CASE STUDIES

Our agency's mission statement is to delight our clients with innovative ideas, unexpected customer service, and peerless implementation. We believe that this philosophy is instrumental in creating compelling media programs with tangible results. We have chosen a few client success stories that demonstrate our creative thinking and media expertise. We're confident that several of these core competencies have application to your brand's marketing efforts. Give us an opportunity, and we'll add your company to this list of wins.

Better Together

RBM-GMI

A Good Media Ideas client partner since 2013, RBM of Alpharetta is a world-class Mercedes-Benz dealership in Alpharetta, Georgia. RBM of Alpharetta has the best inventory of new and pre-owned Mercedes-Benz vehicles in North Georgia, a comprehensive service department, and an array of specialty vehicles, including Sprinter cargo vans and Airstream RVs.

RBM photogrid

Challenge
Entrench RBM of Alpharetta as the preeminent luxury vehicle dealership in North Georgia, with award-winning service, and a superior selection of new Mercedes-Benz models and luxury certified pre-owned vehicles.

Good Media Idea
One of the best ways to communicate category leadership is to align yourself with like-minded partners. Good Media Ideas forged a marketing partnership with Avalon, the area’s preeminent shopping, dining, living, and working community in North Atlanta. With brands like Allbirds, Apple, lululemon, Orvis, Peloton, Tommy Bahama, Vineyard Vines, and Williams Sonoma, Avalon caters to a consumer segment that perfectly matches RBM of Alpharetta’s customer profile.

Execution
As an exclusive partner, RBM of Alpharetta has visibility through the Avalon property:
• Stage sponsor signage
• Stage LED screen 10-second promotional video
• Stage sponsorship mentions in all event promotions
• Valet sponsorship: uniforms, name tags, tickets, text system
• Digital kiosks throughout the property
• Parking deck billboard panels
• On-site vehicle displays

Success Metrics
While this partnership is too new to measure increased awareness and vehicle sales, the dominant on-site exposure is undeniable.

Knocking Down the Door

Fleet Services by Cox Automotive 2024.05.15

Good Media Ideas began its partnership with Cox Automotive Group in 1995. Since then, we’ve worked with most of their B2B-focused business units to help achieve their marketing goals. In late 2021, they acquired Dickinson Fleet Services, the leading mobile maintenance provider for medium and heavy-duty trucks and trailers in North America. Rebranded as Fleet Services by Cox Automotive, this solutions group provides 24/7 nationwide emergency mobile truck services through a network of over 1,400 technicians and more than 750 mobile trucks.

Challenge
Develop a recruitment campaign targeting both experienced diesel technicians for immediate hire, as well as entry-level technicians for their FleeTec Academy.

Good Media Idea
Expand the pool of potential hires for Fleet Services using new media platforms and innovative targeting tactics.

Execution
Beginning in late 2022, Good Media Ideas developed partnerships with market-leading diesel industry publications to reach potential technician hires, along with bottom-of-the-funnel channels including SEM/Search. To extend the campaign’s reach to younger candidates looking for careers outside of traditional paths, digital channels were expanded to include Facebook, YouTube, and TikTok. These younger target audiences were captured based on hashtags, interests, and content that aligned with the technician mindset. The campaign creative centered on testimonial-style videos, featuring current hires detailing their positive experience at Cox Automotive.

Success Metrics
The synergy between the campaign creative and media channels generated leads at an exceptional rate. The number of qualified leads generated in the 1st Quarter of 2024 alone exceeded the total leads for all of 2023.

Sales Through the Roof

Good Media Ideas has been a partner with Chief Executive Group since 2019. The independent voice of the CEO community since 1977, Chief Executive publishes an annual CEO & Senior Executive Compensation Report of Private Companies. This report covers all aspects of compensation, including salaries, benefits, bonuses, perks, incentives, and more. It has become an invaluable resource, not only to companies looking to make competitive job offers to potential new leadership hires, but also to individuals curious if their current or future compensation packages meet the market’s demand.

Challenge
Maximize sales of the annual Compensation Report within a targeted Cost Per Acquisition (CPA).

Good Media Idea
Improve upon past SEM/Search campaigns and integrate new targeted B2B tactics to maximize sales.

Execution
Past Search campaign results were eclipsed by shifting to a more sophisticated Target CPA strategy, along with updating keywords and ad copy based on report features. Additionally, a LinkedIn campaign targeting a custom-created audience of CEOs and Senior Executives at private companies was incorporated to reach an entirely new set of prospects.

Success Metrics
CPA for the report was exceedingly high prior to Good Media Ideas’ involvement. In our first year of campaign management, CPA was reduced by 60% and finally achieved a positive Return on Investment (ROI). The campaign to support the most recent edition of the CEO & Senior Executive Compensation Report achieved a CPA 80% below the initial benchmark; an all-time low.

Transit Station Domination

ParkMobile linear logotype_Web-GMI

Good Media Ideas has been providing dominant market-level support for ParkMobile since 2017. Headquartered in Atlanta, ParkMobile is one of the U.S.’s leading parking solutions, helping millions of customers find and pay for parking on their mobile devices.

ParkMobile photogrid

Challenge
ParkMobile needed to make a huge impact in Boston, Massachusetts; increasing the on-street parking app user base and reinforcing the new ParkBoston partnership with stakeholders at Boston City Hall.

Good Media Idea
Scour downtown Boston for the most noticeable on-street outdoor advertising opportunities for a short-term BLITZ.

Execution
To create dominant visibility among vehicle commuters, and foster app download through QR codes, street-level exposure was an absolute necessity. The cornerstone of this campaign was the Downtown Duo, a pair of 4-sided wrapped structures on one of downtown Boston’s busiest roads, and at the entrance to MBTA’s chief transit hub; just 300 feet from Boston City Hall. These can’t-miss structures were supported by MBTA bus tailback panels, and a multitude of on-street digital urban panels. The ParkMobile message was everywhere.

Success Metrics
The Boston market set new records for ParkMobile, quickly becoming one of their top ten markets. Within the first week of the campaign, ParkMobile saw 59,000 paid transactions, 35,000 new accounts, and +4,000 new accounts each day.

Competitive Nature

Cox Auto-GMI

A client partner for nearly three decades, Cox Automotive is an innovator in the automotive sector, transforming the way the world buys, sells, owns, and uses vehicles. Founded in 1898 and based in Atlanta, Cox Automotive is a family-owned, global business that services automotive dealerships, auto manufacturers and the trucking fleet industry. Its vast array of market-leading brands includes Autotrader, FleetNet America, Kelley Blue Book, and Manheim.

Challenge
Design marketing programs that create an effective Share Of Voice (SOV) and differentiate them from leading competitors.

Good Media Idea
In The Art of War, Sun Tzu states, “know the enemy and know yourself; in a hundred battles, you will never be defeated.” Having an accurate picture of your competitors’ marketing efforts can be extremely helpful when defining budgets and crafting creative campaigns. Unfortunately, most Business to Business (B2B) categories do not have syndicated research that provides accurate, comprehensive competitive spend data, or a catalog of up-to-date competitive creative samples. Fortunately, Good Media Ideas has a proprietary market research program, MediaWatchTM, that employs live monitoring to gauge competitive spending and capture creative executions.

Execution
Capitalizing on its B2B publisher relationships, Good Media Ideas designed a custom research process to monitor and categorize activity among Cox Automotive’s leading competitors. This research helped define where, when, and how much competitors were spending, and assembled a library of competitors’ advertising that gives an edge to the Cox Automotive marketing and creative teams.

Success Metrics
The data and insights from this research continue to be an invaluable part of the Cox Automotive marketing planning processes; helping to set right-sized budgets and ensure that creative messages are relevant, compelling, and differentiated from the competition.