Capitol Blueprint

OVERVIEW:

Just about every business needs printing services at some point, making it vital to maintain a top-of-mind presence with decision makers for the moment that need arises. Capitol Blueprint of Springfield, IL, found that multi-screen advertising was the ideal way to build awareness by targeting that business-oriented audience.

STRATEGY:

Thanks to the dozens of unique networks available through Comcast Spotlight, Capitol Blueprint was able to reach individuals running a business on programs like Food Network's Restaurant Impossible, Spike's Bar Rescue and CNBC's The Profit and Shark Tank encores. Other networks that research showed ranked highly with key decision makers were Animal Planet, ESPN, FOX News, History, HLN, NFL Network, OWN, Syfy, TNT, TV Land and USA. The same engaging commercials, featuring Springfield landmarks, were used on Xfinity.com, including high-impact placements on the email page. Video pre-roll advertising was layered into the campaign in the latter part of the full-year campaign.

SUCCESS:

Multi-screen advertising proved to be a blueprint for success, as Capitol Blueprint secured more than 1,000 new customers over the course of one year. That’s an especially notable achievement when one considers that two other printing businesses in the area closed as a result of difficult economic circumstances.

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