Trinet, a cloud-based PEO offering HR services for small to medium-sized businesses, wanted to lift its brand from obscurity and compete with bigger players like ADP Total Source. They also wanted to achieve a positive ROI.
MDG used television’s massive reach to help Trinet find a needle in the haystack: small to medium-sized business owners.
To do that, MDG designed and executed a four-tiered plan including national cable, program-specific buys, advanced TV and broadcast markets. Our media plan balanced highly targeted programming with a sufficient frequency to create brand awareness.
The campaign we created consistently over-delivered on impressions by 106%-120% while hitting the planned cost per thousand impressions (CPM) within cents at $9.60. As a result, Trinet grew brand awareness with its target audience and overcame its underdog position.