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Jenny Craig is a diet center with over 400 corporate an

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Jenny Craig is a diet center with over 400 corporate and franchise locations in ... Desire to make Jenny Craig more contemporary, while simultaneously driving ... – PowerPoint PPT presentation

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Title: Jenny Craig is a diet center with over 400 corporate an


1
Integrated Brand ResponseJenny Craig Case Study
  • iMedia Brand Summit Presentation

2
Fusion Process
  • Process, not channel driven
  • Merging of 2 diametrically opposed disciplines
    brand and direct response
  • Accountable media
  • Test and learn strategy

3
  • Jenny Craig A Pioneer in Blending Brand and
    Direct Response

4
Jenny Craig
  • Jenny Craig is a diet center with over 400
    corporate and franchise locations in the U.S.
  • Customized weight loss options are available
  • Diet Center competition is fierce, with
    competitive budgets increasing, while Jenny
    Craigs remains flat, resulting in a decline in
    share of voice
  • Jenny Craig felt the effect of Atkins


5
Campaign Overview
  • Kirstie Allie campaign launched January 2005
  • Desire to make Jenny Craig more contemporary,
    while simultaneously driving incremental lead
    volume
  • Campaign employs a blended strategy of fixed
    branding and traditional direct response
  • Must drive brand preference, image enhancement
    AND efficient phone volume

6
Kirstie Alley Campaign
  • Creative Examples

7
Objectives
  • Increase revenue vs. year-ago
  • Increase centre leads, sales, return-to-actives
  • Optimize cost/call for balance of volume and
    efficiency
  • Reduce overall cost per sale
  • Continue to grow Jenny Direct and Jenny.com
    registrations
  • Improve brand perceptions - get people to
    consider the brand in a whole new light this is
    a whole new Jenny Craig

8
Challenge
  • Identify media types and vehicles that are
    providing the most efficient response
  • Whats the optimal mix of Spot TV, Spot DR, Cable
    TV and Cable DR and Online?
  • Which Cable networks and Spot TV stations drive
    the most efficient volume?
  • Increase ROI
  • Reduce the average cost per lead
  • Increase total lead volume
  • Increase revenue by 10
  • Increase new member deposits

9
MMA
  • Marketing Effectiveness Realized
  • Forecasting
  • Marketing mix analysis
  • Optimization
  • Portfolio management
  • What-if planning simulation

10
Strategy Finding the Mix to Drive Sales
  • MMA ROI analysis
  • Revealed several tactical changes to the media
    mix investment strategy that could be employed to
    improve performance metrics
  • Media mix must be adjusted to optimize volume and
    efficiency, given flat budget and shrinking share
    of voice
  • All strategic media tactics need to focus around
    increasing lead volume, at an efficient cost per
    new lead

11
Solution MMAs Optimization
  • Acted on MMA optimization recommendation
  • Reduced Spot TV spend in top markets
  • Using Core Direct, evaluated lead metrics, even
    on fixed
  • Reduced Spot DR spend in top markets
  • Invested Spot DR only on historically good
    performers
  • Reinvested inefficient spot onto National Cable
    DRTV
  • Tested, evaluated and optimized existing and new
    networks on a weekly basis
  • Strategically selected and invested on cable
    networks based on fixed or DR strengths and CPL
    efficiencies
  • Recommended reduced spend on radio

12
MMA Provided Overall Direction, but
  • Half of my advertising is not working which
    half?
  • Optimize my offline like my online
  • Desire to drill down to the individual cable
    network
  • Core Direct Solution

13
Direct Response TV Tracking Overview
14
Vanity Number and URL Tracking Unmatched
Superiority
  • Advantages of vanity numbers and URLs
  • Increased drag
  • Less expensive during production
  • Consumer friendly
  • Disadvantages of vanity numbers and URLs
  • Difficult to track in a tie situation where two
    or more stations/networks run spots
    simultaneously
  • Most tracking systems significantly miss the
    mark in sophistication
  • Computers dont use existing database, which
    contains historical information to determine the
    media that delivered the call spikes, during a
    tie
  • Impossible to accurately track newspaper, network
    radio

15
Vanity Number and URL Tracking Carats
Proprietary Solution!
  • In tie situations, Carats tracking system delves
    back into the database for average spikes
    created when a spot runs in a clean environment
  • Applies historical insight to clarify ties
  • If no prior data exists, Carats system adopts an
    exponential falloff approach
  • Assigns calls to spots airing within proximity to
    each other
  • The closer the call to the spot, the greater the
    likelihood the call will be allocated to that
    spot
  • Carats proprietary system leads the industry,
    taking the guesswork out of vanity number and web
    address tracking

16
One Slide with Results by Cable Network
17
FY05 Search Engine MarketingStrategy /
Performance
  • FY05 Search Strategy / Performance

18
What we did in FY05
  • Campaign Expansion
  • Strategic Dayparting
  • Google campaigns
  • Daypart bidding (Yahoo Search Marketing)
  • Utilize Emerging Technologies
  • Contextual Search
  • Local Search
  • Leverage Niche Areas
  • Engines
  • Keywords / Themes
  • Cross Channel Integration

19
Strategic Dayparting
  • Google Campaign Setup
  • Performance Based Analysis of Inventory
  • Tiered Exposure Control
  • Daypart Bidding
  • Scaled Bidding Strategy based on Daily Conversion
    Analysis

20
Utilize Emerging Technologies
  • Contextual Search
  • A Media/Search Hybrid, with CPC pricing
  • Far more exposure than just search
  • Only pay when a user clicks
  • Ads appear next to relevant articles content on
    web sites such as About.com

21
Contextual Advertising Example
22
Leveraging Niche Areas Engines Phrases
  • Incremental traffic lead Growth
  • Enhance Interactive
  • Failed to meet performance requirements
  • Ask Jeeves
  • Success / Supplement
  • Keyword portfolio expansion
  • eTools menu planner, weight tracker, bmi
    calculator
  • Life Events post pregnancy, reunion, marriage
  • Healthy Eating/Recipes low fat, low calorie,
    diet recipes
  • Centres (FY06) weight loss center, diet center,
    weight support center

23
Cross Channel Integration
  • Support Celebrity Spokesperson
  • Capture overflow from other channels

24
What were the results from the strategy?
  • Optimization Expansion efforts help to grow
    traffic in Fiscal 05.
  • Cost to attain traffic increasing
  • Substantial lead increases resulted in Fiscal05,
    at a favorable cost per lead.

25
Results
  • National
  • QTD cost per lead down 35
  • QTD leads up 22
  • Sales up 44
  • Top Markets
  • Despite lower local spend levels, Super Tier
    Markets leads up 25 and cost/lead down 33
  • Sales up 44

26
Key Learning
  • Media Mix modeling provides critical insight that
    drives additional media optimization
  • Blended strategy provides the greatest success

Balancing the strengths of fixed and DR, with
national and local tactics, drive maximum media
ROI
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