S T R AT E G Y A N D C R E AT I V E

DEVELOPMENT
Summer Interns 2017

August 4, 2017

R2C GROUP CONFIDENTIAL

AGENDA

A glance at our past experience

Walk through the research
Strategic insight
Execution of that insight with new creative
Media recommendations
Analytics product offerings

R2C GROUP CONFIDENTIAL 2

W I T H Y O U T O D AY

Blake Hinckley
Elizabeth Kisch Casey Hickman Ben Murphy
Media Planning /
Client Services, PDX Client Services, PDX Media Planning, PDX
Client Services, PHL

Briana Provost Haley Koch Alex Whitney David Stachurski

Media Planning, PVD Art Direction, PDX Writing, PDX Production/Post, PDX

R2C GROUP CONFIDENTIAL

R2C GROUP CONFIDENTIAL 4
OUR PROCESS AND PROMISE
The Transactional Brand Building Path

In-Market
I M P R O V I N G R E S U LT S W I T H C R E AT I V E
ApartmentList Case Study

Exceeded new user goals!

100
Cost per New User fell within the allowable 90
apartmentlist apartmentlist.com

range for the test, confirming TVs ability to 80

drive interest efficiently. 70

60

Down-funnel, TV New Users are high-quality 50

(more likely to sign a lease). 40

30

Strong creative, and the Wishlist concept, 20

helped set ApartmentList.com apart from 10

0
competitors with similar names

1/5/2014

3/5/2014

5/5/2014

7/5/2014

9/5/2014

11/5/2014

1/5/2015

3/5/2015

5/5/2015

7/5/2015

9/5/2015

11/5/2015

1/5/2016

3/5/2016

5/5/2016

7/5/2016

9/5/2016

11/5/2016

1/5/2017

3/5/2017

5/5/2017
Drove uptick in keywords and direct traffic

R2C GROUP CONFIDENTIAL 6

 EERO AND TRANSACTIONAL BRAND
BUILDING
R2C GROUP CONFIDENTIAL 7
OUR PROCESS
The Transactional Brand Building Path
B R A N D S I T U AT I O N A N A LY S I S

In the Discover Phase, the R2C Group Brand Strategy & Research team uses new and existing primary and secondary
research to develop a comprehensive Brand Situation Analysis, which may consist of a few different deliverables.

Competitive Target Audience Primary

Analysis Profile Research

+ Media Spending + Demographics + Brand Momentum and

+ Media Types + Media Consumption Image Studies
+ Messaging/Offer + Psychographics
Review + Customer Satisfaction
+ Spend by + Customer
week/month/year Segmentation

R2C GROUP CONFIDENTIAL 9

B R A N D S I T U AT I O N A N A LY S I S

In the Discover Phase, the R2C Group Brand Strategy & Research team uses new and existing primary and secondary
research to develop a comprehensive Brand Situation Analysis, which may consist of a few different deliverables.

Competitive Target Audience Primary

Analysis Profile Research

+ Media Spending + Demographics + Brand Momentum and

+ Media Types + Media Consumption Image Studies
+ Messaging/Offer + Psychographics
Review + Customer Satisfaction
+ Spend by + Customer
week/month/year Segmentation

R2C GROUP CONFIDENTIAL 10

PRIMARY COMPETITORS

R2C GROUP CONFIDENTIAL 11

COMPETITIVE MESSAGING
All digital, all the same

R2C GROUP CONFIDENTIAL 12

T O P E E R O A S S O C I AT I O N S

60% Provides a home Wi-Fi system

56% Blankets every room in fast, reliable Wi-Fi

55% Puts an end to buffering and dead zones

50% Delivers Wi-Fi so good, I forget about Wi-Fi

R2C GROUP CONFIDENTIAL 13

AWA R E N E S S & S P E N D

Aided Awareness Competitive Media Spend

60% 2500000

50%
2000000

40%
1500000

30%
1000000

20%

500000
10%

0
0% Netgear Linksys Eero Ubiquiti Luma Google
eero Google WiFi Netgear Orbi Linksys Velop Luma Amplifi
(Ubiquiti) Sum of INT DISPLAY Sum of INT SEARCH

R2C GROUP CONFIDENTIAL 14

CROSSING THE CHASM

Mesh Wi-Fi has

achieved 37%
familiarity with
consumers

R2C GROUP CONFIDENTIAL 15

B R A N D S I T U AT I O N A N A LY S I S

In the Discover Phase, the R2C Group Brand Strategy & Research team uses new and existing primary and secondary
research to develop a comprehensive Brand Situation Analysis, which may consist of a few different deliverables.

Competitive Target Audience Primary

Analysis Profile Research

+ Media Spending + Demographics + Brand Momentum and

+ Media Types + Media Consumption Image Studies
+ Messaging/Offer + Psychographics
Review + Customer Satisfaction
+ Spend by + Customer
week/month/year Segmentation

R2C GROUP CONFIDENTIAL 16

CONSUMER RESEARCH
MRI DATABASE
Building a look-alike in MRI
allows us to gauge the size of
the target audience and
analyze their media usage
trends.
R2C GROUP CONFIDENTIAL
INDUSTRY STUDIES BRAND PULSE
Secondary research studies in Our brand momentum and
the industry allow us to get image study gives a 360
another perspective on the view of advertising
market as a whole including communications
what benefits consumers are performance against the
looking for and the overall competition, guiding brand
awareness of the category. positioning.
17
DEMOGRAPHIC PROFILE

Primary Variables

Age HHI Homeowner

M 25-54 $100K with children
under 18

Have access to a wireless

connection at home

R2C GROUP CONFIDENTIAL 18

AT T I T U D E S E G M E N T S

Buying Styles Shopping Attitudes

50.0
40.0
45.0
35.0
40.0
30.0
35.0
25.0 30.0

20.0 25.0

15.0 20.0

15.0
10.0
10.0
5.0
5.0
0.0
0.0
Penny Pinchers Conscientious Buyers of the Best Habitual Havers Swayable
Consumers Shopaholics Traditional Consumers Straightforward Shoppers Passionate Deal Seekers Active Quality Seekers

Adults 25-54 Eero

R2C GROUP CONFIDENTIAL Source: GfK MRI Survey of the American Consumer, Doublebase 2016 19
C O N S U M E R I N F O R M AT I O N

SATISFACTION & SECURITY DESIRED BENEFITS

84% SATISFIED FAST SIGNAL

BUT 59% EXPERIENCE WHOLE-HOME COVERAGE
NETWORK ISSUES* SIMPLE SET-UP
SECURE NETWORK

*STAT FROM FIEBUSTECH STUDY

R2C GROUP CONFIDENTIAL 20

OUR PROCESS
The Transactional Brand Building Path
PLANNING FRAMEWORK
A one-day strategic planning workshop designed for alignment

1 2 3 4
IDENTIFY UNDERSTAND CRAFT INFORM
Our Our Our Messaging Our Media
Challenge Audience Platform Strategy

Client and agency teams collaborate, facilitated by 50 questions covering :

Goals Segmentation Forecasting
Value Proposition Customer Needs Channels
Sources of Sales Motivations Offers
Influencers Barriers Positioning
Stakeholders Quantification Messaging

R2C GROUP CONFIDENTIAL 22

PLANNING FRAMEWORK SESSION

R2C GROUP CONFIDENTIAL 23

B R A N D & M E S S A G I N G P L AT F O R M
OWNABLE SELLING PROPOSITION
OWNABLE SELLING PROPOSITION TARGET AUDIENCE INSIGHTS
Target is upper class, married, home-owning males with children
Eero pioneers the development of in-home mesh wi-fi and
who regularly use technology for work and entertainment. They
provides superior technology and service, allowing you to use your
enjoy reading about new technologies, and are willing to pay more
devices to their full potential.
for them
KEY MESSAGES
REASONS TO BELIEVE REASONS TO BELIEVE
K E Y M E S SA G E # 1 K E Y M E S SA G E # 2 K E Y M E S SA G E # 3 K E Y M E S SA G E # 4
Enables you to use your devices Easiest Wi-Fi to set-up and manage Best customer service in the industry Constantly improving to provide you
anytime, and anywhere on a daily basis the best experience
REASONS TO BELIEVE REASONS TO BELIEVE REASONS TO BELIEVE REASONS TO BELIEVE
Multiple Eeros fill home with fast, Eero app walks through steps and Automatically updates about once a
has management systems Available 7 days a week
reliable Wi-Fi month
Fast response time
Eliminates dead spots for better Shows you whereREASONS TO
to place Eeros in BELIEVE Eero team is constantly working on
experience house Knowledgeable
improving algorithms and tech
Tri-band technology Adapts when you add new devices Automatically puts you on the
Also can hook up to Ethernet Highly reviewed experience fastest band

BRAND FOUNDATION
BRAND ESSENCE Wi-Fi that works.

BRAND PROMISE Eero fills your entire home with fast and reliable Wi-Fi that features intuitive set-up and management.

BRAND PERSONALITY Trustworthy, innovative, dependable.

R2C GROUP CONFIDENTIAL 24

OUR PROCESS
The Transactional Brand Building Path
CSI SESSION
Synthesizing the Research

Knowing the problem of low brand

awareness in addition to a shift in the
product lifecycle...
Understanding that
84% of people surveyed are satisfied
with their Wi-Fi
Target audience is interested in new
technologies
Target actively seeks and is willing to
spend more for quality

R2C GROUP CONFIDENTIAL 26

CSI SESSION
Synthesizing the Research

We sought positions that would

solidify Eero as a thought-leader
in the market, giving the brand a
premium persona that would
appeal to the targets fascination
with new technology.

R2C GROUP CONFIDENTIAL 27

 PLUG IN THE FUTURE

R2C GROUP CONFIDENTIAL 28

 Eero
The target audience often keeps up with and
is fascinated by new technologies, and is
willing to pay more for high-quality items that
will improve his experiences.
R2C GROUP CONFIDENTIAL
To distinguish itself from traditional Wi-Fi
routers and establish itself as a thought
leader, we will position Eero as the next leap
in home Wi-Fi technology, capable of keeping
up with futuristic technologies today.
Promise: Eero brings you the most advanced
Wi-Fi features for your home.
:60, :30
Eero brings fast, reliable Wi-Fi to every Visit Eero.com to learn more.
room of your home
No dead spots, no buffering
Allows you to use all your devices
seamlessly
System automatically updates keeping you
up to date with the latest technology
Eero was the first in-home Wi-Fi system
29
 HOW WE SELL
Moving customers from impression to action faster

Engage with strong emotional

or rational idea.

Reasons to believe.
Classic problem and solution.
Persuasion.

Demonstrations. Testimonials.
Reviews.

Guarantee. Brand lineage.

Endorsements.
Justification for the deal.

Create urgency. Limited offer.

Bonus. Clear instructions.

R2C GROUP CONFIDENTIAL 30

OUR PROCESS
The Transactional Brand Building Path
DEMOGRAPHIC PROFILE

Primary Variables

Age HHI Homeowner

M 25-54 $100K with children
under 18

Have access to a wireless

connection at home

R2C GROUP CONFIDENTIAL 32

TA R G E T A U D I E N C E U N I V E R S E
A25-54 126MM

Males 62MM

Wireless Connection
50.6MM
HHI > 100k 20.6MM

Eero Target 10.8MM

R2C GROUP CONFIDENTIAL 33

TV OPPORTUNITIES
Media consumption
How They View TV
90.0
Primetime Daypart Reach 80.0
70.0
60.0
Sunday
50.0
40.0
30.0
Saturday 20.0
10.0
0.0
Weekdays

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

Eero Adults

Cable Stations
high % of audience

R2C GROUP CONFIDENTIAL Source: GfK MRI Survey of the American Consumer, Doublebase 2016 34
TV MEDIA SELECTION
eero Target
Response Index

eero Target M25-54 eero Target

Station Reach (%) Index Station Reach (%) Index Station Index
ESPN 53.8 189 ESPN 55.6 146 BBC America 198
History Channel 39.4 144 Adult Swim 36.7 106 Newsmax TV 181
Discovery Channel 36.8 146 TBS 30.4 111 CNBC World 172
ESPN2 32.9 213 Fox News 28.6 116 American Heroes Channel 144
Fox News Channel 30.9 145 CNN 27.4 107 Universal HD 125
CNN 30.3 138 Fox Sports 1 23.2 135 WE 124
TNT 28.1 124 History 20.4 125 IFC 115
HBO 26.5 129 Discovery 20.3 127 Escape 111
Fox Sports 1 24.3 191 TNT 20.2 103 Crime & Investigation 110
AMC 23.3 128 AMC 20.2 102 OWN 108
CBS Sports Network 21.9 221 MSNBC 16.8 102 Disc. Science 104
Nat Geo 21.7 136 FX 16.0 104 Sundance Channel 103
ESPNEWS 19.6 208 NFL network 13.8 148 Justice Network 102
Comedy Central 19.6 149 Comedy Central 13.2 125 FXX 100
NFL Network 19.2 231 Spike TV 13.2 107 CNN-International 98

R2C GROUP CONFIDENTIAL Sources: GfK MRI, Kantar Media, R2C Tracker 35
MEDIA TIERS

UPPER TIER
Builds reach at low frequency with high profile airings. Will result in cost pers higher than other tiers, and should
not be measured in relation to that media. Programming is often times high engagement, so the full response
from the media is not realized within the spike sourcing.
MID TIER

Builds both reach and frequency in a highly scalable and optimizable environment. Investing here gives us the
most tactical flexibility to move budget and creative. Cost-per-sale attribution is a clearer relationship here
allowing for aggressive and fairly reliable signal optimization, though its cumulative longer-term effect will take
more time to quantify.
LOWER TIER

Strong opportunity for incredibly low CPA performance, but only to a very limited scale. This is a good place to
build frequency against smaller audience segments, but a difficult environment to measure spike lift accurately.
Cumulatively, this layer can represent high efficiency on a CPS basis, but the smaller audiences represented by the
networks in this layer tend to be burned through very quickly.

R2C GROUP CONFIDENTIAL 36

MEDIA TIERS
TV

UPPER TIER
MID TIER
LOWER TIER

R2C GROUP CONFIDENTIAL 37

O P E N T H E A P E R T U R E O F T H E V I D E O S T R AT E G Y
As audiences video consumption habits fragment, the approach must embrace it

LINEAR TV OTT & SVOD PRE/POST ROLL

Establish your video foundation in
this mass medium, but dont limit
your campaign to bottom-feeder, DR
inventory. Explore the vast array of
cable, satellite, syndication and
broadcast offerings.
Ad-supported streaming video
services like Hulu. Skinny bundles*
like SlingTV. OTT Platforms like
Roku. Network-specific apps
available for smart devices and
connected TVs.
True online video platforms, like
YouTube, offer efficient targeting by
audience demographics, behavior
and content.

R2C GROUP CONFIDENTIAL *When available: DirecTV NOW, YouTube TV, PlayStation VUE 38
OTT OPPORTUNITIES
Channels chosen with transparent measurement potential in mind

OTT Devices Top Streaming Services (Ad Enabled)

140 Index 16.00
35.0
30.0 14.00
25.0 12.00
20.0
15.0 10.00
10.0 8.00
5.0 6.00
0.0
4.00
2.00
0.00
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2014 2014 2014 2014 2015 2015 2015 2015 2016 2016 2016 2016

A25-54 eero Crackle Hulu Tubi TV Sling TV

OTT
High % of audience, ideal for measurement

R2C GROUP CONFIDENTIAL Source: GfK MRI Survey of the American Consumer, Doublebase 2016 39
P L A N N I N G PA R A M E T E R S
Primary Objective: Increased Awareness and Sales Increase (any channel)
Secondary Objective: Sales from eero.com and shop page traffic
Timing August 14th September 24th
(6-week campaign)
Launch 8.14.2017 on TV
Target Primary: Men 25-54
Secondary: Adults 35+
Household income $100k+
Homeowners
Geography National TV
National OTT
Local Premium shared mail
Budget $1.2MM TV
$239K OTT
Measurement Lift in brand awareness
Lift in sales

R2C GROUP CONFIDENTIAL 40

M E D I A B U Y I N G S T R AT E G I E S

Media Element Rationale

Television: :60, :30 (two :30 spots test against each other)
Ad Unit Weighted towards the :30 to allow for testing

Television Week part & Daytime (M-F 9a-4p) 25% of budget

Daypart Weekend (Sa-Sn 6a-7p) 25% of budget

Television: National cable

Specific media choices Mainly upper-tier and mid-tier allowing for increased level of awareness
Radio: Let TV explain the product first (avoid during initial test)

GRP Goal Determine GRP goal per week

Response SignalLink
Mechanism/Tracking Cost per spike visit basis to compare spots against one another

R2C GROUP CONFIDENTIAL 41

OUR PROCESS
The Transactional Brand Building Path
 OFFLINE ONLINE
T H E A N A LY T I C S
TECHNOLOGY Awareness

S TA C K

Consideration
It takes a combination of
tools to provide more
insights that lead to
Media Mix Model
better decisions. Action

R2C GROUP CONFIDENTIAL 43

O F F L I N E A N A LY T I C S T O O L S
Campaign performance will be measured at different stages with various tools
Baseline algorithms analyze DAILY:
Minute-level spikes in consumer
actions
Probabilistic assignment to media
airings
Relative media performance by
occurrence
R2C GROUP CONFIDENTIAL
Statistical models analyze MONTHLY:
Evaluation of difference between pre
and post activity
Regression models remove variables
to help stabilize analysis
Statistical models analyze QUARTERLY:
How offline ads contribute to
bottom line
Relative performance of channels
and tactics
Diminishing returns and scale
potential
44
PRODUCTION: BEHIND THE SCENES

R2C GROUP CONFIDENTIAL 45

PRODUCTION: BEHIND THE SCENES

R2C GROUP CONFIDENTIAL 46

 T H A N K YO U

R2C GROUP CONFIDENTIAL 47

 APPENDIX

R2C GROUP CONFIDENTIAL 48

INDUSTRY DEFINITIONS
Cable uses a modem to connect to a coaxial
line, much like your TV
DSL Digital Subscriber Line, uses a modem
to connect to your phone line
Fiber Optic similar to DSL except the
technology is better and faster, uses small
fiber optic cables
Satellite uses a modem which receives
signals from a satellite dish on your home
Dial-up the oldest of the five, uses a modem
to encode audio signals through Public
Switched Telephone Network to access your
local ISP
R2C GROUP CONFIDENTIAL
Router is a computer peripheral that
allows for several computers to
connect to the same network through
the Modem which accesses the
actual Internet or ISP service
Single Device
Modem & and router as separate
devices (two)
Modem & multi-router system
(multiple)
49
T E C H N O L O G Y C L A R I F I C AT I O N
MESH WI-FI
Connects nodes of a Wi-Fi network consistently
in a mesh format, acting as mediums for the
signal to travel through and bounce multiple
times in a home, as opposed to traditional Wi -
Fi which typically can only bounce once.
Maintains consistent strong signal without
merely turning up the volume of the signal.
Our BMI study showed that there is an
approximate 37% familiarity with Mesh Wi-Fi
Technology.
R2C GROUP CONFIDENTIAL
TRADITIONAL WI-FI
One router amplifies the signal for your entire
home. Extenders throughout your house
merely, make the signal louder.
Tri-band technology is used on a traditional
network, but you still run into the issue of
amplification as opposed to consistently strong
signal.
50
D ATA S O U R C E S

Set-top Box

Client
Database

R2C GROUP CONFIDENTIAL 51