AUDIENCE DEV USE CASE

by Taulbee Jackson | Apr 29, 2024

USE CASE

AGENCY:	Science and Magic
ROLE:	Principal Consultant, Account Lead
TEAM:	WTTS Programming & Promotions, Andrew Gouty
TECH:	WordPress,Goodbarber,Spotify,ADOBE CLOUD

Audience development CONSULTING - EXPERIENCE ENGINEERING FOR broadcast, MOBILE, WEBSITE, streaming, podcast, social media

SITUATION

One of the last independently owned and operated rock stations in the country, 92.3 WTTS, was operating with a ten year old website, and a mobile app that was barely functional. With more and more audience moving to streaming media outlets like Spotify, Pandora, Apple Music, and other similar services, it was time to help WTTS evolve itself beyond being just a radio station to become a music experience delivery company. WTTS engaged my prior firm, Science and Magic (acquired) to develop and execute a strategy.

SOLUTION

We led the Programming team through strategic planning, and helped re-orient their perception of their competitor set to be not other radio stations, but streaming services. Based on this, we re-imagined the WTTS website as an artist-centric web magazine for exclusive content about national artists, and rebuilt their mobile presence from the ground up – all in the middle of of a global pandemic where no live music was happening, and no one was driving in their cars listening to the radio on their way to work.

OUTCOME

Our recommendations around experience delivery, audience and content, and marketing lead the station to the highest ratings it has ever achieved in its three-decade history, including being in the top three stations M-Su 6a-12M for A25-54, a second place PM Drive finish and 4th place Mid-days finish. The station established a 6.5 share 12+. Their prior record was a 3.8. Each 12+ share point is worth approximately a million dollars in revenue, using rough industry estimation to put this into a dollars and cents perspective for value delivery.

A COMPLETELY REIMAGINED EXPERIENCE

Laura Duncan, Program Director

“THE TEAM AT SCIENCE & MAGIC HELPED TRANSFORM OUR DIGITAL PLATFORM. THEIR DEDICATION TO EXCELLENCE AND KNOWLEDGE OF THE DIGITAL PATH SPECIFIC TO WTTS HAS CATAPULTED OUR DIGITAL CONTENT TO A HEIGHTENED LEVEL NEVER BEFORE EXPERIENCED. THE STRATEGY THAT WTTS IMPLEMENTED UNDER THE DIRECTION OF SCIENCE & MAGIC HAS ALIGNED PERFECTLY WITH OUR BRAND. THE CUSTOMER SERVICE AND PATIENCE IN EXPLANATION IS UNMATCHED. I HIGHLY RECOMMEND.”

CHANNEL OUTCOMES

Facebook – up 65 % in the 120 days after launch, with a reach of 637,678 65% 65%
Instagram – 10,552, up 248% in the 120 days after launch 248% 248%
YouTube – doubled views in the 120 days after launch to nearly 2MM views 100% 100%
Podcast – had over 1,200 plays in the first 120 days after launch 100% 100%
WTTS Stream – increased by 25,000 to nearly 100,000 streams / mo in the 120 days after launch 34% 34%
Mobile Apps – more than 327k views across 5,300+ users, first 120 days 78% 78%

PROGRAMMATIC OTT

MOBILE-FIRST

Competing with Spotify, Pandora, Apple Music, and other streaming services meant developing an entirely new strategy for mobile, and new mobile experiences – including native iOS and Android apps, a Progressive Web App, a mobile-optimized responsive website, and developing capabilities for push, text, geofencing, and more.

Not only did we rebuild their entire mobile infrastructure, we created videos to promote it both online, and on targeted OTT (over the top) television buys for the brand, and for the app.

We focused on both building a set of unique and valuable digital and mobile experiences that existing P1 (first-preference) listeners (from the “customer” to the “referral” stage) would appreciate and find useful. Then we used programmatic OTT television to surgically target P2 and P3 listeners and other highly likely audiences using preferences and behaviors, as well as other targeting tactics, to showcase these new experiences and drive awareness, establish perceptions, and drive trial listening in both new and existing channels for the radio station.

JOURNEY STAGES

Month Turnaround

Increase, Pages per Session

Site Traffic Increase

Increase in Page Views

Increase in New Users

Increase in Streaming Sessions

Decrease in Bounce Rate

Within 120 days of Launch

READY TO RE-THINK HOW YOUR AUDIENCE ENGAGES WITH YOUR BRAND?

CONTACT

STRATEGY USE CASE

by Taulbee Jackson | Apr 8, 2024

USE CASE

AGENCY:	Willow Marketing
ROLE:	Senior Strategist, Account Lead
TEAM:	RCA Team, Jaelen Harell, Eric Gray, Dustin Wood, Sarah Kim
PARTNERS:	DITTOE PR, MOSAIC MEDIA
KEY TECH:	Shopify Pro, Basis, Vectary

ECOMMERCE EXPERIENCE DEVELOPMENT - EXPERIENCE ENGINEERING FOR DIRECT TO CONSUMER ECOMMERCE: PAID, EARNED AND OWNED MEDIA

SITUATION

Legacy consumer electronics brand RCA identified a market opportunity in gaming monitors. Their goal was to use this opportunity to test a direct-to-consumer ecommerce go-to-market motion. With just a few months before the critical Black Friday / Cyber Monday / Holidays sales period, the team was charged with executing consumer research, audience segmentation, developing a brand extension for the new product, building an ecommerce platform, and creating a go-to-market media plan for the brand.

SOLUTION

Research revealed that younger consumers had little to no awareness or established perceptions of the RCA brand. Leveraging the core strengths of paid, owned and earned media, we developed a campaign that lead with influencer marketing and media relations in the weeks leading up to Black Friday, leaning on the source credibility of third parties to establish credibility with consumers. The resulting coverage was then amplified through surgically targeted programmatic advertising in both pre-roll video and banner campaigns.

OUTCOME

A brand extension identity was created that helped bridge the heritage of the RCA brand with its new cutting-edge gaming monitors. The team leveraged Shopify Pro’s infrastructure to build and launch a headless e-commerce platform in 90 days. In addition to being available on the site, the product feed was also pushed to other online retailers like Amazon, Walmart, and New Egg, enabling a single point of inventory management across multiple online retailers, and instant product distribution across the internet – all in time for Black Friday!

ZERO TO LIVE ECOMMERCE IN 90 DAYS

WORKING FROM ZERO

With a brand-new product and brand, there is no historical information to rely on to establish expectations or budgets. The media team used competitive research tools to understand the category, identify the primary competitors, and track their ad spend down to the product level, including creative examples. This gave the team a good point of reference for budgeting.

Additionally, we used regression analysis to model or forecast how traffic was likely to convert on the website. Again, without historic information, we had to research industry benchmarks and averages to work from, but were able to establish forecasted expectations around ROAS and ROI prior to placing media.

No first-party data or purchase history information was available, but we were able to leverage third-party data to reach very specific targets based on their browsing behaviors, purchase intent, social profiles, geography, demographics, and more, minimizing waste and resulting in high-quality qualified traffic to the site.

JOURNEY STAGES



HEADLESS ECOMMERCE

Using Shopify Pro as a headless ecommerce solution, RCA was able to instantly push their product feed to popular online retailers like Walmart and Amazon, with the flexibility to leverage additional channels, as well as social commerce, Google Shopping, dynamic ads, and whatever’s next.

3D AUGMENTED REALITY MOBILE EXPERIENCE

Using 3D scanning technology, the team created a navigable virtual model of the new gaming monitor, and used Vectary to create a virtual reality experience where the user could see how the monitor would look in their physical space. Try it out – just scan the code above with your mobile device.

INFLUENCER MARKETING - YOUTUBE GAMERS

RCA and the public relations team worked to identify key influencers in the gaming space, developing relationships and sending out monitors for influencers to review. This content was critical to establishing credibility for the RCA Evolution brand in the minds of the target audience, and can be repurposed in any number of ways.

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MEDIA RELATIONS - GAMER PRESS

The public relations team pitched the new product to hundreds of industry publishers, generating tons of reviews, positive press and even some awards from venerable publications like Tom’s Hardware and TechPowerUp. This tactic also helped establish credibility, awareness, and preference with consumers.

Awards

windows central

TomsHardware

Tech PowerUp

GameRant

PC World

PC Gamer

TechTimes

HOW ARE YOU INTEGRATING THE STRENGTHS OF PAID, OWNED AND EARNED MEDIA?

CONTACT

PROGRAMMATIC AMPLIFICATION

Using programmatic advertising and third-party data, we were able to deliver messaging featuring endorsements from highly credible third-party sources to the specific target audience, based on their behaviors, buying habits, and intent to purchase via banner and pre-roll. Google Shopping and social advertising also helped amplify the message.

PUBLISHING USE CASE

by Taulbee Jackson | Apr 8, 2024

COMING SOON-ISH.

D2C ECOM USE CASE

by Taulbee Jackson | Apr 8, 2024

COMING SOON-ISH.

DEMAND GEN USE CASE

by Taulbee Jackson | Apr 8, 2024

USE CASE

AGENCY:	Science and Magic
ROLE:	Principal Consultant, Account Lead
TEAM:	Andrew Gouty, Advisa, Predictive Index
TECH:	WordPress, Hubspot, Uniqode

DOUBLE-DIGIT B2B GROWTH LEADS TO A HEALTHY ACQUISITION FOR A PRIVATELY HELD ED-TECH SAAS COMPANY.

SITUATION

An educational SaaS software company had recently acquired a competitor and wanted to implement a marketing plan to drive revenue increases faster and more predictably. We were brought on to help establish a business strategy, brand strategy, sales and rev ops, and to scale the organization, as well as to help with new product launches, events, and more.

SOLUTION

We helped develop the sales side of the organization, including process, training, and implementation of CRM and marketing automation tech, while supporting the marketing function as well, including website and microsite redesigns, trade show marketing, and ongoing focus on organic and paid search, as well as retargeting, email, and automation. We also oversaw SEO.

OUTCOME

We helped grow top-line revenue more than 30%, enabling SFS to invest in the marketing and sales systems needed to make the organization attractive to buyers. We turned a team of former school teachers into a focused B2B SaaS sales team. While our channel marketing efforts increased visibility and lead acquisition, our sales systems provided the focus to close business.

EXPERIENCE ENGINEERING FOR B2B SAAS

Todd Whitlock, CEO - Standard For Success

“THE SCIENCE AND MAGIC TEAM HAS BEEN WILLING AND ABLE TO ADAPT TO OUR CHANGES WITHIN THE COMPANY. WE HAVE EVOLVED FROM 1 PRIMARY PRODUCT TO A BRAND OF EDUCATIONAL SAAS SOLUTIONS. THEY HAVE BEEN ABLE TO BUILD UPON OUR “BRANDING” AND TRANSFORM OUR DIGITAL PRESENCE TO REFLECT OUR NEW DIRECTION.”

MONTH TURNAROUND

INCREASE IN REVENUE

INCREASE IN SITE TRAFFIC

ACQUIRED BY COMPETITOR

OUTSIZED OUTCOMES - FAST.

FASTEST GROWING PRIVATELY HELD COMPANIES IN THE U.S.

We engaged with Standard For Success beginning in late 2019. By 2021, our client was one of the fastest-growing private companies in the Inc 5000, ranked #3525 overall, and #55 among all education companies.

3D ANIMATION + SOCIAL VIDEO PRODUCTION

FRACTIONAL CMO + DESIGN + PRODUCTION

WORK SAMPLES: EXPERIENCE ENGINEERING FOR B2B SAAS

MODULAR TRADE SHOW BOOTH DESIGN

Created trade show system with QR-driven mobile experiences.

CONTENT STRATEGY AND PLANNING

Developed an omnichannel content strategy and managed execution.

SOCIAL MEDIA MANAGEMENT

Planned and executed a robust social media strategy .

DASHBOARDS – CHANNEL METRICS

Custom dashboards to track key channel metrics for the team.

BRAND ID + MOBILE EXPERIENCE

Mobile business card experiences for each team member, via QR.

BRAND ARCHITECTURE AND IDENTITY

Expanded brand architecture into multiple product portfolio.

SOCIAL CONTENT

High-engagement graphics, video and animation for social media.

INFOGRAPHICS DESIGN & PROMOTION

Engaging, traffic-driving, lead-converting infographic content.

STATE REPORT CARDS

In-depth state of the industry content delivered in “report cards”.

AUTOMATED LIVE CHAT

Programmed response flows for a live chatbot experience.

AUTOMATED REAL TIME LEAD SCORING

Automated lead scoring for every contact and website visitor.

PERSONAE DEVELOPMENT

Created and targeted multiple target personae segments for sales.

“SMART SHEETS”

Created 20+ digital one-sheeters with associated mobile experience.

Personalized transactional email

Created sales email templates for each phase of the sales cycle.

THOUGHT LEADERSHIP

Leveraged book by owner for speaking event and blog content.

GRADUATIONPATHWAYS.ORG

Created microsite with 3D interface to guide users through process.

EMAIL TEMPLATE DESIGN

Built a range of different email templates as part of brand refresh.

TEACHEREVALUATION.ORG

Created Q&A community resource site for school administrators.

BEHAVIORAL TRACKING AND TARGETING

Captured all digital interactions over time across entire database.

SEARCH OPTIMIZED CONTENT

Produced more than 300 search-optimized blog posts.

INFORMATION MATRIX WITH LAURENCE FISHBURNE

Experience Engineering is all about delivering the right experience to the right person at the right time. One of the ways we help with this is through video messaging, ranging from short promo videos for products to introductory UI videos, and even this mini-documentary feature on The Information Matrix with Laurence Fishburne.

Standard For Success was acquired by a competitor company. Today the former owners split their time between the U.S. and San Jose Del Cabo in Mexico, where they can be found fishing in the ocean, enjoying time with family, or sipping a mint julep on the beach with a nice book.