Success Stories
Success Story: Cox Communications
Cox Summer Vacation Campaign
Cox Communications’ “Summer Vacation” promotion and sweepstakes for San Diego, Orange County, Tucson, and Phoenix cable systems included promotional pieces which were customized by market. This allowed for varied promotional elements in which some markets had multiple direct mail pieces and others needed multiple versions of TV spots as well as various vacations as prizes.
“Cox Communications realized a 68.6% increase from the same time period a year earlier…”
Cox Communications realized a 68.6% increase from the same time period a year earlier in the combined customer net gain for Cox Digital Cable and a net gain increase of 66% for Showtime.
Cox Communications Film Festival
The Cox Communications Film Festival generated 20% of the annual customer net gain during the month of August with a community-wide, free outdoor Film Festival known as the Cox Communications Film Festival.
“We secured $200K in cash sponsorships and over $100K of in-kind commitments annually.”
West Coast Media maximized involvement and exposure in the event, leveraged the film festival to generate customer growth, and built relationships in the surrounding communities.
Success Story: Stanley Steemer
From the beginning, Stanley Steemer was a company that required a multi-faceted media campaign. Stanley Steemer’s marketing needs are seasonal, and therefore the specific timing of media is essential.
Furthermore, they needed to create awareness of all their available service lines.
“West Coast Media developed a multi-faceted media campaign, including broadcast tv, radio, cable, digital, and out-of-home.”
As traditional media content and consumption has transitioned to online platforms, we have successfully utilized ad placements on OTT video for Stanley Steemer. Through our OTT partnership with Premion, we have been able to engage consumers with highly-effective 30-second video creative, while micro-targeting potential buyers geographically (targeting specific zip codes) and behaviorally (using IP data to target shopping behaviors that indicate likely Steemer customers). Given that this client’s business is highly seasonal, OTT is a medium that allows us to jump in when needed and jump out when not. In addition, our monthly reporting allows us to show the client what their ad audience is watching, when they are watching it, and on what device they are watching. We are also able to show the client specific actions attributable to the campaign. This means greater transparency for the client, better insights to track and evaluate our media performance, and better understanding about the specific outcomes of our media buy. Our OTT Premion campaign has led to increased client website traffic and increased appointments for cleaning services.
We also developed a very successful long-term radio campaign using local personalities doing live ad-lib spots. These live endorsements delivered the advantages of believability, consistency, longevity, recognition in the community, and made it easy to promote all service lines.
Since 1985, our agency has consistently negotiated with media partners for advantageous rates and earned media on behalf of Stanley Steemer.
Success Story: Lake Elsinore Ford
As traditional media content and consumption has transitioned to online platforms, we have successfully utilized ad placements on OTT video for Lake Elsinore Ford. Through OTT, we have achieved the perfect mix of advantages that are present in traditional TV advertising as well as digital advertising, while foregoing the disadvantages of either medium. With our OTT campaign, much of the programming and formatting of ad breaks is carried over from traditional TV. Also, unlike much of the video advertising in the online space, all of our client’s ads are unskippable. In fact, around 98 percent of our OTT audience completes ad viewership each flight. This means the urge to skip or fast forward through commercials–and endemic problem with DVR on traditional TV–is negated in the OTT space. Furthermore, our campaign takes advantage of Premion’s first-run access to premium content, vs. settling for ad placements in remnant programming and pods.
“To date, our OTT Premion campaign has led to increased client website traffic, increased views for specific VDPs (vehicle description pages), and greater showroom traffic, all of which has attributed to an increase in sales and client satisfaction.”
Through our OTT partnership with Premion, we have been able to engage consumers with highly-effective 30-second video creative, while micro-targeting potential buyers geographically (targeting specific zip codes) and behaviorally (using IP data to target shopping behaviors like Ford shoppers, truck shoppers, in-market buyers, etc.). In addition, on the backend of each flight we can show the client the various metrics and measurements that OTT tracks. Our monthly reporting allows us to show the client what their ad audience is watching, when they are watching it, and on what device they are watching. We are also able to show the client specific actions attributable to the campaign. This means greater transparency for the client, better insights to track and evaluate our media performance, and better understanding about the specific outcomes of our media buy.
To date, our OTT Premion campaign has led to increased client website traffic, increased views for specific VDPs (vehicle description pages), and greater showroom traffic, all of which has attributed to an increase in sales and client satisfaction.
Success Story: San Diego Housing Commission
The San Diego Housing Commission tasked West Coast Media with creating a radio awareness campaign to promote “Housing for Heroes.”
The campaign goal was to find housing for homeless veterans.
In the end, the campaign helped SDHC to reach their goal of finding homes for 1,000 vets. Mission accomplished!
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