Increase attendance YOY using a flat budget in a challenging political window with increased television costs.
Utilize Media Mix tool to evaluate total campaign efforts in Boston market; providing key insights into benefits of cross-channel strategy.
- Utilize alternative cost-efficient media avenues to reach target demo of Women 35-64
- Implement innovative cross-channel approach
- Increase awareness
- Grow attendance YOY
- Increase total number of ticket sales
Take a portion of the TV budget (24%) and allocate to online video (pre-roll)
- Evade cost premiums due to political window
- Maintain campaign reach of target demo
- Increase campaign frequency of target demo
- Lower CPMs
- Contextual and zip code targeting via programmatic online video
- Leverage share deals with a select few radio partners who offer true integration with on-air content, strong promotional support
- Utilize Media Mix tool to evaluate total campaign reach year over year; providing key insights into benefits of cross-channel strategy