Welcome to Online Media Tactics

CASE STUDIES

21st Century Insurance, September 2009

Objective:  Expand message to online display with the goal top drive increased website traffic and sales

Tactics:

a.  Reviewed research on target audiences, then used tools such as Google AdPlanner and Quantcast to plan initial strategy

b.  Prepared a test plan that would compare metrics utilizing straight content targeting, behavioral targeting, and retargeting tactics

c.  Negotiated with vendors aggressive CPM, CPC, and CPA pricing.  Million dollar budget covering Sept-Dec.

d.  Utilizied such vendors as AOL, MSN, Yahoo!, Dotomi, ValueClick, Google, and Acxiom

e.  Worked with creative team gathering ad specs and trafficked ads using DFA (Dart for Advertisers from Doubleclick)

Results:

After 4 weeks, 180,000 clicks were generated; 4,500 quotes. near 200 purchased policies.  Incorporating lifetime value metrics, the campaign has proved successful so far, and trends continue to increase.  Cost-per-sale improves each week as more impressions are served in the marketplace.

Eastern University, August 2009

Objective: Manage Google Pay-Per-Click Program more efficiently

Tactics:

a. Eliminate high-priced keywords

b. Redid keyword strategy, implementing lower-priced long-tail keywords

c. Created multiple adgroups, each defined by a specific curriculum

d. Optimized landing pages to add more relevance to the user who clicked on ads

e. Improved Quality Scores (google relevancy factors) by making sure ads were relevant to keywords, and keywords were relevant to landing pages

f.  Implemented conversion tracking to measure quality leads and applications

Results:  The campaign cost-per-click was reduced 50%. Therefore, 50% more leads were generated within the budget. Additionally, click-through rates were improved. Pay-Per-Click has now become an effective lead provider for Eastern University

Gamer Doc, April 2009

Objective:  To build awareness of a local video game store and generate traffic through multiple channels

Tactics:  Combined Interactive, Social Media, and Traditional Channels.

a. Text Messaging:  Created a text club.  Promoted on radio and in-store.  300 members since we started.  Opportunity to send mobile coupons and new game information.  Easy way to build a database.

b. Facebook.  Targeting local users with ads promotiing a grand opening on April 4 and the store in general.

c. Radio.  Utilized live testimonials on a local radio station to build initial widespread awareness.  Package included free radio remote.

d. E-mail ad to key zip codes with special offer promoting the Grand Opening.

e. Newspaper Insert targeting key zip codes

f.  In-store signage produced promoting text club and email club.

g. Bus Shelter ads and Movie Theatre ads purchased to sustain awareness.

Results.  Client was ecstatic on the increased traffic since the marketing plan was implemented.  The online and the outdoor campaigns have created a buzz about the store.  Traffic and sales above expectations. 

Office of Highway Safety-Delaware

Objective:  To decrease fatalities from aggressive driving, increase seat-belt usage, and remind audiences not to drink and drive. Primary target: Men 16-24

Tactics:  In 2007, traditional media spending was reduced 40% to allow advertising on interactive channels.  A comprehensive online campaign was implemented to include the following:  Facebook social ads, MySpace profile banners targeting Delaware, custom banner placements on Sparkweekly.com (alternative website in DE), plus added-value ad placements on radio station websites.  TV spots were repurposed as pre-roll on Delaware Online. 

Results:  All key metrics of seatbelt and fatality data showed better rates than 2006.

The amount of message impressions was significantly larger than previous years using traditional media.  The client was thrilled with the strategy and her results.

Pennsylvania Institute of Technology-Philadelphia and Media PA

Objective:  Generate more Google clicks to the school’s website within the budget and lower the average cost-per-click, which had hovered at around $10.

Tactics:  When I took over the SEM, all of the school’s keywords (covering multiple curriculums)  all pointed to one ad and the school’s page, resulting in inefficient spending and low quality scores.  I separated words by category or curriculum, created separate ad groups, wrote custom ads, linked to separate landing pages, changed the bidding strategy to “preferred cost bidding” allowing Google to place ads to achieve a $5.00 CPC. 

Results:  Within the same budget, clicks nearly doubled. Quality scores went from “poor” to “good” or better. Client reported overall increase of web activity and quality leads due to the strategy change.

Greater Wilmington Convention & Visitors Bureau

Objective:  Increase hotel occupancy rates and revenue to the state.

Tactics:  Research had shown that audiences look for travel information on the web more than any other source.  Client has been traditionally a print advertiser.  I presented a media plan that incorporated an interactive strategy that showed 70% of spending online.  Tactics included:

·         Google, Yahoo, MSN Search Marketing.  Adgroups and landing pages were developed that focused on specific travel itineraries

·         Banner ads on regional websites targeting  higher income audiences on NYTimes.com and Washingtonpost.com

·         Geo-targeted Mid-Atlantic states with banner ads on TripAdvisor.com

·         Geo-targeted campaigns with behavioral targeting and contextual targeting strategies with ad networks such as Casale and ContextWeb

·         Developed forms to receive e-newsletters and visitor guides to obtain consumer e-mail addresses.

Results:  Based on conversion studies and average spending per vacation, we were able to conclude that the campaigns generated more than double the revenue than previous print-only campaigns.  Hotels reported slight increases in occupancy rates (10-15%).  Client was able to implement a CRM program for additional revenue streams.