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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Media Case Study - Real Estate
Real Estate Investment Trust
100,000 apartment units in 44+ major markets
Business Challenge
- Evaluate current marketing expenditures
- Control spending at regional and property level
- Increase lead generation
Solution Strategy
- Conducted a property-by-property analysis to bring marketing decisions in line with management's expectations
Solution Tactics
- Relied on standard market overview information combined with competitive position opportunities for each media vendor
- Evaluated each property's presentation within vendor formats to increase lead generation
- Evaluated all non-traditional media formats and developed opportunities to competitively place our client
- Ensured the contact information got prospective renters connected to the property
- Client began improving their internal systems for phone and email tracking and sales systems
Results:
- Leads increased 66%; industry leads increased 28%. Half of the properties remain to be implemented--potential is there to double performance