How One Client Saved 29% with a Stronger Buy
A creative marketing agency reached out to us for help on a media buy for a multi-national client that offers a broad range of solutions to optimize organizational performance via a comprehensive suite of products and services comprised of industry-leading multifunctional product technology, best-of-breed software, IT management and consulting services.
This client had a big industry event in October 2018, called Print18, and they needed as much brand awareness and exposure as possible leading up to the event, during the event, and through the end of the year.
Our strategy was to focus on print and digital publications within their industry. We had digital ads on all the print publications websites, including newsletters, and we were able to negotiate podcast interviews and editorials with the client’s industry experts that were shared on their respective websites.
For the event itself we had pre-show email blasts to subscribers of the publications. We also had online directory sponsorships with the event organizers that included message alerts during the conference itself for anyone who downloaded the event app.
Besides the print and digital from the publications, we also took a targeted approach with digital on our end. This was the biggest change to the media plan from past placements. We geo-fenced the event in Chicago by targeting the location of the event and the hotels that attendees would be at with display ads. This helped attendees find the client at the event itself, as well as bring a general awareness of the brand and their cutting-edge technology.
We were able to negotiate a plan that provided better results than previous years as far as print goes, with the addition of a strong digital presence and a geotargeted campaign around the event. This allowed us to get as many impressions as possible in addition to the print circulation. The addition of the podcasts and editorials also allowed for the target demographic to get to know the client and hear and read about their specific products from the experts.
Overall this buy ended up being a 29% savings from the previous year with a stronger buy.
How One Client Increased Exposure and Saved 39%
A full-service agency out of Indianapolis reached out to us for assistance in media placement in 2018. The client is the largest health care law firm in the nation. We put together a multi-pronged marketing plan that dealt with both print publications and digital advertising in the health industry.
The plan targeted multiple markets: Dallas, Fort Worth, Puget Sound, Raleigh, and Maryland. When it came to specific markets and targeting of our demo we placed in print and digital. We used national print publications to cover as much of the nation as possible. For example, one publication had a weekly, 70,037-circulation business publication targeting executives in the healthcare industry specifically. We then narrowed our focus to key geographic areas where the client wanted to see growth and get additional exposure: Dallas – Fort Worth, TX, Puget Sound, WA, Raleigh, NC, and Maryland.
We then used these publications to help us with a targeted approach in digital advertising. We used Modern Healthcare on a national level with ad placements on their website and e-Newsletters, and the other publications with website advertising.
The main KPI here was exposure and overall awareness to business leaders in the health industry and to enhance the client’s experience with vendors and media. This resulted in budget renewal for 2019 and years to follow.
We were able to negotiate a much stronger buy compared to previous years and saved the client 39% and additional exposure.
How One Client Accessed New Areas of Targeting and Tracking
The owners of a collection of QSR franchise locations came to Mosaic Media in need of a serious media overhaul. We were asked to introduce them to new and more cost-effective methods of marketing their brand in communities across the state. In addition, we were asked to work with national corporate management to identify and execute a long-term strategy that capitalizes on the franchise’s strong statewide presence in supporting numerous non-profit and local efforts to support healthy eating choices.
We performed a comprehensive review of legacy marketing efforts, where we determined that the client did not have a plan in place to engage customers on digital platforms. While many of the more remote citizens rely on radio or print to convey messages, research indicates that digital is becoming an intrinsic factor in daily life.
As more consumers are found online, we came up with a strategy that would reach audiences and promote what many others in the industry were already doing, online ordering through the website, app, and delivery. The goal was to raise awareness of new offers and products and let consumers know that they could make their order from the comfort of their home or office. In 2020, this has become even more important to help keep driving traffic to stores during a pandemic.
There are restrictions on what platforms and where we can reach consumers online, so we shifted to programmatic digital placement. This allowed us to target our demos across the major markets in the beginning. As more connected devices have come online over the last few years in smaller markets, we were able to expand this placement to smaller markets across the state.
Programmatic display ads led the charge in this digital endeavor for the first couple of years, but we are now complimenting national TV placement with OTT video ads for an omni-channel approach.
Mosaic Media worked with the client to create a communications strategy that combined print, radio, TV, web, and digital to enhance and expand their brand across multiple local markets while preserving a brand consistency that utilized their national elements with a more local flavor. We introduced savvy digital components that allowed for omni-channel messaging tactics to keep the brand top of mind; we worked to take advantage of the latest digital capabilities such as geo-targeting opponents to entice their consumers, retargeting advertisements to remind users of their favorite quick service restaurant, and other opportunities.
Corporate guidelines mandated that our digital ads had to meet a minimum of .05% CTR. In the larger markets, we consistently reach .20% or higher; in April of 2020 we went as high as a .41% CTR in one large market and .54% in another. This indicated we were reaching our target demo and were driving traffic to the online ordering landing page. In smaller markets, depending on the pool of impressions available to us, we have seen a range of anywhere from .08% up to 1.47% CTR.
The results have been positive, and has allowed the client access to an area they were not reaching before. As technology advances, we continue to implement new ways of targeting and tracking. We can now target consumers who visit competitor locations (conquesting) and as of last year we now have the capabilities of tracking number of consumers that see our ad and then visit a specific store location.
How One Client Expanded Placement with the Same Budget
Mosaic Media partnered with one agency in 2018 to support their efforts increasing public awareness of education opportunities for numerous community colleges across the U.S.
Prior to the partnership, the community colleges typically worked through media strategy and placement in-house, albeit without much experience in either. The partnership between Mosaic, the agency, and the colleges allowed Mosaic to conduct thorough market research to determine which tactics and vendors would best supply the colleges with their desired results. Mosaic was able to consolidate buys to increase frequency, maximize negotiation leverage, introduce new digital tactics to target across multiple demos, and integrate traditional and new media for an omni-channel approach.
Under this partnership, we have had the opportunity to support the goals of the colleges by targeting small pockets of community within dense populations through careful and strategic placement. The community colleges often create messages for emerging adults, adult learners, audiences speaking languages other than English, and other non-traditional potential students. Mosaic Media has successfully planned, placed, and managed media buys to reach this diverse target audience to help increase awareness and interest in education opportunities in their immediate area.
When strategizing in traditional media, we monitor specific KPIs to ensure our buys are meeting or exceeding certain benchmarks. Actual benchmarks vary by market and target demographic, but some of the KPIs we monitor for traditional media placement are:
These KPIs allow us to evaluate our buys and determine if they are strong enough for our market, demo and for the budget. Budget obviously plays a large role in determining overall success of media strategy; the larger the budget, the higher the frequency, reach, and GRPs are. However, Mosaic is well versed in critically applying our years of experience to maximize any budget, large or small.
With the allotted budget, we were able to consolidate what they had prior to working with Mosaic for better reach and frequency, as well as negotiate an additional 31.2% in TV and Radio placement with a similar budget to what they had previously (27.4% when you include Billboard placement).