Media Strategy Spring 2016
M
yriad
edia
Table of Contents Agency Credentials 1 Executive Summary 2 Campaign Scope 3 SWOT/Brand Profile 4 Competitve Profile 5 Target Market 6 Geographic Profile 7 Media Vision 8 Media Objective 9 Message Matrix 10 Build the Story 11 Peak Season 12 Lead Conversions 13 Continuous 14-15 Media Menu 16 Budget Breakdown 17 Budget 18 Flowchart 19 Call to Action 20
M
yriad
edia
Agency Credentials
M
yriad
edia
A high-octane digital strategy boutique located in the heart of downtown Austin, Texas—Myriad Media helps clients navigate the digital sea of possibilities by providing data-driven insights and crafting campaigns that meet measurable objectives. In todayʼs ever-evolving digital landscape, there are a MYRIAD of opportunities and vehicles that can connect brands to consumers. This overabundance of choice makes it difficult for brands to determine where, when and how messaging should be delivered to an audience. Our specialized team at Myriad Media works tirelessly to mitigate this overwhelming undertaking by providing innovative solutions.
1
Ashlynne Youngblood
Ceilia Gutentag
Bret Bardeli
Will Seitz
Kaitlin Dorey
Tabetha Loter
Executive Summary MarketAlert has not only crafted the most accurate and trusted market forecasting tools for todayʼs mortgage professionals, but has completely redefined the way in which MBS price predictions and instant consumer buying power data can be implemented in an industry professionalʼs business. The software is sophisticated and simple to use and is a necessary business utility. MarketAlertʼs TrueCast Suite of tools is the key to differentiating mortgage experts from their competitors. The mission of this digital campaign is to gain 1,000 additional subscribers by portraying MarketAlert and Larry Baer as the most trusted and reliable source for this type of information as well as securing subscribersʼ confidence in their purchase decision. MarketAlert serves a specific clientele. These individuals directly work with homebuyers, continually keep up-to-date with the housing market and understand that technology is an asset for conducting business. Those who work in this competitive industry, however, experience a high turnover rate. Mortgage originators can be extremely hard to reach due to their irregular working style. Based on this, Myriad Media has identified the bosses at mortgage brokerage firms as our target audience. These bosses are committed to this business and have a much lower turnover rate than regular employees. They are ultimately the purchase decision makers. Our media investments will be aimed at speaking with these executives due to their decision making power. The key locations in which the target will be spoken to are based on four defining elements: current and projected housing growth, volume of mortgage brokerage firms and first-time homebuyer power. These variables pinpoint the areas where there will be a need for MarketAlert. The locations are separated into three distinct tiers depending on trade area expansion preference and desired budget spend. To best speak to these bosses, Myriad Media will utilize a pulsed phase plan that will transition the target market from upper funnel awareness to lower funnel buyers. The campaign will kick off on April 1st, 2016, with a flight solely dedicated to building both Larry Baer and MarketAlertʼs brand image with strong digital awareness tactics. Message and channel testing will also be implemented in the first two weeks of the campaign to make sure the budget is most efficiently used and our digital strategy is most effective. The type of media used to attain 50% brand awareness with the target market will revolve around social strategy and a physical presence of Larry at mortgage brokerage conferences. Following the first phase, MarketAlert will move bosses down the funnel by creating digital opportunities for them to research the brand and its services. In this second phase, the mortgage lending business is booming due to a peak in the home buying season. MarketAlert will capitalize on the industry seasonality by reminding the target that this service is a necessity in order to stay competitive. Media will be loud during this phase and will captivate the target market by directly interacting with them in their daily lives, both at work and outside the office on their trusted online platforms such as trade journals and podcasts where re-targeting ads will be executed. Expanding the trade area and attaining top-of-mind consideration will be achieved in this phase. Transitioning leads into subscribers is the over-arching goal of the Phase 3. The target market is in the stage of making the purchase decision and it is the final call to influence that decision. MarketAlert will directly reach out to all the leads via LinkedIn InMail and reminding them this is the time to buy. Personal selling through digital seminars will also be key to turning leads into actual buyers. Subscriptions will begin to consistently increase in this phase. Throughout the campaign, MarketAlert will continuously utilize social media channels to stay connect to the target market and create a sense of brand credibility. SEO and SEM tactics will also be employed to ensure the brandʼs online presence is strengthened. Myriad Mediaʼs strategy will stay true to MarketAlertʼs essence while successfully positioning the brand as trusting and reliable. The unique media recommendations are thorough compositions that are planned based on measurable objectives. This campaign is dedicated to connecting MarketAlert with the correct target market in prime geographic areas and inspires them to confidently subscribe to the service.
M 2
yriad
edia
Campaign Scope
Launched by Larry Baer in 1992, MarketAlert is a mortgage market forecasting service that provides insights for mortgage brokers. Launched in 2014, The TrueCast™ Suite of products is the first of its kind. This system is based on a proprietary prediction algorithm that Larry Baer built with his 20+ years of experience in the market forecasting business. In the commoditized market of brokers today, MarketAlert provides its clients with cutting-edge technology that gives them a concrete advantage over their competitors. What started as a small Texas-based company now serves thousands of mortgage professionals all over the country and it hopes to keep doing so while expanding its client reach. In a market where advisory tools are available with very little differentiation, MarketAlert can set itself above the rest with its reliable product. With a rigorously and carefully planned campaign that will target bosses at small to midsize mortgage brokerage firms, Myriad Media will increase brand awareness by 50% in the target market and position MarketAlert as a reliable guide in market forecasting.
We will allocate the Tier 1 budget of $54,299 to various media platforms and efforts and we have meticulously added a Tier 2 budget of $42,032 to guarantee the m aximum ROI from our campaign. All efforts will both solidify existing digital channels and create new ones and further establish MarketAlert and LarryĘźs digital presence by increasing online research of the brand by 40%. Myriad Media will focus on geo-targeted markets throughout the U.S. by using four polished variables. These carefully selected variables will guarantee reaching the selected markets and will help MarketAlert gain 60% of the new subscribers from states outside of Texas. Our ultimate goal is to increase the subscription base by 1,000 new subscribers by the end of the campaign and establish MarketAlert as the #1 MBS forecasting service.
M 3
yriad
edia
Situation Analysis
Brand Profile Larry Baer developed MarketAlert in 1992, and by utilizing his immense experience in the mortgage loan market, Larry and his team were able to create an online service that aides professionals by forecasting the current and predicted home loan rates. Due to its online nature, this service is available to anyone in the United States, but its specific functions make it a niche product that only benefits a select group of individuals. Despite the differences between the TrueCast MBS and TrueCast Outlook functions of MarketAlert, both appeal to the target market. The prediction nature of TrueCast MBS is useful for bosses looking to differentiate their mortgage firms over competitors because this tool ensures they have both the most accurate and the most trustworthy information. Because they are implementing this feature to their entire mortgage broker team, the boss can have peace of mind that his team members will have more reliable information than a competing firm. TrueCast Outlook, on the other hand, appeals to the target because it ensures that the brokers are communicating this MBS data in a digestible format to the homebuyer. Because of this feature, homebuyers can more clearly understand the market and act now.
Another aspect of MarketAlert that deserves explanation is the nature of the product category that this service is in. The business-to-business (B2B) market requires personal touch and an in-depth conversation with the audience. Essentially, it is all about trust. The targets in a B2B market have more at stake when making a purchase decision and will conduct more thorough research before adoption. Those who have found, researched and adopted MarketAlert are satisfied with their purchase. However, the vast majority of the mortgage loan industry is less knowledgeable about the serviceʼs benefits. MarketAlert and Larry are inextricably linked, and both have a weaker online presence relative to major competitors. Ultimately, this has hindered widespread usage of this service and has limited its usage on a national scale. Strengths
Weaknesses
Opportunities
Threats
- Pioneer of price and time predictions in the MBS market - Over 20 years of market forecasting experience - Intuitive user interface with a “one stop shop” homepage - TruCast Outlookʼs “Buying Power Impact” feature to easily share data with homebuyers in a digestible way - Four levels of prediction: lock, danger, float and profit
- Daily video blog explantionallows client to put a face to the name behind the product - Extension wearable platforms, allowing users to always have access - Shareability through social media, an even more consumer-friendly platform - Securing longevity of MarketAlert by targeting the management at mortgage brokerage firms who decide the software used by the employees
http://www.mktalert.com/truecast-mbs-forecasting/ http://www.mktalert.com/truecast-mbs-forecasting/ http://www.mktalert.com/truecast-outlook/ https://www.facebook.com/MBSHighway/?fref=ts https://www.b2binternational.com/publications/b2b-marketing/
- Lack of Larry Baerʼs visibility and story online - Lack of support center or online chat service - More expensive than other services - Weak SEO results, especially compared to competition
- MBS Highwayʼs “TrendTRACKR” similarity to MarketAlert - Tech-centric services like Rocket Mortgage from Quicken Loans - Less expensive MBS services such as Mortgage News Daily - Current MarketAlert usersʼ resistance to change - High annual mortgage broker turnover (43%)
M 4
yriad
edia
Competitve Profile 1. MBS Highway MBS Highway was created by Barry Habib and is the strongest competitor because of its similarities to MarketAlert. MBS Highway focuses on Habib as the “originator of the market advisory service” by offering Daily Market Videos and a page for his insights into the market. Similar to MarketAlert, MBS Highway provides a candlestick chart for visualizing the current MBS market, as well as TrendTRAKR, which gauges where interest rates are headed up to 90 days in the future. The Social Share feature allows users to send MBS data to others in a digestible format, much like TruCast Outlook. MBS Highway advises users on when to lock and float. Subscribers can use this service for $59.95 per month.
2. MBS Live
4. MBS Quoteline
MBS Live, created by Mortgage News Daily, is a popular and trusted source in the mortgage industry. For a slightly cheaper price than MarketAlert and MBS Highway, subscribers can live stream treasury prices and maturity specific yields, as well as receive updates from analysts throughout the day. In addition to these updates, users can interact in a live market discussion chat with analysts and industry peers. While this service does not predict where the market will go, it does indicate the general direction of the market with either red or green flashing indicators.
MBS Quoteline streams real-time market information and shares the dayʼs top MBS-related stories. This service also offers real-time analysis to help guide users in todayʼs market trends. A unique feature of MBS Quoteline is their economic calendar that show important market events not only from the current month, but also three months out. Quoteline also provides a “Week in Review” newsletter to all subscribers that summarized the most important highlights from the past week.
3. RateWatch RateWatch serves users on the go as a completely mobile MBS application. Users can “always be experts” because of the ease of using this service on mobile devices and the Apple Watch. Subscribers have access to real-time MBS market insights and the ability to share the information with others. Similar to MarketAlert, RateWatch uses a candlestick chart to display historical and current market data. This application aims to serve professionals and home buyers alike.
https://mbshighway.com/ http://www.mortgagenewsdaily.com/mbslive/ https://www.rate-watch.com/ http://www.mbsquoteline.com/index.php?sess_id=673fc3d2cb5da2cf5ec4b531cffc643f http://mbspros.com/
5. MBS Pros MBS Pros provides live data to its users, and emphasizes a range of devices. For only $15 a month, MBS Pros is an affordable and easy way for users to learn about the current MBS market. By looking at live changes in both Fannie Mae and Ginnie Mae MBS, subscribers have access to intra-day re-prices.
M 5
yriad
edia
Target Market
The bosses at small to midsize mortgage brokerage firms located in growing housing markets where first-time homebuyers are increasing. The bosses at mortgage brokerage firms possess the most power and influence over the decisions that are made for the firm. They are senior level executives who assess overall business and technology strategy and own the final say in what products or services that are purchased for the firm. They stay up-to-date with the latest business trends and consistently track the housing market through localized business journals. Their presence on LinkedIn is also a valuable resource for them to access news and a way of connecting with others brokers, lenders and real estate agents. This target始s focus is making sure the firm is being run as efficiently as possible and that they are gaining business through referrals from homebuyers. They want to understand who their homebuyers are and their needs. Ultimately, the bosses始 purchase decisions are likely to be driven by their buyers. The largest group of recent buyers was the Millennial generation, those 34 and younger, which composed 32% of all buyers and 68% of first-time homebuyers. They are estimated to bring approximately $2 trillion to the real estate market in the next five years. Bosses are beginning to realize technology is quickly becoming the key differentiator among mortgage providers, as consumer buying habits continue to shift. As the number of millennial homebuyers continues to rise, brokerage bosses must be ready to meet their expectations. They are concerned with keeping up with big banks and providing competitive services to homebuyers through cutting edge technology. Sustaining a reputation as a firm that provides superior service and is a trusted sources for mortgage lending is always a continual objective for the bosses. They work at successful firms located in metropolitan areas where the housing markets are thriving and seek to take advantage of liquidity during peak buying periods. The home buying process is more than a job to them- their passion is making consumers始 dreams of homeownership a reality. Lower level brokers will not be considered for our targeting scheme mainly because they do not influence purchase decisions within the firm and their positions experience an extremely high turnover rate making them more difficult to reach.
http://d.sourcemedia.com/tmg_mkit_web?rmv=612138&email={{lead.Email%20Address}}&ut=43883&mkt_tok=3RkMMJWWfF9wsRons63BdO%2FhmjTEU5z 17%2BgrXaexhJ941El3fuXBP2XqjvpVQcBjNrnNRw8FHZNpywVWM8TIKdUVt9BpPgznCW8%3D http://www.mortgagemaster.com/2015/08/12/the-millennials-are-coming http://www.realtor.org/research-and-statistics/research-reports http://mortgageorb.com/online/issues/SME1508_1509/FEAT_05_Empowering-Bro kers-With-Industry-Changing-Technology.html
M 6
yriad
edia
I]Og<dPQE +g]NQYI 0PI [<jQ][<Y hE]dI ]N jPI E<Zd<QO[ Qh D<hIG ][ jPI N]kg Z]hj QZd]gj<[j OI]Â&#x;j<gOIjIG p<gQ<DYIh jP<j qQYY GIjIgZQ[I jPI hkEEIhh ]N gI<EPQ[O jPI D]hhIh ]N Dg]XIg<OI NQgZhÂ? 0PI hj<jIh Q[ qPQEP <YY N]kg p<gQ<DYIh ]pIgY<d EgI<jI jPI DIhjÂ&#x;hkQjIG dQ[d]Q[jh N]g jPQh E<Zd<QO[Â? 0PI NQghj IYIZI[j j] E][hQGIg Qh jPI Y]E<jQ][h qQjP jPI Z]hj Dg]XIg<OI NQgZhÂ? 0PQh Q[GQE<jIh jPI <Z]k[j ]N gI<EP jPI E<Zd<QO[ qQYY IrdIgQI[EIÂ? 0PI NQgZh <Yh] Y]E<jIG Q[ <gI<h qPIgI jPI P]khQ[O Z<gXIj Qh EkggI[jYs Og]qQ[O <[G IrdIEjIG j] Og]q Qh jPI [Irj OI]Og<dPQE Q[GQE<j]gÂ? g]qQ[O P]khQ[O Z<gXIjh EgI<jI < [IIG N]g Z]gjO<OI Dg]XIgh <[G QZd<Ejh jPI ]pIg<YY YI[GQ[O <[G gI<Y Ihj<jI DkhQ[IhhÂ? 0PI Y<hj N<Ej]g j] j<XI Q[j] E][hQGIg<jQ][ Qh jPI P]ZIDksIgh jP<j <gI Q[NYkI[EQ[O jPI Z]gjO<OI DkhQ[IhhÂ? QghjÂ&#x;jQZI P]ZIDksIgh <OIG Ă&#x192;Ă&#x2020;Â&#x;Ă&#x201E;Ă&#x2026; <gI NgIfkI[jYs E][hkYjQ[O jPIhI Dg]XIgh jPIgIN]gI <gI<h qPIgI jPIhI E][hkZIg <gI DksQ[O Qh dIgjQ[I[j j] jPI OI]Â&#x;j<gOIjQ[O hEPIZIÂ? EkggI[j P]khQ[O Og]qjP [kZDIg ]N Dg]XIg<OI NQgZh
Ă&#x161; d]dkY<jQ][ <OIG Ă&#x192;Ă&#x2020;Â&#x;Ă&#x201E;Ă&#x2026; dg]WIEjIG P]khQ[O N]gIE<hj
Texas
Utah
Colorado
California Washington
0QIg Ă&#x201A; ]k[jQIhÂ? 08Â? ]YYQ[Â? <YY<hÂ? I[j][Â? 7QYYQ<Zh][Â? 0g<pQhÂ? !][jO]ZIgsÂ? <ggQhÂ? ]gj I[GÂ? Ir<gÂ? Y +<h] 0QIg Ă&#x192; ]k[jQIhÂ? 0QIg Ă&#x201E; ]k[jQIhÂ? 08Â? Ir<gÂ? <YY<hÂ? I[j][Â? 0g<pQh $Â? g<d<P]IÂ? Y +<h]Â? <gQZIgÂ? ]kYGIgÂ? 08Â? 0g<pQh $Â? g<d<P]IÂ? Y +<h]Â? <gQZIgÂ? 10Â? /<Yj <XI ]k[js INNIgh][Â? ]kOY<h ]kYGIgÂ? INNIgh][Â? ]kOY<h 10Â? /<Yj <XI ]k[jsÂ? 1j<P ]k[js $Â? g<d<P]IÂ? Y +<h]Â? 10Â? /<Yj <XI ]k[jsÂ? 1j<P ]k[js Â? ]h [OIYIhÂ? $g<[OI ]k[jsÂ? /<[ QIO]Â? Â? Y<ZIG<Â? /<[ g<[EQhE]Â? /<[j< Y<g< <gQZIgÂ? ]kYGIgÂ? Y<ZIG<Â? /<[ g<[EQhE]Â? /<[j< Y<g< INNIgh][Â? ]kOY<h 7 Â? Q[OÂ? +QIgEI http://geographicresearch.com/simplymap/ http://www.realtor.org/news-releases/2015/03/nar-generational-survey-millennials-lead-all-buyers-most-likely-to-use-real-estate-agent
7
Media Vision
Inspiring Confidence Our media vision will seamlessly guide our entire campaign by ensuring that MarketAlert is “the most accurate and trusted market forecasting and advisory service for todayʼs mortgage professionals.” Our objective is not to simply ensure that MarketAlert is the main provider of forecasting tools to industry clients, but to guarantee that MarketAlert is seen as a trusted guide in an industry where no one trusts each other. By building MarketAlertʼs digital platforms and creating strategic touchpoints, we will provide new channels to establish relationships and deepen client engagement while making sure that we are constantly digitally present. Whether the clients are pre-2008 crisis brokers or post-2008 crisis lenders, we will make sure that MarketAlert reaches and inspires them to use its polished tools confidently.
M 8
yriad
edia
Media Objectives 1. Increase ROI – Increase subscription base by 1,000 by the end of the campaign.
The primary objective is to deliver return on investment by creating interest that leads to consideration and ends in purchase of MarketAlert. Increasing preference for MarketAlert over competing products from 10% to 25% is a secondary objective in order to experience long term ROI in the future. All media investments are made to drive the target market to eventually purchase a subscription to MarketAlert.
2.
Tell Larryʼs Story – Increase firm bosses’ awareness of Larry by 50%
Before customers begin subscribing, they not only have to know about MarketAlert, but also have to know about Larry himself. Awareness will be achieved by building social media platforms utilized by the target and by Larry becoming more engaged in the mortgage broker community. Larryʼs online presence and direct involvement with the target market will be crucial in crafting a more familiar and popular reputation. Metric: Awareness will be measured by social media analytics as well as attendance rates during Larryʼs tour.
3. Expand Trade Area – Gain 60% of the new subscriber base from states outside of Texas In order to provide long-term success for MarketAlert, three different tiers of geographic areas will be considered for the campaign. While continuing to focus on Texas, MarketAlert will also begin infiltrating the Colorado, Utah, California, and Washington markets. By expanding to such a large national stage, it shows both consumers and competitors that MarketAlert is the strongest service of its kind. Metric: Non-Texas subscribers will be measured by comparing the raw amount of gains to Texas subscribers on a quarterly basis.
4. Initiate Engagement – Increase further online research of the brand by 40% Once MarketAlert and Larryʼs story is shared across social media platforms and around the country, MarketAlert has the opportunity to follow up with potential buyers and prompt them to look further into the service. Individual research is critical because it is the step between consideration and purchase. Social platforms, along with various narrowly targeted digital ads, will expand consumersʼ curiosity by encouraging them to seek out MarketAlert and to strongly consider becoming new subscribers. Metric: Further research will be measured by tracking the additional clicks a lead takes to the website and measuring time spent on the website.
5.
Experiment/Rollout of New Ideas – Maximize campaign effectiveness
Considering the numerous potential hotspots for MarketAlert, experimenting in different markets to pinpoint which vehicles are right for each market is an advantageous opportunity. A/B testing with different media tools will be crucial in setting the stage for the rest of the campaign and for future campaigns. The rollout data will help define the way in which the target interacts with different online channels and will naturally rebuild a more efficient media plan. Metric: Determining which media to use will be measured by the media that gains the highest volume of interaction and has proven the most success.
M 9
yriad
edia
Message Matrix
A message matrix was created below to compare key messages that will appeal to two different segments. The difference between the two segments is the size of the brokerage firm in which the target market works e.g. small firms and midsize firms. Different content messages were also created for each media vehicle. Small Companies
Mid-Sized Companies
Banner Ads
Earn trust for yourself and your partners
Establish trustworthiness for your company
Podcasts
Grow your business in a trustworthy manner
Manage your business with a trustworthy hand
LinkedIn InMail
Act now to put your company on the map
Act now to give your company a competitive advantage
Social Media
Learn about the market through Larry's expert perspective
Learn about the market through Larry's expert perspective
SEM
Use MarketAlert as your guide
Use MarketAlert as your company's guide
Retargeted Ads
Sample MarketAlert's TrueCast services
Sample MarketAlert's TrueCast services
M 10
yriad
edia
Build the Story Phase 1: Get to Know Larry Getting Social
April, May, and June
The Objective: Build Awareness
Phase 1 will focus on building Larry Baerʼs brand and increasing the bossesʼ awareness of MarketAlert. This is the phase when media experimentation will take place through A/B testing and the resulting media choice will be implemented in the following phases. Myriad Media will build Larryʼs brand by polishing his online image, credibility and reputation on social media platforms that are relevant to the target market. Social strategy is pertinent to growing and sustaining Larryʼs expertise and socially labeling MarketAlertʼs tools as sophisticated and trustworthy. During this time, Larry will also speak at multiple conferences around the country to start to build a relationship with the target market by putting a face to the brand. By the end of Phase 1, MarketAlert will have achieved 50% brand awareness with firm bosses to be measured through social media analytics.
Social Rollout
Myriad Mediaʼs objective for MarketAlert and Larry Baer is to build the story of both the brand and the person behind the product. To achieve these goals, we suggest implementing a strategy of growing Larryʼs online presence by creating and maintaining Twitter, Facebook and LinkedIn platforms; providing weekly videos to supplement his written analysis along with whitepapers; and appearing at mortgage broker conferences and workshops.
A/B Testing
The first phase is about determining the most effective way to reach the target audience and immediately optimizing on the results. Myriad Media has narrowed the potential sites down to two social media platforms -- Facebook or LinkedIn -- that will be the best way to reach and engage a hyper-targeted group of the mortgage broker bosses. In order to optimize and select the platform that provides the most tangible results, A/B testing will take place in the first month of the campaign. This will directly compare each campaign's success in select regions and will determine which social media platform will be used in the final two months of Phase 1 and the coming phases.
Initial Social Strategy Meeting
In order to effectively reach the right target and deliver a cohesive message from MarketAlert, our team suggests an initial meeting with Larry and his social media manager. Telling the right story is crucial to MarketAlertʼs success, because the more people who know about and understand the brand, the more likely they are to subscribe to it over competitorsʼ products. By establishing a consistent brand story to share across all platforms from the get-go, MarketAlertʼs identity will resonate with our target market and reinforce that MarketAlert is the service they can trust.
Facebook- The goal of the Phase 1 Facebook campaign is to send the target market to MarketAlertʼs landing page. In order to reach the ultimate goal of increasing the number of new subscribers, Market Alert must first achieve brand awareness. Facebook has mechanisms in place that will allow for the measure of its impact in directing traffic to the MarketAlert website. Additionally, specific psychographic controls will be in place to directly reach the target including: “mortgage loans,” “management,” “business and financial operations,” “college grad,” “corporate executives” and “financial professionals.” These ads will be displayed in Texas and Utah for the first two weeks and in California, Colorado and Washington for the next two weeks. The test will measure the success of their ads relative to their location.
Going on Tour
Because peak home buying season starts in March and continues through August, Myriad Media believes this time is critical for Larry to extend his network by going on a pre-summer tour: attending mortgage broker firm seminars or trainings, as well as loan originator conferences five times throughout this phase in key target cities. Whether speaking at individual firms or at conferences put on mortgage professional association events, these speaking opportunities allow Larry to build face-to-face relationships with the mortgage lending management teams because they have the opportunity to meet and interact with the voice behind the product. It also serves as a chance for Larry to prove his credibility and expertise in the mortgage industry.This connection will inspire both confidence and trust amongst potential subscribers.
LinkedIn- Similar to Facebook, the impressions and increased awareness are the main goals of the Phase 1 LinkedIn campaign. LinkedInʼs targeting mechanisms will be put in place to reach the correct audience while also measuring its effectiveness. These ads will be displayed in California, Colorado and Washington for the first two weeks and in Texas and Utah for the next two weeks. Based on the results in these regions, an optimal platform will be selected for each area.
Mobile App Advertising
Myriad Media plans to implement mobile app advertising in the first quarter of the media strategy to drive awareness of the brand and create another touch point with the target on their second screen. Consumers are not yet purchasing on mobile devices, but are using it to access social apps with MarketAlert banner ads. Ads will specifically be placed on two apps that the target interacts with the most, specifically LinkedIn and Facebook. On average, consumers spend five and a half hours of their time per day on these apps, so we are increasing the likelihood of effectively reaching our target market by advertising here. Our team is planning to secure two million impressions on each platform with the standard iOS banner ads.
https://www.daymuse.com/blogs/which-social-media-sites-business
https://business.linkedin.com/content/me/business/en-us/marketing-solutions/p/x/16/1/marketing-solutions?src=go-pa&trk=sem_lms_gaw&veh=Brand_86856069537_LinkedIn+Ads_link edin%20advertising_e_c_&gclid=Cj0KEQiAu9q2BRDq3MDbvOL1yaYBEiQAD6qoBoq821c7mRZJC1q1_TJZaVFzCtOvLKLtjNwSVcv 02e4aAgUH8P8HAQ https://www.facebook.com/ads/manager/creation/creation/?act=10203595348512502&pid=p1
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
11
M
yriad
edia
Peak Season Phase 2: Peak Season Relevancy & Receptivity
July, August, September
The Objective: Encourage Research
Phase 2 will incentivize the bosses to connect with MarketAlert and begin researching the brand and its services. This phase was crafted specifically during the annual peak home buying season when business is booming and MarketAlert tools are extremely relevant to the bosses and their teams. This creates the perfect opportunity to talk to the target market because they will be receptive to online messages. During this phase, media will be focused on encouraging and reminding bosses that MarketAlert is ready to help during this busy season. By the end of Phase 2, MarketAlert will move from simple awareness to top-of-mind consideration among the target. Success will be measured by tracking ad clicks that are directed to the website along with their time spend on the website.
Geo-Focused Trade Journals Podcasts
The popularity of podcasts is booming: 17% of Americans listen to at least one podcast per month. In order to capitalize on this trend, we suggest that MarketAlert sponsors three podcast programs—“Mortgage Lending Mastery,” “Mortgage Radio” and “I Love Mortgage Brokering.” We will purchase a 15-second pre-roll ad to kick off each episode. We recommend pre-roll ads over mid-roll ads because listeners are more likely to hear this ad over one that plays in the middle of the podcast. This vehicle will reach an average of 5,000 listeners per episode and will create a touchpoint with many of the influencers our campaign is targeting.
Facebook/LinkedIn Ads
Once a platform has been chosen based on the results from Phase 1, either Facebook or LinkedIn will be used for each region. This will maximize ROI by focusing only on the most successful social media site to reach the target. Phase 2 will focus on brand engagement and increasing the audienceʼs interaction with the service on social platforms. The same targeting mechanisms will be put in place to focus on the geographic locations and psychographics of interest, and the results will continually be measured to optimize the campaignʼs effectiveness. Due to the nature of the B2B market, Myriad Media wants to ensure that the target will be well aware of MarketAlert before Phase 3 begins.
https://www.adroll.com/getting-started/retargeting Austin: http://www.bizjournalsmediakit.com/austin San Antonio: http://www.bizjournals.com/sanantonio Houston: http://www.bizjournalsmediakit.com/houston San Francisco: http://www.bizjournalsmediakit.com/sanfrancisco Colorado Springs: http://www.csbj.com/wp-content/uploads/2016/02/CSBJ-MediaKit-2016.pdf Denver:http://www.bizjournalsmediakit.com/predownload.aspx?id=f4715f48-0f9d-45d7-a5be-1fb1e20d5f3b&at=1#page=1 Utah: https://mail.google.com/mail/u/0/#search/utah/1532596f1ca45d32?projector=1 Puget: http://www.bizjournalsmediakit.com/seattle Dallas: http://www.bizjournalsmediakit.com/dallas Podcasts:http://www.wsj.com/articles/podcasts-face-advertising-hurdles-1455745492 http://money.cnn.com/2014/12/04/media/serial-podcast/ Facebook: https://www.facebook.com/ads/manager/creation/creation/?act=10203595348512502&pid=p1 LinkedIn: https://business.linkedin.com/content/me/business/en-us/marketing-solutions/p/x/16/1/marketing-solutions?src=go-pa&trk=sem_lms_gaw&veh=Brand_86856069537_LinkedIn+Ads_linkedin%20advertising_e_c_&gclid= Cj0KEQiAu9q2BRDq3MDbvOL1yaYBEiQAD6qoBoq821c7mRZJC1q1_TJZaVFzCtOvLKLtjNwSVcv02e4aAgUH8P8HAQ
12
Bosses at mortgage brokerage firms read online localized business journals on a regular basis in order to keep up with local business trends, real estate markets and new business technology. Digital ads will be placed in the following journals on a six-day basis during the week when the editorial content is directly written for mortgage brokerage readers. The readers will be more receptive to the ad if it is relevant to the editorial content they are reading. The purpose of placing ads in other localized online news sources is to expand the trade area from outside of Texas and to effectively reach firm bosses reading varied trade articles. Those reading these journals have top management positions, make the decisions at companies, conduct business within the local area, read the technology section and are most likely to read the afternoon edition. By placing digital ads on these journals during the specified times, the target marketʼs interest and awareness of MarketAlert will increase and will help gain website visitors. Suggested Journals: Puget Sound, The Colorado Springs, Denver, Austin, San Antonio, Dallas, Houston, San Francisco, and Utah-Enterprise Business Journals.
Retargeted Ads
In order to convert interested consumers into subscribers, Myriad Media recommends utilizing ads that retarget users visiting MarketAlertʼs site. Typically only 2% of online consumers convert into buyers, so it is vital that MarketAlert continues to converse with consumers even after their initial visit. The planned retargeting effort will begin in July and continue through September in an effort to keep MarketAlert top-of-mind amongst our target audience. AdRoll, our retargeting measurement service, will serve MarketAlertʼs digital direct response ads across multiple vehicles such as Facebook, Twitter, and financial blogs.
M
yriad
edia
Lead Conversions Phase 3: Lead Conversion The Ask
October, November, December
The Objective: Increase Subscriptions
By Phase 3, our target is knowledgeable about MarketAlert and has looked into its services. The time has come for the firmʼs management team to come together and make a purchase decision. This is the ultimate push phase where making a final impression and personal business connection is key to persuading bosses that they are making a confident decision. This is the “ask stage” where leads will turn into conversions. Larry will have an opportunity to officially convert these bosses by directly contacting them via email and hosting informative webinars. By the end of Phase 3, the subscription base is predicted to increase by 1,000 with 70% of subscribers residing outside of Texas. This will be measured by quarterly sales comparisons.
Facebook/LinkedIn
The optimal platform for each region will continue to be used in Phase 3. In this phase, however, a completely new ad campaign will be launched on one or both of the social media sites. The goal of this new campaign will be conversions on MarketAlertʼs website and actual subscription purchases. The same hyper-targeted mechanisms will be put in place to directly target the management teams at mortgage firms, and by now, Myriad Media will have identified the optimal mixture of geographic and lifestyle filters to reach the best audience. Additionally, the awareness focus of the previous phases have positioned the audience to be more willing to make the purchase.
LinkedIn InMail
MarketAlert will take full advantage of LinkedIn by sending specialized InMail to potential buyers directly from Larry and promising leads. In order to get access to these contacts, Larry will purchase a premium subscription to LinkedIn and personally reach out to approximately 250 leads. These emails will be used to directly talk to the target market on a personal medium and reach them when business is on their mind. LinkedIn InMail will also be utilized as an email alternative considering InMail is usually connected to an individual's personal email and is also checked consistently by users. The purpose of reaching out to the target that has shown interest in MarketAlert services is to enhance the online relationship as well as acquire new subscribers and convince the boss to purchase the software in the very near future. Our team recommends InMail to directly connect with the target because such a large number of them already use the service.
http://www.adobe.com/content/dam/Adobe/en/products/adobeconnect/pdfs/webinars/AdobeWebinar_CMIWhitePaper_Final.pdf https://business.linkedin.com/content/me/business/en-us/marketing-solutions/p/x/16/1/marketing-solutions?src=go-pa&trk=sem_lms_gaw&veh=Brand_86856069537_LinkedIn+Ads_linke din%20advertising_e_c_&gclid=Cj0KEQiAu9q2BRDq3MDbvOL1yaYBEiQAD6qoBoq821c7mRZJC1q1_TJZaVFzCtOvLKLtjNwSVcv02 e4aAgUH8P8HAQ https://www.facebook.com/ads/manager/creation/creation/?act=10203595348512502&pid=p1 https://help.linkedin.com/app/answers/detail/a_id/437/~/purchasing-and-sending-an-inmail
13
Webinars
Webinars are online presentations that businesses employ to establish direct interaction with the segment of the market at the end of the buying-cycle and is ready to make a purchase. They are ideal opportunities to establish a two-way communication channel with the audience. With a 17.8% success rate, webinars have proven to be better than most channels in converting leads and are only topped by direct customer or employee referrals. With marketing automation, all webinar leads will automatically be gathered along with behavioral information, making the follow up process much easier. This will be a visible way to see conversion rates increase as well as solidify positive thoughts associated with the brand.
M
yriad
edia
Continuous The Objective: Stay Relevant
Our continuous effort will make sure that MarketAlert and Larry Baerʼs digital presence grows and establishes the brand in the highly competitive mortgage market. By implementing SEO strategies, pushing organic content marketing, maintaining social media platforms and regularly updating the website, our efforts will guarantee that the brand stays relevant and continues to carve its own digital space as an accurate and reliable mortgage market forecasting service.
In order to effectively establish MarketAlertʼs brand presence, we recommend creating two separate Twitter handles: one for Larry and one for MarketAlert itself. Twitter is an effective way to reach a large audience at once with simple and easily digestible messages about a potentially confusing topic. Additionally, Twitter serves as a space to be more creative and lighthearted, even in the traditionally serious conversation of mortgages and home buying. The MarketAlert handle would focus on sharing information with followers as well as a space to promote and support the brand. Larryʼs handle, on the other hand, would focus on connecting with his consumers and sharing what he is doing in the mortgage world, as well as retweeting support from subscribers or fans. Establishing these Twitter interactions is key telling Larryʼs story because it forms relationships with both subscribers and potential subscribers. His presence on this social platform validates MarketAlertʼs credibility and authority in this market. Larryʼs presence on Twitter is also essential to staying relevant amidst competitors, specifically MBS Highway and Barry Habib, who actively utilizes his Twitter platform.
In order to stay competitive with similar MBS financial services, MarketAlert needs a consistently updated Facebook page. This platform can serve the brand as a form of digital word-of-mouth because of its unique features such as “Reviews.” Once the initial subscribers like and interact with the page, their activity appears on their friendsʼ (of which many are other mortgage brokers) timeline, thus creating buzz around MarketAlert. Working in tandem with the Facebook ads and Twitter, this social platform will engage consumers and help unfold the story of MarketAlert. Creating a Facebook page forms an online community that surrounds the brand. Utilizing these social media accounts encourages organic and earned coverage of the brand at a low cost.
Live Chat
The most important part of any B2B marketing strategy is ensuring that there are as many personal interactions with the audience as possible. For this reason, Myriad Media would immediately install a Live Chat program on the MarketAlert website. These programs will allow for immediate interaction with the target market online. Live Chat will track customer interactions and analyze the direct ROI of using this service. Once installed, this program will allow the target to better understand the product, ask any questions that might be stalling purchase, and feel a more personal connection to MarketAlert.
SEO: Consultation with digital marketing firm Cloud[8]Sixteen, Inc. https://moz.com/beginners-guide-to-seo SEM http://www.wordstream.com/blog/ws/2015/12/08/should-i-use-adwords http://www.wordstream.com/articles/most-expensive-keywords https://www.semrush.com/ Live Chat https://www.b2binternational.com/publications/b2b-marketing/ https://www.livechatinc.com/features/ http://www.livehelpnow.net/products/live-chat-system
Bi-Weekly Videos
Putting a face behind the analysis of the market is important because it creates transparency between the subscribers and Larry, which ultimately builds trust. With these weekly videos in place, MarketAlert can utilize this feature when talking to and engaging with potential new subscribes by highlighting this aspect of trustworthiness and transparency. While this is not a direct tactic to increase monthly subscribers, we think it is a key marketing message to leverage when telling consumers why they need MarketAlert.
14
M
yriad
edia
Continuous SEO
Search Engine Optimization will increase organic traffic and revenue by assisting in establishing MarketAlert as a trusted and relevant market forecasting service. Both on-site and off-site techniques will be adopted for SEO to produce the best results in the long-term.
On-Site Techniques
It is important to improve the user experience on the website and to make sure that all the webpages are optimized and easily "crawlable" by crawler bots. Small, fundamental edits in the design will make MarketAlert's pages more intuitive both for users and bots alike. The key elements are: • Including <h1> tag on the Home Page to make sure the headline is visible to bots
• Building up the websiteʼs footer and implementing it on all pages. This ideally should include buttons or links to all of MarketAlert's social media platforms and to the app on the app store. • Add description paragraphs on the home page for “Instant Alerts,” “Real Time
• Charting,” “Any Device” and “Daily/Weekly Commentary” to make the page more relevant to bots. • Create a Google Maps listing and insert the business' address in the homepage footer to ensure that crawler bots recognize the existence of the business. • Add a navigation bar at the footer to facilitate user navigation through the pages once they get to the bottom. • Implement “alt” descriptions for images that are relevant to the brand objective.
Off-Site Techniques
Given the nature of SEO organic techniques, a significant time commitment will be required to supervise the optimization process. Submitting opinion pieces and reaching out to bloggers is an important first step in building a network of connections between MarketAlert and other industry authorities and establishing the brand as trustworthy with the general public. Maintaining a social media presence will also prove fundamental in MarketAlertʼs success. Search engines include social media as reliable sources because of the highly relevant content. By maintaining a regular presence on Facebook and Twitter, MarketAlert will be able to constantly provide content that not only informs its audience but also creates a connection to the website due to links and shares.
SEM
It will be important to dedicate part of the budget to online paid search through keywords and tools such as Google AdWords. Given the competitiveness for keywords in the loans and mortgage markets and in order to stay in budget, bidding for keywords and ad placements will only take place during normal business hours (9am-5pm) because research shows that professionals are more likely to be looking for tools to help them while at work. Negative keywords will also be excluded in order to avoid wasted clicks that yield nothing but a high bounce rate from MarketAlertʼs website. Lastly, by targeting specific geographic areas we will guarantee that our ads yield positive lead conversion.
M 15
yriad
edia
Media Menu
0(',$ &DWHJRU\
9HKLFOH
7\SH
&XVWRPHU 6HUYLFH
52,
5DWH
)UHTXHQF\
/LYH &KDW 2SHUDWRU
)XOO WLPH
²
KU
KUV ZHHN
/LYH &KDW 6HUYLFH
²
²
PRQWK
PRQWKV
(PDLO /LVWV
/LQNHGLQ LQPDLO
[ S[
OHDGV
OHDG
PRQWKV
(YHQWV
35 7RXU
²
LQWHUDFWLRQV
WULS
0RELOH $SSOLFDWLRQV
)DFHERRN
L26 %DQQHU
,03V &30 ,03V &30
/LQNHGLQ
L26 %DQQHU
0RUWJDJH /HQGLQJ 0DVWHU\
3UH UROO
OLVWHQV
&30V
3RGFDVWV
WULSV PRQWK PRQWK HSLVRGHV
0RUWJDJH 5DGLR
3UH UROO
OLVWHQV
&30V
HSLVRGHV
, /RYH 0RUWJDJH %URNHULQJ
3UH UROO
OLVWHQV
&30V
HSLVRGHV
$G5ROO
²
ZHHN
ZHHN
PRQWKV
)DFHERRN
²
FOLFNV
&3&
PRQWKV
/LQNHGLQ
²
FOLFNV
&3&
PRQWKV
6RFLDO 0HGLD 6SHFLDOLVW
3DUW WLPH
²
KU
KUV ZHHN EL ZHHNO\
5HWDUJHWHG $GV 6RFLDO 0HGLD
9LGHR %ORJ
²
,03V YLGHR
YLGHR
$XVWLQ %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V
&RORUDGR 6SULQJV %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V
7UDGH -RXUQDOV
'DOODV %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V
'HQYHU %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V GD\V
+RXVWRQ %XVLQHVV -RXUQDO
[ S[
,03V
GD\
3XJHW 6RXQG %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V
6DQ $QWRQLR %XVLQHVV -RXUQDO
[ S[
,03V
GD\
GD\V
6DQ )UDQFLVFR %XVLQHVV 7LPHV
[ S[
,03V
GD\
GD\V
7KH (QWHUSULVH 8WDK V %XVLQHVV -RXUQDO [ S[
,03V
GD\
GD\V
ZHELQDU
ZHELQDU
ZHELQDUV
:HELQDUV
*R7R:HELQDU
3UR
6($5&+ (1*,1( 0$5.(7,1* .H\ZRUGV
5DWH
)UHTXHQF\
PRUWJDJH PDUNHW
&3&
PRQWKV
PRUWJDJH UDWH IRUHFDVW
&3&
PRQWKV
PRUWJDJH IRUHFDVW
&3&
PRQWKV
PRUWJDJH UDWH SUHGLFWLRQ
&3&
PRQWKV
6($5&+ (1*,1( 237,0,=$7,21 &217(17 675$7(*< $JHQF\ 9ROXVLRQ ,QF
5DWH
)UHTXHQF\ KU
KUV PRQWK
M 16
yriad
edia
Budget Breakdown
Vehicles Used By Objective Tell Larry's Story PR Tour SEO/Content Strategy Social Media Specialist Video Blog
Initiate Research Retargeted Ads
SEO/Content Strategy
Facebook/LinkedIn Ads
Colorado Springs Business Journal Denver Business Journal
Expand Trade Area
LinkedIn Inmail PR Tour Retargeted Ads Facebook/LinkedIn Ads Colorado Springs Business Journal Denver Business Journal Puget Springs Business Journal San Francisco Business Journal The Enterprise-Utah's Business Journal
Puget Springs Business Journal San Francisco Business Journal
The Enterprise-Utah's Business Journal Austin Business Journal
San Antonio Business Journal Houston Business Journal Dallas Business Journal Mobile Ads Podcasts SEM
Experiment/Rollout New Ideas LinkedIn Inmail Facebook/LinkedIn Ads PR Tour Colorado Springs Business Journal Denver Business Journal Puget Springs Business Journal San Francisco Business Journal The Enterprise-Utah's Business Journal Live Chat
Increase ROI
LinkedIn Inmail Live Chat SEM Webinar Austin Business Journal San Antonio Business Journal Houston Business Journal Dallas Business Journal
M 15 17
yriad
edia
Budget 0(',$
0(',$ 0,;
&267 7,(5
&DWHJRU\
(PDLO /LVWV
&XVWRPHU 6HUYLFH
(PDLO /LVWV
(YHQWV
0RELOH $SSOLFDWLRQV
3RGFDVWV
5HWDUJHWHG $GV
/LQNHGLQ ,QPDLO
(YHQWV
35 7RXU
5HWDUJHWHG $GV
$G5ROO
6(2 &RQWHQW 6WUDWHJ\
'ROODU 7RWDO
RI 0L[
6(2 &RQWHQW 6WUDWHJ\
6(0
6RFLDO 0HGLD
)DFHERRN
7UDGH -RXUQDOV
/LQNHGLQ
:HELQDUV
6RFLDO 0HGLD 6SHFLDOLVW
7RWDO
9ROXVLRQ ,QF 6RFLDO 0HGLD
9LGHR %ORJ
7UDGH -RXUQDOV
$XVWLQ %XVLQHVV -RXUQDO
&RORUDGR 6SULQJV %XVLQHVV -RXUQDO
'DOODV %XVLQHVV -RXUQDO
'HQYHU %XVLQHVV -RXUQDO
+RXVWRQ %XVLQHVV -RXUQDO
3XJHW 6RXQG %XVLQHVV -RXUQDO
6DQ $QWRQLR %XVLQHVV -RXUQDO
6DQ )UDQFLVFR %XVLQHVV 7LPHV
7KH (QWHUSULVH 8WDK V %XVLQHVV -RXUQDO
7,(5 &XVWRPHU 6HUYLFH /LYH &KDW 2SHUDWRU
/LYH &KDW 6HUYLFH
0RELOH $SSOLFDWLRQV
)DFHERRN
/LQNHGLQ
3RGFDVWV
0RUWJDJH /HQGLQJ 0DVWHU\
0RUWJDJH 5DGLR
, /RYH 0RUWJDJH %URNHULQJ
6(0
*RRJOH $GZRUGV
:HELQDU
*R7R:HELQDU
727$/6 7LHU
7LHU
&RQWLQJHQF\ 7RWDO &DPSDLJQ &RVW
7RWDO FRVW RI FDPSDLJQ ZLOO YDU\ E\ SHQGLQJ $ % WHVWLQJ UHVXOWV EHWZHHQ )DFHERRN DQG /LQNHGLQ
M 18
yriad
edia
Flow Chart
Digital
April
May
June
1234 1234 1234
July
1234
August
1234
September
1234
October
November
December
1234 1234 1234
Build Awareness
AB Testing Social Roll Out Twitter LinkedIn Page MarketAlert Page Summer Tours Mobile Ads Encourage Research
Retargeted Ads Podcasts Facebook/LinkedIn
Trade Publications Increase Subscriptions
Facebook/LinkedIn
Email Lists Webinar Stay Relevant SEO/Content Marketing
SEM
Twitter Live Chat
M 19
yriad
edia
Call to Action Myriad Media has evaluated the research, analyzed the results and is excited to move forward with this campaign for MarketAlert. We are confident that MarketAlert始s one-of-a-kind service will be effectively spotlighted through this digital campaign and that our efforts will lead us to an expansion of MarketAlert始s subscription base. We believe that maintaining sustainable growth depends on the success of this campaign. This leads our media choices to be results-driven. Our hardworking and dedicated team members have combined insights with digital strategy and have crafted a media plan that focuses on inbound leads, conversions, awareness and ROI. Thank you for considering us as partners. x__________________________________________
M 20
yriad
edia
Notes
M
yriad
edia
M
yriad
edia