Media Planning Case Study
The Challenge:
Throughout their 60+ years of existence, GSC has continued to grow their attendance to impressive levels. But as with any successful enterprise, it’s imperative to never rest on your laurels: there is always room to grow and share the wonders that GSC offers. Their team came to us to help devise a way to continue building their visitor numbers with both new visitors and previous guests. There is always more to see and experience at GSC, and our task was to demonstrate those offerings all while making the most of their budget. Maximizing their reach within their media budget was, and continues to be, a top priority.
The Strategy:
First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.
The Strategy:
First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.
439,600
2,211,627
7,015,466
3,789,081
25,081,703
388,537,537
Case Studies
