Co-op Media Power

Turning Local Media Budgets Into National Wins

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The Challenge

Media can be costly for individual local franchises, and they can struggle to make an impression in larger markets. Winmark Corporation® wanted to enable its Play It Again Sports franchisees to benefit from being part of a nationwide franchise brand and make their media dollars go further.

Approach & Insight

Curious Jane knew that when it comes to marketing, there can be strength in numbers. Through co-op advertising, several different franchise locations can pool their resources to afford larger radio buys and other media placements, benefiting all the stores in the area. But effective co-op advertising requires organization, strategy, and oversight to ensure that everything runs as smoothly and efficiently as possible.

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Strategy & Execution

Curious Jane and Winmark worked together to create successful media-buying co-ops nationwide for Play It Again Sports. We established a fair and mutually beneficial system wherein participating franchisees would contribute to co-op media buys, saving media costs and increasing the impact of their media spending. The system enabled individual stores to add supplemental advertising as necessary through social media, Google search and other media, and they could also run specific creative according to their particular needs.

The Results

Co-op advertising worked well for Play It Again Sports franchisees. It was more efficient and cost-effective, and overall advertising impressions and store traffic increased in every co-op area.

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