CASE STUDY
U.S. Olympic and Paralympic Museum
We began working with the U.S. Olympic and Paralympic Museum in June 2022 and they are currently a client of AdPro. To help bolster attendance prior to and during the Summer Olympics and Paralympics, AdPro employed a mass media strategy encompassing Colorado Springs and South Denver. We used television, cable and OTT, paid digital, geofencing display campaigns, as well as radio and streaming audio to ensure full-market coverage. To get the word out about the individual events happening at the museum we utilized public relations, social media, newspaper ads, radio ads and remotes and added value billboards from the television stations. Appealing to tourists to our region, we had video coverage at both the Denver and Colorado Springs airports and digital ads targeted to those actively researching vacation options.
Target Audience
Residents of Colorado Springs, Pueblo, Monument, Castle Rock and South Denver, and tourists from Colorado, Wyoming, Utah, Arizona, New Mexico and Texas.
• White male & female ages 40-55
• Married and employed full-time
• Household income $100,000-$249,999
Through Nielsen Scarborough, we identified the audiences from the surrounding Colorado Springs area and other states that would be likely to visit museums while on vacation or had an interested in the Olympics or sports.
Top visitor zip codes in Colorado Springs – 80906, 80919, 80920, 80921, 80918
CASE STUDY
U.S. Olympic and Paralympic Museum
We began working with the U.S. Olympic and Paralympic Museum in June 2022 and they are currently a client of AdPro. To help bolster attendance prior to and during the Summer Olympics and Paralympics, AdPro employed a mass media strategy encompassing Colorado Springs and South Denver. We used television, cable and OTT, paid digital, geofencing display campaigns, as well as radio and streaming audio to ensure full-market coverage. To get the word out about the individual events happening at the museum we utilized public relations, social media, newspaper ads, radio ads and remotes and added value billboards from the television stations. Appealing to tourists to our region, we had video coverage at both the Denver and Colorado Springs airports and digital ads targeted to those actively researching vacation options.
Target Audience
Residents of Colorado Springs, Pueblo, Monument, Castle Rock and South Denver, and tourists from Colorado, Wyoming, Utah, Arizona, New Mexico and Texas.
• White male & female ages 40-55
• Married and employed full-time
• Household income $100,000-$249,999
Through Nielsen Scarborough, we identified the audiences from the surrounding Colorado Springs area and other states that would be likely to visit museums while on vacation or had an interested in the Olympics or sports.
Top visitor zip codes in Colorado Springs – 80906, 80919, 80920, 80921, 80918
Marketing Approach
AdPro employed a mass media strategy incorporating social media and digital ads targeted at those actively researching vacation options to complement traditional media strategies. Social media was targeted at advertising individual museum events, and we used digital paid ads to target those actively researching vacation options. Social media channels included Facebook, Instagram, Twitter, and LinkedIn. Digital paid ads were geofenced around airports and other tourist locations and focused on our target demographic.
Results
Through monitoring key performance indicators, including paid social and digital display impressions, conversion rate, cost per acquisition, post engagements, and profile visits and reach, AdPro was able to achieve an overall conversion rate of over 30% with almost 3 million display ad impressions, while ensuring cost per acquisition remained at or below the benchmark for the industry.
May 2021 - Labor Day 2021
Broadcast
5,136,000
Total Impressions
Cable
882,000
Total Impressions
OTT/CTV
472,052
Total Impressions
Streaming Audio
300,000
Total Impressions
Digital Results
Paid Search Conversion Rate
30.25%
Display Impressions
2,997,719
Paid Social Impressions
1,183,659
Strategy drives everything we do at AdPro. Our team members are closely aligned, working diligently together to help our clients exceed their objectives. Their wins are our wins.
- Camille Blakely, President – AdPro