Roar®
x NAX
Roar® is a hands-on digital marketing agency focussed on business outcomes
It's all about smart activations that elicit visits from "Playmakers" and "Rookies"
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8 areas to maximise NAX success through innovation in media planning & buying
Competition
Because of the standardised school year, NAX is exposed to price increases during competitive media buying periods. Our audience targeting & buying strategies have numerous individual elements, which helps NAX maintain a price advantage over competitors
Personalisation
By segmenting the core audience further, for example, by interests like 'team-sports participation' & matching these sub-audiences with appropriate creative, we'll deliver a more personalised experience to prospective customers
Cost
By using multiple interest segments to define a prospective customer, NAX will see a price reduction, as we bid for niche audience attributes
Accuracy
Using anti-targeting (defectors) & multiple interest segments alongside standard targeting options our prospective customer audiences are more accurate
Bidding
90% of ad spend will be purchased through bidding auctions, so we've devised a sophisticated methodology combining multiple strategies to reach an overall performance goal for each campaign & channel
Access
Some channel activations are only available through relationship buying, but with our buying experience & specialised channel departments, NAX can gain access to the best possible commercial terms
Platforms
Our use of innovative new platforms in channels like Digital Out Of Home means NAX entire media budget can be fully optimised by channel & platform for ultimate optimisation
Dashboards
Using each platform's API to pull campaign & NAX data into a bespoke Salesforce* interface ensures we're always aware of outcome performance & able to uncover actionable information that helps drive optimal results
Let's look at the Apply campaign to see all of these ideas in action
For NAX we envision a performance activation partnership ensuring booking success
We help ambitious brands leap forward with innovative media activations, creative & technology integrations
Our team have completed over 100 projects for major brands
Some initial thoughts about the creative, branding & identity of the project
Creative
UoG's key brand pillars - community, experience & place - will always be behind content decisions, but we need to stand out in this highly competitive space, so creative will be extremely eye-catching & clear
The target audience responds most to content with more information, not less, so creative will seek to add value to the conversation & be memorable
Creative will draw its inspiration from real sources, looking to collaborate wherever possible, thereby promoting authenticity at all times
Colour
UoG's specified goal is to reposition itself as a bold, ambitious, exciting proposition for prospective students
Colour is the first thing people notice & the main thing they remember so we would look to select the boldest, most vibrant, most colourful, exciting & ambitious colours from the UoG palette & we'd look to use them in bold, ambitious & exciting ways - so there won't be any semi-transparent overlays being photoshoped in
You'll see the 3 brightest shades in the example below & throughout this presentation
The Chevron
We were unable to uncover the original meaning behind UoG's chevron symbol, but we would look to embue it with a new meaning, as an arrow pointing skywards, showing the direction of travel
We'd look to elevate the chevron to an iconic status, avoiding semi-transparent uses in favour of block colour
Finally, we'd look to take the idea of an iconic upwards trajectory & have it permeate all aspects of creative, from animation to copy, as seen below in our kick-off concept
Personality
Copywriting that is clever, ironic, funny, deprecating & above all honest is ultra-appealing to the core audience, so we'd look to develop the personality of the brand through content along these lines
The example below shows our early thinking, with course-specific tags that self-reference when they suggest the career benefits
An essential extension
of our team
Elizabeth Eastham
MD @ Veritone
I know I can
always trust them
Kristyn Dunlap
SVP Marketing @ Mocha Global
An indispensable
partner for us
Aidan Whytock
Founder @ Sharpen
What Our Clients Say
Socials
Meta & TikTok
62% of media budget
Media Buying
Goal at achieving maximum reach and frequency within the prospective guest audience in the long term
Use buying methods like cost per completed video view, cost per landing page view & cost per click
Use these methods instead of cost per thousand people reached, for example, because better reach outcomes are derived by buying an action of real intent, like watching a video to completion
Targeting
Narrow the prospective guest population by prominent geo regions & interests
Anti-target "defectors" who might otherwise appear in prospective guest target groups
Concept
Use the scale, targeting options & video placements of the platforms to engage & educate prospective guest as they consider their leisure choice
Creative
Use high quality, vertical videos & do not rely on sound
Begin with a clear value proposition
Look to use the most vibrant parts of the brand identity for a bold, attention-grabbing aesthetic
Bring in real voices, faces & points-of-view from guests to underpin information
The adjacent example shows the "vibe" we are seeking
Audio
Acast, Spotify, Soundcloud etc
7% of media budget
Media Buying
Activate using specialised audio exchanges & prominent self-serve platforms like Spotify
Buying models to include cost per thousand, cost per click & cost per engagement
Negotiate directly with hosts for maximum value
Targeting
Apply age, content, geo & interest segment targeting to all adverts
For host reads, select shows & geo targets where the age & interests over-index
Concept
Use audio ads specifically designed for different platforms, devices & content
Introduce podcast host partnerships from shows that resonate with Playmakers and Rookies with a goal of generating genuine interest & intent
Creative
Create & test multiple audio ad scripts to optimise messaging, ensuring >95% listen through rates
Host reads are great for more in-depth, heartfelt & natural information
The adjacent Roar® campaign example shows an interest targeted paid ad, for Centre Parks
Premium Publishers
TripAdvisor, TimeOut et al
8% of media budget
Media Buying
Activate using specialised exchange platforms with access to multiple inventory sources & a heavy skew to mobile devices
Use multiple buying methods including cost per click & cost per engagement
Targeting
Targeting via age, prominent geo regions & interest segmentation
Anti-target content associated with Defectors
Concept
Use the scale, targeting options & multitude of high impact placements across a premium publisher network to execute a mobile-focussed initiative that engages & elicits bookings from Playmakers and Rookies
Creative
To maximise long-term reach & frequency goals, at a low-cost, only activate static placements
Look to be ultra eye-catching, with simple, bold visuals
Messages need to be short, have integrity, validate the product & have a tone that resonates with the audience
Consider using quotes from playmakers & influencers speaking to areas prospective customers care about
You can see some of our campaign activations in the examples here
Digital OOH
Global, JC Decaux, Clear Channel etc
9% of media budget
Media Buying
Buy through the Sage+Archer platform for unrivalled functionality, equivalent to a paid social or premium publisher campaign
Activate & optimise performance between multiple creatives based on unique QR code analytics
Buy on an opportunity to see basis, closely analogous to a digital impression
Targeting
Combine point of interest, geo & time-of-day to deliver a tightly targeted activation
Targeting example
Bus-stops within 500m of a The Manchester College in Harpurhey delivered 8am-10am & 3pm-5pm Monday to Friday during "Are you Ready" campaign
Concept
Activate DOOH video to achieve mass reach, while retaining targeting, optimisation, performance reporting & motion creative options usually only applied to small-screen digital
Control how we engage with Playmakers and Rookies in real-time using mobile data
Creative to include QR code functionality, shortening the path to action & aiding reporting
Creative
Be as bold, clean & vibrant as possible
Send a positive, optimistic, inviting message with maximum clarity
The adjacent image shows a recent Roar® creative example
PPC
Google Ads
14% of media budget
Media Buying
Consider including cost per engagement, cost per click & cost per booking methods together
Targeting
Leverage keyword clusters combined with geo to maintain audience fidelity
Incorporate NAX CRM data into targeting
Concept
Activate all Google Performance placements
Achieve maximum booking scale within searches for brand and lifestyle terms while allowing granular campaign objectives, outcome optimisation, performance reporting & multiple creative options
Creative
Multiple, search aligned creatives and copy
Reflect the best performing aspects all activity with stronger, simplified messages & pre-arranged spaces to edit for specific discounts or booking windows
Creators
TikTok, Instagram, YouTube
Media Buying
Source, negotiate with & manage creators to guarantee the most cost effective delivery, including cross-platform exposure & authentic sharing from other creators in our network
Boost the best performing posts for significant reach over the creator’s organic following & for more detailed optimisation, ensuring the most direct impact on DM & call outcomes
Targeting
Analyse potential creators’ follower-data to ensure their following over-indexes for the prospective student audience
Support the creator throughout distribution so that the most appropriate post-times, hashtags & trends are utilised
Concept
Partner with a UK-based creator with a large following within the prospective student audience already known for university-themed content
Collaborate with the creator to deliver partnership-style messaging in an authentic & engaging way, for example, daily vlog sponsorship during the peak 2 weeks of clearing
Creative
Focus more on supporting the creation of the most relevant & engaging content & less on strict branding
Curate messaging to optimise towards courses with clearing spaces available
In this example we see Faze, a good illustration of the type of creator we would engage with
Faze creates tutoring videos for a variety of A-level subjects that all have high average engagement
BE THE FIRST! | Phase 1
Budget
60k
Media Spend
45k
Fee inc All Management and Creative Services
15k
*Unlike other agencies we don’t make a profit on our client's ad-spend
100% of NAX planned advertising budgets will be spent directly on media, with no hidden fees
Campaign Overviews
Project Totals
Budget
300k
Media Spend
250k
Fees
50k
ARE YOU READY? | Phase 2
Budget
175k
Media Spend
150k
Fee inc All Management and Creative Services
25k
CAN YOU HANDLE IT? | Phase 3
Budget
60k
Media Spend
55k
Fee inc All Management and Creative Services
10k
ARE YOU READY | Phase 2
Budget
175k
Media Spend
150k
Fee inc All Management and Creative Services
25k
RELOADED | Phase 3
Budget
60k
Media Spend
55k
Fee inc All Management and Creative Services
10k
Every marketing channel has a huge role to play in overall Cost per Booking
Let's look at the concepts and activation methodologies for each channel
Costs
Detailed costings are available in the attached spreadsheet
To show our focus on client outcomes we seek to incorporate performance incentives into our commercial agreements