Although these recent examples are only a small part of the business we do across days, weeks, months, and years, we feel that these case studies help illustrate several different aspects of the successes we have reached - as well as show our ingenuity.  We hope these "briefs" give you the right idea about what The Davis Group could achieve for you and your brand. 

Texas Department of Family and Protective Services "Look Before You Leave"(2004)

• Objective: Because half [10] of the of the nation's 20 childhood deaths due to this problem occurred in Texas, The Davis Group was faced with the serious job of placing a summer-long radio campaign throughout the state of Texas to promote general awareness of the dangers of leaving children locked in hot cars. Messaging communicated the fact that cars could reach over 140 degrees in the summertime, and that forgotten or neglected children could die of heat and suffocation.

• Action: (:10) and (:15) second radio advertisements were placed across the state as traffic sponsorship billboards. Markets included Dallas/Fort Worth, Austin, San Antonio, Amarillo, Lubbock, Abilene, Wichita Falls, Tyler Longview, Texarkana, Beaumont/Port Arthur, Waco/Temple, Victoria, Midland/Odessa, San Angelo, Laredo, El Paso, Corpus Christi, and the Rio Grande Valley. In major metro areas, the majority of the purchased spots must be placed among the top fifteen rated stations reflecting approximately a 25% cumulative share of the market and all others reflected similar rankings and market share. Spanish language ads were placed in key markets, as well.

• Result: More than 1-for-1 PSA value was negotiated for this grave campaign, and fewer childhood deaths occurred during 2004 than the previous year.

Texas Dept. of Agriculture "Square Meals" (2004)

• Objective: To plan and place a two-week public awareness campaign (on television), and subsequently another two-week public awareness campaign (on radio) regarding the long-term importance of healthy childhood nutrition. The campaign goal was to relay a positive message that parents, teachers, schools, and the state can together help make a difference in the battle against childhood obesity.

• Action: Based on key research covering statistics on obesity occurring in parents (namely the target demo W 25-49), number of households with children, school district data, and the cost of placing media in each market, The Davis Group tiered target markets in order of importance, and placed a paid schedule, negotiating a 1-for-1 minimum guaranteed PSA match. Although the general market was the leading factor (and primary target) for the schedule, all the research on the obesity problem revealed its prevalence among minority groups, including Hispanic and African-American populations. The Davis Group scheduled Spanish-language spots according to each market's percentage of Hispanic population in the target demo, as well as the issue of acculturation and percentage of English-speaking Hispanics.

• Result: The broadcast campaign helped to increase general public awareness of the problem, and helped to kick off the collateral and grassroots efforts being carried out presently by TDA, including their work with local school districts.

UT Division of Continuing & Extended Education  "Odyssey" (2003)

• Background: Before launching a full-fledged media campaign utilizing multiple outlets, the agency created and executed a creative media promotional campaign for one week in duration to boost awareness and attendance for the Odyssey Program (a joint venture by UT Continuing Education, Third Age, and the Thompson Conference Center) - without a cash schedule at all. The Davis Group worked with its radio media partners to set up class promotions.  Purely based on trade giveaways and promotions, the agency was able to boost awareness about the program, in partnership with the stations.  

• Objective: Run a two-week niche media campaign targeting individuals seeking personal enrichment courses on a variety of liberal arts topics.  The goal was to fill all classes being offered and drive registration to a level that would facilitate the program's existence in future semesters.

• Action:  Based on the high caliber of work that The Davis Group provided on this small-scale endeavor, the UT Division of Continuing and Extended Education allowed the agency to launch the debut multi-media campaign for UT Odyssey, including television, radio, print, and direct marketing media components.  The first phase of the campaign ran during January and February of 2004.  

• Results: Paid media totaled just over $24,000, and earned media value topped $34,000.  In addition, The Davis Group negotiated all creative and production at no cost with the participating vendors.  Overall, the campaign resulted in the first-ever semester in which every class that was offered filled.  Moreover, the success of the first debut campaign for this program has allowed the UT Division of Continuing & Extended Education to continue offering the classes - an outcome that was not possible before.

Texas Dept. of Agriculture "Healthy Kids" (2002)

• Objective: To promote the Healthy Kids Campaign - with only a few weeks to accomplish all the account's planning and negotiating and placement of the schedule.

• Action: The Davis Group was awarded the TDA account in July 2002, with media placement to begin airing in August.  With such short lead time and quick turnaround as a high priority to ensure success, The Davis Group responded admirably, not only producing a successful media plan, but also securing a minimum of matching PSA's for the placement.

• Result: The value of the earned media surpassed the value of the paid component.  The net amount of paid media equaled $122,018.00, but the net amount of PSA placement earned reached $140,686.00.  In other words, the Texas Dept. of Agriculture realized 115.2% of the value of the buy in PSA's alone - all in a small window of time!

Texas Dept. of Transportation "Don't Mess With Texas" (2000)

• Objective: To reduce littering in Texas and reduce the trash disposal costs for the state by targeting the most common offenders - males aged 18-34.

• Action: The Davis Group implemented a media plan utilizing Television, Radio and Outdoor and was able to secure a no-cost PSA schedule as well as add smaller market campaigns.  The firm also allocated media dollars to every Texas market in 2000, which allowed the message to be communicated in markets that had not originally been allocated a media budget.  Most importantly, however, The Davis Group was instrumental in introducing the first outdoor campaign ever used by Don't Mess With Texas. Despite initial reservations by the client and the lead agency, The Davis Group convinced all parties that this was one of the best ways to reach the target audience. 

• Result: Outdoor was one of the most successful vehicles in reaching the target audience of men 18-34, and helped result in a dramatic decrease in highway litter.  The success of the overall campaign - a joint venture with other agency partners - has been a 72% reduction in litter.