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Stride Credit Union

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on 7 March 2017

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Transcript of Stride Credit Union

To build your new brand.

To sell the Stride Credit Union advantage.

To expand overall business and market share.
The Need
Why Advertise?
Magic Formulas
Purposeful Marketing
Why Radio?
Radio is always accessible
Success Stories
Why Advertise?
Why Advertise?
Why Advertise?
Why Advertise?
Due to circumstances beyond your control, you’ll lose
20 to 25 % of your current customers due to changing demographics, increased competition, geographical moves, changes in income, marital status, new products, career moves, divorces, births, and a long list of other market conditions.

You have little or no control over what is being said about you
on social media or in the marketplace, but you have total control over the image your advertising creates.

Repetition sells! Businesses that reach and influence consumers
repeatedly over time with multi-platform approaches build stronger consumer awareness, confidence, and sales.

Investors, bankers, and would-be business purchasers
or partners actually place a value on the ‘goodwill’ or ‘brand’ created by your advertising.

While your competitors repeatedly try to steal market share,
advertising is a great reminder to maintain customer loyalty.

Share of Voice = Share of Mind = Share of Market
The old expression “we had eye lids, but not ear lids” means we can skip over printed, or other passive media messages but can absorb intrusive radio messages without consciously engaging.

Why Radio?
The internet has made it fast and easy to search for the facts details and prices about your offerings. But more often than not buyer decisions are made emotionally and only justified logically with research and facts after that emotional story has won their hearts. Radio’s human voice, story telling, and humour can inspire consumers to search for your facts and details online.


Why Radio?
Busy consumers won’t take time to read ads or websites for products or services they are not in the market for. But intrusive radio influences them on the go, before they have a need, creating preferences for your business when they do have a need and begin their search.


Why Radio?
While channel clutter fragmentation and a growing list of online and mobile media cannibalize the reach of most channels, radio’s reach has remained constant, reaching 91% of consumers every week.


Wherever You Are...Radio is There With You!
In the car, at home, and at work!
Streaming online and on your mobile phone.
Radio drives your message home, reaching your customers throughout the day.
Farmers'
Appreciation
Lunch
Fort McMurray
Donation Drive
Our History
28.8 million Canadian adults access the internet with a computer.
Users consume 39 hours a month browsing on desktops and laptops.
Internet
TV
Dailies
Radio
Market Realities
75 hours a month

Over 3/4 Canadian mobile phone users own a smart phone.
Add in Mobile Browsing...
"'Built by Radio"'
30-second commercials daily
Jock Talk
News/Weather/Sports
Launched in 2003
# of users: 0
# of page views: 0
# of users: 76,000 independent IP addresses
# of page views: Over 2,800,000 pages of PortageOnline consumed monthly!
Over 96% of users return
daily!
We are the #1 source of local news for Portage la Prairie and Area!
Today - 2016
Your Message
Radio Marketing Plan
Online Marketing Plan
Summary
January 1st – December 31st , 2017

30-second commercial schedule:
CFRY 920AM, Mix 96.5FM & Country 93.1FM
• 2 – 30-second commercials per day, airing Monday – Friday
• Total of 520 – 30-second commercials per station
• Commercials will air in Prime Time between 6:00AM – 9:30AM & 11:30AM – 2:10PM

10-second commercial schedule:
• 8:30AM Sports feature on Country 93
Airing daily Monday – Friday

• 7:00AM Weather feature on Mix 96
Airing daily Monday – Sunday
Value Added:
Summer Events Sponsorship on Mix 96 and Country 93
• Name Recognition on 120 Live-On-Location ID liners per station
• Name Recognition on 120 Produced Promo commercials per station
Objective:
• Maintain awareness of new brand and continue to promote advantages.
• Promote various products and services (Mortgages, loans, investments...etc.).
• Provide continuous 24/7 visual exposure of logo with accompanying slogan.
• Encourage people to go to your website for more information.

Plan:
• Leaderboard ad on premium space on PortageOnline Homepage.
• Ads linked to Stride Credit Union website.

Magic Formulas
Greek philosopher Aristotle explained the power of synergy when he said "The whole is greater than the sum of the parts"; meaning each part alone is not as powerful as the cumulative impact of several parts.
Magic Formulas
Reach x Repetition x Relevance = Results
Local businesses which have a strong BROADCAST presence consistently create stronger share of mind than businesses which rely solely upon print or the internet.
Reach multiplied by Repetition improves results, with the greatest multiplier of all being Relevance of your message.
One Plus One Equals Three
The internet alone, and radio alone, are not as powerful as radio and internet together.
Leaderboard Ad on Homepage
(max 4 rotations)
Homepage delivers over 600,000 page views every month!
Increased Marketshare = Increased Profits for you!
Increase & Maintain Top-of-Mind Awareness of Stride Credit Union.
Sell the Stride Credit Union advantage!
Consistency + Frequency + Message = Marketshare
CFRY 920AM, Country 93 and MIX 96, combined with PortageOnline will help you reach your target market!
Your Market is Changing
You Control Your Advertising
Advertising Creates Powerful Inter-media Synergies
Stakeholder Confidence
Advertising Reinforces Your Existing Customer Base
Radio Is Intrusive
Radio Can Tell Your Story
Radio’s Reach is Constant
Radio Creates Pre-need Preference
Your Message
Your Message
Local Woman Steps
Up To Help Fire Victim
CFRY Helps Annual
Kettle Campaign
Full transcript