CLIENT  National Franchise

SERVICES

Direct Response TV, Radio, & Print Advertising

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Digital Marketing

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Design & Development

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Media Buying

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Analytics & Reporting

The existing media campaigns for this national franchise needed some fine-tuning to optimize their precision and scalability while adding the credibility they needed to drive meaningful results. Viden overhauled their creative strategy with testimonial-driven messaging and restructured their media plan to prioritize performance, visibility, and efficiency.

Media CPMs dropped by more than

50%

which allowed these franchisees to move from struggling to survive to stabilization to profitability 

THE RESULTS?

The new campaigns turned their weakest markets into their top performers. They reached new audiences, built lasting credibility, and created a high-performance growth engine. All without spending a dollar more.

1,100+

unique TV and Radio creative spots launched across 31 markets—
in just 2 weeks

THE CLIENT

This national brick and mortar franchise has more than 200 physical locations across the US.

As with any major franchise system, individual markets and clinics perform very differently based on the profile of the populations they serve. Some markets have thrived, some were treading water, and some were continually struggling with regards to their lead generation for new patient consultations. They needed a new strategy to help 31 of the most challenged markets to overhaul their creative strategy with testimonial-driven messaging and restructured their media plan to prioritize performance, visibility, and efficiency. 

Unsupported Growth Goals

Limited Advertising Scope

Need for Expansion

Lack of Tracking and Analytics

Getting More Reach Without More Investment

Despite a nationwide presence, the client was struggling to hit return on ad spend (ROAS) targets. They desired to find alternative marketing and advertising strategies to support their growth goals and get markets on a path toward profitability, without adding incremental dollars to their marketing budget.

An additional challenge was the need to educate their customers about their service offerings. Despite research backing the effectiveness of their services, consumers were hesitant to try an unfamiliar solution, preferring to consider more traditional companies.

What they needed was credibility. The solution? A marketing campaign powered by authentic testimonials that showcased customer satisfaction, separated them from their competitors and industry giants with bigger budgets.

Additionally, their existing advertising campaigns were limited in scope and highly dependent on a single media channel.

They were:

• Only running premium radio buys focused almost exclusively on a live read strategy and had limited exposure in other media channels.
• Heavily utilizing vanity phone numbers across all stations in a market, making it difficult to understand which stations were performing best, and which were underperforming.
• Setting up ad campaigns as annual plans, leading to more of a “set it and forget” approach to campaign management.

Introduced DRTV campaigns

Testimonial-Driven Creative Strategies

Detailed Campaign Performance Tracking

Established ROAS Goals

Establishing Credibility and Reaching New Markets with No New Spend

A testimonial-driven campaign was needed to transform the client’s softest markets into some of their strongest and help them build a new revenue stream in only a few months.

Media campaigns were launched and operationalized in 2 weeks—with more than 1,100 unique spots created—and ran in 31 individual markets. Most of these markets were considered underperforming relative to others in the franchise network. The client needed a full overhaul of both the creative and media strategy behind their offline advertising efforts, all without requiring additional budget.

A testimonial-driven campaign was needed to transform the client’s softest markets into some of their strongest and help them build a new revenue stream in only a few months.

Creative Strategy

Viden shifted the creative focus toward compelling, story-driven messaging that would build trust and drive action. This was done by developing a series of 60-second spots that allowed more time to educate consumers and clearly communicate the benefits of the client’s offerings, featuring authentic on-camera testimonials from real customers.

Using proven direct response principles, Viden built creative concepts around:

• Clear, benefit-driven messaging
• Simple, consumer-friendly language
• A strong, direct call-to-action

To track performance with precision, unique toll-free numbers were assigned to every creative and station combination. This enabled end-to-end attribution at the individual spot level, providing clear insights into which messages and placements were generating results, and which weren’t.

Media Strategy

Viden implemented a data-led, multi-channel media strategy, with a heavy focus on TV (a previously untapped channel for the client) and a strong complementary spot radio presence.

Rather than “chasing clearance,” it was better to “chase performance” by securing premium inventory at significantly reduced CPMs (cost per one thousand impressions). This approach allowed the client to exceed their performance goals while maintaining strong media clearance patterns during the most desirable times of day.

Additionally, the media schedule was restructured to align tightly with the client’s operational capacity. Instead of relying on broad rotators that resulted in driving leads to a call center during minimally staffed times, our ad placements were concentrated in time slots when the client’s call center was fully staffed and ready to receive inbound leads, ensuring all sales opportunities were maximized.

Real-Time Optimization Through Active Campaign Management

With unique tracking numbers in place across every creative and station, a data-driven approach to optimize both media and messaging in real time was taken. Campaigns were actively monitored and adjusted based on real-world performance, scaling up what worked and eliminating what didn’t.

Instead of locking into long-term, inflexible media buys, the campaign operated on a monthly cadence, offering two advantages:

1. The ability to capitalize on seasonal rate efficiencies in 
both TV and radio.
2. The flexibility to make rapid, incremental improvements to 
the media mix and creative strategy, allowing for continued growth and efficiency over time.

Custom Reporting

A custom reporting suite for the client was built, giving them:

• Comprehensive breakdowns of channel performance to maximize investments in the strongest performing channels for their respective markets.
• A shared view between them and Viden, which led to greater alignment on priorities and strategies to pursue.

THE RESULTS

Viden delivered a performance-focused offline campaign that reached new audiences, established credibility through real customer stories, and generated results, all without increasing the client’s overall ad spend.

What were the results?  

• Decreased media CPMs by >50%
• A decrease in cost per lead by 64%
• Increased reach, which drove a 63% Reduction in cost per acquisition
• Generated $15M in new customer revenue in six months
• Turned their softest markets into their strongest markets