Media Planning & Buying


Audi Bethesda Giveaway Launch Campaign
July 24, 2015

Kicking off Audi’s arrival in Bethesda with a bang.

2015 Audi A3 Winner

IMG_3827Gil Hofheimer, GM, Matthew, 2015 Audi Winner, and Pete Kesterson, Sales Manager

On May 18, 2015, EuroMotorcars, a premier, luxury automotive group with locations in the Washington, DC and Philadelphia markets opened the doors to the country’s newest Audi dealership – Audi Bethesda.

To announce the arrival of the new dealership, we collaborated with Audi Bethesda to produce a six week comprehensive launch campaign, which included a social media promotion and contest. The winner of the contest was awarded a 2015 Audi A3 Sedan valued at $30,000.

The integrated campaign included television, targeted direct mail, Pandora radio advertising, and an organic and paid social media effort. The contest was hosted on Audi Bethesda’s Facebook and audibethesda.com using Woobox, a popular third party contest application. Entrants were encouraged to share an original picture via social media to show where they’d go in a new Audi. Contest buzz was monitored using #goaudibethesda.

The launch campaign was a success with over 3,000 entries and over 100,000 contest visits. Audi Bethesda exceeded its sales goals during the launch promotion and that momentum continues today.

Nationally, Audi achieved its best-ever June sales in the U.S., marking the 54th consecutive month-over-month sales record and the third-best monthly result ever in the U.S. market. The A3 model line achieved record sales in June with a 42.0% increase over June 2014 sales.

TV Commercial


Contest Statistics

3,281 Entries / 49,535 Votes / 101,664 Visits

Giveaway Entries

audi_entries

Pandora

Pandora Screnshot 4.15

Direct Mail

audi direct mail copy
audi direct mail drop 2



Scarborough Capital Management
May 27, 2015

Shaking up the wealth management industry.

TV Commercial



Behind the Scenes

SCM Behind the Scenes

Scarborough Capital Management is an independent Annapolis-based wealth management firm, specializing in investment management and retirement income planning. An approachable, modern, and educated team, Scarborough is comprised of five managing partners and a team of experienced advisors.

The firm, which advises on over $1.3 billion in assets, has gained a national reputation for their innovative low-cost, flat-fee 401(k) management offering, provided to individuals across the country—from millennials to retirees.

After designing a new brand identity for the firm, we launched a new responsive website and marketing campaign that utilizes print, broadcast, online advertising, e-marketing, social media marketing, and community involvement.

Responsive Web Design

scm-web

Radio Spot

60-second : Dollar a Day



Severn Savings Bank
August 18, 2014

Anne Arundel County’s bank of choice.

TV Commercial

Severn Savings Bank is a full-service community bank with products and services created and marketed specifically for the people of the Chesapeake Bay region.

Severn Bank offers a full range of savings products, including certificates of deposit, retirement accounts, personal checking accounts and commercial checking accounts. Severn is a community mortgage lender, offering all types of loans to refinance, purchase, construct and rehabilitate property in Anne Arundel County and other parts of Maryland, Delaware and Northern Virginia.

Severn Bank is also a commercial mortgage lender giving businesses genuine consideration and timely answers necessary in obtaining the funds to purchase property and fuel growth.

As Agency of Record, Weitzman has been instrumental in freshening and reinvigorating the brand by launching a new advertising campaign that shares real customer stories about how Severn has helped the residents and business owners of Anne Arundel County fulfill their personal and professional dreams. The campaign is designed to keep Severn’s position in the marketplace strong and cultivate new customers.

“We’re pleased to have Weitzman as our strategic marketing partner in supporting the Severn brand. We’re very impressed with Weitzman’s creativity and their approach to communicating the message of a community-based business. Their innovative thinking and local commitment embody the same values that Severn embraces.”
Nicole Donegan, Marketing & Communications, Severn Savings Bank

Print Ads

Severn Print

Responsive Web Design

ssb-web

Radio Spot

60-second : Vin 909
60-second : Watermark



Media Philosophy & Capabilities
August 12, 2014

 Art or Science?

Actually, it’s a blend of the two.  Spending someone else’s media dollars requires not only market knowledge, buying expertise, experience and the fortitude to make the deals but also demands an understood trust between client and agency. We’ve earned our clients’  trust because we stand behind our recommendations and treat clients’  money as if it were our own.  There is no cookie cutter for our media plans.  Each one is customized to help meet the goals and marketing needs of our clients.

And a crystal ball to predict the future doesn’t hurt either.

Media-icons

Market & Media Research

  • Market analysis including media usage habits and competitive environment assessment
  • Media research includes available options within the market and an assessment of any current media used by the client

 

Media Strategy & Targeting

  • Customized based on marketing goals and objectives
  • Identification of target audiences and the media needed to reach them

Media Evaluations & Recommendationsmedia_research_services

  • Complete analysis using such tools as Scarborough Research, Nielsen Audio, The Media Audit and ComScore to vet all available media options – including print, TV, radio, online, mobile, transit and Out of Home (OOH)
  • Media selection based on audience and cost efficiencies and overall effectiveness in market coverage

Media Budgeting & Plan Execution

  • Budget allocation to maximize available funds to deliver the biggest impact
  • Annual planning and contract negotiation for best availability and pricing
  • Value-added options to increase exposure without additional expenditure
  • Transparency with ongoing updates as well as detailed monthly reconciliations/reports

 

Measurability

  • Overall cumulative effect of advertising including general awareness metrics and specific analytics

 

Vendor Relationships

  • Vital to the success of the media plan
  • Agency reputation as a valued business partner for media vendors


Maryland Association of REALTORS
March 10, 2014

We developed and launched a statewide advertising and awareness campaign targeting Maryland homeowners and legislators in an effort to protect Maryland’s Mortgage Interest Deduction.

MAR Rally

Homepage Takeover

MAR Home Page Takeover

Radio Spots

60-second : MAR Mid

This integrated campaign provided Maryland homeowners with the information they needed to react and take action to let their opinions be heard on the proposed Budget Reconciliation and Financing Act of 2012 (BRFA, HB 87/SB 152). The BRFA bill would have reduced the mortgage interest deduction and the deductibility of state and local property taxes for many Maryland homeowners. For nearly 100 years, the tax code has protected mortgage interest deductibility. In addition to radio, print, and online advertising placements, the campaign also included a significant social media component and public relations activities.

“Under strict deadlines, the Weitzman Agency did an incredible job of developing and implementing the Save Maryland’s Mortgage Interest Deduction campaign… Helping us to protect the fundamental American dream of homeownership.” Debbie Hager, Director of Communications, Maryland Association of REALTORS®

MAR Print Ads


Ginger Cove
March 10, 2014

Ginger Cove is the Annapolis area’s premier life-care retirement community.

TV Commercial

Ginger Cove is the only CARF-CCAC accredited retirement community in Anne Arundel County, assuring residents – and their loved ones – of a commitment to quality care and innovation. Of all the continuing care retirement communities nationwide, only 16% of CARF-CCAC accredited.

Authentic and transparent in its approach, the campaign we developed features actual residents serving as brand ambassadors. The campaign utilizes print, broadcast, direct mail, online advertising and e-marketing. We handle all media planning and buying, develop collateral materials, signage, and assist with special events. We also handle public relations, photography, social media marketing, and content updates for the website.

“Ginger Cove enjoys a strong relationship with Weitzman and couldn’t be happier with the results they are getting for us. The team consistently provides high quality creative and media expertise, along with superior customer service, which, as a small business, we value and appreciate very much. They were quick studies in learning our business and continue to ask the right questions to learn more. They’ve developed and produced commercials, a multi-faceted print campaign, a 16-page marketing brochure, a website, numerous new printed pieces, and ushered us into social media. I heartily recommend Weitzman as an excellent marketing partner.”
Joan C. Williams, Director of Marketing, Ginger Cove

Radio

60-second : Know Your Parents

60-second : Folks Like Your Folks

Responsive Website

Ginger Cove Social Media

Print Ads

Ginger Cove Print Ads



Chesapeake Bay Trust
March 10, 2014

The Chesapeake Bay Trust is a nonprofit grant-making organization dedicated to improving the Chesapeake Bay and its rivers through environmental education, community outreach, and local watershed restoration.

Mobile Advertising

Chesapeake Bay Trust Mobile Advertising

 
 

Print Ad

Chesapeake bay Trust Bay Plate Ad

Since its inception in 1985, the Trust has awarded $55 million in grants and engaged hundreds of thousands of citizen stewards in projects that have a measurable impact on the Chesapeake Bay and its tributaries.

Working closely with the Trust, we develop and manage an annual statewide marketing campaign that generates awareness for the Chesapeake Bay and Endangered Species Fund during tax season. Each year, Marylanders have an opportunity to support the Trust via their Maryland State Income Tax Form by making a voluntary contribution on their tax return form. In addition to media planning and buying, we provide creative development and production of broadcast and online advertising, as well as graphics and copy content for the Trust’s website, landing pages, and social media channels.

We developed and maintain an annual marketing program that promotes the sale of “Treasure the Chesapeake” license plates. The program is designed to raise awareness for the valuable work the Chesapeake Bay Trust does and how the sales of “Treasure the Chesapeake” license plates have a direct impact on improving the Bay. To date, more than 400,000 Marylanders have purchased these plates.

We recently created and launched a new incentives and rewards program that promotes the sale of “Treasure the Chesapeake” license plates called “Plate Perks.” Bay plate owners now receive “perks,” or rewards that include preferred parking at various locations in Maryland as well as discounts on merchandise and services from various businesses. Bay plate membership cards have been produced and are distributed to any Bay plate owner who is interested, free of charge.

“The Weitzman Agency has been an exceptional partner to the Chesapeake Bay Trust, helping us market our programs in new and innovative ways. They are always professional and creative, and strive to deliver work that meets our expectations to educate others about the Treasure the Chesapeake license plate and the Bay fund check off on the Maryland State Income Tax Form.” Molly Mullins, Director of Communications & Development, Chesapeake Bay Trust

Radio Spot

60-second : Our Great Bay

 

Promotion

CBT Plate Perks

Web Video