Bkv 2010 plan master 10.7.9 - part3

Social Media Tactics by Goal

Increase Consumer Engagement

• Tactics

• Online Webinars

• Facebook

• Twitter

• Video & YouTube Channel

• Blogging

• Metrics

• Cost per Engagement

Increase Brand Awareness

• Tactics

• Online Webinars

• Facebook

• Twitter

• Exclusives & Contests

• Social Sharing & Bookmarking


• Blogging

• Metrics

• Cost per Interaction

• Cost per Friend/Follower

• CPM

Increase Customer Service & Education

• Tactics

• Online Webinars

• Facebook

• Twitter

• Equifax Resource Center

• Live Chat


• Blogging

• Metrics



Online Webinars

Online webinars are a way to support the 3 main goals set by

Equifax for 2010 on one platform

• By providing information, answering questions, and promoting Equifax

products, webinars are the perfect social vehicle

Things to keep in mind:

• A webinar schedule needs to be created so consumers know when to

expect new webinars

• Distribution strategies need to be fleshed out for pre-webinar promotion

as well as post-webinar video distribution (exclusive vs. availability)

• Online webinars will not be successful as stand-alone social vehicles;

cross promotion & content population will suffer without other vehicles

2

Video/YouTube

Video distribution is another way for Equifax to get their message in

front of a captive audience

• Wide video distribution is also fairly easy since video assets will be

created for Q&A and webinars


• Video distribution only works if regular video assets are created &

distributed so that users have new content to consume on a regular basis

• Video optimization will help with SEO, as search engines are highlighting

video wherever it makes sense

Q&A type videos which are short and answer specific questions are often

featured on the 1st page of search results

• Video distribution is a supporting vehicle and cannot exist without other

tactics

3

Equifax Resource Center

An Equifax Resource Center located within Equifax.com will act as a

place to house all of the useful information we are providing across

the social web

• Provides content to users on the site, but it will also support SEO as well

as give Equifax a place to drive information-hungry consumers, putting

them even closer to the conversion funnel


• This Resource Center is not a stand-alone strategy. Instead, this simply

houses all the information long-term so that users & search engines have

a place to find the wealth of knowledge that Equifax provides

• Updated content is a must, as having fresh information keeps the

resource center relevant

• This can be RSS supported so users are fed information as it is created

4

SEO

5

SEO Strategy

Equifax’s SEO strategy is now one that is fragmented between

multiple storefronts

• Because of this, an all-encompassing, cross-storefront strategy will need

to be managed

Equifax as a portal for credit products, knowledge & general information on all

product industries

Debt Wise & ID Patrol as product & category focused SEO sites

• As new sites, these will need additional attention, specifically with link building

• BKV is currently consulting with Equifax regarding specific SEO tactics for optimal

rankings

• Continued SEO efforts for the new storefronts will be important to increase free traffic for

both branded and un-branded terms

6

SEM Integration

SEM strategies, including Search, SEO & Social Media all work in

tandem, so leveraging these different types of media to work

together is BKV’s #1 goal

Social Media

• Leveraged for SEO link building

SEO

• Works in tandem with Search to leverage high-cost or struggling

keywords

• Supports Social Media by driving free, relevant search traffic

Search

• Supported by SEO to drive free traffic through organic results

• Social Media drives additional free traffic, saving PPC costs

7

SEO Learning

Since September 08, there is an average drop of 9 positions in

Search Engine Ranking Positions (SERP) over tracked keywords

from highest ranking to current ranking

Brand terms rank well, in the first position in all tracked terms

Based on top converting keywords in Paid Search, there is need for

SEO optimization on certain terms that are not on first page listings

• fico, credit report score(s), identity theft protection, my fico score, free

fico, credit score and credit report information.

Sitemap concerns still remain as it does not allow engine spiders to

crawl site completely

8

SEO Rankings – Equifax.com

KeywordCurrent Rank - Aug.

09July 09 Rank

Highest Rank

(all time)

Change from Highest

Rank

free annual credit report 101 43 43 -58

credit fraud 101 101 44 -57

personal credit check 55 101 3 -52

free credit reports 82 83 30 -52

my fico score 85 63 35 -50

fico scores 24 21 3 -21

credit report rating 40 19 19 -21

credit reporting agencies 53 34 34 -19

credit monitoring service 28 9 9 -19

free credit report online 46 101 28 -18

fico credit score 29 14 12 -17

my credit score 90 83 83 -7

credit score monitoring 11 5 5 -6

online credit report 15 19 11 -4

9

SEO Rankings Equifax.com - Highest Rank/Current Rank

10

0

20

40

60

80

100

120

Current Rank

Highest Rank

SEO Optimization Tactics

Site Audit - Check all Meta Data and Content to create a mapping

document which will show what optimizations need to be made for

targeted keywords

Onsite Optimizations - Meta Data, Title Tags,H1 tags, Alt tags,

Internal Text Links and Content Editing/Creation

Offsite Optimizations – Link Building, Blog Creation, Social Network

Monitoring, Social Bookmarking and Tagging, Article Submission

and Viral Components such as contests or the Falcons promotion

Monitor Paid Search for insight on conversions, impressions, clicks.

Paid Search offers acumen into real time trends and data used to

optimize the organic campaign

Provide monthly SEO reporting to monitor keyword rankings and

website traffic

11

12

TV

13

DRTV Budget

14

DRTV – DebtWise.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL

Spending (000) $2,200 $1,800 $4,000

Total Units 1,502 1,229 2,731

Sub Units 1,472 1,204 2,676

Trans Units 30 25 55

Cost Per Sale $1,465 $1,465 $1,465

Cost Per Subscription Sale $1,486 $1,486 $1,486

Assumes 98% vs. 2% split between Sub and Trans sales. Based on actual product mix sold from Sept 08 TV

campaign.

DRTV History

DRTV was first tested as a lead-generation vehicle in July of 2009

• Small test to determine which spot markets would be respond to a debt

offer and to measure the strongest communication format (:60 or :120)

Nationwide rollout is currently underway with a large buy across

cable and local

• Campaign has proven to be a great awareness vehicle for Debt Wise

lifting sales across all media

• Has turned out to be the best performing TV campaign for the year

Lowest Cost Response and CPA/Sub

Drives Debt Wise sales specifically (almost 100% of sales are for Debt Wise)

15

DRTV Objectives

With the creation of a new storefront , a microsite that places its sole

emphasis on “debt-related” help, BKV recommends using TV (in

conjunction with other media) to:

Drive awareness for this sub-brand

Drive new customers / sales to the DebtWise.com website

• We might even be able to create a Halo effect for Equifax.com. This is to

be determined

Reach a new audience; steal share from other “debt-related”

companies

• This goes hand-in-hand with awareness; trying to compete against “debt

reduction/consolidation” clutter

Create momentum and impact the start of 2010

Support other Debt Wise ad programs

16

DRTV Strategy

Utilize a combination of :30s, :60s, and :120s

• We know that the :120 spot lengths are most responsive and are most

cost effectively placed at the local market level

• Adding a :30, in addition to the :60, allows us to utilize national cable to

build frequency and broaden the reach of the offering

Campaign will be flighted to maximize impact at the start of 2010

and sustain momentum for Debt Wise through Q2

17

Tactical Overview: DRTV

Annual Budget

$4,000,000

Flight Dates

12/28/09 – 2/14/10 (7 weeks)

4/5/10 – 5/16/10 (6 weeks)

Flighting around these dates allows

DebtWise.com to benefit from some of the

advertising from Equifax.com

Geography

Spot Markets selected by:

• CPM efficiency

• Ability to reach existing Equifax or Debt Wise

consumers (BDI propensity)

National support through cable TV

18

Tactical Overview: National Cable

Possible Networks:

TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN,

Lifetime and others

These are networks that index well (and are efficient) with our target audience –

Strugglers

Spot Length:

• 60% :30s

• 40% :60s

Budget

$3,348,000

Targeted Impressions

747,480,397

Target CPM: $4.48

19

http://video.discovery.com/


http://www.tnt.tv/dramavision/


Tactical Overview: Local Spot

Run concurrently with National Cable support

15-20 local spot markets where

Commercial length

100% weighted with :120 spots

Budget

$650,000

Targeted Impressions

54,166,667

Target CPM

$12.00 and less

20

DRTV Media Summary

Communication Goals:

• Each Flight

Reach: 65.5% Nationally, 74.5% Locally

Frequency: 10.7 Nationally, 14.2% Locally

Budget

Q1: $2,200,000

Q2: $1,798,000

Total: $3,998,000

Targeted Impressions: 801,647,063

Target CPM: $4.99

21

DRTV Creative Strategy

Utilize “Debt On Your Mind” spot

• Test less emphasis on Equifax brand in spot; only include at the end

Test new spot that creates more negative light on the problem of

debt

• Create problem/solution; more emphasis on “not debt consolidation”

Create a :30 version (any Debt Wise spot), to allow us to place more

inventory and help build awareness

Include TFNs on all Debt Wise spots (versions)

• This category tends to drive calls to help fulfill needs; Call Center

currently converting 15% of the calls into sales

22


Test a “freemium”

• Because this product does not appear to have any price breaks (creating

a “savings offer”), utilizing an appropriate give-away could increased

response

Test the CTA

• Instead of responding to “order now”; include a lead CTA that allows

people to call / go online for more information. More information (online)

can include customer testimonials and debt-payoff calculator (to show the

person, with real numbers, how the product works)

Makes conversion process more “2-step”-oriented; substantiated by the large %

of clicks to the demo (on our Landers) and the number of calls with product-

related questions

Subsequently, allows us to create a new segment for CRM efforts

23


Include credit card images on art card, to help filter out those without

CCs

Utilize **Codes in the CTA

Integrate with other mediums to create a unified campaign

24

DRTV Media Flowchart

25

Paid Search

26

Paid Search Budget – Debt Wise

27

Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL

Spending $375 $313 $313 $250 $1,250

Total Units 1,667 1,786 2,500 2,500 8,452

Sub Units 1,500 1,607 2,250 2,250 7,607

Trans Units 167 179 250 250 845

Cost Per Sale $225 $175 $125 $100 $148

Cost Per Subscription Sale $250 $194 $139 $111 $164

% of Sub 90% 90% 90% 90% 90%

Paid Search History

Given that this was a brand-spanking-new campaign, Debt Wise

encountered high CPCs and lower CTRs and CRs since entering

the Debt/Money Management category

• With campaign optimization and DRTV we’ve made some healthy

improvement – but we’re not there yet!

Majority of product sales (approx 85%) generated from Debt Wise

and Equifax brand terms

Debt Wise “Debt” terms continue to have a small SOV within the

category

28

Paid Search Strategies

Create awareness in the debt reduction/freedom market as we are

unknown in this space

• Marketplace cluttered with competitors

Manage CPA/Sub in the $300-$200 range during Q1/Q2 as product

awareness continues to build

• Through ongoing testing and optimization CPA/Sub should get closer to

goal latter part of the year

Increase media spend levels to capture SOV online and increased

impressions from brand building campaigns

• Support DRTV momentum and online brand awareness with increased

spend levels during flights

• New media efforts to reach Struggler market

29

Paid Search Tactics

As outlined within the Equifax.com plan, we’ll incorporate the

following tactics:

• Bing/MSN Restructure

• Social Chatter Monitoring

• Expand Reach w/ Ask.com and Advertise.com

• MSN Content

• Google Search Funnel

• Yahoo Search Retargeting

30

Paid Search Tactics

If the following tactics test well for Equifax.com, we’ll consider

testing in Debt Wise

• Dart Search Platform

• Yahoo RAIS

• Bing Cashback

• YouTube Promoted Video

• Mobile Search

• Google Content w/ FICO Overlay

• Attribution Models

Not tested until latter part of year (after data builds up)

31

Lead Generation

As with TV, develop a 2-step order process to increase conversions

• Generate hand raisers for more info about Debt Wise

• Develop conversion communication program via CRM

Message 1: Did you know the average amount of debt per household is $XX?

Equifax Debt Wise customers reduce their Debt faster saving thousands in

interest

Message 2: Savings Calculator

Message 3: Spend Right Tools

Newsletters, etc.

32

Double Listing

Shift Debt Wise paid search traffic to DebtWise.com/TBD

Stronger quality score

Helps build traffic for storefront

Utilize Equifax.com and DebtWise.com for double-listing on brand

terms

Continue second listing on Equifax core and brand terms

Replacing Equifaxproducts.com w/ Debtwise.com listing

Edge out competitors on side rail

33

Creative Testing

Create specific landing pages for high volume, low conversion terms

• Suggested terms: Calculator, Credit Consolidation

Continue T&D Testing:

• Paying Holidays Bills Test in Q1

• Test “Powered by Equifax” versus no mention of Equifax in T&D

• Use “Learn More” about the product

“Get Debt Freedom Now with Debt Wise Learn More”

34

Google Day Parting & Content

Test Day parting on Google to determine if increased CPCs during

peak purchase times will garner incremental sales

• Roll out to additional engines if successful

Continue Google “themed” content testing

• Groupings of similar or “themed” keywords are incorporated into ad

groups

35

Social Marketing

36

Debt Wise – Social Media Strategy

Debt Wise social media strategy will cater to those seeking a deeper

understanding of the Debt Wise product as well as specific

information regarding debt and financial management strategies

Information in Debt Wise’s social media strategy will be:

• 85% debt focused

• 10% credit focused

• 5% identity theft focused

Focusing on debt related topics allows Debt Wise to stand out as a

trustworthy consumer knowledge center about debt while providing

education on how debt, credit and even identity theft are intertwined

37

Debt Wise – Social Media Tactics by Goal

38


• Tactics

• Online Webinars

• Facebook

• Blogging

• Metrics



• Tactics

• Online Webinars

• Facebook



• Blogging

• Metrics



• CPM


• Tactics

• Online Webinars

• Facebook

• Live Chat

• Blogging

• Metrics



SEO

39

SEO Strategy

As a new URL, DebtWise.com URL will need additional attention

and support for the search engine spiders to index all pages within

the storefront

Utilize SEO best practices to garner top organic listings for brand

and non-brand terms

• Optimize title tag, meta description and relevant keywords within all

pages of Debt Wise storefront

• Link building strategies to generate authority for the site and additional

rankings

Leverage Social media – blogs, Facebook


website traffic

40

41

TV

42

DRTV Budget

43

DRTV – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL

Spending (000) $2,319 $2,169 $4,488

Total Units 1,582 1,481 3,063

Sub Units 1,551 1,451 3,002

Trans Units 31 30 61

Cost Per Sale $1,465 $1,465 $1,465


Starts Q2

Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.

DRTV History

ID Patrol has only been tested on TV for one short week in January

of 2009

• While it did not drive more sales than the Core credit offering, it still

performed well

0.002% response Rate

1.47% conversion Rate (higher conversion than credit offering)

With stronger messaging, ID Patrol could prove to generate high

awareness and reach through TV

44

DRTV Objectives

With the creation of a new storefront – a microsite that will solely

emphasize the need for “total identity protection”, BKV recommends

using TV to:

Drive awareness for this new sub-brand

• Potential to create halo traffic for Equifax.com

Drive new customers / sales to the IDPatrol.com website

Reach new audiences; steal share from some of the other ID

protection companies

Support other ID Patrol ad programs

45

DRTV Strategy

Campaign flighted for Q2 and Q3

• Allows time for new commercial production and to maximize exposure for

Equifax into Q3 (when all other TV is off)

Initially test spot lengths and offer in 10-12 local spot markets

Test a variety of affiliates and dayparts

Test market sizes

Apply learning from test to rollout strategy for the remainder of Q2

and into Q3

• If :120s are the winner, deploy spot market strategy, similar to tactics

deployed for DebtWise.com

• Supplement local market :120s with :60s, :30s on National Cable

46

Tactical Overview: DRTV

Annual Budget

$4,500,000

Flight Dates

4/05/10-4/25/10 Testing (3 weeks)

5/3/10-6/13/10 (5 weeks)

7/5/10-8/15/10 Rollout (5 weeks)

Geography

CPM efficient markets for :60s and :120s for the

testing period.

National support with :30s, :60s with national cable

for rollout

Possible local market support with :120s,

dependant on testing results

47

Tactical Overview: Local Spot Test

Utilize local buy only for initial test flight

4/05/10-4/25/10 Testing (3 weeks)

Commercial length

60% :60 spots

40% :120 spots

Dayparts

EM – 10%

DT – 25%

EF – 20%

PA/Prime – 15%

LN/LF – 15%

Weekends – 15%

• Market Sizes and Affiliates: test a mixture of both

48

Biggest factor – trying

to glean spot length

for this new product

positioning

Tactical Overview: Rollout

Rollout strategy to be :30s, :60s and/or :120s based on results from

testing

Flight Dates

5/3/10-6/13/10

7/5/10-8/15/10

Commercial length: Dependent on results from testing

60% :30 spots

30% :60 spots

:120s to be added at local level based on results (~10%)

49

Tactical Overview: Rollout National Cable

National Cable including the following networks

TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN,

Lifetime and others

These are networks that index well (and are efficient) with our target audience –

Protectors

Employ a mixture of :30s and :60s

50





Tactical Overview: Rollout Local Spot

If we see that the :120s (from the initial test phase) are most

responsive and cost-efficient, we’d employ a strategy that includes

Local Spot

Mixture of Local Spot, supported by the National Cable awareness

Similar to what’s being used for Sept09 Debt Wise (TV), with the notion that

:120s are harder to clear in National Cable

Market selection to be based on efficiencies seen in test flight

51

DRTV Media Summary

Communication Goals:

• Flight 1: (initial test + first roll-out)

Reach: 65.5%

Frequency: 12.2

• Flight 2:

Reach: 60.5%

Frequency: 8.2

Budget

Q2: $2,319,000

Q3: $2,169,000

Total: $4,488,000

Targeted Impressions: 887,260,490

Target CPM: $5.06

52

Creative Strategy

Create brand new spot

• Under the new ID Patrol brand guidelines – “Total Protection Made

Simple”

• Advertising hooks (to be presented 10/9/09)

Include TFN on all spots

• Helps elicit more responses and allows for better media read


Include credit card images on art card, to help filter out those without

CCs

Integrate with other mediums to create a unified campaign

53

DRTV Media Flowchart

54

Radio

55

Radio Budget

56

Radio – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL

Spending (000) $861 $679 $1,540

Total Units 588 463 1,051

Sub Units 576 454 1,030

Trans Units 12 9 21

Cost Per Sale $1,465 $1,465 $1,465


Starts Q2

Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.

Radio History

BKV has used Radio in the past to help drive awareness and

incremental sales

• Tested Google Audio platform – not successful; lack of “control” over

placement of spots

• Tested Satellite Radio (XM) – limited success; drove a fair amount of

Lander visits, while providing extremely low CPMs (very efficient)

• Tested traditional DR-buy – more successful; allowing us to place spots in

more DR-responsive formats and dayparts

Radio should only be used in conjunction with TV (for awareness

and incrementality to other trackable mediums)

57

Radio Strategy

Utilize another mass reach medium to raise

awareness and generate sales of

IDPatrol.com

Deploy radio in conjunction with TV to

enhance overall reach and frequency within

target markets

Utilize auxiliary channels such as XM Radio

to capture Share of Voice from Equifax

competitors, such as LifeLock

58

Tactical Overview: Radio

Annual Budget

• $1,539,750

Flight Dates:

• 4/19/10 – 5/23/10 (5 weeks)

• 7/5/10 – 8/1/10 (4 weeks)

• Nine total flight weeks

• 75 GRPs per week

Geography:

• TBD

Commercial Length:

• 100% :60s

59

Tactical Overview: Radio

Formats:

• Will vary from market to market. Generally, formats that reach the

target demographic most efficiently: News/Talk, Sports, Adult

Contemporary, Country, Rock

Dayparts:

• Prime dayparts: Morning and Evening Drive Times, Midday

• Supplemented with Broad Rotations to enhance efficiency and improve

frequency

60

Tactical Overview: Satellite

In addition to local spot radio, XM Radio is a cost-effective

mechanism to reach the ID Patrol target audience

Total XM Audience: 19,000,000 subscribers

• 53% Male

• 43% Female

• 76% of users are homeowners

• 78% of listeners are married

Commercial Length:

• 100% :60s

61

Tactical Overview: Satellite

Flight Dates

• 4/12/10 – 6/6/10 (8 weeks)

• 7/5/10 – 8/15/10 (6 weeks)

• 14 total weeks

Formats:

• Primarily the News/Talk stations: CNN, FOX News, CNBC, Bloomberg

and ESPN

62

Radio Media Summary

Communication Goals

• Reach (within local markets) 55%

• Frequency (within local markets) 18.2

• Reach (XM) 82%

• Frequency (XM) 25+

Budget:

• Q2: $861,000

• Q3: $678,750

• Total: $1,539,750

Target Impressions: 232,726,692

Target CPM: $5.97

63

Creative Strategy

Create brand new spot; synergize with TV spot

• Under the new ID Patrol brand guidelines – “Total Protection Made

Simple”

• Test “Competitive Response” spot (dev. 10/09)

Test new offerings


• Simpler, more memorable CTA could help response with people “on the

go”

64

Radio Media Flowchart

65

In-Stream Radio

Run in-stream radio advertising to

support offline within spot markets

• Streaming is a “Clutter Free”

engagement experience that people

seek out based on content

Streaming radio spot before selected

radio allows listener to instantly

interact with Equifax

• Equifax banners will run alongside the

in-stream advertisement

Ability to optimize buy quickly during

offline flights

To measure success alongside offline

Unique URL’s will be used to

measure clicks & conversions

66

Direct Mail –

Acquisition

67

Direct Mail Acquisition Budget

68

Assumes 24% vs. 76% split in Sub and Trans sales.

Direct Mail – IDPatrol.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL

Spending (000) $200 $400 $400 $200 $1,200

Total Units 12,323 24,646 24,646 12,323 73,937

Sub Units 2,957 5,914 5,914 2,957 17,741

Trans Units 9,366 18,732 18,732 9,366 56,196

Cost Per Sale $16 $16 $16 $16 $16


Direct Mail Strategy

Develop a response model identifying those prospects most likely

to respond to ID Patrol

• Use actual responders / ID Patrol customers from 2009 initiatives

Continue to refine model, as responders from initial phases are

collected (niche audience)

Leverage concepts from TV, creating synergy for the year

Suggest mailing:

• March

• June

• August

• October

• Allows us to stagger DM within each quarter, with House mailings occurring at

beginning of quarter and Acquisition occurring at the end of the quarter

69

Paid Search

70

Paid Search Budget – ID Patrol

71

Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL

Spending $450 $580 $570 $400 $2,000

Total Units 2,813 4,462 4,750 4,000 16,024

Sub Units 2,531 4,015 4,275 3,600 14,422

Trans Units 281 446 475 400 1,602

Cost Per Sale $160 $130 $120 $100 $125


% of Sub 90% 90% 90% 90% 90%

Paid Search History

ID Patrol has always been a key component of

the paid search campaign

• Budget historically has been limited due to high

CPCs ($5 - $10)

• Very competitive category

• CPA/Sub goal of $50 is hard to meet

Offer and messaging in Paid Search has not

been very competitive

Little awareness for product

However, campaign has high percent

subscription unit sales (average is 90%)

72

Paid Search Strategy – ID Patrol

Support launch of new ID Patrol Brand and storefront

• Highlight new features and stronger messaging

Do not front-load media spend in Q1

• Higher allocations Q2 and Q3 when TV is running

Increase SOV levels against competitors with large budgets

• Specific competitors include: LifeLock.com and ProtectMyID.com

Manage CPA/Sub to $180-$150 range while building brand

awareness

• CPA/Sub should trend towards goal during latter portion of the year

73

Paid Search Tactics

As outlined within the Equifax.com plan, we’ll incorporate the

following tactics:

• Bing/MSN Restructure

• Social Chatter Monitoring

• Expand Reach w/ Ask.com and Advertise.com

• MSN Content

• Google Search Funnel

• Yahoo Search Retargeting

74

Paid Search Tactics

If the following tactics test well for Equifax.com, we’ll consider

testing in ID Patrol

• Dart Search Platform

• Yahoo RAIS

• Bing Cashback

• YouTube Promoted Video

• Mobile Search

• Google Content w/ FICO Overlay

• Attribution Models

Not tested until latter part of year (after data builds up)

75

Yahoo!

Utilize extended Title length within Yahoo during title and description

testing

Test Age/Demo Targeting due to older “ID Patrol” audience on Bing

and Yahoo

• Allows you to bid higher CPCs for searchers who match Protector

audience

76

Creative Testing

Develop landing page to match new brand image and messaging

Additional Tests:

• Product feature vs. product benefit focused copy

• Location of “Powered by Equifax”

• With or without price point

T&D Tests:

• Key product benefits

Auto Fraud Alert

$1Million Insurance – drive to Lander specific with $1M Insurance “Seal”

“Total Identity Production” and key hook for ID Patrol

77

Double Listing

Shift ID Patrol paid search traffic to IDPatrol.com/TBD

Stronger quality score

Helps build traffic for storefront

Utilize Equifax.com and IDPatrol.com for double-listing on brand

terms

Continue second listing on Equifax core and brand terms

Edge out competitors on side rail

78

Consumer Score Card

Promote free product as Pop-up

on paid search Lander as

alternate to identity theft message

Offer served to visitor when:

• Back button is hit before clicking

• Visitor clicks landing page close

button

Split serve pop-up offer with

Monitoring + Score product

79

Social Marketing

80

Social Media Strategy

ID Patrol social media strategy will cater to those seeking a deeper

understand of the ID Patrol product as well as specific information

regarding identity theft

Information in ID Patrol’s social media strategy will be:

• 85% identity theft focused

• 10% credit focused

• 5% debt focused

Focusing on identity theft related topics allows ID Patrol to stand out

as a consumer knowledge center. Allowing consumers to feel trust

and confidence in the new Brand

81

Debt Wise – Social Media Tactics by Goal

82


• Tactics

• Online Webinars

• Facebook

• Blogging

• Metrics



• Tactics

• Online Webinars

• Facebook



• Blogging

• Metrics



• CPM


• Tactics

• Online Webinars

• Facebook

• Live Chat

• Blogging

• Metrics



SEO

83

SEO Strategy

As a new URL, IDPatrol.com URL will need additional attention and

support for the search engine spiders to index all pages within the

storefront

Utilize SEO best practices to garner top organic listings for brand

and non-brand terms

• Optimize title tag, meta description and relevant keywords within all

pages of ID Patrol storefront

• Link building strategies to generate authority for the site and additional

rankings

Leverage Social media – blogs, Facebook


website traffic

84

85

Questions

Bkv 2010 plan master 10.7.9 - part3

Marketing

seo social media

seo learningsin

specific seo tactics

equifax products

seo link buildingseoworks

social media tactics

new content

search engines