Challenge: Creating a productive, targeted OTT campaign while trying to recruit new employees

Sara Kronenberg is a seven-year media sales vet from KCRA, yet only has been able to use AdMall for a little over a year. Her limited AdMall experience wasn’t a problem when she approached a local school looking to figure out a targeted OTT campaign that would attract new employees.

“They have had a hard time recruiting for new positions,” said Kronenberg. “AdMall helped formulate an effective marketing strategy by outlining most effective [mediums used by better job seekers.]”

Solution: Turn to AdMall’s Better Job Seeker AudienceSCAN report

Kronenberg used AdMall’s Better Job Seekers AudienceSCAN profile to help the school target local residents who were interested in new career options. More specifically, she used the “advertising response” portion of the AudienceSCAN report to help craft the best possible targeted OTT campaign.

“[They were] interested in looking at solutions [that would improve the results of their recruitment efforts], so I looked at better job seekers and their responses to specific forms of media in AdMall,” said Kronenberg. “Streaming was at the top in the short and long-term responses], and this info helped us formulate a targeted OTT plan of action.”

Result: A closed sale with plenty of opportunity for more revenue to come

“We sold them an OTT schedule for two months,” said Kronenberg. “We closed $10,000 between April and May, and if the campaigns are successful, they plan on booking June and July at $10,000. This is new business, and a direct relationship with the advertiser and the station. A great win!”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 15th year, this in-depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: School Districts, Elementary and Secondary

Elementary and secondary schools are charged with the task of educating students who live in the local district. School operating budgets are funded primarily by local property taxes. Other funds may come from state taxes on lotteries. Capital budgets – those needed to construct new building and additions or to provide major maintenance – are funded with a mix of state and federal money though a local taxing authority may also float bonds to pay for these projects.

In rural locations, several towns may join to fund a district school while in urban areas, several schools may be needed to serve one city. School administration is often governed by local school boards who serve as elected officials. These individuals also set budgets and recommend tax increases which taxpayers vote on annually.

Schools are non-profit institutions and compete primarily with private day and/or boarding schools. Taxpayers may also choose to home-school their children in an effort to avoid the public education system. In addition, some states have established charter school programs, which operate outside of the traditional school hierarchy. However, they are still required to show academic progress. Constraints on public education include lack of proper funding in poor districts, crowded classrooms, shallow curriculum, and taxpayer complaints about student safety.

In tight economic times, schools are often forced to reduce programs such as music, art or sports. Some towns have contracted with advertisers who may pay the taxing authority for the right to market via out-of-home methods such as bus wraps.

There are nearly 98,760 public schools across the country and nearly 30,500 private schools. The market size for public schools is approximately $982.5 billion.