3|60 Media Process
We treat your money like our own, always seeking the best bang for the buck. Media planning and buying is dynamic. Utilizing ongoing results analysis, we optimize programs to maximize results.
The ever-changing, never-tiring world of media.
There are many modes of communication in media: TV, radio, print, outdoor, online, social media, direct mail or even just plain word of mouth. But we think it makes the most sense to decide who we’re talking to and where your brand wants to go before we start charting a course. This is how we approach every media plan.
First, we decide how to deliver the message in a way that’s unique to your brand personality and sales objectives. This might lead us to develop a multifaceted media strategy, as we did for the launch of Texas.gov. Or spawn a grassroots movement, like we did for Maine Root Sodas. Or produce an emotionally charged television campaign, as we did for the Texas Rangers Baseball Club. But no matter what creative method we choose, one thing we always do is solve marketing problems with the goal of Brand Acceleration.
So, toss away all your preconceived notions about media. Door Number 3 is about connecting to the consumer through old ways, new ways and ways you may never have imagined. Luckily, we have.
We like to break it into 3 parts. Go figure.
Audience Evaluation: Truly understanding your brand user is the most important factor in your success. Here’s our chance to dig into your target audience and get a clear understanding of who they are, where they live, what media they consume and what motivates their purchasing decisions. We then align these findings with your goals.
Strategic Media Planning + Buying: This is where our media knowledge, strong relationships and creativity help us to outsmart instead of outspend your competition. In this phase we can wow you by minimizing CPM’s and maximizing GRP’s. But we also make it a priority to look beyond the media numbers and focus on the impact of the message. We work to get more out of every dollar through negotiation of best prices, placements, and added value appropriate to your specific goals.
Assessment and Stewardship: Now for the real magic where we combine innovation and imagination with measurement and evaluation. Once the plan is in motion we don’t sit back and hit the cruise control. Instead, we watch and assess its every move. We monitor all aspects of the plan to ensure that you’re getting what you paid for and that it’s operating at peak efficiency. We pick through piles of data, tweaking buys for maximum performance and if a new opportunity arises, we assess and add it in, if it meets program criteria. It’s a system that works each and every time. And we have the case studies to prove it.
“You guys get the ‘Vendor of the Year’ award! I sincerely appreciate your help with all of this. Thank you!”
Challenges & Objectives:
TexasOnline.com re-launched as Texas.gov, a more user-friendly government portal for all things Texas. The site serves as both an information resource for Texas residents (ex: voter information, property tax information, children’s health insurance information, and lottery results) as well as a one-stop shop for over 180 transactions such as vehicle registration, professional license renewals, and fishing licenses.
Overall knowledge of the original site was low and user experience was poor, leading to one of the lowest % adoption rates of online government services throughout the country. Following a site redesign providing a much more user friendly experience, faster search and a larger number of overall services, Door Number 3 was tasked to launch the new site throughout the state of Texas, generating buzz, creating awareness, and ultimately driving transactions and site adoption.
Strategy & Execution:
Through analysis of transaction type and origin as well as overall Texas resident data, we determined areas of highest potential transaction to focus launch coverage. Our campaign employed a media mix which varied by geography, allowing for greatest coverage in priority areas, and extended coverage throughout the state, driven by online placements and supplemented at launch by radio, out of home, and print. We also recommended that Texas.gov maximize their relationships to extend the campaign flight via unique placements in and on government buildings. These buzz-worthy, custom placements generated additional coverage in a key market with no additional media charge.
• Door Number 3 negotiated for impression delivery over 20% greater than plan estimates via price reductions, reinvestments and guaranteed bonus placements