We uncovered a shift in how Carestream’s target was consuming trade information and moved spend from traditional to digital to match it—also giving us the opportunity to generate more leads by implementing new content programs. Traditional print still played an important role, but in a crowded space with 25+ publications, we realized that we had to dig deep into circulation data and third-party Kantar research to develop more intelligent targeting.
We also dramatically upped the efficiency of Carestream’s paid search campaign, raising their positioning.
Flynn recommended and launched a slew of new tactics:
Finally, we trafficked the client-provided creative, managed reporting, and made recommendations throughout the year to make sure the program stayed on track.
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