LET’SGET

REALATLAS + AARP

TABLE OF CONTENTS

SITUATION ANALYSIS

THE AARP MISSION

CONCEPT

EXECUTIONS

MEDIA

Brand OverviewCurrent Perception of AARPCompetition & Current Users

EXECUTIVE SUMMARY

TargetResearch ObjectivesResearch PhasesDay in the LifeInsightsThe Big IdeaBrand StrategyCreative Brief

TelevisionSocial MediaBlogsWebsiteNewspaper NativeBookDirect MailOutdoorSponsorshipRationale

Overview and ObjectivesStrategySchedule and BudgetPESOBreakdownMedia Evaluation

CAMPAIGN EVALUATION

MEET ATLAS

0102

07

2629

47

5658

Our team has been doing an ethnography for over 20 years, living alongside them for as long as we can remember. If there is anyone who knows this generation, it is us. We know every quirk, every pet peeve, what makes them tick, their happiest of moments, and their greatest fears. We are the professionals on Modern Influentials.

Our parents have always been our heroes, and their resilience has never ceased to amaze us. However, as we have begun to mature, we’ve realized that our parents are human. The truth of the matter is, they are getting older - whether they want to admit it or not. They view aging as something to fear rather than embracing it. Society has put a curse on turning 50; people who are 50 are thought to automatically be graced with a cane, 4 pm dinners and a pair of dentures on the bedside table. Society has deemed that getting older will result in immobility and a reliance on others. Society believes that older people are unable to do all the things they once enjoyed and dreamed of accomplishing.

The term “midlife crisis” is very real for this generation. On the ever so dreadful day their AARP card arrives, it is immediately torn to pieces, never to be spoken of again. ATLAS has taken on the challenge to redefine 50, and in turn, redefine the image of the AARP brand itself. Instead of lamenting that their life has flown by, we are pledging to show that the next half of their life is what they decide to make of it. AARP has the tools they need, its just about taking the reins and making up the rules as they go.

First, we will establish a trusting relationship between Modern Influentials and AARP. We want them to understand that AARP is a brand that is relevant to them; it is not just for old, retired people. After establishing a positive reputation, we can then begin to consider forming a sentimental relationship with the consumer.

EXECUTIVE SUMMARY01

“You can’t turn back the clock. But you can wind it back up again.”

SITUATION ANALYSIS

Since 1958, the AARP brand has worked to serve its members and improve the lives of people across the country. The company was founded with the purpose of promoting independence, education and exploration for older Americans. AARP has delivered on this commitment despite the changing times.

There are over 37 million members benefiting from the products and services that AARP offers. Although known for insurance and retirement, AARP also offers an extensive list of services. These include discounts on travel, entertainment, and leisure, as well as helpful resources. AARP provides its members with resources that foster career development, healthy living, community engagement, and run the gamut from political to relationship advice.

BRAND OVERVIEW03

SITUATION ANALYSIS

CURRENT PERCEPTION OF AARP

04

Among younger demographics, AARP is seen as a brand that is “old and outdated.” AARP is not relevant to most people who are below the ages of 65, as most people believe AARP is an organization that is solely beneficial for retired people. There is confusion among younger demographics as to what AARP really does- some believe it is a “benefits organization”, some believe it is a “political organization”, while others believe it only offers insurance. The one thing that rings true for all younger demographics is that when they think of AARP they think of getting older.

LOW RELEVANCE HIGH RELEVANCE

HIGH VALUE

LOW VALUE

• Brand recognition is high; most people have heard about AARP before

• Offer extensive and useful benefits

• AARP competes in numerous categories: Insurance, Benefits and Advocacy

• AARP is involved in philanthropic and advocacy efforts

• Recognized primarily as insurance company for old people

• “AARP” rhymes with carp- use of “AARP” is inconsistent across brand communications

• Political affiliation is visible in press and some brand communication- alienates potential consumers

• AARP offers many benefits that it is easy for consumers to get confused

• Online presence is not user friendly

• Engage with a younger demographic to rejuvenate the brand

• Become a part of the conversation, but furthermore become a thought leader

• Change brand perception from “insurance and retirement,” to a brand that is relevant to me

• Educate consumers on the full extent of what the company offers

• People are turning 50+ every day. There is no seasonality, and purchase cycle is yearly

• Society’s perception of aging hinders the growth of the AARP brand

• Similar companies align them-selves with different or no political affiliation

• Companies such as AAA provide similar benefits without the stigma

S W 0 T

The current users have a median age of 64.7 while 84% of the current AARP users are ages 55 and older. They have a median household income of $56,489 and they are predominantly White (87.1%). Their education attainment varies, 30.4% are high school graduates, 27.8% have some college education and 35.8% graduated college.

COMPETITION06

AARP has direct competitors in other organizations that also target retired consumers such as The Association of Mature American Citizens (AMAC), American Seniors Association (ASA) and 60 plus Association. As a dynamic organization, AARP has multiple facets. When broken up into three different categories: insurance, advocacy, and benefits, it has many indirect competitors as well. Other large insurance companies such as State Farm, Nationwide, Liberty Mutual, Progressive and Geico all compete in the insurance category. In terms of advocacy, competitors could include other organization that lobby the rights of the elderly such as National Senior Citizens Law Center, Senior Advocacy Services, National Advocacy on Aging, and CARIE (Caring for the Rights and Interests of the Elderly). Furthermore, in terms of discounts and benefits the competition could include organizations like AAA, sites that offer deals on Travel such as Hotwire, Priceline, and Orbitz as well as other deal sites such as Groupon.

CURRENT USERS

THE AARP MISSION

TARGET08

In our research, we have come to find that Modern Influentials are defined by four specific mindsets: Career Accelerators, Family Focused, Memory Seekers and Community Builders. This is not a linear progression as they age, but rather a reflection of the life stage they are in. Whether they decided to start a family first and go back to school later, or take time off to build memorable experiences and then begin their careers, Modern Influentials often find themselves in a hybrid of these phases. Each stage represents different priorities and mindsets, however we have found that some characteristics ring true for the generation as a whole.

The younger Modern Influentials can be defined as busy family people with a pertinent desire to socialize. Monetarily, they are rather stable; they are committed to saving up for their kid’s future and saving for their “golden years,” however they are in no hurry to retire. They are tech savvy, but only when it is needed. They are extremely brand loyal, especially to brands that are personal, offer value and are authentic.

On the other hand, the older of the Modern Influentials have income and expenditures that are above the average. They are willing to pay more for quality products that live up to their expectations and place an emphasis on convenience and value. Boomers have a desire to redefine their age, and will challenge thoughts about what it means to be 50+ years old. As stated by Fiona O’Donnell, Senior Lifestyle and Leisure Analyst at Mintel, “the reality of being older is catching up and there is a growing need for products and services that help without overtly being targeted to the older market.”

From the above, we wish to target different aspects from each group in order to speak to Modern Influentials as a whole. These include: their emphasis on authenticity and personability from a brand, their eagerness to redefine 50, as well as their desire for value.

THE MODERN INFLUENTIALS09

How they describe themselves: CARING (65.2%)

BENEVOLENT (53.5%)

DILIGENT (59.2%)

HUMOROUS (60.8%)

WELL-INFORMED (64.8%)

GOOD-HEARTED (77.7%)

SELF-SUFFICIENT (56.2%)

RELIABLE (80.3%)

4 Mindsets of Modern Influentials

Career Accelerators

Family Focused

Community Builders

Memory Seekers

53%Concerned about

economic unrest for children, therefore they

teach their children to be careful with money

KIN

DN

ESS

COMPASSION

WILLINGNESS TO HELP OTHERSBEING A GOOD FAMILY MEMBER

BEING A GOOD PERSON

RELI

GIO

N

Want to be remembered for:

I am a perfectionist in my job. I often work

extra hours to get the job done to the

standard I set for myself.

“

“

67% ARE WORKING FULL TIME

RESEARCH OBJECTIVES10

1Understand why Modern Influentials think AARP is not for them

2 Discover what motivates Modern Influentials to join an organization

3Explore the most important aspects for Modern Influentials in this stage of life

4 Find out how Modern Influentials use media in their daily life

1

SECONDARY

2

OBSERVATIONAL

3

SURVEY

4

VOX POPS

5

INTERVIEWS

RESEARCH PHASES11

6

SOCIAL LISTENING

Tactics focused on gaining an understanding of Modern Influentials. We used Simmons Oneview, eMarketer, MRI+, Comscore and other sites to obtain a general idea about

what our target thinks, feels, and acts.

Modern Influentials are busy: working full time, taking care of their families, and getting

involved in their communities.

PHASE 1: SECONDARY12

67%

Are working full time

65.3%

I like TVcommercials

that make me laugh

69.4%

Prefer to spend a quiet evening

at home

37.3%

Trying to eat healthier foods

these days

findings

tactics

PHASE 2: OBSERVATIONAL13

Our research team went out and observed our target in their natural environments: shopping malls, grocery

stores, cafes, walking down streets, etc.. Interviews were gathered based on our visual determination of the

targets age. Our research team observed their interactions: their behavior with others, their use of

technology, and their self expression.

We noticed a sense of urgency. Many of the targets walked briskly; clearly on a mission to get in and out of whatever store they were in. Modern Influentials check their phones when they get some down time so they can keep in contact with their family, friends,

and colleagues.

findings

tactics

PHASE 3: QUALTRICS SURVEY14

We created a concise questionnaire comprised of 25 questions on Qualtrics. The survey used skip logic,

matrix tables, and rank order. The survey focused on gaining a better understanding of Modern Influentials’

desires and lifestyle habits. It also tapped into measuring the value they place on certain benefits an organization can give to a member. Finally, the survey

asked participants about their perceptions of AARP. We reached 62 individuals through our personal networks.

Modern Influentials join an organization for enjoyment. They know that AARP has

benefits, but 47% are not interested in joining AARP based upon misconstrued perceptions of

the brand.

findings

93%

Enjoy spending time with

family in their free time

71%

Join an organization

for enjoyment

67%

Think of “old people” or “retirement” when they think of AARP

76%

Enjoy traveling

tactics

PHASE 4: VOX POPS15

During our research we conducted target intercepts with people who were between the ages of 45 and 64.

We asked twelve people three short questions,

findings

“Are you aware of AARP?”, “What do you think of when you hear AARP?”“Are you interested in becoming a member of AARP, why or why not?”

This led to some candid insights from the target audience about their perceptions of AARP.

AARP is an ambiguous entity to Modern Influentials. They did not know what exactly AARP had to offer.

Other Modern Influentials were turned off by AARP’s image in general because they did not agree with their

political affiliations.

tactics

PHASE 5: SOCIAL LISTENING16

On Topsy, we found that in one week, AARP received 2,253 mentions on Twitter.

When people talk about the brand, it tends to be in a more joking manner- associating the brand with its connection to the old and/or retired. For instance, one user on Twitter remarked “I just said skedaddle to my nephew so my AARP

magazine should be coming soon” (@lacybronze1). A Facebook user wrote, “Well Honey.... Welcome to the Half Century Club! Your AARP card will be in the mailbox

by Wednesday haha.”

Other social media posts emphasized topics of health insurance, the elderly, and retirement plans. Some posts were critical of AARP, writing articles such

as, “AARP Not Representing the Public Interest in Social Security Debate.” One blogger posted, “When my AARP card arrived the following week I shredded it with the daily pile of credit card applications I received. Secretly I wished I qualified for

the ‘retired’ part, but only old people were in AARP.”

10:1 42% 29% 37%

Percent chance that the brand is currently being

discussed in social media

Ratios of positive comments to neg-ative ones (overall positive sentiment)

Percent that those discussing AARP do so repeatedly

Percent of unique authors

mentioning the brand

findings

PHASE 6: IN-DEPTH INTERVIEWS17

Interviews were geared towards gaining a deeper understanding about the lifestyle habits of Modern Influentials and their attitudes towards AARP. We

interviewed ten Modern Influentials, ranging in ethnicities, backgrounds, and geographies. Due to the fact that we had the opportunity to speak with

interviewees one-on-one, we used techniques such as probing to elicit more insightful answers. We started to see the same patterns emerging from these

Modern Influentials and reached saturation in the research.

findingsAs a continuation of our findings from Secondary Research, we have found that

Modern Influentials have worked very hard to get to their current life stage. They are proud of what they have been able to accomplish in their life, whether that be through occupation accolades, being a caring family member, being a generous volunteer in their community or having experiences that will last a lifetime. Not

surprisingly, their perceptions aligned with previous research: AARP is a brand for old people, “When I think of AARP I think of that old guy that says ‘diabeetus.” Through

this research we learned that Modern Influentials are very concerned with aspects outside of their own control. They have always had structure in their daily lives, and the idea of this structure changing frightens them. Society’s image of getting older

frightens them as it includes ideas about going to bed by 7pm, losing their eyesight and having to rely on others to get daily activities done. It is a sense of loss to their

freedom. Getting older is unnerving for Modern Influentials.

tactics

Lisa is a 49-year-old wife and mother of three. Together with her husband Robert, they have just sent off their oldest daughter to Boston University. Their younger children, two boys, are still in high school. Working as a full-time nurse, Lisa is someone that everyone relies on to get them through their days. Lisa is a very busy woman!

Waking up at 6 am, Lisa first checks her Facebook, and then makes her family breakfast. Afterwards she gets ready for work, drives the boys to school by 7:30 am and checks into her nursing station by 8 am. After a long and rewarding day at work, Lisa is home by 5 pm. She has dinner hot-and-ready by 6 pm. On most nights, Lisa alternates between driving her sons to practice and volunteering in her community. Faith is an important aspect of Lisa’s life because being involved in her local church group is rewarding. On nights that Lisa gets to relax, she likes to tune into The Food Network, HGTV, and the Hallmark channel between 8 pm and 10 pm. She plans her schedule around her favorite shows which include Dancing with the Stars, Grey’s Anatomy, and Two and a Half Men.

Lisa is currently planning a family vacation for summer break. Every year her family travels somewhere new and she looks forward to making new memories with her family.

Lisa calls her daughter Kate every night before she goes to bed. By 11:00 pm, Lisa gets ready for bed so she can wake up and do it all again the next day. Though her routine is busy, she has come to appreciate its familiarity. She doesn’t mind sacrificing her time for her family and feels it gives her value and self-worth.

DAY IN THE LIFE18

I’m a woman on a mission, or as my family calls it, a

“WOM”. I take care of the family and keep up with a

full time job. I’m not slowing down yet, I have my schedule

and I am sticking to it!

“

“

At 55 years of age, Michael, a financial advisor for Wells Fargo, has done pretty well for himself. He is happily married to his wife, Susan, and has a daughter, Emily, who is a junior at Indiana University. Michael and Emily have become much closer ever since she left for college. They speak to each other about once-a-week, and he wants to be remembered for having played a great role in his daughters life. Emily’s accomplishments make Michael very proud. He feels that he has a duty to get her through college so she can lead a successful life. Michael’s biggest fears include political and economic unrest. He realizes he only has a few more years until his retirement. This makes him anxious, thus he is working hard so he can live comfortably through his retirement. Michael starts his day by 6 am where he goes to the local gym to swim laps. Afterwards, he comes home, eats breakfast, and reads the local paper. By 8 am he is at work, where he immediately checks his email. Michael is someone that everyone in the office admires. During his lunch break, Michael checks CNN.com and ESPN.com, while enjoying a home-packed meal by his wife. Michael arrives home at 5 pm and unwinds by watching TV. His favorite channels are ESPN, The History Channel, and The Discovery Channel. Meanwhile, Susan prepares dinner for them and they usually eat between 6 and 7 pm. Although they generally eat at home, Michael and Susan eat out about twice a month, generally with friends. It is a nice way to socialize and catch up with other families in the neighborhood. After dinner is over, Michael and Susan bond by watching their favorite shows, CSI, NCIS, The Big Bang Theory, and Two and a Half Men. They are in bed and sleeping by 11 pm.

DAY IN THE LIFE20

I’m a proud parent. I want the best for my daughter and I have worked

hard to achieve that. I want to work hard before I retire to make

sure so that I can continue to provide a great life for my family-

and spoil my grandchildren!

“

“

1They wish to maintain autonomy in their lives.

2They find enjoyment and self-worth in fulfilling their career and family responsibilities.

3This group lives for their children; everything they do revolves around making a better life for their kids. Their kids are their legacy.

4 They work hard now, in hopes of having a worry-free future.

INSIGHTS22

50 feels old, you don’t feel old at 50. 5

Single Minded Proposition:

AARP gives you the power to make up the rules as you go.

THE BIG IDEA23

BRAND STRATEGY24

WHAT

Giving you the power to make up the rules as you go

HOW

Through their unique benefits, products and services

WHY

Because we understand that you are scared about losing your autonomy. Something you’ve worked hard to achieve.

CREATIVE BRIEF25

OBJECTIVE:We will develop a national, fully-integrated advertising campaign to increase relevance of AARP amongst a younger target audience. This will transform the brand image from one that is old and outdated to relevant and dynamic.

BUSINESS GOAL: Increase demand by 10% among 45-64 year olds to join AARP in order to lift memberships and renewals.

STRATEGY: Use a nationwide campaign to convince Modern Influentials that AARP is a relevant brand. By joining AARP around the age of 50, Modern Influentials can begin to enjoy AARP’s resources as soon as they become eligible, and maintain autonomy in their lives.

SUPPORT: Modern Influentials are in denial that they are getting older because they do not feel old. Getting older to them has been reinforced by images in society as losing control and losing their independence. Modern Influentials have come to appreciate independence as a true definition of their generation. In their minds, joining AARP means relinquishing their independence and speeding up the aging process.

CONSIDERATIONS: • Surprise and Delight: Choose unconventional placements, partnerships, and

assets• Vibrancy and multi-dimensionality: show 50+ that AARP can help turn their

dreams and goals into a reality

TONE:Personal, approachable, vibrant/fresh

CONCEPT

The

REAL

Modern Influentials value their autonomy. They love being in control of their surroundings and enjoy a structured life. Through our research we also discovered that this demographic is highly entertained by comedy. At this intersection, we have created a campaign that engages these individuals.

Society places a social stigma on getting older, especially when turning 50. Similarly, they stigmatize AARP as a brand exclusively for the elderly. We will acknowledge AARP’s negative perception amongst a younger consumer group and poke fun of it.

Only by bringing it to the forefront, and outright say what everyone else is thinking, can we begin to redefine AARP and build authenticity. Old age symbolizes a time of significant change and loss of control, making it hard to maintain agency in every aspect in your life. For our concept we want to play off of this social stigma in a comedic and lighthearted way. We created the concept of a ‘rule book’, “50 Rules to Being Fifty”. This guide symbolizes the stereotypes of “old people”. In this fantasied world, anyone who turns 50 can expect to receive the guidebook on his or her birthday. Once the threshold of 50 is crossed, there is no looking back! AARP stands to change the “rules”, and show Modern Influentials that social stigmas do not have to define their “golden years”. With the help of AARP, Modern Influentials don’t have to follow ‘the rules’, they can make up their own.

OVERVIEW28

We cannot change the perception of AARP without first altering Modern Influential’s perception of aging.

EXECUTIONS

The first TV spot of the campaign sets up the mocumentary theme that will be seen throughout the pool-out of commercials. The spot opens with a husband and wife being interviewed in their living room; construction noises can be heard in the background. The husband begins to talk about his initial concerns about turning 50, fearing that he does not know how to be old just yet. These concerns were quickly dispelled by the “rule book” he has since acquired. According to the rule book, certain changes must be made when one turns 50, and this couple is eager to follow closely along!

MAKIN’ CHANGES

Each spot ends with a fade over and the lines, “Don’t just follow the rules” “Make up your own” “AARP The Real 50”

TELEVISION30

Steve Carell is a trusted figure among Modern Influentials. He offers a non-offensive comedic tone and could be beneficial to further the brand and add recognition on a mass level. Carell fits our target age demographic while not appearing old or outdated.

The second spot opens with a scene at a 50th birthday party. The colors are faded, bad music plays in the background and unamused party-goers share quiet conversations. The ‘birthday boy’ then opens a present–“50 Rules to Being Fifty”– and the commercial flips through a few scenes that portray the 50 year old acting out some of the rules. The spot ends in a close-up of the man clearly bewildered.

A HAPPY BIRTHDAY?

TELEVISION32

Each spot ends with a fade over and the lines, “Don’t just follow the rules” “Make up your own” “AARP The Real 50”

This TV spot brings in the children as the narrator of the story-line. The son of the couple from the first two spots is being interviewed. The sixteen-year old looks annoyed as he tells the ways in which his father has changed since turning 50. We can see the rule book on the coffee table in front of the couch, a reminder of why these changes were made. During the scene the father returns home and interrupts the interview with his aged-antics, frustrating the son even more.

DUDE, WHERE’S MY DAD?

TELEVISION34

Each spot ends with a fade over and the lines, “Don’t just follow the rules” “Make up your own” “AARP The Real 50”

SOCIAL MEDIA36

Our digital execution will use social media platforms such as Facebook and Twitter. By utilizing these platforms we will announce a contest which allows followers to enter for a chance to win an all expenses paid vacation for two, anywhere in the world. Entrance into the contest will be based on hastagging #TheReal50. The trips will be customizable to meet the Modern Influential’s wishes, providing an opportunity for them to make up their own rules. We believe this execution will be successful because it emphasizes AARP’s relationship with Expedia, as well as allowing the consumer to experience the world the way they want.

BLOGS37

Blogs can make or break a business in today’s world. Word of mouth is the most influential way to change perception. Consumers trust online bloggers, and we think this will be an extremely useful platform to engage with the consumer. Through the positive words of bloggers we will be able to shift perception at the deepest level. By influencing the influencer, we will be able to transform AARP in the minds of the consumer.

38

AARP.com is the physical presence of the brand in the mind of the consumer. We see AARP’s website as having the potential to be a frequently accessed page for information, entertainment and discovery. Members of AARP should have highly optimized pages based on their specific interests. Personalization is key. Investing in thoughtful content, beautiful design, and a user-friendly platform, will transform the website to a page that people (non-members included) want to visit.

WEBSITE

39

NEWSPAPER NATIVE

The execution will be a local newspaper campaign run nationally, in communities across the US. Articles will focus on people in communities who are doing something spectacular, and who are over 50. This will utilize the appeal of local information/entertainment media outlets, as well as interesting and inspiring exposés of familiar faces, in order to change perceptions of what it means to be 50+. In highlighting a local “hero” we hope to inspire Modern Influentials across the country to stand up and start living the Real 50.

Sponsored by AARP

40

BOOK

As a way to tie together our digital and TV creative, we created a rule book. This book, aptly named 50 Rules to Being Fifty, is a satirical view of society’s preconceived notions of those who are 50 and above. The book outlines concepts of ageism in today’s world. The rules focus on clichés of turning old and what society thinks aging typically entails. The rule book will be promoted by television advertisements and billboards and featured as a type of “gag gift”, similar to the “Easy” button by Staples. We will place it in the greeting card section of prominent stores such as Target, CVS, and Wal-Mart.

by Society

41

DIRECT MAIL

AARP is bringing you something BIG… and no it does not include dentures and 4 pm dinner vouchers.

It’s never too late to do all the things you still want to do and AARP has the

tools top help you see them through. AARP has made a pledge to redefine the stereotypes of “ageism”, We want to break the rules but we need your help.

The next half of your life is yours to decide.It’s time you start living.

It’s time you start investing in your memories.It’s time you start experiencing The Real 50.

Whatever age you may be, we want to give you a taste of the AARP life. That’s why AARP has chosen to team up with Expedia to bring you a travel

experience of a lifetime.

The destination? Anywhere.

AARP believes that you have the power to make the rules as you go. In the spirit of this philosophy, we’re giving you the power to choose any

destination in the world.

Log onto AARP.com/journey to find details on how to enter for your chance to win an all expense paid 7 day vacation to any location of your choice!

The Real 50

Direct Marketing is a crucial part of AARP’s method to communicate with potential and existing members. It has proven effective in the past, and we believe that revamping this communication channel will make AARP’s message more successful. We will continue to use it as a prominent way to engage our users. It will be used as a way to build a trusting relationship with Modern Influentials, as this is the first physical contact with the AARP brand. We want to make sure that upon site of the mail, they do not immediately tear it to shreds. We want them to open it, absorb the content, and then visit the AARP website.

Below is an example of possible copy for the execution.

“YOU CAN’T TURN BACK THE CLOCK BUT YOU CAN WIND IT UP AGAIN”

42

OUTDOOR

The outdoor execution will be billboards following along our campaign execution. Displays will appear to be an open book, citing one of the outlandish rules the “rulebook” offers. Billboards will be placed in highly visible areas with lots of traffic. The billboards will serve as an outlet to build upon The Real 50 campaign.

Dont just follow the rules. Make up your own.

The Real 50

SPONSORSHIP44

NEW YORK MARATHON (NOVEMBER)The New York Marathon is a huge event every year in NYC. When you register for the New York Marathon you have to sign up via your age group. It is common for runners to compare their times to other runners in their age group. We plan on utilizing this information to our advantage because it essentially places a boundary on age. Our sponsorship will include having AARP representatives at the finish line to celebrate those who finish and are Modern Influentials. Our campaign focuses on redefining 50 and celebrating one’s ability to achieve whatever they put their mind to. In real time we will show advertisements on digital billboards of Modern Influentials finishing the New York Marathon. Some of the advertisements will show Modern Influentials who finished the marathon faster than those in younger age groups.

BOSTON MARATHON (APRIL)Anyone who has run the Boston Marathon knows Heartbreak Hill. It happens at about mile marker 20, just as your body is about to break. This is the moment when runners are most vulnerable. It is at this precise moment when AARP can connect with runners. AARP can inspire and encourage runners to continue the fight up this hill as it is after this hill in the last 6.2 miles that they will achieve their goal. AARP will use a 3-D print to cover Heartbreak Hill to make it look like a winding bridge. This symbolizes the challenge runners must conquer in order to finish the marathon. On the sides of the hill, AARP representatives will be cheering for the runners with motivational signs.

RATIONALE46

We’ve all seen those ads that are offensive, and we want to be highly sensitive to not alienating our current consumer by just trying to make our target laugh.

Here’s how we can accomplish this:1. Not raunchy or offensive, just a good laugh2. Our message is not, “being old is bad”, it’s “we think it’s bad society labels

you as old when you’re only 50, because 50 isn’t old, you’re just getting started.” This message will not alienate existing members.

WHY OUR COMEDY WORKS

Through this campaign our primary target will be Modern Influentials. However, through this national campaign, we will be able to reach multitudes of individuals. We will also be shaping these individuals perception of AARP. In turn, this campaign will provide a better understanding of AARP so that we will not have to fight this battle 50 years from now.

SECONDARY TARGET

MEDIA

48

OVERVIEW

OVERVIEW

Our budget allows for a significant emphasis on television spots with campaign integration across digital, direct, OOH, and print media. We have also allocated part of our budget to revamp the AARP website for a fresher, easier layout to accompany the tone of the new brand image. We will launch our campaign around the holiday season in the beginning of November and run it all the way through January of the following year. The campaign will launchwith television spots which will run throughout the entirety of the campaign, with heavier coverage in the first and fourth quarter. We will build momentum and awareness of The Real 50 campaign through steady promotion with OOH and the introduction of “50 Rules to Being Fifty”. We will then begin our social and digital marketing in conjunction with our direct marketing during December through March to promote the contest. Additionally, we will allocate part of budget to sponsorships during November of the first quarter for the NYC Marathon and in April for the Boston Marathon.

Allow Modern Influentials to re-imagine life at 50 and challenge the pretenses of ageism through relevant media

channels in order to change their perceptions of AARP.

OBJECTIVES & STRATEGY

Achieve a reach level of 75% amongst Modern Influentials following our TV spots, print ads, out of home, social media, and event sponsorship.

Reach Modern Influentials through various media channels at a time when our target is most open to hearing our message: “AARP gives you the power to make up the rules as you go.”

Increase brand sentiment by 20% amongst current Modern Influentials.

OBJECTIVES

49

STRATEGY

SCHEDULE & BUDGET50

Media&Schedule Total&CostTelevision 63,000,000

Makin'&ChangesA&happy&birthday?

Dude&where's&my&dad?Digital

Facebook 12,000Twitter 9,000

Bloggers (3&bloggers&@&6,000/month)&144,000Print

Native&newspaper 3,00050&Rules&to&Being&Fifty 17,000Direct&Marketing

Direct&Mail 5,000,000Website&ReTdesign $50,000Outdoor

Billboards 750,000Sponsorship

Boston&Marathon 3,000,000NYC&Marathon 3,000,000

TOTAL:&$74,985,000

Nov Dec JanMay June July Aug Sept OctAprilNov Dec Jan Feb March

PESO51

Dont just follow the rules. Make up your own.

The Real 50

by Society

PAID EARNED

SHARED OWNED

Paid: We will pay for many of the concepts for this campaign: 30 second TV spots, Direct Marketing, Native Newspaper articles, partner sponsorship, billboards, and bloggers. These media platforms will help to shift consumer perception.

Earned: Through our clever media tactics in sponsorship, newspaper and bloggers we expect to get news coverage. We anticipate our sponsorship of the marathons will prompt stories in newspapers and online sources. For our newspaper native articles, we foresee other residents writing letters to the editor and commenting on the articles online. In sponsoring blog posts, we hope it will create a positive atmosphere for AARP so that it will inspire other content in media sources. Shared: We will be constantly interacting with modern influentials on our social media sites such as Facebook, Twitter and YouTube. These sites are unique as they allow us to share content with Modern Influentials, while allowing Modern Influentials to share content with us.

Owned: AARP will own everything we produce. The most important thing we own is the AARP website. The website will serve as a constant touchpoint between the brand and modern influentials. We will also own our book, 50 Rules to Being Fifty. We will own the TV spots once they are filmed, at which point we can put this content on our shared YouTube page.

BUY: 30-second TV spots in primetime and early fringe on networks such as: ESPN, The History Channel, The Discovery Channel, The Food Network, HGTV, and the Hallmark channel. Some shows to consider are CSI, NCIS, The Big Bang Theory, Dancing with the Stars, Grey’s Anatomy, and Two and a Half Men.

COST: $63,000,000

RATIONALE: About 50% of Modern Influentials define TV as their main source of entertainment. Modern Influentials spend most of their down time watching TV, which happens after work and before bedtime. Modern Influentials are in the two highest quintiles for primetime and early fringe. TV spots will be run throughout the entire campaign as it is one of the best ways to communicate with Modern Influentials. The Real 50 campaign is designed to change mass perception about AARP. TV is the best way to communicate with mass amounts of Modern Influentials.

BUY: Blogger influence, Twitter & Facebook handler

COST: $165,000

RATIONALE:One of our main ways to engage with Modern Influentials is through the digital sphere. Having positive blogger influence is one of the key ways for companies to be successful. Influencing the influencer is always a good idea. Therefore, we will use a company such as GroupHigh or Buzz Stream for research to buy key blogs that cater to the 45-64 year old demographic. We will pay three blogger’s to positively write about AARP once our campaign begins. Another aspect of the digital sphere will come in during our social media competition. Modern Influentials use social media sites such as Facebook and Twitter to stay connected to their friends and family (79%, 140). They also use social media as a means to receive news. Over 35% of Modern Influentials say that internet has changed the way they spend their time and 15.8% state that they Internet has become a new way to socialize or meet people. In our social media contest Modern Influentials can upload photos and statuses from their daily life to show how they are breaking society’s rules for 50. The campaign will launch in December and will run until March. In March three winners will be drawn from the pool of participants and they will receive an all expense paid, five day trip for two to anywhere in the world.

TELEVISION

DIGITAL

BUY: Partnership with Boston Marathon and NYC Marathon

COST:$6,000,000

RATIONALE:We believe that AARP should align itself with events such as marathons and triathlons. A large portion of Modern Influentials do not see their age as an obstacle to participating in such rigorous competitions. These athletic endeavors serve as a way to further prove that their bodies are still in prime form and can endure such demanding tasks. Creating a sponsorship between the Boston Marathon and the NYC Marathon is an idyllic way to align AARP and their The Real 50 campaign. During the 2014 Boston Marathon, there were 14,759 participants aged between 45-64. Of these, 89.2% completed the marathon. This age group accounted for 41% of total runners in the marathon. During the 2014 NYC Marathon, 17,099 participants, aged between 45-64 finished the race. This accounted for 33.6% of total runners who finished the race.

SPONSORSHIP

DIRECT MARKETINGBUY:Materials for physical mail deliveries

COST:$5,000,000

RATIONALE:Since AARP is not a tangible product, it is important to continue to incorporate direct marketing into the brand’s campaign tactics. Direct marketing through mail provides a tangible touchpoint between the consumer and AARP and has been consistently used to provoke potential consumers to sign up for an AARP membership.

BUY:25 billboards in 15 different states throughout the campaign

COST:$750,000

RATIONALE:A significant amount of Modern Influentials notice billboards (42.6%). On average a billboard costs $2,000 per location/month. Since Modern Influentials index high in 10 states we plan on utilizing the medium by setting up consecutive billboards on major highways in the following states: Tennessee (117), Georgia (115), Louisiana (112), Alabama (111), Kentucky (108), Minnesota (125), Ohio (117), New York (115), Wisconsin (118) and Colorado (107). Throughout the year we will set up 25 billboards in each state on major highways and roads. In the months of December, January, June, July and August we will expand our billboards into other larger states such as California, Texas, Florida, Illinois, and Pennsylvania as many people are traveling during these months.

OUTDOOR

BUY:Native newspaper articles to be published in local newspapers both on and offline, publish “50 Rules to Being Fifty”

COST:$20,000

RATIONALE:To accompany AARP’s progression towards a more youthful and authentic tone, it is optimal to incorporate native advertisements into The Real 50 campaign. By placing advertisements in publications Modern Influentials trust, it will be easy to garner their attention and increase positive perceptions. We found readership of newspapers by Modern Influentials was higher in local papers (149) than in national, and additionally discovered they read the newspaper most days (112) because they like to stay informed (110). We intend to place articles both on and offline in local publications around the country.

NATIVE

BUY:Graphic designers and website programmers to restructure AARP’s website

COST:$50,000

RATIONALE:The Real 50 is a fully integrated campaign. All of our media executions will tie back to our owned media. The number one source of owned media is AARP’s website, which through research we found many people in our target felt was frustrating and hard to use. A website is often the first place a potential consumer goes to when they are interested in learning more about the company. The current AARP website is overwhelming and ineffective. We want to unclutter the website so that it is more useful for current members and prospective members. The website will need to be redesigned as soon as the campaign starts so that Modern Influentials can visit a sleek, stylish and simple to use AARP website.

WEBSITE

MEDIA EVALUATION56

To test our media plan, we will conduct media test marketing. We will show our TV spots and send out our direct mail to Modern Influentials in Marietta, Georgia. We will send out 10,000 pretests and posttests to Modern Influentials in Marietta to gauge how much the media plan is effecting the perceptions about AARP. We will also send 10,000 pretests and posttests to Modern Influentials in Hendersonville, Tennessee. Marietta (GA) is similar to Hendersonville (TN) in population, each with about 50,000 inhabitants, education attainment each with about 90% having a high school degree or higher, income level with the median income levels being around $60,000, and age with both having about 40% of their residents between the ages of 40-69. By keeping as many variables as constant as possible it will ensure that change in perception will be attributed to our media plan. Success will be measured after one month of media test marketing. If 5% of the Modern Influentials in Marietta indicate that their perceptions of AARP have changed in a positive way, then we will run our nation wide media plan.

X

X

In order to test the success of the campaign, we will run both pretests and posttests with the theme of brand sentiment and likability. Brand sentiment testing will begin one month before the campaign launch in September which is when we will collect feedback on brand perception from Modern Influentials through a nationwide survey distributed via email. We will send out 15,000 emails in the hopes of collecting 500 survey responses. After the campaign has been launched, we will then resend the survey in January as well as conduct focus groups to evaluate how perceptions have changed as a result of the campaign. Success will be determined on the percentage of perceptions altered, with success being 20% of Modern Influentials overall feel more positively about AARP. Likability will be tested in the posttest survey using a likert scale which will ask Modern Influentials to rate The Real 50 campaign as “strongly like” to “strongly dislike.” There will be a follow up question in the survey to state specific things they liked/disliked about the campaign. Success for likability will be determined by having 20% of Modern Influentials rate The Real 50 campaign as “mildly like” or “strongly like”. Another area we want to test is ad awareness/recall. We would test this using phone interviews. We would place one of our ads in a specific market, during a specific show and then call the Modern Influentials who tuned into that show and saw our commercial. Over the phone we would ask Modern Influentials if they could recall specific messages from The Real 50 campaign. Success for ad recall will be determined if 20% of Modern Influentials state that they remembered “The Real 50 campaign”, could identify “The Real 50 campaign with AARP,” and if they remember the main messages from The Real 50 campaign.

CAMPAIGN EVALUATION57

PathfinderAccount Manager

Melissa Adamo Michaela Berkon

CartographerCreative Director

Chelsea Blovat

Leader of ExplorationAccount Planner

Cameron Boardman

Director of Strategic NavigationVP Strategy

Liza Posner

Media Coordinates DirectorMedia Director

MEET ATLAS:

Thank you

ATLAS + AARP