Media buying & trafficking

McDougall Energy

[research project recap]

Services

Brand conversion & entry into Kingston market

Approach

Using our research as a guide, dig completed a full marketing plan for entry into the Kingston market, including the technical conversion of a newly acquired regional provider. The marketing plan took two approaches: a brand awareness approach, and a needs-based targeted product approach. Selected channels included digital display, digital search, radio, print, and direct mail. 

Because this was an acquisition campaign with a brand takeover and conversion, we were required to break pre-existing relationships and negotiate on already settled rates. dig was able to negotiate significant YoY savings over what the acquired brand had previously been getting.

The campaign consisted of three sub-campaigns: a brand awareness campaign, a home heating campaign, and a business fuel supply campaign. 

To support the print and direct mail campaigns as well as subsequent sales activity, dig compiled maps and spreadsheets for each target business industry segment which contained the names, addresses, phone numbers, and reported size of businesses in Kingston and the surrounding area. 

Results

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