Wellington City Council
Service Centre | Post Campaign Report
Performance Report | Service Centre
Reporting Period: 19th May 2019 – 3rd June 2019
Campaign Overview
This report provides an overview of the activity that ran for the Wel ington City Council Service Centre campaign
during the reporting period, fol owed by an update of the channel performance.
This campaign was scheduled to go live on the 19th of May 2019 and ran until the 3rdof June 2019.
The objective of the campaign was to build awareness within the Wel ington community that on the 28th of May, the
council Service Centre would be moving.
We ran two different creative messages to support this, version one leading up to the move and version two for
after the move.
We have been briefed on reaching and engaging the residents of Wel ington with the main objective being awareness
and as a result, we have generated mass impressions as opposed to clicks.
Radio performed wel in generating awareness for the campaign with a 53% reach to the key target audience.
Over the 2 weeks that the adverts have been in market, the activity has generated
over 1,431,641
digital ad
impressions and 684
clicks through to the landing page.
Channel Performance
Outdoor
Performance Report | Service Centre
Reporting Period: 19th May 2019 – 3rd June 2019
Bil stickers
Max A0 format posters ran in the
Wel ington CBD from the 19th of May to
the 1st of June.
The bil stickers had a CBD placement
focus.
Both variations of the creative ran on the
appropriate dates.
Some examples of the creative in situ
Print
Performance Report | Service Centre
Reporting Period: 19th May 2019 – 3rd June 2019
Dominion Post
Publisher Estimated
Circulation: 42,703 weekly
¼ page horizontal advert ran
on Tuesday 22nd & 28th of May
Digital Performance
Performance Report | Service Centre
Reporting Period: 19th May 2019 – 3rd June 2019
Display
Impressions
Clicks
CTR
CPM
CPC
Spend
1,431,641
684
0.05%
$1.91
$4.00
$2,736.00
Display focus was to generate awareness of the
move through driving impressions and reach among
Wel ington residents.
Initial y, we estimated 300,000 impressions for this
campaign. The campaign has generated over
1.4mil ion impressions and 684 clicks through to the
website.
The end results exceeded the initial estimations as a
result of the optimisations that were made during
the campaign period.
The display component was able to generate 42%
more impressions than the initial estimation.
The optimisations throughout the campaign also
meant that we were able to achieve and extremely
affordable cost per
Radio
Performance Report | Service Centre
Reporting Period: 19th May 2019 – 3rd June 2019
Radio Schedule
All People 18+ Total Estimated Performance 1% Reach @53% / 3+ Reach @ 25.5%
Thank You
Sophie Doyle
Christchurch
Wel ington
StrategyMedia
StrategyMedia
Media Planner/Buyer
Level 2, StrategyHouse
Level3,
Cnr MoorhouseAve& MadrasSt
11 Vivian Street
M +64 277 866 759
Christchurch
Wel ington
[email address]m
Auckland
Sydney
StrategyMedia
StrategyMedia
Level3,
74A Ann Street
10–12 CustomsStreet
Surry Hil s NSW
East
2010 Sydney
Auckland
Tokyo
ninetytwo13 #607
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Minato-ku
Tokyo
Japan
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