ABC & First Cast Entertainment
National Campaign Management and Order Fulfillment

The Situation

The client, a production company, wanted maximize their marketing budget for America United: In Support of Our Troops, a two hour special event that was to be broadcast on national television. With only three months of lead time before the show was to air, options and budgets were limited.

Objective

Maximize Nielsen ratings for the America United: In Support of Our Troops by reaching millions of potential viewers in the Nielsen top 100 media markets while also keeping the cost per impression under $0.10.

Strategy

The show was promoted as family friendly and a way of saying thanks to fellow Americans currently serving in the armed forces.

A mass media campaign in the top media markets was organized, consisting of advertisements placed on the front page of newspapers with a large circulation. These newspapers were distributed the day the show was to air.

Premier also engaged organizations sympathetic to the troops and provided these organizations with marketing materials to distribute to their members, including email blasts and web banners.

Premier identified Christian Americans as a group sympathetic to the cause of expressing gratitude to the armed forces. To reach this group, Premier connected First Cast with America United in Prayer, an effort to unite Americans in prayer by distributing prayer cards. The prayer cards were designed, printed, and distributed by Premier to churches across the country, with the goal of reaching two million potential viewers during their church service on the day of the broadcast. The prayer card featured a special prayer for the troops, commissioned by Premier from an Army chaplain, as well as an advertisement for the show.

Results

• 3.3 Million Viewers for America United: In Support of Our Troops
• First Cast Entertainment was approached by the network about producing sequel for the following year.

Services Provided by Premier

Mass Media Campaign

• Designed advertisements.
• Identified newspapers in the appropriate markets and secured front page advertising space on the date of the event.
• Reached over 1 million potential viewers at a cost per impression of less than $0.10.

Sympathetic Organization Activation

• Designed marketing materials for use by the organizations.
• Established relationships with the organizations, with 89 of the 94 contacted agreeing to send an email blast to their members. This resulted in over 500,000 impressions.

Faith Based Campaign

• Designed America United in Prayer logo.
• Designed and printed prayer card with America United advertisement.
• Created a DVD of the prayer that was shipped with the prayer cards.
• Collaborated with an Army chaplain to write a prayer specifically for the campaign.
• Secured a sponsorship for America United in Prayer.
• Fulfillment services for the campaign included custom packing two million prayer cards into standardized individual packages and shipping them to 427 locations across the US, with only 2 packages returned.
• Contracted a boutique firm for assistance with church outreach.
• Organized an internal church outreach campaign to supplement our partner’s efforts and ensure that all 2 million prayer cards were distributed.

The Swamp Restaurant
Local Campaign and Media Management

The Situation

The client wanted to debut a branded line of apparel as well as advertise its catering services.

Objective

• Drive traffic to the restaurant’s website.
• Customer data capture: use the data collected to improve the effectiveness of marketing efforts with these customers.
• Increase business during seasonally slow periods and for catering services.

Strategy

Premier proposed a contest where the winner would receive a car. In order to be eligible for the contest, customers had to use the website to provide personal information, including an email address, and answer some questions about their dining habits. The questions were strategically crafted to yield the marketing data that would help with future marketing efforts. Premier trained the restaurant staff on how to effectively drive traffic to the kiosk and website.

Premier worked with the client’s web designer to create a website for the contest and negotiated with a local car dealership to secure the prize. A web-enabled, touch screen kiosk was placed inside the restaurant to make registration easy for customers. Premier selected user-friendly software for the kiosk that would make it easy to register for the contest while providing the data capture abilities needed for success.

The website, kiosk, and car were all consistently branded with the restaurant and sponsor logos as well as details about the contest, including the date of the drawing. The branded car was stationed at events around town that had an attendance of 1,000 people or more. A street team attended these events to register people for the contest. On the day of the drawing, a local radio station had a live remote at the restaurant to announce the winner.

Services Provided by Premier

Branding & Creative Services

• Created the contest logo.
• Created signage for the contest, including banners, stickers on to go orders, and a front page advertisement on the largest local newspaper.
• Designed and installed full color vinyl wraps on the kiosk and car.

Consulting Services

• Trained restaurant staff on effective ways to present the contest.
• Identified events with 1000 or more attendees to promote the contest.
• Hired and trained the street team to register people for the contest.

Partnership for Strong Families
Non-profit Agency Saves with Direct Mail

The Situation

Partnership for Strong Families (PSF) is the lead agency for community-based care in North Central Florida. PSF oversees all management factors for maintenance and growth of their featured family and child services which include: support and prevention, foster care and adoption services. They wanted to use a direct mail campaign to target people who were likely to adopt children.

Objective

To show progress in the following factors in PSF’s service area of North Central Florida:

• Inform the community about adoption.
• Dispel common misconceptions concerning public adoption, i.e. cost, statistics, etc.
• Increase public awareness of and support for the CBC Agency.
• Increase traffic to the agency website.
• Create a call to action for the community.

Strategy

After researching and developing the ideal demographic of potential adoptive parents, we found that the most likely people to adopt had the following characteristics:

• Woman age thirty to sixty
• Annual income of more than $30,000
• Involved in civic or religious activities
• Subscribe to parenting magazines

Using our databases, Premier identified 22,900 people who fit these demographic criteria.

We gathered state wide statistics on the children in the public foster/adoption care programs and met with an agency employee to identify common misconceptions about public adoption.

Once all supporting data and information had been collected, Premier designed a full color, double-sided adoption mailer. The mailer offered three marketing pieces for the price and execution of one:

1. The front mailer side
2. The back mailer side
3. A magnet.

We printed all physical addresses onto the mailers, banded, organized and prepped them for delivery.

All mailers were shipped via special discounted rates at the USPS.

Results

• Premier accessed discounted non-profit rates that were extended to Partnership for Strong Families. This amounted to a savings of over $5,900 in postage alone.
• Typically, mail outs are sent out to the entire population (or “flood”) within a zip code. Premier cut the total population of 301,228 down to the target audience of 22,900. At $1.50/mailer, we were able to save our Agency over $417,000.
• Premier created a targeted direct mailer that carries a high impact with a low cost per impression. Each mailer cost $1.50 including postage, printing, design, research and consultation.