campaign one real estate
TRANSCRIPT
May 24, 2016
P r o p o s a l
Market Growth Campaign One Targeting:
Realtors and Property Buyers
M ay 24, 2016 Page 2
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Table of Contents
Backstory 2
Methodology 4
Pricing 7
MarketingCalendar 8
WhyFrostMiller 9
CreativeTeam 11
Backstory Theneedforcurrencytradingandglobalpaymentsisgrowingrapidly.Currentlymorethan$12trillionannuallyisspentinglobaltransactions.TwolargemarketsforthesetransactionshavebeentheUnitedKingdomandEurope.ManypeoplefromtheUKandEuropepurchasepropertyintheUnitedStates,andneedtoaccessfundsintheirhomecountrybanks.Likewise,manyintheEuropeandthePacificRimalsopurchasepropertyinothercountries.TheUSconsumermarketisnewertotheworldofforeigncurrencytradingandunderstandinghowtobestuseUSfundstomakeforeigntransactions.
Moneycorpwasfoundedin1962andstartedprovidingforeignexchangeandpaymentservicesin1979fromasingleofficelocationinCentralLondon.WiththeexceptionofanofficeinFloridathatmainlyhasfocusedonUKcitizensaroundtheworldbuyingUSrealestatetransactions,thecompanyhasnotbeenabletohandletransactionsforpeoplelivingintheUnitedStates(exceptFL).TempusisaleadingproviderofforeignexchangeandinternationalpaymentservicestocorporationsthroughouttheUnitedStatesandwasstartedinthelate1990’s.However,thefirmdoesnothandleconsumertransactions.
AsameansofbeingabletohandleconsumertransactionsintheUnitedStates,MoneycorpandTempusteamedtoformabusinessalliancecalled“MoneycorpPoweredbyTempus.”
MoneycorpsuccessfulexperiencewithitsFloridaofficewithrealestatepurchases,MoneycorpPoweredbyTempushasdecidedtousethismodelasaspringboardtogrowtheconsumerglobalpaymentsbusinessintheUnitedStates.
Theinitialmarketdevelopmenteffortisdividedintotwofocusedsegmentsoftherealestate/propertymarkets.1.Realtors:TargetingRealtorswhoseclientsareforeignnationalspurchasingpropertyintheUSandmovingtothestates,atthesametimeforeignRealtorsrepresentingUSnationalsoverseasbuyingvacationpropertyorretiringoverseas.2.Consumers:ThesecondistoreachoutdirectlytoconsumersbothintheUSandabroadlookingtobuyoverseasproperty.
M ay 24, 2016 Page 3
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
TimingofCampaignOne:JunetoSeptember2016.
GoalsForCampaignOne:Generate20,000+leadsinthisinitialcampaign.10%aretargetedfromRealtorsandtheremainderfromprospectiveconsumerpropertybuyers.
ConversationRates:4,000accountstobesetup,with400activetrading.
GoalsForTheUSConsumerProgram:50millionpoundsbyDecember31,2016.EnterFrostMiller.WorkinginconcertwithDavidCarrithersofMoneycorpPoweredbyTempus,FrostMillerwouldprovidethecriticalmarketdevelopmentservicesneededtojumpstartandmaintainthisUSmarketdevelopmenteffort.Asanintegratedmarketingagency,FrostMillerdevelopsandexecutesstrategiesthattiemultipletacticstogetherinacohesivewaysothateachbuildsupontheother.FrostMilleriswellqualifiedtobeyourmarketingpartnerbecausewehaveconsiderableexperiencepromotingdigitalcampaignsandexperiencepromotingtoandforRealtors.SeveralofourpastclientshavebeenbuildersorRealtors.InadditionwehaveworkedwithUSconsumermarketstodriveactionthroughamixtureofdigitalmarketingandmoretraditionalmethods.Moreover,wehaveworkedonsuccessfulintegratedmarketingcampaignswithDavidCarrithersbefore,andhavedevelopedaverysolidworkingrelationship.Thesecampaignshaveincludeddigital,print,PRandsocialmediacampaignsthatincludewebsitedevelopment,emailmarketing,directmail,advertising,contentmarketing,digitaladvertisingandmore.
Thiscomprehensiveexperienceandintegratedmarketingapproachgivesusaclearerunderstandingofthemarketinggoalsofanorganizationlikeyours,andabetterappreciationofthecompletetoolsneededforthemtobesuccessful.HavingresourcesintheWashington,DCregionandNewYorkCityallowsforeasyinteractionandwhenneededinpersonsessions,aswellasallowingforfasterUSmarketreachandattaintingthegoalsofcampaign.
M ay 24, 2016 Page 4
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Methodology TosupportMoneycorpPoweredbyTempus’sUSmarketdevelopmenteffort,FrostMillerwouldrecommendamixofdirectanddigitalmarketing.
Themostimportantmarketingobjectiveistoguideprospectsthroughthedecision-makingprocess.ThiswilltakelongerintheUSthantheUKwherebuyersandRealtorsaremorefamiliarwithMoneycorpandthewholeFXandinternationalpaymentsaswell.Therefore,acrucialpartofthemarketdevelopmentcampaignforUSconsumersiscreatingawareness.Thatwillbefollowedbycreatingactionvialiking,preferenceandpurchase.HavingadigitalfootprintthatmatcheswhereandhowaUSconsumerexploresbuyingpropertyoverseas,orbecominganexpatriatethroughretirementorworkeffortswillincreasethequalityandresultsfromleads.
RecognizingthatgettingRealtorstosignupfortheprogramisthefirststep,thefollowingrecommendationsplaceemphasisonthatstage;however,thesecondarystepofgettingbuyerstoengagemustbestartedsimultaneouslysinceitwilltakemoretimetoguidethemthroughthedecisionmakingprocesstouseMoneycorpservices.
LeadBrandingIntoMarket:Moneycorp.Itisclosertotheconsumermarketsandeasiertounderstand.Whilethefull“MoneycorpPoweredByTempus”ispartofthewebsite,theTerms&Conditionsandtheonlineaccountintheenditismoreofacontractualrelationshipthanaconsumerbenefit/facing.ThesimplerbrandmessageusingMoneycorpwillbetterdriveawarenessandbrandacceptancefaster(andremembering).Thegoalistodriveawarenessandquickcalltoaction,leadingtoaccountssetupandtransactionsflowing.
TargetCitiesand/orCountriesinclude:UnitedStates:NewYorkCityregion,WashingtonDCregion,SanFranciscobayarea,SouthernCA(LA/SanDiego),HoustonandDallasTX,Chicagoregion.Overseas:London,France,Spain,Portugal,Germany,Mexico,othersTBD.Manyofthetacticslistedbelowwillbedoneforbothtargetgroups,withvaryingdegreesofemphasis.Attention-awarenesseffortsmighthaveverysimilarmessages,whilecalls-to-actionwillhavedifferentmessages.
1. TargetAudience:RealtorCampaign.Thefirststepwouldbetodefinethetargetmarket–addressingboththoseRealtorswhoalreadyworkwithexpatriatesintheUSaswellashighnetworthUScitizenswhomightbuyabroad.Thespecificmessageforrealtorswillbedeveloped,thiswillincludeastrategyforreachingprospectswithmessagesandimagesthatintroducetheserviceanddriverequeststobecomeareferringpartner.Inordertogenerateprospectsquickly,thebestapproachwouldbeanintegrated,multi-channelapproachusingoutbound,inboundandcross-channelmarketing.Calltoactionwillbefortherealtortosignuptobeareferringpartner.
M ay 24, 2016 Page 5
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Theelementsofthecampaignwouldinclude:
a. Listacquisition–ObtainingalistofRealtorswhogeneratesignificantsales,andbyassumptionwouldlikelyworkwithhighnetworthindividuals,wouldnotbedifficult.Findingthosethatworkwithforeigninvestors/buyerswillbechallenging,butshouldbepossible.Theselistswouldenableustomarketdirectlythroughmailandemail,andusetheliststosupportgrowingourdatabaseinsocialmedia.
b. Directmail–BecausethisaudienceisunfamiliarwithMoneycorp,andbecausewewanttogenerateprospectsquickly,directmailisanimportantpartofthemarketingmixtoRealtors.Itenablesustopromotemoreinformation–pushingprospectsthroughthedecision-makingprocessquicker.Werecommend2-3directmailerstoanestimated10,000RealtorsintargetedmarketslineNYCregion,SanFrancisco,WashingtonDC,Arizona,etc.(Thiseffortmightbewellservedwithasupportingtelemarketingcampaignatalaterdate,alongwithPartnerSalespeopleonthe“PoweredBy”teaminthetargetmarket–includingliveeventsinmarket.)
c. Contentmarketing–Avarietyofmaterialswillbeproducedtoeducatethemarketandexplaintheprocessandbenefits,includinginfographics,asimpleanimatedvideo,acampaignlandingpage,interactivecontentsuchasquizzes,etc.
d. SocialMediaPresence–Realtorshaveadoptedsocialmediafasteranduseitmoreoftenthanmostotherprofessions.FMwouldstartandhelpmanageaTwitter,FacebookandLinkedInaccounts.Itwouldbeuniquetothe“poweredby”alliance,andprovide
contenttoMoneycorpwhenitmakessense,whichhasalargefollowing,thiswouldincludesetup,identifyingaudiencegroups/hashtags/chats/trendsandmanagingthesitesmonthly.OnLinkedInwewouldfocusonrealtorsandtheirabilitytogrowthroughtappingintointernationalbuyers.ThiswouldincludestartingaLinkedIngroupanda“USRealtor”LinkedInpage.Intimethiscouldbemanagedinternallybythe“PoweredBy”teamonceresourcesareavailable.
e. Socialmediaadvertising–BecauseofRealtorsheavysocialmedia
use,theyshouldberelativelyeasytoreachwithsocialmediaadvertisingtodrivelikesandwebhits(andregistrations).Werecommendstartingwitha3-month(June1-Sept1)LinkedInsponsoredcontentcampaign—targetinginternationalrealestateandluxuryrealestateaudience(dailybudget$TBD).
f. DuelReach–AssearcheffortsaredevelopedviaZillow,Realtor.com,InternationalPropertyJournal,HouseHuntersInternational,MillionDollarListingsNYC/LA,etc.touchingbothconsumersandrealtors,takingthemdowndifferentpaths.
g. InMarketRealtorEvents–Holdtargeted“gettoknow”realtoreventsinthefocusedmarkets.Thesecouldbetiedtootherrealestateevents,newdevelopmentopenings,realtorassociationevents,etc.Theformatwouldbethesame,learningfromtheexistingefforts/messageinFLandhowtoapplynationally.
h. RealEstateandRealtorAssociations–Developashortlistoftargetedassociationsandassociatedeventsinthetargetedareastobuildawarenessandtapintolists/contentopportunities.
M ay 24, 2016 Page 6
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
2. TargetAudience:Buyercampaign.Atthesametime,launchingadigitalcampaigntomakepotentialbuyers,bothAmericansbuyingpropertyabroadandforeignersbuyingpropertyintheUnitedStates,aboutMoneycorpservicesavailabletothem.
Thecalltoactiontoconsumerswouldbetosetupanaccount,tradecurrenciesandpayforpropertyoverseas.
Theelementsoftheconsumerfacingcampaignwouldinclude:
a. Marketresearch–WorkingcloselywithDavidCarrithersandothersattheparentcompanies,wewilldevelopaverycleardefinitionofthedemographicandpsychographiccharacteristicsofthetargetaudienceinordertodevelopbuyerpersonasandunderstandwheretheygatherdecisionmakinginformationonpropertypurchasesoverseasandwhatisthetriggeringmessageandofferingtospendtheirmoneyonoverseasproperty,usingMoneycorpvsalocalbank.
b. Mobileadvertising–Utilizingdatatotargettheaudiencewhentheygoonlineand/orwheretheyusetheirmobilephonesinrelationshiptothetargetactivities.Example:targetingpeoplewhoaretravelingfromtargetedUScitiesinternationallywithamessage“Haveyouthoughtaboutlivingoverseasorowningavacationproperty?”
c. Contentmarketing–Asmentionedaboveintherealtorefforts,avarietyofdigitalmaterialswillbeproducedtoeducatethemarketandexplaintheprocessandbenefits,includinginfographics,asimpleanimatedvideo,acampaignlandingpage,interactivecontentsuchasquizzes,etc.In
additionpublicrelationseffortswillbepartofthecontentefforts.
d. Socialmedia–Similartotheprocessdescribedabove,FMwouldstartandmanageaTwitterandFacebookpage.Thiswouldincludesetup,identifyingaudiencegroups/hashtags/chats/trendsandmanagingthesitemonthly.
e. Socialmediaadvertising(3months)–Facebookadcampaign-thiswouldbeagoodwaytoreachthebuyersdirectly.Wecanrun“leadads”togainsign-upsforapieceofinformation(maybewecreateawhitepaperoninternationalmoneytransferthattheycanrequest)(dailybudget$TBD).
f. PlacewebbannersonkeyrealestatetradesitesasZillow,Realtor.com,InternationalPropertyJournal,HouseHuntersInternational,MillionDollarListingsNYC/LA,aswellasWSJ,FinancialTimes,NYTRealEstatesectionsothersTBD.
g. TargetedGoogleSearch/SEOcampaignreachingour
audience.InadditionalignwithandunderstandMoneycorpUKapproachtodateandwhatisworkingand/ornot.
Alltheseeffortsrequireamorerobustefforttodevelop,distributeandhousemorecontentabouttheprogramthenisavailabletoday.Themessaging,images,needtobeUSspecificwhentargetingUSconsumers,alongwithrealestatefocusedforthiscampaign.
M ay 24, 2016 Page 7
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Pricing FrostMilleriscommittedtoworkingwithourclientstoprovidetheabsolutegreatestvaluefortheirbudget.Thepricinghereispresentedforbudgetpurposes,andisbasedontherecommendedmethodologyprovidedearlier.Amoredetailedbudgetwithlineitemestimateswouldbedevelopedaspartofthestrategicplanningprocess,oncewelearnmoreaboutthetargetaudiencesandfinalizetheplan.
PROJECT:CAMPAIGNONEFROSTMILLERSTRATEGYANDCREATIVECOSTS
Marketresearch/strategy $8,000.00–10,000.00
Listacquisition $6,000.00–8,000.00
Directmail $5,000.00–8,000.00
Contentcreation $25,000.00–35,000.00
Mobileadvertising $3,000.00–5,000.00
Webbanneradvertising $3,000.00–5,000.00
Socialmediamanagement(Jun.1-Sep.1) $3,000.00–5,000.00
TOTALESTIMATEDCOST $(53,000.00-76,000.00)
PROJECT:CAMPAIGNONEOUTSIDEVENDORCOSTS
FROSTMILLERWILLBILLTHESECHARGESDIRECTLYTOCLIENT
Directmailprinting&mailing $11,000.00–15,000.00
Mobileadvertising $27,500.00–30,000.00
Socialmedia/search/SEOadvertisingplacement
$7,000.00–10,000.00
WebBanners $25,000.00
TOTALESTIMATEDCOST $(70,500.00–80,000.00)
*BudgetEstimateswillbefinalizedbeforecampaigndevelopmentbegins.
M ay 24, 2016 Page 8
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Marketing Calendar
DATE ACTIVITIES
WeekofMay30 BeginStrategy,Messaging,MarketResearch
ResearchListAcquisition
Finalizebudgets/plans.
IdentityTargetAudiencesonFacebookandLinkedInforads
SetupSocialMediaSites
WeekofJune6 BeginMobileAdDesign
BeginSocialMediaAdDesign
BeginDirectmaildesign
BeginContentCreation
BeginWebBannerAdDesign
WeekofJune20 BeginMobileAds,SocialMediaAds,WebBannerAdPlacement,SEOcampaign
WeekofJuly4 DirectMail(1)Drops
ResearchIn-personevents/associations
WeekofAugust1 DirectMail(2)Drops
WeekofSeptember12 CampaignResultsEvaluationandDefineNextCampaignTargetsandMessage.
M ay 24, 2016 Page 9
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Why Frost Miller
FrostMiller’sexperiencecreatingbrandawarenessanddrivingactionswillbeaninvaluableassetforMoneycorpPoweredbyTempusinitsefforttoquicklyaddprospectsintheUnitedStatesandabroad.Morespecifically,ourexperienceworkingcloselywithDaveCarritherspreviouslyontwosuccessful,longtermmarketdevelopmentprograms,willbeparticularlyvaluabletoyou.We’repassionateaboutresults.Butwe’remorepassionateaboutourclientrelationships.Wewantyoutoloveworkingwithus.We’vewonnumerouscreativeawards,butourrealsatisfactioncomesindeliveringourclients’desiredresults.
FrostMillerwasfoundedin1992,andhasprovidedthecompletespectrumofintegratedmarketingservicestoourclientseversince.Here’sarundownofsomeoftheclientsforwhomwehaveprovidedthewide-rangeofintegratedmarketingservicesdiscussedinthisproposal:
• AdmarHomes• AffinityCenterInternational• AircraftOwnersandPilotsAssociationExpo• AlliedRealtyCorp.• AushermanHomes• ComcastSports• DiscoveryCommunications• DonohoeRealEstateServices• ElectronicTransactionsAssociation• NationalAssociationofHomeBuilders• NationalVentureCapitalAssociation• SeawrightHomes
Research
Frost Miller launches many major projects with research. The right research approach can vary depending on the unique circumstances of the product,
industry and/or client organization.
• Interviews with staff/ others on the client team
• Interviews with targeted groups, existing customers, partners, industry
players and target customers.
• Survey research, which includes strategic planning, database
development, question development, data tabulation, reporting and presenting the results.
• One on one focus group sessions
• Customer surveys (past)
• Existing information about our clients’ industries and competition.
Strategic Planning Frost Miller takes the information learned during the research process,
additional information gathered from the client, and past experience to develop marketing plans. The plans focus on several key areas:
• Identification of the client’s overall mission, goals and objectives
• The goals and objectives for specific campaigns.
• Clear understanding of the target audiences, including their
demographic and psychographic characteristics
• Articulation of the key selling points and call to action
• A tactical plan to support achieving the goals and objectives
• Detailed budgets, broken into line items for each key tactical area
• An execution schedule
• Success evaluation criteria and tracking of results
M ay 24, 2016 Page 10
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Graphic Design & Branding
Our design and branding approach can best be described as marketing oriented. This marketing-oriented approach also creates designs that are typically on
target the first time they are presented to the client, saving time and money throughout the process. Graphic design and branding includes:
• Branding for both organizations and their sub-brands, like events,
advocacy efforts, departments, and more, that supports the client’s overall vision and mission
• Developing themes for events and other initiatives that support the
marketing goals and objectives
• Development of marketing materials, like
o Print / web advertisements (banners/ buttons)
o Direct mail o Infographics
o Video/ YouTube Content
Digital Marketing Frost Miller started developing websites and web marketing more than 17 years
ago. Since then, we have continually evolved our services so that we can help clients develop the most effective digital tools to meet their goals and
objectives. Our digital services include:
• Website user experience planning
• Web design and development
• Microsite and landing page development
• Digital content development and placement
• Digital banner advertising
• Social media advertising
• Mobile advertising
Content Marketing Content marketing is a valuable tool that pushes buyers through the decision
making process. An organization’s content differentiates it from its competitors and adds value to its customer relationships. Data shows that organizations with
a written content strategy are more successful with their efforts than those who do not document their plans. Our content marketing services include:
• Create Content Strategies
• Conduct Content Audits
• Produce Content
• Manage Content Distribution
Social Media
“Let’s talk.” That’s the message you’re sending your customers when you
establish social media accounts. The days of pushing messages out on a one-way
street are over and dialogue is key. Companies have learned social media is not
a fad, but a necessity. Still, it’s a strategic necessity that must be done in a
thoughtful and managed way. Our clients rely on us to know where their
audience is online and how they want to engage. We help clients:
• Create social media strategies and integrate them into their marketing
strategies and messaging
• Conduct social media audits
• Launch new efforts
• Manage daily organic postings
• Understand the marketing benefits of new networks
• Implement paid advertising campaigns on social media sites
M ay 24, 2016 Page 11
PRO PO SA L
Moneycorp Powered by Tempus Realtor and Buyer C ampaigns
Creative TeamThepersonnelwhowouldprovideservicestoMoneycorpPoweredByTempusrepresentanexperiencedteamofdigitalandtraditionalmarketingprofessionals.TheycanprovidetheUSconsumerbusinesswiththehighestlevelofconsultationandcreativeservicestosupportitsmarketinggoalsandobjectives.FrostMillerwouldassignateamwithexperienceacrossallaspectsofmarketingcommunications,andwhohavebeeninvolvedwithallareasofmarketdevelopmentmanagementandmarketing.
FrostMillerGroupKevinMiller,President.Kevinhasspentmorethan30yearsinmarketingcommunication.SincefoundingFrostMillerin1992,hehassucceededinhelpingavarietyofclientsgrow,bydevelopingandexecutingsoundmarketingcommunicationstrategiesbasedonresearchandexperience.Kevinhasdirectedtheintegratingmarketingofmorethan100clientsintheUnitedStatesandabroad.Kevinhasco-authoredtwobooksaboutmarketingandisafrequentspeakeraboutmarketingcommunicationtopics.EvanMann,VicePresident,CreativeDirector.With30yearsofexperienceasagraphicdesigner,artdirectorandcreativedirector—thelast15ofwhichwerewithFrostMiller—Evanhasworkedinavarietyofconsumerandbusinesscategories,includingassociations,automotive,realestate,retailandtechnology.Hismanyaward-winningmarketingconceptsincludethewell-known“SmartHouse,”firstintroducedbyVerizonintheearly1990s.Evanhas
designedordirectedthedesignofallmarketingmaterialsFrostMillerhascreatedoverthepast15years–mostofwhichhaveachievedtremendousresultsforourclientsandearnedusnumerouscreativeawards.ElizabethJohnson,DirectorofContentMarketing.HavingjoinedFrostMillerin2006,Liznowoverseesthecriticalareasofcontentmarketing,whichincludesdevelopingstrategiesandexecutingcontent,publicrelationsandsocialmedia.LizisFrostMiller’sprimarycopywriter.PriortojoiningFrostMiller,Lizworkedforamajornationalassociation,andsincehasworkedoncorporateandnonprofitmarketingandpromotionforseveralmajororganizations,suchasAircraftOwnersandPilotsAssociation,AffinityCenterInternational,CentennialContractors,andNationalAssociationofHomeBuilders.DaveDildine,DirectorofDigitalServices.Daverunsourdigitalservicesdepartment,andisadeptateverythingrelatedtowebdesignanddevelopment—frominitialresearchthroughfinaltestingandlaunch.Hiseducationinthevisualartsandpreviousexperienceasaprintdesignergivehimtheabilitytoproducewell-consideredandwell-executedvisualsandmakethemworkontheweb.DavidIrish,SeniorVicePresident,DirectorofOperations.Recognizingthecriticalnatureofproductionmanagementinthesuccessofmarketingcommunications,FrostMillerhasassignedcontrolofoperationstoDaveIrish,whohasbeenwiththefirmfor18years.DavegeneratesandmanagesallofFrostMiller’sbudgets,schedulesandproduction.