New Business Acquisition Campaign
2017 Finalist

New Business Acquisition Campaign

The Oklahoman Media Company

Oklahoma City, United States

Category Advertising Sales and Retention

Media associated with this campaign

Overview of this campaign

Challenge:

  • Despite having been in the Oklahoma City market for 100+ years, our internal research showed The Oklahoman’s unaided brand awareness among consumers and businesses was one of the lowest among metro media companies. This was due to a combination of 1.) extraordinary population growth from outside the market during the past 10 years and 2) We weren’t consistently promoting our brands, advertising products and marketing services to these new consumers and businesses

 

Objective:

  • Re-introduce our brands, advertising products and marketing services to the OKC business community
  • Communicate the superior consumer audience delivered by The Oklahoman – OKC’s most affluent, best educated mass audience
  • Demonstrate our award-winning, superior expertise in traditional and digital marketing services
  • Generate qualified hand-raiser leads for the advertising sales team to convert to sales

 

Campaign

  • In March 2016 we launched a multi-media marketing campaign designed to drive businesses and local ad agencies to our OklahomaUnfolded.com/BuildYourBiz website where they could learn more about our audience, advertising products and marketing services; RSVP for one of Business Builder Marketing Events and/or request a sales call
  • The campaign encompassed digital display advertising, retargeting, social posts and advertising, e-mail and direct mail marketing, print advertising and event marketing that included eight monthly Business Builder marketing events

Messaging focused on marketing subject matter that our research showed was most important to OKC businesses, including social media marketing, SEO/SEM, e-mail marketing, CPC, retargeting, market research and others


Results for this campaign

Results:

  • 721 hand-raiser sales leads, 3.75x higher than 2015
  • 430% return on investment
  • 51,239 website page views, 182% higher than 2015
  • CTR rates for digital ads, social ads and emails that exceeded industry benchmarks (Hubspot, Compete.com) by 44%, 426% and 191% respectively
  • Website visitors spent 2:31 per visit

Contact

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