DELAWARE ENGINEERING
PPC Ad Campaign
Delaware Engineering was developing a commercial project along a well-traveled highway. We needed to reach people who traveled this road and see what they would like designed. A survey was to be taken by travelers to see what they wanted to be developed along their commute to/from work.
MY ROLE
Asset Creation
Ad Campaign Strategist
Data/Reporting Analyst
TEAM
Client P.O.C
Marketing Coordinator
CLIENT
Delaware Engineering
TIMELINE
2 Months
INITIAL CHALLENGES
When Delaware Engineering approached us, they wanted to reach people they had never directly engaged with before. We needed to show their ads to travelers who frequented the strip of the highway being developed. Furthermore, we had to gain the individual's trust enough to fill out the survey. The baseball hall of fame was just a town over so this posed the issue of tourist attractions possibly being developed, and locals were not fond of this idea. We needed to do our best to qualify the survey respondents as local commuters rather than tourists. It would show the local community that our focus was on them, not tourist attractions, thus gaining their insights into the developing area.
STRATEGY & IMPLEMENTATION
The strategy focused on geo-targeting the strip of the highway under construction; therefore, those who most frequently passed through our targetted area would be encouraged to contribute their thoughts. The travelers captured by our ads needed to know that the survey would have a lasting impact on their regularly traveled route, so why wouldn't you tell us what you want to see built along your commute and make life a little better?
DEVELOP ASSETS
Qualified Surveyees
The image/video is the first thing to make a user stop and engage. We first qualified an individual using verbiage in our assets the locals would relate to more than your average tourist.
A/B TESTING
Analyzing Engagement
When reviewing the engagements on our first round of assets, we found images of the local area garnered the most local engagements. Fewer tourists participated because they didn't relate to what was being showed.
OPTIMIZE
Re-Develop Popular Asset
Combining Images of community landmarks with wording formatted to relate to locals did what it was supposed to do. After implementing the new assets, numbers began rising for local surveyees.
COMMUNITY ENGAGEMENT
Building Trust
Actively replying to comments and catering explicitly to local concerns or questions built trust. Seeing our engagement with local community members encouraged new users to complete the survey!
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RESULTS
Thanks to our ability to qualify local travelers and build trust with the community, over 900 people responded to the survey with unique insights about what the local area is craving and what they didn't want to see built. Through our detailed targeting process, almost 95% of surveyees were from the local area, the rest were unknown or tourists.
If you would like to know how we were able to accomplish this qualifying targeting process.
Contact me, and let's talk about how you can do this for your business!