Case Studies

The following case studies illustrate how LEE Marketing and Media Services helps our clients increase their results. We work closely with each client to understand their objectives and then customize direct response media placement to help them reach their goals.
 
 
 
 

National CPAP Device, Direct to Consumer:

Scope of work:

This client initially testing (and made work) direct response TV, DRTV with an established and large TV buying agency. Looking for a smart media mix, they turned to LEE for incremental media strategies. After much discovery, remnant local and national print media was identified as a viable testing channel. (ROP, local daily newspapers and weekly magazines, all remnant placements) 55+ demographics, general market, CPAP users / Sleep Apnea.

The results:

USA Today and Parade achieved a 3.95 MER and continues to grow
Determined successful creative through ROP testing
Exceeded USA Today and Parade testing goals with over-all returns of 4.0 MER (media efficiency ratio)

Current partnership:

Captive print agency for all print media, local and national


Incontinence Product:

Scope of work:

Client found it challenging to make print work for their media device / incontinence product so turned to LEEMMS to plan, buy and manage their rint media. 65+ male demographic, Medicare insurance reimbursement.

The results:

For the last 5+ years now, remnant print media through LEE has become their largest lead driver along with reducing their lead cost by more then $38.

Current partnership:

More then $10 million dollars in print spend since partnering with LEE in 2012 along with ongoing radio testing.


National Office Product Marketer:

Hired LEEMMS to develop a national multimedia marketing mix in radio, TV and print media. Demo’s,
small business owners/home office, business professionals.

Scope of work:

Charged to determine the right mix between specific media channels and ones that would perform from a sustainability level long-term. Goal to generate Cost Per Acquisition of $400 or less, online, cost per session of $40 or less.

The results:

Host endorsement radio and remnant Wall Street Journal have proven to be the most effective media mix, most profitable.
Continued testing between print, radio and some TV media.

Current partnership:

4th year as AOR for client, ongoing partnership


Digestive Product Client:

Scope of work:

Previously worked with a competing agency in print media, magazines and newspapers. At prospecting stage, LEE challenged client to test current media tactics against LEE’s strategies in remnant local and national print media along with incremental print media channels. 60/40 female / male, 45+, $75K HH income.

Results:

Met and exceeded previous print agency’s spend for client. Generated highest two year return from 2016 and 2017.
Added incremental magazines that continue to perform well including Co-op magazines.
USA Today achieved a two year MER of 4.72 and implemented call center tracking methodology to improve close rate for magazine placements.
Moving more newspaper spend to LEE from previous agency.

Current partnership:

Majority of print spend now being directed to LEEMMS.


Client: National Orthotics Medical Device Marketer

Scope of work:

Turned to LEE to develop a full scale, front to back marketing seminar strategy developing offer configuration, creative development, developing media
mix between local radio, print and TV media. (guaranteed placement and remnant) Complete tracking and analytics based on client’s results.

Demo’s, 55+, 60/40 male / female, $100K HH income, high school plus, active Americans, percentage of Senior responders as well.

Depending on the month,2 to 4 seminars a month in various markets, A, B and C DMA’s. Goal of 75 to 150 attendees per seminar; cost per attendee
of $50 to $100 per depending on each market.

Results:

Met or exceeded local seminar objectives on a cost per attendee. Developed a database of results for each market between online/digital, radio, print, insert
media, OOH (out-of-home) and TV.

Current partnership:

Client turning to LEE for new product release strategies through seminar programs. Orthotic marketing is ongoing throughout the US.


National Automotive Insurance Company for Senior Markets

Scope of work:

Came to LEE in order to incrementally generate more leads on a monthly basis outside of their internal direct-mail efforts. 60/65+ plus, 50/50 male / female, licensed US drivers, homeowners, $70K HH income.

Results:

Once client and LEE mutually agreed on viable CPL’s (cost per leads/calls within their internal call centers), testing in remnant ROP was launched through various A/B testing, LEE established an ongoing standard in making ROP (newspaper media) sustainable as a supporting lead gen channel along with print. A true “trigger media”, client turned to LEE monthly to increase or decrease print spend based on lead volume leads. In addition, once creative testing was validated in ROP, remnant national magazine were introduced in order to grow print more. All print media that remained on monthly media budgets we based on measured results / agreed upon ROI goals.

Current partnership:

Client was acquired by Fortune 100 financial service company in 2016.


National Firearm Client:

Scope of work:

Three year ongoing client focused on generating targeted leads for various firearm sales direct to consumer.
Specific markets based on state regulations and laws. 60+, 80/20, male to female.

Results:

Testing remnant radio, print, digital and TV media, digital, radio (spot and endorsement radio) and regional print performing best. TV used based on lead count need on a monthly basis. Offer/CTA, call for a free catalog.

Current partnership:

Ongoing relationship, testing new offers as they’re developed by the client.


Luxury Residential Real Estate Liquidation Client:

Scope of work:

Client came to LEE for opportunities media strategies based on regional residential properties that remain on the market. Goal, to develop a qualified number of prospect buyers (leads) for each property to promote set auction dates.

Multimedia channels include local digital, SEO, email marketing, print, radio and depending on the market, TV.

Results:

Based on the success of the program, client seeks properties based on the best preforming media markets that have generated the highest over-all ROI based on LEE’s strategies and tactics.

Current partnership:

Ongoing and growing.


Regional Food Prepping Client:

Scope of work:

Five state focus in reaching the core prepper market for home based prepping products. (web and cataloguer)
Cost per new customer of $75 to $100 based on current LTV. (lifetime value) Maximizing local remnant print, local radio and some endorsement radio media. 50+ demo’s, 55/45 male / female, conservative, “mature to new” preppers.

Current relationship:

Client moving into other markets for expansion and turning to LEE to service new markets.


National Cruise and Travel Client:

Scope of work:

Marketing client’s various cruise line offers to value conscious prospective travelers. Measure goals needing to achieve, cost per new info kit sent. 65+ demo’s, 60/40 females. Optimal lead gen channels, digital, SEO, display, and remnant TV and radio. Depending on the cruise / traveling package and timing (dates), LEE uses both
guaranteed and remnant media placements to fully optimize allocated budget for each travel product offered.

Current relationship:

Ongoing