Work

Non-Profit

Challenge:

The Texas Department of State Health Services prides itself on being ranked as one of the top states in many categories within the country. The Immunizations department which generally gets more funding than other agencies has been falling short of this over the past several years.

Insight:

The most important Immunization shot is the 4th DTaP shot and is the shot that is most often missed. Helen Thompson Media was challenged with increasing awareness of the 4th DTaP Immunization over a 13 week period in 2011 and again in 2012.  HTM had a budget of $2.5 million each year to reach the state of Texas

Idea:

Using freshened creative from previous years, HTM married secondary research (Simmons & Scarborough) with primary research conducted by the state to determine several things:

  • Ethnic budget breakout, Key Markets – we can reach over 85% of Texas population, over 90% of the Texas Hispanic & African American population in 6 Texas markets
  • Pinpoint priority zip codes within these markets
  • Strategy & rationale on what media outlets to use in what markets. Ultimately TV, Radio, Outdoor, Direct Mail & magazines were utilized.

Impact:

Generated an overwhelming 8% increase in awareness over a 13 week period within in the 6 priority markets. In the post wave research completed by an outside vendor the DSHS utilizes, 73% of everyone interviewed recalled seeing the TV ad and what the message was about, 17% recalled seeing magazine ads and 15% recalled seeing the Outdoor. None of these numbers would be possible without the power of a strategic

Retail | Corner Stores

Challenge:

Increase the sales volume of their Cibolo Mountain Blend Coffee.

Insight:

Valero Cibolo Coffee brand has been an ever increasing part of the Valero retail store business. Valero went through a 2 year process rebranding all there retail locations to have the same feel and look at each retail center. One of the main focal point at each of the new stores was the coffee bar

Idea:

By utilizing primary research provided by Valero Energy Corporation, coupled with secondary Simmons Crosstab and Scarborough qualitative research, HTM, was able to determine the core and secondary target audiences of Valero Energy Corporation’s coffee consumer. To determine the effectiveness of advertising on the sales volume of the Cibolo Mountain Coffee brand, a media mix of Outdoor, Morning Drive Traffic Report Sponsorships on TV and Radio, along with signage at the store level was utilized in key markets over a 2-month period. Other markets had only pump topper signage and in-store signage.

Impact:

After the completion of the 2-month campaign was a 5% increase of Cibolo Mountain Blend Coffee sales from year-to-year in the key markets, while markets utilizing only store-level signage remained flat or decreased in volume.  The positive result of advertising in the key markets was beneficial for Valero Retail Marketing to request funding for their advertising budget at a substantial higher level.

Medical | Slimedica

Challenge:

Slimedica needed help developing a marketing strategy that focused on increasing lead generation, while decreasing the cost per lead and procedure.

Insight:

Slimedica offered a wide range services, it was determined that longer form advertising would be ideal for educating consumers, since traditional commercials would not allow for the delivery of such a large amount of information.

Idea:

Through the use of live interviews on the four-major lifestyle shows in San Antonio, Slimedica was able to provide detailed information about their products and services, in a focused, strategic manner which helped educate prospective customers.

Impact:

Lead volume increased to record levels, previously unproductive marketing dollars were reallocated which significantly improved the overall cost per lead and cost per surgery.

These unique approaches led to a lead volume that had never been seen before at the clinic. The level of efficiency we achieved also enabled us to increase Slimedicaís business as well as increase marketing efforts all while lowering the overall cost of marketing.

QSR | Bush’s Chicken

Challenge:

Bush’s Chicken wanted to increase the number of locations in the San Antonio DMA, one of the most competitive QSR markets in the country.

Insight:

The only marketing efforts Bush’s Chicken had done were minimal amounts of radio.  Additionally, social media marketing was becoming a necessity to marketing strategies in the QSR industry and Bush’s Chicken had no social media pages.

Idea:

Facebook, Instagram, and Twitter pages were all developed, and used to promote unique messages, specials, and events.  Local celebrities were utilized to help with brand promotion and the growth of their social media base, and the use of strategically placed billboards across town contributed to a growth in brand awareness and over all net revenue.

Impact:

Bush’s Chicken grew from 5 locations to 18 locations in the San Antonio market, and is now expanding to the Laredo, Eagle Pass and Phoenix markets.

Auto | Jordan Ford

Challenge:

After being the number one Ford dealer in San Antonio, Jordan Ford dropped to being the number four or five dealer, 4 years in a row.

Insight:

Although they were number 4 or 5 in the marketplace, Jordan Ford’s average cost to sell a vehicle was still well below their competition, due to a strong reputation and loyal customer base.  Through an internal marketing workshop and audit of technology, we found that the dealership was underutilizing available sales tools to be competitive in the market place.

Idea:

We created new messaging that centered around menu pricing while reinforcing the Jordan Ford brand, developed a new customer service program that focused on interaction with potential consumers, and aligned all marketing efforts with their newly implemented sales software.

Impact:

Jordan Ford saw a drastic increase in vehicle sales, and improvement in prospective customer service, which led them to reclaim the title of being the number one volume Ford dealer in San Antonio, all while keeping gross revenue high.

QSR | Jack in the Box

Challenge:

Jack in the Box came to Helen Thompson Media looking for a solution to get them into High schools in the RGV, San Antonio and Austin.

Insight:

At the time of this project, Jack in the Box was a dominant force from a mass media standpoint, but what they lacked was a more grass roots connection in these three markets specifically. Through research and plenty of on-site conversations we determined that a fantastic way to reach both students and parents was via on-site exposure at High School Football games.

Idea:

HTM helped develop a program affiliated local radio station groups, school districts in 3 different markets, that gave JIB onsite exposure at local High School Football games and pep rallies.

Impact:

These promotions drew a great local impact, and Jack in the Box continues to do some variation of the above in most markets year after year.

Contact

DALLAS

10210 N. Central Expressway Suite #125
Dallas, TX 78231
214-691-2158

SAN ANTONIO

8035 Broadway
San Antonio, TX 78209
210-822-2158