A DIFFERENCE THAT MATTERS CFA INSTITUTE BRAND CAMPAIGN 2016 15 February 2016 TABLE OF CONTENTS
Brand Campaign Objectives – Wave 1 & 2 Countries and Strategies Target Audiences Regional ‘Jobs to be Done’- US/Canada, UK, China, India How will we measure success? Tagline and Hashtag Creative Examples Featured Charterholders by Region Creative Examples in situ Media Placement Media Plans by Region Society Toolkit Overview Key Dates
2 BRAND CAMPAIGN OBJECTIVES
What are we trying to achieve with this campaign?
. Create awareness and understanding of CFA Institute as the leading global advocate for the advancement of the investment profession
. Get investment firms and investors to demand professionals with the highest levels of competence, embodied in the CFA designation
3 COUNTRY/MARKET COVERAGE
• First wave markets – US, Canada, UK, China and India – commencing February/March 2016
• Second wave markets - Germany, Brazil, Mexico, Hong Kong, Singapore, Australia – will be added in Spring 2016, assuming incremental budget is approved by CFA Institute Board of Governors in March
• All societies globally will have access to the campaign assets via “society toolkit” concept
4 WAVE 1 & 2 STRATEGIES
Wave 1 (Feb-Apr 2016) The handshake, introducing ourselves and laying the groundwork for visual/name recognition and recall
Wave 2 (May-Jun 2016) The conversation, more content-heavy and action-oriented with Society involvement, PIF month, Annual Conference, opportunities for engagement
5 TARGET AUDIENCES
Who are we trying to reach?
Employers Business Leaders and HR Professionals at Investment Management Firms
HNW Investors Investors with at least $1M of investible assets
Investment Management Professionals CFA charterholders and their industry peers within the Investment Management field
Regulators Government and NGO officials that oversee financial markets
6 REGIONAL JOBS TO BE DONE
North America – US & Canada India (Primary cities: New York, Chicago, Boston, Toronto) 1) Get HNW Investors to demand professionals with the CFA designation, differentiate from CFP 1) Create awareness in unfamiliar markets and industry segments beyond investment management, i.e. BPO 2) Get Employers to demand professionals with the CFA and KPO designation 2) Get Employers to demand professionals with the CFA 3) Get Regulators to appreciate the need for the highest designation professional standards as represented by the CFA charter, our codes and standards (Wave 2) 3) Clearly distinguish the brand from ICFAI
UK China
1) Create awareness and understanding of CFA 1) Position CFA Institute as a partner for China on Institute as the leading global advocate for the its journey of economic growth through the advancement of the investment profession development of professional investment management talent 2) Get Employers to demand professionals with the CFA designation 2) Get Employers to demand professionals with the CFA designation
7 HOW WILL WE MEASURE SUCCESS?
Campaign Tracker Study – conducted pre- and post-campaign
Specific areas the research will investigate include: • Campaign Recall – Did they see they campaign? If yes, where and when? • Campaign impact on brand awareness, understanding, and perceptions • Campaign impact on perceptions of the CFA charter, CFA Institute members, and more generally on whether the message that CFA Institute makes “A Difference That Matters” is conveyed • Campaign impact on perceptions of CFA charterholders.
8 TAGLINE & HASHTAG A Difference that Matters
#CFAdifference
9 CREATIVE EXAMPLES*
* These samples are indicative of the advertising, but some small changes may be made during the finalization process
10 FEATURED CHARTERHOLDERS BY REGION
North America: Michael Schroer, Christine Phillpotts, Guy-Charles Valois UK: Caroline Connell, Idris Alimi-Omidiora India: Anil Ghelani, Jayna Gandhi China: Huang Fan, Yu Tong
11 US
Christine Phillpotts, CFA Michael Schroer, CFA 12 CANADA
Guy-Charles Valois, CFA 13 UK
Caroline Connell, CFA Idris Alimi-Omidiora, CFA 14 INDIA
Anil Ghelani, CFA Jayna Gandhi, CFA 15 CHINA
Fan Huang, CFA Yu Tong, CFA 16 PRINT VERTICAL PAGE AD
17 PRINT HALF PAGE AD
18 OUT OF HOME - BILLBOARDS AND DIGITAL DISPLAY
HORIZONTAL ORIENTATION VERTICAL ORIENTATION
19 ONLINE BANNER ADS Our design approach for the online banners propose a delta of both TV and Print executions. We’ll take advantage of the html animation capabilities to move our campaign characters from left, right and center to convey the message. In this case, our ‘dividing line’ serves as a transition as the character moves from right to left and reinforces the differences between both message. Ideally, this animation should take no more than 10 secs.
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Banner starts with an half the face. We see half the portrait aligned to A white hairline, entering from the While simultaneously revealing the Now, with the character fully Finally, the photo moves to the center The text ‘slides in’ from the right the right and the headline is fully right, pulls the rest of the portrait’s second larger headline. aligned to the left, the headline is of the banner, showing both sides of and reveals the first headline. readable. face toward the left… fully readable. the character’s face as well as both background colors. Final headline, CTA and branded panel comes in. ( perhaps it moves in from the bottom ) 20 ONLINE BANNER ADS LINK TO OUR WEBSITE
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CAMPAIGN LANDING PAGE ON CFAINSTITUTE.ORG 21 ONLINE BANNER 300 X 1050
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22 ONLINE BANNER 120 X 600
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23 ONLINE BANNER 1. 728 X 90
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24 ONLINE BANNER 920 X 40
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25 ONLINE BANNER ADS 640 X 480
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26 VIDEO TESTIMONIALS (2 ADDITIONAL CHINESE LANGUAGE VIDEOS BEING FINALIZED)
27 CREATIVE EXAMPLES IN SITU*
* These samples are indicative of the advertising, but some small changes may be made during the finalization process
28 PRINT HALF PAGE AD
29 WEBPAGE TAKEOVER CITY A.M.
30 PRINT CitY A.M. Magazine wrap
31 Inside front cover Inside back cover PRINT CitY A.M. Magazine wrap
32 OOH 35 WALL STREET
33 OOH CANARY WHARF
34 OOH Roadside near Monument and Moorgate Stations & Canada Square Mall
35 OOH
LONDON TUBE TURNSTILES
Each location holds up to 5 different CFA facts, placed on the front side of the turnstile:
1. World’s largest association of investment management professionals.
2. 125,000 CFA charterholders around the world.
3. A proven understanding of investment management.
4. A total commitment to ethical conduct.
5. Raising the standards of the investment management profession
Lowe Profero. © Copyright and Confidential 2015-2016. 36 OOH
ECN live - screens in financial center buildings
Please note that these executions are animated and do not contain audio.
37 OOH ELEVATOR CAPTIVATE SCREEN
Every day, millions of Americans and Canadians work in buildings across every major city. These buildings all have one thing in common. Elevators. That’s where Captivate comes in.
Instead of fidgeting with phones or staring into space, people can focus on Captivate screens. These screens reach over 5,000,000 people daily, providing them with information on market updates, weather forecasts, and everything in between.
Please note that these executions do not contain audio.
38 MEDIA PLACEMENT
39 MEDIA OVERVIEW
• Global Media Investment: USD $3,750,000
• Delivery through CFA Society Network (147 societies)
• In market campaigns in USA, Canada, India, China, and UK
• Estimated audience reach: 950,000,000+ impressions within five markets, across target audiences of Employers, High Net Worth Investors, Investment Management Professionals, and Regulators
40 WHERE IS THE ADVERTISING APPEARING?
• 28 Print titles
• 72 Digital titles
• 209 TVC slots
• 970+ outdoor sites
• Additional reach of over 150+ titles through audience targeting programs
41 GLOBAL MEDIA PARTNERS
42 REGIONAL/LOCAL MEDIA PARTNERS
NOAM MEDIA UK MEDIA CHINA MEDIA INDIA MEDIA PARTNERS PARTNERS PARTNERS PARTNERS
陆家嘴 CHINA FINANCI AL HERALD
43 MEDIA PLANS BY REGION
Please be aware that specific media placements may change during the media buying process so these detailed media plans are as of 12 February 2016
44 GLOBAL PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH
Tactic Partner Placement Audience Geo/Duration HNW Investors, Employers, Professionals The New York Global 12 – Single Day Sponsorships of the Business section of and Regulators who regularly read NYT for Times February 29 – April 17 The New York Times investing news and industry updates LinkedIn Targeted display units to CFA’s custom global audiences, Employers, Professionals, Regulators and Global Display Tactics based off job titles - Global HNW Investors February 29 – April 17 Employers, Professionals, Regulators and Facebook Custom Social Messaging Global HNW Investors February 29 – April 17 Instagram Employers, Professionals, Regulators and Custom Social Messaging Global HNW Investors February 29 – April 17 Twitter Employers, Professionals, Regulators and Global Custom Social Messaging HNW Investors February 29 – April 17 Social LinkedIn Employers, Professionals, Regulators and Custom Social Messaging Global HNW Investors February 29 – April 17 Bloomberg HNW Investors, Employers, Professionals and 2 - Full Page Ads. The first a RHP featured in the editorial section of the Global Businessweek Retirement issue. The second insertion is a RHP opposite the Index section, Regulators within the Design (Double Issue) issue March 25, April 8 on-sale dates Global The Economist HNW Investors and Professionals 1 - Full Page Ad within the WTW section (RHP) March 25 on-sale date Print Harvard Business 1-Full Page Ad featured within the Ideawatch section (RHP) Employers, HNW Investors Global Review of the April issue. March 29 on-sale date
Bloomberg Terminal TVC featured on Bloomberg Terminal - Monday and Friday Professionals and Employers Global sponsorship March 7 –April 3
Pre-roll video across YouTube, targeted to relevant keywords Professionals, Employers and HNW Investors YouTube Global Digital Video and search behaviors, part of “Always On” global campaign September - April
Bing Text ads served against targeted keyword searches Professionals Global September - April
Google Text ads served against targeted keyword searches Professionals Global September - April Paid Search
45 US PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH
Tactic Partner Placement Audience Geo/Duration
Digital display units within Business and Finance/Management HNW Investors who have paid subscriptions US The Economist sections. Includes banners and roadblock. to The Economist February 29 – April 17
Employers and HNW investors who enjoy Quartz Business news publication, Quartz to create custom high-impact US Marquee and Engage units, with site-wide placements Quartz’s on-the-go mobile optimized content February 29 – April 17 HNW Investors, Employers, Professionals Market Section Buyout. Additionally, Targeted run of site units US WSJ and Regulators who regularly read NYT for February 29 – April 17 across WSJ network properties. investing news and industry updates
Bloomberg Markets/Index page sponsorship – 2 days. Additional targeted HNW Investors, Employers, Professionals US display units across Bloomberg’s Markets section and Regulators who frequent Bloomberg February 29 – April 17 Programmatic Display - Banners featured across a custom Display Tactics Audience whitelist of hand-picked display partners. Additional layer of HNW Investors across a wide-range of US Trader Platform retargeting. relevant sites February 29 – April 17 Homepage and Capital Screen buyouts. A 1-day newsletter US BBC sponsorship. Additional targeted mobile, tablet and web display HNW Investors who frequent BBC February 29 – April 17 ads.
Homepage Interstitial and section buyouts on the investment HNW Investors who utilize Morningstar’s Morningstar US resource site, Morningstar . Additional media targeted and investing platform newsletter (2 days) targeted to premium members. February 29 – April 17
1- Full Page Ad featured in the Top 1200 Financial Advisors US Barron’s in America section Professionals, Employers, HNW Investors March 5 on-sale date
1-Full Page Ad featured in the Intro section of the US Professionals and Employers Plan Sponsor Retirement Plan Sponsor of the Year issue March 24 on-sale date
Pensions & 1-Full Page RHP Ad featured in the Environmental, Social Professionals and Employers US Print Investments and Governance Investing issue April 4 on-sale date
The Daily US 2-Full Page Ads both to be featured on the Back Page of the Professionals March 7, April 4 Progress Main Section on-sale dates
46 US PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH
Tactic Partner Placement Audience Geo/Duration
Street level urban panels at: 48th and 6th Ave., 51st and Employers, Professionals and HNW Investors NYC Rapport Lexington Ave., Wall St. and William St., Fulton St. and March 21 – April 17 Broadway, Trinity Pl. and Rector St. NYC Rapport HNW Investors, Professionals, Employers, Multi window unit at 35 Wall St. Regulators March 21 – April 17
In-elevator advertisement located in Boston, Chicago, New HNW Investors, Employers and Professionals US Out-Of-Home Captivate York City, Atlanta, Dallas, Los Angeles, Miami, Philadelphia, February 29 – April 17 Units Phoenix, San Francisco, Washington DC.
HNW Investor, Employers, Professionals and US Bloomberg Television Cable TV spots on various programming Regulators February 29 – April 17
Cable TV Spots during premium tournaments- Indian Wells Tennis Channel HNW Investors US and Miami Open March 7 – April 3 Digital Video and Digital video vendor featuring In-Read ads - Video Television Teads placements on relevant editorial articles across premium sites HNW Investors and Employers US (Dow Jones, WSJ, Business Insider and others) additional February 29 – April 17 high-impact video display units Digital video vendor, features video pre-roll surrounding Clearstream relevant topics as well as targeted media reaching viewers of HNW Investors and Employers US specific cable programs (Tennis Channel, Golf, CNBC) February 29 – April 17
Mobile and Tablet display media through mobile vendor InMobi HNW Investors, Employers and Regulators US InMobi, geo-fencing to target priority areas – financial hubs. February 29 – April 17
Mobile display across mobile vendor xAd’s in-app and browser xAd HNW Investors US inventory. Media targeting HNW audience, additional geo- February 29 – April 17 Mobile fencing across financial hubs and HNW areas – golf clubs, Technology FBOs, tennis clubs
47 CANADA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH
Tactic Partner Placement Audience Geo/Duration
Digital display units within Business and Finance/Management HNW Investors who have paid subscriptions Canada The Economist sections. Includes banners and roadblock. to The Economist February 29 – April 17
Canada Quartz Business news publication, Quartz to create custom high-impact Employers and HNW investors who enjoy Marquee and Engage units, with site-wide placements Quartz’s on-the-go mobile optimized content February 29 – April 17 HNW Investors, Employers, Professionals Market Section Buyout. Additionally, Targeted run of site units Canada WSJ and Regulators who regularly read NYT for across WSJ network properties. February 29 – April 17 investing news and industry updates Bloomberg Markets/Index page sponsorship – 2 days. Additional targeted HNW Investors, Employers, Professionals Canada display units across Bloomberg’s Markets section and Regulators who frequent Bloomberg February 29 – April 17 Programmatic Display - Banners featured across a custom Display Tactics Audience HNW Investors across a wide-range of Canada whitelist of hand-picked display partners. Additional layer of February 29 – April 17 Trader Platform retargeting. relevant sites
Homepage and Capital Screen buyouts. A 1-day newsletter Canada HNW Investors who frequent BBC BBC sponsorship. Additional targeted mobile, tablet and web display February 29 – April 17 ads.
Homepage Interstitial and section buyouts on the investment HNW Investors who utilize Morningstar’s Morningstar Canada resource site, Morningstar . Additional media targeted and investing platform newsletter (2 days) targeted to premium members. February 29 – April 17
1- Full Page Ad featured in the Top 1200 Financial Advisors Canada Barron’s in America section Professionals, Employers, HNW Investors March 5 on-sale date
Pensions & 1-Full Page RHP Ad featured in the Environmental, Social Professionals and Employers Canada Investments and Governance Investing issue April 4 on-sale date Print
48 CANADA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH
Tactic Partner Placement Audience Geo/Duration
Posters throughout Toronto’s underground PATH: Brookfield Place, Commerce Court, TD Centre, Scotia Plaza, TSX Exchange, Standard Life to TSX, Royal Bank Plaza to Toronto IMA Fairmont Royal York East, Royal Bank Plaza to Fairmont Professionals, Employers, HNW Investors Royal York West, Richmond Adelaide Centre, Richmond March 21 – April 17 Adelaide to TSX, First Canadian Place – Scotia Plaza, Scotia Plaza – First Canadian Place, Sun Life Centre (at TSX), Adelaide Place, Union Station to PWC Tower Out-Of-Home Units Captivate In-elevator advertisement located in Toronto Professionals, Employers, HNW Investors Toronto February 29 – April 17
Digital video vendor featuring In-Read ads - Video Teads placements on relevant editorial articles across premium sites HNW Investors and Employers Canada (Dow Jones, WSJ, Business Insider and others) additional February 29 – April 17 high-impact video display units
Digital video vendor, features video pre-roll surrounding Digital Video and Clearstream relevant topics as well as targeted media reaching viewers of HNW Investors and Employers Canada Television specific cable programs (Tennis Channel, Golf, CNBC) February 29 – April 17
Mobile and Tablet display media through mobile vendor HNW Investors, Employers and Regulators Canada InMobi InMobi, geo-fencing to target priority areas – financial hubs. February 29 – April 17
xAd Mobile display across mobile vendor xAd’s in-app and HNW Investors Canada browser inventory. Media targeting HNW audience, February 29 – April 17 Mobile additional geo-fencing across financial hubs and HNW Technology areas – golf clubs, FBOs, tennis clubs
49 UK PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 11TH
Tactic Partner Placement Audience Duration High impact/ standard display in premium finance Management Employers, environment to drive cut-through and reach against a Professionals, February 29 – April 11 Today slightly broader, yet highly qualified audience Standard banner placements to deliver highly qualified Employers, Professionals, IPE reach on leading European publications for institutional Regulators February 29 –April 11 investors and pension fund managers Citywire Wealth Strong branded content/ partnership offering (editorially led Employers, February 29 – April 11 Manager content) to establishing CFA Institute as a thought leader Professionals,
Institutional High impact take over on Institutional Investor, which Employers, indexes strongly against asset manager/ employer target Investor Professionals February 29 – April 11 audience - 33% of readership work in fund management Display advertising powered by behavioral site data to Bloomberg Employers, Professionals, target investment professionals/asset managers February 29 – April 11 Regulators
Programmatic display/ native across whitelist of highly Employers, Professionals, February 29 – April 11 ATP relevant finance titles Regulators Display Tactics Employers, Professionals, Mix of high impact and regular display to drive strong February 29 – April 11 Fund Web engagement whilst maintaining reach Regulators
Standard banner placements across the site to deliver highly Employers, Professionals, Economist qualified reach on trusted global news outlet Regulators February 29 – April 11
Bespoke in feed and editorial content in highly relevant Employers, environment, indexing strongly against asset manager/ February 29 - March 22 Financial News Professionals employer target audience
In-feed native advertising to drive brand engagement Ideas People Employers, against a broader audience on relevant titles across Network Professionals, February 29 - March 27 network of relevant business/ finance titles run by the Regulators (Economist) Economist
2 week homepage takeover (100% SOV) in Employers, Investment highly relevant environment to drive cut- Professionals, March 3 – March 7, Week through and momentum at campaign launch Regulators March 21 – March 29
50 UK PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 11TH Tactic Partner Placement Audience Duration
15’’ In-read video to drive user engagement Economist Employers, Professionals against contextually relevant content February 29 – April 3
Ideas People Network Video pre roll to reach highly influential/ engaged (Economist) audience in a professional and contextually relevant Employers, Professionals February 29 – April 3 environment Digital Video Pre-roll across a fixed whitelist of relevant titles. Using Audience Retargeting to reach users who have seen a standard Employers, Professionals February 29 – April 11 Trader banner with pre-roll and companion banner.
Half page (requested first half right hand) on March 7, March 14, March FTFM highly relevant weekly publication Employers, Professionals 21, March 28 on sale dates
Fund Strategy Full page ad for maximum impact to reach our audience Employers, Professionals March 7 on sale date and establish CFA Institute as thought leader
Full page ad for maximum impact to reach our audience Funds Europe Employers, Professionals March 19 on sale date and establish CFA Institute as thought leader Full page ad (requested page 4 or 6) to reach a highly IPE Employers, Professionals March 11 on sale date relevant audience with high impact format
Investment Full page ad for maximum impact to reach our audience March 7, March 14, March 21, Week and establish CFA Institute as thought leader Employers, Professionals March 28, April 4 on sale dates
Coverwrap to drive huge cut-through and reach March 7-March 11 City AM for the campaign amongst a slightly broader, Employers, Professionals Print yet highly qualified audience on sale dates March 7, March 14, March Citywire Wealth Three full page ad for maximum impact to reach our Employers, Professionals manager audience and establish CFA Institute as thought leader 21 on sale dates
Management Full page ad for maximum impact to reach our audience Employers, Professionals April 4 Today and establish CFA Institute as thought leader on sale date
Full page ad to coincide with online buys for maximum Employers, Professionals Institutional impact to reach our audience and establish CFA Institute as March 8 on sale date Investor thought leader
Economist Trusted global news outlet Employers, Professionals March 12 on sale date
51 UK PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 11TH
Tactic Partner Placement Audience Duration
Ocean Digital OOH on The Screen at Canary Wharf – Located off S Colonnade Employers, Professionals March 14 – March 27
Lift screens in offices in financial centres including Bank & ECNLive Moorgate (75 buildings total) to deliver messaging to a Employers, Professionals March 14 – March 27 captive audience in a highly targeted manner
Targeted 6 sheets in financial centres in London- Great Out-Of-Home JC Decaux Eastern Street, Finsbury Square, Finsbury Pavement, Units Clerkenwell Rd, Old Street, Goswell Road, Duke Street Employers, Professionals March 28 – April 10 Hill, Southwark Brige Road, Whitechapel High Street, Mansell Street
Exterion Moorgate and Monument tube station ticket Employers, Professionals gateways to reach commuters in the financial March 14 – March 27 districts
Canary Wharf Media 10 sites with static 6 sheets at Canary Wharf to coincide with The Screen buy to generate a higher Employers, Professionals March 14 – March 27 reach and brand impact in the financial district
52 CHINA PHASE 1 MEDIA MATRIX MARCH 3RD– APRIL 21ST
Tactic Partner Placement Audience Duration
Homepage/Finance/Quote channel banner on finance vertical Investment professionals March 3 – March 18 Eastmoney site
Hexun Homepage/News channel banner on finance vertical site Investment professionals March 14 – March 25
Employers (business leader) Homepage takeover – 1 day and other effective banner ads, Regulators FTChinese March 21 – April 8 which can expand brand awareness and drive traffic Investment professionals
Caixin Expandable banner ads, which is effective to expand brand Investment professionals March 29 – April 21 awareness Display Tactics Employers (business leader) CBNWeek Expandable banner ads, which is effective to expand brand Regulators March 7– March 24 awareness Investment professionals
GURU Network Programmatic Display - Banners featured across a custom Prospecting March 7 – March 27 whitelist of hand-picked display partners.
Programmatic Display - Banners featured across a custom Audience Prospecting March 28 – April 17 Trader Platform whitelist of hand-picked display partners.
Employers (business leader) FTChinese APP homepage top banner Regulators 4 Days Investment professionals
Mobile Caixin APP homepage banner Investment professionals Technology 1 Day
53 CHINA PHASE 1 MEDIA MATRIX MARCH 3RD– APRIL 21ST
Tactic Partner Placement Audience Duration
Sina Weibo Paid Post on Sina Weibo Audience who is finance/investment topics March 7 – April 17
WeChat Article Bottom Display Banner Audience who is finance/investment topics March 7 – April 17
Paid Search and Audience who is interested in CFA and Baidu Baidu search result page ad Social finance/investment topics March 7 – April 17
China Securities Half page on A04 Finance/Investment Industry Employers (business Journal leader, and professionals) Regulators March 15
China Financial Finance/Investment Industry Employers (business Herald Inside Front Cover April 1 leader, and professionals) Regulators
Finance/Investment Industry Employers (business Financial News Half page on A02 leader, and professionals) Regulators March 17 Print
Finance/Investment Industry Employers (business Caijing Magazine Full page on catalog 2 April 4 leader, and professionals) Regulators
Jinrongda St. LCD where is a famous Employers (business leader and HR) March 14 – April 10 Beijing finance area Regulators Investment professionals Century Ave & Dongtai Rd. LED where is Employers (business leader and HR) Shanghai Regulators a famous finance area March 14 – April 10 Investment professionals Out-Of-Home Units
54 INDIA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Audience Geo/Duration
Employers, Mint Highly relevant business publication strongly February 29, March 7, March consumed by our TG(Employers) Professionals 28, April 4 on sale dates
Highly relevant business publication strongly February 29, March 8, March Economic Times Employers, consumed by our TG(Employers) Professionals 29, April 5 on sale dates
Employers, Forbes 2 full page magazine ads in April and May issues April 1, May 1 on sale dates Professionals Employers, Jet Wings 2 full page magazine ads in April and May issues Professionals April 1, May 1 on sale dates
Employers, Indigo 2 full page magazine ads in April and May issues April 1, May 1 on sale dates Professionals Print Employers, Business Today 2 full page magazine ads in April and May issues April 6, May 4 on sale dates Professionals Employers, CFO Connect 2 full page magazine ads in April and May issues April 10, May 10 on sale dates Professionals
People Matters Employers, April 1, May 1 on sale dates 2 full page magazine ads in April and May issues Professionals
55 INDIA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Audience Geo/Duration
BKC Exit Since this site is located in one of the business hubs in Employers, Mumbai and is guaranteed to get a huge reach Mumbai Professionals March 14 – April 14
Marine drive is a location where the ad will get most eyeballs Employers, Marine Drive MT as there is constant flow of people at this location Mumbai Professionals March 14 – April 14
Like the site in BKC Lower Parel this site is located at one Out-Of-Home Outside High Street Employers, Mumbai of the business hubs in Mumbai and is guaranteed to get a Units Phoenix, Lower Professionals March 14 – April 14 Parel ET huge reach
Peninsula Peninsula corporate park is situated in one of the major Employers, Mumbai Corporate Park financial hubs of Mumbai (Parel) and has some of the top Professionals March 14 – April 13 executives working there
Hiranandani Hiranandani Business Park is situated in one of the big Employers, Mumbai Business Park financial hubs of Mumbai (Powai) Professionals March 14 – April 13
Like the peninsula park this site is situated in Andheri one of Mumbai Ackruti Trade the major financial hubs of the city with some of the top Employers, March 14 – April 13 Centre executives working here Professionals Standee and Elevator Units India Bulls Finance Centre is situated in one of the major India Bulls Finance Employers, financial hubs of Mumbai (Parel) and has some of the top Mumbai Centre Professionals executives working there with some major financial March 14 – April 13 companies occupying this center
56 INDIA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Audience Geo/Duration
RON – Native ads are disguised amongst the articles on the Pan India Yahoo homepage and section pages and act as sponsored articles Professionals February 29 – April 30 which will help us reach the right audience
Times Network RON – The ads run on this network will have a wide spread Professionals, Pan India reach across all genres and can target our TA Employers February 29 – April 30 Stories pages – These articles have very detailed stories Live Mint Pan India related to money management and will carry our banners on Professionals the first or second post March 7– April 30
Business ROS – India’s leading business site for Live Markets Professionals, Pan India Standard Employers February 29 – April 30
ROS – One of the most popular and trusted news Pan India Times of India Professionals sites visited by all TG including our TG March 1 – March 31 Display Tactics RON – Popular news channel related to business, finance Pan India IBN Live and stocks that will help us target our right TA Professionals March 7– April 30
ROS – Targeted social network – employment/business Pan India Indian Express audience. Continues to be a proven partner Professionals March 7– April 30
First Post ROS – A current events news site that contains topics Pan India related to finance and business Professionals February 29 – March 31
Rediff Moneywhiz ROS – Site focusing on finance news only that are visited often Pan India by our TA Professionals March 1 – March 31
ROS _ Economic Times is India’s leading business newspaper Professionals, Pan India Economic Times offering business, Stock/Share market, Economy, Loans and Employers March 1 – March 31 Financial information source
57 INDIA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Audience Geo/Duration
ROS - A Global native execution highlighting CFA Institute Pan India Bloomberg and charter holders - Indexes well against HNWI Employers March 7– April 30
International ROS - A Global thought-leader. Web presence across Employers Pan India Business Business, Finance and Management sections. March 7– April 30 Times ROS – Tax payers and Financial professionals come on Pan India CA Club this forum to discuss latest developments Professionals, Employers March 1 – March 31
ROS - The Economist offers authoritative insight and opinion on Pan India Economist international news, politics, business, finance, science, technology Professionals, March 1 – March 31 and the connections between them Employers
HBL Professionals Pan India Display Tactics ROS - Client Suggested Portal February 29 – March 31
Financial ROS - A solely finance related site that gives concise Professionals Pan India Express information about current trends in the finance industry. March 1 – March 31
People Matters ROS - Client Led Partnership Pan India Employers March 1 – March 31 ROS - People who have achieved a degree from IIMs can apply Pan India IIM Jobs for jobs on this forum exclusively. Finance students will no doubt Professionals, be interested in further studies related to finance. Employers March 7– April 30
ROS – A job search site for people whom we can target due to Professionals, TimesJob their known profile as this info is filled is while registering Pan India Employers March 1 – March 31
Mailers – People interested in stocks, finance, money matters visit India Infoline this site to gain an up-to-date perspective on current trends in the Professionals, Pan India industry Employers March 7– April 30
58 INDIA PHASE 1 MEDIA MATRIX FEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Audience Geo/Duration
Business ROS – Audience which belong to the financial sector visit this site Pan India Professionals Today March 7– April 30
ROS - A Global thought-leader. Web presence across Business, Pan India NY Times Finance and Management sections. Employers March 7– April 30
ROS – A Job search site for people whom we can target due to Employers, Pan India Naukri their known profile as this info is filled in while registering Professionals April 1 – April 30
ROS - A Job search site for people whom we can target due to Display Tactics Pan India Shine their known profile as this info is filled in while registering Employers, Professionals April 1 – April 30
Youtube ROS - Audience looking for specific finance, business or business Professionals Pan India related videos will be targeted through this medium. February 29 – April 30
RON - Buying Audience who is more interested in Financial & Pan India Cadreon Professionals Business News February 29 – April 30
RON Mobile – Times of India has 10mn app downloads and is one Pan India Times of India of the most popular sites to be visited for current events by all Professionals March 7– April 30 audiences, Geo level targeting possible
Economic Times RON Mobile - Economic Times has a complete finance related Professionals, Pan India content which is bound to attract the right audience to the LP. Employers March 7– April 30 Mobile Geo Level targeting possible Technology
59 SOCIETY TOOLKIT OVERVIEW
60 SOCIETY TOOLKIT COMPONENTS- AVAILABLE 26 FEB
1. About the Campaign* 2. Activating the campaign 3. Guidance and Support - Presentation to share with your - Print and Digital ad templates - Ad request templates for societies society membership - Society Website banner ad looking for production support - Campaign videos - Guidelines and Procedures for - Talking Points & FAQ - Radio Scripts society funding support - Sample text you can use to - Email template design - Checklist of action items email to your members - Member email messaging to - Schedule with suggested timing of communicate with your society your communications to coincide - Profiles of the featured members with paid media campaign launch in charterholders - Event Support Materials: your region - Online Video to introduce and promotional PPT slides, pull-up - We will also look to build a list of explain the campaign banner, handouts local production vendors, PR/media (hyperlinked and downloadable, - HNW or Employer handouts, agencies and – if necessary – local making it easy to share with small posters for display translation services. your members) - Social media: Soundbites, - Guidance on social media best Instagram images, suggested practices postings and tweets - Channel pros and cons chart * Sent to Society Leaders 15 Feb - Twitter hashtag for the campaign - Training at the regional meetings
61 KEY DATES
62 KEY DATES
Society Toolkit Available- 26 February Society Regional Meetings (plenary presentation and training workshops) • 26–28 February: APAC Regional Meeting in Seoul, Korea • 10–12 March: EMEA Regional Meeting in Lisbon, Portugal • 17–19 March: AMER Regional Meeting in San Diego, California, USA Global Wave 1 Launch - digital media live week commencing 29 February Global Wave 1 Launch - print and other media live week commencing 7 March Wave 2 Launch- May/June (pending board approval in March)
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