ADVOCACY ADVERTISING DELIVERS

A CASE STUDY ON BEHALF OF INDEPENDENT COMMUNITY BANKS OF AMERICA & ADFERO @SueZoldak @adfero

2.4.14

7,000 COMMUNITY BANKS

300,000 EMPLOYEES

THE CHALLENGE

HAVE
Beltway print advertising during fly-ins Traditional grassroots emails

WANT
Public opinion research Launch @EndTBTF New ways to support GR message

PLAN

SOLVE 3 CHALLENGES WITH 1 INTEGRATED STRATEGY + BONUS ROI

GOAL
+ + + Collect polling data Launch Twitter handle Send emails to Congress Provide audience profile Generate unique emails to Congress Map grassroots activity in real-time

THE PROCESS

DATA
1 2 3

POLL ONLINE VIA CIVIC SCIENCE ANALYZE CROSS TABS CREATE AUDIENCE PROFILE

TARGET
1 2 3

DATA AD NETWORK DATA TWITTER AGENCY TARGETING STRATEGY

LAUNCH & MONITOR

1

DAILY AD PERFORMANCE REFINES PROFILE ADS ADJUSTED PER AUDIENCE TARGETS

TIMELINE

8 WEEKS

THE RESULTS

PUBLIC OPINION POLL

SURVEY RESULTS:

BANNER ADVERTISING
6.86 MILLION IMPRESSIONS 2 TO 3 TIMES EFFECTIVENESS RATE 10,000 UNIQUE VISITORS

TWITTER ADVERTISING
AUDIENCE PROFILE 4,200 FOLLOWERS @ENDTBTF ENGAGEMENT
BEFORE

AFTER

GRASSROOTS
142 UNIQUE LETTERS 0 PROMPTS

IT IS TIME FOR PEOPLE TO BE PROTECTED, NOT THE BIG BANKS.

THE RISK OF FAILURE IS THE PRIMARY DETERRENT TO TAKING ON TOO MUCH RISK AND ITS AN ESSENTIAL INGREDIENT IN CAPITALISM.

OUR GRANDPARENTS EXPECTED BANKS TO MAKE REASONABLE INVESTMENTS THAT BETTERED THE LOCAL COMMUNITY AND SOCIETY IN GENERAL.

ADAM SMITH MUST BE ROLLING IN HIS GRAVE.

BEST PRACTICES

COOPERATION AND INTERNAL BUY-IN ACROSS DIVISIONS AT ICBA

COMMUNICATIONS AND MARKETING

MEMBER RELATIONS

SOCIAL MEDIA

GOVERNMENT RELATIONS

CONSTANT ANALYSIS AND DAILY OPTIMIZATION ON AGENCY/VENDOR SIDE

AUDIENCE PROFILE

ANALYSIS

SOCIAL MEDIA

AD TARGETING

CONTACT
Sue Zoldak szoldak@adfero.com