Mixed Media advertising campaign for a furniture retailer, including radio, billboards, direct mail (flyers/circulars), newspaper ads, Google Adwords, Facebook, Email, and website landing page. Contact Glen Murrant to manage your business advertising.

1. Retail Advertising
Campaign - Fall 2017
MURRANT MEDIA

2. Introduction
I am Glen Murrant (o/a MURRANT MEDIA) -
professional advertising manager with over
20-years of experience. A furniture retailer,
J.R. Rahey’s Ltd, utilizes many of my skills to
plan and execute all of their advertising
needs.
● Layout/editing with Adobe
Illustrator/PhotoShop/InDesign or similar
● Web design/minor scripting
● Access to website backend (I use Wordpress)
● Google Analytics/AdWords management
● Facebook content creation
● Audio production with Adobe Audition or similar
MURRANT MEDIA - murrant.ca

3. Performance
Summary
When running a mixed-media campaign it can be
difficult to gauge the performance of each element.
Tools like Google Analytics take the guesswork out of
digital advertising, but conventional media must
ultimately be judged on the sales they generate.
The seasonal campaign method detailed here has a
proven track record of success - improving ROI by at
least 30%. Where possible, I have provided
measurements and comparisons with industry
benchmarks ...
MURRANT MEDIA - murrant.ca

4. Performance
Google Adwords
Rahey’s AdWords
managed by MURRANT
MEDIA:
● CTR: 0.51%, CPC: $0.49
Google AdWords
Home-Goods sector.
Average CTR, CPC:
● CTR: 0.37%, CPC: $2.19
MURRANT MEDIA - murrant.ca

5. Performance
Facebook
Rahey’s Facebook ads
managed by MURRANT
MEDIA:
● CTR: 4.2%, CPC: $0.27
Facebook advertising.
Average CTR, CPC :
● CTR: 0.90%, CPC: $1.72
MURRANT MEDIA - murrant.ca

6. Seasonal Campaigns
The following slides detail a highly successful
seasonal campaign that I developed for J.R.
Rahey’s - a furniture retailer with four stores
in a rural market of approximately 250,000.
Rahey’s conducts numerous campaigns of
varying impact throughout the year, but
quarterly seasonal campaigns form the
backbone of their promotional calendar.
These campaigns typically consist of ...
MURRANT MEDIA - murrant.ca

7. Campaign Elements:
1. Flyers
The printing and distribution of flyers
accounts for 38% of our advertising budget.
● 12 pages
● Full Colour on newsprint
● 10” x 20” broadsheet
● 135,000 hard copies
○ Distributed direct to 90,000 homes
○ Inserted in 45,000 newspapers
MURRANT MEDIA - murrant.ca

8. Campaign Elements:
2. Landing Page
Rahey’s digital ads all point to a responsive
landing page on the Rahey’s website where
visitors can view the flyer on-line.
First time visitors are served a popup form,
asking them to subscribe to future
promotional emails.
Visitors who complete the form will no longer
be served the popup on subsequent visits.
MURRANT MEDIA - murrant.ca

9. Campaign Elements
3. Email Offers
Visitors to Rahey’s website who
have opted to receive
promotions by email are sent a
message several days prior to
the delivery of the paper flyer.
With each successive seasonal
campaign, the list of subscribers
grows.
MURRANT MEDIA - murrant.ca

10. Campaign Elements
4.1 Google AdWords
Google AdWords accounts for 4% of
Rahey’s advertising budget. In addition to
geographical and topical targeting,
remarketing targets users who have
previously visited Rahey’s website.
Click-thrus point to the landing page on
Rahey’s website.
MURRANT MEDIA - murrant.ca

11. Campaign Elements
4.2 Google AdWords - ReMarketing
Google remarketing is critical to the
success of our AdWords campaigns.
People who have visited the Rahey’s
website within the last 120 days will be
served AdWords display ads with greater
frequency than non-visitors. By targeting
our ads to people who have demonstrated
interest in Rahey’s, we achieve a much
higher conversion rate.
MURRANT MEDIA - murrant.ca

12. Campaign Elements
5. Facebook Ads
Facebook ads account for 2% of Rahey’s
advertising budget.
There is overwhelming data that shows
there is little-or-no correlation between
“likes” and sales - but there is a large,
relevant audience. Instead of counting on
“likes”, Rahey’s uses Facebook ads to
generate click-thrus to the Rahey’s
website.
MURRANT MEDIA - murrant.ca

13. Campaign Elements
6. Billboards
Rahey’s buys ad space on three of the of
the most visible billboards in the market.
Combined, they account for 5% of Rahey’s
advertising budget.
The billboard art is bright and colorful, to
grab the attention of 50,000+ drivers. The
message is very short and to-the-point: no
prices, no products.
MURRANT MEDIA - murrant.ca

14. Campaign Elements
7. Newspapers
Newspaper ads account for
15% of Rahey’s advertising
budget.
On a few occasions, after the
flyer insertion, approximately
100,000 readers will get a
reminder of Rahey’s Fall Sale
with a full page ad in the same
newspapers.
MURRANT MEDIA - murrant.ca

15. Campaign Elements
8. Radio
Radio accounts for 36% of Rahey’s
advertising budget.
To reach Rahey’s full geographic
market and a broad demographic,
ads must air on many stations. To
stand out from the competition, I
write, voice, and produce all of
Rahey’s radio ads.
MURRANT MEDIA - murrant.ca

16. Thank You
Please contact me to inquire about
advertising management for your
business. I look forward to hearing from
you!
Glen Murrant - MURRANT MEDIA
Mobile: (902) 322-1677
Email: glen@murrant.ca
MURRANT MEDIA - murrant.ca