1. Fifth Third Northeast
Home Renovation Mortgage Program
UPDATED Marketing Communication Proposal
May 14, 2012

2. Assignment
Assist Fifth Third in developing a communication plan
to promote the advantages of their new Home
Renovation Mortgage Program.
This campaign will launch with realtors and other key
stakeholders in the Cleveland market in Summer,
2012 followed by the potential rollout across all target
audiences in the fall of 2012.
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3. Objectives
• Drive awareness of the advantages of the Home
Renovation Mortgage from Fifth Third with realtors
and other key community targets in the greater
Cleveland market
• Build the relationship between the realtor and the
Fifth Third Renovation MLO specialists
• Provide a turnkey program that allows for clear
evaluation of the various elements of the campaign
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4. Target Audiences
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5. Strategy
• Build awareness among the targeted audiences in
the Cleveland market surrounding the benefits of the
Home Renovation Mortgage
• Ensure that Fifth Third is seen as committed to this
program and the specialists for the realtor and their
clients
• Illustrate the ease of working with Fifth Third to
navigate the waters around this complicated product
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6. Proposed Tactics
Soft Launch
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7. Campaign Backbone:
The Information Portal and Educational Video
Now that the development of the Informational Portal and
Educational Video are nearly complete, this plan will address how
to promote and drive traffic to the portal and deliver the video
across our key target segment of realtors, community leaders and
existing Fifth Third mortgage customers (refinance).
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8. Tactic 1:
Intersecting and Engaging with the Realtors
• Realtor.com
– We recommend a strong buy with realtor.com where we will deliver
companion ads - banner, header ads coupled with information ads - that
drive to the Information Portal
– An aggressive buy for a three month period – we have to negotiate
placement with realtor.com for the companion ads. Where possible we will
utilize this ad but we may have to use standard banners as well if inventory
is sold out
– eFlyers are electronic communications that realtor.com send to all their
subscriber network – currently around 6,000 realtors in the Cleveland area;
we build the content and provide layout direction within one of their template
designs
• Linkedin
– Geo-targeted ads to realtors and real estate agents/companies
– Promote the video, link to the Information Portal
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9. Tactic 2:
Intersecting and Engaging with Community Leaders and
Housing Authorities
• Post Card Drip Campaign
– Over the three months of the initial campaign we recommend distributing
three post card mailings to local community leaders and housing
organizations
– This series will inform about this new product but will also invite
conversation with the local housing authorities and the MLO and offer
seminars to “educate” about this opportunity for their constituents
– We will also focus on driving them to the Information Portal
– We will embed our educational video with the first release
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10. Tactic 3:
Intersecting and Engaging with Existing Fifth Third
Mortgage Customers - Refinance
• Direct Mail Letter or Statement Stuffer
– Reach out to existing Fifth Third mortgage customers who might be
interested in refinancing their home under the Renovation Mortgage
– Create a special invitation for them to see how Fifth Third can help them
turn their existing home into the home of their dreams
– We will also focus on driving them to the Information Portal and/or
contacting their Home Renovation Mortgage MLO
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11. Tactic 4:
Priming the Pump for Consumers
• Google
– Paid search and contextual targeting
– Banner ads promoting the Home Renovation Mortgage and linking to
relevant content areas
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12. Budget – Soft Launch
Media
Internet
Google Paid & Contextual Search $ 6,500.00
LinkedIn Geo-targeted to Realtors $ 450.00
Realtor.com Geo-targeted Companion Ads
& eFlyers $ 700.00
Sub-Total: Media (monthly net costs) $ 7,650.00
Sub-Total: Media (three month campaign) $ 22,950.00
Production
Imagery Stock photography $ 5,000.00
Retouching $ 4,500.00
Internet Banner Prep (Google & Realtor.com) $ 10,000.00
eFlyers (Realtor.com) $ 5,000.00
Direct Mail Post card series (lists/print/mail) $ 25,000.00
Refinance customer letter or
statement stuffer $ 10,000.00
Sub-Total: Production $ 59,500.00
Information Portal
Hosting Six months $ 500.00
Maintenance Six months $ 3,000.00
Sub-Total: Informtion Portal $ 3,500.00
Agency Fee
Project fee, or Agency hours $ 25,000.00
Sub-Total: Fee $ 30,000.00
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Soft Launch Total: $ 115,950.00

13. Timing & Next Steps – Soft Launch
Steps Timing
1. Project scope submitted 17-May
2. Project scope approved 22-May
3. Media plan submitted 31-May
4. Project estimate submitted 31-May
5. Project estimate approved 4-Jun
6. Media plan approved 6-Jun
7. Creative concepting, directional approaches 11-Jun
8. Creative direction approved 14-Jun
9. Final creative pieces (copy, art direction) 21-Jun
10. Approval of all creative elements 22-Jun
11. Media buy completed 22-Jun
12. Turn over final mechanicals to production 22-Jun
13. Info Portal & Educational Video Go Live 22-Jun
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Target In-Market Date 25-Jun