THE CHALLENGE  

To maximize return on media investment.  

THE HAND IN MEDIA SOLUTION  

Media Audit and Review of all existing contracts, with re-negotiation where necessary, to obtain increased media value for the dollar spent.  

THE RESULT  

Hand In Media negotiated new contractual agreements with media suppliers, resulting in an increase in audiences, media exposure, brand awareness, and additional no-charge, value-added advertising: 

-$315,605 no-charge television advertising  

-$270,680 no-charge print advertising (positioning/color bonuses and discounts)  

-$49,500.00 no-charge print advertising (Sun Expo: Calgary Herald, Vancouver Sun)  

-$7,360.00 no-charge radio advertising (JACK FM Calgary, Vancouver)  

-20% reduction in travel section line rates for out of directory advertising (LA Times) 

-$20,495 no-charge television advertising FC Brand Sell, Vancouver (12% of monthly budget)  

-$45,000 no-charge promotional television advertising 

-$32,200 no-charge print advertising on promotional programs  

-$236,468 no-charge print advertising (positioning/color bonuses and discounts)  

-$12,400 no-charge radio advertising FC Brand Sell  

-$209,500 no-charge promotional radio advertising 

Hand In Media Media Buying Innovations: Centralized LSM system for media relations and advertising including placement and booking of inserts and direct mail, print ads, grand opening advertising, grand opening media relations and PR, production coordination, photography, media kit development and distribution, execution strategy, implementation, and follow up. This involved a coordinated approach involving shop managers and area leaders with Marketing to leverage national buys on a local level and to employ agency and PR research and planning.  

Project Lead: Ian Hand