Case Studies
Creative Concepts has created and nurtured strong relationships and connections with the majority of media owners, managers and key personnel in northern Nevada and California. This is partly due to our longevity in the business and the region, the depth of our client list, our positive attitude, and an understanding of our media partners. Many our clients have been with us since we opened our doors in 1991.
Regional Transportation Commission
Ride Share Program
Regional Transportation Commission (RTC), a Creative Concepts client since 1996, is a public agency in Reno, Nevada and is responsible for public transportation as well as planning and building roads in Northern Nevada. Over the years Creative Concepts has developed and executed custom media plans with the use of local media outlets including English and Spanish print, radio, television, and internet. A recent program entitled “Ride Share” was developed by the organization and with a limited budget we were able to create collateral, help drive awareness, and significantly increase the number of people participating in the program. Creative Concepts was also able to secure significant added value for the Ride Share program in the form of additional radio and print ads, helping to keep the cost of the plan low and increase the reach and frequency of the advertising.
The RTC received a Compass Award of Excellence from the Transportation Marketing and Communications Association for this campaign. This award program recognizes organizations in North American transportation and logistics that have created innovative, results oriented marketing and communications programs.
RMC
Nationally Targeted Radio, TV, and Print Campaigns
RMC is a cooperative group representing local counties in the greater Northern Nevada/Sierra Nevada region as well as the Reno Tahoe Airport to promote tourism to the area, primarily from fly-in markets and potential fly-in markets. RMC chose Creative Concepts to facilitate their campaigns not only for our experience in tourism advertising, but for our ability to research, plan and execute media buys in several target markets across the country, our ability to secure promotions, and our prompt response and turn-around time for the changing needs of various projects. Recent campaign markets include Chicago, Baltimore, Washington DC, San Diego, Phoenix, Los Angeles among others.
Reno Sparks Convention & Visitors Authority
San Francisco Television and Print Coop
Creative Concepts works with the RSCVA on their consumer media, primarily in California. We have developed radio, television, internet and print media plans for the agency for a number of years. Most recently Creative Concepts worked with the RSCVA and six northern Nevada hotel partners to create a cooperative advertising program in the San Francisco market. Creative Concepts negotiated a significant reduction in television rates, and secured bonus spots (no charge commercials), some which ran in prime time. The buy also included many online elements for free (display ads, video, web stories), as well as promotions on each station. The added value and bonus commercials created a substantial increase in the overall value of the campaign while keep cost low for the client.
Tahoe Forest Health System
Creative Concepts joined forces with the Tahoe Forest Hospital System to help boost their image and visibility in the local community. Many local residents were opting to travel to out of town for basic health care services because of a lack of understanding and misconceptions about the services available through the local hospital system. The challenge was not only to promote the state of the art services available locally, but to change perception and reposition the hospital brand as credible, modern, reliable, and caring. Through an extensive advertising campaign and a complete revamp of all creative efforts, within six months public perception of the hospital began to change and more people realized they didn’t need to travel for their health care. More over, the local community leaders started to take note of the hospital and participate in word of mouth promotion of the facility. The hospital has gained respect from the community, is developing more services, increased fundraising and overall has a positive image and reputation in the community. It was through Creative Concepts knowledge of the local market and opportunities that helped create and execute this successful campaign.
Tahoe Women’s Services
Tahoe Women’s Services is a community-based organization providing direct services to victims of domestic violence, sexual assault, child abuse and other individuals in crisis. TWS serves communities throughout the Lake Tahoe, and Placer County. Creative Concepts partnered with TWS and offered services pro-bono to help them promote their “Ski Day” fundraising events in 2009. Utilizing our existing relationships throughout the region we were able to secure publicity in several mediums and markets to promote the events. For each event, Creative Concepts wrote and distributed press releases to the Tahoe, Reno, Sacramento and San Francisco markets, wrote and distributed Public Service Announcements to those same markets, secured no charge print and web ads as well, and production of all the as well. Each event was a huge success, selling out the available ticket creating revenue and awareness for the organization.
Nevada Commission on Tourism
The Nevada Commission on Tourism’s mission is to increase tourism to Nevada through an aggressive marketing and advertising campaign to generate revenue for the state of Nevada. Creative Concepts implemented a television campaign utilizing a thirty-second commercial provided by the NCOT plus negotiated additional vignettes and promotional announcements produced by the individual stations.
The November 2, 2009 – January 31, 2010 television schedule was implemented with the following strategy and objectives: Adults 25–54, passionate skiers/riders, travel to ski destination in the past year, HHI $75,000+, active, outdoor adults; obtain all research available (Scarborough data, Qualitap and Media Audit) and match our target audience with the highest index rated television programming that best reaches our overall target.
To achieve the most effective (yet not always the least expensive) gross impressions possible we ran first-run, top-tier programming, appointment television, sports (including ski, snowboard, Dew Tour, College football and more) and news to deliver the NCOT message. As an added element in each market we were able to secure bonus 30-second commercials, on-air and online promotions and news features that highlight Nevada as a premier travel destination.