Schifino Lee presented a proposal and budget for a 10 month integrated marketing campaign for Keycode. The presentation included introductions, capabilities, creative samples, a competitive overview, proposed creative platform, media strategies, and a $760,000 budget. The budget allocated funds toward production, agency services, social media management, and media spending for test markets and national launch. Next steps proposed engaging Schifino Lee, setting a kickoff meeting, commencing research/planning, developing a production timeline, measuring/refining test phases, and launching national ads.

1. Keycode
March 1, 2013

2. agenda
• Introductions of Key Account Team
• Capabilities
• Creative Samples
• Keycode Competitive Overview
• Creative Platform
• Media
• Budget Proposal
• Next Steps

3. Paola Schifino - Principal

4. Ben Lee - Principal

5. Nordin Benhalima – VP/Media Director

6. Evan Brownstein – Chief Creative Officer

7. Roxie Clements – VP/Account Planning

8. Amanda Koenn – Sr. Account Executive & Social Media Manager

9. Josh St. Aubin – Director of Digital Innovation

10. who we are

11. Advertising
Broadcast Television
Broadcast Radio
Digital Advertising
In-Store
Direct Mail
Outdoor
Trade Shows
Experiential
Print Media
Webisodes
Digital Media
Websites
Apps
In-Store
Landing Pages
Web Banners
eBlasts/PURLs
E-Newsletters
Mobile Apps
SEM/SEO
Social Media +
Public Relations
Content Creation
Community Creation
Word of Mouth
Media Publicity
Public Relations
Feature Stories
Press Releases
Event Planning
Press Kits
Media Planning +
Buying
Integrated
Communications Planning
Research + Analysis
Negotiation/Value Added
Placement + Trafficking
Performance Reporting
Traditional & e-Strategies
Mobile Advertising
Branding
Research/Planning
Brand Positioning
Messaging Strategy
Corporate Identity
Logo, Tagline
Graphic Look & Feel
Branding Guidelines
what we do

12. schifino lee core competencies:
 strategic branding and messaging
 insightful and memorable creativity
 understanding of interactive and digital media
 integrated communications plans that drive ROI
what we do best

13. who we do it for

14. our branding philosophy
listen immerse create activate measure
 discovery
 research
 analysis
 insights
 ideation
 production
 touch
 engage
 metrics
 improve
how we do it

15. creative samples

17. GOALS
• increase positive perception & awareness of LFF
• turn a parity product into a must-have product
• drive traffic, increase memberships and improve close-ratio
ACTIONS
• undertook qualitative & quantitative research
• competitive analysis
• discovered strategic insights
• created new brand campaign
• suggested operational changes
• fine-tuned media selection (shift from print to broadcast & online)
Goals & Actions

28. Year 1
• LFF was 20% over goal during its most important selling period of the year
(40% swing in first month)
• Sales team adopted and internalized brand promise which improved morale
• helped shift from hard sale to needs–based sales tactics
• 3% increase in close ratios with new materials, strategic insights and
operational tweaks
Year 2
• 105% of goal in a down market
Results

30. Schifino Lee led research to determine highest potential value customer
segments, benchmark Alessi brand awareness, and gain insight to increase
awareness, as well as predisposition.
Based on these insights, we developed a brand position and created
marketing communications to reach the desired consumer.
In only 3 months, awareness has increased, engagement has deepened, sales
have grown, and distribution channels have opened.
brand story

31. new product labels

32. :30 TV spot
:30 radio spot

33. • Online banner ads
• Microsite
Microsite
Social Media Facebook Contest

34. Online Coupon
In store Coupon

36. website

37. stationery
LinkedIn banner
eBlast

39. Print Campaign

40. :30 TV spot

41. competitive landscape

43. web site observations
 Featured/new/expiring coupons
 Links to social media outlets
 E-mail sign-up
 Featured stores
 Contests
 Search option
 Coupon categories
 Membership – Sign up/Login
 About Us
 Blog

44. social media presence
5,462 likes
3,794 followers

45. competitors
Blog TV Facebook
(likes)
Twitter
(followers)
2.3 million 149k
159k 14,124
1.4 million 26,605
742k 162k

46. Tagline: Score the Savings You Want
Colors: Red, White, and Purple
Location: Austin, TX
Overview:
• Largest online coupon site in the United States
• Leading destination for collaborative online coupon, deal and promotional code
hunting and sharing
• Owned by WhaleShark Media, Inc.
• Mission statement: Help consumers save money while enjoying a hassle-free
shopping experience
• Key positioning words: Leading, quality deals, help, save, hassle free

47. website
 Featured/new/expiring coupons
 Links to social media outlets
 E-mail sign-up
 Featured stores
 Contests
 Search option
 Coupon categories
 Membership – Sign up/Login
 About Us
 Blog
Other:
“How to Use Coupons” tutorial
Submit a coupon not listed

48. social media presence
2.3 million likes
149k followers
Always uses funny images with their
promotional updates
Constant promotional updates
2,680 followers
658 subscribers

49. advertising
• Commercials
• App promotion
• Saving money/coupon tutorials

50. blog
• “The Real Deal”
• Links to social media
outlets
• Search blog option
• About Us
• Meet the Bloggers
• Health & Beauty tips
• Popular culture news
• Parenting & family
• How to Save

51. Tagline: Save Money. Be Happy.
Colors: Red, gray, white
Founded: 2007
Location:  Santa Monica, CA
Overview:
• Mission: To offer consumers the straightest, simplest road to the best
deals online.
• Savings come straight from the source – many deals are exclusive
• Key positioning words – Helps, best, exclusive, high quality, reliable

52. website
 Featured/new/expiring coupons
 Links to social media outlets
 E-mail sign-up
 Featured stores
 Contests
 Search option
 Coupon categories
 Membership – Sign up/Login
 About Us
 Blog
Other:
“Staff Picks” coupons
Couponing classes

53. social media presence
159k likes
14,124 followers
252 followers
114 subscribers

54. advertising
Commercial
Coupon tips
How to save tutorials

55. blog
• Daily postings
• Popular culture news
• Money saving tips
• E-mail subscription option
• Category selection
• Social media share options

56. Tagline: N/A
Colors: Green, Yellow and Navy
Founded: 2003
Location: Indiana
Overview:
• Daily features include more than 3,000+ online stores to search through and offers more
than 100,000 coupons and deals for consumers
• Updated 3 times a day
• Average Coupon Cabin shopper spends 80 seconds on the site and saves $19 per
order
• Key positioning words: Best deals, exclusive, one-stop-shop

57. website
 Featured/new/expiring coupons
 Links to social media outlets
 E-mail sign-up
 Featured stores
 Contests
 Search option
 Coupon categories
 Membership – Sign up/Login
 About Us
 Blog

58. social media presence
1.4 million likes
26,605 followers
2,092 followers

59. blog
• E-mail sign up
• Expert Tips
• Meet Our Bloggers
• Press Releases
• Daily postings
• “What do you think of
posting” ratings
• Social media share options

60. Tagline: Your One-Stop Shop for Savings
Colors: Green, Blue, Orange, Red and White
Founded: 1998
Location: Mountain View, CA
Overview:
• Mission: To provide coupons everywhere a brand has the opportunity to interact with a
consumer across the digital domain
• A Leading site for consumer packaged goods
• 42nd largest website in the U.S. (Nielsen, March 2012)
• Key positioning words: Leader, largest, driving force

61. web site observations
 Featured/new/expiring coupons
 Links to social media outlets
 E-mail sign-up
 Featured stores
 Contests
 Search option
 Coupon categories
 Membership – Sign up/Login
 About Us
 Blog
Other:
Offer of the Week
Heavy advertising
website

62. social media presence
742k likes
162,642 followers
5,868 followers

63. advertising
• Commercials

64. blog presence
• “Your One-Stop Shop for
Savings”
• Coupons 101 page – tips for
saving money
• About Coupons.com page
• Links to social media
• Frequent postings
• Blog categories

65. creative platform

66. strategic brand positioning
Brand Attributes: Identify and communicate the key words that make the Keycode
brand unique and special to your target audience.
Value Proposition: The value proposition is a clear statement of the concrete results a
person will get from using Keycode.
Brand Promise: The brand promise is not a statement of purpose; but a promise made
to the customer. Whereas a mission statement focuses on what you are, a brand
promise focuses on what you offer in a way that matters to your customers.
Brand Positioning Statement: The brand positioning statement is a succinct description
of the core target audience to whom a brand is directed, and a compelling picture of
how you want them to view the Keycode brand.

67. • Creative Strategy: Develop overall creative theme for Keycode.com
• Discovery:
o competitive review
o interviews – executives and customers
o review of existing materials, design profiles and best practices (as provided by client)
o identify and establish the messaging goals
o define the branding campaign’s measurements of success
• Strategic Brand Positioning and Messaging
o brand attributes
o value proposition
o brand promise
o brand positioning statement
Keycode creative platform

68. • Overall Creative Theme and Visual References
o Creative expression of brand promise
o Theme line (if appropriate)
o Core messaging
o Design graphics
o Color palette
o Fonts and typography
o Visual images
• Creative Concepts for Campaign
o Minimum of 2 creative concepts for campaign
o Client Feedback and modification of selected concept (1 Round of changes)
o Presentation of selected creative
• Final Production Artwork:
o Digital files
o Collection of materials and delivery to vendor
o Production Management
Keycode creative platform

69. media

70. media research
• Scarborough Research (Local Demographics, Media Habits, Lifestyle, Shopping Patterns)
• Nielsen (TV Ratings)
• Arbitron (Radio Ratings)
• TNS Media Intelligence (Competitive Data)
• Snapshots (Local Market Information)
• Industry Reports
• SRDS (Media Data Resource)
• MRI
• Simmons
media buying software
• SmartPlus (Broadcast)
• PrintPlus (Print)
media resources

71. - Research, Develop Plan for Approval
- 2-3
rounds, CPP, CPM,
GRP, Added Value
- Placement &
Vendor Relations
- Confirm sizes and specs
deliver ads to media vendors
- Completion reports
positioning, tear sheets, make-
goods, etc…
- Confirm costs & rates,
One invoice
- Calculate Results, Make
Necessary Adjustments
media planning & buying process

72. Preliminary Media Strategies
Local Broadcast Spot TV – Test Markets TBD
National Cable TV – (on Direct TV or Dish Network)
Digital ads – Display ad via an Ad Network
Facebook Ads – Sponsored Stories & Promoted Posts
Outdoor – Mall panels and/or kiosks
Radio – Pandora
key code – media approach

73. schifino lee proposal

74. budget proposal
10 Month Campaign Budget (March – December)
Production: $50-105,000
– (1) High production value TV spot
– (5) Banner ads
– (1) Radio spots
Agency Services: $80,000
– Agency Services: Strategic Planning, Creative Services, Copywriting,
Art Direction, Production Supervision
– Strategic media plan: 3 test markets and national launch
Social Media Management: $ 30,000
– Strategic SM Plan, Schedule
– Content Development, Creative Services and Ongoing Management
Media (2 month test $100k; launch $500k): $600,000
– TV (test and launch markets)
– Radio (test and launch markets
– Online banner ads
– Social Media (Paid FB)

75. next steps

76. steps to success
• Engage Schifino Lee
• Set Kick-Off Discovery Meeting
• Commence Media Research and Planning
• Develop Production Timeline to meet Test Phase deadline
• Measure and Refine
• Launch National Ads

77. be unstoppable.
thank you!
Schifino Lee
Paola Schifino
511 W. Bay Street
Tampa, FL 33606
813.258.5858
www.schifinolee.com