With an average client partnership duration of over five years, we pride ourselves on excellent service and client satisfaction.
“The Boston Christmas Festival entered the 30th year of the event in choppy times economically as well as days before a contentious Presidential election that caused marketing messages to be diluted. Despite this, our event had a record year both from attendance and on site sales. We attribute this to the right message being delivered in many creative ways by Mediastruction. Their services are very personally tailored which as a small client is very meaningful. We are totally pleased and will continue to use them.”
“Mediastruction is more than a media buyer…they are a strategic partner. They listen to our business goals and translate those goals into a successful media plan that delivers measurable results.”
“Mediastruction has the tools, knowledge and motivation that helped my company make marketing decisions quickly with my best interests in mind. I was lucky to find them and have seen a vast improvement in my ROI.”
“Marilois is impressive, keeps on top of new trends and opportunities, and shares those with us regularly.”
“Mediastruction has helped us make more educated buying decisions.”
“We look to Mediastruction to not only provide us guidance on future trends but also to be experts on local opportunities that we can utilize to reach a hard to reach B2B client (busy doctors).”
“They only pitch something if they believe it is a true added-value for your organization.”
Challenge: Iron Mountain, an international storage company, wanted to test the impact of branding ad units and messaging to lead-gen services.
Primary Measure of Success (KPI): Site traffic and engagement metrics of exposed versus control markets.
Strategy: Primary and secondary research was leveraged to first determine that SMB owners highly index against radio usage, preferring sports and news formats. Next, a weighted variable model was built to identify market opportunity to select four test markets. The model measured top SMB density and business “health index” as well as radio costs. Local disc jockeys were hired to read spots. To ensure authenticity, DJs were met by local Iron Mountain employees, who relayed Iron Mountain’s value proposition and its history of storing the nation’s most iconic images and historical documents.
Tactics: Six new radio spots – a :60, four :30s and a :10 – were produced to support the Iron Mountain brand and service lines. A partnership with Pandora provided full national coverage and segment targeting. Additionally, a group negotiation with local CBS-owned sports and news stations in four markets – Boston, Chicago, Dallas and Philadelphia – provided extra coverage in the priority metros.
- Primary KPI: Overall signals of engagement of exposed versus control markets.
- Additional Noteworthy Performance:
- Boston Ad Club Winner: Best Use of Radio
- Total site traffic increased 9%
- Site traffic from Chicago, Dallas and Philadelphia increased 17%, 8% and 8%, respectively
- Organic search traffic increased 11%
- Call volume increased 29%
- Sales leads increased 55%
- Closed deals increase 16%
INNOVATING A NEW MEDIA TOUCHPOINT
Challenge: Move WBZ-TV, in the Boston market, upwards in ranking from third place spot it occupied.
Primary Measure of Success (KPI): Upward movement in network ranking.
Strategy: First, identify the audience group most likely to ‘churn’, which was determined through first-party data insights to be female viewers. Then, develop robust out-of-home plans on video screens, to drive increased consumption of CBS content to that audience – ultimately increasing the stickiness and loyalty of consumption of that network.
Tactics: Screens indexing against females were purchased in shopping malls and transportation centers based on qualitative consumer insights research that said women are the most likely news viewer conquests. Mediastruction identified the inventor of the nail dryer, Lanel, and collaborated to build a screen system attached to Lanel dryers. Women who visited nail salons on Boston’s iconic shopping street, Newbury Street, were treated to video content at eye level.
Results: WBZ-TV news ratings rose to #1 in the Boston market. Additionally, an ad recall study noted that recall was near-100%.
SIMULATION MODELING TO REDEFINE PRINT
Challenge: Rockland Trust Bank needed to raise brand awareness and sales among B2B customers in a fiercely competitive market.
Primary Measure of Success (KPI): Cost per incremental sale and return on investment.
Strategy: First, third-party research identified newspaper as a trusted medium among small to medium sized business owners. Then, simulation modeling identified a positive ROI from historical investment in newspapers. But continued shrinking readership presented the challenge of scaling brand presence via print. So, Mediastruction creatively redefined “print” for its go-to-market strategy.
Tactics: Mediastruction negotiated a holistic package, including several “never been done” elements:
- Launch of Boston Globe’s “Talking Points” sponsorship, news section of the paper, highlighting snippets of breaking business news.
- Launch of “native” team to write custom content, amplified on Globe’s and bank’s earned and owned channels.
- Digital banner ads on Globe.com and Boston.com
- Sponsor of event series, themed “Moving from Small to Big,” featuring business celebrities. Valued clients and potential clients of the bank were invited.
- Out of home exposure with wrapped delivery trucks and honor boxes
- The Boston Globe’s 2019 ROI was approximately $200,000 across multiple products.
Results: Media OmniVu™ model measured the Boston Globe activation as its own media touchpoint, quantifying its contribution to sales.
CREATION OF AN INDUSTRY-FIRST ‘REACH MAXIMIZER’ TOOL
Challenge: There is little to no consistency in how brands or agencies approach reach/frequency measurement. Because each media buyer, for each spot market buy, has 500 million potential combinations in order to measure maximum reach, ‘reach’ is often completed by best-guess.
Primary Measure of Success (KPI): Maintain or increase reach metric within flat budget across all spot market buys.
Strategy: Use data science to reverse engineer spot buys and create accuracy and consistency in reach measurement – which has never been done before by any company.
Tactics: Data scientist used a neural network to replicate the ad buying platform reach calculation, then built an algorithm that recommended which spot placements to buy to maximize reach. Additionally, the algorithm could identify the point of diminishing return.
- Entertainment brand increased reach on average of 10% across all campaigns, while simultaneously decreasing costs 10%.
- Savings were redeployed to non-traditional video touchpoints.
- Reach curve analysis consistency across all markets.
SUPERIOR SEO TO INCREASE TRAFFIC & RELEVANCY
Challenge: Due to COVID-19 Pandemic, a Dermatology brand’s offices would be making a switch to telehealth. The client aspired to launch a campaign focused on their new teledermatology practice, but search volume around “teledermatology” was minimal prior to the pandemic, so keyword trends around that term was minimal. It was anticipated that the concept of telehealth was going to take off during the pandemic, so Mediastruction sought to take ownership of top, telederm-related search results positions as quickly and effectively as possible.
Primary Measure of Success (KPI): The performance of the SEO changes was gauged on the agency’s ability to obtain top positions on critical relevant keywords, and demonstrate significant inbound site traffic increases.
Strategy: Mediastruction used a combination of its SEO toolset and the available data on Google trends to identify the highest-volume keywords and topics in the category – looking across both the ‘teledermatology’ narrow keyword set as well as the broader ‘telehealth’ ad groups. That data was used to inform the development of content pages within the client’s website around those keywords and topics. Technical SEO was leveraged heavily in the development of those pages to ensure they would be positively ranked by Google, and therefore drive up the client’s search results positions.
Results: Organic traffic drove over 4,500 visits to the teledermatology pages to date. The client’s website ranks highly for teledermatology keywords including the top position for “teledermatology services.” The client continues to have visibility and valuable real estate on the Search Engine Results Pages.