Why Integrated Strategies Matter · marketing spend in 2015 was mainly Delawareonline ads. •Client Strategy utilized Nielsen Prizm research to identify several key differentiators

WE KNOW LOCAL BUSINESS.

Confluence:Why Integrated Strategies Matter

What We’ll Cover

Scrapping the Funnel

Why This Means Anything To You

Examples of Integrated Campaigns

Scrapping the Funnel

Linear ModelPrint Advertising ROP, Broadcast, Digital Banner

Advertising

Social Media, Content Targeting, Demographic

Targeting, Branded Content

Direct Mail, Print Classified, Targeted

Display

Social Media: Review sites, business sites,

social channels

According to [Google, Intuit, Sephora, SAP, Twitter, and Visa], the primary problem with the funnel is that the buying process is no longer linear.

Source: https://hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel

Source: https://hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel

“When you change from decision to engagement, you change the entire model.”

-- Antonio Lucio, Chief Brand Officer at Visa

Consumer Journey

• 79% of customers say their banking relationships are transactional

• Deepening customer relationships = more meaningful customer experiences

• Consumers open to value-added services

• Positive impact on loyalty

Source: https://www.accenture.com/us-en/~/media/Accenture/next-gen-2/cmt/pdfs/Accenture-Agile-Banking-Marketing-Moments.pdf#zoom=50

Consumer Journey

• Customers move back and forth across channels based on needs at the moment

• Banks typically manage the sales funnel in a way that fragments data, obscuring customer insights

• Using cross-device systems to unify customer profiles is key

Source: https://www.accenture.com/us-en/~/media/Accenture/next-gen-2/cmt/pdfs/Accenture-Agile-Banking-Marketing-Moments.pdf#zoom=50

Non-Linear Model

Why This Is So Important

How Your Industry Spends

Sources: Facebook, Statista,

Types of Campaigns/Device

Sources: Facebook, Statista,

Future Spend/Reasons Why

Sources: Facebook, Statista,

Mobile Matters

Media Usage

Heaviest Media Usage

20% 20% 20% 20%

11%

29%

10%

21%

14%

22%

14%

25%26%

15%

27%

20%

38%

7%

39%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Newspaper - print Internet TV Radio

Total/Avg Millennial/Gen Y Gen X Baby Boomer Silents

Heaviest/1st QuintileSource: © Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets = 80% National Adult pop.

Read Newspaper with Mobile Device

21%

29%

27%

16%

5%

0%

5%

10%

15%

20%

25%

30%

35%

Yes

Total/Avg Millennial/Gen Y Gen X Baby Boomer Silents

Past 30 daysSource: © Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets = 80% National Adult pop.

Banks- Advertising Mix Best Practice

All MediaGrowth: $60.8M to $ 67.1M

Online29%

Cinema18%

Newspaper15%

Direct Mail12%

Radio8%

Other Print6%

Local TV Stations

5%

Cable TV3%

Out of Home

2%Telemarketing1%

Directories1%

Online45%

Cinema18% Newspaper

10%

Direct Mail9%

Radio6%

Other Print4% Local TV

Stations3%

Cable TV2%

Out of Home

1%

Telemarketing1%Directories

1%

2015 2019

Banks- Advertising Mix Best Practice

2015 2019Online Only

Growth: $17.8M to $29.8M

Targeted Display

66%

Paid Search11%

Online Video11%

Static Display/ROS

8%

Email3%

Online Audio1%

Targeted Display

85%

Paid Search4%

Online Video7%

Static Display/ROS

2%

Email1%

Online Audio1%

Time of Year

Examples of Integrated

Campaigns

Gannett NJ46% of the NJ Population

46% of households

46% of households with children

48% of college graduates

48% of households with income of $150,000+

50% of households with IPA of $1M+

50% of NJ’s total net worth

48% of consumer expenditures

48% of Asians

34% of Hispanics

33% of African-Americans

Our combined markets represent… Warren

CapeMay

Gloucester

Bergen

Camden

HunterdonSomerset

Cumberland

Ocean

Monmouth

Passaic

Warren

CapeMay

Gloucester

Bergen

Burlington

Camden

HunterdonSomerset

Cumberland

Ocean

Monmouth

Passaic

Morris

Essex

Sussex

Union

Middlesex

Salem

Mercer

Atlantic

© 2015 The Nielsen Co.

Client Strategies

• Leveraging customer’s database to better understand the customer

• Running the database against PRIZM data to build profiles

• Tailoring creative to better reach the audience

• Finding “look-a-likes” in the market to acquire new customers

Case Studies

Entegra Bank (Greenville)• The North Carolina-based bank opened the Greenville

market with a commercial lending office and then acquired a couple of retail banking locations.

• There was a specific need to educate market, and to target business owners and commercial real estate builders.

• To increase their brand presence and educate the market on their services, the team delivered a digital mix, split between mobile and desktop, and additional pre-roll videos in Q3. Print portion of the proposal will come later in the year.

Case Studies

Diamond District (Fort Myers)

• Completed a PRIZM analysis on their current customers (20K+ database) and determined they reach 3 distinct audiences.

• Developed analysis showing reach of particular media around audiences and presented new creative to reach the three distinct segments.

• We combined the three audiences into a half page print advertisement and targeted digital.

Case Studies

Buckingham HVAC• Buckingham HVAC is one the larger companies in a

competitive New Castle County HVAC market. Their marketing spend in 2015 was mainly Delawareonline ads.

• Client Strategy utilized Nielsen Prizm research to identify several key differentiators to inform Buckingham on how to build their brand DNA and move away from co-op driven pricing ads.

• Our recommendation was to position themselves “as the company that exceeds customer expectations in service and keeps your family safe and comfortable”. Creative messaging for this campaign was a critical part of the pitch.

Mobile Conversion Zones

• Setting a Geo-Fence around a region or competitor

• Tracking the customer when they come into your retail location or locations

• Measuring Foot Traffic from mobile advertising

Why Conversion Zones?

• Track online to offline conversions

• Track the Total Visit Rate (TVR)

• Track the Cost Per Visit (CPV)

• Enrich mobile performance

• Evaluate campaign effectiveness

Identify audiences responding to mobile advertising by visiting a physical

location as opposed to a click or call

Other mobile programmatic technologies lack the accuracy of our partner to

effectively attribute mobile impressions with physical visits to an advertiser’s

location.

29

Set up a Conversion Zone and track

the physical traffic at this site who

previously saw an ad while within the

geo-fenced location.

Recommended Geo Fenced locations

for Monmouth Mall Area include:

• Santander

• PNC Bank

• Capital One

• TD Bank

• The Provident

Geo Fencing

Monmouth Mall NJ

Santander

PNC Bank

YOUR BANK

Bank of America

TD Bank

The Provident

Pay For Performance

• Integrated Print/Digital Campaign

• Share of Transaction

• Launched in 20 USA Today markets across the United States

• Generated more than $10 million in topline sales for partners

Extension Program

• Leveraging the customer database

• Acquiring potential new/Intenders

• Tracing back to your front-end system to show return on investment

• Remarketing to interested consumers

BuildEmail counts

and target

audienceCreate

Eye catching e-blast

and direct mail

creative

Extension

EmailSend targeted

information to

identified target

audience Direct

Send targeted information

to the same identified

audience

Display Activate display campaign

across Network to the

same targeted audience

ROIOne Month – metrics are provided

on email and display

Two Months - Match back ROI

report provided for complete

program

Print

Digital

Mobile

Video

Targeting

Social

Email Direct Mail

Commercial Printing

Events

Campaign Development

Research

AnalyticsLocal News And

So Much More.

35

Thank You.

Michael Fibison, Director East Group Sales

(302) 362-5393 | mfibison@gannett.com