AARP Financial Marketing Plan
description
Transcript of AARP Financial Marketing Plan
06/09/2006Confidential — Do Not Distribute
AARP Financial Marketing PlanAchieving our social and financial mission
DRAFT
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
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.
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
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.
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
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.
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.
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
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
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
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)
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
06/09/2006 • Confidential — Do Not Distribute 14
Concentrated market tour routeTour B
Cleveland, OH
Pittsburgh, PA
Louisville, KY
Knoxville, TN
Richmond, VAWashington, DC
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
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
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
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
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
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)
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.
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.
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.
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.
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.
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.
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
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
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.
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
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
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
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
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