Fifth Third Northeast

Home Renovation Mortgage Program

UPDATED Marketing Communication Proposal

May 14, 2012

Siddall, Inc. 2

Assignment

Assist Fifth Third in developing a communication plan to promote the advantages of their new Home Renovation Mortgage Program.

This campaign will launch with realtors and other key stakeholders in the Cleveland market in Summer, 2012 followed by the potential rollout across all target audiences in the fall of 2012.

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Objectives

• Drive awareness of the advantages of the Home Renovation Mortgage from Fifth Third with realtors and other key community targets in the greater Cleveland market

• Build the relationship between the realtor and the Fifth Third Renovation MLO specialists

• Provide a turnkey program that allows for clear evaluation of the various elements of the campaign

Target Audiences

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Strategy

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• Build awareness among the targeted audiences in the Cleveland market surrounding the benefits of the Home Renovation Mortgage

• Ensure that Fifth Third is seen as committed to this program and the specialists for the realtor and their clients

• Illustrate the ease of working with Fifth Third to navigate the waters around this complicated product

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Proposed TacticsSoft Launch

Campaign Backbone:The Information Portal and Educational Video

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Now that the development of the Informational Portal and Educational Video are nearly complete, this plan will address how to promote and drive traffic to the portal and deliver the video across our key target segment of realtors, community leaders and existing Fifth Third mortgage customers (refinance).

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Tactic 1:Intersecting and Engaging with the Realtors

• Realtor.com– We recommend a strong buy with realtor.com where we will deliver

companion ads - banner, header ads coupled with information ads - that drive to the Information Portal

– An aggressive buy for a three month period – we have to negotiate placement with realtor.com for the companion ads. Where possible we will utilize this ad but we may have to use standard banners as well if inventory is sold out

– eFlyers are electronic communications that realtor.com send to all their subscriber network – currently around 6,000 realtors in the Cleveland area; we build the content and provide layout direction within one of their template designs

• Linkedin– Geo-targeted ads to realtors and real estate agents/companies– Promote the video, link to the Information Portal

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Tactic 2:Intersecting and Engaging with Community Leaders and

Housing Authorities

• Post Card Drip Campaign– Over the three months of the initial campaign we recommend distributing

three post card mailings to local community leaders and housing organizations

– This series will inform about this new product but will also invite conversation with the local housing authorities and the MLO and offer seminars to “educate” about this opportunity for their constituents

– We will also focus on driving them to the Information Portal– We will embed our educational video with the first release

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Tactic 3:Intersecting and Engaging with Existing Fifth Third

Mortgage Customers - Refinance

• Direct Mail Letter or Statement Stuffer– Reach out to existing Fifth Third mortgage customers who might be

interested in refinancing their home under the Renovation Mortgage– Create a special invitation for them to see how Fifth Third can help them

turn their existing home into the home of their dreams– We will also focus on driving them to the Information Portal and/or

contacting their Home Renovation Mortgage MLO

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Tactic 4:Priming the Pump for Consumers

• Google– Paid search and contextual targeting– Banner ads promoting the Home Renovation Mortgage and linking to

relevant content areas

Budget – Soft Launch

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Media      

Internet

Google Paid & Contextual Search $ 6,500.00

LinkedIn Geo-targeted to Realtors $ 450.00

Realtor.com Geo-targeted Companion Ads

& eFlyers $ 700.00

Sub-Total: Media (monthly net costs) $ 7,650.00

Sub-Total: Media (three month campaign) $ 22,950.00

Production      

Imagery Stock photography $ 5,000.00

Retouching $ 4,500.00

Internet Banner Prep (Google & Realtor.com) $ 10,000.00

eFlyers (Realtor.com) $ 5,000.00

Direct Mail Post card series (lists/print/mail) $ 25,000.00

Refinance customer letter or

statement stuffer $ 10,000.00

Sub-Total: Production $ 59,500.00

Information Portal      

Hosting Six months $ 500.00

Maintenance Six months $ 3,000.00

Sub-Total: Informtion Portal $ 3,500.00

Agency Fee      

Project fee, or Agency hours $ 25,000.00

Sub-Total: Fee $ 30,000.00

Soft Launch Total: $ 115,950.00

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Timing & Next Steps – Soft LaunchSteps Timing

1. Project scope submitted 17-May

2. Project scope approved 22-May

3. Media plan submitted 31-May

4. Project estimate submitted 31-May

5. Project estimate approved 4-Jun

6. Media plan approved 6-Jun

7. Creative concepting, directional approaches 11-Jun

8. Creative direction approved 14-Jun

9. Final creative pieces (copy, art direction) 21-Jun

10. Approval of all creative elements 22-Jun

11. Media buy completed 22-Jun

12. Turn over final mechanicals to production 22-Jun

13. Info Portal & Educational Video Go Live 22-Jun

Target In-Market Date 25-Jun