Media Place Partners

BACKGROUND

Please describe your company and your position there.

I'm the director of communications at Frederik Meijer Gardens & Sculpture Park, a horticultural display garden and sculpture collection in Grand Rapids, MI.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Media Place Partners?

For several years, we have relied on Media Place Partners for all buying decisions for our print and digital advertising.

What were your goals for this project?

We wanted to tap into their skill set as seasoned media buyers and planners. They bring expertise that we cannot find elsewhere.

SOLUTION

How did you select this vendor?

We'd used other media buyers in the past—none compare to the professionalism and integrity they bring to the table.

Describe the scope of their work in detail.

They provide comprehensive budget analysis, monthly accounting of complex media quotes and invoices across a wide range of local and national media, and assistance in obtaining and fulfilling several trade agreements with our local media partners.

All advertising and related expenses are identified during an annual budgeting process that begins in late May, and ends in October with a finalized budget. They develop radio, TV, print, digital, and outdoor line items based on our input and budget limits. They create the media plan based on our input and their expertise then submit a broken down budget.

We go through three or four iterations before a final plan is approved by our finance committee. They then help administer the plan on time and within budget.

What was the team composition?

Dave (Partner, Media Place Partners), Tracy (Partner, Media Place Partners), Carrie (Director of Operations, Media Place Partners), and Liz (Account Manager, Media Place Partners) have each contributed to building and facilitating the media plan. Others on their staff have handled research and accounting aspects as well.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Over our 10 year partnership, the success of our media plans has helped bring more than 10 million guests through our doors. Over that same period, we've gone from having no social media presence to over 100,000 Facebook followers and more than 30,000 Instagram followers. They've helped make our advertising effective.

How effective was the workflow between your team and theirs?

They're very easy to deal with. Dave is available whenever we need and Tracy is the most organized person I've ever dealt with. They're nimble—I have often asked for wholesale changes and they respond quickly and efficiently. They do what they say they are going to do and are proactive about finding the best deals in an often perplexing and ever-changing media landscape.

They've always made timely adjustments to ensure that we remain within budget. That's critical for a non-profit organization that requires a robust communications program on a shoestring budget.

What did you find most impressive about this company?

Their customer service and attention to detail are excellent.

Are there any areas for improvement?

I can't think of anything they could do better.

BACKGROUND

Introduce your business and what you do there.

I'm the VP of marketing and public relations for the Grand Rapids Public Museum. Our focus is on history, science, and culture. We have a series of core exhibitions and programs, and we also bring in routine traveling exhibitions throughout the year.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Media Place Partners?

I moved from New York to Grand Rapids to take this job. I needed help learning about the marketplace and to gain my footing within the new market.

SOLUTION

What was the scope of their involvement?

They were originally hired to support a Titanic exhibition. Since then, we've used them for media buying and a series of programmatic marketing campaigns. They also support general brand advertising and membership campaigns. They help us do media placements, media sponsorship, digital advertising, and social advertising. We handle PR internally and they help us make sure that we're hitting the correct audiences with our marketing.

We typically go to Media Place Partners with the content for each fiscal year. For the programmatic pieces, we know the target market and rely on them to do media plans. They create media sponsorships to ensure that we're aligning ourselves the right outlets in order to hit our goals. They’ll flow the campaign across digital and social channels as well.

What is the team composition?

We’re working with 4–5 team members. That includes account managers, a digital person, a social media person, as well as their finance people on billing.

How did you come to work with Media Place Partners?

Prior to my arrival, the Museum didn't have anyone in the marketing department. They were working on some initiatives with a marketing research firm, who recommended I work with Media Place Partners as our media buyer.

How much have you invested with them?

In terms of fees, we spend between $30,000–$40,000 on an annual basis. That’s separate from the approximately $300,000 in annual advertising spend. We have a set contract, but it fluctuates based on media sponsorships that they secure for us through the year.

What is the status of this engagement?

We started working together in 2012 and the engagement is ongoing.

RESULTS & FEEDBACK

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

When they do their job well, we exceed our attendance goals. Their media placements help create the success of our exhibitions. It’s a wonderful relationship.

How did Media Place Partners perform from a project management standpoint?

They serve as an extension of our team since there’s only two of us in marketing at the Museum. We work really closely together. We talk to our account manager almost every day to get ads placed. It’s a lot of back and forth, reviewing and approving creative specs. The account manager makes sure that everything is placed on time and that it performs the best it can for the Museum. They're very flexible as well. If we say an exhibition isn't performing how we'd like it to, they're very good about switching things around.

What did you find most impressive about them?

They’re always willing to do the best they can for the Museum. We've worked together for a while now so they really know the Museum. They understand the types of products that we offer and the best venues to promote them. They're also looking at what's new and emerging in the marketplace. Our media buys have changed a lot over the years but they're still getting new people in the door and hitting our target goals. It's exciting.

Any advice for potential customers?

Their staff are experts at what they do. You can take advantage of that by using their expertise to get the best out of the relationship. At the same time, it’s important that you understand your goals and know the amount of budget dollars you can allocate.

BACKGROUND

Introduce your business and what you do there.

I’m the director of communications for Cherry Health, the largest federally-qualified health center in Michigan. We have about 25 different locations and provide primary care services to over 80,000 patients a year. I’m in charge of all of the marketing, communications, and public relations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Media Place Partners?

I was a one-person department managing all the different communication jobs and different media outlets. It was taking up too much time, so I began looking for a partner to take care of the media buys and coordination.

SOLUTION

What was the scope of their involvement?

Media Place Partners originally just worked on our media planning and buying. That’s now morphed into digital services, as well. They help identify and advertise on billboards, print ads, and digital spaces. Their digital manager researches where we should place the messaging, runs analytics, and tracks the success. Our team is still responsible for creating the collateral, but Media Place Partners figures out where to put them.

What is the team composition?

My main contact is the account representative. I’ve also worked with the owner, an accountant, and their digital manager.

How did you come to work with Media Place Partners?

The local chamber of commerce had used Media Place Partners on a project that went really well, so I reached out to them and started a conversation. They told me what kind of services they offered, and we struck a deal.

How much have you invested with them?

We’ve spent about $10,000–$50,000 so far.

What is the status of this engagement?

We partnered in April 2015, and the work is ongoing.

RESULTS & FEEDBACK

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

Before partnering with Media Place Partners, we didn’t have any digital campaigns, so we’ve definitely seen some success there. We’ve also increased our new patient enrollment and our visibility in the community.

How did Media Place Partners perform from a project management standpoint?

We talk at least 1–2 times a week, if not more. I have a dedicated representative I can always get ahold of and who customizes my service to my needs. We have a lot of different advertising outlets, and all I have to do is send Media Place Partners our creative, and they get everything out.

At the beginning of every fiscal year, we sit down together and plan a calendar out. It’s easy to understand and clearly defines our goals. We also have spec sheets and documents for each publication, which keeps things incredibly organized. Their project management is top-notch.

What did you find most impressive about them?

They look out for us and don’t try to sell us things we don’t need. They only take on buys that pertain to our organization. If they present an idea to me, I know that it’s been properly vetted and researched.

Do you have any advice for future clients of theirs?

They’re highly engaging, so engage back and be part of the planning process. Tell them exactly what your goals are and what you want to accomplish. They’ll do all the legwork to get you reliable data on possible solutions.

BACKGROUND

Introduce your business and what you do there.

I’m the director of development and community relations at the Grand Rapids Civic Theatre.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Media Place Partners?

Because we’re a small, internal operation, we needed an agency that could serve as a marketing partner in the engagement. We wanted resources that could help raise community awareness and drive ticket sales.

SOLUTION

What was the scope of their involvement?

Media Place Partners primarily handles our ad buys and digital marketing placement. Before each season, we meet with them to discuss our budget, demographics, and ways to promote the community’s interests in our shows. They then execute our digital marketing strategies while we handle social media. Beyond digital marketing, they’ve also produced traditional ads for television, radio, and print to drive awareness.

What is the team composition?

We primarily work with an account manager and the managing director.

How did you come to work with Media Place Partners?

One of our mutual contacts in the PR field thought that our company could benefit from Media Place Partners’ talents, so they connected us.

What is the status of this engagement?

Their work started in 2010 and is ongoing.

RESULTS & FEEDBACK

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

Using their provided dashboard, we’re able to see our digital outreach analytics, including click-through rates, impressions, and more. We’ve recently gone over our metrics and have seen a notable increase across the board. In terms of brand awareness, they’ve done a great job.

How did Media Place Partners perform from a project management standpoint?

They’re communicative and responsive, and the project manager does a phenomenal job of reaching out to us. We mostly interface via email but also meet face-to-face when needed. The team is detailed and accurate, and I appreciate their willingness to help.

What did you find most impressive about them?

Media Place Partners has made a lot of great things happen for our organization. They’re a great company, and we consider them an extension of our team.

Are there any areas they could improve?

No, nothing comes to mind. If we have any concerns, they’re receptive to our feedback and address them promptly.

Do you have any advice for potential customers?

When entering a field that might be outside your comfort zone, it’s helpful to have an understanding of your end goals and a general knowledge of the market. This can be difficult since trends change so quickly, but Media Place Partners is always there to help. They’re willing to compare their proposals with others to help you make an informed decision.