Case Study: Insurance – Cross-Media Placement Strategies

Maximizing exposure and local presence to increase ROI for Nationwide Insurance in Print and Internet Yellow Pages

Strategy

Results

Positioning

Following research performed on effective advertising strategies, Wahlstrom placed print group display ads and purchased additional enhancements for Internet Yellow Page advertising to increase positioning.

IYP: Increased positioning to 6th amongst national competitors by moving ahead of 5 major online players.

PYP: Achieved top 5 positioning in 90% of directories via increased ad size.

Localization

Implement agent-focused strategies on both media to drive leads at the local level

IYP: Increased online YOY click activity and leads by over 350% despite an increase in competition in the space.

PYP: Successfully launched group display ads for agents while significantly reducing the overall cost per agent.

Negotiation

Sought bundling opportunities and ad measurement from publishers to prove worth of advertising.

Reduced overall cost by over 15% while placing 100 local call tracking numbers online to derive estimated ROI.