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Fidelity Recap_2011

Rebecca Babcock
Rebecca Babcock

The document summarizes a marketing program between Fidelity Investments and Plum Network from 2011. The program included sponsoring Plum Network's ski lifestyle show "Top of the Mountain" with custom segments. It also featured a branded video, a weekend takeover event in Aspen with a hospitality lounge and VIP event, digital advertising, and a survey that showed increased brand awareness of Fidelity after the campaign. The program reached over 500,000 consumers across TV, online, social media and events.

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THE PLUM NETWORK & FIDELITY INVESTMENTS 2011 Program Recap 11.4.11
PART 1: 2011 PLUM NETWORK AND FIDELITY INVESTMENTS PROGRAM OVERVIEW FIDELITY INVESTMENTS GOAL Generate awareness fore Fidelity Investments by e鍖ciently/e鍖ectively reaching a highly targeted group of active, a鍖uent trend setters and potential Fidelity Investments members who would be interested learning more about the brand. PLUM TV RECOMMENDATION ≒Presenting Sponsorship Top Of The Mountain, Plums local ski lifestyle show with editorial integration across the network and online/social media/mobile extensions ≒Plum Studios Emmy速 Award winning production team to produce an original ad on Aspen Mountain ≒Aspen Takeover: Custom Fidelity and Plum 3 day hospitality and VIP event in Aspen at the Plum Studios ≒Signi鍖cant online/social media extensions for entire program ≒Survey Study FLIGHT DATES: 1/17/2011 - 12/25/2011 1/14/2011 1/16/2011 BONUS FLIGHT PART 1: PROGRAM OVERVIEW
IMPRESSIONS DELIVERED TO DATE TIMING: 1/17/2011 - 12/25/2011 1/14/2011 1/16/2011 BONUS FLIGHT (This does not include additional impressions that will be earned from 10/31/11-12/25/11) PART 2 IMPRESSIONS Impressions Include: ≒Top of the Mountain Show sponsorship with 5 editorial integrations ≒:30 second brand spots, billboards and tune in ads ≒PLUM STUDIOS: Follow the Green Line Promo spot in Aspen ≒Aspen TAKEOVER Event Sponsorship Weekend of March 11, 2011 ≒Digital/Social Media/Mobile Sponsorship ≒Print Units ROB ad and Recap ad IMPRESSIONS DELIVERED TO DATE
PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF TOP OF THE MOUNTAIN About Top of The Mountain Returning to Plum TV for the winter season was the new and improved version of Top of the Mountain. Hosted by Ramona Bruland, along with special guest co-hosts including Oliver Sharpe, Erik Williams, Chris Klug, Gretchen Bleiler and other mountain celebrities. As a half- hour weekly taped show with ten themed episodes throughout the season, Top of the Mountain is an insiders guide to ski and snow lifestyle. Anchored at the Plum Mountain Studio in Aspen, TOM also travels all around the mountain regions exploring and sharing the best things about ski culture and lifestyle. Sponsorship Elements: Fidelity Investments received branded custom open/close graphics with billboards and tune in spots, as well as Plum to produced 鍖ve (5) ski lifestyle segments (info on following page). Fidelity Investments media campaign includes a high frequency rotation of Fidelity Investments brand creative that aired in rotation across the Plum TV Network, as well as directly following each Top of the Mountain Program. PART 3: TOP OF THE MOUNTAIN SPONSORSHIP
PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF TOP OF THE MOUNTAIN Custom Integration: Fidelity Tips Plum to produced 鍖ve (5) ski lifestyle segments for Fidelity with custom open/close graphics. Integration focused on Fidelitys Turn Here branding and ski lifestyle related guidance and tips. Segments close out each episode and were hosted by Ramona Bruland to organically 鍖t the program, and were shared by Plum online, via social media and mobile app. 1)Spring Skiing Ramona Bruland breaks down the essentials for the optimal spring skiing & riding experience. 2) Powder Skiing Ramona Bruland o鍖ers a few important tips for skiing deep stashes of powder. 3) How To Stay Warm Ramona Bruland shows us how to stay warm on those cold winter days. 4) Carrying Your Skis Ramona Bruland has your "Turn Here" Top of the Mountain tips for the best way to carry your skis. 5) Snowboarding Ramona Bruland shares several "Turn Here" Top of the Mountain snowboard tips, brought to you by Fidelity Investments. To View Tips: http://www.plumtv.com/tom/top-of-the-mountain-tips PART 3: TOP OF THE MOUNTAIN SPONSORSHIP
PART 4: PLUM STUDIOS: Follow the Green Line Promo spot in Aspen Emmy-Award Winning Plum Studios produced a custom vignette and promotional spot for Fidelity Investments on Aspen Mountain. Vignette shows a skier's eye view of the most scenic runs at Aspen & use computer graphics to drop in a green line and Fidelity branding. The Aspen Fidelity Green Line Vignette featured custom graphics and voiceover to run for two weeks leading up to the Fidelity Aspen City Takeover as a promotional spot in the Aspen market (e.g.: dont miss the Plum and Fidelity Aspen Takeover: Saturday March 12th and Sunday March 13th) and following the event as a general Fidelity brand ad to run across the network. PART 4: PLUM STUDIOS: Follow The Green Line
PART 5: ASPEN TAKEOVER PART 5: ASPEN TAKEOVER GONDOLA PLAZA FOLLOW THE GREEN LINE ACTIVATION Plum to utilize our exclusive relationship with Aspen Ski Company to create activation at the famed Gondola Plaza, the epicenter of Aspen (every skier must enter through the area at the beginning and end of every ski day and is also a hub for non-skiers to hang out, meet up with friends, etc). ACTIVATION ELEMENTS PART I. Gondola Plaza Takeover (Saturday and Sunday) For an entire weekend during Aspens peak ski season in March 2011 (Saturday, March 11 & Sunday, March 12), everyone at Aspens Gondola Plaza will be fully surrounded by custom Fidelity branding: 1. A LITERAL Green Line including Fidelity logo and turn here tagline/arrow will run along Gondola Plaza and straight into the Plum Studios Fidelity Hospitality Lounge Friday-Sunday March 10-13, 2011 2. Additional Fidelity branded daytime execution on Gondola Plaza to include hospitality tent, on the ground promotions with Ambassadors providing giveaways (for ex, Fidelity branded Chapstick & Hot Cocoa) and Fidelity Spokespeople providing information about the brand and investment tips. PART II. Fidelity Hospitality Suite: Custom Fidelity lounge created inside the Plum Studios each day (Sat & Sun from 9:30am 2pm) for guests to unwind & relax. Held at Plum Studios at the base of Gondola Plaza. Suite included branding, Fidelity Tips and Vignette on 鍖at screen, free massages, hot cocoa, ski tuning and chap sticks. PART III. Exclusive, VIP Soiree evening event (invite-only) on Saturday, March 12 at Plum Studios from 6-9pm. Event hosted the hottest whos who in Aspen who enjoyed tunes from a hip DJ, light catering an open bar, a Fidelity branded photo booth and more.
PART 5: ASPEN TAKEOVER IMAGES: Green Line
PART 5: ASPEN TAKEOVER IMAGES: Daytime Hospitality
PART 5: ASPEN TAKEOVER IMAGES: VIP Event
PART 5: ASPEN TAKEOVER PRE & POST PROMOTION Social media, online and On-Air Promotional Video Clip with Ramona Bruland: http://www.plumtv.com/videos/the-green-line/ index.html Photo Gallery of images from weekend: http://www.plumtv.com/blogs/the-plum-post/photos- 鍖delity-hospitality-lounge-ski-soiree
PART 6: ONLINE CAMPAIGN Plum extended the Fidelity Investments messaging on PlumTV.com and social media promotion and mobile app coverage. The program provided Fidelity Investments with broader distribution via a custom PlumTV.com microsite and Plums Facebook and Twitter feeds. Banner Impressions for Plumtv.com which includes the Plum home page as well as the eight (8) individual market pages and an individual Top of the Mountainpage. 1st Qtr: 180,000 (30% SOV) 2nd Qtr: 90,000 (15% SOV) 3rd Qtr: 90,000 (15% SOV) 4th Qtr: 180,000 (30% SOV) Live streaming programming with Fidelity ads across PlumTv.com Companion Banners on plumtv.com Branded content series online (Top of The Mountain Tips & Green Line vignette) ≒ Approximately 369,000 display impressions across PlumTV.com via leaderboards, banners, and microsite. PART 6: ONLINE CAMPAIGN
PART 6: ONLINE CAMPAIGN Facebook Impressions Five posts (one for each "Turn Here Tip") on the following six Plum Facebook Fan Pages in the mountain regions: Aspen, Vail, Telluride, Sun Valley, Top Of The Mountain, Plum TV. ≒Facebook Fan Pages provided updates on new original show, video links, Aspen Take Over info and link to Fidelity.com Twitter Impressions: One tweet for each of the 5 tips in 1Q and again in 4Q to the following twitter accounts: @plumaspen, @plumvail, @plumtelluride, @plumsunvalley, @plumtv, @topofmtn. Tweets were sent by the TOP OF MOUNTAIN on-air talent. Individual market twitter feeds will promote the shows and Fidelity Follow the Green Line Aspen Take over Mobile: Plum GPS enable mobile apps: Speci鍖c guide application for the iPhone/Android included live-streaming video of Top of the Mountain Fidelity sponsored tips. The 鍖ve Fidelity videos were present along the main carousel rotating along the top of the screen. They will also be included in the Videos category/section below. ≒ Over 157,000 social media impressions across Facebook (74k+) and Twitter (83k+), with high levels of engagement- lots of "likes" on Facebook across Plum pages PART 6: ONLINE CAMPAIGN, SOCIAL MEDIA & MOBILE
PART 7: PRINT CAMPAIGN Plum extended the Fidelity Investments messaging with Fidelity advertising in the launch issue of Plum Miami magazine (March) with 50,000 circ distributed in the greater Miami metro area. This ad has been o鍖ered to Fidelity free of charge. Additionally, Plum printed a recap of the Fidelity Investments Aspen Takeover weekend in Plum Miamis April issue, providing another 50,000 impressions for the campaign. PART 7: PRINT CAMPAIGN
PART 8: PLUM TV AND FIDELITY SURVEY STUDY Plum TV conducted a custom survey study for Fidelity using a 3rd party research group (Corona Insights). The following were the goals for this study: ≒Verify e鍖ectiveness of PlumTV advertising ≒Measure e鍖ectiveness of Fidelity campaign and in particular the Plum activation weekend in terms of top-of-mind awareness (recall). MEATHODOLOGY: 4 Locations: ≒Gondola Plaza ≒Paradise Bakery by the Fountain ≒City Market ≒The Clarks Shopping Center Similar quantities of surveys collected at each location during pre and post surveys ≒198 pre wave surveys ≒203 post wave surveys (after data cleaning) *Sampling conducted during one day for each of the pre and post surveys KEY FINDINGS: People that had seen or heard an ad for retirement planning companies were signi鍖cantly more likely on the post survey to indicate (unaided) they had seen or heard an ad for Fidelity (more than double, 43% post, 17% pre) ≒Total advertisement awareness of Fidelity increased by 50 percent on the post survey (aided and unaided awareness combined) (29% post, 19% pre) ≒Respondents who saw or heard a Fidelity ad were signi鍖cantly more likely to have seen that ad in Gondola Plaza on the post survey (24% post, 3% pre). ≒Respondents were also more likely to have seen an ad on television. *Findings showed a statistically signi鍖cant change between pre and post study are presented. PART 8: SURVEY STUDY
PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Unaided Ad Awareness Unaided awareness of Fidelity advertisements more than doubled on the post survey; competitors decreased Statistically Signi鍖cant (95% Con鍖dence Level) [IF YES ON Q3] For which companies? (Open-ended)
PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Total Fidelity Ad Awareness Total awareness of Fidelity advertisements increased by 50% on the post survey Respondents who indicated having watched Plum TV were even more likely to have recalled a Fidelity ad48% (compared to 29% of all respondents) said Yes to having seen an ad suggesting the ads were seen on PlumTV and not another source. [IF FIDELITY NOT ALREADY MENTIONED] Do you recall seeing or hearing any ads for Fidelity in Aspen?
PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Fidelity Ad Source Branding in Gondola Plaza was 8x more likely to be cited in the post survey; Awareness of television ads increased 50% [IF THEY HAD SEEN A FIDELITY AD] Where did you see or hear those ads? Statistically Signi鍖cant (95% Con鍖dence Level) See Note on Following 際際滷 See Note on
PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY NOTE TO FINDINGS: Important Note: Plum TV media had already started at the time of the pre survey. This likely arti鍖cially raised the baseline of some measures such as unaided awareness and television as a source (and therefore minimizing positive change observed on this survey). The greatest increase was seen around the activation weekend and branding in Gondola Plaza which had not started at the time of the survey.
THANK YOU FROM THE PLUM NETWORK TOM SCOTT TScott@plumtv.com EDEN WILLIAMS Eden@plumtv.com PART 9: CONCLUSION

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Fidelity Recap_2011

  • 1. THE PLUM NETWORK & FIDELITY INVESTMENTS 2011 Program Recap 11.4.11
  • 2. PART 1: 2011 PLUM NETWORK AND FIDELITY INVESTMENTS PROGRAM OVERVIEW FIDELITY INVESTMENTS GOAL Generate awareness fore Fidelity Investments by e鍖ciently/e鍖ectively reaching a highly targeted group of active, a鍖uent trend setters and potential Fidelity Investments members who would be interested learning more about the brand. PLUM TV RECOMMENDATION ≒Presenting Sponsorship Top Of The Mountain, Plums local ski lifestyle show with editorial integration across the network and online/social media/mobile extensions ≒Plum Studios Emmy速 Award winning production team to produce an original ad on Aspen Mountain ≒Aspen Takeover: Custom Fidelity and Plum 3 day hospitality and VIP event in Aspen at the Plum Studios ≒Signi鍖cant online/social media extensions for entire program ≒Survey Study FLIGHT DATES: 1/17/2011 - 12/25/2011 1/14/2011 1/16/2011 BONUS FLIGHT PART 1: PROGRAM OVERVIEW
  • 3. IMPRESSIONS DELIVERED TO DATE TIMING: 1/17/2011 - 12/25/2011 1/14/2011 1/16/2011 BONUS FLIGHT (This does not include additional impressions that will be earned from 10/31/11-12/25/11) PART 2 IMPRESSIONS Impressions Include: ≒Top of the Mountain Show sponsorship with 5 editorial integrations ≒:30 second brand spots, billboards and tune in ads ≒PLUM STUDIOS: Follow the Green Line Promo spot in Aspen ≒Aspen TAKEOVER Event Sponsorship Weekend of March 11, 2011 ≒Digital/Social Media/Mobile Sponsorship ≒Print Units ROB ad and Recap ad IMPRESSIONS DELIVERED TO DATE
  • 4. PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF TOP OF THE MOUNTAIN About Top of The Mountain Returning to Plum TV for the winter season was the new and improved version of Top of the Mountain. Hosted by Ramona Bruland, along with special guest co-hosts including Oliver Sharpe, Erik Williams, Chris Klug, Gretchen Bleiler and other mountain celebrities. As a half- hour weekly taped show with ten themed episodes throughout the season, Top of the Mountain is an insiders guide to ski and snow lifestyle. Anchored at the Plum Mountain Studio in Aspen, TOM also travels all around the mountain regions exploring and sharing the best things about ski culture and lifestyle. Sponsorship Elements: Fidelity Investments received branded custom open/close graphics with billboards and tune in spots, as well as Plum to produced 鍖ve (5) ski lifestyle segments (info on following page). Fidelity Investments media campaign includes a high frequency rotation of Fidelity Investments brand creative that aired in rotation across the Plum TV Network, as well as directly following each Top of the Mountain Program. PART 3: TOP OF THE MOUNTAIN SPONSORSHIP
  • 5. PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF TOP OF THE MOUNTAIN Custom Integration: Fidelity Tips Plum to produced 鍖ve (5) ski lifestyle segments for Fidelity with custom open/close graphics. Integration focused on Fidelitys Turn Here branding and ski lifestyle related guidance and tips. Segments close out each episode and were hosted by Ramona Bruland to organically 鍖t the program, and were shared by Plum online, via social media and mobile app. 1)Spring Skiing Ramona Bruland breaks down the essentials for the optimal spring skiing & riding experience. 2) Powder Skiing Ramona Bruland o鍖ers a few important tips for skiing deep stashes of powder. 3) How To Stay Warm Ramona Bruland shows us how to stay warm on those cold winter days. 4) Carrying Your Skis Ramona Bruland has your "Turn Here" Top of the Mountain tips for the best way to carry your skis. 5) Snowboarding Ramona Bruland shares several "Turn Here" Top of the Mountain snowboard tips, brought to you by Fidelity Investments. To View Tips: http://www.plumtv.com/tom/top-of-the-mountain-tips PART 3: TOP OF THE MOUNTAIN SPONSORSHIP
  • 6. PART 4: PLUM STUDIOS: Follow the Green Line Promo spot in Aspen Emmy-Award Winning Plum Studios produced a custom vignette and promotional spot for Fidelity Investments on Aspen Mountain. Vignette shows a skier's eye view of the most scenic runs at Aspen & use computer graphics to drop in a green line and Fidelity branding. The Aspen Fidelity Green Line Vignette featured custom graphics and voiceover to run for two weeks leading up to the Fidelity Aspen City Takeover as a promotional spot in the Aspen market (e.g.: dont miss the Plum and Fidelity Aspen Takeover: Saturday March 12th and Sunday March 13th) and following the event as a general Fidelity brand ad to run across the network. PART 4: PLUM STUDIOS: Follow The Green Line
  • 7. PART 5: ASPEN TAKEOVER PART 5: ASPEN TAKEOVER GONDOLA PLAZA FOLLOW THE GREEN LINE ACTIVATION Plum to utilize our exclusive relationship with Aspen Ski Company to create activation at the famed Gondola Plaza, the epicenter of Aspen (every skier must enter through the area at the beginning and end of every ski day and is also a hub for non-skiers to hang out, meet up with friends, etc). ACTIVATION ELEMENTS PART I. Gondola Plaza Takeover (Saturday and Sunday) For an entire weekend during Aspens peak ski season in March 2011 (Saturday, March 11 & Sunday, March 12), everyone at Aspens Gondola Plaza will be fully surrounded by custom Fidelity branding: 1. A LITERAL Green Line including Fidelity logo and turn here tagline/arrow will run along Gondola Plaza and straight into the Plum Studios Fidelity Hospitality Lounge Friday-Sunday March 10-13, 2011 2. Additional Fidelity branded daytime execution on Gondola Plaza to include hospitality tent, on the ground promotions with Ambassadors providing giveaways (for ex, Fidelity branded Chapstick & Hot Cocoa) and Fidelity Spokespeople providing information about the brand and investment tips. PART II. Fidelity Hospitality Suite: Custom Fidelity lounge created inside the Plum Studios each day (Sat & Sun from 9:30am 2pm) for guests to unwind & relax. Held at Plum Studios at the base of Gondola Plaza. Suite included branding, Fidelity Tips and Vignette on 鍖at screen, free massages, hot cocoa, ski tuning and chap sticks. PART III. Exclusive, VIP Soiree evening event (invite-only) on Saturday, March 12 at Plum Studios from 6-9pm. Event hosted the hottest whos who in Aspen who enjoyed tunes from a hip DJ, light catering an open bar, a Fidelity branded photo booth and more.
  • 8. PART 5: ASPEN TAKEOVER IMAGES: Green Line
  • 9. PART 5: ASPEN TAKEOVER IMAGES: Daytime Hospitality
  • 10. PART 5: ASPEN TAKEOVER IMAGES: VIP Event
  • 11. PART 5: ASPEN TAKEOVER PRE & POST PROMOTION Social media, online and On-Air Promotional Video Clip with Ramona Bruland: http://www.plumtv.com/videos/the-green-line/ index.html Photo Gallery of images from weekend: http://www.plumtv.com/blogs/the-plum-post/photos- 鍖delity-hospitality-lounge-ski-soiree
  • 12. PART 6: ONLINE CAMPAIGN Plum extended the Fidelity Investments messaging on PlumTV.com and social media promotion and mobile app coverage. The program provided Fidelity Investments with broader distribution via a custom PlumTV.com microsite and Plums Facebook and Twitter feeds. Banner Impressions for Plumtv.com which includes the Plum home page as well as the eight (8) individual market pages and an individual Top of the Mountainpage. 1st Qtr: 180,000 (30% SOV) 2nd Qtr: 90,000 (15% SOV) 3rd Qtr: 90,000 (15% SOV) 4th Qtr: 180,000 (30% SOV) Live streaming programming with Fidelity ads across PlumTv.com Companion Banners on plumtv.com Branded content series online (Top of The Mountain Tips & Green Line vignette) ≒ Approximately 369,000 display impressions across PlumTV.com via leaderboards, banners, and microsite. PART 6: ONLINE CAMPAIGN
  • 13. PART 6: ONLINE CAMPAIGN Facebook Impressions Five posts (one for each "Turn Here Tip") on the following six Plum Facebook Fan Pages in the mountain regions: Aspen, Vail, Telluride, Sun Valley, Top Of The Mountain, Plum TV. ≒Facebook Fan Pages provided updates on new original show, video links, Aspen Take Over info and link to Fidelity.com Twitter Impressions: One tweet for each of the 5 tips in 1Q and again in 4Q to the following twitter accounts: @plumaspen, @plumvail, @plumtelluride, @plumsunvalley, @plumtv, @topofmtn. Tweets were sent by the TOP OF MOUNTAIN on-air talent. Individual market twitter feeds will promote the shows and Fidelity Follow the Green Line Aspen Take over Mobile: Plum GPS enable mobile apps: Speci鍖c guide application for the iPhone/Android included live-streaming video of Top of the Mountain Fidelity sponsored tips. The 鍖ve Fidelity videos were present along the main carousel rotating along the top of the screen. They will also be included in the Videos category/section below. ≒ Over 157,000 social media impressions across Facebook (74k+) and Twitter (83k+), with high levels of engagement- lots of "likes" on Facebook across Plum pages PART 6: ONLINE CAMPAIGN, SOCIAL MEDIA & MOBILE
  • 14. PART 7: PRINT CAMPAIGN Plum extended the Fidelity Investments messaging with Fidelity advertising in the launch issue of Plum Miami magazine (March) with 50,000 circ distributed in the greater Miami metro area. This ad has been o鍖ered to Fidelity free of charge. Additionally, Plum printed a recap of the Fidelity Investments Aspen Takeover weekend in Plum Miamis April issue, providing another 50,000 impressions for the campaign. PART 7: PRINT CAMPAIGN
  • 15. PART 8: PLUM TV AND FIDELITY SURVEY STUDY Plum TV conducted a custom survey study for Fidelity using a 3rd party research group (Corona Insights). The following were the goals for this study: ≒Verify e鍖ectiveness of PlumTV advertising ≒Measure e鍖ectiveness of Fidelity campaign and in particular the Plum activation weekend in terms of top-of-mind awareness (recall). MEATHODOLOGY: 4 Locations: ≒Gondola Plaza ≒Paradise Bakery by the Fountain ≒City Market ≒The Clarks Shopping Center Similar quantities of surveys collected at each location during pre and post surveys ≒198 pre wave surveys ≒203 post wave surveys (after data cleaning) *Sampling conducted during one day for each of the pre and post surveys KEY FINDINGS: People that had seen or heard an ad for retirement planning companies were signi鍖cantly more likely on the post survey to indicate (unaided) they had seen or heard an ad for Fidelity (more than double, 43% post, 17% pre) ≒Total advertisement awareness of Fidelity increased by 50 percent on the post survey (aided and unaided awareness combined) (29% post, 19% pre) ≒Respondents who saw or heard a Fidelity ad were signi鍖cantly more likely to have seen that ad in Gondola Plaza on the post survey (24% post, 3% pre). ≒Respondents were also more likely to have seen an ad on television. *Findings showed a statistically signi鍖cant change between pre and post study are presented. PART 8: SURVEY STUDY
  • 16. PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Unaided Ad Awareness Unaided awareness of Fidelity advertisements more than doubled on the post survey; competitors decreased Statistically Signi鍖cant (95% Con鍖dence Level) [IF YES ON Q3] For which companies? (Open-ended)
  • 17. PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Total Fidelity Ad Awareness Total awareness of Fidelity advertisements increased by 50% on the post survey Respondents who indicated having watched Plum TV were even more likely to have recalled a Fidelity ad48% (compared to 29% of all respondents) said Yes to having seen an ad suggesting the ads were seen on PlumTV and not another source. [IF FIDELITY NOT ALREADY MENTIONED] Do you recall seeing or hearing any ads for Fidelity in Aspen?
  • 18. PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY Fidelity Ad Source Branding in Gondola Plaza was 8x more likely to be cited in the post survey; Awareness of television ads increased 50% [IF THEY HAD SEEN A FIDELITY AD] Where did you see or hear those ads? Statistically Signi鍖cant (95% Con鍖dence Level) See Note on Following 際際滷 See Note on
  • 19. PART 8: PLUM TV AND FIDELITY SURVEY STUDY PART 8: SURVEY STUDY NOTE TO FINDINGS: Important Note: Plum TV media had already started at the time of the pre survey. This likely arti鍖cially raised the baseline of some measures such as unaided awareness and television as a source (and therefore minimizing positive change observed on this survey). The greatest increase was seen around the activation weekend and branding in Gondola Plaza which had not started at the time of the survey.
  • 20. THANK YOU FROM THE PLUM NETWORK TOM SCOTT TScott@plumtv.com EDEN WILLIAMS Eden@plumtv.com PART 9: CONCLUSION