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UPPERCASE MEDIA
AMERICAN FAMILY INSURANCE
Presents a National & Local Strategy for
Table of Contents
Meet The Team
Executive Summary
Part 1: National Campaign Adjustments
4. Continuous
5. Flight 1
7. Flight 2
8. Flight 3
9. Flowchart
10. Schedule
Part 2: DreamBank Atlanta
12. Why Atlanta?
13. Event Talent
14. About DreamBank
15. Vision & Measurement
16. Media Mix
19, Continuous
20. Flight 1
23. Flight 2
27. Flight 3
29. Flowchart
30. Schedule
Final Thoughts
1.
2.
3.
11.
31.
Meet The Team
Kathryn JennaKristina
Brandon Jaime
(and their dreams!)
“I want to positively
influence lives”
“I want to pursue a
career that I love”
“I want to host a
TED talk”
“I want to be on Forbes’
30 under 30 list”
“I want to be a
creative director”
1
Executive Summary
2
Part 1: National Campaign Adjustments Part 2: DreamBank Atlanta
	 Uppercase Media presents an adjusted campaign for AFI’s national
expansion due to a $30 million budget cut. Despite this budget cut, the
overall messaging and goals remain the same, but with adjusted emphasis
on specific media. Uppercase Media’s recommendations are tailored to
reach the previously determined objectives of increasing awareness by 20
percent, website traffic by 50 percent and leads by 25 percent while still
utilizing our original communications platform.
	 The Continuous efforts of AFI are not adjusted, as having a digital
presence throughout the entire campaign is crucial to reaching consumers.
	 Flight One still strives to create awareness of the DreamBank, but
with a less heavy TV presence as well as elimination of Spotify and the
Google Ad Network. Changes were made to better target the demographic
and reach consumers at more relevant times.
	 Flight Two also focuses on creating awareness, with focus on The
Little League World Series. The reductions in this flight include reducing the
amount of giant baseballs placed around the country and eliminating the
Google Ad Network. These changes were made because ad networks and
non-traditional placements are not as reliable at reaching the consumer
with an effective message.
	 In Flight Three, ad spending was reduced on general network
television because these placements are also not as reliable in being
effective. A pulsed schedule for general network television ads is now used
to help keep the process of finding an AFI agent at the top of mind for the
whole flight and support the digital efforts where this would occur.
	 The contingency is reduced to allocate dollars to the DreamBank.
Although the DreamBank will only be opening in Atlanta, it is a unique
concept that will receive national attention and create positive
associations for AFI, which will assist with increasing awareness for the
upcoming national launch.
	 Overall, to accommodate the new budget, cuts were made to
broadly-targeted ads that were not as effective rather than changing the
overall strategy. Uppercase Media is confident that the strategic initiatives
behind our budget reallocation will deliver an effective and efficient
campaign by reaching the consumer in unique and personal ways.
	 Uppercase Media presents a fully digital advertising campaign for
American Family Insurance to launch their second DreamBank in Atlanta,
Georgia. This DreamBank retail store expansion is the result of a very
successful introductory location in Madison, Wisconsin.
The campaign’s elements and flights target males 25-54 with an income
over $60,000, and is intended to introduce AFI’s innovative take on an
insurance retail store to a new market.
	 AFI will be hosting an event on opening day, October 19, 2013,
featuring Grammy nominee Alabama Shakes and CNN anchor Anderson
Cooper to promote the new DreamBank location.
Uppercase Media has developed a uniquely digital plan to build anticipation
and support for the event as well as carry out buzz for over a month
afterwards. This campaign parallels the American Family Insurance “Dream
Protection” message and initiative, providing an experience intended
to intrigue.
	 To do this, we recommend a campaign that begins over two
months prior in Flight One with the purpose of introducing the unique
DreamBank experience. It endures phases of knowledge, engagement and
utility through various media in Flight Two, and finally flows through Flight
Three with continued conversation about the grand opening event, the
retail store itself and AFI as a brand in whole. Throughout the four month
campaign, we will incorporate continuous efforts with emphasis on social
media to enhance our awareness initiatives and consistently stay in the
minds of our target market.
	 In conclusion, Uppercase media’s strategy of maintaining several
touch points with our targets under a completely digital campaign will
create a unique and lasting impression of American Family Insurance, the
Atlanta DreamBank and its grand opening. Uppercase Media is confident
that the $2 million budget allocation is being used to its fullest potential
and will effectively reach and engage our target.
3
Part 1:
National Campaign
Adjustments
4
Resolution Builder Microsite
& Resolution Section of App
College Board Partnership
Continuous Flight
Goal: Create awareness and provide a place for AFI to interact with their consumers.
Social Media
Paid Search
AFI App
Uppercase Media will invest the same amount in social media
because it is efficient and provides an even playing field to
compete against large national competitors.
Because insurance prices are competitive, Uppercase Media
believes that it is imperative to invest in a new and integrated
mobile application that will provide added value to the insurance
and will help AFI remain competitive.
AFI will continue the original budget for paid search because
keywords for the insurance industry are very competitive, so AFI
needs to stay in competition with other national brands.
The College Board Big Future partnership allows AFI to connect
with The Influencers and their college-bound children. This
partnership’s multiple dimensions helps AFI make college dreams
come true through informative and organizational tools.
The Resolution Builder is an integrated part of Flight One and will drive content
for ads and help motivate people to achieve their goals throughout the year.
Additionally, the Resolution Builder will attract users because of the functionality
and then they will be more likely to explore AFI, who will be sponsoring it.
Budget
The majority of the continuous budget is focused on paid search
because of the high competitive price of keywords in the insurance
category. The remaining of the budget is used to connect with the
target market in a personal and digital way.
Media Cost
Social Media
Facebook $249,406
Twitter $123,500
YouTube $225,000
Paid Search
Adwords $3,000,000
Mobile App
AFI App $750,000
Resolutions Section Mobile App $50,000
Big Future App Dev $50,000
Microsite
Resolution planner $200,000
Content Partnership
CollegeBoard Big Future $750,000
College Life Skills Video Series $300,000
Total $5,697,906
Social
Media
10%
Paid Search
53%
Mobile App
15%
Content
Partnership
18%
Microsite
4%
5
Flight One
Goal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand
awareness and encouraging customers to download AFI’s mobile application. This
flight will run from the beginning of national expansion, January 2014, to May 2014.
New Year’s Resolutions
TV
Uppercase Media believes that the first few months of the year
are crucial and the most relevant for focusing on New Year’s
Resolutions. With commercials also running during Modern Family
from February-May, it is more valuable to have advertising during
regular TV and Modern Family during the first few months of the
year, February and March, and then only advertise during Modern
Family from April and May. This will reduce TV ad spending for the
Goals and New Year’s Resolutions by 50 percent.
Digital
Modern Family Partnership
Broadcast Your Dream Scholarship
One of the goals of this flight is to increase downloads of the AFI
app and the best way to do this is through mobile ads. To more
effectively target consumers AFI will only purchase ads on specific
websites and not from the Google Ad Network. Additionally, the
average Spotify user is 29 years old, which targets the younger
part of our demographic, but not the older part. To be more
efficient and not whisper, we will eliminate Spotify spending.
Modern Family relates to the family values that AFI holds.
Additionally, Modern Family appeals to both targets, which
helps AFI connect with all users through one partnership.
Through using second screen ads and social media, AFI will
use this partnership to interact with viewers on a digital level.
The collaborative effort with Jimmy Fallon will help create
excitement around the brand and the show, which is crucial in
Flight One, where awareness is key.
Uppercase Media believes that it is in AFI’s best interest to
make this goal more achievable to everyone by assisting with
the accompanying finances.
January - May 2014
6
Flight One
Goal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand
awareness and encouraging customers to download AFI’s mobile application. This
flight will run from the beginning of national expansion, January 2014, to May 2014.
Budget
The categories of Flight One are allocated similarly because one
of the goals is to increase awareness of AFI and this is done by
creating many contact points.
TV
19%
Social
Media
1%
Content
Partnership
18%
Online Radio
6%
Rich Media
29%
Online Video
12%
Second
Screen
15%
Media Cost
Goals/Dreams
Help resolutions come true $1,000,000
TV
Network TV $4,795,350
Digital
Banner Ads $5,188,683
Mobile Ads for resolution planner aspect of app $5,000,000
Online Video
Hulu ads (resolution planner) $2,000,000
Online Radio
Pandora (resolution planner) $2,000,000
Scholarship
Broadcast Your Dream Scholarship $125,420
Modern Family
TV
Modern Family TV Ads $1,980,000
Online Video
Modern Family Ads (ABC.com, Hulu.com) $2,000,000
Second screen ads $5,389,174
Content Partnership
Modern Family Sneak Peek Sponsorship $750,000
Celebrity guest AFI Insurance Agent $3,500,000
Tweeting with Jimmy Fallon $750,000
Social Media
War Room $500,000
Total $34,978,627
7
Flight Two
Flight Two continues to focus on increasing brand awareness and getting our target
market involved through a highly viewed family sporting event. Flight Two runs from
July to August.
Little League World Series Partnership
The Little League World Series reaches the target in a unique
way because it is a space where large national competitors
have not yet entered and provides many different touch points
for AFI to connect with their target. However the three giant
baseballs placed around the country are not guaranteed to
receive attention and will not be placed. In addition, the ads
served on the Google Ad Network will also not be placed
because they are not as well targeted as the rich media
banner ads.
Budget
With digital advertising done by AFI and pre-existent awareness,
the Little League World series will have a high GRP . The majority
of the budget is allocated on TV ads to take advantage of this and
to reach the target. The digital categories of the budget are then
allocated to support more of an interactive way of watching the
Little League World Series.
Media Cost
Little League Sponsorship
TV
ESPN & ABC $15,000,000
Rich Media
Banner Ads $4,000,000
Online Video
Highlight Pre-rolls $3,000,000
Youtube video $350,000
Microsite
AFI bracket/player bios $1,000,000
Mobile App
AFI Bracket/player bio app $500,000
Second Screen $4,000,000
Guerilla & OOH
Giant baseball $1,000,000
Field of Dreams obstacle booth $601,100
Parent's Section $45,000
AFI MVP $20,000
Terrace Booth $535,000
Total $30,051,100
TV
50%
Mobile App
2%
Rich Media
13%
Online Video
11%
Microsite
4%
Second Screen
13%
Guerilla &
OOH
7%
July -August 2014
8
Flight Three
Flight Three will focus on direct response. AFI will have been national for 8 months
and brand awareness will be larger, making the focus on getting new customers.
Flight Three runs from September to December.
The goal of Flight 3 is direct response. Because of
this, online advertisements will be more effective than
television advertisements. Television advertising will
be reduced by two-thirds. The remaining television
advertising will be a pulsed strategy during the last two
weeks of every month in Flight Three. Additionally, Spotify
users include a younger demographic outside of AFI’s
target, unlike Pandora which more adequately includes
AFI’s target market. Spotify advertisements will be
eliminated because they are not as efficient.
Television & Online Radio Budget
The goal of Flight Three is to increase direct response
by finding and contacting an AFI agent. By allotting the
majority of the budget to digital ads, AFI will accomplish
this. The TV ads are then allocated to support awareness
about the process of finding an AFI agent.
Media Cost
Find an Agent
TV
Network TV $ 3,196,900
Rich Media
Banner Ads $ 5,000,000
Mobile $ 5,000,000
Online Radio
Pandora $ 3,000,000
Total $16,196,900
TV
20%
Online
Radio
18%
Rich Media
62%
September - December 2014
9
Flowchart
Flight Flight 1 Flight 2 Flight 3
Media Description January February March April May June July August
Septem-
ber
October November December
Television
ESPN & ABC
Modern Family
Network TV
Social Media
Facebook
YouTube
Twitter
College Board Facebook App
Paid Search Google Ad Words
Mobile App
New Years Resolution
Little League World Series
College Board
Content Partner-
ship
College Board
Modern Family
Online Radio Pandora
Rich Media
Mobile Ads
Banner Ads
Online Video
Hulu & ABC Ads
Sports Highlight Pre Rolls
Microsite New Years Resolution
Second Screen Ads Viggle & Zeebox
Guerilla & OOH Little League World Series
10
Schedule
The budget cuts did not affect the overall strategy of the budget. Flight One and Two focuses on gaining awareness and Flight Three focuses on direct
response. Flight One ends in May because advertising about New Year’s Resolutions past May would not be relevant to the consumer and because ending
in May will coincide with the season finale of Modern Family. Then, Flight Two starts a month later because advertising too early for the Little League World
Series would not be as effective. To reach the new budget, cuts were made to ads that were not as effective because of broad targeting. The contingency
is reduced to allocate dollars to the DreamBank. Although the DreamBank will only be opening in Atlanta, it is a unique concept that will receive national
attention and create positive associations for AFI, which will assist with the upcoming national launch.
Flight Cost
Flight 1 $34,978,627
Flight 2 $30,051,100
Flight 3 $16,196,900
Continuous $ 5,697,906
Contingency $ 1,075,467
Total $88,000,000
Flight 1
40%
Flight 2
34%
Flight 3
18%
7%
1%
Budget
11
Part 2:
DreamBank Atlanta
Why Atlanta?
12
As seen in the infographic to the left, Atlanta is one
of the top DMAs for digital usage. Because of this,
Atlanta is an ideal choice for a fully digital campaign.
Additionally, Atlanta has a large amount of zip codes that
fit our target market, males 25-54 who make an average
income around $60,000. These zip codes are placed in
the infographic, as well as their average age and income.
Because these zip codes encompass our target, Uppercase
Media recommends targeting these zip codes specifically
through all digital efforts.
Event Talent
Alabama Shakes are a 4-person rock band originating from Athens,
Alabama. Since forming in 2009, they have been nominated for “Best
New Artist” and “Best Rock Performance” at the 2012 Grammys. They
have gained media attention from several major outlets such as NPR
and The New York Times, and have performed on several talk shows
like Conan, Jimmy Kimmel Live! and Late Night with David Letterman.
Additionally, Alabama Shakes have a song featured on the award-
winning film, The Silver Linings Playbook.
They are the perfect band to represent us at our Atlanta DreamBank
opening because they had a humble high school beginning, obtaining their
dreams with hard work and dedication.
The retail store for American Family Insurance in Madison, Wisconsin as seen so much success in the past year, Uppercase Media believes that the choice
to expand the marketing experience to Atlanta, Georgia is a very smart one. We will stretch each dollar to make the most of our budget to support the
store launch.
The big store launch event will feature Anderson Cooper, who will conduct opening remarks and keynote address as well as Alabama Shakes, who will be
taking the stage and performing tunes for ongoing entertainment throughout the event.
Anderson Cooper is the anchor of hit CNN
news show, Anderson Cooper 360. He is
also an award-winning journalist and
author, working for major news
outlets such as ABC, CNN and CBS.
Cooper has written a memoir,
Details From The Edge, covering
his life and work, with proceeds
donated to charity. Cooper has
won awards from the Academy
of Television Art and Sciences,
The Government of Haiti and more.
Anderson Cooper’s profile and
professional history really outlines
him as the perfect inspirational
character to parallel our “dream”
advocacy and initiatives.
Alabama Shakes Anderson Cooper
13
About DreamBank
The DreamBank is an innovative retail concept created by American Family Insurance, currently
located in Madison, Wisconsin but expanding to Atlanta, Georgia in October 2013. The DreamBank
“...is dedicated to the inspiration, celebration and protection of dreams for individuals, families
and the community.” The concept offers interactive features that encourage visitors to discover
and pursue their own dreams through step by step instructions. Store employees, called dream
curators, are present to help guide visitors through the store and through exploring their
dreams.
“DreamBank not only provides a place for dreamers to come together to affect positive change
in our community, but also inspires visitors to think about what matters most and what’s worth
protecting,” says Lisa Bacus, executive vice president. “It’s a unique, modern approach to help
people think about insurance differently.” Additionally, the Madison DreamBank transformed the
building’s old bank vault into what is now called a dream vault, where visitors can place their
written down dreams. The DreamBank will host community events and guest speakers on a
multitude of topics as a way to stay prominent in the community.
http://www.amfam.com/press-releases/archives.asp?article=2012-1003 14
15
Vision & Measurement
Uppercase Media will embrace the growing digital age by finding
innovative connection points on several different screens with our
target market, fathers aged 25-54 who make the insurance purchase
decisions in their households. Through selectively chosen online
placements and physical placements where users can interact digitally,
AFI will effectively create awareness and buzz for their new DreamBank
location in Atlanta, Georgia. The efforts centered around the DreamBank
will create positive associations for AFI that will assist in AFI’s national
launch just a few months after the Atlanta DreamBank grand opening.
Media Vision Key Performance Indicators
Awareness of the DreamBank’s arrival in Atlanta.
We want to increase our overall potential for engagement. This will be
measured by link clicks and viewership of all content promoting our arrival.
Positive buzz for the DreamBank grand opening event and contest.
This will be measured through the amount of positive sentiments expressed
through increased points of engagement on social networks, specifically with
the hashtag #DreamATL, and number of contest entries.
Increase in Market Share for Atlanta
This will be measured by evaluating the share of market that American Family
Insurance holds among industry competitors after the campaign.
The success of the campaign will measured by the KPI’s listed below. By
monitoring these metrics, AFI will be able to evaluate the campaign in
relation to the goals of the campaign.
Screen sizes for 681,900 different devices. Our media vision covers them all.
Media Mix
Why? With 60 percent of Atlanta’s population using social networking
sites, social media will play a large role in AFI’s promotion of the
DreamBank. AFI will create new Facebook, Twitter, Instagram, and
YouTube accounts for the Atlanta DreamBank, so that AFI can better
engage and measure response for the Atlanta DreamBank specifically.
Additionally, AFI will use all current branded social networks including
Facebook, Twitter and YouTube to promote the new DreamBank and
encourage others to like the Atlanta DreamBank branded pages. These
social networking sites are popular among the target audience, males
25-54. 62 percent of all U.S. males are on Facebook and 17 percent of
all U.S. males are on Twitter, opposed to 15 percent of all U.S. females.
Additionally, AFI will create an Instagram so that they can increase
brand awareness by extending their presence on additional networks,
simultaneously implementing designated hashtags. These pages will allow
the DreamBank to inform and engage with prospective customers and
current customers. The social media efforts will be used for contests and
promotions before and during the grand opening event. Each flight will
focus on a different objective for social media efforts.
How we will measure: AFI will utilize social CRM tools to analyze all
related efforts as well as use YouTube’s analytics to get a more detailed
look at the effectiveness of the videos. Through these tools, AFI can get a
better look at the age, gender, location, and engagement of those viewing
the posts.
Social Media
Blog
Why? The DreamBank will utilize a blog to communicate information
about the DreamBank from a real consumer’s perspective. According to
eMarketer, “blogs are considered more likely to influence an internet
user’s purchase decision than any other social channels.”
How we will measure: In order to analyze viewer intention and
engagement, we will use Google Analytics to track source traffic, page
traffic and visit duration.
Targeted Promoted Posts & Tweets
Why? AFI will promote Facebook posts and tweets in specifically chosen
locations in order to increase exposure beyond those who have liked the
DreamBank page.
How we will measure: We will use Facebook and Twitter analytics to
monitor the reach, engagement and demographics of viewers as a way
to track effectiveness of all content.
YouTube Pre Rolls
Why? Through utilizing YouTube Pre Rolls and the ability to target by
demographics, geographics and interests, AFI will be able to engage with
specific components of their target market.
How we will measure: We will use YouTube analytics to determine the
effectiveness of the pre rolls.
SEO
Why? AFI will implement a unique SEO strategy during Flight One that will engage
internet users searching for the DreamBank. This is being implemented because it
will stand out from competitors and be eye catching.
How we will measure: The goal with this unique SEO strategy is to create buzz,
which is how we will measure its success.
16
Media Mix
Rich Banner Ads
Why? Through implementing rich banner ads, we will increase
engagement with the brand as well as awareness for the DreamBank and
its the grand opening event. These ads involve user interaction, which
will better capture the attention of viewers and have a more effective
impression.
AFI will advertise on news and event websites that are local to Atlanta
and match our target market, with high percentages of unique users,
males 25-54 with an average income of $60,000-$75,000. Additionally, AFI
will advertise on national websites that have a high percentage of males
in the targeted age group.
How we will measure: We will measure the effectiveness of the rich
banner ads through clicks and impressions related to source traffic.
AdWords
Why? AFI will bid on various AdWords for the selected zip codes. The
words that have been selected will target AFI’s market of consumers
who are looking for information about their goals, dreams and steps to
achieving them. Clicking on the link will take users to a landing page
that will give them information about the DreamBank and guide them to
the DreamBank’s social media.
How we will measure: AFI will monitor impressions and click
through rates
Hulu Interactive Ad
Why? AFI will run an interactive ad during the fall premieres that allows
Hulu users to explore a virtual DreamBank and then watch the rest
of their show without commercials. The no-commercials incentive will
motivate users to engage with the DreamBank for further information.
AFI will invest a higher budget allocation in Hulu ads over Youtube
because Hulu’s ad-selector model produced a 33 percent purchase intent
over standard pre-roll executions. In addition, the average user views
only 43 video ads per month which will help AFI ads avoid clutter.
How we will measure: AFI will buy a specific amount of impressions,
but we will further measure through time spent interacting.
Razorfish Outlook Report 2010
Comscore.com
17
AJC.com
Unique Visitors: 1,162,084
AccessAtlanta.com
Unique Visitors: 308,300
wsbtv.com
Unique Visitors: 484,097
MyFOXAtlanta.com
Unique Visitors: 243,657
CBSAtlanta.com
Unique Visitors: 158,379
11alive.com
Unique Visitors: 236,682
= Percentage of 25-54 year olds visiting site
= Percentage of males visiting site
57%
58%
57%
49%
57%
55%
58%
54%
56%52%
57%
51%
As seen to the left, the
websites AFI will advertise
on have demographics
that align with their target
market: Males between 25
and 54 years old.
Atlanta & National Website Demographics
sports.yahoo.com 69.5%
72%
menshealth.com
rollingstone.com
caranddrive.com
Golf.com
60%
55%
57%
57%
62%
56%
69%
52%
Media Mix
Dream Machines
Why? The Dream Machine is the perfect integration of physical interaction and
digital initiative. It allows users to get a taste of what AFI
has to offer by catalyzing inspiration for dream curation
on the spot, and then extending the efforts on Twitter,
garnering additional advertising with the use of our
hashtag. It’s unique, attention-grabbing and caters directly
to our target market due to specific physical placement of
the machines.
How we will measure: We will measure this by how
many users interact with the Dream Machine and print out
a ticket and how many of those people show up at the
event on October 19th. Social media and measurement of
virality will also be used.
Microsite
Why? The microsite will be created for the contest, so those who do not go
downtown and interact with the Dream Machines will still have a chance to enter.
Additionally, it will be a place for contest entrants to check out the additional
features. The site will be used as a landing page for ad in Flight Two and adwords.
How we will measure: AFI will use Google Analytics to see the traffic on the
site, the amount of time spent, where users are coming from, and how they are
interacting with the site.
Videos
Why? AFI will produce two different videos for two different flights. The content
will vary, but the purpose is to create something that relates to the DreamBank
and is engaging and shareable. In addition, the videos will serve as a visual
extension of the AFI Blog.
How we will measure: The videos will originate on YouTube, which allows AFI
to see views, likes, and use analytics to see deeper insights. Additionally, when
the videos are shared on the DreamBank social media pages, AFI can measure
through comments, likes, and shares.
Online Radio
Why? We will utilize online radio because Atlanta is the second highest DMA
that listens to online radio. Through these online radio ads, AFI can target
specific demographics, such as the selected zip codes. With our engaging
content, these ads will entice the listeners and increase awareness of the
new DreamBank. For the online radio budget, 75 percent of the budget will be
allocated to Pandora because 55 percent of users are male. Additionally, the
average Pandora user is 31 years old and lives in a household with an income
of 64,000 dollars. The remaining 25 percent of the online radio budget will be
allocated towards Spotify to reach the younger segment of the target market.
How we will measure: AFI can measure its success with online radio ads
through clicks and time spent on landing pages.
http://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach-
ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/
http://pewinternet.org/~/media/Files/Reports/2013/PIP_SocialMediaUsers.pdf
http://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach-
ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/
http://mediaplussea.com/pandora-online-radio/
18
Continuous Media
Continuous efforts will focus on constantly promoting the DreamBank and its grand opening event.
Social Media
We will be posting informative and engaging content on
the DreamBank Facebook, Twitter, YouTube, and Instagram
leading up to the event and opening, during the event.
After the DreamBank is open, AFI will use its national
accounts to post content about the DreamBank. The
goals with social media are to create awareness for the
DreamBank and the event, as well as getting intriguing
people to visit the store and learn more about AFI and the
DreamBank.
Blog
AFI’s national page will feature success stories from
customers that have used the DreamBank in Madison,
Wisconsin to help find and pursue their dreams. These
blog posts will be pushed through several of the Atlanta
DreamBank-branded social channels, to demonstrate the
opportunities that are coming.
19
Flight 1: “Dare to Dream”
Flight One focuses on introducing the Dreambank concept to Atlanta.
Online Radio Ads
AFI will utilize online radio ads on Pandora and Spotify to promote the opening
of the DreamBank. The main message will be that the DreamBank is “coming
soon.” AFI will geo target specific zip codes that fit the target market in
regards to income and age.
AdWords
AFI will bid on AdWords that will geo target by zip codes. These words will
take users to an AFI landing page that will describe the DreamBank and
construction progress. The list of words is as follows:
Achieve dreams
Accomplish dreams
Achieve goals
Accomplish goals
Setting life goals
Reaching life goals
Taking Initiative
Dream planning
Reach dreams
Goal planning
Reach goals
Atlanta DreamBank
Goal setting
SEO
AFI will implement a unique SEO strategy by optimizing five different URLs
that will show up in specific order under Google images when users search
for DreamBank. These URLs will have an image, that when optimized in the
specific order, will produce an ad for the DreamBank.
Social Media
Social media efforts during Flight One will focus on increasing brand
awareness of the DreamBank. The content will focus on construction,
pictures of inside, success stories from the Madison DreamBank, and blog
posts.
Promoted Posts and Tweets
AFI will promote posts and tweets about the introduction of the DreamBank,
which will be targeted towards the selected zip codes.
YouTube Pre Rolls
YouTube pre rolls during Flight One will be focusing on getting to know the
dream curators at the DreamBank. These pre rolls will be geo targeted for
certain zip codes. The purpose of these pre rolls is to explain what the dream
curators do, and how they can help you achieve your dreams.
August 1- September 14
20
Flight 1: “Dare to Dream”
Flight One focuses on introducing the Dreambank concept to Atlanta.
Hulu Interactive Ads
The Hulu interactive ad will play before viewers watch their show. These
ads will be interactive and similar to the banner ads, will allow viewers to
explore the virtual DreamBank and learn more about it. After viewing and
engaging with this ad for one minute, viewers can watch their show without
commercials. By being the only commercial, the clutter will be reduced and
will allow for positive brand recognition. In addition, these ads will target the
selected zip codes to reach the target market in Atlanta.
Rich Media Online & Mobile Banner Ads
Rich Media online and mobile banner ads will feature a virtual, interactive
DreamBank. Users will be able to navigate through the bank and click on
icons on the ad that explain what that feature of the bank is.
These ads will be placed on both national websites and Atlanta websites that
reach our target and specific demographic. They will also geo target specific
zip codes in Atlanta.
21
Flight 1: Budget
22
Budget
In Flight One Uppercase Media recommends allocating a larger percentage
of the budget towards rich media and online video. The rich display will play
a significant role in encouraging people to learn more about the DreamBank
because the ad can be served at a efficient price with interactive features.
The majority of the online video budget is attributed to the interactive Hulu
ads. Though these ads are expensive, they will effectively reach the target
market in a positive way.
Media Cost
Rich Banner $190,000
Rich Mobile $70,000
Online Radio $125,000
Adwords $5,000
SEO $20,000
Hulu $250,000
Promoted Post $10,000
Promoted Tweets $10,000
Youtube Prerolls $20,000
Total $700,000
Online
Search
4%
Social Media
3%
Online Video
38%
Rich Media
37%
Online Radio
18%
Flight 2: “Live Your Dream”
Flight two focuses on promoting the grand opening event and contest
to increase attendance.
September 15 - October 19
Dream Machines
At ten singled-out, populous locations in Atlanta within our chosen
zip codes, AFI will place a large interactive kiosk that will first attract
consumers with the text, “You dream it, we help make it happen.
#DreamATL” It will also be showing short clips from our “inspiration
videos” featuring Alabama Shakes Anderson Cooper. After the approach,
interaction with ensue as follows:
A screen prompting the visitor to think about their biggest
aspirations, and words of intent for us, the Alabama Shakes and
Anderson Cooper to help them get there at the event. There will be
options on the bottom:
•	 “Need inspiration?” page: This will direct them to either read other
people’s dreams or watch more clips from Anderson Cooper or The
Alabama Shakes. After they’re done browsing, we’ll guide them to the,
“I know my dream!” page.
•	 “I know my goal!” page: another screen asking them to tweet
us their goal with a #DreamATL hashtag. The machine will
detect their location and the incorporated hashtag, prompting
them to a details page.
•	 “Details” page: This screen will notify the visitor that a ticket
is being printed with a special number. A few numbers will be
announced during the contest, and the people holding tickets
with those numbers will get to meet the Alabama Shakes or be
interviewed by Anderson Cooper. The screen will also show event
details, including date, place and time.
•	 A cardstock ticket with their dream printed in gold lettering with
their dream on one side (a keepsake), and the text, “You dream it,
we make it happen. Find out how.” With a short link to the Atlanta
Dreambank Grand Opening Event Page (www.dreambank.amfam.com/
Atlanta), their “special number” and event details.
23
Our original platform put focus on touchpoints between our target market and their common
source of inspiration and dream curation, their kids. The Dream Machine locations were
specifically chosen for their high amount of foot traffic and relevancy to our communications
platform.
1.	 Georgia Dome
2.	 Philips Arena
3.	 Turner Field
4.	 Atlanta Zoo
5.	 CNN Center
6.	 Centennial Olympic Park
7.	 Underground Atlanta
8.	 Georgia Aquarium
9.	 Stone Mountain Park
10.	 Jimmy Carter Library and
Museum
7
8 6
1 2 5
43
9
10
Rich Media Online & Mobile Banner Ads
Flight 2: “Live Your Dream”
Flight two focuses on promoting the grand opening event and contest to
increase attendance.
September 15 - October 19
YouTube Pre Rolls
Flight Two pre rolls will be clips from an inspirational video that features
Anderson Cooper and The Alabama Shakes. This video will share their journey
and dreams. These pre rolls will target the selected zip codes to encourage
the target market that resides in Atlanta to attend the event.
Online Radio Ads
Online radio ads will be placed on both Spotify and Pandora. The display when
clicked will take users to the AFI microsite. The audio will consist of, Anderson
Cooper and Alabama Shakes inviting listeners to the event and telling them
to click for a chance to meet them and get interviewed by Anderson Cooper.
The main messaging for the online radio ads is to build hype for the grand
opening, and get people entering the contest and excited for the event. These
ads will be targeted to the selected zip codes and genre of music.
Microsite for Contest
For those who didn’t come across a Dream Machine, a microsite will be
created to offer contest tickets via email. This microsite will guide users
through the same screens as the Dream Machine, prompting them to share
their dreams for a printout-version of the ticket with the option of sharing via
Twitter.
AdWords
Similar to Flight One, AFI will purchase AdWords that will relate to dreams
and will be targeted by zip code. The list of the words are the same as Flight
One, but unlike Flight One, these words will take them to the microsite for the
contest and event.
Social Media
Social media efforts for Flight Two will be focused on monitoring the tweets
for the contest that include the hashtag #DreamATL and creating content that
relates to the contest, event, and the grand opening. The main initiative with
social media will be promoting the inspirational video featuring Anderson Cooper
and Alabama Shakes.
Promoted Posts and Tweets
AFI will promote posts and tweets about the contest and event, which will be
targeted towards specific zip codes
Online Video
An inspirational video will be produced that features Anderson Cooper and the
Alabama Shakes. AFI will work with them to gather their stories, struggles,
and goals in life and how they have gotten to where they are. The video will be
posted on all social media channels and will be encouraging people to submit
their dreams for the contest, and to visit the DreamBank to help make their
dreams come true.
24
The rich media online and mobile banner ads for Flight Two will be placed on our
national and Atlanta websites that reach our target and specific demographic.
They will also geo target specific zip codes. These ads will feature a scrolling feed
of the tweets being received through the microsite and the Dream Machines.
There will be a box on the ads saying “add your own, we’ll help you get there.”
When they press enter, it will lead them to the microsite. They will also include
photos of the Alabama Shakes and Anderson Cooper, and a tagline about getting a
chance to win VIP tickets for the event.
Flight 2: During The Event
At the event there will be various digital media efforts taking place to
entertain, engage and enhance the DreamBank experience.
October 19, 2013
Event attendees’ live photos from the event will be in the backdrop of The Alabama Shakes’ performance. There
will be a hashtag (#DreamATL) on the screen so that people know to incorporate it on Twitter and Instagram to
see the photos and their captions show up on the screen.
The Alabama Shakes’ began
as “The Shakes” and did
covers of artists like AC/
DC, James Brown and Led
Zeppelin. There will be both
original and cover song
requests from the crowd
generated through Twitter.
On each side of the stage,
there will be a wordle-style
projection, where song titles
on the panel get bigger
and bigger as more people
request them via Twitter.
25
Flight 2: Budget
26
Budget
In Flight Two, a significant amount of the budget was allocated to rich media.
Similar to Flight One, this media was recommended because it is cost efficient
and effective. Additionally, the rich media ads will be encouraging viewers to
enter the VIP contest, which will provide more engagement than a standard
ad. Though more expensive than rich display, 17 percent of the budget was
allocated for online radio ads because the ads will allow users to hear from
Anderson Cooper and The Alabama Shakes.
Online Search
1%
Social Media
5%
Online
Video
6%
Rich Media
43%
Online Radio
17%
Microsite
11%
Video Content
6% 11%
Media Cost
Dream machines $100,000
Micro site $100,000
Rich banner $250,000
Rich mobile $125,000
Online radio $150,000
Adwords $5,000
Inspirational video $50,000
Promoted Post $20,000
Promoted Tweets $20,000
Youtube Prerolls $50,000
Total $870,000
Flight 3: “Spread The Dream”
Flight three is aimed to “continue the conversation” and generate buzz even
after the event. We’re looking to promote our crowdsourced video nationally
with social media so that it becomes viral organically.
October 26 - November 15
People taking the steps to making their dreams happen is a moment in history that AFI wants to cover. AFI will have award-winning anchorman
and news show host, Anderson Cooper, not only cover the event, but host a video segment that will be released a week after. Additionally, winners
that were selected to be interviewed by Anderson Cooper about their DreamBank experience will be included in this video. However, everyone’s
experience at the event will be different, so Anderson Cooper can not do this alone. Photos and tweets submitted during the event with our
designated hashtag will be used for crowdsourced coverage to supplement our event recap video with Alabama Shakes playing in the background.
This video will highlight a range of emotions; excitement for the concert, wonder as consumers interact with the dream bank, and inspiration as
they listen to the interviews.
Crowdsourced Video
Social Media
Youtube: Our crowdsourced video will be published on our Youtube channel, and
then pushed out on all national social channels.
Twitter: AFI will re-tweet and promote some of the best received content with
words to promote the upcoming video on their national pages. After the video is
uploaded, AFI be push the link to encourage continuation of conversation about the
big event by asking questions.
	 Examples: What were some of the dreams they discovered? What’s the first
step to get there? What was their favorite song played at the event? The #DreamATL
hashtag will continue to be incorporated.
Facebook: Along with posting the video link, AFI will publish photo albums from
the AFI national Facebook account with pictures of the event and ask people to tag
themselves. This will help kickstart the buzz about the DreamBank nationally.
YouTube Pre Rolls
Flight Three pre rolls will feature clips from the crowdsourced video from the
event and will be targeted nationally towards the target market to help spread
buzz about the event and to promote positive associations with AFI.
27
Flight 3: Budget
28
Budget
The main goal of Flight Three is to spread the crowdsourced video nationally.
Therefore, online video encompassed 62 percent of the budget for Flight
Three which consisted of Youtube pre roll ads to launch the spread of the
crowdsourced video. Additionally, 25 percent of the budget for Flight Three
will be used on social media to continue to fuel the video’s progress.
Social
Media
25%
Online
Video
62%
Video
Content
13%
Media Cost
Crowdsourced video $50,000
Promoted Post $50,000
Promoted Tweets $50,000
Youtube Prerolls $250,000
Total $400,000
Flow Chart
29
Flight Flight 1 Flight 2 Flight 3
Media Description August September October November
Social Media
Facebook
Twitter
Instagram
YouTube
Blog
Online Search
Google Ad Words
SEO
DreamBank Event
Social Media Activa-
tion
Promoted Tweets
Promoted Posts
Rich Media
Mobile Banner Ads
Online Banner Ads
Microsite
Video Content
Inspirational Video
Crowdsourced
video
Nontraditional Dream Machine
Online Video
YouTube Pre-Rolls
Hulu Interactive
Online Radio
Spotify
Pandora
Uppercase Media recommends using a continuous schedule because
the large budget allocated to the DreamBank will allow it to digitally
rise above any ad clutter. The small break after Flight Two is scheduled
because the grand opening is projected to cause a significant amount of
buzz which will slow down after a week. Once the buzz begins to slow
down, AFI will launch the third flight to help nationally spread the buzz.
The overall budget of the campaign included allocating 35 percent of
the budget in Flight One, 43 percent in Flight Two, 20 percent in Flight
Three, and 2 percent
in contingency.
Flight One is focused on creating awareness of the DreamBank
among citizens in Atlanta. Because of this, Flight One received the
second highest portion of the budget so that awareness efforts could be
successfully executed.
Flight Two is centered around the contest and subsequent grand
opening event. The majority of the overall budget was distributed during
this flight in order to increase attendance at the grand opening.
AFI will spend the least amount on Flight three because we believe
that our heavy efforts in Flights One and Two will create a big enough
impact to resonate with consumers for some time after the event. Flight
three’s budget is primarily dedicated to increasing social media efforts
in order to support the previously created
“Grand Opening” buzz.
The remaining 2 percent of the budget will be used in contingency
to cover any problems that could arise from non-traditional media, video
production and the grand opening event.
Schedule
30
Budget Flights Cost
Flight 1 $700,000
Flight 2 $870,000
Flight 3 $400,000
Contingency $30,000
Total $2,000,000
Flight 1
35%
Flight 2
43%
Flight 3
20%
2%
31
Final Thoughts
Uppercase Media is confident that with the recommendations offered, DreamBank Atlanta will
exceed the success of the Madison, WI Capitol Square location. By tapping into the increasingly
digital age that Atlanta has adopted, American Family Insurance will build a positive connection
with the community and use those touchpoints to enhance and assist the initiatives aimed to
increase awareness of our national efforts that will begin just a few months after in 2014. The
unity of these campaigns will increase awareness about American Family Insurance by 20 percent,
increase website traffic by 50 percent, and generate 25 percent more leads.

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American Family Insurace National Launch

  • 1. UPPERCASE MEDIA AMERICAN FAMILY INSURANCE Presents a National & Local Strategy for
  • 2. Table of Contents Meet The Team Executive Summary Part 1: National Campaign Adjustments 4. Continuous 5. Flight 1 7. Flight 2 8. Flight 3 9. Flowchart 10. Schedule Part 2: DreamBank Atlanta 12. Why Atlanta? 13. Event Talent 14. About DreamBank 15. Vision & Measurement 16. Media Mix 19, Continuous 20. Flight 1 23. Flight 2 27. Flight 3 29. Flowchart 30. Schedule Final Thoughts 1. 2. 3. 11. 31.
  • 3. Meet The Team Kathryn JennaKristina Brandon Jaime (and their dreams!) “I want to positively influence lives” “I want to pursue a career that I love” “I want to host a TED talk” “I want to be on Forbes’ 30 under 30 list” “I want to be a creative director” 1
  • 4. Executive Summary 2 Part 1: National Campaign Adjustments Part 2: DreamBank Atlanta Uppercase Media presents an adjusted campaign for AFI’s national expansion due to a $30 million budget cut. Despite this budget cut, the overall messaging and goals remain the same, but with adjusted emphasis on specific media. Uppercase Media’s recommendations are tailored to reach the previously determined objectives of increasing awareness by 20 percent, website traffic by 50 percent and leads by 25 percent while still utilizing our original communications platform. The Continuous efforts of AFI are not adjusted, as having a digital presence throughout the entire campaign is crucial to reaching consumers. Flight One still strives to create awareness of the DreamBank, but with a less heavy TV presence as well as elimination of Spotify and the Google Ad Network. Changes were made to better target the demographic and reach consumers at more relevant times. Flight Two also focuses on creating awareness, with focus on The Little League World Series. The reductions in this flight include reducing the amount of giant baseballs placed around the country and eliminating the Google Ad Network. These changes were made because ad networks and non-traditional placements are not as reliable at reaching the consumer with an effective message. In Flight Three, ad spending was reduced on general network television because these placements are also not as reliable in being effective. A pulsed schedule for general network television ads is now used to help keep the process of finding an AFI agent at the top of mind for the whole flight and support the digital efforts where this would occur. The contingency is reduced to allocate dollars to the DreamBank. Although the DreamBank will only be opening in Atlanta, it is a unique concept that will receive national attention and create positive associations for AFI, which will assist with increasing awareness for the upcoming national launch. Overall, to accommodate the new budget, cuts were made to broadly-targeted ads that were not as effective rather than changing the overall strategy. Uppercase Media is confident that the strategic initiatives behind our budget reallocation will deliver an effective and efficient campaign by reaching the consumer in unique and personal ways. Uppercase Media presents a fully digital advertising campaign for American Family Insurance to launch their second DreamBank in Atlanta, Georgia. This DreamBank retail store expansion is the result of a very successful introductory location in Madison, Wisconsin. The campaign’s elements and flights target males 25-54 with an income over $60,000, and is intended to introduce AFI’s innovative take on an insurance retail store to a new market. AFI will be hosting an event on opening day, October 19, 2013, featuring Grammy nominee Alabama Shakes and CNN anchor Anderson Cooper to promote the new DreamBank location. Uppercase Media has developed a uniquely digital plan to build anticipation and support for the event as well as carry out buzz for over a month afterwards. This campaign parallels the American Family Insurance “Dream Protection” message and initiative, providing an experience intended to intrigue. To do this, we recommend a campaign that begins over two months prior in Flight One with the purpose of introducing the unique DreamBank experience. It endures phases of knowledge, engagement and utility through various media in Flight Two, and finally flows through Flight Three with continued conversation about the grand opening event, the retail store itself and AFI as a brand in whole. Throughout the four month campaign, we will incorporate continuous efforts with emphasis on social media to enhance our awareness initiatives and consistently stay in the minds of our target market. In conclusion, Uppercase media’s strategy of maintaining several touch points with our targets under a completely digital campaign will create a unique and lasting impression of American Family Insurance, the Atlanta DreamBank and its grand opening. Uppercase Media is confident that the $2 million budget allocation is being used to its fullest potential and will effectively reach and engage our target.
  • 6. 4 Resolution Builder Microsite & Resolution Section of App College Board Partnership Continuous Flight Goal: Create awareness and provide a place for AFI to interact with their consumers. Social Media Paid Search AFI App Uppercase Media will invest the same amount in social media because it is efficient and provides an even playing field to compete against large national competitors. Because insurance prices are competitive, Uppercase Media believes that it is imperative to invest in a new and integrated mobile application that will provide added value to the insurance and will help AFI remain competitive. AFI will continue the original budget for paid search because keywords for the insurance industry are very competitive, so AFI needs to stay in competition with other national brands. The College Board Big Future partnership allows AFI to connect with The Influencers and their college-bound children. This partnership’s multiple dimensions helps AFI make college dreams come true through informative and organizational tools. The Resolution Builder is an integrated part of Flight One and will drive content for ads and help motivate people to achieve their goals throughout the year. Additionally, the Resolution Builder will attract users because of the functionality and then they will be more likely to explore AFI, who will be sponsoring it. Budget The majority of the continuous budget is focused on paid search because of the high competitive price of keywords in the insurance category. The remaining of the budget is used to connect with the target market in a personal and digital way. Media Cost Social Media Facebook $249,406 Twitter $123,500 YouTube $225,000 Paid Search Adwords $3,000,000 Mobile App AFI App $750,000 Resolutions Section Mobile App $50,000 Big Future App Dev $50,000 Microsite Resolution planner $200,000 Content Partnership CollegeBoard Big Future $750,000 College Life Skills Video Series $300,000 Total $5,697,906 Social Media 10% Paid Search 53% Mobile App 15% Content Partnership 18% Microsite 4%
  • 7. 5 Flight One Goal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand awareness and encouraging customers to download AFI’s mobile application. This flight will run from the beginning of national expansion, January 2014, to May 2014. New Year’s Resolutions TV Uppercase Media believes that the first few months of the year are crucial and the most relevant for focusing on New Year’s Resolutions. With commercials also running during Modern Family from February-May, it is more valuable to have advertising during regular TV and Modern Family during the first few months of the year, February and March, and then only advertise during Modern Family from April and May. This will reduce TV ad spending for the Goals and New Year’s Resolutions by 50 percent. Digital Modern Family Partnership Broadcast Your Dream Scholarship One of the goals of this flight is to increase downloads of the AFI app and the best way to do this is through mobile ads. To more effectively target consumers AFI will only purchase ads on specific websites and not from the Google Ad Network. Additionally, the average Spotify user is 29 years old, which targets the younger part of our demographic, but not the older part. To be more efficient and not whisper, we will eliminate Spotify spending. Modern Family relates to the family values that AFI holds. Additionally, Modern Family appeals to both targets, which helps AFI connect with all users through one partnership. Through using second screen ads and social media, AFI will use this partnership to interact with viewers on a digital level. The collaborative effort with Jimmy Fallon will help create excitement around the brand and the show, which is crucial in Flight One, where awareness is key. Uppercase Media believes that it is in AFI’s best interest to make this goal more achievable to everyone by assisting with the accompanying finances. January - May 2014
  • 8. 6 Flight One Goal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand awareness and encouraging customers to download AFI’s mobile application. This flight will run from the beginning of national expansion, January 2014, to May 2014. Budget The categories of Flight One are allocated similarly because one of the goals is to increase awareness of AFI and this is done by creating many contact points. TV 19% Social Media 1% Content Partnership 18% Online Radio 6% Rich Media 29% Online Video 12% Second Screen 15% Media Cost Goals/Dreams Help resolutions come true $1,000,000 TV Network TV $4,795,350 Digital Banner Ads $5,188,683 Mobile Ads for resolution planner aspect of app $5,000,000 Online Video Hulu ads (resolution planner) $2,000,000 Online Radio Pandora (resolution planner) $2,000,000 Scholarship Broadcast Your Dream Scholarship $125,420 Modern Family TV Modern Family TV Ads $1,980,000 Online Video Modern Family Ads (ABC.com, Hulu.com) $2,000,000 Second screen ads $5,389,174 Content Partnership Modern Family Sneak Peek Sponsorship $750,000 Celebrity guest AFI Insurance Agent $3,500,000 Tweeting with Jimmy Fallon $750,000 Social Media War Room $500,000 Total $34,978,627
  • 9. 7 Flight Two Flight Two continues to focus on increasing brand awareness and getting our target market involved through a highly viewed family sporting event. Flight Two runs from July to August. Little League World Series Partnership The Little League World Series reaches the target in a unique way because it is a space where large national competitors have not yet entered and provides many different touch points for AFI to connect with their target. However the three giant baseballs placed around the country are not guaranteed to receive attention and will not be placed. In addition, the ads served on the Google Ad Network will also not be placed because they are not as well targeted as the rich media banner ads. Budget With digital advertising done by AFI and pre-existent awareness, the Little League World series will have a high GRP . The majority of the budget is allocated on TV ads to take advantage of this and to reach the target. The digital categories of the budget are then allocated to support more of an interactive way of watching the Little League World Series. Media Cost Little League Sponsorship TV ESPN & ABC $15,000,000 Rich Media Banner Ads $4,000,000 Online Video Highlight Pre-rolls $3,000,000 Youtube video $350,000 Microsite AFI bracket/player bios $1,000,000 Mobile App AFI Bracket/player bio app $500,000 Second Screen $4,000,000 Guerilla & OOH Giant baseball $1,000,000 Field of Dreams obstacle booth $601,100 Parent's Section $45,000 AFI MVP $20,000 Terrace Booth $535,000 Total $30,051,100 TV 50% Mobile App 2% Rich Media 13% Online Video 11% Microsite 4% Second Screen 13% Guerilla & OOH 7% July -August 2014
  • 10. 8 Flight Three Flight Three will focus on direct response. AFI will have been national for 8 months and brand awareness will be larger, making the focus on getting new customers. Flight Three runs from September to December. The goal of Flight 3 is direct response. Because of this, online advertisements will be more effective than television advertisements. Television advertising will be reduced by two-thirds. The remaining television advertising will be a pulsed strategy during the last two weeks of every month in Flight Three. Additionally, Spotify users include a younger demographic outside of AFI’s target, unlike Pandora which more adequately includes AFI’s target market. Spotify advertisements will be eliminated because they are not as efficient. Television & Online Radio Budget The goal of Flight Three is to increase direct response by finding and contacting an AFI agent. By allotting the majority of the budget to digital ads, AFI will accomplish this. The TV ads are then allocated to support awareness about the process of finding an AFI agent. Media Cost Find an Agent TV Network TV $ 3,196,900 Rich Media Banner Ads $ 5,000,000 Mobile $ 5,000,000 Online Radio Pandora $ 3,000,000 Total $16,196,900 TV 20% Online Radio 18% Rich Media 62% September - December 2014
  • 11. 9 Flowchart Flight Flight 1 Flight 2 Flight 3 Media Description January February March April May June July August Septem- ber October November December Television ESPN & ABC Modern Family Network TV Social Media Facebook YouTube Twitter College Board Facebook App Paid Search Google Ad Words Mobile App New Years Resolution Little League World Series College Board Content Partner- ship College Board Modern Family Online Radio Pandora Rich Media Mobile Ads Banner Ads Online Video Hulu & ABC Ads Sports Highlight Pre Rolls Microsite New Years Resolution Second Screen Ads Viggle & Zeebox Guerilla & OOH Little League World Series
  • 12. 10 Schedule The budget cuts did not affect the overall strategy of the budget. Flight One and Two focuses on gaining awareness and Flight Three focuses on direct response. Flight One ends in May because advertising about New Year’s Resolutions past May would not be relevant to the consumer and because ending in May will coincide with the season finale of Modern Family. Then, Flight Two starts a month later because advertising too early for the Little League World Series would not be as effective. To reach the new budget, cuts were made to ads that were not as effective because of broad targeting. The contingency is reduced to allocate dollars to the DreamBank. Although the DreamBank will only be opening in Atlanta, it is a unique concept that will receive national attention and create positive associations for AFI, which will assist with the upcoming national launch. Flight Cost Flight 1 $34,978,627 Flight 2 $30,051,100 Flight 3 $16,196,900 Continuous $ 5,697,906 Contingency $ 1,075,467 Total $88,000,000 Flight 1 40% Flight 2 34% Flight 3 18% 7% 1% Budget
  • 14. Why Atlanta? 12 As seen in the infographic to the left, Atlanta is one of the top DMAs for digital usage. Because of this, Atlanta is an ideal choice for a fully digital campaign. Additionally, Atlanta has a large amount of zip codes that fit our target market, males 25-54 who make an average income around $60,000. These zip codes are placed in the infographic, as well as their average age and income. Because these zip codes encompass our target, Uppercase Media recommends targeting these zip codes specifically through all digital efforts.
  • 15. Event Talent Alabama Shakes are a 4-person rock band originating from Athens, Alabama. Since forming in 2009, they have been nominated for “Best New Artist” and “Best Rock Performance” at the 2012 Grammys. They have gained media attention from several major outlets such as NPR and The New York Times, and have performed on several talk shows like Conan, Jimmy Kimmel Live! and Late Night with David Letterman. Additionally, Alabama Shakes have a song featured on the award- winning film, The Silver Linings Playbook. They are the perfect band to represent us at our Atlanta DreamBank opening because they had a humble high school beginning, obtaining their dreams with hard work and dedication. The retail store for American Family Insurance in Madison, Wisconsin as seen so much success in the past year, Uppercase Media believes that the choice to expand the marketing experience to Atlanta, Georgia is a very smart one. We will stretch each dollar to make the most of our budget to support the store launch. The big store launch event will feature Anderson Cooper, who will conduct opening remarks and keynote address as well as Alabama Shakes, who will be taking the stage and performing tunes for ongoing entertainment throughout the event. Anderson Cooper is the anchor of hit CNN news show, Anderson Cooper 360. He is also an award-winning journalist and author, working for major news outlets such as ABC, CNN and CBS. Cooper has written a memoir, Details From The Edge, covering his life and work, with proceeds donated to charity. Cooper has won awards from the Academy of Television Art and Sciences, The Government of Haiti and more. Anderson Cooper’s profile and professional history really outlines him as the perfect inspirational character to parallel our “dream” advocacy and initiatives. Alabama Shakes Anderson Cooper 13
  • 16. About DreamBank The DreamBank is an innovative retail concept created by American Family Insurance, currently located in Madison, Wisconsin but expanding to Atlanta, Georgia in October 2013. The DreamBank “...is dedicated to the inspiration, celebration and protection of dreams for individuals, families and the community.” The concept offers interactive features that encourage visitors to discover and pursue their own dreams through step by step instructions. Store employees, called dream curators, are present to help guide visitors through the store and through exploring their dreams. “DreamBank not only provides a place for dreamers to come together to affect positive change in our community, but also inspires visitors to think about what matters most and what’s worth protecting,” says Lisa Bacus, executive vice president. “It’s a unique, modern approach to help people think about insurance differently.” Additionally, the Madison DreamBank transformed the building’s old bank vault into what is now called a dream vault, where visitors can place their written down dreams. The DreamBank will host community events and guest speakers on a multitude of topics as a way to stay prominent in the community. http://www.amfam.com/press-releases/archives.asp?article=2012-1003 14
  • 17. 15 Vision & Measurement Uppercase Media will embrace the growing digital age by finding innovative connection points on several different screens with our target market, fathers aged 25-54 who make the insurance purchase decisions in their households. Through selectively chosen online placements and physical placements where users can interact digitally, AFI will effectively create awareness and buzz for their new DreamBank location in Atlanta, Georgia. The efforts centered around the DreamBank will create positive associations for AFI that will assist in AFI’s national launch just a few months after the Atlanta DreamBank grand opening. Media Vision Key Performance Indicators Awareness of the DreamBank’s arrival in Atlanta. We want to increase our overall potential for engagement. This will be measured by link clicks and viewership of all content promoting our arrival. Positive buzz for the DreamBank grand opening event and contest. This will be measured through the amount of positive sentiments expressed through increased points of engagement on social networks, specifically with the hashtag #DreamATL, and number of contest entries. Increase in Market Share for Atlanta This will be measured by evaluating the share of market that American Family Insurance holds among industry competitors after the campaign. The success of the campaign will measured by the KPI’s listed below. By monitoring these metrics, AFI will be able to evaluate the campaign in relation to the goals of the campaign. Screen sizes for 681,900 different devices. Our media vision covers them all.
  • 18. Media Mix Why? With 60 percent of Atlanta’s population using social networking sites, social media will play a large role in AFI’s promotion of the DreamBank. AFI will create new Facebook, Twitter, Instagram, and YouTube accounts for the Atlanta DreamBank, so that AFI can better engage and measure response for the Atlanta DreamBank specifically. Additionally, AFI will use all current branded social networks including Facebook, Twitter and YouTube to promote the new DreamBank and encourage others to like the Atlanta DreamBank branded pages. These social networking sites are popular among the target audience, males 25-54. 62 percent of all U.S. males are on Facebook and 17 percent of all U.S. males are on Twitter, opposed to 15 percent of all U.S. females. Additionally, AFI will create an Instagram so that they can increase brand awareness by extending their presence on additional networks, simultaneously implementing designated hashtags. These pages will allow the DreamBank to inform and engage with prospective customers and current customers. The social media efforts will be used for contests and promotions before and during the grand opening event. Each flight will focus on a different objective for social media efforts. How we will measure: AFI will utilize social CRM tools to analyze all related efforts as well as use YouTube’s analytics to get a more detailed look at the effectiveness of the videos. Through these tools, AFI can get a better look at the age, gender, location, and engagement of those viewing the posts. Social Media Blog Why? The DreamBank will utilize a blog to communicate information about the DreamBank from a real consumer’s perspective. According to eMarketer, “blogs are considered more likely to influence an internet user’s purchase decision than any other social channels.” How we will measure: In order to analyze viewer intention and engagement, we will use Google Analytics to track source traffic, page traffic and visit duration. Targeted Promoted Posts & Tweets Why? AFI will promote Facebook posts and tweets in specifically chosen locations in order to increase exposure beyond those who have liked the DreamBank page. How we will measure: We will use Facebook and Twitter analytics to monitor the reach, engagement and demographics of viewers as a way to track effectiveness of all content. YouTube Pre Rolls Why? Through utilizing YouTube Pre Rolls and the ability to target by demographics, geographics and interests, AFI will be able to engage with specific components of their target market. How we will measure: We will use YouTube analytics to determine the effectiveness of the pre rolls. SEO Why? AFI will implement a unique SEO strategy during Flight One that will engage internet users searching for the DreamBank. This is being implemented because it will stand out from competitors and be eye catching. How we will measure: The goal with this unique SEO strategy is to create buzz, which is how we will measure its success. 16
  • 19. Media Mix Rich Banner Ads Why? Through implementing rich banner ads, we will increase engagement with the brand as well as awareness for the DreamBank and its the grand opening event. These ads involve user interaction, which will better capture the attention of viewers and have a more effective impression. AFI will advertise on news and event websites that are local to Atlanta and match our target market, with high percentages of unique users, males 25-54 with an average income of $60,000-$75,000. Additionally, AFI will advertise on national websites that have a high percentage of males in the targeted age group. How we will measure: We will measure the effectiveness of the rich banner ads through clicks and impressions related to source traffic. AdWords Why? AFI will bid on various AdWords for the selected zip codes. The words that have been selected will target AFI’s market of consumers who are looking for information about their goals, dreams and steps to achieving them. Clicking on the link will take users to a landing page that will give them information about the DreamBank and guide them to the DreamBank’s social media. How we will measure: AFI will monitor impressions and click through rates Hulu Interactive Ad Why? AFI will run an interactive ad during the fall premieres that allows Hulu users to explore a virtual DreamBank and then watch the rest of their show without commercials. The no-commercials incentive will motivate users to engage with the DreamBank for further information. AFI will invest a higher budget allocation in Hulu ads over Youtube because Hulu’s ad-selector model produced a 33 percent purchase intent over standard pre-roll executions. In addition, the average user views only 43 video ads per month which will help AFI ads avoid clutter. How we will measure: AFI will buy a specific amount of impressions, but we will further measure through time spent interacting. Razorfish Outlook Report 2010 Comscore.com 17 AJC.com Unique Visitors: 1,162,084 AccessAtlanta.com Unique Visitors: 308,300 wsbtv.com Unique Visitors: 484,097 MyFOXAtlanta.com Unique Visitors: 243,657 CBSAtlanta.com Unique Visitors: 158,379 11alive.com Unique Visitors: 236,682 = Percentage of 25-54 year olds visiting site = Percentage of males visiting site 57% 58% 57% 49% 57% 55% 58% 54% 56%52% 57% 51% As seen to the left, the websites AFI will advertise on have demographics that align with their target market: Males between 25 and 54 years old. Atlanta & National Website Demographics sports.yahoo.com 69.5% 72% menshealth.com rollingstone.com caranddrive.com Golf.com 60% 55% 57% 57% 62% 56% 69% 52%
  • 20. Media Mix Dream Machines Why? The Dream Machine is the perfect integration of physical interaction and digital initiative. It allows users to get a taste of what AFI has to offer by catalyzing inspiration for dream curation on the spot, and then extending the efforts on Twitter, garnering additional advertising with the use of our hashtag. It’s unique, attention-grabbing and caters directly to our target market due to specific physical placement of the machines. How we will measure: We will measure this by how many users interact with the Dream Machine and print out a ticket and how many of those people show up at the event on October 19th. Social media and measurement of virality will also be used. Microsite Why? The microsite will be created for the contest, so those who do not go downtown and interact with the Dream Machines will still have a chance to enter. Additionally, it will be a place for contest entrants to check out the additional features. The site will be used as a landing page for ad in Flight Two and adwords. How we will measure: AFI will use Google Analytics to see the traffic on the site, the amount of time spent, where users are coming from, and how they are interacting with the site. Videos Why? AFI will produce two different videos for two different flights. The content will vary, but the purpose is to create something that relates to the DreamBank and is engaging and shareable. In addition, the videos will serve as a visual extension of the AFI Blog. How we will measure: The videos will originate on YouTube, which allows AFI to see views, likes, and use analytics to see deeper insights. Additionally, when the videos are shared on the DreamBank social media pages, AFI can measure through comments, likes, and shares. Online Radio Why? We will utilize online radio because Atlanta is the second highest DMA that listens to online radio. Through these online radio ads, AFI can target specific demographics, such as the selected zip codes. With our engaging content, these ads will entice the listeners and increase awareness of the new DreamBank. For the online radio budget, 75 percent of the budget will be allocated to Pandora because 55 percent of users are male. Additionally, the average Pandora user is 31 years old and lives in a household with an income of 64,000 dollars. The remaining 25 percent of the online radio budget will be allocated towards Spotify to reach the younger segment of the target market. How we will measure: AFI can measure its success with online radio ads through clicks and time spent on landing pages. http://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach- ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/ http://pewinternet.org/~/media/Files/Reports/2013/PIP_SocialMediaUsers.pdf http://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach- ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/ http://mediaplussea.com/pandora-online-radio/ 18
  • 21. Continuous Media Continuous efforts will focus on constantly promoting the DreamBank and its grand opening event. Social Media We will be posting informative and engaging content on the DreamBank Facebook, Twitter, YouTube, and Instagram leading up to the event and opening, during the event. After the DreamBank is open, AFI will use its national accounts to post content about the DreamBank. The goals with social media are to create awareness for the DreamBank and the event, as well as getting intriguing people to visit the store and learn more about AFI and the DreamBank. Blog AFI’s national page will feature success stories from customers that have used the DreamBank in Madison, Wisconsin to help find and pursue their dreams. These blog posts will be pushed through several of the Atlanta DreamBank-branded social channels, to demonstrate the opportunities that are coming. 19
  • 22. Flight 1: “Dare to Dream” Flight One focuses on introducing the Dreambank concept to Atlanta. Online Radio Ads AFI will utilize online radio ads on Pandora and Spotify to promote the opening of the DreamBank. The main message will be that the DreamBank is “coming soon.” AFI will geo target specific zip codes that fit the target market in regards to income and age. AdWords AFI will bid on AdWords that will geo target by zip codes. These words will take users to an AFI landing page that will describe the DreamBank and construction progress. The list of words is as follows: Achieve dreams Accomplish dreams Achieve goals Accomplish goals Setting life goals Reaching life goals Taking Initiative Dream planning Reach dreams Goal planning Reach goals Atlanta DreamBank Goal setting SEO AFI will implement a unique SEO strategy by optimizing five different URLs that will show up in specific order under Google images when users search for DreamBank. These URLs will have an image, that when optimized in the specific order, will produce an ad for the DreamBank. Social Media Social media efforts during Flight One will focus on increasing brand awareness of the DreamBank. The content will focus on construction, pictures of inside, success stories from the Madison DreamBank, and blog posts. Promoted Posts and Tweets AFI will promote posts and tweets about the introduction of the DreamBank, which will be targeted towards the selected zip codes. YouTube Pre Rolls YouTube pre rolls during Flight One will be focusing on getting to know the dream curators at the DreamBank. These pre rolls will be geo targeted for certain zip codes. The purpose of these pre rolls is to explain what the dream curators do, and how they can help you achieve your dreams. August 1- September 14 20
  • 23. Flight 1: “Dare to Dream” Flight One focuses on introducing the Dreambank concept to Atlanta. Hulu Interactive Ads The Hulu interactive ad will play before viewers watch their show. These ads will be interactive and similar to the banner ads, will allow viewers to explore the virtual DreamBank and learn more about it. After viewing and engaging with this ad for one minute, viewers can watch their show without commercials. By being the only commercial, the clutter will be reduced and will allow for positive brand recognition. In addition, these ads will target the selected zip codes to reach the target market in Atlanta. Rich Media Online & Mobile Banner Ads Rich Media online and mobile banner ads will feature a virtual, interactive DreamBank. Users will be able to navigate through the bank and click on icons on the ad that explain what that feature of the bank is. These ads will be placed on both national websites and Atlanta websites that reach our target and specific demographic. They will also geo target specific zip codes in Atlanta. 21
  • 24. Flight 1: Budget 22 Budget In Flight One Uppercase Media recommends allocating a larger percentage of the budget towards rich media and online video. The rich display will play a significant role in encouraging people to learn more about the DreamBank because the ad can be served at a efficient price with interactive features. The majority of the online video budget is attributed to the interactive Hulu ads. Though these ads are expensive, they will effectively reach the target market in a positive way. Media Cost Rich Banner $190,000 Rich Mobile $70,000 Online Radio $125,000 Adwords $5,000 SEO $20,000 Hulu $250,000 Promoted Post $10,000 Promoted Tweets $10,000 Youtube Prerolls $20,000 Total $700,000 Online Search 4% Social Media 3% Online Video 38% Rich Media 37% Online Radio 18%
  • 25. Flight 2: “Live Your Dream” Flight two focuses on promoting the grand opening event and contest to increase attendance. September 15 - October 19 Dream Machines At ten singled-out, populous locations in Atlanta within our chosen zip codes, AFI will place a large interactive kiosk that will first attract consumers with the text, “You dream it, we help make it happen. #DreamATL” It will also be showing short clips from our “inspiration videos” featuring Alabama Shakes Anderson Cooper. After the approach, interaction with ensue as follows: A screen prompting the visitor to think about their biggest aspirations, and words of intent for us, the Alabama Shakes and Anderson Cooper to help them get there at the event. There will be options on the bottom: • “Need inspiration?” page: This will direct them to either read other people’s dreams or watch more clips from Anderson Cooper or The Alabama Shakes. After they’re done browsing, we’ll guide them to the, “I know my dream!” page. • “I know my goal!” page: another screen asking them to tweet us their goal with a #DreamATL hashtag. The machine will detect their location and the incorporated hashtag, prompting them to a details page. • “Details” page: This screen will notify the visitor that a ticket is being printed with a special number. A few numbers will be announced during the contest, and the people holding tickets with those numbers will get to meet the Alabama Shakes or be interviewed by Anderson Cooper. The screen will also show event details, including date, place and time. • A cardstock ticket with their dream printed in gold lettering with their dream on one side (a keepsake), and the text, “You dream it, we make it happen. Find out how.” With a short link to the Atlanta Dreambank Grand Opening Event Page (www.dreambank.amfam.com/ Atlanta), their “special number” and event details. 23 Our original platform put focus on touchpoints between our target market and their common source of inspiration and dream curation, their kids. The Dream Machine locations were specifically chosen for their high amount of foot traffic and relevancy to our communications platform. 1. Georgia Dome 2. Philips Arena 3. Turner Field 4. Atlanta Zoo 5. CNN Center 6. Centennial Olympic Park 7. Underground Atlanta 8. Georgia Aquarium 9. Stone Mountain Park 10. Jimmy Carter Library and Museum 7 8 6 1 2 5 43 9 10
  • 26. Rich Media Online & Mobile Banner Ads Flight 2: “Live Your Dream” Flight two focuses on promoting the grand opening event and contest to increase attendance. September 15 - October 19 YouTube Pre Rolls Flight Two pre rolls will be clips from an inspirational video that features Anderson Cooper and The Alabama Shakes. This video will share their journey and dreams. These pre rolls will target the selected zip codes to encourage the target market that resides in Atlanta to attend the event. Online Radio Ads Online radio ads will be placed on both Spotify and Pandora. The display when clicked will take users to the AFI microsite. The audio will consist of, Anderson Cooper and Alabama Shakes inviting listeners to the event and telling them to click for a chance to meet them and get interviewed by Anderson Cooper. The main messaging for the online radio ads is to build hype for the grand opening, and get people entering the contest and excited for the event. These ads will be targeted to the selected zip codes and genre of music. Microsite for Contest For those who didn’t come across a Dream Machine, a microsite will be created to offer contest tickets via email. This microsite will guide users through the same screens as the Dream Machine, prompting them to share their dreams for a printout-version of the ticket with the option of sharing via Twitter. AdWords Similar to Flight One, AFI will purchase AdWords that will relate to dreams and will be targeted by zip code. The list of the words are the same as Flight One, but unlike Flight One, these words will take them to the microsite for the contest and event. Social Media Social media efforts for Flight Two will be focused on monitoring the tweets for the contest that include the hashtag #DreamATL and creating content that relates to the contest, event, and the grand opening. The main initiative with social media will be promoting the inspirational video featuring Anderson Cooper and Alabama Shakes. Promoted Posts and Tweets AFI will promote posts and tweets about the contest and event, which will be targeted towards specific zip codes Online Video An inspirational video will be produced that features Anderson Cooper and the Alabama Shakes. AFI will work with them to gather their stories, struggles, and goals in life and how they have gotten to where they are. The video will be posted on all social media channels and will be encouraging people to submit their dreams for the contest, and to visit the DreamBank to help make their dreams come true. 24 The rich media online and mobile banner ads for Flight Two will be placed on our national and Atlanta websites that reach our target and specific demographic. They will also geo target specific zip codes. These ads will feature a scrolling feed of the tweets being received through the microsite and the Dream Machines. There will be a box on the ads saying “add your own, we’ll help you get there.” When they press enter, it will lead them to the microsite. They will also include photos of the Alabama Shakes and Anderson Cooper, and a tagline about getting a chance to win VIP tickets for the event.
  • 27. Flight 2: During The Event At the event there will be various digital media efforts taking place to entertain, engage and enhance the DreamBank experience. October 19, 2013 Event attendees’ live photos from the event will be in the backdrop of The Alabama Shakes’ performance. There will be a hashtag (#DreamATL) on the screen so that people know to incorporate it on Twitter and Instagram to see the photos and their captions show up on the screen. The Alabama Shakes’ began as “The Shakes” and did covers of artists like AC/ DC, James Brown and Led Zeppelin. There will be both original and cover song requests from the crowd generated through Twitter. On each side of the stage, there will be a wordle-style projection, where song titles on the panel get bigger and bigger as more people request them via Twitter. 25
  • 28. Flight 2: Budget 26 Budget In Flight Two, a significant amount of the budget was allocated to rich media. Similar to Flight One, this media was recommended because it is cost efficient and effective. Additionally, the rich media ads will be encouraging viewers to enter the VIP contest, which will provide more engagement than a standard ad. Though more expensive than rich display, 17 percent of the budget was allocated for online radio ads because the ads will allow users to hear from Anderson Cooper and The Alabama Shakes. Online Search 1% Social Media 5% Online Video 6% Rich Media 43% Online Radio 17% Microsite 11% Video Content 6% 11% Media Cost Dream machines $100,000 Micro site $100,000 Rich banner $250,000 Rich mobile $125,000 Online radio $150,000 Adwords $5,000 Inspirational video $50,000 Promoted Post $20,000 Promoted Tweets $20,000 Youtube Prerolls $50,000 Total $870,000
  • 29. Flight 3: “Spread The Dream” Flight three is aimed to “continue the conversation” and generate buzz even after the event. We’re looking to promote our crowdsourced video nationally with social media so that it becomes viral organically. October 26 - November 15 People taking the steps to making their dreams happen is a moment in history that AFI wants to cover. AFI will have award-winning anchorman and news show host, Anderson Cooper, not only cover the event, but host a video segment that will be released a week after. Additionally, winners that were selected to be interviewed by Anderson Cooper about their DreamBank experience will be included in this video. However, everyone’s experience at the event will be different, so Anderson Cooper can not do this alone. Photos and tweets submitted during the event with our designated hashtag will be used for crowdsourced coverage to supplement our event recap video with Alabama Shakes playing in the background. This video will highlight a range of emotions; excitement for the concert, wonder as consumers interact with the dream bank, and inspiration as they listen to the interviews. Crowdsourced Video Social Media Youtube: Our crowdsourced video will be published on our Youtube channel, and then pushed out on all national social channels. Twitter: AFI will re-tweet and promote some of the best received content with words to promote the upcoming video on their national pages. After the video is uploaded, AFI be push the link to encourage continuation of conversation about the big event by asking questions. Examples: What were some of the dreams they discovered? What’s the first step to get there? What was their favorite song played at the event? The #DreamATL hashtag will continue to be incorporated. Facebook: Along with posting the video link, AFI will publish photo albums from the AFI national Facebook account with pictures of the event and ask people to tag themselves. This will help kickstart the buzz about the DreamBank nationally. YouTube Pre Rolls Flight Three pre rolls will feature clips from the crowdsourced video from the event and will be targeted nationally towards the target market to help spread buzz about the event and to promote positive associations with AFI. 27
  • 30. Flight 3: Budget 28 Budget The main goal of Flight Three is to spread the crowdsourced video nationally. Therefore, online video encompassed 62 percent of the budget for Flight Three which consisted of Youtube pre roll ads to launch the spread of the crowdsourced video. Additionally, 25 percent of the budget for Flight Three will be used on social media to continue to fuel the video’s progress. Social Media 25% Online Video 62% Video Content 13% Media Cost Crowdsourced video $50,000 Promoted Post $50,000 Promoted Tweets $50,000 Youtube Prerolls $250,000 Total $400,000
  • 31. Flow Chart 29 Flight Flight 1 Flight 2 Flight 3 Media Description August September October November Social Media Facebook Twitter Instagram YouTube Blog Online Search Google Ad Words SEO DreamBank Event Social Media Activa- tion Promoted Tweets Promoted Posts Rich Media Mobile Banner Ads Online Banner Ads Microsite Video Content Inspirational Video Crowdsourced video Nontraditional Dream Machine Online Video YouTube Pre-Rolls Hulu Interactive Online Radio Spotify Pandora
  • 32. Uppercase Media recommends using a continuous schedule because the large budget allocated to the DreamBank will allow it to digitally rise above any ad clutter. The small break after Flight Two is scheduled because the grand opening is projected to cause a significant amount of buzz which will slow down after a week. Once the buzz begins to slow down, AFI will launch the third flight to help nationally spread the buzz. The overall budget of the campaign included allocating 35 percent of the budget in Flight One, 43 percent in Flight Two, 20 percent in Flight Three, and 2 percent in contingency. Flight One is focused on creating awareness of the DreamBank among citizens in Atlanta. Because of this, Flight One received the second highest portion of the budget so that awareness efforts could be successfully executed. Flight Two is centered around the contest and subsequent grand opening event. The majority of the overall budget was distributed during this flight in order to increase attendance at the grand opening. AFI will spend the least amount on Flight three because we believe that our heavy efforts in Flights One and Two will create a big enough impact to resonate with consumers for some time after the event. Flight three’s budget is primarily dedicated to increasing social media efforts in order to support the previously created “Grand Opening” buzz. The remaining 2 percent of the budget will be used in contingency to cover any problems that could arise from non-traditional media, video production and the grand opening event. Schedule 30 Budget Flights Cost Flight 1 $700,000 Flight 2 $870,000 Flight 3 $400,000 Contingency $30,000 Total $2,000,000 Flight 1 35% Flight 2 43% Flight 3 20% 2%
  • 33. 31 Final Thoughts Uppercase Media is confident that with the recommendations offered, DreamBank Atlanta will exceed the success of the Madison, WI Capitol Square location. By tapping into the increasingly digital age that Atlanta has adopted, American Family Insurance will build a positive connection with the community and use those touchpoints to enhance and assist the initiatives aimed to increase awareness of our national efforts that will begin just a few months after in 2014. The unity of these campaigns will increase awareness about American Family Insurance by 20 percent, increase website traffic by 50 percent, and generate 25 percent more leads.