CFS - Further opportunities

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Brand CampaignOther Opportunities

18th March’09

Options to use £180k budget

1. Outdoor 1a. Current plan 1b. Investing in long dwell time media to embellish the CFS story

on posters

2. Press– Coverwraps – amplify campaign impact and articulate the

statement of intent

3. Radio– Advertorials to provide more info about CFS and the

opportunities through the voice of the station

Option 1a: Current Outdoor plan

• We cannot measure the C&F of regional sites, but we will look to buy prominent sites in key cities and arterial routes

• Underground 6 sheets are by far the best way to target a London audience with high frequency reaching 24% of ITV London 42 times

Getting the best out of outdoor• Need to adapt the

creative to be more 48 sheet friendly

• Important to make Outdoor simplistic, there isn’t a great deal of time to dwell on the road

Too small & will be lost

Current communication lay out

exposure

ver tim

Association

involvementimpact

More impact over time as C&F builds

• Involvement lacking in current non-online plan

• Need to explain what we are shouting about, make it relevant - don’t just assume it will be48s do have impact, but

regional will overall have less nationally

Regionaloutdoor

• Radio and press will Breakthrough by way of cover & frequency building over time

• Regional outdoor provides exposure, but impact is limited to city centres• There is room for improvement involving the consumer

Communication lay out

• We have reached our goals in terms of breakthrough and activate

• We now need to make the campaign less push and more pull

“Don’t just shout … make it relevant, what’s in it for me?”

Engage the audience

• Any communication from a bank will come up against resistance and potential avoidance

• We need to appeal to our audience through interesting and creative ways

Option 1b: Long dwell time media• Cross Track and Ad rail large format provide perfect platforms to tell a

story• More involvement with the audience• Provide a taster of what there is online to find out more at

goodwithmoney.co.uk• Average dwell time 3-7 mins

Utilise format to tell us more

Impact & involvement

Dwell time media – 2 x optionsOption 1• Invest in high traffic train stations with London & SE adrail

48sheets & London Underground 6 sheets• Use residual budget to tactically target around Manchester with 48

sheets

Option 2• Invest nationally in adrail 48 sheets and London underground 6

sheets • Look to take extra budget from press reserve and reduce activity

period with new launch date now later

Does not include underground Cross track 48 sheets

Communication with dwell time media

Over tim

Association

involvementimpact

exposure

More impact over time as C&F

builds

National ad rail 48s

Large format impactLong dwell time provides a chance for longer sell/story building

National Metro1,336,494 circulation

nationallyRegions:LondonN.EastScotlandN.WestMidlandsYorkshireE.MidlandsS.WestLiverpoolCardiff

Option 2: Metro & London Lite coverwraps

• Reaching high proportion of Golden Boys and True Blues in London and also Redbricks across the regions with Metro

London Lite401250 circulation in

London

What will a coverwrap offer?

Breakthrough• Impact

– Initial awareness gained through stand out - cannot be missed when picked up

Connect• Involvement

– Best opportunity to provide more information on brand credentials and products

– Drive traffic to GWM site

• 4 pages of presence to talk to your consumers

• Opportunity for multiple executions

Good Examples: Watchmen film release

IFC IBC

Front coverBack cover• Film release campaign required talked about media

• The coverwrap has encompassed this with good use of the medium with long copy as well as standout

Good Examples: Diabetes UK

67% of London Urbanites remember seeing the

coverwrap when prompted (equates to 532, 650 London

Urbanites)

86% of those aware of it looked at it to some extent

Driven by women (90%

looked at it vs 82% of men)

Communication with coverwraps

exposure

Over tim

Association

involvementimpact

builds

Coverwraps gives impact and involvement in one hit!

Option 3: “A minute with the masters”

• 60” advertorials every week for 10 weeks

• Provide opportunity to communicate more detailed product messages in a highly engaging way and in the tone of Classic FM

• Advertorials will direct listeners online to classicfm.com to find out more and enter competition

• Station endorsed advertorials – exploit Classic’s credentials

Example advertorial Scripts• Read in a light hearted and chatty pace

• Bed- Vivaldi • Top- ‘A minute with the Masters, brought to you by co-op Finance - Good With

Money’• Ancr- Cleverly nicknamed ‘the red headed priest’ because he had red • Hair and was a priest, Antonio Lucio Vivaldi was perhaps best • remembered for his baroque piece entitled The FOUR SEASONS.•• Sadly Vivaldi’s music fell out of favour. Leaving him poor and alone with • irony of his situation, ‘the writer of The Four Seasons wasn’t prepared • for a rainy day- let alone the money to save for one.

• Thankfully co-op finance is good with money. And offers customers • A range of banking products like the ‘Privilege current Account’ • Save over £500 a year and enjoy a range of banking and lifestyle • Benefits. Handy in case you go baroque. • To find out how the how the co-op can be good with your money go online.• classicfm.com/good*

Online presence

Offer• Feature page - containing further information on CFS and a

competition entry form (data capture for warm DM)

• Link to CFS GWM site - from the feature page

• Homepage presence - Be part of the new look website to launch 30th March’09 with 2 weeks CFS presence on Home page

Prize (inc. in cost)• Macbook complete with financial software • Prize Includes:• 1x MacBook Pro: 15-inch 2.4GHz

1x Quickbooks Pro 2009 Financial Software For Mac

New website to launch 30th March• Classic FM currently receives

750,000 homepage impressions per month

• Classicfm.com mirrors the feel and mood of on air, giving users engaging music and lifestyle

• content– This can be anything from events

to attend and places of interest, to tips on how to get the most from your garden

New website launch 30th March

Communication with Classic FM advertorials

Over tim

Association

involvementimpact

exposure

builds

High involvement being station endorsed (association) and competition lead driving traffic online to find out more

Summary of Options

1. Outdoor 1a. Current plan - UG 6 sheet & regional 48 sheets £180k1b. Adrail 48 sheets & UG 6 sheet £220k (taking investment

out of press)

2. Press £630k total press– Coverwraps

• Radio £178k – On air Minute with the Masters advertorials, online presence &

competition

CFS - Further opportunities

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