Media Buying
Media Planning and Buying
Client: Florida Public Utilities
Ideas
Coordinating and executing the media needs of Florida Public Utilities (FPU) required intensive research to ensure that the best combination of media outlets were utilized to achieve the most effective market penetration. Based in West Palm Beach, FPU distributes natural gas, propane gas, and electricity.
This campaign faced the challenge of reaching potential natural gas customers in FPU’s Central and South Florida service areas, which primarily consist of urban and high-population density suburban districts. Promoting the use of natural gas through cash rebate programs for the purchase of gas appliances such as stoves and water heaters is the focus of the current campaign in these markets.
Work
EVOK Advertising conducted extensive market research, which included a detailed study of FPU’s competitors and cultural trends (such as determining whether the target market reads newspapers in print or online) to confirm that ads were targeting the right audience. We then evaluated what had been done in the previous year, and tweaked the schedule to adjust for changes in media outlets (such as radio station formats).
Allotting a budget to each media was determined by market research findings, such as Arbitron ratings (stations having the most listeners for the longest length of time was a criterion) and cost per impression for print ads.
Media buys were then planned to achieve two objectives: an immediate consumer response to contact FPU to participate in its gas appliance cash rebate incentives, and long-term brand impressions. To achieve the latter, billboards and bus advertising provide 24/7 high visibility to motorists in these population centers.
Online advertising targets online editions of newspapers, as this type of advertising is both cost-effective and successful in reaching the current generation of potential FPU customers. Print newspaper ads run in the weekly home finder supplement of major dailies for optimum exposure to readers who are searching for a new home (particularly new construction) and considering major appliance purchases.
EVOK Advertising also created TV commercials with specific appeal to this metropolitan/suburban market. FPU’s sassy “Desperate” commercials inspired by the ABC series “Desperate Housewives” make their pitch by depicting suburban women who are desperate for the greater energy efficiency and savings that gas appliances provide.
Results
FPU regularly meets its sales goals with the number of customers who take advantage of rebate programs. The success of EVOK Advertising’s campaign has been recognized with the following awards:
Advertising and Marketing Award, Southeast Region, Southern Gas Association
Best Over-All Advertising Campaign, Grand Award, 2005 SMC Awards of Excellence. The award was presented by the Volusia Home Builders Association’s Sales and Marketing Council (SMC), which provides ongoing sales and marketing education to professionals in the building industry.