CASE STUDY #1: WEB IDENTITY SERVICES PROVIDER
provider of web identity services.
needed an aggressive e-commerce strategy.
direct selling program consisted of limited banner-only media placements.
was not being applied to enhance campaign effectiveness.
were considered too high due to poorly defined performance standards
narrowly applied testing methodology.
with online media agency resulted in limited or no demonstrable
and design members of team were not collaborating to produce results.
Develop an effective
integrated media program with quantifiable results, both for increasing
and strengthening brand awareness.
tools to sustain and optimize effective placements and to
demonstrate return on investment (ROI)
through multiple metrics.
with a rich, interactive and influential context to market their
the creation of a concierge
program to allow the client to establish and develop long-term
relationships with customers across multiple
media vehicles through the prospects current
relationship with a media property.
across the entire team to encourage participation so that individuals
understood the big picture
and providing a framework for planning and problem solving.
The first step
was to accurately define the target audience. Proprietary research
were utilized to develop a model
of prospective Web services customers. This group was then
evaluated to identify potential customers'
demographics, psychographics, and lifestyle
characteristics to create a behavior
profile of media consumption habits.
to synergize the clients' products and brand with the site's content
audience to effectively match relevant
interests and needs of the audience.
of targeted category placements so that ad positions were delivering
lowest possible cost per acquisition.
Served as liaison
to two creative development agencies to establish a testing matrix
creative effectiveness could be measured
and key learning applied to future creative
sharing meetings so that individuals on team could plan to support
elements of program.
enticed by the campaign accounted for a 76% decrease in the cost
acquire a customer as cumulative
sales increased by 66.7%.
The media campaign's
ROI peaked at 317.7% over the course of the program.
provided additional information about our client's core audience.
increased by 122.6%.
utilizing relevant multi-channel placements as well as building-in
acknowledgement communications to
support branding objectives.