Media…is it right for you? If so, which kind? Radio? TV? Print? Outdoor? Web? And the question of the day…Should I be using Social Media? So many questions… and there are just as many, if not more, possible answers! How do you sort out which mediums or combination thereof are the best for your credit union? Well that’s were BA comes in; we’re here to listen and help. It doesn’t matter if you’re a seasoned media vet or a media greenhorn, it’s always nice having someone in your corner who knows the ins-and- outs of media planning and buying, specifically for the credit union world.
"Many a small thing has been made large by the right kind of advertising."
--Mark Twain
At BA we tend to conduct our media planning and buying a bit different than the other guys. We don’t believe the buy ends after we secure the best CPP or CPM, nor does it begin there. A comprehensive Tactical Communication Plan starts the process of your successful campaign followed by a vigorous media research and negotiation effort. We are also experts at fostering symbiotic relationships with our media partners, taking full advantage of their expertise and knowledge. In addition, we also like to define our relationship early on and openly through our exclusive Media Buyer Accountability Agreement.
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Client Scenario:
"Break Through the Clutter" Assets: $400M |
The CU needed an annual media (radio) plan which included an annual buy as well as the ad creative and voice talent acquisition and management. The CU needed a strategic mixture of branding and product/service specific spots that followed the established marketing plan. This CU was in a top 15 national radio market that was saturated with financial services advertisements, so they also required a campaign that was strategic, yet creative to break through the clutter. |
| BA Solutions | We developed an annual media plan that included a strategic radio buy across a highly targeted spectrum of radio stations. Creatively we developed a branded, character driven series that followed a storyline throughout the characters life stages and their corresponding financial needs. The series followed a strategic plan to first create brand awareness, thusly allowing easier brand recognition during the product/service promotion phase where strong lines of persuasion and call-to-action’s were used. Additionally, we utilized our extensive network of professional voice over talents to ensure the highest quality spots. |
| Results | The series was very well received by the CU and the listenership, quickly becoming an outlet for the credit union to showcase their products and services. During the product/service phase we created several home loan spots that within 48 hours of going on air and being streamed garnered over $4 million in home loan applications (all loans were approved!) which also brought in nearly $1 million in new deposit monies! The entire annual series enjoyed success, exceeding all goals and expectations. |
Client Scenario:
"Going BIG with Little" Assets: $268M |
The CU had just developed a new brand that specifically spoke to Gen X’ers. The CU wanted to advertise “big” to attract as many Gen X’ers as possible; however they were burdened with a tight budget. |
| BA Solutions | We analyzed the budget and utilized our extensive network of media contacts to ascertain which media medium would be most feasible (turned out TV was doable!). We then developed a comprehensive media plan (included in this was the buy itself and all management), incorporating a one-of-a-kind brand element that spoke to the TA and was visually appealing ensuring the TV spots would stand out amongst the ad clutter. Additionally all spots included a call-to-action driver to a microsite that welcomed the viewership to the CU. This microsite acted as the up to the minute tracking and measuring system. |
| Results | The TV spots drove hundreds of unique visitors to the microsite, which enjoyed 90+% click-thru rate to the actual CU’s website. The subsequent new (Gen X) member households gained exceeded all expectations. A brand was born and was working! |
Client Scenario: "C'mon Over To Us!" Assets: $440M |
The CU was in direct competition with Washington Mutual (they were across the street!) and their sudden collapse prompted the CU to extend their hours over the coming weeks to accommodate the expected account transfers. The CU needed to brand themselves as THE alternative to WAMU as well as inform the communities they served of their extended hours. The CU requested that a radio campaign be on air within 24 hours so they could immediately serve their community during this time of uncertainty. |
| BA Solutions | We immediately contacted our radio reps in their market to secure the ad inventory; we then created a comprehensive schedule within the allotted budget and placed the buy. We then created several spots to ensure the branding aspect as well as the informational aspect was covered while simultaneously coordinating with the voice over talents and production team to ensure their prompt availability. We were able to deliver the final script to the CU within a matter of hours, and worked with the talent and production house to record and produce the spot that same day. The final spot began airing the very next day. |
| Results | Within a week of the spots airing the credit union opened over 3 times as many accounts as usual with many of those new members opening several product lines. Additionally the CU received quite a bit of earned media (PR) due to this timely campaign and its subsequent results thus providing the CU with additional brand exposure and equity. |
To see a list of the media and marketing work we've done for our clients and with our business partners, visit the BA Fans page or contact us at 206.408.7155 or info@blonde-ambition.biz.
Thought ya'd like to know: Industry standard commission for a Media Agency/Buyer for radio and TV is 15% and is paid as a sort of "finder's fee" by the radio/television station to the agency/buyer and does not affect the price for you, the client, nor should this standard commission ever come out of your pocket.
Other mediums such as Outdoor and Print quote in "net rates" which means they leave it up to the agency to "build in" the commission to the rate presented to you, the client. BA prefers not to "build in" the commission as we will take into consideration the scope of work necessary to facilitate the media buy and adjust our retainer and/or project fee accordingly. As always, we'll educate you on this process and what a media buy entails.
Media Partner Testimonials
Entercom
I attended a huge Advertising Conference where large agencies and advertisers got together to discuss the state of radio, advertising, economy, etc. One of the hot topics of many seminars was the new age of digital media -- streaming, banners, texting, etc. Most agencies know how important this area is, but they freely admitted they knew nothing about it, how to buy it, or even how to present it to their clients.
Not at Blonde Ambition -- they are so far ahead of the curve. It is so great that they have embraced this new digital era and have educated themselves so they can take such good care of their clients!
A high five to Amy and her team!
Corrie Tomlinson
Advertising Account Executive
107.7 KNDD FM, 103.7 KMTT FM - Entercom, Seattle, WA
206-577-2423
- Targeted Messaging/Campaigns
- Script Development & Production Management
- Major Sponsorship Development and Execution
KIRO-7
After working in marketing for several years it is easy to find the personalities and abilities of people in this field that stand out. Working with Blonde Ambition on several television and internet campaigns it was easy to see how creative they are. What separates them from your average agency or consultant is their desire to strive for results, but knowledge to know that their clients must stand out. Blonde Ambition is a pleasure to work with and they really know the ins and outs of success!
Frank Palino
Former Advertising Account Executive for KIRO
(Currently with BELO)
KIRO-7, Seattle, WA
206-728-2361
- TV Production
- Website & Sponsorship Development
KDRV
First of all, I'd like to let you know how much I have appreciated and enjoyed working with Terrill. Terrill represented the client perfectly, he and the Blonde Ambition team really “get it.” Terrill brings so much to the table that a client may find it hard, if not impossible, to match his efforts even with an excellent "in-house" person.
Brian May
Account Executive
KDRV-TV, Medford, OR
541-773-1212
- Targeted Web Campaign
- Major Television Sponsorship Development