$500 million brand with primary marketing growth through newspaper domination.
Print cannibalized majority of advertising sales budget, but newspaper readership is in decline. TV was attempted in the past, with disappointing results.
Client on a growth trajectory, great shopping values for budget-conscious middle class
Position store as a weekly destination to save on every-day household items rather than occasional shopping excursion for “value finds.” Ran media analysis to determine most efficient medium and ran reach curve analysis to optimize channel investment.
Ensure appropriate TRP levels, flight TV to coincide with insert drops and peak shopping periods. Track sales lift of TV stores vs. non-TV stores.