iHeartMedia’s New Haven radio stations specialize in effective advertising campaigns. Here’s what businesses say about working with iHeartMedia.
American Women’s College
I’m writing to let you know how pleased my team and I are with Liz Conte’s creative suggestions and effective implementation of our radio marketing campaigns. We have seen some real impact here and I wanted to share a couple of success stories with you.
Creativity
In late spring, Liz proposed a campaign concept called “I Am Bay Path”. She came up with this campaign idea herself and ran the idea by me. The phrase is not a concept we had used before and typically our ‘division’ promotes itself only – The American Women’s College – not the whole university brand. However, I thought her concept had real potential to boost us all and I gave Liz the go ahead to record a draft spot for us using the “I Am Bay Path” phrase.
Well, even just the first recording was powerful and virtually ready to hit the air! I was a bit nervous if my colleagues would like it but they also said, wow, this is different and they really liked it. So Liz and I refined the ad a bit and it’s been on the air for nearly 10 weeks now.
Just when I was beginning to ask myself if we should switch this ad out, an unexpected conversation changed my mind. My colleagues and I recently interviewed a candidate for an academic job. The person also had some marketing listed on their resume so I asked her what she thought of Bay Path’s marketing in general. Well, she said she’d seen and heard a lot of Bay Path and American Women’s College ads but the one ad that really stood out was the “I Am Bay Path” radio spot. She said it captured the essence of everything good about Bay Path. I was just thrilled!
Lead Conversion
In addition to this positive qualitative feedback, we also have seen a quantitative improvement in radio performance from among our many advertising media. Typically, our WOM (word of mouth) leads convert at a particularly high rate – around 15% – and remaining paid media (PPC, direct mail, TV, billboards, social media, Pandora, local radio, newspaper and magazine ads) convert generally at about 5-6%. However, since we have begun working with Liz, running “I Am Bay Path” ads, and also running endorsements with Ashley and Renee, our radio conversion percentage has jumped nearly as high as WOM conversions! This is remarkable and is getting some attention from higher-ups here. I believe it is the result of an effective medium, compelling messaging and solid execution.
I hope you will recognize Liz’s creativity, persistence and overall effectiveness on behalf of The American Women’s College of Bay Path University. We are very appreciative of her skills and dedication!
– Julie Heckscher, Director of Marketing Analytics and Research