1. 2019 Campaign Overview
February 26, 2019

2. Creative Strategic Approach
Continue to position Cambridge Trust as a trusted and qualified private bank by significantly increasing awareness among clients and prospects
Define private banking in a relevant and approachable way
Give relevant meaning to the value of trust in a financial relationship
Leverage the innovative spirit of Cambridge to support Cambridge Trust
5/4/2019

3. Media Strategic Approach
Create an integrated campaign (TV, Radio, Digital, SEM: launching 3/4) that will build off the campaign and create an immediate, elevated impact to continue generating awareness for CT as a capable + trusted private bank
Utilize an upper funnel focus for greater brand awareness, interest, and consideration while leveraging lower funnel tactics for accountability + results
Continue to create an immediate and elevated impact by front-loading media in Q1 + Q2 of 2019
Increasing the frequency in which our audience sees Cambridge Trust and find where they are in their everyday lives
Wealth creators are busy individuals, so the aim is to seamlessly integrate into their routines
5/4/2019

4. Campaign Objectives
Increase Brand Consideration Among Wealth Creators/HNW Individuals We’ll continue to establish brand consideration and awareness by targeting busy wealth creators and business owners through high frequency placements, which will allow CT to integrate into their daily lives and position themselves as a leader in the market We’ll also reach Kendall Square and Belmont audiences more directly through digital channels Align Brand With Trusted Content Sources Brand alignment will be with focused with trusted content sources such as: early morning and late news placements, Bloomberg, WBZ, etc. which will position Cambridge Trust as a qualified leader in the market
5/4/2019

5. Media Overview
TV: increase reach/frequency with the incorporation of 15s spots from 2018
9 weeks
Early morning, early news, late news, prime/sports
Frequency: 4.7 (excluding added value)
RADIO: increase reach and frequency with the incorporation of 15s spots from 2018
11 weeks
WBZ + Bloomberg
Frequency: 15.3
PROGRAMMATIC DIGITAL DISPLAY: utilize a partnership with Dstillery, allowing us to reach our audience more efficiently + drive users further into the site
Programmatic allows us to reach our audience efficiently + run across a multitude of sites through one partner that has strong targeting capabilities, ensuring the ads are being seen by our targets
SEARCH (Google): continue to drive qualified website users + build up share of voice
5/4/2019

6. 2019 Media Allocation
The largest investment is in TV, with 54% of the allocation: TV is the single, greatest awareness vehicle and provides Cambridge Trust with a strong platform to create brand recognition and strategically lead the category in channels that allow for stronger share of voice
Radio helps CT be seen as a partner of trusted content sources, whereas digital + SEM will continue to help efficiently identify and target our desired audiences
5/4/2019

7. TV Programming
5/4/2019

8. Weekly TV Programming View
5/4/2019

9. TV + Radio Creative: 15s + 30s
Innovators
Who do you trust?
5/4/2019

10. Digital Creative
5/4/2019

11. Campaign Timing: 3/4 Launch
5/4/2019