Transcript KOEPPEL PPT TEMPLATE - Koeppel Social Marketing

A Marketing Agency
WHAT WE DO
Koeppel Social Marketing is a world-class direct response marketing agency specializing in integrating all the key elements
of effective Multi-Channel Direct Response™ TV, radio, electronic media, Internet and print campaign production and
management services for the Social Market sector.
Koeppel Social Marketing offers a complete background of corporate management and marketing services unique to this
industry for a very specialized segment of clients wishing to stimulate change in our society. Koeppel Social Marketing is a
wholly-owned subsidiary of koeppeldirect.
• WHY WE DO IT
Koeppel Social Marketing’s founders are concerned about America’s future. We understand that solutions to the
challenges our nation faces must be economically, socially and environmentally sound. Koeppel Social Marketing was
founded to help organizations achieve their missions, exponentially grow the movement, and transform America toward a
more sustainable, prosperous, healthy and secure future for all.
Optimize your Marketing Campaign with Koeppel
Social Marketing; You’ll Value Our Expertise!
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The Founders
Richard Sutter
Richard Sutter has been in the consumer marketing business for more than 30 years, effectively leading and coordinating
product development and manufacture, direct market advertising, complete television creative and production, media
procurement and management, inbound and outbound telemarketing, interactive electronic retailing, celebrity
procurement, and international marketing management.
Richard has been instrumental in the developing many innovative marketing campaigns in both the spot and programlength commercial marketing business that have set the industry standard. He has been on the leading edge in creating
many "firsts" in the consumer product marketing business. It is this challenge that motivates and sustains him. Some
specific examples are:
• First to use major celebrities in spot direct response in the 1970s.
• First to sign a multi-million dollar broadcast media package for Home Shopping.
• First consumer product sold in a long form (30 minute) commercial.
• Creator of one of the best selling and longest running consumer products in the history of long form
marketing.
• Creator of the first successful environmental long form commercial: Ecomercial.
• Creator of the first direct response retail/manufacturer multi-product national marketing campaign:
• First to create a distribution structure for direct response in mainland China.
television
Target Stores.
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Peter Koeppel
Peter Koeppel has more than 25 years of advertising, marketing and media experience and a MBA in Marketing from The
Wharton School. Prior to forming koeppeldirect, Peter was a partner at Joiner Rowland Serio Koeppel, and an
account supervisor at The Richards Group for various divisions of The Southland Corporation (7-Eleven). While
working with Southland, he developed and implemented plans for the national introduction and rollout of Barricini Ice
Cream. He also contributed to the Metromedia Long Distance, Advanced Tobacco and CIGNA Health Plan accounts.
His extensive marketing experience includes product management positions for the Pittsburgh-based H.J. Heinz
Company and for the Ben Hogan Golf Company. At H.J. Heinz, he managed all consumer and trade promotions,
marketing research and new product and packaging introductions for the $200 million Heinz Ketchup Brand.
Peter started koeppeldirect in 1995 and has built it into one of the leading DRTV media buying firms in the U.S.
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Larry Greene
Larry is a 30 year veteran in the direct marketing industry. He founded Network Direct, Inc. (NDI) in 1989, a call center services
firm that provides clients with brokerage and management services. In 2005, he sold his company to focus on the participatory,
deliberative democracy field and to offer his direct marketing services to companies and organizations specializing in
green/sustainability and socially responsible business sectors. Before founding NDI, he and Richard Sutter founded Marketing
Resources Network in 1985 to combine their capabilities in the direct marketing field.
While NDI’s expertise is concentrated on inbound 800 and 900, live and audio-text telemarketing and outbound telemarketing,
Mr. Greene also connected clients with direct mail, print, radio, television direct response, data processing, and fulfillment service
providers and advised on these campaigns. He now offers this broad range of services to socially and environmentally
responsible firms and organizations.
Larry is also founder and Chairman of Navigating Our Future (www.navigatingourfuture.org). He envisions it as an independent,
nationwide, financially self-sustaining, individual membership-based, not-for-profit organization that is dedicated to the best
interests of—and held in common by—all Americans. The goal is to become a multi-million person strong base of wellinformed, engaged citizens.
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Why We Do It
Our Mission:
To create Multi-Channel Direct Response™ marketing programs that
present realistic and hopeful ways to move the vision for what America can
become to actions that improve the lives of all Americans
To help clients who have developed their visions, plans and strategies to
succeed with their missions.
We only succeed when our clients succeed.
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Who We Serve
Richard Sutter, Larry Greene and Peter Koeppel each have more than 25
years of experience in the direct marketing industry and have created and
implemented many progressive marketing strategies for a vast array of
commercial and direct response clients that include:
Better World Society
Walt Disney Productions
Planet Live
Mattel, Incorporated
Cheseborough-Pond's, Inc.
Earth Island Institute
Mars My M&M’s
Sony/BMG
Scholastic
Columbia Pictures Corporation
World Wildlife Fund
Target Corporation
Turner Broadcasting, Inc.
Children International
Herbalife, Incorporated
J. Walter Thompson
HamiltonBeach/Proctor-Silex,Inc.
The Wall Street Journal
Proctor Gamble
Cigna/Nations Health
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The Services We Provide
Professional Development, Creative, Planning, Buying and Management for:
Short-form television (:30, :60, and :120)
Long-form television (30 to 60 minute programs)
Online campaigns, including search engine marketing, search engine
optimization, banner advertising, ad network buys, etc.
Direct response radio, long and short form
Print direct response
Direct mail
Per-inquiry opportunities
Integrated, multi-channel campaigns, combining online, DRTV, print,
radio, and direct mail advertising
Lead generation campaigns
Branded multi-media campaigns
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What Services We Provide
More of what we provide:
Drive to web campaigns
Drive to retail campaigns
Campaign management, including integration of DRTV, online, print
and radio media buying, direct mail, production, telemarketing,
fulfillment, reporting and analysis
Testing, analysis and roll-out
Campaign optimization utilizing our sophisticated target audience
profiling and tracking platform (MAPP™)
The following are some of the proprietary marketing management tools
we provide exclusively to our client:
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Media Audience Profiling
Platform™
Koeppel Social Marketing has developed a sophisticated audience
profiling and tracking platform (MAPP)™. This new technology enables
us to more efficiently reach the right target customer for each direct
response campaign. MAPP™ continually evaluates consumer response
data, which allows us to optimize a media buy throughout the course of a
campaign.
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Developing More Targeted
Media Plans Utilizing MAPP™
Media Audience Profiling Platform (MAPP)™ amalgamates multiple sources of
data, which are analyzed in developing media plans we customize for each
campaign. MAPP™ pinpoints the networks, stations and programming viewed
with the highest frequency among consumers within the target demographic
profile who have purchased similar products or services.
MAPP™ merges this data with “real time” media rankings and ratings, which
maximizes the information available for identifying the best media and
programming for our advertising campaigns.
Our analytics team reviews this information in conjunction with media that has
historically performed well for comparable products targeting similar
audiences.
The resulting data is integrated into customized reports.
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Campaign Management and
Optimization Utilizing MAPP™
Once the campaign begins, MAPP™ employs advanced tracking and
reporting metrics to ensure ROI efficiency.
MAPP™ produces concise maps, which track consumer response on many
levels, such as nationally, by state, by DMA, by county, by city or zip code.
MAPP™ also tracks response by demographics.
When applied to a national campaign, MAPP™ identifies “hot spots” of high
response, which allows us to supplement the national media buy with a local
schedule in areas generating the strongest response.
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MAPP Real Time DRTV Tracking
Immediately find “hot spots” of
high response levels, while the
campaign is airing.
Plot response rates against any number of
variables (age,income, etc.) against any
geographical area (total US, state, county,
zip, DMA, etc.)
Quickly drill down to view
responses at the DMA level, zip
code and county level.
View national responses at the local
market level
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MAPP™ - The Technology that
Makes Koeppel Social Marketing’s
Media Campaigns More Profitable
Utilize leading research tools, including Nielsen, TNS Media Intelligence
and MRI survey research
The bottom line is that MAPP™ allows us to produce more profitable media
campaigns for our clients.
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Overview:
Galaxy
Explorer
Galaxy Explorer provides comparative analysis of broadcast, cable, and syndication
audience estimates in a single powerful system. This client-server application produces a
variety of reports based on US and Hispanic audience estimates. Data available includes
household and persons estimates – for program and time periods – on a daily or weekly
basis.
Feature & Benefits:
“Real time” network rankings and ratings
Time period, program data, viewing source and usage categorize data by time period and
by program
Report time period data for individual days, averages or both
Report program data using a variety of averaging options
Report program averages and/or individual telecast data, as well as cable tracking and
episode averages
Utilization of Galaxy Explorer allows us to use “front end”
metrics in order to reach your target demographic.
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MRI® Survey Research
Rationale
MRI is the comprehensive source for demographic, lifestyle, product usage
and media information in the United States.
Through annual personal interviews and self-administered surveys of more that
25,000 consumers, MRI collects and analyzes data on consumer
demographics, product and brand usage, and exposure to all forms of
advertising media.
MRI survey research pinpoints the media seen most by people in a target
audience, who have purchased/used a product/service in a specific category in
the last 6-12 months.
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Reporting & Analysis
CORE DR is the leading direct response media management platform in the
industry. We utilize CORE DR for all short form TV, radio, print and online media
campaigns.
CORE DR offers a wide range of features, including: management of spot media
buys, post buy analysis and Nielsen data (Impressions and Ratings)
CORE DR also gives us the ability to import daily call-center data files and
Broadcast Verification System feeds which allows us to track media on a daily
basis.
CORE DR is working with us exclusively in developing two new DR systems.
This new technology is exclusive to our agency.
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Media Analysis Reports
All reports are completely customizable and can be modified to your
individual reporting needs
Daily Media Results Report – This report will reflect the performance of
all media in any given day. Our team builds and analyzes this report on a
daily basis, in order to ensure that each network is performing at optimum
levels.
Weekly Media Results Report – This report provides a detailed weekly
snap shot of each media’s performance. This is a more macro level report,
designed to give a general overview of complete weekly results.
Daypart Analysis Report – This example reflects a weekly media
schedule broken down into specific dayparts. This report is particularly
helpful in determining how each network performed throughout the media
week. As with all reports, it is completely customizable in order to fit your
specification.
These reports represent a fraction of the analytics that can be tracked
when utilizing the reporting and analysis tools available in CORE DR.
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Paid Search Process
Search Marketing
• Keyword Groups
• Customized Text Ads
• Landing Pages
• Daily Bid Management
• Geo-Targeting
Search Engine
Marketing
Experts
Comprehensive Analytics
• Impressions
• Conversions / Sales
• Cost Per Conversion
• Click Through Rate %
• Costs
Continuous Optimization
• New Keyword Opportunities
• New/Revised Text Ad’s
• Landing Page Tweaking
• Ongoing Campaign Optimization
• Utilizing Budget to Full Potential
Our Search Engine Optimization Process
Keyword Research & Analysis
Web Development
Social Networking & Blogs
• Site Analysis
• Keyword Research
• Competitive Analysis
• Link Popularity Analysis
• Full Time Web Team On Call
• Meta Tag Development
• Link Promotion
• Spider-Friendly Code
• Flash and Image Optimization
• Optimization for Algorithms
• Blogs
• RSS Feeds
• News Aggregators
• Customized Search
• Setting up client on leading social networking sites.
Site Execution
Analytics & Site Review
• Site-Map Submission
• Paid & Free Directory Listings
• Tweaking code to emphasize what is working organically.
• Position Reporting
• Dedicated SEO Manager
• On Demand Reports
• Monitoring Competition
Koeppel Social Marketing All Inclusive Online Package
Search Engine Optimization Process
• Research & Analysis
• Site Analysis
• Competitive Analysis
• A-B Testing
• Keyword Research
• Link Popularity Analysis
• Development
• Full Time Web Team On Call
• Link Promotion
• Optimization for Algorithms
Search Engine Marketing Process
• Meta Tag Development
• Spider-Friendly Code
• Flash and Image Optimization
• Multiple Ads Per Keyword Group
• Conversion Tracking
• KI will track conversions of each ad and rotate ads
into production according to performance.
• Ad Variations
• Tracking Results
• Social Networking
• Blogs
• RSS Feeds
• News Aggregators
• Customized Search
• Setting up your company on leading social networking sites.
• Day Timing
• Koeppel Interactive will set ads to run at certain
times of the day.
• Peak Traffic Timing
• Launch
• Site-Map Submission
• Paid & Free Dir. Listings
• Tweaking code to emphasize what is working organically.
• Monitor & Review
• Budget Utilization
• After the initial month of ad testing, KI normally
finds that it can lower monthly budget spends to
maximize what is working.
• Landing Pages
• Position Reporting
• On Demand Reports
• Dedicated SEO Manager
• Monitoring Competition
• KSM will custom build landing pages
centered around PPC campaigns and specials.
An Approach That Works
We ensure the success of every client’s marketing program by:
Integrating the key elements of an effective Multi-Channel Direct
Response™ media buy, including DRTV, print, radio, direct mail, and
online.
Working closely with our clients and understanding their objectives, we
agree to tangible, reachable goals, and then guide them through the stages
of the buying process…from media testing and analysis, through roll-out.
Managing the key aspects of a Multi-Channel Direct Response™ campaign.
Aligning our clients with the top firms in the areas of Multi-Media production,
response capture services, web design and fulfillment.
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An Approach That Works

Customizing every buy to use the media generating the highest
response for a particular campaign
 Achieving maximum results by using all proven and up-to-the-minute
techniques, including our sophisticated MAPP targeting, tracking and
campaign optimization systems and custom reporting
 Delivering direct response advertising that leads to both immediate and
long term measurable results, by employing a network of experienced
professionals who have successfully managed direct response
campaigns in all product categories
 Koeppel Marketing through its parent company Koeppel Direct is
currently buying direct response advertising in more than 200 markets in
the U.S. and Canada, on all national cable television networks (long and
short-form), on a wide range of nationally syndicated television shows, on
both national satellite TV networks, on national broadcast networks, online,
on network, satellite and local radio stations and in national and local print
publications
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What Makes Us Unique
Proven track record for generating results for a wide range of
products/services marketed through direct response campaigns
High level of account service delivered 24/7
The most talented and experienced media buyers in the direct response
industry
Innovator in sourcing new, high performing media outlets for direct response
advertisers
Our research driven approach allows us to optimize your media buys
Full time analytics department works closely with the buying and account
service teams to maximize campaign performance
Our analytics team generates customized reporting and utilizes
sophisticated targeting and tracking techniques through our proprietary
Media Audience Profiling Platform (MAPP™)
We buy more creatively than many other direct response agencies, which
translates into more innovative buys and improved results
We work as a true marketing partner with our clients
We have complimentary values with and are dedicated to the visions and
missions of the socially responsible clients we choose to serve
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Contact Us
Richard Sutter
Telephone: 310.459.2271
[email protected]
Peter Koeppel
Telephone: 972.732.6110
[email protected]
Larry Greene
Telephone: 360.378.3123
[email protected]
www.koeppelsocialmarketing.com
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