We have chosen a few examples of client success stories that demonstrate our creative thinking and media expertise. We're confident that several of these core competencies have application to your brand's marketing efforts.
Give us an opportunity, and we'll add your company to this list of wins.
Tanger Outlets was a McCulloch+Company client partner for nearly 18 years beginning in 1996. In that time, Tanger grew from twelve outlet centers to over forty centers in the U.S. and Canada. McCulloch+Company provided comprehensive local-market media services for each of Tanger's centers.
Supplement local-market media plans with a national platform that creates incremental exposure, new customers and elevates the brand.
McCulloch+Company developed and implemented a national partnership with TLC's What Not to Wear, featuring fashion celebrities Stacy London and Clinton Kelly.
The multi-channel partnership included on-air exposure, a nationwide enter-to-win contest, digital support and featured an in-program integration with one of Tanger's flagship centers in Deer Park, New York.
In addition to the high-profile national branding for customers, tenants and Tanger shareholders, this marquee partnership garnered over 40 million impressions, 95,000 sweepstakes entries and collection of over 25,000 new shopper email addresses.
"We’re grateful for how integrated and forward thinking you all are with our company --- truly unique. We’re lucky to have you as partners.”
North Fulton Hospital in Roswell, GA has been a client of McCulloch+Company since 2008. Our agency has crafted multi-media programs for NFH to rebrand the hospital, as well as promote several service lines and events.
Develop a media program to promote North Fulton Hospital's emergency department innovations and expanded women's services. Success metrics included increased web traffic and check-up appointments. With a modest budget and narrowly defined service area, a unique media strategy was required.
McCulloch+Company crafted a multi-channel digital platform that targeted prospective patients based on user demographics and content. Media channels had to be employed to geo-target North Fulton Hospital's key ZIP codes.
The media strategy combined digital display, in-banner video and pre-roll video units targeted to the hospital's ZIP codes, ensuring there was no wasted coverage. These units were placed both site-direct on local media websites and on customized digital networks with health-related content. Negotiation with media partners yielded 25% more impressions than projected.
North Fulton Hospital reported significant increases to their website traffic during the campaign and greatly exceeded call volume expectations. The success of the digital efforts merited a shift in media budget allocation to include a more robust digital spend.
McCulloch+Company's partnership with Tensar International Corporation began in the fall of 2012. Tensar is a full-service provider of specialty products and engineering services that offer innovative and cost-effective alternatives to traditional construction methods. Tensar is the parent company of multiple brands (North American Green, Tensar, Geopier Foundations), with hundreds of products with varying applications (roadway reinforcement, retaining walls, erosion control, mining, oil & gas drilling sites, etc.) and several distinct customer target audiences.
Create an integrated media program that not only creates brand recognition and category leadership, but also generates qualified leads for the Tensar sales force.
Supplement digital, print and tradeshow media with a webinar series that demonstrates Tensar's expertise in key product categories and captures participant contact information.
McCulloch+Company partnered with the leading publishers in each category to design webinar programs that would reach key audiences, provide maximum exposure for Tensar's technological solutions and reinforce thought leadership. Four webinars were scheduled throughout the year, in advance of crucial sales periods. Webinars were promoted heavily across multiple channels (print, digital, email) with data collected on publisher-created registration pages. McCulloch+Company helped coordinate the content creation and event logistics with the publishers and Tensar's expert spokespersons.
The Tensar/North American Green webinar in the erosion control category generated so much interest that a second webinar date had to be added. This particular webinar resulted in a 75% attendance rate, setting a new record for the publisher in conversion and overall volume. Overall, the webinar series resulted in over 700K print and digital impressions, 2,150 qualified leads and 1,475 webinar attendees. The average cost per lead was below $20.
Greenway Health is an Atlanta-based provider of Electronic Health Records (EHR) technology and services. Greenway partnered with McCulloch+Company to heighten its visibility in key healthcare categories and generate qualified customer leads.
Maximize the advertising footprint within a modest budget, compared to larger, more established competition.
Development of strategic added-value exposure was crucial to stretch the media budget and compete in the category.
Additional exposure was generated through:
Value-added components added 20% more exposure to the advertising campaign; approximately $120,000 in value.
USA-HealthInsurance is an independent health insurance broker that serves as a navigator for healthcare.gov. McCulloch+Company began work with USA HealthInsurance during the fall of 2013, in conjunction with the launch of the Health Insurance Marketplace.
McCulloch+Company was challenged with identifying media channels that efficiently reach low income households in Atlanta and San Antonio, creating immediate awareness and inquiry.
Transit advertising was identified as the best possible media option based on rider demographics and a captive audience.
Multi-channel programs were created with the Metropolitan Atlanta Rapid Transit Authority (MARTA) and San Antonio Metropolitan Transit (VIA) systems. The media plan incorporated bus interior posters, rail interior posters, bus exterior King posters and MARTA's digital rail network. Aggressive negotiation played a key role to guarantee maximum coverage and campaign duration.
Based on our strong relationship with key out-of-home vendors, McCulloch+Company negotiated media programs that averaged 50% below standard market costs. During the six-month flight, USA-HealthInsurance received over 10,000 phone calls, resulting in 2,000+ enrollments. USA-HealthInsurance was overwhelmed by the response, exceeding their target sign-ups by 1200% and delivering a remarkable 2500% return on their media investment. During the 2014/2015 enrollment period, McCulloch+Company will replicate the media strategy in new markets and USA-HealthInsurance will triple call center staffing.
"The media program McCulloch+Company designed blew up my phones! We couldn't keep pace with the call volume. This was the most successful campaign that we've ever run.”
The Public Broadcasting System (PBS) received a grant to promote reading in at-risk households. McCulloch+Company was tapped to design an effective media campaign supporting the Raising Readers initiative in ten high-indexing markets.
Deliver a motivation message to the parents of at-risk African American and Hispanic children in key communities. Messaging had to be delivered in both English and Spanish in multiple media environments to maximize impact and generate significant levels of message frequency. Budget was modest and required a highly creative approach to media tactics.
McCulloch+Company designed a multi-media campaign and enlisted radio stations as community partners to garner incremental added-value and awareness.
The multi-channel Raising Readers campaign included radio, billboards, bus shelters, street marketing teams, mobile billboards and direct mail to targeted communities. The radio component included on-air exposure, remote broadcasts, special reading events at local libraries and appearances at cultural events and festivals.
Proof of performance submissions from partner radio stations yielded hundreds of photos and descriptions of successful interaction with the target audiences. Over an eight-week period, the program generated approximately four million media impressions and 20,000+ promotional items were distributed within a budget of only $270K. The feedback, response and enthusiasm for this media event were nothing less than overwhelming.
South Walton Beaches Wine & Food Festival has been a McCulloch+Company client since 2012. Located at Grand Boulevard Town Center in beautiful Sandestin, Florida, the festival is a best-in-class event that features over 800 wines, some of the world's finest foods, food and wine pairings and exclusive education seminars from industry experts and renowned chefs.
Devise a digital media program to promote 2014 festival ticket sales and raise awareness for the charity event. Within a modest grant budget, it was imperative to efficiently maximize impression delivery, while maintaining targeting capabilities to high-potential feeder markets, luxury shoppers and food and wine enthusiasts.
McCulloch+Company identified a leading digital display network to efficiently reach the target audience while consuming appropriate content in geo-targeted markets. Priority websites included premium lifestyle sites as well as travel sites.
A custom four-pronged digital display approach included geographic targeting, contextual targeting, demographic targeting and custom channel targeting.
The digital display program garnered over 6.5MM impressions and yielded 11,000+ clicks to the ticket purchase website, representing a 0.18% CTR and effective CPM of less than $5.00. Over 3,500 tickets were sold, nearly double that of 2013, and charitable donations to the Destin Charity Auction Foundation exceeded $2,000,000 - a 57% increase over the 2013 festival.
"Their expertise and the development of our digital media campaign, combined with added-value and supreme customer service, are huge assets that directly impacted attendance and the overall success of this year-long series. Besides being great at what they do, they are genuinely nice to work with and that is no small feat when you are moving fast.”
McCulloch+Company began its partnership with Cox Automotive Group brands in 1995. At that time, the agency worked exclusively with the Manheim auto auction devision. Since then, McCulloch+Company has provided an array of B2B media and marketing services for several brands, including AutoTrader.com, Kelley Blue Book, Manheim, Manheim Specialty & Heavy Truck, Manheim Total Resource and vAuto.
Solidify category leadership for AutoTrader.com, Manheim and vAuto, beyond dominance in traditional digital and print advertising tactics.
Seek out and fashion special programs that reinforce category leadership and create direct prospect interaction. Our longstanding partnerships with leading category publishers position McCulloch+Company as the "first call" for new opportunities.
McCulloch+Company identified Automotive News' inaugural "Best Dealerships to Work For" program as an ideal opportunity for AutoTrader.com, Manheim and vAuto. McCulloch+Company worked with Automotive News to develop a marquee program to create unparalleled exposure in the industry, while sharing costs among the three Cox properties. The program was modified from its original concept to include enhanced media support, additional speaking opportunities at the annual event, category exclusivity for all three Cox partners, cap on number of secondary sponsorship and a substantial program discount.
Valued at over $400,000, this partnership exceeded the program cost by 225% and delivered over 4.5 million annual digital and print impressions. McCulloch+Company has received the highest accolades from Cox management regarding the impact of the event. The "Best Dealerships to Work For" program provided direct contact with approximately 350 leading franchise auto dealers at the annual event -- three times the attendance of year one. We are currently in our fourth year of this program.
"They help us navigate a very competitive marketplace and are always quick to pose new ideas and partnership opportunities. Their knowledge of our category and relationships with key media vendors are second to none."
Tensar International Corporation is a full-service provider of specialty products and engineering services that offer innovative and cost-effective alternatives to traditional construction methods. Tensar is the parent company of multiple brands (North American Green, Tensar, Geopier Foundations), with hundreds of products with varying applications across several distinct customer target audiences. With such a diverse line of products, they have multiple competitors in each category.
Syndicated research can be expensive and hard to come by, especially in the B2B space. Prior to 2014 planning, Tensar wanted to know their current share of voice in each of three major product categories, as well as their competitors' current advertising spend & messaging strategy.
Conduct a competitive study on key competitors in major trade publications across three main categories (roadway, wall, erosion control) to estimate competitive spend, identify messaging strategy and confirm share of voice in each category.
McCulloch+Company conducted a MediaWatch™ competitive study surveying 20 identified competitors across 17 publications and publisher websites for a seven month period. Over 65 unique ad units were identified, scanned and analyzed for messaging, call-to-action and layout. Print and digital spend was calculated based on unit size, position and ad frequency using publication rate cards.
The 100+ page MediaWatch™ document confirmed Tensar's market dominance in all three categories. Advertising share of voice, share of impressions and messaging analysis led us to adjust the current media plan to avoid over or underspending with select publishers. The study also helped to identify new competitors in each category, as well as new publications and websites that were not previously on our radar.