Capabilities
- Media Planning
Summary
Pennsylvania Power and Light (PPL) wanted to increase the brand’s cost saving program awareness. To do so, we created a media campaign to achieve maximum reach and strong frequency, with an emphasis on added-value, bonus media impressions, and customized packages. Our target audience consisted of residents in the eastern half of Pennsylvania (Harrisburg/Lancaster/Lebanon/York DMA, Wilkes-Barre/Scranton DMA, and Lehigh Valley/Allentown DMA) and were:
- Primary: Adults 18-49, with several subsets:
- Adults 18-49, homeowners, low HHI
- Adults 18-49, renters, low HHI
- Adults 18-34, with “new media” habits
- Spanish speaking 18+
- Secondary: Adults 50+, low HHI/net worth
Objective
Our media strategy was faced with three challenges:
- Some campaign media elements were handled in-house or by a different communications firm, including social media and paid search ads. This required us to coordinate content across multiple parties.
- Very specific geographic service areas were identified, requiring us to maximize efficiency in our media buying while providing appropriate geographic coverage.
- Working with another communications firm added another layer of communication. We had to be vigilant to the possibility of complicating the understanding of the client and their customers, reporting of KPIs/ROI etc. This also could hamper our ability to resolve problems quickly.
Initially, traditional media was requested. In time, using marketing trends data and research, we had evidence to support our recommendation to allocate a portion of the media budget away from traditional television and radio.
72,662,576
impressions
103,996,424
impressions
averaged
10%
annually
Conclusion
Dollars were redirected to on-demand, streaming video, and audio platforms to reach the growing audiences using these media channels. This altered the division of the budget to 70% for traditional media while allocating 30% to streaming digital media.
Tactics
- English
- Spanish
- Email blasts (first-, second- and third-party data lists)
- Geofencing – banners and high-impact – select neighborhoods, essential stores (grocery, pharmacies)
- Local media e-newsletter banners
- Local media site display banners (standard ROS and high impact)
- Programmatic, targeted digital display banners
- Digital posters and bulletins
- Static posters and bulletins
- 15- and 30-second commercial spot schedules
- Programming sponsorships with promotional schedules
- Spanish-language stations
- Broadcast news, first run and special programming
- Cable spot schedules and sponsorship tags
- iHeart Radio
- Pandora
- Spotify
- Stitcher
- TuneIn
- Hulu
- OTT/CTV
- Twitch