A competitive review revealed that the bank’s messaging echoed that of many other regional banks, focusing on giving back to the community. While this may resonate with some, it does little to counter the perception that community banks aren’t as technologically sophisticated as national banks. On this front, Kennebunk Savings had an advantage: a major technology upgrade currently underway.

We knew more technology would be a key part of their new messaging, but we also dug deep into the bank’s unique ethos—its firm belief in doing the right thing and helping one another. All of this informed our strategic messaging—Kennebunk Savings is the community bank that offers more by helping more—which we translated into the bank’s new tagline and creative platform: Helping happens here.

To showcase the many ways that Kennebunk Savings does more to help, we created a new brand campaign that features customer stories. We also developed a new look and feel for the bank, pulling elements from its established logo and adding warmer colors to its palette, while infusing the brand’s tone with more personality and friendliness. We extended these new brand elements across a range of media, from digital banner ads and in-branch signage to Zamboni wraps and radio spots.

The internal team was excited by a campaign that reflects what’s truly unique and special about their organization. By offering more customer service, more community reinvestment, and now more technology, Kennebunk Savings is the bank where helping happens, for every single customer, every single day.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

Ten Feet Tall worked with the Veracross team to determine the best way forward, developing an endorser brand strategy across all brands globally. This included a new brand identity system for Veracross and its sub-brands, modernizing the family of logos and ensuring they fit together while allowing for flexibility in the future as Veracross expands. At the product level, we helped establish the “Veracross 360” platform with each sub-brand labeled “A Veracross solution.” 

The new strategy allows the company to grow globally as one brand, while retaining the unique equity that each organization had accrued over time. Internally, the unified strategy and updated brand look and feel inspired brand pride for Veracross, harnessing the pride felt by each sub-brand and channeling it into something new: one powerhouse for education technology. 

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

The channel mix in this campaign was designed to dent the brand’s awareness challenge while driving prospects to engage with the website.

Specific awareness channels included Linear TV, CTV/OLV, YouTube, Linear Radio, Digital Audio, OOH, DOOH, Contextual, and Behavioral Programmatic.

The consideration tactics included Paid Social, Paid Search, and Display Retargeting.

Challenges our campaign had to overcome

Our client’s goal was to drive acquisition in three key markets—one was new territory for the brand, while the other two had received minimal marketing support. Adding to this challenge was a marketing budget that was 15% less than the previous year. This required a more tailored, strategic, and efficient approach to achieve the results they wanted.

Identifying our prospective opportunities

Since we were operating in markets with little or no awareness of our client’s brand, before developing our plan, we researched consumer opportunities. We assessed usage and penetration data alongside third-party information like census data and target-audience media behavior to identify effective ways to reach and engage potential customers.

Using MRI-Simmons data, we identified high usage rates of traditional media like TV, radio, and outdoor media, as well as social media, YouTube, and the internet. Our target audience also indexed high for interacting with digital advertising within venues like drugstores, convenience stores, and grocery stores.

Developing a comprehensive full-funnel campaign approach

We implemented a comprehensive strategy that utilized both offline and online channels. Some channels were focused on building brand awareness, while others targeted engagement and direct-response metrics. And we combined traditional media with digital platforms to reach and engage our target audience.

How we measured success

Our approach to assessing the campaign’s performance was also comprehensive, including deterministic and probabilistic evaluations. This strategy combined direct-channel measurements with a media mix model to analyze how each channel contributed to the final results.

The results

192% Growth in website sessions

During the campaign, website traffic from the test markets showed a 192.5% lift compared to the prior year. This growth represented a more than 4X increase in year-over-year website visits compared to the control markets, which saw a 32.9% increase in site traffic from the prior year.

14% Awareness increase

As a broad awareness-centric measure, we tracked the total number of times our client’s branded terms were searched by consumers online during the campaign. This measure is a good proxy for interest and awareness. Our campaign saw a 14% increase in branded search compared to the prior year.

137% Improvement in average conversion rate

While all application activities happened on a third-party website and could not be tracked by our campaign analytics, we did track the percentage of campaign visitors who clicked off-site to start their applications. Using these “intent conversions,” we saw 23.5% of all campaign visits take this intent conversion action. This conversion rate represented a 137.4% improvement over the prior year’s campaign.

Both creative and tactics drive performance

While marketers may debate the importance of creative versus tactics, in our testing, we found that both were critical to delivering a strong performance. We found the endorsement value of a co-branded ad drove a significantly higher click-through rate (CTR). At the same time, using the right tactics and ad objectives also resulted in higher CTR and overall conversion rates.

Strong correlation between channel investment and conversions

To fully understand the impact of the campaign’s full funnel approach, we conducted a media mix analysis across all media channels and their relationship to the results. Across our digital and traditional channels, we saw a strong correlation with an R-squared score of over .78, translating to a strong correlation between the media spend in these channels and the resulting conversions.

The takeaway

While every campaign has its challenges and opportunities, one thing that set this one apart was smart testing, focused on exploring major concepts and ideas rather than minor changes. Including tactics, targeting, and ad objectives in our testing also helped us deliver the best results possible.

Pro tip: When you focus on the outcomes your campaign hopes to deliver, you’re more likely to identify opportunities and make adjustments mid-campaign, leading to a greater likelihood of success.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

Harvard FCU’s primary goal was to raise awareness and, ultimately, attract new members. We started by researching the addressable market within two miles of one of the branches, drilling down into the population based on several factors, from occupation to housing status. We also looked at where we could leverage brand affinity to introduce Harvard FCU to prospective members who may not have known about the credit union’s transformation. 

After determining our target audiences, we identified cost-effective strategies to reach them while engaged in their daily activities, and implemented a comprehensive, full-funnel approach. This included print and digital out-of-home advertising, paid social media campaigns, hyper-targeted geo-framed programmatic advertising, and a small test on LinkedIn. And we used paid search and site retargeting to connect with prospective members when they were ready to engage.

In the months following the launch, Harvard FCU experienced a 39% increase in average monthly visits to its website and a 34% increase in engagement with application and membership features on the site. To find out which combination of media channels was most effective, we conducted a media mix analysis, providing insights that will help inform the credit union’s future campaigns.

39%

INCREASE IN AVG. MONTHLY WEBSITE VISITS

34%

INCREASE IN APPLICATION ENGAGEMENT

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

As food halls proliferate, the concept alone is no longer enough to stand out in the market. We needed to articulate the unique value that CanalSide brings to the area. The food hall features many of Cambridge’s most beloved local eateries, which offer global foods and traditions. At CanalSide, we determined, eating local means eating global. We used this strategy to develop a creative platform: Go local. Eat global.

We used this platform to develop a fun, clever OOH campaign that showcases a world of elevated food options. The campaign was so well received that we were asked to extend the theme to the shopping experience—creating a campaign that showcases the new CambridgeSide, where you can shop the world, all right here.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

What makes WellSense unique is that it’s so much more than a health plan. With a strong presence in the communities it serves, WellSense connects members to the resources they need beyond just healthcare providers. So we developed strategic messaging that highlights the health plan’s commitment to whole health. Using the sun graphic in the WellSense logo as the basis for our creative platform, we paired it with the tagline, “We revolve around you,” and developed a campaign that features members in their communities, supported by WellSense.

To better impact results, we utilized a media-mix modeling approach to understand the interaction between offline and online channels. The campaign, which included digital media, out-of-home, and multiple TV spots, not only raised awareness of the brand, but also developed a powerful enrollment platform, increasing website traffic by 28% and organic search impressions by 156% and lifting brand awareness by 2% in New Hampshire and 14% in Massachusetts.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

Identify the market, develop the message, and drive the result

Although Edenred had a comprehensive understanding of where to find its best customers in Europe, the US market was uncharted territory. The team needed help identifying key test markets to connect with their ideal target audience. They also needed to effectively reach and engage this audience in a way that would convince them to explore the Edenred Essentials solution.

We started our market research by classifying US metro areas based on their score across key factors: various industry data, product usage statistics, and demographic information. We then developed a comprehensive scoring system to pinpoint the US regions with the greatest potential for the Edenred Essentials launch.

Next, we developed a go-to-market plan that included taking an ABM approach and testing the impacts of multiple digital-media and direct-mail tactics across different markets. Some markets received both digital and direct mail, and some only received direct mail or digital media. Some markets were left untreated and received basic levels of paid search for users actively seeking a fleet fuel solution.

Read more about the market research

The results

Testing new messages for a new audience

Because the brand was new to the US market, we tested multiple key messaging variations to identify which ones were more likely to engage the target audience. These messages included attributes, key benefits, and control features. While differences were small, the messaging that focused on key benefits like multi-language support, security, and control delivered the highest click-through rates.

Multi-channel markets outperform all others

During the campaign, we tested different channel mixes across various metro areas to assess media impact. In Atlanta, Houston, and San Diego, we used both direct mail and digital channels: programmatic ads, email newsletters, paid social media, and paid search. This multi-channel approach yielded the highest application start and completion rates.

For Chicago, Dallas, and Los Angeles, we relied only on direct mail, which resulted in strong interest in Edenred Essentials, but lower overall engagement. In Kansas City, Seattle, and Washington, DC, we used digital-only strategies, achieving high application start rates but lower completion rates compared to the multi-channel markets. And in the control markets—Denver, Indianapolis, Richmond, Salt Lake City, and St. Louis—used only minimal paid search efforts, resulting in the lowest application start rates among all tested markets.

Finding the test test markets for a go-to-market effort

432% increase in monthly application starts

From the start of the campaign in August until the end of the year in December, the campaign saw a 432% increase in application starts, with the cost per application starts dropping by more than 75% from the first month of the campaign. During this time frame, the website also saw a 2.6x increase in monthly sessions. This month-over-month performance improvement was by far the greatest achievement of the entire campaign.

The takeaway

While effective campaigns typically build on insights from previous efforts to achieve better outcomes, in this instance, we were able to start from scratch and leverage all available audience insights and testing to deliver impressive results for Edenred.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

We began with message strategy that resulted in the positioning line, “Context matters.” This works on multiple levels, as Akoya’s solutions and brand of science—spatial phenotyping—give context to how cells interact across an entire tissue sample. And this context can help scientists and clinicians better predict disease progression and response to therapy.

We brought “Context matters” to life through a creative concept and digital advertising. We then developed thought leadership content to further explain spatial phenotyping and how it can advance scientific and clinical knowledge. Our strategy worked, increasing organic brand searches and web visits and generating hundreds of qualified leads—proving that in both bioscience and marketing, a little bit of context can go a long way.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

We partnered with Webster Five to reposition the bank with a bold declaration: We’re Different. We’re Better. Believe It. It began as an internal rallying cry and became an ongoing mission to demonstrate just how different and better Webster Five is at every customer touch point. Twenty-plus years later, their employees and customers still believe it. To support our position, we created a brand that was less typical and more approachable. We helped Webster Five engage its customers through fun, unexpected events and modern environmental graphics. A new branch was opened with a fresh new look, and within two months, Webster Five generated $18 million in new accounts.

But we didn’t stop there. Webster Five rolled out a host of new products and online tools, which coincided with a new logo, website, collateral, and advertising campaign. The work was as contemporary and inviting as the new products. And after just six months, Webster Five reported 180 new relationship checking accounts and 400 new business accounts.

180

New Relationships

400

New business accounts

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

We recommended Quest Advanced as the new name for the sub-brand to keep it tied to the corporate brand, yet give it its own identity. Our strategic platform differentiated Quest as making advanced lab services and solutions more clinically accessible, actionable, and economical. Creatively, we took the corporate brand’s dot pattern to the next level, transforming it into a large “sphere of knowledge” that represents the many ways Quest Advanced bridges gaps and connects the diagnostic dots for more people.

To help the Quest team introduce the sub-brand internally, we created guidelines and training modules, allowing them to increase awareness of the breadth and depth of Quest’s advanced offerings externally.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter  This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.”  If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

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