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SCAG is the nation’s largest metropolitan planning organization (MPO), representing six counties, 191 cities and more than 19 million residents. SCAG undertakes a variety of planning and policy initiatives to encourage a more sustainable Southern California now and in the future.
In 2019, cThru Media successfully managed a digital media buying and campaign strategy for SCAG. Our goal was to guide people to sign up for email lists, fill out the online survey, attend virtual town hall meetings, and/or attend “Open House” presentations.
With a narrow 6 week period to make an impact, we faced short turn-arounds on all placement and execution.
The media mix was well balanced and focused on reach and frequency in strategic communities: Adults 18+ with broad socioeconomic covered within Ventura, Los Angeles, Orange, San Bernardino, Riverside, and Imperial counties.
We utilized complementary media vehicles that support coverage and impact. Our use of offline media reach vehicles and targeted digital and social media ad distribution created success. Our conversion rate was 80%, which is unprecedentedly high for Social Media Event tracking and Remarketing.
Our ability to stay nimble and adapt allowed us to quickly develop a solution to help show the value of the program despite having some initial tracking implementation challenges, which we resolved on our client’s behalf.