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Integrated Brand Response Jenny Craig Case Study

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Title: Integrated Brand Response Jenny Craig Case Study


1
Integrated Brand Response Jenny 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 Marketing Strategy /
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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