|
Case Study #7 : Media Placement
Recruitment in San Diego
Gallagher & Gallagher Makes Media Strategy for Navy Recruitment
Challenge
The Naval Reserve Recruiting Command DET ONE, in San Diego, California was looking for a way to reach their ideal reserve recruit candidates, professional adults between 25 and 35. They contracted with Gallagher & Gallagher to research radio-advertising opportunities and make purchasing recommendations.
Solution
Gallagher & Gallagher researched the San Diego radio market and determined two stations that provided access to a large percentage of Adults 25-34, with a combined CUME Rating of 38.9%, meaning that 38.9% of the target group tuned in one of the two stations at some point during each day.
Gallagher & Gallagher developed schedule recommendations to ensure that the NRRCís message would capture the largest portion of the audience, and gain the greatest possible reach and frequency.
The eight-week schedule recommended by Gallagher & Gallagher delivered a NET reach of more than 167,000 people. NRRC-DET ONEís, Chief Parris, was pleased with the results of the campaign, which led to a significant number of inquiries about enlisting in the Naval Reserve.
Scope
• Media Placement
|
|
