Geo-Targeting By Planning Around Key Communities Served 

Understanding where target communities fall within a specific coverage area

• The agency asked for a recommendation of publication(s) circulating directly to a number of specific communities.
  
• Using GIS AdCanada Media created a series of maps to highlight the degree of coverage offered by various publications.
• In this case the target community fell within the coverage area of a single publication.
• The map however provided insights into some other newspaper options for consideration by  way of outlined, labeled coverage areas and a distance scale.
  
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Multiple target communities and newspaper options mapped

• The agency assumed that a number of their target communities were served by single titles.
• But with no hard evidence to support the assumption they asked that multiple target communities and newspaper options be clearly illustrated.  
• Relevant variables were mapped using GIS.
  
• The communities in this map follow the route of pipeline development and therefore targeted for public awareness campaigns.
  
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Understanding target communities, radius and coverage areas.

• The agency asked AdCanada Media for a recommendation on publications serving key communities in the Edmonton area and a 20km radius around each of them.  
  
• The project scope involved planning around a series of town hall meetings to be marketed to potential attendees.
  
• The client felt that the audience would be contained within 20km of event location.
  
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Target communities & radius layered against consumer spending density data

• The agency approached AdCanada Media for a recommendation on newspapers serving less densely populated areas that were more than 150km away from a major metropolitan area.
  
• Their client, a software manufacturer,  also wanted to skew towards markets with spending on computer hardware.
  
• Using a grid-based density mapping technique, StatsCan consumer spending data (computer hardware) was mapped for the prairies.  
• Each square represents an area of 50km by 50km where darker shading = higher spending.
• The agency could easily identify geographic areas for future campaign activity. 
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Target communities, StatsCan data mapped in thermal density fashion and a distance grid overlay

• A hybrid project involving multiple variables and datasets that ultimately connected back to 'community.'   
  
• AdCanada Media's GIS system was used to layer StatsCan census of agriculture crop production data, mapped in thermal imaging style and incorporating a distance grid (50km by 50km square).
• Client-supplied key communities were added for perspective.
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