Taubman / Facebook Medi
or Taubman, we’ve outlined the following two objectives for the acebook media fan acquisition campaign:
• Build awareness of the Facebook pages for the four test center • Beverly Center • Twelve Oaks Mall • Partridge Creek • Dolphin Mall • Drive fan acquisition by promoting special offers, events, sales,
within the ad units
o meet these goals and to align with the overall content strategy, w commend executing: •
Self-managed CPC campaign, to be managed directly through Facebook by Studiocom
•
Utilize Facebook Geo and Behavioral targeting options to maxi relevancy and efficiency
•
Drive fan acquisition with Facebook “Like” Ads
•
Set budget-allocation for each center with option to optimize s as the campaign matures
acebook allows for customized Geo, demographic, and behavioral rgeting. These capabilities will enable us to ensure that our messag elivered to the targets we have identified in the most efficient and levant manner for fan acquisition for these four Taubman properties
Geo-Targeting A 25- or 50mile radius of he mall’s city
Demographic Women 18 and over
Behavioral Mall type
o align our targeting options with creative we are recommending th llowing: •
Two creative concepts for each center • One Geo focused and one Behavioral focused
•
The Behavioral concept will be tailored to the desired Taubman center target, i.e. Beverly Center will skew towards affluence w Dolphin Mall will lean towards value
•
The Geo concept will focus on max reach in proximity to the ce location
e recommend using Facebook’s “Like” Ads to meet our objectives hese ads have a standard title, customizable text and image while a cluding calls-to-action to “Like” the Page and tell the user which of ends also “Like” the page.
• The content of the these ads will focus on current marketing eve at the test centers with the goal to: • Drive traffic to the Center Facebook page • In-center visits • Relate to the larger content strategy
Estimated Reach
Estimated CPC
Estimated Clicks
Geo-Target
Behavioral
enter
Los Angeles
Affluence
700,000
$0.75
8,500
Creek
Clinton Township
Outdoor
590,000
$0.90
7,000
all
Miami
Value
675,000
$0.85
7,250
Novi
Family
670,000
$0.85
7,250
2,635,000
$0.83
30,000
aks Mall
Estimated
$
Taubman to approve media recommendation on 12/12
Studiocom to develop and present creative for ads on 12/15
Taubman to approve copy and icons, two creative concepts center, on 12/16
Studiocom to execute buy according to plan, with approved creative, on 12/19 to run until 1/15
Studiocom to deliver mid-campaign and final reports on me buy
Thank yo