Latest Blog Posts
Feb 26, 2010
Category: Net Now and 4-Ever
Like any good media plan, layering the ingredients can have a smashing effect.
Feb 24, 2010
Category: Media Thoughts
If you listed all the variables that should be considered in the media planning process, the list would be much longer than the lead time we’ve been getting to develop the media plan.
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Case Study - Adult Education
Adult Education University
8 campuses in 5 Midwestern states
Business Challenge
- Improve enrollment in multiple markets
- Increase phone volume by boosting awareness
- Compare current media placement with costs based on our experience to determine efficiency by market
Solution Strategy
- Performed a market-based evaluation of the prior agency's placements and concomitant call volume to help client expectations stay focused on media delivery and related CPM's
Solution Tactics
- Used side-by-side schedule and cost analysis to evaluate current information
- Reviewed call volume information and compared back to schedules
- Developed list of new tactics to "goose" markets that were lagging in response
- Client began improving messaging to provide stronger call to action
Results:
- Saved the client an average of 37% across all markets on all expenditures
- Built call volume by 10% on average, with equivalent approval ratings