Below you’ll find a small sampling of some marketing and media “problems/ opportunities” we’ve encountered over the years and the various traditional, digital and mobile solutions we’ve recommended for a wide variety of clients on an International, National and Regional/Local market level. Click on the the links in this paragraph to go to the grouping of traditional, digital or media solutions we have developed and implemented as a result. Included in these solutions are a few of our 28 International ECHO Award (the highest honor in Direct Marketing) and New England Direct Marketing Association (NEDMA) Award winning campaigns for outstanding creativity and documented results.

As you can see, we LOVE solving marketing problems creatively and successfully overcoming client challenges and producing trackable and measurable results: Is there an ingenious (and VERY impactful) Media Planning and Buying solution we can devise and implement for you?

TRADITIONAL

Alex & Ani – National and Local

Problem/Opportunity: How do you stand out in the largest media market in the country while showcasing your client’s unique brand image?

 

PriMedia Solution: By utilizing strategically located New York City wallscapes and high impact double decker full-wrap busses we complemented more traditional media exposure and dramatically increased target audience reach in a highly competitive impulse-purchase retail environment. (AKA the streets of NY).

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Calvino Law Associates – Local

Problem/Opportunity: In a crowded Personal Injury Attorney marketplace

How do you “stand out from the crowd” literally and still cost effectively reach your target audience in a memorable way?

 

PriMedia Solution: Creation of the “Fight back. Call Jack.”sm (Calvino) marketing campaign (whose rhyming memorization mechanism was instantly imitated by at least 5 local competitors…) Our media solutions included Bus Kongs and Headers, and dasherboard and Digital Scoreboard Fight sponsorships at Providence Bruins (AHL) games complementing a significant and dominant outdoor (Interstate bulletins utilizing extensions) and multi-cultural media presence based on ideal target audience for the service and brand.

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Carvel Ice Cream – International

Problem/Opportunity: Drive sales during key holiday celebration times in Puerto Rico when current advertising plan is not working.

 

PriMedia Solution: We reviewed, renegotiated and created new media plans for the island that included local Radio and Television. Whereas previous placements had not resulted in sales increases, after our involvement Carvel reports that locations saw 40-60% increases in sales. There were even reports that some locations had run out of ice cream cakes, and that some had to close early because they ran out of ice cream!

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Alliance Bernstein CollegeBoundfund – Local

Problem/Opportunity: What’s the best way to convince young parents and other family members to invest in the gift of education at a time when putting money aside for college is not that easy?

 

PriMedia Solution: Reach families when they are together at family based events and reach them literally where they live, work and play.

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Honey Dew Donuts – Regional

Problem/Opportunity: How do you stand out in an overcrowded QSR (Quick Service Restaurant) category in the midst of the “breakfast wars” in New England facing deep-pocketed competitors with unlimited resources, more locations and who literally give coffee away?

 

PriMedia Solution: PriMedia created the ‘Honey Dew List” to air before each Boston Celtics game broadcast throughout New England in which 2 time NBA Hall of Famer (as both a player and a coach) Tommy Heinsohn explains to viewers what the team needs to do that night in order to win. We also utilized strategically located digital bulletins within close proximity to locations to drive specific messaging at key times of the year as well as used sidebar placements in simulcasts of the areas’ #1 Morning Drive show “Toucher & Rich” on Comcast Sports Net New England.

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Re-Bath – National

International Echo Award winning campaign

 

Problem/Opportunity: How can you reach a national audience of prospective customers at a greatly reduced cost and deliver qualified leads via phone calls to local dealers and visits to websites that could then be sent to local dealers?

 

PriMedia Solution: PriMedia created a National Television lead generation campaign that reduced Re-Bath local market Cost Per Leads (CPL’s) by 50% via an ECHO Award winning campaign that placed Re-Bath ads in specific cherry picked national cable and broadcast TV programming (versus ROS spots on little watched cable networks) at discounted Direct Response rates, with daily trackable results and much higher back-end conversion rates in most markets.

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Tourism Nova Scotia – Regional

Problem/Opportunity: How do you reach high income, older, active adults efficiently in the Boston market to generate top-of-mind awareness of Nova Scotia, Canada as a premiere vacation destination option without having them fast forward through your commercials?

 

PriMedia Solution: A multi-pronged approach utilizing non-traditional sponsorship placements within sports programming: Sidebar placements in local simulcasts of the areas’ #1 Afternoon Drive sports show “Felger and Mazz”, Digital ads (called “gameflows”) during live telecasts of Boston Red Sox games on NESN across New England and live audio & video billboards & mentions in live sports news programming.

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Town Fair Tire – Regional

Problem/Opportunity: As a newcomer to professional sports sponsorships in Boston and New England, overcome the previous long-term branding efforts by competitors (Sullivan Tire especially) to rapidly build brand presence and share of market on a cost efficient basis without increasing budget.

 

PriMedia Solution: Create a unified “Town Fair Tire: On a Roll” sponsorship theme that can be carried across multiple sports programming regionally (including NESN, CSSNE program sponsorships) and locally (WEEI, WBZ-FM, WFAN radio and higher attendance minor league teams EX: PawSox, SeaDogs) in MA, RI and CT.) Utilize this strategy to maximize the impact of the sponsorship reach to M 25-54 and dramatically increasing related sales via targeted and cost efficient placements and consistent and extremely positive association with the hottest (and most successful) pro athletes in a given sport, who are “On a Roll” in any given week. We utilized digital signage behind the plate on certain broadcasts, and were the title sponsor at the Town Fair Tire 100 at New Hampshire Motor Speedway, which included negotiation of free infield signage that produced national television brand exposure worth hundreds of thousands of dollars on Sunday’s NASCAR race broadcast live on TNT.

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WLWC-TV-28 – Local

Problem/Opportunity: How do you reach a younger, active audience that is glued to their smartphone screens without using a digital medium to reach them?…and how do you best get and keep their attention long enough to make sure the message is effectively delivered?

 

PriMedia Solution: Providence Place Mall “Takeover” successfully and cost efficiently reached our primary intended audience “where they hang out” when not at school or home…at the Mall food court near the movie theatres & Dave & Buster’s when they are most likely to be in a relaxed and receptive mood…with a literally “in your face” promotional and branding message that was impossible to ignore and powerful enough (when coupled with a Live appearances by local radio station personalities and giveaways) to convince our target audience to “watch” not only what we were showing them at the mall but the new programs CW28 also wanted them to watch on TV when they got home!

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DIGITAL

AAA Travel Marketplace – Regional and Local

Problem/Opportunity: How do you generate excitement about a second Travel Show to the market in which the current Travel Show has a foothold?

 

PriMedia Solution: PriMedia used high impact digital placements (as well as a supplemental multi-media mix of OOH, Transit, TV, Radio & Print) to generate excitement and drive ticket sales for the (now annual) event. Since its first year we have increased attendance, ticket sales and bookings each year of our involvement.

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Alex & Ani – National

Problem/Opportunity: How do you reach a targeted young, mobile female audience within a defined geography (near a physical retail location) while also giving them an opportunity to purchase online?

 

PriMedia Solution: PriMedia employed a digital audio & banner strategy using Pandora that was available across all devices in the multiple DMA’s where Alex & Ani was previously already introduced.

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Honey Dew Donuts – Regional and Local

Problem/Opportunity: How do you reach consumers on the go and when not sitting in front of their TV or listening to the radio in their car? How do you generate excitement for a new product targeting a college-aged audience?

 

PriMedia Solution: PriMedia ran a cross-device digital/mobile campaign to generate millions of completed pre-roll video views pushing specific product offerings at different time of the year. We also utilized takeovers and sponsorship of local websites to push new product sampling.

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MOBILE

AAA Insurance – Regional and Local

Problem/Opportunity: Drive consumers to an online quote for auto insurance in a specific geographic area.

 

PriMedia Solution: PriMedia employed a mobile audio and banner strategy using Pandora that was available across all devices within a geo-fenced location. Users were then sent directly to a secure page where they could input their information for a free quote or speak with an AAA Insurance agent.

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Mike Heffernan for Treasurer – Local

Problem/Opportunity: How do you creatively reach loyal fans without being able to purchase in game advertising…

 

PriMedia Solution: PriMedia geo-fenced a mobile ad buy around Gillette Stadium during Patriots home game prior to the election.   All users on a compatible device were shown an ad for the candidate that brought them to a specifically created landing page in which they could learn more about the candidate and where he will be or to donate. Our efforts were noted in The Boston Globe for their creativity.

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Rhode Island Blood Center – Local

Problem/Opportunity: How do you remove the barriers people build up in their minds that stops them from donating blood while giving them the means to act?

 

PriMedia Solution: PriMedia geo-fenced a mobile ad buy around RI Blood Center locations.   All users on a compatible device were shown an ad for the closest center that brought them to a specifically created landing page in which they could call, request an appointment by email, search a for blood drive in their area or get directions to the closet center.

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Volvo – Regional and Local

Problem/Opportunity:

With the increased use of mobile devices in the luxury class sector to engage potential customers how could Volvo best  take advantage of this trend to “Drive” a high percentage users to schedule a test drive at their local Volvo Retailer.

 

PriMedia Solution:

Volvo Mobile Campaigns were expanded to include extensive geo-targeting based on a series of highly selective criteria channeling users to a fully-developed mobile microsite. Further engagement by the user allowed them to view a gallery of various Volvo models, the current promotional and rebate offers in their market, the current: 30 TV commercial in their market, Volvo Retailers in their market based on user location in the geo-fenced area. The potential customer could then choose to either go to a specific Volvo Retailer mobile-site or ultimately to direct click-to-call a Volvo Retailer to schedule a test drive. The campaign was not designed to directly sell a large luxury-class item like a Volvo via a mobile device; but rather, to engage a highly-qualified consumer to directly interact with a Volvo Retailer at the store location. The campaign dramatically exceeded industry standards for both user engagement and direct click-to-call. Who said you can’t sell a luxury item via a smartphone!

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