Case Study 3: Increasing client participation

OVERVIEW
Established as a corporate relocation moving company, the client launched an initiative to increase consumer business. Regional managers traditionally relied on other marketing efforts to attract corporate business and were not familiar with the effectiveness of the yellow pages medium in generating consumer traffic. In order to make the client’s consumer initiative successful it was important to persuade regional managers to participate in a print program targeting consumers.

ACTION We compiled comprehensive third party research detailing consumer use of the yellow pages when searching for a moving company. Detailed customized media plans - including ad strategies and expected call volumes for each regional branch - were prepared, along with new ad creative featuring compelling copy and an easy to read layout.

RESULTS
Participation in the client’s yellow pages program grew by 50% in one year.

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