Re: Calgary Marketing and Radio

This iteration is obviously waaaay off brand for TheKey, but the concept is
worth considering.
I realize it's been done enough that most (younger) people realize it's not
actually a hand-written note.
Having said that, this worked extremely well with veterinarians.
We get pinged every time the code gets scanned.


On Tue, Mar 19, 2024 at 12:21 PM Ray Smale <ray.smale@thekey.com> wrote:

> Landing page is solid.
> I got Dennis on the phone.
> He was very good.
> He knew about the benefit - after my calls down here I was worried.
> A soft sell.
> I said I'd check with my mum and get back to him. Even though I was
> driving and he was not being pushy at all - and I respect that - worth
> considering asking for some contact info from the caller (phone or email) -
> unless he was able to snag my cell phone from his screen anyway. He could
> always say: would you like me to send you an e-brochure? He asked about my
> contact preferences and in response gave me his email which was good.
>
> I have a completely different suggestion for the mailer creative.
> I'll send you a sample later.
>
>
> On Tue, Mar 19, 2024 at 10:05 AM Timothy Thomas <tt@thekey.com> wrote:
>
>> Hi Ray,
>>
>> Yes we have just distributed a mailer which will go out in the coming
>> days. We will follow up again towards the end of the radio campaign with
>> another mailer.
>>
>> Here is the landing page where the mailer is directing to -
>> https://thekey.ca/calgary/cdhc
>>
>> I'm happy to work with Megan on a redesign to incorporate a QR code and
>> any other changes you suggest.
>>
>> As for remarketing, I believe this is active but I will confirm with
>> Alexa.
>>
>> On Tue, Mar 19, 2024 at 9:53 AM Ray Smale <ray.smale@thekey.com> wrote:
>>
>>> Yes - let’s get into the creative.
>>> Also can send you some thoughts on the direct mail if what you sent me
>>> is the base.
>>> You’re planning to stack these media, correct? - Run the ads then drop
>>> the mailer in the middle/end of the radio campaign?
>>> A QR code could bounce people straight to a landing page - do we have
>>> that on the website? Then we can retarget visitors for 30 days (assuming
>>> the regulations allow).
>>> Any other digital channels/sites worth considering?
>>> Stacking usually means that 1+1+1 = 4. So it’s worth lining everything
>>> up.
>>> Otherwise it’s much harder to break through the clutter.
>>> Ray
>>>
>>> On Tue, Mar 19, 2024 at 9:38 AM Timothy Thomas <tt@thekey.com> wrote:
>>>
>>>> Hi Ray,
>>>>
>>>> Thank you for bringing the website ad placements to my attention—I'll
>>>> discuss this with our representative. Regarding the budget, I'm hesitant
>>>> about the feasibility of advertising on Spotify or Pandora, as I'm
>>>> personally unfamiliar with their ad experience due to my subscription.
>>>>
>>>> I agree with your observations on ad timing. I'll endeavor to secure a
>>>> time slot that better aligns with our target demographic's preferences.
>>>>
>>>> As for the creative aspect, we haven't started yet. Would you be
>>>> interested in contributing to this process?
>>>>
>>>> Best regards,
>>>>
>>>> On Fri, Mar 15, 2024 at 7:03 PM Ray Smale <ray.smale@thekey.com> wrote:
>>>>
>>>>> Hola.
>>>>> They've got quite a lot of traffic to that website - and I would
>>>>> hazard a guess it skews older since that crowd isn't listening while they
>>>>> drive to work, etc.
>>>>> I realize we have boomers and gen X in our target*.
>>>>> Having said that, when the ads run on the radio do they run on the web
>>>>> at the same time? Presumably not unless you have video/an additional buy?
>>>>> I'm sure they syndicate their digital - in which case you might not be
>>>>> able to buy just their website.
>>>>>
>>>>> I'm assuming digital radio is not an option because of the size of the
>>>>> market you're targeting? Pandora/Spotify.
>>>>>
>>>>> I can't comment on pricing.
>>>>>
>>>>> The hour band is interesting - from 5a to 1a - are most boomers early
>>>>> to bed and early awake? Almost every advertiser is trying to get after 5a
>>>>> of course but that might even be a tad early for boomers. Running to 1a
>>>>> seems like it's pushing it. Don't know what flexibility you have to push
>>>>> them on the time band? If we think boomers turn this on in the morning from
>>>>> 6-11 we could push for something like that and if they therefore want to
>>>>> jack the pricing we could offer to skip the evening drive time window -
>>>>> which every advertiser wants - if we have to compromise with them.
>>>>>
>>>>> * Radio, of course is very broad band and they've not seemed to
>>>>> customize the plan in any way - is that because you feel you want all
>>>>> segments given the bifurcation of our target from boomers to Gen Xers?
>>>>>
>>>>> A question I would have in that regard - if the message is: Claim your
>>>>> benefit - I think the boomers will be more in-tune to that than the younger
>>>>> crowd. If I'm listening to that I might figure out my parents can claim it
>>>>> - but that's when I know they need it. Of the 2 targets, the boomers would
>>>>> be more in tune to a message that says: 'claim this benefit for seniors'.
>>>>>
>>>>> So, without the creative it's hard to fully evaluate. The creative
>>>>> isn't in this deck, right?
>>>>>
>>>>> Happy to talk through on Monday.
>>>>> Have a fun weekend.
>>>>> 954 647 0947
>>>>>
>>>>>
>>>>> On Fri, Mar 15, 2024 at 11:46 AM Timothy Thomas <tt@thekey.com> wrote:
>>>>>
>>>>>> Hi Ray,
>>>>>>
>>>>>> Here is the proposed radio campaign for Calgary. Let me know what you
>>>>>> think.
>>>>>>
>>>>>> ---------- Forwarded message ---------
>>>>>> From: Chuck Terlesky <cterlesky@thekey.com>
>>>>>> Date: Fri, Mar 15, 2024 at 11:13 AM
>>>>>> Subject: Re: Calgary Marketing and Radio
>>>>>> To: Timothy Thomas <tt@thekey.com>
>>>>>>
>>>>>>
>>>>>> OK, postcards will be sent out on Monday/Tuesday.
>>>>>>
>>>>>> I've attached the campaign for 660 AM radio.
>>>>>>
>>>>>> Chuck
>>>>>>
>>>>>>
>>>>>>
>>>>>> On Fri, Mar 15, 2024 at 8:22 AM Timothy Thomas <tt@thekey.com> wrote:
>>>>>>
>>>>>>> Hi Chuck,
>>>>>>>
>>>>>>> That sounds great. Can you send me the exact campaign details you
>>>>>>> selected? Is it the 30 second spots on talk radio?
>>>>>>>
>>>>>>> No, let's get those postcards out asap.
>>>>>>>
>>>>>>> On Thu, Mar 14, 2024 at 3:53 PM Chuck Terlesky <cterlesky@thekey.com>
>>>>>>> wrote:
>>>>>>>
>>>>>>>> Hi Tim,
>>>>>>>>
>>>>>>>> I met with the Rodgers radio guy, who will begin building a script
>>>>>>>> for us. He will start our campaign on April 1 or April 8 (Q2 budget),
>>>>>>>> depending on when the creative gets approved. The script will be sent over,
>>>>>>>> and I'll get your approval before they go into production.
>>>>>>>>
>>>>>>>> The cost of the 13-week campaign is $11,248, which is $3472
>>>>>>>> monthly—under the $3500 we discussed in Vancouver. I have 10,000 postcards
>>>>>>>> ready to distribute. I'm wondering if I should hold off until the end of
>>>>>>>> the month to have the postcards hit the community—this way, some families
>>>>>>>> might hear us on the radio and have the postcard at home. Thoughts?
>>>>>>>>
>>>>>>>> Let me know what you think and if you have any questions.
>>>>>>>>
>>>>>>>> Regards,
>>>>>>>> Chuck
>>>>>>>>
>>>>>>>> --
>>>>>>>> Chuck Terlesky B.A., CCPE
>>>>>>>> General Manager
>>>>>>>> Winnipeg and Calgary
>>>>>>>>
>>>>>>>> Calgary: 403-301-3777
>>>>>>>> Winnipeg: 204-489-6000
>>>>>>>>
>>>>>>>> TheKey.ca   <https://thekey.ca/>
>>>>>>>>
>>>>>>>> [image: TheKey]
>>>>>>>>
>>>>>>>>
>>>>>>>
>>>>>>> --
>>>>>>> Tim Thomas
>>>>>>> Head of Canada Division
>>>>>>> *Please note my email has changed:*
>>>>>>> tt@TheKey.com <tt@thekey.com>
>>>>>>> (514) 591-9387
>>>>>>> TheKey.ca <https://www.thekey.ca/>
>>>>>>> [image: TheKey] <https://www.thekey.com/>
>>>>>>>
>>>>>>
>>>>>>
>>>>>> --
>>>>>> Chuck Terlesky B.A., CCPE
>>>>>> General Manager
>>>>>> Winnipeg and Calgary
>>>>>>
>>>>>> Calgary: 403-301-3777
>>>>>> Winnipeg: 204-489-6000
>>>>>>
>>>>>> TheKey.ca   <https://thekey.ca/>
>>>>>>
>>>>>> [image: TheKey]
>>>>>>
>>>>>>
>>>>>>
>>>>>> --
>>>>>> Tim Thomas
>>>>>> Head of Canada Division
>>>>>> *Please note my email has changed:*
>>>>>> tt@TheKey.com <tt@thekey.com>
>>>>>> (514) 591-9387
>>>>>> TheKey.ca <https://www.thekey.ca/>
>>>>>> [image: TheKey] <https://www.thekey.com/>
>>>>>>
>>>>>
>>>>
>>>> --
>>>> Tim Thomas
>>>> Head of Canada Division
>>>> *Please note my email has changed:*
>>>> tt@TheKey.com <tt@thekey.com>
>>>> (514) 591-9387
>>>> TheKey.ca <https://www.thekey.ca/>
>>>> [image: TheKey] <https://www.thekey.com/>
>>>>
>>>
>>
>> --
>> Tim Thomas
>> Head of Canada Division
>> *Please note my email has changed:*
>> tt@TheKey.com <tt@thekey.com>
>> (514) 591-9387
>> TheKey.ca <https://www.thekey.ca/>
>> [image: TheKey] <https://www.thekey.com/>
>>
>