Campaigns
Time is Money
Print – National
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Click image to expand.
Campaign | GEICO Insurance
"Time is Money" was a national print campaign that I strategized and developed for GEICO. Until this campaign, one single, general ad was developed then resized for each of the magazine placements.
However, after talking to the media buyers and seeing what magazines would contain the ads, I noticed that each of the magazines were special-interest. Rather than having a generic ad to fill the space, I strategized the "Time is Money" campaign that consisted of 11 different ads that were designed to align with the magazine category and, in turn, connect with the consumers who were reading the magazine - building that relationship with them, and increase the likelihood of them getting a quote.
"Sofa" was placed in upscale home decor magazines The headline and body copy spoke to the issues and talking points that would resonate with the audience. I acknowledged that doing what they loved took time, but that saving money on car insurance wouldn't.
Through research done in partnership with the publisher, results showed this was consistently one of the highest-liked and remembered ads by readers. Proof came two weeks after the ad first ran - we got three calls from readers asking where they could buy the sofa.
“Wine” was placed in upscale epicurean-esque food and wine magazines. The headline and body copy spoke to the issues and talking points that would resonate with the audience. I acknowledged that doing what they loved took time, but that saving money on car insurance wouldn’t.
Through research done in partnership with the publisher, results showed this was consistently one of the highest-liked and remembered ads by readers.
NY Metro Campaign
Outdoor, Digital, Paid Social, Organic Social – Regional
Campaign | Window Nation
When Window Nation decided to enter the New York City market, the initial plan was to have a single-message strategy that would speak to everyone from Poughkeepsie, through NYC, northern New Jersey, and all of Long Island.
After researching the demographics of each, as well as the variation in home age and construction through each area, I determined that we should be developing messaging for at least four separate markets - not just one. For example, customers in the Hudson Valley have much different needs than those in the NYC suburbs, the newer homes in northern New Jersey, and the Hamptons.
Additionally, media opportunities in the NYC area are prohibitively expensive, so I wanted to help the media buyers get our ad spend as targeted as possible. By splitting the region into smaller markets, we were able to realize savings on local radio, and create efficiencies in ad spend and bidding by precisely targeting paid social, direct mail, and Google ads down to the zip code.
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Click images to expand.
Once I identified the four different markets, I researched to find common interests among customers in those areas. I wanted something everyone there would instantly recognize, weren't divisive, and weren't negative.
Long Island is known for its 26 lighthouses. NYC is known for its culture. Downstate New York is full of suburbs, mountains and nature. And New Jersey is synonymous with diners. Additionally, I knew that there was a friendly rivalry between New Yorkers and New Jersey residents, so I fought hard to call the region, "North Jersey," in order to unite customers there and connect with their regional pride.
Collaborating with a designer, we developed collateral for print, paid social, organic social, Google ads, native ads, landing pages, retargeting, e-mail, and direct mail.
The result of all of this was one of the most successful market launches for the company in three years, and it continues to perform up to 15% above goals for leads and brand awareness metrics.