Telstra use regional newspapers to connect with business decision-makers

Communications company Vita Group used APN ARM newspaper media products to differentiate Telstra Business Centres from Telstra retail stores, increase consideration of the brand among business owners in Queensland.

A core objective for Vida Group was to differentiate their Telstra Business Centres from Telstra retail stores.

CAMPAIGN OBJECTIVE

The target audience was small business decision-makers.

The key objectives were:

1. Create awareness of Telstra Business Centres;

2. Drive attendance to a series of technology events; and

3. Help to activate the events in local markets.

INSIGHTS

• Regional Queensland has almost 3 times the number of small business decision-makers than Brisbane.

• Each week Australian Regional Media connects with over 200,000 small business decision-makers.

SOLUTION

APN ARM used their content marketing product (brand insight) and their local events solution (brand activate) to design an integrated campaign educating small businesses on technology solutions.

APN ARM engaged their business audience to think about their own business technology needs and, in doing so, encouraged this target audience to attend the business seminars that Telstra Business Centre held in local markets.

The campaign ran across  print, desktop, mobile and social. Titles used in the campaign included Rockhampton’s The Morning Bulletin, Mackay’s The Daily Mercury, The Fraser Coast Chronicle, Bundaberg’s News Mail and The Observer in Gladstone.

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RESULTS

A post-campaign effectiveness study which focused on brand awareness, consideration and action as a result of recall, was conducted in the five markets to assess the overall results for the campaign.

Of the small business decisions makers exposed to the campaign, results showed:

• 47% recalled the campaign;

• 15% increase in brand awareness;

• 48% increase in brand consideration;

• 38% increase in brand preference;

• 83% more likely to attend the event; and

• 33% took action.

For more information on this how APN ARM helped Vita Group to raise awareness of Telstra Business Centres and lift consideration among business decision-makers in regional Queensland, click here.

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