When facing a number of low-cost competitors, standing out from the crowd can be challenging, particularly with a smaller budget than some of those competitors. To accomplish that task, and build a database of potential clients who might be coming in for braces for a family member, the Jacksonville, FL, University School of Orthodontics turned to Comcast Spotlight.
Working in partnership with the client’s advertising agency, Comcast Spotlight developed a multi-screen advertising solution to reach a target audience of women aged 35-54. Two seasonal campaigns””spring and fall””included television commercials on networks like Lifetime, HGTV and Food Network as well as channels with broad reach, like USA and FOX News. All were focused on three zones in the Jacksonville market, while city-wide online video advertising on Xfinity.com added even more reach. All of the advertising focused on the school’s three core strengths: advanced technology, wide variety of services, and affordable prices, and all directed consumers to a dedicated website where visitors could register to win free braces, thus building a database of prospective clients.
- Spring campaign click-through rate: .73% (802 click-throughs)
- Fall campaign click-through rate: .85% (774 click-throughs).
- 824 online registrations, exceeding the campaign goal by more than 60%.