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Portsmouth Naval Shipyard - Audio Ads (Radio and Podcast)
NAICS
541810 - Advertising Agencies
Date
2024-2028
Project Activity
Advertising Services – Radio and Podcast Campaigns
Technical Expertise
Audio Commercial Production, Radio Distribution, Podcast Distribution, Targeting and Analytics, Project Management
Project Description
Began services in May 2024 to provide a 12-month radio and digital streaming ad campaign with 3 renewal options.
◉ Challenge: Portsmouth Naval Shipyard needed to increase attendance at their hiring events during traditionally slow periods, such as the July 4th holiday week. They also sought to optimize their advertising budget while reaching target demographics effectively.
✔ Solutions:
• Audio Ad Production: Developed and approved high-quality 30-second audio ads.
• Radio Ads Placement: Programmatic placement on 2,500+ radio stations, targeting key genres like Rock, Country, and Top 40.
• Podcast Ads Placement: Focused distribution on streaming platforms to engage audiences aged 25-44 within key geographic markets.
★ Results: Portsmouth Naval Shipyard received a 20% increase in leads from radio ads just by switching to us from another vendor when they were already running radio ads!
Client Q&A:
❝Are you attracting more candidates for your recruitment efforts with our paid advertising?❞
-YES
❝Roughly how many more candidates are calling in, emailing, and showing up to events from our ads?❞
-20% increase
❝What unique advantages did you find in using our paid advertising for DOD recruitment?❞
-Ability to set the ad message and let it run vs. using a credit card to purchase each week. Better price as well.
