Clinton Martin

HW#11.Campaign&Creative.Brief Clinton Martin Section 1: Campaign Brief: (What is the name of the brand or organization, value proposition, and industry sector?) BRAND + INDUSTRY Brand: Hunter’s NYC- Custom Tourism and Relocation. Hunter’s NYC offers a personalized touch to both tourists and people moving to New York City. Our Executive Landing service partners with VIP relocation services to fill in gaps needed by the client. Many of these services help clients find homes and schools to support the family, but Hunter goes the extra mile and helps clients acclimate to their new town without getting caught by expensive tourist traps and retail. We provide this service to incoming college students as well coming to NYC for school, and people traveling on a budget. Industry: Tourism, Hospitality, Corporate Services, Travel (What is this campaign working to achieve or support for the business?) OBJECTIVE(S) CAMPAIGN TYPE -We want to create the category of “Executive Landing” as a service, and increase our website traffic by 300% by the end of Q2, 2022. -We also want to become a household name among tourists and locals. Display (Which campaign goal will you select? Sales, leads, website traffic, product and brand consideration, brand awareness and reach, or app promotion.) GOOGLE ADS CAMPAIGN GOAL KPIs -Brand awareness -Increase website traffic from launch, -Increase # of clients, -Develop an impressive NPS score (How will you evaluate progress or achievement of the goal(s)? CTR, CVR, CPA, AOV, LTV, VTC, visits, impressions, downloads, form completions, etc.) -CTR, impressions, form completions/bookings, # of new clients (Where are the customers you plan to target?) Students- Targeting begins broad, but domestic to the US., and excludes the NYC geographic area. Later on, we target NYC schools bringing in Out-Of-State, and international students. Google, LinkedIn, Facebook, Quora LOCATION TARGETING Executives/VIPs- Targeting begins narrow, looking for global companies with NYC offices. Our ads bring visitors to our Executive Landing service. We later broaden to global companies beginning with English-speaking countries. Google, LinkedIn, Facebook Tourists- Targeting begins broad but is domestic to the US. As the company sees more success, targeting internationally will begin as business allows. Google, LinkedIn, Facebook, Twitter *With the exception of executives, targeting segments exclude the NYC area, as it would be wasteful ad spend BUDGET $10,000 FLIGHT LENGTH 45 days- Seasonal -All of July into August- the rationale being our targets will be planning around school semesters, and we would get the most traffic from people relocating themselves or their families/children before school begins. -Future campaigns may target other semesters, but have less potential for opening campaigns DAILY BUDGET (How will you distribute your budget across the campaign flight length?) $10K/45 days = $222/day, rounded down to stay below budget (Include a blocklist of at least five websites that might negatively affect your brand’s reputation.) BRAND SAFETY CONSIDERATIONS -https://www.newyorkwelcome.net/ -https://realnewyorktours.com/ -https://www.customandprivate.com/ -https://www.harlemheritage.com/ AUDIENCE TARGETING PLACEMENT AND TOPIC RECOMMENDATION S (Who are you marketing to? Include a combination of demographic and either interest or intent-based audiences.) -Men and women; 30-50 years old; travelers who like bespoke, exclusive-feeling experiences. These include business leaders, graduate students, and people with college-ready children. (Are there specific websites, videos, or apps where you want your ads to appear? Do you want to target webpages, apps, and videos about a specific subject?) -NYC College and University websites -Facebook stories campaign, videos filmed by RayBan Stories brand video glasses -Global industry circles on LinkedIn Section 2: Creative Brief (What is this campaign working to achieve?) OBJECTIVE(S) -We want to create the category of “Executive Landing” as a service, and increase our website traffic by 300% by the end of Q2, 2022. -We also want to become a household name among tourists and locals. (What are the key details about your company and the product/service you are promoting in this campaign?) CAMPAIGN SUMMARY TARGET AUDIENCE -Hunter’s NYC offers a personalized touch to both tourists and people moving to New York City. (Who are we trying to reach? Please include demographic and psychographic information such as personality traits, beliefs, values, attitudes, interests, lifestyles, and other factors. Distinguish among segments if this campaign is targeting more than one.) -Men and women; 30-50 years old; travelers who like bespoke, exclusive-feeling experiences. These include business leaders, graduate students, and people with college-ready children. (What is the overarching tone and style of the campaign?) ATTITUDE Exclusivity, under-the-radar deals, insider expertise, bespoke travel (What is the key message audiences should take away?) MESSAGING -Save money in NYC, unlike typical tourists and those new here. (How many assets are needed? In what format are they needed (video/image/HTML5/Gif)? What specs should each asset adhere to? (Reference IAB and YouTube guidelines for aspect ratio, file size, and audio.) What copy should be included on each asset?) DELIVERABLES 1- Facebook stories video ads- shot by RayBanStories glasses ● File size: Max 4GB ● Resolution: 1184x1184px@30fps ● Headline: Scout Your College Life ● Headline 2: in style! With Ray-Ban Stories ● CTA: Something To Write Home About! 2- Facebook stories video ads- shot by RayBanStories glasses ● File size: Max 4GB ● Resolution: 1184x1184px@30fps ● Headline: Give Your School Friends FOMO! ● Headline 2: using Ray-Ban Stories ● CTA: Tell Your Own Story! 3- Google Display Ads ● File size: 5MB ● Resolution: 1280 by 1024 ● Headline: College Planning… ● Headline 2: Goes Beyond The School ● CTA: Book A Call Now! 4- Google Display Ads ● File size: 5MB ● Resolution: 1280 by 1024 ● Headline: School Abroad Is Challenging… ● Headline 2: without local support ● CTA: Get The Inside Scoop! 5- LinkedIn paid ads ● File size: 5MB ● Resolution:1200 x 628 pixels ● Headline: Relocate to NYC Smoothly ● Headline 2: with our Executive Landing service ● CTA: Sign Up 6- LinkedIn paid ads ● File size: 5MB ● Resolution:1200 x 628 pixels ● Headline: Send Your Student To NYC ● Headline 2: with trusted local guides ● CTA: Learn More (What kind of imagery should you include or consider for inspiration? What branding elements, such as logos, should you include?) VISUAL CONSIDERATIONS - Local images of NYC that are NOT cliched, commercial, or overly crowded by people. -Happy, comfortable people, who are studying, commuting, and enjoying time off. Section 3: LeatherINC Campaign Analysis (Refer to this spreadsheet.) KPIs Analyze the data and identify the campaign’s KPIs -Conversions -Cost per Conversion -Clicks -Impressions -CTR -Avg. CPC -Conversion Rate Determine which ad groups are performing above or below average. -Above Avg PERFORMANCE LeathrINC_Briefcase_Conversions_Women35-44, head and shoulders above the rest at 4% by Conversion Rate /or/ LeathrINC_Briefcase_Conversions_Men35-44, by Impressions at 535477 -Below Avg LeathrINC_Briefcase_Conversions_Women25-34, with 0% Conversion Rate AND 5207 Impressions Share four takeaways/learnings from the data. TAKEAWAYS 1- The product excels with Men, aged 25-34 2- The product falls short with Women, aged 25-34 3- The product excels with Men, aged 35-44 4- The product falls short with Women, aged 35-44 Make four recommendations for how to optimize the campaign. 1-Maintain Men 25-34 flights, reevaluate budget for further investment after enacting recommendations 3&4 OPTIMIZATIONS 2-Maintain Men 35-44 flights, reevaluate budget for further investment after enacting recommendations 3&4 3-Limit campaign flight timing of Women 25-34 to Holiday campaigns like Father’s Day and Winter Holiday Season campaigns 4-Limit campaign flight timing of Women 35-44 to Holiday campaigns like Father’s Day and Winter Holiday Season campaigns Bonus Name the artist(s) and song that inspired the title of this homework assignment. NAME THAT ARTIST Play On Playa- Nas No Diggity- Blackstreet & Dr. Dre