Geo-Targeting Using Client-Supplied Custom Geographies

 Layering newspaper coverage against a specific target area

• The target geography was supplied in the form of a highway map.
• A Sharpie was used to define the target area. 
  
• The target area was digitized and imported into AdWest's GIS database.
  
• The database then linked newspapers to the digitized target area.
• The client was presented with a map illustrating how the target area interacted with relevant newspaper coverage areas. 
  
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Identify areas of coverage or holes in coverage against target dealer locations and rainfall density maps.

• Client supplied a rainfall density map and dealer locations used to identify potential customers for a specific agriculture product.
• The map was integrated into AdWest's GIS database where it was re-created and layered against applicable newspaper coverage areas.
  
• Areas of circulation duplication or distribution holes are now clearly visible.
  
• The map is also supported with tabular data detailing farm counts, farm type and crop production where coverage areas overlapped each other as well as the target region.
  
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 Layering publication coverage to soil zones 

• Client supplied soil composition zone map for the prairies with the black soil zone being the area of focus.
  
• The circulation areas of the relevant publications were integrated into the soil map
• AdWest's GIS infrastructure was used break down coverage by:  % of coverage area in target geography, farm count in target geography and crop production within target geography.
  
• Client was presented with a map and data table detailing the various community newspaper options.
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 Electoral ridings matched to applicable coverage areas

• The agency for Elections Canada required information that would allow them to assign community newspapers to the appropriate electoral district(s).
• Federal Electoral Boundaries for all three prairies provinces were supplied to AdWest by Elections Canada. They were then layered against community newspaper coverage areas
• AdWest's use of GIS technology allowed us to aggregate data for each individual electoral district including: Newspaper circulation by riding, population 18+ by coverage area and riding, riding by newspapers served and riding by newspaper served and voter turnout from previous election.
  
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