26 2019 Creative Strategic Approach Continue to position Cambridge Trust as a trusted and qualified private bank by s ignificantly increasing awareness among clients and prospects Define private banking in a relevant and approachable way ID: 781744
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Slide1
2019 Campaign Overview
February
26,
2019
Slide2Creative Strategic Approach
Continue to position Cambridge Trust as a trusted and qualified private bank by
s
ignificantly increasing awareness among clients and prospects Define private banking in a relevant and approachable wayGive relevant meaning to the value of trust in a financial relationshipLeverage the innovative spirit of Cambridge to support Cambridge Trust
2/25/2019
2
Slide3Media Strategic Approach
Create an integrated campaign (TV, Radio, Digital, SEM:
launching
3/4) that will build off the 2018 campaign and create an immediate, elevated impact to continue generating awareness for CT as a capable + trusted private bankUtilize an upper funnel focus for greater brand awareness, interest, and consideration while leveraging lower funnel tactics for accountability + resultsContinue to create an immediate and elevated impact by front-loading media in Q1 + Q2 of 2019
Increasing the frequency in which our audience sees Cambridge Trust and find where they are in their everyday lives Wealth creators are busy individuals, so the aim is to seamlessly integrate into their
routines
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3
Slide4Campaign Objectives
Increase Brand Consideration Among Wealth Creators/HNW Individuals
We’ll
continue to establish brand consideration and awareness by targeting busy wealth creators and business owners through high frequency placements, which will allow CT to integrate into their daily lives and position themselves as a leader in the market
We’ll also reach Kendall Square and Belmont audiences more directly through digital channels
Align Brand With Trusted
Content Sources
Brand alignment will be with focused with trusted content sources such as:
early morning and late news placements, Bloomberg,
WBZ, etc
.
which will position Cambridge Trust as a qualified leader in the market
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4
Slide5Media Overview
TV: increase
reach/frequency with the incorporation of 15s spots from 2018
9 weeks Early morning, early news, late news, prime/sportsFrequency: 4.7 (excluding added value)RADIO: increase reach and frequency with the incorporation of 15s
spots from 201811 weeksWBZ + Bloomberg
Frequency: 15.3
PROGRAMMATIC DIGITAL DISPLAY:
utilize a partnership with Dstillery, allowing us to reach our audience more efficiently + drive users further into the site
Programmatic allows us to reach our audience efficiently + run across a multitude of sites through one partner that has strong targeting capabilities, ensuring the ads are being seen by our targets
SEARCH (Google): continue
to drive qualified website users + build up share of voice
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5
Slide62019 Media Allocation
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6
The
largest investment is in TV, with 54% of the allocation: TV is the single, greatest awareness vehicle and provides Cambridge Trust with a strong platform to create brand recognition and strategically lead the category in channels that allow for stronger share of voice
Radio helps CT be seen as a partner of trusted content sources, whereas digital + SEM will continue to help efficiently identify and target our desired audiences
Slide7TV Programming2/25/2019
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Slide8Weekly TV Programming View
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8
Slide9TV + Radio Creative: 15s + 30s
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Innovators
Who do you trust?
Slide10Digital Creative2/25/2019
10
Slide11Campaign Timing: 3/4 Launch
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