Question _ Answers.docx

Questions & Answers

1. Could you please confirm if there is a specified duration for the advertising campaign?

Answer: We do not necessarily have a specified duration for this campaign as we will likely have several fences throughout the state over the course of the year. While we intend to have some stagnant fences in certain locations, we also want the ability to place fences around upcoming large events for our recruiting teams throughout the state. However, we don’t always know about these events months in advance so there are times where either a large event comes up and we try to act quickly to engage with that event in time or potentially draw a fence after the event is completed and target the date range of the event to reach those individuals still if possible. Some events we do have dates for earlier in the year and we can pre-plan for those but we want to have the ability to be flexible in any case.

2. Has the Alabama Army National Guard (ALARNG) established a minimum requirement for the number of geofences and impressions they aim to achieve, either monthly or for the entire campaign, or would they prefer to receive our recommendations?

I won’t pretend to be an expert in this realm when it comes to what is a realistic or achievable goal based on the dollar amount identified for this particular ad spend. We want to collaborate together and get recommendations from the vendor as we work through these deliverables to ensure that we advertise as effectively and efficiently as possible utilizing our ad spend for the most optimal results.

3. Will the ALARNG be providing the creative assets, such as finalized display ads, or should we include the development of creative content in our proposal?

Creative assets are again something we would like to collaborate on and get some feedback from the vendor on what they see being most effective. We have an in-house graphic designer so creating our own stagnant display ads is something we can do internally but we would still like to have creative discussions with the vendor and try to make sure we are getting the right message for the audience in a way that draws attention to increase CTR.

4. Do you have a count of how many of your target audience are in Alabama? Or, are you looking for us to research that?

This geofence contract will be the first time that I personally have done this type of advertising campaign on a larger scale. That being said, we approached this contract from a budgetary standpoint. Due to the fact that I don’t have a ton of experience or previous ROI metrics to make an appropriate gauge, we will work in conjunction with our vendor to try and get the biggest bang for our buck with the dollar amount allotted for the contract. Rather than outlining a specific return that we are anticipating, in this instance we are outlining the dollar amount allotted toward this campaign and the return for that cost is where we will lean on the vendor to help us get the most out of this campaign possible.