The document outlines an advertising campaign concept for Citibank Financial Advisors targeting young professionals. The campaign would involve placing corn hole boards and posters at bus shelters in downtown Los Angeles and Miami. In Los Angeles, a junior poster would be used due to lack of shelter options. The total estimated cost of the 3-month campaign using two locations is $3,000, generating over 1.3 million weekly impressions and reaching approximately 330,000 people. Additional costs not included would be creating and maintaining the corn hole boards.

1. Brady Netzel | March 2022
Advertising Campaigns: Outdoor Final Concepts & Costs
Client: Citibank
Product: Financial Advisors
Target: Young Professionals
Message Objective: Citibank Financial advisors can help you plan your future.
Challenge: Young people think they will have plenty of time “later” to invest in their
future.

3. Campaign Basics:
The client for the outdoor creative concept is Citibank. Citibank is wanting to
advertise their Financial Advisors to a younger demographic, specifically younger
professionals. The message objective is, “Citibank financial advisors can help you
plan your future.” The chosen creative template for the outdoor concept is an
involve the reader scenario. My concept consists of using the popular game of
corn hole and having boards strategically placed next to a bus stop shelter. The
corn hole boards are accompanied with a poster placed in the bus shelter that
outlines the message of the advertisement. The idea is that it encourages people
to “Live in the moment. While our financial advisors work with you on your
future.” This concept encourages a younger audience to interact with the corn
hole boards because one, based on research corn hole is one of the most popular
games for their demographic, and two, much of the younger audience tend to be
present and, in the moment, and don’t plan for the future. Having an audience
interact with the corn hole boards while they wait for a bus can entice them to
look more into financial planning and all the services Citibank has to offer because
they are being involved with the advertisement.
Media Decisions:
My two ideal DMA locations would be downtown Los Angeles, CA and
downtown Miami, Florida. These two locations were chosen because of the
overall concept of the advertisement, the target audience and because of the
Citibank branches that are in these areas. The concept of having a game that the
target audience can interact with and enjoy while they wait requires a location
that has ideal weather for outside most of the time. Both Miami and Los Angeles
are two cities that are in warm-weathered states. Their downtown locations were
chosen also because it’s a very busy and active market area that would have a lot
of traction and impressions from the amount of people that would just walk by
the concept, not counting those who do interact with it. As the concept consists
of using an interactive advertisement at a bus shelter, it is also ideal to have the
advertisement placed in the city, near a Citibank branch location.
Below is the Miami, Florida chosen location. This location is an ideal DMA given
its placement within the Miami downtown area, and because of how close it is to
high traffic areas for pedestrians. I have included both a screen shot of the branch
location that I want the advertisement to be placed as well as the specs from the
Lamar website. Miami was difficult finding something other than a bulletin.
Because of that, I had to use the specs and pricing of the bulletin as a supplement.

5. Below is the Los Angeles, California location that I chose as the ideal placement. I
wanted to use the downtown Los Angeles Citibank branch location as the chosen
branch for the advertisement to be nearby. Due to a lack of bus shelter options
within this location, I used a junior poster as a supplement for my specs. I have
also included a screenshot that showcases the specific branch location I am
advertising near, and the location of the poster/where the chosen bus shelter
would be placed.

6. Cost Scenarios:
Although I was not able to gather pricing for a bus shelter, I did use a bulletin and a junior poster
as a supplement so that I can gain pricing and specs. The total cost of the three month campaign
when only using two different DMA’s and having one location for each sums up to $3000.
Combined, there is a total number of weekly impressions that comes out to 1,323,097 and a
total estimated number of people at 330,774. Although these are the costs for implementing
the campaign with the Lamar advertising, there are additional costs that would need to be
considered when developing this concept. Those additional costs include the creation and
facilitation of the corn hole boards. Making sure that the boards or bags for the game are
stocked and purchasing all the necessary equipment to maintain the corn hole boards during the
campaign.
Prepared by Brady Netzel
3/23/2022
DMA/CBSA (Designated
Market Area / Core
Based Statistical Area)
Type of
Outdoor
Location
4-week
Total
Cost
No. of
Months
Total
Campaign
Cost
Weekly
Impressions
People
Estimate
CPM
(Impressions)
CPM
(People)
Miami, Florida Bulletin
PALMETTO EXPY,
.2 MILE N/O
DOLPHIN EXPY
WS/SB $700 3 2,100
$ 1,185,503 296,376 0.59
$ 2.36
$
Los Angeles, California Junior Poster
MAIN ST EL 200F
S OF 3RD St. $300 3 900
$ 137,594 34,399 2.18
$ 8.72
$
Outdoor Totals/AVG 3,000
$ 1,323,097 330,774 1
$ 6
$
(total) (total) (total) (avg) (avg)
Outdoor Costs for Citibank
Outdoor Placements