https://docs.google.com/presentation/d/1bmsMgvn-xZAJ9Yh-SjMB4OphlQ1jrKn60P7Qpnx805A/edit?usp=sharing
Outfront Media
About:
- Outfront Media is one of the largest outdoor media companies
- Operates in Markets including the United States and Canada
- Location: Headquarters is located in New York City, New York
- There are offices spread all throughout the United States
- Mission: “Our mission is to elevate the entire out-of-home medium, by connecting advertisers with the best assets, audiences, innovations, and people in the business. Our commitment is to always be out front and ahead of the curve, helping our customers grow and prosper by putting them at the center of everything we do.” (https://www.outfrontmedia.com/whatwedo/pages/default.aspx)
Products and Services:
- Products:
- Media Products:
- Billboards
- Timesquare Ad’s
- Transit
- Street Furniture
- Sports
- Mobile Network
- Digital
- PRIME
- Spectacular
- Services:
- Creative Services
- Staff of graphic artists who work on out-of-home campaigns
- Billboard design
- Speculative Artwork
- Production Artwork
- Pre-Production Audit Service
- Consultation
- Realestate
- Employ a full service staff of regional and local real estate professionals to help clients find and work with leases, putting up billboards, etc.
Clients:
- Dunkin
- Olay
- JetBlue
- CBSN
- Bumble
Influence:
- Louisville Ballet- wanted to tell a love story to drive interest and ticket sales for their new season “Seasons of Romance”
- Inspired by The Bachelor billboards
- Campaign started with 15 teaser billboards across Louisville
- Shared messages from a woman named Jessica to her partner Chris
- Creative included subtle nod at different elements of the ballet but was left unbranded
- The secrecy of the billboards got consumers talking and guessing about what was being advertised
- A week later the billboards were swapped out to reveal the Louisville ballet
- Website saw a 150% increase in traffic post reveal
- 36% increase in new user traffic and reached 500k on Twitter
CEO and Team:
- CEO- Jeremy Male, named CEO in 2013
- Directs all aspects of the company's business
- Including: Media projects (billboards, mobile networks, sports etc.)
- Has oversight of companies business in the US, Canada and Latin America
- Sales Team is split up depending on region within the US
- Currently 7 teams (i.e. Central region, Western region, Florida region, Midwest region etc.)
- Each section has a sales team specific to the area which it focuses on
Culture & Style:
- Sustainability
- Always looking for new ways within business to find sustainable alternatives to traditional practices
- For calendar year 2014 we recycled approximately 647,864 pounds of PE copy.
- used PVC product is re-purposed most often for secondary application as coverings/tarpings.
- For calendar year 2014 we re-purposed approximately 1,341,051 pounds of PVC copy. (ongoing campaign by outfront media and industry to reduce and eliminate PVC)
- On glassdoor, some employees were frustrated with their sales commission, the CEO, and the mobile and social media aspects of the company
- Great benefits for employees like 401k, health insurance, time off, etc.
- Only received 2.7 stars
- They use “the power of storytelling” to catch people's attention and make them want to know more
- They do case studies to figure out how their advertising is affecting sales and store visits
- They use brand stories to make their advertising more interesting and eye catching
Content Marketing:
- Case Studies
- Outfront uses many different forms of marketing like billboards, digital, mobile, transit, sports, etc. and these are the different ways show have their campaigns and catch their consumers’ attentions
Campaigns:
- JetBlue- increased awareness of their loyalty program by 111%
- Ally for A Star is Born- sparked conversation on social media reaching 38 million people on Twitter
- Olay’s #FaceAnything campaign-within the first week of the campaign 1.5M consumers were talking about the ads.
- Significant social engagement by consumers on Instagram and Twitter
- Dunkin’- reported 7 consecutive weeks of increased sales compared to the same time-frame last year
- Bumble- campaign went viral on social media, reached more than 5.5M on Twitter which then spread to over 700k more people
Strengths:
- Our strengths that we would contribute to outfront media is by communicating more with upper management and focusing more on the employees happiness at the company. We would start a conversation going on how to improve and make everyday work life their better for the employees and in the long run help the company.
- We also have a new and more digital perspective than an older generations and can help in the digital and social media field where they seem to be struggling a bit when it comes to competing with other agencies
References:
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