Is Retirement Still Possible? June 1, 2009 Jean Setzfand Director, Financial Security AARP.
AARP Financial Marketing Plan
description
Transcript of AARP Financial Marketing Plan
![Page 1: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/1.jpg)
06/09/2006Confidential — Do Not Distribute
AARP Financial Marketing PlanAchieving our social and financial mission
DRAFT
![Page 2: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/2.jpg)
06/09/2006 • Confidential — Do Not Distribute 2
Overview
Achieving our social and financial mission 2
The “Do More Than Dream” Tour 4
Why it works 6
Tour communication plan 7
The media mix 20
How much it will cost 30
![Page 3: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/3.jpg)
06/09/2006 • Confidential — Do Not Distribute 3
Achieving our social andfinancial mission
• Helping Americans save more for retirement
• Demonstrating AARP Financial’s new vision for the American investor
• Engaging AARP members and prospective members
• Involving the entire AARP organization
• Building assets in the AARP Funds
• Targeted rollout allows for ramp-up from pilot tonational marketing
Demonstrating our
commitment to helping
members and investors
create a more secure
financial future.
![Page 4: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/4.jpg)
06/09/2006 • Confidential — Do Not Distribute 4
A region-by-region national rollout
• A grassroots approach that brings your messageto the mass market
• Supported by a major internal launch event
• Integration of advertising, public relations, Internet and direct mail delivers synergies and increases effectiveness
• Great opportunity to involve local state offices, volunteers and AARP Outreach Group
• Regional marketing allows for media testing and cost management
• National campaign overlay simultaneously increases awareness among target AARP members
Market-by-market media and
direct response campaigns
tied to local events
![Page 5: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/5.jpg)
06/09/2006 • Confidential — Do Not Distribute 5
The “Do More Than Dream” Tour
• A unique advocacy and educational initiative in key regional markets
• A grassroots approach that brings our message to the mass market
• Creating opportunities to increase response rates to our direct marketing efforts
Dreaming alone can’t get
you to your goals. To build
a secure financial future, you
must do more — especially
when you’re over 50.
![Page 6: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/6.jpg)
06/09/2006 • Confidential — Do Not Distribute 6
Why a tour?
“Recent studies show that passive educational tools that
rely on print media, newsletters and brochures generally
work only modestly well to increase savings, while high-
touch educational efforts, seminars and one-on-one
phone and in-person counseling have been effective.”
ANNAMARIA LUSARDI
Pension Research CouncilThe Wharton School
![Page 7: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/7.jpg)
06/09/2006 • Confidential — Do Not Distribute 7
Why it works
• Reaches out to our audience
• Targets key demographic areas
• Increases potential for free press and strongpublic relations
• Flexible, cost effective, exciting
• Generates excitement and word-of-mouth buzz
The tour creates opportunities
to fulfill our social and
financial mission.
![Page 8: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/8.jpg)
06/09/2006 • Confidential — Do Not Distribute 8
Tour communications plan
• Tour events and seminars in prominent locations (e.g., Home Depot or mall parking lots)
• One-month local media saturation (TV, radio, newspaper, billboards)
• Regional direct mail and email campaigns timed totour events
• Public relations initiatives to generate local press coverage
• “Do More Than Dream” microsite featuring tour blog
• Multiple opportunities to invest (on-site, direct mail, direct-response print/TV/radio, online, call center)
• Tour kickoff event in DC for national press coverage
• Tailor events to local audiences
The tour is scheduled to
run from September
to mid November 2006.
![Page 9: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/9.jpg)
06/09/2006 • Confidential — Do Not Distribute 9
Tour route selection criteria
Rollout markets were selected on the following criteria:
• A minimum of 0.5% of U.S. households (551,000 per market)
– This allows for a big enough sample base for meaningful measurement projections
• Adults 50–64 make up a minimum of 20.7% of the market’s population*
– This equates to a 93 index versus the average U.S. market (22.4% of the U.S. adult 18+ populationis aged 50–64)
• Adults 50+ make up a minimum of 39.4% of the market’s population**
– This equates to a 101 index versus the average U.S. market (39.% of the U.S. adult 18+ populationis aged 50+)
• Active AARP members by selected states make up a minimum of 0.67% of the entire 22 million AARP households
For the purposes of this document we have provided prototype media plan costs for two sizes of markets
• Large markets (1.4% of U.S. households or more)
• Midsize markets (0.7–1.3% of U.S. households)
* Demographic definitions as per AC Nielsen. Does not include St. Louis, MO.**Does not include Anaheim, CA
![Page 10: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/10.jpg)
06/09/2006 • Confidential — Do Not Distribute 10
Top marketsAdults 50–64
In selecting large and midsize markets, the tour routes focus on strong concentrations of both age segments, adults 50–64 and 50+.
Composition Composition Index
DMA Name Total HH % of US Adults 18+ Adults 50-64 Adults 50-64 (vs. Avg. US)
Knoxville 507,300 0.5% 928,507 226,306 24.4% 109
Albany-Schenectady-Troy 550,400 0.5% 998,648 242,230 24.3% 109
Richmond-Petersburg 519,000 0.5% 961,346 231,594 24.1% 108
Greenvll-Spart-Ashevll-And 820,600 0.7% 1,503,032 360,702 24.0% 108
Charleston-Huntington 503,900 0.5% 926,768 222,395 24.0% 108
Albuquerque-Santa Fe 662,100 0.6% 1,214,824 288,714 23.8% 106
Portland, OR 1,111,500 1.0% 2,075,610 493,260 23.8% 106
Hartford & New Haven 1,014,900 0.9% 1,892,018 448,165 23.7% 106
Dayton 517,100 0.5% 944,223 223,480 23.7% 106
Baltimore 1,095,800 1.0% 2,067,591 489,097 23.7% 106
Harrisburg-Lncstr-Leb-York 654,100 0.6% 1,226,863 289,652 23.6% 106
Seattle-Tacoma 1,746,900 1.6% 3,216,739 758,284 23.6% 106
Washington, DC (Hagrstwn) 2,260,300 2.0% 4,352,760 1,025,923 23.6% 106
Wilkes Barre-Scranton 599,300 0.5% 1,120,003 263,095 23.5% 105
Tulsa 513,400 0.5% 941,815 220,788 23.4% 105
Cleveland 1,563,300 1.4% 2,881,997 673,025 23.4% 105
Pittsburgh 1,189,000 1.1% 2,187,600 510,481 23.3% 105
Greensboro-H.Point-W.Salem 653,500 0.6% 1,205,558 280,785 23.3% 104
Louisville 632,600 0.6% 1,160,731 269,125 23.2% 104
Little Rock-Pine Bluff 533,400 0.5% 970,769 224,462 23.1% 104
Mobile-Pensacola (Ft Walt) 505,200 0.5% 938,202 216,063 23.0% 103
Jacksonville, Brunswick 608,100 0.6% 1,136,995 261,643 23.0% 103
Buffalo 655,500 0.6% 1,205,133 277,191 23.0% 103
Birmingham (Ann,Tusc) 707,000 0.6% 1,301,180 299,184 23.0% 103
San Francisco-Oak-San Jose 2,533,800 2.3% 5,140,001 1,175,973 22.9% 103
Las Vegas 611,400 0.6% 1,205,467 274,982 22.8% 102
Denver 1,437,000 1.3% 2,683,440 610,325 22.7% 102
New Orleans 674,500 0.6% 1,282,928 291,150 22.7% 102
Boston (Manchester) 2,424,800 2.2% 4,615,898 1,047,445 22.7% 102
Detroit 1,942,400 1.8% 3,676,507 833,603 22.7% 102
Philadelphia 2,908,000 2.6% 5,590,044 1,267,076 22.7% 102
Charlotte 1,000,500 0.9% 1,881,140 425,334 22.6% 101
![Page 11: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/11.jpg)
06/09/2006 • Confidential — Do Not Distribute 11
Top marketsAdults 50+
In selecting large and midsize markets, the tour routes focus on strong concentrations of both age segments, adults 50–64 and 50+.
Composition Composition Index
DMA Name Total HH % of US Adults 18+ Adults 50+ Adults 50+ (vs. Avg. US)
West Palm Beach-Ft. Pierce 721,600 0.7% 1,332,192 692,705 52.0% 133
Tampa-St. Pete (Sarasota) 1,667,100 1.5% 3,037,343 1,502,898 49.5% 127
Wilkes Barre-Scranton 599,300 0.5% 1,120,003 511,339 45.7% 117
Pittsburgh 1,189,000 1.1% 2,187,600 985,578 45.1% 115
Orlando-Daytona Bch-Melbrn 1,281,000 1.2% 2,434,578 1,073,632 44.1% 113
Albany-Schenectady-Troy 550,400 0.5% 998,648 433,826 43.4% 111
Buffalo 655,500 0.6% 1,205,133 518,638 43.0% 110
Charleston-Huntington 503,900 0.5% 926,768 398,770 43.0% 110
Greenvll-Spart-Ashevll-And 820,600 0.7% 1,503,032 646,469 43.0% 110
Knoxville 507,300 0.5% 928,507 396,704 42.7% 109
Cleveland 1,563,300 1.4% 2,881,997 1,211,295 42.0% 108
Harrisburg-Lncstr-Leb-York 654,100 0.6% 1,226,863 515,345 42.0% 107
Dayton 517,100 0.5% 944,223 395,800 41.9% 107
Little Rock-Pine Bluff 533,400 0.5% 970,769 404,857 41.7% 107
Hartford & New Haven 1,014,900 0.9% 1,892,018 788,476 41.7% 107
Tulsa 513,400 0.5% 941,815 390,966 41.5% 106
Mobile-Pensacola (Ft Walt) 505,200 0.5% 938,202 381,836 40.7% 104
Miami-Ft. Lauderdale 1,536,900 1.4% 3,132,891 1,273,239 40.6% 104
Providence-New Bedford 641,700 0.6% 1,206,796 489,326 40.5% 104
Richmond-Petersburg 519,000 0.5% 961,346 389,614 40.5% 104
Birmingham (Ann,Tusc) 707,000 0.6% 1,301,180 527,146 40.5% 104
Philadelphia 2,908,000 2.6% 5,590,044 2,261,653 40.5% 104
Greensboro-H.Point-W.Salem 653,500 0.6% 1,205,558 486,623 40.4% 103
Albuquerque-Santa Fe 662,100 0.6% 1,214,824 489,361 40.3% 103
St. Louis 1,217,300 1.1% 2,259,368 901,750 39.9% 102
Baltimore 1,095,800 1.0% 2,067,591 824,092 39.9% 102
Louisville 632,600 0.6% 1,160,731 460,652 39.7% 102
Phoenix 1,599,500 1.4% 3,097,357 1,220,066 39.4% 101
Boston (Manchester) 2,424,800 2.2% 4,615,898 1,817,078 39.4% 101
Oklahoma City 656,400 0.6% 1,199,018 470,888 39.3% 100
Portland, OR 1,111,500 1.0% 2,075,610 810,994 39.1% 100
New York 7,542,800 6.8% 15,223,585 5,931,008 39.0% 100
![Page 12: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/12.jpg)
06/09/2006 • Confidential — Do Not Distribute 12
National multicity tour routeTour A
Washington, DC
Las Vegas, NV
Anaheim, CA
Phoenix, AZ
Tulsa, OK
Louisville, KY
Philadelphia, PA
St. Louis, MO
Cleveland, OH
Pittsburgh, PA
Albuquerque, NM
Coordinated with Life at 50 event (Oct 26–28)
![Page 13: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/13.jpg)
06/09/2006 • Confidential — Do Not Distribute 13
National multicity tour calendarTour A – September through mid November 2006
National magazines
Online
1-day kickoff event (Washington, DC)
Philadelphia, PA (9/7–9/10)
Pittsburgh, PA (9/14–9/17)
Cleveland, OH (9/21–9/24)
Louisville, KY (9/28–10/1)
St. Louis, MO (10/5–10/8)
Tulsa, OK (10/12–10/15)
Albuquerque, NM (10/19–10/22)
Anaheim, CA (10/26–10/29)
Las Vegas, NV (11/2–11/5)
Phoenix, AZ (11/9–11/12)
12November
1 8 15 22 29 5Sept October
3 10 17 24
![Page 14: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/14.jpg)
06/09/2006 • Confidential — Do Not Distribute 14
Concentrated market tour routeTour B
Cleveland, OH
Pittsburgh, PA
Louisville, KY
Knoxville, TN
Richmond, VAWashington, DC
![Page 15: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/15.jpg)
06/09/2006 • Confidential — Do Not Distribute 15
Concentrated market tour calendarTour B – September through mid November 2006
Pittsburgh, PA9/7–9/109/13–9/159/16–9/18
Cleveland, OH9/21–9/249/27–9/299/30–10/2
Louisville, KY10/5–10/810/11–10/1310/14–10/16
Knoxville, TN10/19–10/2210/25–10/2710/28–10/30
Richmond, VA11/2–11/511/8–11/1011/11–11/13
12November
1 8 15 22 29 5Sept October
3 10 17 24
1st locationMedia kickoff:Thurs–Sun
2nd locationSmall businesstraffic:Wed–Fri
3rd locationPedestrian traffic:Sat–Mon
![Page 16: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/16.jpg)
06/09/2006 • Confidential — Do Not Distribute 16
Event agenda
Thursday, September 15 Friday, September 16
Morning: Truck arrival,site setup
Afternoon: Do More Than Dream Tour kickoff speech from senior AARP representative
Media event/interviews
Entertainment – live music/BBQ
Evening: Seminar: How to retireon your terms
Seminar: Retirementplans for small business owners
10:00 – 12:00 Site setup
12:00 – 12:30 Seminar: How to create enough retirement income to live on
12:30 – 1:00 Registration, site tours, retirement planning workshops, information distribution
1:00 – 2:00 Break/refreshments
2:00 – 2:30 Seminar: Retirement plans for small business owners
2:30 – 4:00 Ongoing registration, site tours, information distribution
4:00 – 4:30 Seminar: How to create enough retirement income to live on
4:30 – 5:00 Break/ongoing seminar registration, site tours, information distribution
5:00 – 5:30 Seminar: Retirement plans for small business owners
5:30 – 6:00 Workshop: Retirement distribution basics
6:00 – 6:30 Seminar: How to create enough retirement income to live on
6:30 – 7:00 Break/refreshments
7:00 – 7:30 Seminar: How to retire on your terms
7:30 – 8:30 Registration for next days events
![Page 17: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/17.jpg)
06/09/2006 • Confidential — Do Not Distribute 17
Event agenda (continued)
Saturday, September 16 Sunday, September 17
10:00 – 12:00 Site setup
12:00 – 12:30 Seminar: How to retire on your terms
12:30 – 1:00 Registration, site tours, retirement planning workshops, information distribution
1:00 – 2:00 Break/refreshments
2:00 – 2:30 Seminar: Retirement plans for small business owners
2:30 – 4:00 Ongoing registration, site tours, information distribution
4:00 – 4:30 Seminar: How to create enough retirement income to live on
4:30 – 5:00 Break/ongoing seminar registration, site tours, information distribution
5:00 – 5:30 Seminar: How to retire on your terms
5:30 – 6:00 Workshop: Job transition basics
6:00 – 6:30 Seminar: How to create enough retirement income to live on
6:30 – 7:00 Break/refreshments
7:00 – 7:30 Seminar: How to retire on your terms
7:30 – 8:30 Registration for next days events
Repeat Saturday agenda
![Page 18: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/18.jpg)
06/09/2006 • Confidential — Do Not Distribute 18
Tour route recommendation
Tour A (our recommendation)
• Utilizes more of 2006 marketing budget
• Hits more markets
• Consistent with national market-by-market approach
Tour B
• Test approach
• Allows for local market saturation, but lessnational exposure
• Easier to manage logistically
![Page 19: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/19.jpg)
06/09/2006 • Confidential — Do Not Distribute 19
Hello, Pittsburgh!Hello, Cleveland!
• Direct mail and email to members and non-members announcing dates and locations
• Out-of-home advertising in strategic areas such as commuter routes
• Newspaper (traditional and online) and radio advertising in regional media
• Initial national launch announcing tour kickoff
• Public relations support to generate media and consumer interest
• Advocacy and educational approach supportcore mission
• Geographic-based paid search advertising
• Conduct field survey of local retirement readiness
Full-scale media blitz before
the tour hits a region
![Page 20: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/20.jpg)
06/09/2006 • Confidential — Do Not Distribute 20
Pre-Event Event Post Event
Timing Pre Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Post
AARP national media Run throughout
Website/Blog Run throughout
Research Conduct field researchsurvey in July
Direct mail Send invitations one monthprior to tour arrival
Newspaper* Place advertorial two weeksbefore event
Outdoor Start two weeks prior to eventContinue for one week after
DRTV Start one week prior to eventContinue for two weeks after
Radio* Start one week prior to eventContinue for two weeks after
Newspaper* FSIs (free-standing inserts)
Newspaper (print and online)
ROP – 1/2 Page B/W; banner ads
Event (Option A) Thursday/Sunday
Event (Option B) Thurs–Sun; Wed–Fri;Sat–Sun
Communications plan timeline (per market)
* Option B: May increase media spend per market, due to extended stay per market
Sunday
Friday Wed, Fri Wednesday
Thurs–Sun;Wed–Fri;Sat–Sun
Thu–Sun
Sunday
100 GRP/wk.
100 GRP/wk.
#25 Showing (25% of target sees each month)
![Page 21: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/21.jpg)
06/09/2006 • Confidential — Do Not Distribute 21
Print and outdoor advertising
• Generate local and national interest in the tour
• Drive lead generation
• Reinforce brand positioning and messages
• Strategic publication selection process based on:
– Audience demographics
– Editorial relevance
– Target audience delivery efficiencies
Advertising in AARP
publications, regional
newspapers, such as the
Pittsburgh Post Gazette
and financial publications
emphasizes the educational
nature and advocacy-based
focus of the tour.
![Page 22: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/22.jpg)
06/09/2006 • Confidential — Do Not Distribute 22
Public relations
• Press releases to various national and regional media outlets
• Conduct investor polls focused on regional retirement preparedness
• Investor poll results released prior to road shows
• Local angle generates additional media andinvestor interest
The road show allows
AARP to capitalize on the
power of the free press.
![Page 23: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/23.jpg)
06/09/2006 • Confidential — Do Not Distribute 23
Marketing collateral
• Develop retirement checklist, annual financial checkup
• Retirement calculator
• Create investor information and education series
• Produce life-event guides
• Create educational seminars
Seminar topics could include:
• How to create retirement income to live on
• How to retire on your terms
• Retirement plans for small business owners
Complement core
marketing materials with
event support.
![Page 24: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/24.jpg)
06/09/2006 • Confidential — Do Not Distribute 24
TV and radio
• Interviews with senior AARP executives
• Local radio spots
• Direct Response Television (DRTV)
– Infomercials (product and educational approach)
Local and national
media plans are designed
to increase tour
attendance and sales
of AARP Funds.
![Page 25: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/25.jpg)
06/09/2006 • Confidential — Do Not Distribute 25
Direct mail approach
• Maximize learning through testing
• Use a scientific approach
• Deliver constant flow of leads
• Focus on inquirers
• Drive to all channels
Ongoing campaigns are
focused on creating brand
and product awareness,
generating interest in events
and increasing sales through
educational, multi-channel
follow-up.
![Page 26: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/26.jpg)
06/09/2006 • Confidential — Do Not Distribute 26
Direct mail campaigns
• Invitations with tour dates, locations andseminar topics
• Continue to develop AARP Funds’ benefits messages
• Promote advocacy and our new vision for theAmerican investor
Free guides could include:
• Finding the money: 10 easy ways to save more
• AARP Financial’s five principles of sound investing
Direct mail provides an
effective way to drive
consumers to events or to
respond to specific offers.
![Page 27: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/27.jpg)
06/09/2006 • Confidential — Do Not Distribute 27
Internet advertising
• Banner ads on AARP.org and select national sites generate interest in tour
• Banner ads on local newspaper sites and emails to local AARP members and targeted non-members generate interest in local event and seminars
• Paid search ads (i.e., Google AdWords) targeted to regions, prior to events, lead to tour site
• Tour site provides consistent destination as call to action for all media
• Product-based banner ads lead to specialized campaign pages to generate leads and direct sales
Promotes national mutual
funds rollout and overall
brand awareness
![Page 28: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/28.jpg)
06/09/2006 • Confidential — Do Not Distribute 28
Internet communications plan
• Do More Than Dream Tour site includes:
– Information about the tour
– Online quiz/retirement calculator
– Blog about tour with videos
• Customized local pages provide survey results andpre-registration for seminars
• Collect information in return for alert when Flash-based seminar and/or podcast of seminar is available
• Links to AARPfunds.com for more education
• Generates interest in tour, leads and direct sales
• Leverage AARP.org
Leveraging the power of one
of America’s most important
Internet communities
![Page 29: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/29.jpg)
06/09/2006 • Confidential — Do Not Distribute 29
Internal communications
• Increase involvement with state offices andAARP volunteers
• Increase membership drive potential
• Create excitement and participation across the entire AARP organization
Build partnerships to reach
members, to drive traffic to
multiple channels and to
provide valuable products
and services.
![Page 30: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/30.jpg)
06/09/2006 • Confidential — Do Not Distribute 30
Support at the national level
In addition to the targeted local marketing efforts, we recommend:
• Ongoing national direct mail campaigns
• National Internet advertising
• National advertising with AARP communication channels
![Page 31: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/31.jpg)
06/09/2006 • Confidential — Do Not Distribute 31
How much it will costSeptember through mid November 2006 (based on $10 million budget)
Event planning$895,000
Creative andproduction$900,000
Local media$5,008,218
Remainingbudget$1,385,317
Creative andproduction$900,000
Remainingbudget$4,269,811
Event planning$965,000
Local media$2,053,724
TOUR A TOUR B
Nationalmedia$1,811,465
Nationalmedia$1,811,465
Note: Postage, publicity, survey, entertainment, catering and AARP staff costs are not included
![Page 32: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/32.jpg)
06/09/2006 • Confidential — Do Not Distribute 32
National Media
Print AdvertisingAARP Magazine, 50–59 edition; 2 Page 4C ads w/ BRC $797,760AARP Bulletin, 50–59 edition; 2 Page 4C ads $834,000Provider Pack $65,000Wall Street Journal, Washington, DC edition — Page B/W $14,705
Internet advertising (AARP.org)Fixed position on the Money & Work section of the site (3 mos) $25,000Run of site (ROS), 500,000 impressions (viewers) (6 mos) $75,000
Total National Media $1,811,465
Local Media
Large Market – e.g., Cleveland4 weeks of DRTV @ 100 GRP per week $144,8002 FSIs – Cleveland Plains Dealer (Sunday) $63,3364 1/2 Page B/W ads - Cleveland Plains Dealer (week day) $114,1562 1/4 page B/W Advertorials $28,0004 weeks of Radio @ 100 GRP per week $92,4601 month Outdoor (#25 Showing) $101,000Fixed position on financial section of newspaper website, per mo. $7,000
Total Large Market $550,752
Midsize market – e.g., Pittsburgh 4 weeks of DRTV @ 100 GRP per week $128,0002 FSIs – Pittsburgh Post Gazette (Sunday) $42,2034 1/2 Page B/W ads - Pittsburgh Post Gazette (week day) $68,0402 1/4 page B/W Advertorials $17,0004 weeks of Radio @ 100 GRP per week $57,5001 month Outdoor (#25 Showing) $58,000Fixed position on financial section of newspaper website, per mo. $5,000
Total Midsize Market $375,743
Total Local Media– Tour A (5 Large, 6 Midsize) $5,008,218Total Local Media– Tour B (1 Large, 4 Midsize) $2,053,724
Total media – Tour A $6,819,683Total media – Tour B $3,865,189
Media plan budgetSeptember through mid November 2006
![Page 33: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/33.jpg)
06/09/2006 • Confidential — Do Not Distribute 33
Creative and production budgetSeptember through mid November 2006
Advertising: $400,000 • Print advertising: FSI (revised per market),
one national ad, one local ad (revised per market),one WSJ kickoff ad
• Broadcast advertising: radio (revised per market), DRTV• Out-of-home advertising: one billboard per market • Online advertising: one national ad, one local ad
(revised per market)
Printed literature $200,000 (creative only) • Do More Than Dream Kits: prospectus
(printing only, not included in budget), Do More Than Dream overview, worksheet
• Seminars (3 topics)• Direct mail/Provider pack buckslips
Website $200,000• Website (including pre-registration as email,
blogging/forum component)• Online quiz/retirement calculator with customized output• Podcast• Flash-based seminar• Banner ads• HTML email• Campaign pages for product-based ads
Event support $100,000 (creative only)• Truck interior/exterior signage • Age-based hand-outs • Premiums
Total (Tour A or B) $900,000
Note: Postage, publicity, survey, entertainment, catering and AARP staff costs are not included
![Page 34: AARP Financial Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022062409/56814e8f550346895dbc355a/html5/thumbnails/34.jpg)
06/09/2006 • Confidential — Do Not Distribute 34
Event budgetSeptember through mid November 2006
Truck rental for 3 months (Tour A or B) $575,000(includes 2 drivers and one tour manager)
Truck ground staff of 3 Tour A $45,000Tour B $90,000
Truck location rental (depending on location type and duration of stay)
Tour A $55,000–$275,000Tour B $60,000–$300,000
Total Tour A $675,000–$895,000Tour B $725,000–$965,000
Note: Postage, publicity, survey, entertainment, catering and AARP staff costs are not included