FRESH EYES FRESH THINKING
MARCH 2023
About us
• Established in 2003
• Ideas that inspire and transform to generate commercial advantage
• Fully integrated service
Faith is a fully integrated agency
creative & design
media strategy, planning & buying
digital & interactive
social media strategy & management
brand strategy & planning
content creation & production
Our culture
INSIGHTS
RESPONSIVE accountable
extension of your marketing team
research tools QUALIFIED EXPERIENCE
disruptive innovative
Retail experience
Digital capabilities
app development SEO CRM integration digital display advertising analytics & measurement reporting social media development & management website development SEM custom video content development search engine marketing eDM pre-roll & in-stream video
Brand Characteristics & Essence
Faith have a range of proprietary tools which provide a base from which to build and describe the true essence of a brand and what makes it tick. Often brands already have this established, but often clients like to conduct an audit in conjunction with our creative team as a sanity check on the relative health of a brand and whether it holds a sustainable differentiation over its competitors.
attributes
These are the material, verifiable facts that relate to a brand. They are the statements that are tangible.
functional benefits values
This is what the brand offers its customers. It is tangible, rational and real.
brand essence
These are the distinctive values, beliefs and behaviours that a brand displays in terms of the way it operates.
emotional benefits
This describes how our customers feel about us. It describes the feeling and perceptions that customers should have towards the brand.
Strategy development
Scoping & nomination of objectives
Review existing research & target audience profiles
Development of brand essence & key insights
Development of stimulus material
Focus group research
CREATIVE STRATEGY
Current belief Desired belief
Ambient/ below the line opportunities. Partner opportunities.
Refinement of propositions
Creative development
Current action
Proposition Support
Desired action
Path to purchase
AWARENESS CONSIDER OPTIONS (Research) PURCHASE CONVERSION CUSTOMER RETENTION ADVOCACY FB Ads Catalogues Website Contact Us Stockist Locator Stockist Search Facebook Community Social Networks Referrals / WOM Blogs / Forums / Reviews Testimonials Promotions Blogs Customer EDMs Customer Service Forums & Reviews Remarketing to site visitors SEM Product Clips/ YouTube Online Ads Print TV InStore Instagram LinkedIn Word of Mouth Email Marketing CRM
Our work
Chemart TVC Information Booklets Keeping you healthy. 01 Blood Pressure - What’s normal? POS Poster Catalogues 2009 Calendar
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Media - Tools, Research & Insights
Media & Product Consumption Morgan Asteroid
Radio L&J eRAM
Outdoor MOVE coverage & planning system
Digital Nielsen Answers (ratings) Google Ads & Analytics
SEMrush SEO, PPC analytics
Print emma & morgan readership
Television eTAM Analyzer / Schedulizer / MaximizerMediawise
Tango system
Business IBIS Industry Studies
Clicky.com Analytics (heatmaps & IP tracking)
Methodology for Developing a Media Plan
• Our philosophy is to understand our client’s business, their goals and the environment they operate in.
• We focus on becoming an extension of our client’s marketing team, aiming to go beyond the simple delivery of reach and frequency and create measurable business value.
• Media Brief
• Objectives (Marketing, Communcation, Media)
• Identification of Research & Tools
• Communicate Recommendations
• Provde Rationale on Channel Mix
Communicate
1 4
Assess Key Drivers
Understand Plan
2 3
• Target Audience
• Media Marketplace Assessment
• Creative Messaging Requirements
• Strategies & Tactics
• Allocate & Optimize
• Evaluate Tradeoffs
• Address Contingencies
Following a review of all existing research, data and industry trends, Faith employs the above model in developing a media plan:
Faith media
Faith’s media buying methodology focuses on not only achieving the best possible discount levels but also the added value that is negotiated as part of the buy. This approach takes Faith’s buying strategy beyond the one-dimensional approach of cost alone, to ensure we maximise every dollar spent and uncover opportunities that offer greater value in the context of the wider media strategy.
• Faith operates in the boutique agency space allowing us to ‘fly under the radar’ of contracted rate positions larger agencies are bound to
• The Faith team consists of senior media buyers who are skilled negotiators, have the ability to play the market and the knowledge of how to attain the best deal for our clients.
Approach & Methodology for Buying Media
Agency Ceiling
Client Negotiations Buy Negotiations
Better a senior Negotiator in a small agency, than a junior buyer in a larger agency.
End of campaign reporting
At Faith, in-campaign monitoring, optimisations & recommendations and end of campaign reports are considered critical to delivering an effective media campaign.
In order to demonstrate ROI, Faith follows this process:
Align Campaign Goals (KPI’s) with Media Metrics (TARPs, R&F, Clicks, CTR’s)
Assign Values to KPI’s to measure ROI
Google Analytics Access
Pre-campaign analytics to gauge current performance Set up goals to track campaign
Create tracking codes
Campaign Launch
Daily campaign check-in for first week
Optimisations/Recommendations made
Final report collated post campaign
Our clients
How we make a difference
• Well credentialed capabilities in brand, FMCG, automotive and retail communications
• Creative development that is targeted and strategic
• Outcome / conversion driven –focused on revenue and share growth
• Holistic strategies from personal selling through to online / offline integration
• An extension of your marketing team
Thank you thefaithagency.com.au 167- 169 B uck hurst Str eet, South Melbour ne V ic tor ia 3205 T 03 86 46 0100 E admint@thefaithagency.com.au