Most Likely To

BACKGROUND

Introduce your business and what you do there.

I’m a senior market strategist in the Department of the Environment for the city of San Francisco. I run communication campaigns and initiatives targeted towards residents, businesses, and organizations across the city.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Most Likely To?

We needed a consultant to work on a variety of different campaigns and projects for the city.

SOLUTION

What was the scope of their involvement?

Most Likely To has worked on about a dozen campaigns, providing services such as advertising support, copy development, and designing incredible creative. For example, they ran an experiential event for coffee pop-ups around the city. They design full-service advertising campaigns and also do media buying and planning.

They also conduct research to better identify our target audiences and use that information to develop incredibly robust campaigns. We were recently tasked with creating a campaign for Spanish speakers to encourage them to recycle their used motor oil. Most Likely to ran a focus group of Spanish speakers who change their own motor oil and used those findings to create an effective campaign. They leveraged those insights to create a 15 second YouTube video that received about 250,000 hits in three weeks.

What is the team composition?

We usually work with a team of four, which includes a project manager, creative, media buyer, and general support.

How did you come to work with Most Likely To?

We ran an RFP to find someone to support our advertising campaigns in San Francisco. We saw that they were talented and passionate about their work, so we hired them.

How much have you invested with them?

Including fees and media buys, we’ve spent over $1 million.

What is the status of this engagement?

We’ve been partners since 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen improvements across program enrollment, participation, and activations. Most Likely To also accomplishes our more nebulous goals, such as raising awareness. For example, we wanted to raise awareness of our zero-waste policy by bringing it up at the U.S. Conference of Mayors. They met with the hotel, identified the rooms where the guests would stay, and replaced the traditional recycling bags with campaign-branded ones. They even put up a billboard right across from the hotel and advertising on every piece of street furniture nearby. As a result, the mayor talked about the zero-waste initiative at the conference, which was a huge success.

How did Most Likely To perform from a project management standpoint?

Beyond being on time and on budget, they’re incredibly effective at managing the project. They’re a great team to work with that has great ideas.

What did you find most impressive about them?

They find creative solutions to complex problems and have elegant execution. All of their work has been high-caliber and accomplishes exactly what we want. They’re incredibly clever and fun to work with.

Do you have any advice for future clients of theirs?

Make sure to clearly state your goals and what you want to accomplish. Bring them in early to help refine things and make the process much smoother.