new storefronts will be important to increase free traffic for both branded and un-branded terms 6
  7. 7. SEM Integration  SEM strategies, including Search, SEO & Social Media all work in tandem, so leveraging these different types of media to work together is BKV’s #1 goal  Social Media • Leveraged for SEO link building  SEO • Works in tandem with Search to leverage high-cost or struggling keywords • Supports Social Media by driving free, relevant search traffic  Search • Supported by SEO to drive free traffic through organic results • Social Media drives additional free traffic, saving PPC costs 7
  8. 8. SEO Learning  Since September 08, there is an average drop of 9 positions in Search Engine Ranking Positions (SERP) over tracked keywords from highest ranking to current ranking  Brand terms rank well, in the first position in all tracked terms  Based on top converting keywords in Paid Search, there is need for SEO optimization on certain terms that are not on first page listings • fico, credit report score(s), identity theft protection, my fico score, free fico, credit score and credit report information.  Sitemap concerns still remain as it does not allow engine spiders to crawl site completely 8
  9. 9. SEO Rankings – Equifax.com Keyword Current Rank - Aug. 09 July 09 Rank Highest Rank (all time) Change from Highest Rank free annual credit report 101 43 43 -58 credit fraud 101 101 44 -57 personal credit check 55 101 3 -52 free credit reports 82 83 30 -52 my fico score 85 63 35 -50 fico scores 24 21 3 -21 credit report rating 40 19 19 -21 credit reporting agencies 53 34 34 -19 credit monitoring service 28 9 9 -19 free credit report online 46 101 28 -18 fico credit score 29 14 12 -17 my credit score 90 83 83 -7 credit score monitoring 11 5 5 -6 online credit report 15 19 11 -4 9
  10. 10. SEO Rankings Equifax.com - Highest Rank/Current Rank 10 0 20 40 60 80 100 120 Current Rank Highest Rank
  11. 11. SEO Optimization Tactics  Site Audit - Check all Meta Data and Content to create a mapping document which will show what optimizations need to be made for targeted keywords  Onsite Optimizations - Meta Data, Title Tags,H1 tags, Alt tags, Internal Text Links and Content Editing/Creation  Offsite Optimizations – Link Building, Blog Creation, Social Network Monitoring, Social Bookmarking and Tagging, Article Submission and Viral Components such as contests or the Falcons promotion  Monitor Paid Search for insight on conversions, impressions, clicks. Paid Search offers acumen into real time trends and data used to optimize the organic campaign  Provide monthly SEO reporting to monitor keyword rankings and website traffic 11
  12. 12. 12
  13. 13. TV 13
  14. 14. DRTV Budget 14 DRTV – DebtWise.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL Spending (000) $2,200 $1,800 $4,000 Total Units 1,502 1,229 2,731 Sub Units 1,472 1,204 2,676 Trans Units 30 25 55 Cost Per Sale $1,465 $1,465 $1,465 Cost Per Subscription Sale $1,486 $1,486 $1,486  Assumes 98% vs. 2% split between Sub and Trans sales. Based on actual product mix sold from Sept 08 TV campaign.
  15. 15. DRTV History  DRTV was first tested as a lead-generation vehicle in July of 2009 • Small test to determine which spot markets would be respond to a debt offer and to measure the strongest communication format (:60 or :120)  Nationwide rollout is currently underway with a large buy across cable and local • Campaign has proven to be a great awareness vehicle for Debt Wise lifting sales across all media • Has turned out to be the best performing TV campaign for the year  Lowest Cost Response and CPA/Sub  Drives Debt Wise sales specifically (almost 100% of sales are for Debt Wise) 15
  16. 16. DRTV Objectives With the creation of a new storefront , a microsite that places its sole emphasis on “debt-related” help, BKV recommends using TV (in conjunction with other media) to:  Drive awareness for this sub-brand  Drive new customers / sales to the DebtWise.com website • We might even be able to create a Halo effect for Equifax.com. This is to be determined  Reach a new audience; steal share from other “debt-related” companies • This goes hand-in-hand with awareness; trying to compete against “debt reduction/consolidation” clutter  Create momentum and impact the start of 2010  Support other Debt Wise ad programs 16
  17. 17. DRTV Strategy  Utilize a combination of :30s, :60s, and :120s • We know that the :120 spot lengths are most responsive and are most cost effectively placed at the local market level • Adding a :30, in addition to the :60, allows us to utilize national cable to build frequency and broaden the reach of the offering  Campaign will be flighted to maximize impact at the start of 2010 and sustain momentum for Debt Wise through Q2 17
  18. 18. Tactical Overview: DRTV  Annual Budget  $4,000,000  Flight Dates  12/28/09 – 2/14/10 (7 weeks)  4/5/10 – 5/16/10 (6 weeks)  Flighting around these dates allows DebtWise.com to benefit from some of the advertising from Equifax.com  Geography  Spot Markets selected by: • CPM efficiency • Ability to reach existing Equifax or Debt Wise consumers (BDI propensity)  National support through cable TV 18
  19. 19. Tactical Overview: National Cable  Possible Networks:  TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN, Lifetime and others  These are networks that index well (and are efficient) with our target audience – Strugglers  Spot Length: • 60% :30s • 40% :60s  Budget  $3,348,000  Targeted Impressions  747,480,397  Target CPM: $4.48 19
  20. 20. Tactical Overview: Local Spot  Run concurrently with National Cable support  15-20 local spot markets where  Commercial length  100% weighted with :120 spots  Budget  $650,000  Targeted Impressions  54,166,667  Target CPM  $12.00 and less 20
  21. 21. DRTV Media Summary  Communication Goals: • Each Flight  Reach: 65.5% Nationally, 74.5% Locally  Frequency: 10.7 Nationally, 14.2% Locally  Budget  Q1: $2,200,000  Q2: $1,798,000  Total: $3,998,000  Targeted Impressions: 801,647,063  Target CPM: $4.99 21
  22. 22. DRTV Creative Strategy  Utilize “Debt On Your Mind” spot • Test less emphasis on Equifax brand in spot; only include at the end  Test new spot that creates more negative light on the problem of debt • Create problem/solution; more emphasis on “not debt consolidation”  Create a :30 version (any Debt Wise spot), to allow us to place more inventory and help build awareness  Include TFNs on all Debt Wise spots (versions) • This category tends to drive calls to help fulfill needs; Call Center currently converting 15% of the calls into sales 22
  23. 23. DRTV Creative Strategy  Test a “freemium” • Because this product does not appear to have any price breaks (creating a “savings offer”), utilizing an appropriate give-away could increased response  Test the CTA • Instead of responding to “order now”; include a lead CTA that allows people to call / go online for more information. More information (online) can include customer testimonials and debt-payoff calculator (to show the person, with real numbers, how the product works)  Makes conversion process more “2-step”-oriented; substantiated by the large % of clicks to the demo (on our Landers) and the number of calls with product- related questions  Subsequently, allows us to create a new segment for CRM efforts 23
  24. 24. DRTV Creative Strategy  Include credit card images on art card, to help filter out those without CCs  Utilize **Codes in the CTA  Integrate with other mediums to create a unified campaign 24
  25. 25. DRTV Media Flowchart 25
  26. 26. Paid Search 26
  27. 27. Paid Search Budget – Debt Wise 27 Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL Spending $375 $313 $313 $250 $1,250 Total Units 1,667 1,786 2,500 2,500 8,452 Sub Units 1,500 1,607 2,250 2,250 7,607 Trans Units 167 179 250 250 845 Cost Per Sale $225 $175 $125 $100 $148 Cost Per Subscription Sale $250 $194 $139 $111 $164 % of Sub 90% 90% 90% 90% 90%
  28. 28. Paid Search History  Given that this was a brand-spanking-new campaign, Debt Wise encountered high CPCs and lower CTRs and CRs since entering the Debt/Money Management category • With campaign optimization and DRTV we’ve made some healthy improvement – but we’re not there yet!  Majority of product sales (approx 85%) generated from Debt Wise and Equifax brand terms  Debt Wise “Debt” terms continue to have a small SOV within the category 28
  29. 29. Paid Search Strategies  Create awareness in the debt reduction/freedom market as we are unknown in this space • Marketplace cluttered with competitors  Manage CPA/Sub in the $300-$200 range during Q1/Q2 as product awareness continues to build • Through ongoing testing and optimization CPA/Sub should get closer to goal latter part of the year  Increase media spend levels to capture SOV online and increased impressions from brand building campaigns • Support DRTV momentum and online brand awareness with increased spend levels during flights • New media efforts to reach Struggler market 29
  30. 30. Paid Search Tactics  As outlined within the Equifax.com plan, we’ll incorporate the following tactics: • Bing/MSN Restructure • Social Chatter Monitoring • Expand Reach w/ Ask.com and Advertise.com • MSN Content • Google Search Funnel • Yahoo Search Retargeting 30
  31. 31. Paid Search Tactics  If the following tactics test well for Equifax.com, we’ll consider testing in Debt Wise • Dart Search Platform • Yahoo RAIS • Bing Cashback • YouTube Promoted Video • Mobile Search • Google Content w/ FICO Overlay • Attribution Models  Not tested until latter part of year (after data builds up) 31
  32. 32. Lead Generation  As with TV, develop a 2-step order process to increase conversions • Generate hand raisers for more info about Debt Wise • Develop conversion communication program via CRM  Message 1: Did you know the average amount of debt per household is $XX? Equifax Debt Wise customers reduce their Debt faster saving thousands in interest  Message 2: Savings Calculator  Message 3: Spend Right Tools  Newsletters, etc. 32
  33. 33. Double Listing  Shift Debt Wise paid search traffic to DebtWise.com/TBD  Stronger quality score  Helps build traffic for storefront  Utilize Equifax.com and DebtWise.com for double-listing on brand terms  Continue second listing on Equifax core and brand terms  Replacing Equifaxproducts.com w/ Debtwise.com listing  Edge out competitors on side rail 33
  34. 34. Creative Testing  Create specific landing pages for high volume, low conversion terms • Suggested terms: Calculator, Credit Consolidation  Continue T&D Testing: • Paying Holidays Bills Test in Q1 • Test “Powered by Equifax” versus no mention of Equifax in T&D • Use “Learn More” about the product  “Get Debt Freedom Now with Debt Wise Learn More” 34
  35. 35. Google Day Parting & Content  Test Day parting on Google to determine if increased CPCs during peak purchase times will garner incremental sales • Roll out to additional engines if successful  Continue Google “themed” content testing • Groupings of similar or “themed” keywords are incorporated into ad groups 35
  36. 36. Social Marketing 36
  37. 37. Debt Wise – Social Media Strategy  Debt Wise social media strategy will cater to those seeking a deeper understanding of the Debt Wise product as well as specific information regarding debt and financial management strategies  Information in Debt Wise’s social media strategy will be: • 85% debt focused • 10% credit focused • 5% identity theft focused  Focusing on debt related topics allows Debt Wise to stand out as a trustworthy consumer knowledge center about debt while providing education on how debt, credit and even identity theft are intertwined 37
  38. 38. Debt Wise – Social Media Tactics by Goal 38 Increase Consumer Engagement • Tactics • Online Webinars • Facebook • Blogging • Metrics • Cost per Engagement Increase Brand Awareness • Tactics • Online Webinars • Facebook • Exclusives & Contests • Social Sharing & Bookmarking • Blogging • Metrics • Cost per Interaction • Cost per Friend/Follower • CPM Increase Customer Service & Education • Tactics • Online Webinars • Facebook • Live Chat • Blogging • Metrics • Cost per Engagement • Cost per Friend/Follower
  39. 39. SEO 39
  40. 40. SEO Strategy  As a new URL, DebtWise.com URL will need additional attention and support for the search engine spiders to index all pages within the storefront  Utilize SEO best practices to garner top organic listings for brand and non-brand terms • Optimize title tag, meta description and relevant keywords within all pages of Debt Wise storefront • Link building strategies to generate authority for the site and additional rankings  Leverage Social media – blogs, Facebook  Provide monthly SEO reporting to monitor keyword rankings and website traffic 40
  41. 41. 41
  42. 42. TV 42
  43. 43. DRTV Budget 43 DRTV – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL Spending (000) $2,319 $2,169 $4,488 Total Units 1,582 1,481 3,063 Sub Units 1,551 1,451 3,002 Trans Units 31 30 61 Cost Per Sale $1,465 $1,465 $1,465 Cost Per Subscription Sale $1,486 $1,486 $1,486  Starts Q2  Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.
  44. 44. DRTV History  ID Patrol has only been tested on TV for one short week in January of 2009 • While it did not drive more sales than the Core credit offering, it still performed well  0.002% response Rate  1.47% conversion Rate (higher conversion than credit offering)  With stronger messaging, ID Patrol could prove to generate high awareness and reach through TV 44
  45. 45. DRTV Objectives With the creation of a new storefront – a microsite that will solely emphasize the need for “total identity protection”, BKV recommends using TV to:  Drive awareness for this new sub-brand • Potential to create halo traffic for Equifax.com  Drive new customers / sales to the IDPatrol.com website  Reach new audiences; steal share from some of the other ID protection companies  Support other ID Patrol ad programs 45
  46. 46. DRTV Strategy  Campaign flighted for Q2 and Q3 • Allows time for new commercial production and to maximize exposure for Equifax into Q3 (when all other TV is off)  Initially test spot lengths and offer in 10-12 local spot markets  Test a variety of affiliates and dayparts  Test market sizes  Apply learning from test to rollout strategy for the remainder of Q2 and into Q3 • If :120s are the winner, deploy spot market strategy, similar to tactics deployed for DebtWise.com • Supplement local market :120s with :60s, :30s on National Cable 46
  47. 47. Tactical Overview: DRTV  Annual Budget  $4,500,000  Flight Dates  4/05/10-4/25/10 Testing (3 weeks)  5/3/10-6/13/10 (5 weeks)  7/5/10-8/15/10 Rollout (5 weeks)  Geography  CPM efficient markets for :60s and :120s for the testing period.  National support with :30s, :60s with national cable for rollout  Possible local market support with :120s, dependant on testing results 47
  48. 48. Tactical Overview: Local Spot Test  Utilize local buy only for initial test flight  4/05/10-4/25/10 Testing (3 weeks)  Commercial length  60% :60 spots  40% :120 spots  Dayparts  EM – 10%  DT – 25%  EF – 20%  PA/Prime – 15%  LN/LF – 15%  Weekends – 15% • Market Sizes and Affiliates: test a mixture of both 48 Biggest factor – trying to glean spot length for this new product positioning
  49. 49. Tactical Overview: Rollout  Rollout strategy to be :30s, :60s and/or :120s based on results from testing  Flight Dates  5/3/10-6/13/10  7/5/10-8/15/10  Commercial length: Dependent on results from testing  60% :30 spots  30% :60 spots  :120s to be added at local level based on results (~10%) 49
  50. 50. Tactical Overview: Rollout National Cable  National Cable including the following networks  TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN, Lifetime and others  These are networks that index well (and are efficient) with our target audience – Protectors  Employ a mixture of :30s and :60s 50
  51. 51. Tactical Overview: Rollout Local Spot  If we see that the :120s (from the initial test phase) are most responsive and cost-efficient, we’d employ a strategy that includes Local Spot  Mixture of Local Spot, supported by the National Cable awareness  Similar to what’s being used for Sept09 Debt Wise (TV), with the notion that :120s are harder to clear in National Cable  Market selection to be based on efficiencies seen in test flight 51
  52. 52. DRTV Media Summary  Communication Goals: • Flight 1: (initial test + first roll-out)  Reach: 65.5%  Frequency: 12.2 • Flight 2:  Reach: 60.5%  Frequency: 8.2  Budget  Q2: $2,319,000  Q3: $2,169,000  Total: $4,488,000  Targeted Impressions: 887,260,490  Target CPM: $5.06 52
  53. 53. Creative Strategy  Create brand new spot • Under the new ID Patrol brand guidelines – “Total Protection Made Simple” • Advertising hooks (to be presented 10/9/09)  Include TFN on all spots • Helps elicit more responses and allows for better media read  Utilize **Codes in the CTA  Include credit card images on art card, to help filter out those without CCs  Integrate with other mediums to create a unified campaign 53
  54. 54. DRTV Media Flowchart 54
  55. 55. Radio 55
  56. 56. Radio Budget 56 Radio – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL Spending (000) $861 $679 $1,540 Total Units 588 463 1,051 Sub Units 576 454 1,030 Trans Units 12 9 21 Cost Per Sale $1,465 $1,465 $1,465 Cost Per Subscription Sale $1,486 $1,486 $1,486  Starts Q2  Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.
  57. 57. Radio History  BKV has used Radio in the past to help drive awareness and incremental sales • Tested Google Audio platform – not successful; lack of “control” over placement of spots • Tested Satellite Radio (XM) – limited success; drove a fair amount of Lander visits, while providing extremely low CPMs (very efficient) • Tested traditional DR-buy – more successful; allowing us to place spots in more DR-responsive formats and dayparts  Radio should only be used in conjunction with TV (for awareness and incrementality to other trackable mediums) 57
  58. 58. Radio Strategy  Utilize another mass reach medium to raise awareness and generate sales of IDPatrol.com  Deploy radio in conjunction with TV to enhance overall reach and frequency within target markets  Utilize auxiliary channels such as XM Radio to capture Share of Voice from Equifax competitors, such as LifeLock 58
  59. 59. Tactical Overview: Radio  Annual Budget • $1,539,750  Flight Dates: • 4/19/10 – 5/23/10 (5 weeks) • 7/5/10 – 8/1/10 (4 weeks) • Nine total flight weeks • 75 GRPs per week  Geography: • TBD  Commercial Length: • 100% :60s 59
  60. 60. Tactical Overview: Radio  Formats: • Will vary from market to market. Generally, formats that reach the target demographic most efficiently: News/Talk, Sports, Adult Contemporary, Country, Rock  Dayparts: • Prime dayparts: Morning and Evening Drive Times, Midday • Supplemented with Broad Rotations to enhance efficiency and improve frequency 60
  61. 61. Tactical Overview: Satellite  In addition to local spot radio, XM Radio is a cost-effective mechanism to reach the ID Patrol target audience  Total XM Audience: 19,000,000 subscribers • 53% Male • 43% Female • 76% of users are homeowners • 78% of listeners are married  Commercial Length: • 100% :60s 61
  62. 62. Tactical Overview: Satellite  Flight Dates • 4/12/10 – 6/6/10 (8 weeks) • 7/5/10 – 8/15/10 (6 weeks) • 14 total weeks  Formats: • Primarily the News/Talk stations: CNN, FOX News, CNBC, Bloomberg and ESPN 62
  63. 63. Radio Media Summary  Communication Goals • Reach (within local markets) 55% • Frequency (within local markets) 18.2 • Reach (XM) 82% • Frequency (XM) 25+  Budget: • Q2: $861,000 • Q3: $678,750 • Total: $1,539,750  Target Impressions: 232,726,692  Target CPM: $5.97 63
  64. 64. Creative Strategy  Create brand new spot; synergize with TV spot • Under the new ID Patrol brand guidelines – “Total Protection Made Simple” • Test “Competitive Response” spot (dev. 10/09)  Test new offerings  Utilize **Codes in the CTA • Simpler, more memorable CTA could help response with people “on the go” 64
  65. 65. Radio Media Flowchart 65
  66. 66. In-Stream Radio  Run in-stream radio advertising to support offline within spot markets • Streaming is a “Clutter Free” engagement experience that people seek out based on content  Streaming radio spot before selected radio allows listener to instantly interact with Equifax • Equifax banners will run alongside the in-stream advertisement  Ability to optimize buy quickly during offline flights  To measure success alongside offline  Unique URL’s will be used to measure clicks & conversions 66
  67. 67. Direct Mail – Acquisition 67
  68. 68. Direct Mail Acquisition Budget 68  Assumes 24% vs. 76% split in Sub and Trans sales. Direct Mail – IDPatrol.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL Spending (000) $200 $400 $400 $200 $1,200 Total Units 12,323 24,646 24,646 12,323 73,937 Sub Units 2,957 5,914 5,914 2,957 17,741 Trans Units 9,366 18,732 18,732 9,366 56,196 Cost Per Sale $16 $16 $16 $16 $16 Cost Per Subscription Sale $68 $68 $68 $68 $68
  69. 69. Direct Mail Strategy  Develop a response model identifying those prospects most likely to respond to ID Patrol • Use actual responders / ID Patrol customers from 2009 initiatives  Continue to refine model, as responders from initial phases are collected (niche audience)  Leverage concepts from TV, creating synergy for the year  Suggest mailing: • March • June • August • October • Allows us to stagger DM within each quarter, with House mailings occurring at beginning of quarter and Acquisition occurring at the end of the quarter 69
  70. 70. Paid Search 70
  71. 71. Paid Search Budget – ID Patrol 71 Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL Spending $450 $580 $570 $400 $2,000 Total Units 2,813 4,462 4,750 4,000 16,024 Sub Units 2,531 4,015 4,275 3,600 14,422 Trans Units 281 446 475 400 1,602 Cost Per Sale $160 $130 $120 $100 $125 Cost Per Subscription Sale $178 $144 $133 $111 $139 % of Sub 90% 90% 90% 90% 90%
  72. 72. Paid Search History  ID Patrol has always been a key component of the paid search campaign • Budget historically has been limited due to high CPCs ($5 - $10) • Very competitive category • CPA/Sub goal of $50 is hard to meet  Offer and messaging in Paid Search has not been very competitive  Little awareness for product  However, campaign has high percent subscription unit sales (average is 90%) 72
  73. 73. Paid Search Strategy – ID Patrol  Support launch of new ID Patrol Brand and storefront • Highlight new features and stronger messaging  Do not front-load media spend in Q1 • Higher allocations Q2 and Q3 when TV is running  Increase SOV levels against competitors with large budgets • Specific competitors include: LifeLock.com and ProtectMyID.com  Manage CPA/Sub to $180-$150 range while building brand awareness • CPA/Sub should trend towards goal during latter portion of the year 73
  74. 74. Paid Search Tactics  As outlined within the Equifax.com plan, we’ll incorporate the following tactics: • Bing/MSN Restructure • Social Chatter Monitoring • Expand Reach w/ Ask.com and Advertise.com • MSN Content • Google Search Funnel • Yahoo Search Retargeting 74
  75. 75. Paid Search Tactics  If the following tactics test well for Equifax.com, we’ll consider testing in ID Patrol • Dart Search Platform • Yahoo RAIS • Bing Cashback • YouTube Promoted Video • Mobile Search • Google Content w/ FICO Overlay • Attribution Models  Not tested until latter part of year (after data builds up) 75
  76. 76. Yahoo!  Utilize extended Title length within Yahoo during title and description testing  Test Age/Demo Targeting due to older “ID Patrol” audience on Bing and Yahoo • Allows you to bid higher CPCs for searchers who match Protector audience 76
  77. 77. Creative Testing  Develop landing page to match new brand image and messaging  Additional Tests: • Product feature vs. product benefit focused copy • Location of “Powered by Equifax” • With or without price point  T&D Tests: • Key product benefits  Auto Fraud Alert  $1Million Insurance – drive to Lander specific with $1M Insurance “Seal”  “Total Identity Production” and key hook for ID Patrol 77
  78. 78. Double Listing  Shift ID Patrol paid search traffic to IDPatrol.com/TBD  Stronger quality score  Helps build traffic for storefront  Utilize Equifax.com and IDPatrol.com for double-listing on brand terms  Continue second listing on Equifax core and brand terms  Edge out competitors on side rail 78
  79. 79. Consumer Score Card  Promote free product as Pop-up on paid search Lander as alternate to identity theft message  Offer served to visitor when: • Back button is hit before clicking • Visitor clicks landing page close button  Split serve pop-up offer with Monitoring + Score product 79
  80. 80. Social Marketing 80
  81. 81. Social Media Strategy  ID Patrol social media strategy will cater to those seeking a deeper understand of the ID Patrol product as well as specific information regarding identity theft  Information in ID Patrol’s social media strategy will be: • 85% identity theft focused • 10% credit focused • 5% debt focused  Focusing on identity theft related topics allows ID Patrol to stand out as a consumer knowledge center. Allowing consumers to feel trust and confidence in the new Brand 81
  82. 82. Debt Wise – Social Media Tactics by Goal 82 Increase Consumer Engagement • Tactics • Online Webinars • Facebook • Blogging • Metrics • Cost per Engagement Increase Brand Awareness • Tactics • Online Webinars • Facebook • Exclusives & Contests • Social Sharing & Bookmarking • Blogging • Metrics • Cost per Interaction • Cost per Friend/Follower • CPM Increase Customer Service & Education • Tactics • Online Webinars • Facebook • Live Chat • Blogging • Metrics • Cost per Engagement • Cost per Friend/Follower
  83. 83. SEO 83
  84. 84. SEO Strategy  As a new URL, IDPatrol.com URL will need additional attention and support for the search engine spiders to index all pages within the storefront  Utilize SEO best practices to garner top organic listings for brand and non-brand terms • Optimize title tag, meta description and relevant keywords within all pages of ID Patrol storefront • Link building strategies to generate authority for the site and additional rankings  Leverage Social media – blogs, Facebook  Provide monthly SEO reporting to monitor keyword rankings and website traffic 84
  85. 85. 85 Questions

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