Innovative Radio

Client:  Leukemia & Lymphoma Society #3

Campaign: Team In Training Recruitment

Challenge:  Introduce Team In Training to a new, untested, multi-cultural audience

TNT’s target market are women 25-49 who are college graduates, upper income and employed in management positions, teaching or nursing careers. In past campaigns, no station with a large upscale urban audience was able to generate leads against this target.

Innovative reached deep into its social marketing and interactive toolkits to put
together a rich media program with Quiet Storm KBLX, in San Francisco, that would
deliver qualified leads.

Solution:

• Utilized the powerful morning team anchored by long-time host Kevin Brown to deliver personalized endorsements promoting Team In Training and inviting listeners to attend an information meeting
• Personalities attended Team In Training information meetings
• A KBLX listener participated in a TNT event and was a regular guest on the morning show talking about her training and participation – she was also featured in several of the spots
• Added public service announcements explaining the cause and benefits
• Deployed both client-generated and custom display ads
• Utilized the power of the database to generate leads – created the first email ‘takeovers’
• Used client provided B-roll to create a pre-roll video complete with personality voice over
• Inserted all :60, :30, :15 & :10 second spots into the on-line stream of KBLX
• Created a Xspot VideoAd that ran in the above-the-fold flipper position – a first!
• Created the first streaming player ‘takeover’
• Changed out the custom overlays on the Xspots each week
• Created a page on www.kblx.com to further enhance the campaign and fundraise

Return On Objective:

• Campaign generated a great deal of interest in Team In Training among the Quiet Storm audience
• Ranked in the top two stations in generating leads in the Greater San Francisco Bay Area
• The display ad click-through rate for all sizes over the entire campaign was a phenomenal .47%.  Some ad sizes performed significantly higher.  (DoubleClick 2008 CTR for rich media for wellness industry = .13%)
• The video placed into the flipper saw a .36% view rate, and once viewed had a staggering 33.33% click-through rate.  This translates to an overall 1.14% engagement rate and 73 minutes of total viewing time on the video.
• The streaming media player skin takeover produced a huge volume of clicks and a 1.11% CTR
• The Kevin Brown info page on www.kblx.com received over a thousand views, and had a 5.61% CTR to the www.teamintraining.org site.
• The two opt-in newsletters had a 3.6% CTR of all KBLX listeners that opened and read the emails
• Campaign renewed