EDIBLE ARRANGEMENTS

Target Audience: Entire Southwest Valley/Corporate accounts

Business Goals: Provide the best products and services in the gift industry; grow their business in the Southwest Valley

Solution: To reach their target audience, Edible Arrangements began a program in October 2007 in the Southwest Valley Republic, running weekly color ads to build frequency. Michael Pelliccia, the owner of Edible Arrangements, is pleased with the number of arrangements they have sold due to their advertisements. Mike was ranked #2 in the state in February of 2008 and #1 in the state for Mother's Day week and attributes a lot of that business to his ads in the Southwest Valley Republic.

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BEDMART

Target Audience: Hispanics 25-54 living in Single Family Houses

Business Goals: Become a household name and grow market share with Hispanics

Solution: A comprehensive marketing package was created to include a combination of advertisements in La Voz, TV y Mas, and Clasificados, to include full page and classified ads.

Results: BedMart began with La Voz over a year ago. Initially the campaign was based around them placing their English ad, full Page full Color, translated into Spanish for La Voz. Results were tracked and informal surveys showed that readers were not responding to their ads. The La Voz production team re-tooled their ads and by converting their full page ads into multiple smaller ads in all publications the response was tripled.

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WICKED WITCH BAKERY

Target Audience: Soccer moms

Business Goals: Increase store traffic and drive traffic to their Web site (www.wickedbakery.com)

Solution: Their initial goal was to secure votes for their azcentral.com's best 2nd Annual Readers' Choice nomination. A print and online solution was provided, including rotating banner ads in the Best of section on azcentral.com and weekly black & white print ads in the Northeast Phoenix Republic. The print ad included a coupon for 20% off your first purchase.

Results: After seeing increased store and Web site traffic from their first campaign and winning Best Bakery in the Valley by readers of The Arizona Republic and users of azcentral.com, Wicked Witch Bakery continued the program and added color print ads in The Phoenix Republic distributed in Central and North Phoenix. They received a total of 1,805 votes and won the category by almost 30 %. Wicked Witch has had approximately 10 coupon redemptions per week from the ad.

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VALLEY METRO

Target Audience: There were two audiences identified; Residents of Wickenberg and seniors that live within a 2 mile radius from beginning or end of Valley Metro Route 660. This route runs along the US 60 between Glendale and Wickenburg with stops at the Municipal Complex and Vulture Mine in Wickenburg, and between the Arrowhead Town Center and Municipal Complex in Surprise.

Business Goals: Acquire customer information and obtain feedback from these 2 target audiences regarding their use of Route 660.

Solution: Valley Metro worked with Republic Direct to develop a direct mail program targeted specifically towards these two audiences. A total of 10,000 self mailers were sent out that included a business reply card; questions focused on whether the individual used this particular route and for what activities; and if so, what their level of satisfaction was.

Results: A total of 160 surveys were obtained, for a response rate of 1.6%. This response was considered a success, as earlier efforts to obtain feedback resulted in approximately 15-20 returns.

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COOKSON DOOR SALES OF ARIZONA

Target Audience: New clients that live in the Southeast Valley

Business Goals: Increase Web site traffic, make Cookson Door Sales the focal point in people’s minds when looking for a garage door or operator for their home or business.

Solution: Cookson runs 25,000 impressions per month on scottsdale.azcentral.com and chandler.azcentral.com.

Results: Cookson has tracked their Web site traffic and so far they have had 932,664 total impressions and 847 clickthroughs (.09%) from the banners on azcentral.com. They have also added a drop down on their site to help determine where their leads are coming from.

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EARNHARDT LOAN APPROVAL CENTER

Target Audience: Auto buyers that fall within a specific FICO credit range.

Business Goals: Drive prospective buyers to Mr. Ed Credit Department and maintain ROI within a given percentage.

Solution: A direct mail campaign was created and mailed to prospects that meet the Specific FICO credit range that included a deadline driven personalized letter and envelope. Mailed approximately 30,000 pieces per week.

Results: In the year 2007, a total of 1,366,000 pieces were mailed. From those pieces, a total of 3,038 applied for auto loans. Of those customers who applied, 718 vehicles were sold. That is a 24% closing ratio, which was one of their best across all campaigns for the year.

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