Buckeye Broadband Uses New Tactics To Win New Business For Clients

THE CHALLENGE

For 50+ years, Buckeye Broadband has been a leader in Cable, Internet, and Phone products and services in the Midwest. They use Claritas solutions to show advertisers where Buckeye’s subscriber base overlaps with their best customer prospects for ad targeting. Recently, a physical therapy center advertiser challenged them with creating a media plan that expands their reach to younger athletes.

HOW WE DID IT

At the time, Buckeye Broadband’s physical therapy center advertiser served a more mature clientele. Buckeye’s research team leveraged Claritas PRIZM® Premier segmentation and Claritas Consumer Profiles via our Claritas 360 platform to better understand the demographics and behaviors of the new potential clients living within specific geographies. By searching our sports profile database, Buckeye identified target segments to reach. Then, they combined that data with the 1st party data they collect via subscriber cable boxes. From there, they devised an ad plan. The plan was built around a customized sports and news schedule for the physical therapy center. This also took into account the client’s previous commercial schedule from another advertiser. They had nearly half of their 250+ spots running outside of the target audiences’ prime viewing hours – not ideal!

Buckeye’s production team worked with the client to create a commercial spot staring a young athlete with a memorable hairstyle – a mullet. They also increased the number of commercials that ran on the right networks, at the right time of day, for the same investment they previously spent with another advertiser. Not only did the campaign go viral, but it met the physical therapy center’s original goal of reaching a new target audience of younger athletes.

Want to know more about how Buckeye Broadband helps their clients achieve advertising success? Listen to our podcast episode with Research and Promotions Specialist, Jamie Blazevich.