do it outdoors, Bryant Hughes recognized by OAAA/Geopath for US Postal Service shadowfencing campaign case study
Case studies are powerful testimonials, and the Out-of-Home Association of America (OAAA) case study library contains over 600 examples of how OOH is creating results in markets across the US. This year’s fifth annual OAAA/Geopath Local Case Study Contest produced a record 64 entries, each case demonstrating how OOH is being used as a strategic media element more than ever. Of the 64 entries, five finalist winners were selected, including do it outdoors.
About the case study
do it outdoors’ winning case study—written and submitted to the OAAA by Marketing Manager Bryant Hughes—involved a four-week shadowfencing campaign that was launched at the end of 2019 for Denver-based US Postal Service branch.
USPS was looking to attract new employees, so do it outdoors put its successful shadowfencing strategy to work to help spread the word about the many USPS employment benefits and increase the number of applicants. This hyper-targeted, integrated media strategy ultimately amplified message frequency and gave USPS’s recruitment marketing efforts the lift for which they were hoping.
As far as the numbers go, the campaign was able to achieve 951,151 total geofence/shadowfence impressions, 6,218 total clicks and an overall 0.66% CTR.
This included a notable 0.74% shadowfence and 0.56% geofence CTR’s, both of which more than exceeded the industry vertical average.
Additional 2020 Winners
The Local Case Study Contest winners are always announced at the OOH Media Conference + Expo, but due to this year’s cancellation, the winners will be recognized at the next conference.
The full list of 2020 OAAA Local Case Study Contest winners included:
US Postal Service – Bryant Hughes, do it outdoors media
Molly’s Spirits – Lori Johnson, Lamar Advertising
International Spy Museum – Jack Costello, OUTFRONT Media
Dan Laughlin for State Senate – Lauren Colletta, Lamar Advertising
Kruter Motors – Elizabeth Rave, OUTFRONT Media
Janovic Paint – Lindsey Plakoris, JCDecaux (Grand Prize Winner)
This campaign is one of many for which do it outdoors has delivered results exceeding industry standards and helped to set the stage for the recently-launched OOH CTR Guarantee initiative. Congratulations to all who contributed.