The account team’s strategy was to develop methodology that recommended the “proper” number of outdoor placements needed in each local Advocate Health Care hospital market by zip code.
The team pulled all bulletin inventory in each hospital’s area and plotted the inventory on a map to show the vendor company’s ability to reach the targeted zip codes. TAB OOH Ratings allowed the team to rank the inventory within the target zip codes from highest to lowest in reaching the target demographic. This enabled the team to select boards based on the demographic criteria the agency set, demonstrating the power of surface street inventory for the client. The account team did this separately for all 8 hospitals, creating a very specific proposal including marquee units in high traffic areas that went beyond the agency expectations.
The agency RFP also specified the plan should determine the “proper allotment” of inventory relative to each hospital service area “to maintain a continuous low level branding presence.” As each of their service areas are “custom geographies” based on zip codes, which is not relative to OOH Ratings, the account team analyzed their inventory to ensure fulfilling this part of the request. To do so, the team looked at each board’s efficiency from the full DMA population using Telmar Planning Software. Then, based on the custom geography of the client, the team determined the population, took the ratings data, and ran it against the zip code boundary population to come up with a weekly GRP number, creating a custom showing for each hospital equivalent to about 25% of the total population in Advocate’s target areas and close to 70% of Advocate’s target demo.