Case Study 4: Creative Strategy ROI

OVERVIEW
A leading provider of commercial, industrial and technical recruiting and staffing services, had employed a creative strategy utilizing color in their yellow pages ads to help them stand out from their competition in the cluttered directory environment. This strategy came at a premium cost, and the client was unclear of the ROI being generated.

ACTION
GDMI developed and implemented a research program to measure the ROI of the client’s color based strategy against that of a non-color ad strategy. Utilizing sophisticated split-run methodology and unique phone numbers, we accurately tracked and compared call volumes generated by the two different strategies.

RESULTS
Comprehensive research proved that the client’s premium color ad strategy did not deliver as a high an ROI as the non-color strategy. The savings realized from the strategy modification provided the client with an opportunity to shift their program investment to other initiatives.

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