Facebook Media Reco

Taubman / Facebook Media

facebook ads / objectives

For Taubman, we’ve outlined the following two objectives for theFacebook media fan acquisition campaign:

• Build awareness of the Facebook pages for the four test centers• Beverly Center• Twelve Oaks Mall• Partridge Creek• Dolphin Mall

• Drive fan acquisition by promoting special offers, events, sales, etc.within the ad units

facebook ads / execution

To meet these goals and to align with the overall content strategy, werecommend executing:

• Self-managed CPC campaign, to be managed directly throughFacebook by Studiocom

• Utilize Facebook Geo and Behavioral targeting options to maximizerelevancy and efficiency

• Drive fan acquisition with Facebook “Like” Ads

• Set budget-allocation for each center with option to optimize spendas the campaign matures

execution / targeting

Facebook allows for customized Geo, demographic, and behavioraltargeting. These capabilities will enable us to ensure that our message isdelivered to the targets we have identified in the most efficient andrelevant manner for fan acquisition for these four Taubman properties.

Geo-TargetingA 25- or 50-mile radius ofthe mall’s city

BehavioralMall type

DemographicWomen

18 and over

facebook ads / creative approach

To align our targeting options with creative we are recommending thefollowing:

• Two creative concepts for each center• One Geo focused and one Behavioral focused

• The Behavioral concept will be tailored to the desired Taubmancenter target, i.e. Beverly Center will skew towards affluence whileDolphin Mall will lean towards value

• The Geo concept will focus on max reach in proximity to the centerlocation

• We recommend this buy to run for a period of four weeks

execution / “Like” Ads

We recommend using Facebook’s “Like” Ads to meet our objectives.These ads have a standard title, customizable text and image while alsoincluding calls-to-action to “Like” the Page and tell the user which of herfriends also “Like” the page.

• The content of the these ads will focus on current marketing eventsat the test centers with the goal to:• Drive traffic to the Center Facebook page• In-center visits• Relate to the larger content

strategy

Sample Facebook “Like” ad

facebook ads / estimated media budget allocation

Center Geo-Target BehavioralEstimatedReach

EstimatedCPC

EstimatedClicks Estimated Costs

Beverly Center Los Angeles Affluence 700,000 $0.75 8,500 $6,375.00

Partridge CreekClintonTownship Outdoor 590,000 $0.90 7,000 $6,300.00

Dolphin Mall Miami Value 675,000 $0.85 7,250 $6,162.50

Twelve Oaks Mall Novi Family 670,000 $0.85 7,250 $6,162.50

2,635,000 $0.83 30,000 $25,000.00

facebook ads / timeline and next steps

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 percenter, on 12/16

Studiocom to execute buy according to plan, with approvedcreative, on 12/19 to run until 1/15

Studiocom to deliver mid-campaign and final reports on mediabuy

Thank you