 | We know our marketing is on the right track and reaching the right demographic because our current customers keep telling us they’ve heard us on the radio and how great it sounds. - Jerry Allen, Marketing Director, Orlando Waste Paper |
| The Challenge | Getting Property Managers to believe they would save money while shrinking their business’ carbon footprint by adding Orlando Waste Paper to their current garbage service was the challenge presented to WDBO Account Manager David Russell |
| The Resource | A Marketing Strategy Model session helped the Cox Radio Orlando team identify OWP’s significant, unique and credible marketing position, “Go Green, Save Green.” We followed up with a Creative Problem Solving session that brought the OWP team in to generate tactical marketing ideas with David and the team. The group generated 79 ideas, 24 of which the OWP team felt had some potential. |
| The Idea | A comprehensive annual marketing plan including on air and online elements was what David proposed to Orlando Waste Paper for 2009. Rotating rich media banners on wdbo.com, including on the Go Green custom channel and on air spots targeting business owners and property managers with Orlando Waste Paper’s “save money” message are the key campaign elements. |
| The Results | Multiple call-ins and appointments from qualified leads during the first week of the campaign got the year off to a great start. The rich media banners have been generating excellent click through results and Orlando Waste Paper is delighted with the growth so far. |
BEST PEOPLE + BEST PRODUCT ENVIRONMENT + BEST SOLUTIONS = BEST RESULTS
