MEDIA PLANNING

Strategic Media Planning
Case Study for SCORPIO™

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CHALLENGE

The client requested a review of its media plan and placement strategy, which had been in place for over two years since opening their new hotel tower.

STRATEGY & EXECUTION

SCORPIO™ analyzed and separated the database into either Direct Marketing-Driven guests or Media-Dependent guests in order to accurately determine the demographics for media-buying purposes.

SCORPIO™ determined that the target Age, Value and Visitation of Direct Marketing vs. Media guests were vastly different. By not separating the two audiences, the client’s media strategy was skewed significantly, which resulted in thousands of dollars of unnecessary media spending.

MEASURABLE RESULTS

The refocused media buy toward the defined Media-Dependent guest allowed the property to not only cut monthly spend by 35%, but it also allowed them to reallocate dollars into new feeder markets for New Member testing.

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GET IN TOUCH WITH SCORPIO™

Email IconEMAIL  •  scorpio@gpmarketinginc.com
LOUISIANA
7225 Fern Ave, Suite 100 Email Icon
Shreveport, LA 71105
318.424.2676
TEXAS
3200 Troup Hwy, Suite 340 Email Icon
Tyler, TX 75701
318.424.2676