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2018 MarketingProposal
A detailed plan to increase leads and sale for Pioneer Heating & Air in 2018!
Prepared for: Mike ConleyPrepared by: Erin Massman, Cassie Alsup & Kelsey Gresham
Key Marketing Challenge
Increase sales and service leads for 2018
Gauging success by increase in site traffic, call volume, online
forms, and sales
Consumer
Purchase Funnel
The Scripps Targeted Network has the
advantage of reaching potential customers
at different points of the buying cycle, with
the ability to reach them on all devices!
Tactics Radio/Endorsement Campaign
Keyword/Contextual Targeting
Video PreRoll
Site Retargeting
SEM
What do the tactics do?These were chosen specifically for your marketing strategy:
KEYWORD TARGETING
Target users across the network
when specific keywords reside
within content.
HVAC Knoxville, HVAC repair,
ac service, ac installation, ac
service company, buy ac, etc
VIDEO PREROLL
Show your video ad to a targeted
group of users while they brose
videos online. Only pay when
your entire video is viewed or
click on.
With video remarketing, we
can serve display ads to
individuals after they’ve seen
your preroll.
SITE RETARGETING
Serve ads across the network to
users who have visited your site.
If someone has already
visited your site, you want to
remind them to come back.
How to reach your goalUsing the several targeting strategies discussed, we will observe which targeting
tactics are driving the most response from potential customers, and shift impressions
as needed to ensure we are reaching the right audience, and getting you the best
response possible.
Marketing Suggestion792 – 1584 Display Clicks / mo
3333 – 4000 YouTube Views / mo
$4,167 per month
MONTHS*: _________ TOTAL INVESTMENT: _____________ SIGNATURE: X________________________________
*MINIMUM REQUIREMENT OF 3 MONTHS | 30-DAY CANCELLATION POLICY IN EFFECT FOR ALL DIGITAL ORDERS
How Does Radio Work?TWO TYPES OF RADIO CAMPAIGNS
A: Image Building or TOMA (top of mind awareness) - “LONG TERM” – LOW RISK
B: Immediate Response – “SHORT TERM” – HIGH RISK
A: IMAGE BUILDING OR TOMA
EXAMPLE OF HOW TO READ THE CHART:
If your business runs a great commercial (blue shaded area) you can receive a wow!
response in approximately 39 weeks (where 39 and wow! Dotted lines meet in blue
shaded area).
* Most people who want to “test” radio, “chicken out” before it had a chance to work.
B: IMMEDIATE RESPONSEImmediate response advertising is what most people want to purchase. “I want results right now!”
3 ingredients MUST be present in the short term advertising recipe for success:
1) HIGH FREQUENCY (“Lots of commercials”)2) A LEGITIMATE OFFER (Not 10% off, Not free Bic lighter with every test drive)3) SENSE OF URGENCY (only offer it for a short period of time)
Q100.3 Weekly Schedule
Daypart Mon Tues Wed Thurs Fri Sat Sun6a-10a 1 1 1 1 16a-7p 1 2 2 2 13p-7p 1 1 1 1 1
5a-12m 5x12m-12m 5x
9a-7p 3x 3x
• (34X) :60 SECOND COMMERCIALS + 8,000 STREAMING IMPRESSIONS
• WEEKLY INVESTMENT: $1,175 NET
By running the above schedule 2-weeks per month Pioneer Heating & Air will reach 141,400 A25-64 on average 4.8 times along with 16,000 streaming
impressions on www.q100country.com.*Number of weeks may vary depending on weather & seasonality
Q100.3“On the Street”
Sponsorship 2018
Next Steps
Budget•Confirm Budget Range and Scripps to provide recommendation options.
Campaign•Confirm focus of campaign & success metrics
Creative
•Work on creative approvals / landing pages / etc.•Implement pixels if needed
Launch•Launch, Learn, Optimize, Report
Thank you for the opportunity!We look forward to bringing you new customers through our targeted
marketing plan.