St. Joseph Health Media Buying and Media Planning Case Study
Challenge
We have been the media buying and planning agency for St. Joseph Health since 2009. Our MEDIA GOALS were to Generate awareness. Drive traffic to designated website. Create integrated surround sound media plan while being mindful of very strict geographic restrictions.
Solution
Media blend of TV (Cable) digital; social; OOH and print. Added Value: $112,000 (estimated value of FREE media) Fifty (50) :30 second promo messages playing in 166 local stores – Vons, Albertsons, Ralphs, Walgreens; rotating banner ads on primary vendor (s) website (i.e. ocregister.com); 2 -14 x 48 bulletins (4 weeks); 10 bus tails (per 4 week period); 10+ weekly :30 & :15 second Cable TV spots; website links on all major vendor homepage sites; email blasts to over 50,000 opt in recipients.
Results
“Every Moment Matters/mammograms” garnered dramatic increases in SJH enrollment. The campaign also achieved the intended goal of increasing the brand’s favorability ratings. EMM successfully integrated media tactics among the best exposure and engagement metrics, click through rates for the banner ads were 2% considerably higher than the industry average of .1%. Interaction rates were an astounding 11% – far greater than the industry average of 2.5%.
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