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.