1. Cafele premiate
Online Campaign Proposal
15th
June 2013 – 30th
July 2013

2. Objectives
Drive sales
Increase the number of quality visitors to the site
Promote the “Cafele premiate“ website
informing users

3. Display campaign
Key points
 Budget
The key principle is: If people are taking
action, they're retaining information
better than if it's a passive interaction
RON EUR
Total no of exposures : 4.794.750
Net/Net Cost w/o ad server : 27.000,68 4.931,19
Ad Server Cost 493,04 113,34
Facebook 1.200,00 275,86
Google 4.350,00 1.000,00
NET / Net Cost
TOTAL
27.493,71 6.320,39

4. MEDIA STRATEGY

5. 5
People interested in buying coffee
Deliver:
The right answer
To the right people
At the right place
At the right time
In the right context
Core channel:
Google search
Going out & women sites
category
Information websites
category (news ,business)

6. 6
Approach:
Intrusive
Highly visible
Interruptive
Repetitive
People who might be interested in
quality coffee
Core channel:
News site category
Business category
Women category
Portal

7. MEDIA TACTICS
7

8. Most advanced targetting technologies
8
 Time based targeting
 Demographic targetting( Facebook)

9. 9
Time based targetting
Target- People interested in buying quality coffee
Working & week day  news, business, search , portal site
category
Week-end  focus on women, going out, social media
 Target - might be interested in quality coffee
After hours  news, social media
Week end  social media

10. MEDIA CHANNELS
10

12. Website with a high affinity level

13. 13
women businessnews Going out
Display
portal

14. 14
Large Format banners  visibility
Leaderboard expand
SEE EXAMPLE
Standard format banners  traffic on
the client’s website
Leaderboard
Box
Sky
Proposal format

15. Expandable
• High visibility and
memorization on
the homepage of
sites that offer
qualitative
placement and
content
• This is extended
throughout the
chosen categories
on powerful sites in
terms of traffic as
well as on coffee
affinity sites

16. Synchronized channels
Synchronized channels–Synchronized messages–
Personalized messages  different copy in banners,
social media, search,
Use customer intelligence to put relevant messages in
front of your customers  many ads texts onGoogle
search and Facebook

17. Sales campaign
 Affinity sites and targeting, with low CPM and CPC cost
 Formats: classic formats, with call-to-action messages
and expandable formats
KPIs
– Cost per click, Click rate, Visits, Visiting rate, Cost per
visits
– Leads

18. Sales campaign
Ensure visibility and brand recalling using home pages and
our target sections, while optimizing reach and repetition  no
capping
Right-channel customers to lower costs, which offers a qualitative
placement and content  business, women, going out, news,
 Formats: Impacting formats  intrusive banners

19. Analysis & Optimisation Report
Optimization according to KPIs and objective of campaign
Buying products
Visit on client site
Number of Clicks
Click – through – rate
CPCs
CONVERSIONS
ACTION
19

20. Aggressive sales campaign
Key points
Media Budget: € 6.320
Timing: June 15th
– July 30th
Goals:
Generate traffic to Cafele premiate
webpage
Informing users of the high-class
products
Complementary data:
Leads

21. Conversion Tracking
• Conversion tracking is a form of website analytics that
measures the success of a campaign at directing a
user to a website and tracking if they take the desired
action or behaviour
• Tracking occurs by placing dedicated tags for each
action or behaviour on the advertisers website before
the campaign starts

22. Goal of Google
Generate Traffic
Optimizing your ads increases the probability that people will pass
along your message
Your message will be disseminated to new and diverse
crowds and bring new visitors to you.
Generate Leads
Influencers  Build a direct relationship with your product.
Join the Conversation
Identify social networks where consumers are already talking about
your product and the way your product is perceived and accepted

23. Proposal on top
Sponsorship the morning news (hourly targeting
8 a.m-10 a.m.)
 Permanent banner on realitatea.net, rtv.ro and kanalD.ro
between 8a.m and 10a.m (aprox 2.000.000 unique)
“ Citeste stirile la o cafea premiata”

24. Proposal on top
 Articles Tagged with the word “cafea “on home page
 Sticky ribbon banner in site tagged articles
Key points
 Budget 5.000 E  great visibility

25. Thank you!Thank you!