1. AO Confluence TM - WillowWorks1 Campaign-Driven Advertising: The Leverage Effect America Outdoors Confluence TM 2007 December 7, 2007 Julie Thorner - WillowWorks America Outdoors Confluence TM 2007 December 7, 2007 Julie Thorner - WillowWorks

2. December 6, 2007AO Confluence TM - WillowWorks2 Our Workshop Goals / Understand the real difference between an advertising campaign and a series of ads. / Offer a process & a template for developing effective advertising campaigns to meet your business objectives. / Learn how to leverage all your marketing and sales tools together to create the most powerful marketing campaign. / Understand the real difference between an advertising campaign and a series of ads. / Offer a process & a template for developing effective advertising campaigns to meet your business objectives. / Learn how to leverage all your marketing and sales tools together to create the most powerful marketing campaign.

3. December 6, 2007AO Confluence TM - WillowWorks3 Our Workshop Process / Co-create an integrated, compelling ad campaign this afternoon with industry experts - You. / Break into small groups to take on different parts of the campaign / Co-create an integrated, compelling ad campaign this afternoon with industry experts - You. / Break into small groups to take on different parts of the campaign

4. December 6, 2007AO Confluence TM - WillowWorks4 Useful Ad Campaign Tools / Strategic Creative Brief: / Strategy, Branding, & Positioning document for your company or campaign / Ad Spec Sheet: / Contains ad focus, target market, specs, copy, offer, and ad submission info - all in one handy place! / Strategic Creative Brief: / Strategy, Branding, & Positioning document for your company or campaign / Ad Spec Sheet: / Contains ad focus, target market, specs, copy, offer, and ad submission info - all in one handy place!

5. December 6, 2007AO Confluence TM - WillowWorks5 Campaign Objective / Why are we communicating? / Brief campaign description / Company Business Objectives / (Top 3-5 max) / Company Marketing Objectives / (Top 3-5 max) / Why are we communicating? / Brief campaign description / Company Business Objectives / (Top 3-5 max) / Company Marketing Objectives / (Top 3-5 max)

6. December 6, 2007AO Confluence TM - WillowWorks6 Your Campaign Challenge: Getting Families Outdoors with Outfitters

7. December 6, 2007AO Confluence TM - WillowWorks7 Website Objectives / Your single most important tool to Communicate and Convert: / Communication Effectiveness: content / Usability: organization, navigation / Conversion Goals: buying trigger points / Search Engine Placement (paid & organic) / Test offers, landing page designs, copy / Your single most important tool to Communicate and Convert: / Communication Effectiveness: content / Usability: organization, navigation / Conversion Goals: buying trigger points / Search Engine Placement (paid & organic) / Test offers, landing page designs, copy

8. December 6, 2007AO Confluence TM - WillowWorks8 Marketing Mix Tools / Advertising Objectives: / Reach, placement, channels, specific media / Ad spec sheet per media placement / Print Publication Objectives: / What, size, self mailer, DM piece / Direct Sales Objectives / e.g. Package/Partner goals, sales team goals, specific group targets, etc. / Advertising Objectives: / Reach, placement, channels, specific media / Ad spec sheet per media placement / Print Publication Objectives: / What, size, self mailer, DM piece / Direct Sales Objectives / e.g. Package/Partner goals, sales team goals, specific group targets, etc.

9. December 6, 2007AO Confluence TM - WillowWorks9 Brand Info: Company/Brand Positioning / Define brand: / What is it, what does it stands for, personality attributes, adjectives / What kind of car(s)…? / Primary and secondary brand competitors (not just the obvious ones) / Define brand: / What is it, what does it stands for, personality attributes, adjectives / What kind of car(s)…? / Primary and secondary brand competitors (not just the obvious ones)

10. December 6, 2007AO Confluence TM - WillowWorks10 Target Audience(s) and Communication Objective / Primary and secondary targets / Single most important message to communicate / Key benefit to target / Current/desired perception of target / Call to action / Primary and secondary targets / Single most important message to communicate / Key benefit to target / Current/desired perception of target / Call to action

11. December 6, 2007AO Confluence TM - WillowWorks11 Positioning and Message

12. December 6, 2007AO Confluence TM - WillowWorks12 Campaign Execution and Measurements: / Is there certain artwork, verbiage, tonality that should be used/avoided?  What does success look like? / Most important part of SCB to set up BEFORE you launch campaign  You can ’ t assess results of something you didn ’ t measure / Is there certain artwork, verbiage, tonality that should be used/avoided?  What does success look like? / Most important part of SCB to set up BEFORE you launch campaign  You can ’ t assess results of something you didn ’ t measure

13. December 6, 2007AO Confluence TM - WillowWorks13 Consistent branding. Consumer-focused message. Leverage across all tools. Measure. Measure. Measure.