Media Buying. Strategic Branding.
ROI. Results.
Let’s Uncomplicate Money
My partnership with Salem Five Bank began in 2008 when I knocked on their door to join in the fight against hunger and support the Greater Boston Food Bank. The bank said yes and we began to “Uncomplicate Money” through sponsorships of major radio station events, broadcast commercials, digital assets, onsite “random acts of kindness” D&D gift cards, MusicMatters annual concert events supporting music in schools.
NECU & OCFCU Merger
In 2016, the $1 billion NECU merger would result in an expanded membership, combining 112,000 members with Ocean Communities’ 12,000. OCFCU with $167 million in assets, looked to increase the potential value to their membership by providing, “a broader array of financial products, services, and technology”.
This Brand Campaign was called “Love Your Community”. We played towards a very community-heavy message that highlighted selfless acts of NECU and community members throughout the 12 counties. I deployed marketing assets (commercials, digital, sponsorships, promotions) and executed the campaign in all 12 counties achieving ROI and branding. Results: the combined resources of the two institutions and the driving force of strategic branding, positioned them to focus on innovations that enhanced the overall member experience.
Talk News
Allworth Financial’s Money Matters, a weekly, call-in talk radio program, is one of the longest-running financial talk radio shows in the country. In their over 20 years on the air, Scott Hanson and Pat McClain have answered questions from thousands of callers on a variety of financial topics. For 2 years I helped build brand awareness through strategic marketing channels and on-air financial-based segments.
The Power of Integrated Wealth Management
Edelman Financial Engines offers investing and financial planning services, wealth management, retirement planning, and more. Using market analysis and cost/benefit analysis, a strategic marketing plan was built, with measurements in place to ensure success. We secured 97 radio contracts valued between $14.5m - $20m in annual spend/year (coast-to-coast), standardizing the radio buying system with Nielsen reach and frequency, responding to RFPs (Request for Proposal) with tactical strategies that enabled cluster buying paired with cost-savings benefits. The calculated execution of new station/market testing allowed for new lead-generating opportunities. To continue to measure the success beyond the media buying, the following tracking tactics were implemented:
Weekly Reporting (SLAs)
Quarterly Recap/Review (KPIs)
Lead Generation
Nielsen Reporting: partner against competition performance analysis
3-year station trender report, HBH 3-year trender report and duplication audience tracking
More Success Stories
Hospitality
Branding one upscale, sophisticated venue at a time with elevated marketing.
Fuel Distribution
Keeping homes and hearts warm through integrated promotions and live music.
Home Improvement
Mixing strategic radio and event promotions to increase brand awareness.
Consumer Products
Keeping it cool with Bic. On-air, online and onsite.
Grocery
Generating buzz and customer turnout with grand opening promotions.
Automotive
Full-service promotion with radio, digital and charity-focused initiatives.
Education
Blending radio, digital, and events to reach prospective students.
Healthcare | Research
Finding subjects for clinical studies through on-air and online recruitment strategies.
Home Design
Achieving success with targeted campaigns.
Paying it Forward.
In addition to servicing large clients, Forward ThinKer Marketing supports the following charities:
Think Pink (Cancer Awareness)
Go Red (Heart Disease Awareness)
FIT (Families in Transition)
Meals on Wheels
Brain Tumor Foundation
Boston Food Bank
Star Island Isle of Shoals
FCA (Fellowship of Christian Athletes)
Emma’s House
Bethany Church