Geo-Targeting Retail Locations Defined With Postal Codes

 Layered Against Coverage Areas and Population Density

• The agency's client -a well known national electronics retailer- was planning an FSI campaign around it's four Edmonton locations. They needed perspective on how the zoned editions of the Edmonton Examiner could be used strategically and in combination to provide the most effective coverage footprint. 
  
• AdCanada Media's GIS system was used to layer in StatsCan population density data to illustrate the location of mall/free-standing locations and population
  
• Download PDF to view complete example  ›
  

Note how some stores are located within on the outer boundaries of coverage areas and near borders between coverage areas.

 Layered Against Coverage Areas and FSAs

• A large national retailer, arms length from the automotive industry was opening two new locations in Winnipeg
• The agency had four (now five) community newspaper options to choose from. Their initial plan included one title, the Winnipeg Lance, based on the fact it is the largest circulating weekly in the city. 
  
• Using GIS technology AdCanada Media's geo-targeted the locations of the new stores to reveal that neither fell within the Lance's direct coverage area.  
• When the information was provided back to the agency the plan was re-worked to include publications within actual circulation to the store locations.
  
• Download PDF to view complete example  ›

 Layered Against Multiple Coverage Areas

• The agency handling planning for a large financial institution with branch locations across Alberta was challenged with building a community newspaper campaign that would provide effective yet unduplicated support for all locations.
• While planning for locations in communities with originating newspapers were a fairly straightforward match, locations in smaller communities without an originating newspaper proved more challenging.
  
• Postal codes were used to identify all branch locations.  Coverage areas were then added to provide planning insights that wouldn't have existed otherwise.
  
• It turned out that a number of newspapers served multiple branch locations.
• Material was then developed to localize the message for each newspaper audience.
• Download PDF to view complete example  ›

6 maps like this one were prepared for the agency for client presentation.

 Layered Provincially Against Coverage Areas 

• The agency for a large Alberta-based agriculture retailer with a petro division wanted to support their community newspaper recommendation with a collection of visuals.
  
• AdCanada Media's built a provincial map of Alberta that incorporated all petro locations against aggregate coverage of planned community newspapers.
• The map was branded with the name of both the agency and the client and hangs in the agency board room.
• Download PDF to view complete example  ›

Using Google Earth to determine if the "lay of land" should be considered in media selection

• Plotting retail locations against coverage areas using Google Earth and/or Google Street View provides a unique perspective on newspaper options.
  
• The tools within the Google Earth application allow planners to literally, get a sense of the 'lay of the land' and analyze variables such as major thoroughfares, neighbourhood composition and community boundaries. 
  
• Google Earth also helps provide perspective on how the right media selection can be impacted by local geographic barriers such as rivers, lakes, forest and distance.
• In this case, the agency planning a popular import auto manufacturer needed to see it's two Edmonton locations geo-targeted against the 7 zoned editions of the Edmonton Examiner.
• Download PDF to view complete example  ›