Extendicare, one of North America’s largest long-term care providers, was dedicating a formidable size of its advertising spend to Yellow Page ads. The company had recently changed from half page to bold listing, but lacked a strategy for measuring accountability. Basically, whether they cut their spend in half or doubled it, they would be unable to determine the more effective approach.
To solve this problem, JB Chicago, Extendicare's Agency of Record, implemented testing on four target markets representative of Extendicare’s facilities. After testing various sizes of Yellow Page ads, Internet Yellow Pages and Google Adwords, we were able to determine the advertising mix that gave that best return. JB Chicago then optimized Extendicare’s spend accordingly and took the project nationally, resulting in 1:100 ROI across the board with accountable marketing tactics.
