Competitive Set Research:
Fueling Strategic Digital Success
Competitive set research is crucial to devising a digital strategy that capitalizes on white space opportunities. I love getting creative with research tools to derive actionable insights that fuel a competitive advantage for clients. With over 8 years of experience leveraging advanced intelligence tools, I excel at studying specific landscapes and translating insights into compelling narratives through strategic storytelling. My goal is to help clients understand the data-driven “why” behind each element of a digital media plan, ensuring that strategies are rooted in solid data points and optimized for success.
Case Study: Sylvan’s Digital Transformation
Background:
Sylvan, a well-known educational brand, was facing steadily declining engagement, compounded by marketing budget cuts. They needed a fresh approach to regain their competitive edge.
Challenges:
- Declining Engagement: Sylvan’s engagement was softening, leading to budget cuts.
- Low Web/App Traffic: Despite strong brand awareness, Sylvan had the lowest web/app traffic among competitors.
- Underinvestment in Paid Media: Sylvan’s share of voice was minimal and shrinking, particularly in paid search.
- Niche Demographic: Sylvan’s visitor base was heavily skewed towards older females, missing out on younger/male demographics.
Strategic Approach:
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Competitive Research: I used advanced intelligence tools to analyze Sylvan’s positioning within the competitive set.
- Identified strong brand awareness but low engagement due to underinvestment in paid media.
- Compared visitor demographics and found a unique but narrow audience base.
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Opportunity Identification: Through industry and vertical research, I uncovered opportunities to reposition Sylvan’s products.
- Recommended creative and messaging adjustments to engage the overlooked younger/male demographic.
Implementation:
- Collaborated with Sylvan to adjust their creative and messaging strategies.
- Focused on paid media investments, especially in paid search, to increase share of voice.
Results:
- Engagement Recovery: Engagement rates increased by 48% over three months, surpassing previous highs.
- Budget Unlocking: Marketing budgets were restored, enabling strategic budget allocation.
- Competitive Edge: Sylvan regained share of voice across the competitive set and curbed cross-visitation behavior.
Conclusion: By leveraging competitive set research and strategic storytelling, I helped Sylvan navigate a challenging landscape and achieve remarkable results. This case study highlights my ability to think critically, use data-driven insights, and develop strategies that drive tangible business outcomes.