As a case study for diversity recruiting, Allied Media helped The US Army with their native speaking recruiting program in establishing a media plan that will reach out to the right market segment pull among the ethnic community in the different cities and states.
The national media plan consists of ethnic language television and programs, ethnic radio programs in several states, national ethnic language newspapers and magazines package and a plan with the top visited ethnic websites.
To bring our client program even closer to the ethnic Communities, Allied Media has put together a distribution package that got hundreds of thousands printed flyers and posters to more than 500 hundred gathering places for ethnic communities.
The advertising and outreach strategy we adopted helped clients achieve their recruiting goals when it comes to cultural advisors and native speakers of different languages.
Among the entire process of helping clients reach their recruiting goals, we provide market research and analysis, media planning and placement, direct marketing, public relations, distribution and creative production.
Allied Media Team produced Television ads for Client and placed the ads in key media to reach the targeted audience. Allied Media team created a general TV ad that would air during the full campaign period whereas other event driven ads were produced to target the audience in a specific time of the year.
For instance, Allied Media placed a 10 second sponsorship ad during the worldcup that gave satisfying exposure to hundreds of thousand viewers a day.
Since its establishment, Allied Media has built solid relationships with event coordinators and ethnic organizations around the country. This competitive add on helps us stay alert of any special community events, conventions, gatherings, meetings, shows or Raleigh about to occur nationwide or at the local level.
In many cases, Allied Media has had successful stories when keeping clients alert of such events that can boost their campaign exposure.
This constant tuning to clients campaign help them adjust and take advantage of many unscheduled opportunities or unplanned advertising channels which were not available at the time the campaign was launched.
Russian-Language Mass Media in New York
By: Ilya Merenzon
Russian-speaking population of the New York Metro area is one of the most attractive markets, not only because of large size (1 380 000 people), but also because of the average income ($45 000), which accedes the average New York income by $9 000. The market is certain to draw attentions of the advertisers, who are interested in extending their clients base and attracting Russian-speaking population.
There is a great number of advertising channels that can help firms to reach the Russian market. Currently, there thirty-two Russian-language newspapers, three TV stations and tree radio stations. However, despite the fact there is a substantial number of mass media, advertisers and mass media did not have a data, which would allow them to determine the popularity and ranking of a certain media outlet, to produce a comparative analysis of the audience, to determine the characteristics of the mass media and find out the size of the audience.
This information is vital for the media planning, because it allows formulating an advertising message and targeting it directly to the market segment needed.
In order to address the problem of information gap, Press Release Group™ has conducted a full-scale study of the audience of the Russian-Language Mass Media in the New York Metropolitan Area. The study has been conducted by distributing questioners in all areas of concentration of the Russian- speaking population. Standard deviation of the study is 0.05.)
The goals of the study were to answer the following questions: What are the demographic characteristics of the Russian market in the New York Metro area? (sex, age groups, income, internet usage, areas of concentration, household and family size and etc…)
What is the reach and audience structure of all Russian-language mass media? What are the listening patterns of the audience? In addition, other questions necessary to determine the characteristics and purchasing behavior and political activity of the Russian market.
The size of the study – 27 pages, including 32 figures. The study includes data on 22 major newspapers and magazines, 3 radio stations and 3 TV channels. There is also demographic data of the Russian market.
The study of the audience of the Russian market will be conducted semi-annually in order to follow the changes of the rapidly developing mass media market and audience preferences.