Antioch Set to Extend “Opportunity Campaign” With Additional Media Purchases

On Tuesday, the Antioch City Council will discuss entering into a services agreement with Evviva Brands for Phase 3 of the city’s rebranding efforts.

If approved by the council, it would continue rebranding for the Creative Extension for the Media Campaign for $80,300, with Orange22 for Phase 3 of the Media Strategy & Planning for $39,950, and for Phase 2 of the Media Purchases for $275,000 for Fiscal Year 2019/2020.

As presented at the August 27, 2019 City Council meeting, the actual media purchase campaign did not exceed $197,000. The previous media purchase campaign utilized digital billboards, digital ads in regional and local media outlets (SF Gate, East County Today, 110 Degree Magazine, and The Press), social media (Facebook, SnapChat, LinkedIn, and Instagram), and BART.

The highlights of the previous campaign included:

• Nearly 24 million total impressions
• 6.8 million digital impressions
• 7 million outdoor impressions
• Almost 7,000 physical postcards delivered due to retargeting (not including Antioch residents)
• 40,000 new visitors to the website specifically created for the campaign “Antioch is Opportunity”
• 46,524 physical visits to Antioch from individuals who were exposed to the City’s ads

The 2019/2020 creative and media campaign will have many similarities as the previous campaign. The continued main objectives of the new campaign are:

• Create multi-media brand awareness for the Opportunities associated with working and visiting Antioch
• Influence and support the perception that Antioch is a place worth exploring and is the best place to start and/or expand a business
• Direct traffic to the Antioch is Opportunity website to find out more about Antioch Opportunities
• Leverage an appropriate budget across multiple targets and geographies so the messaging appears to be everywhere including Antioch

Evviva Brands will provide the following throughout the new campaign for both lifestyle (general awareness) and business attraction:

• Guidance on purchasing photo assets
• Developing targeted/industry specific creative executions
• Executions for digital display advertising
• Executions for social media advertising
• Creating assets for native advertising (advertorial stories)
• Creative assets for continued out of home (OOH) and in market advertising (billboards and vinyl banners for light poles in Antioch)
• Continued enhancement of Antioch is Opportunity website

Orange22 will continue to utilize programmatic media buying. This allows media to be purchased at the best available cost. It also allows for the purchase decision to be constantly evaluated for effectiveness in audience response and will provide information on which campaign elements work most effectively with which audiences.

The use of programmatic technology allows the purchase and insertion of media to target specific audiences across numerous media platforms. Orange22 will design a media campaign with a mix of media including:

• Out of Home Digital (BART, digital bill board plus mobile billboard)
• Local Pride Media (Newspapers, local & regional outlets, and local billboard)
• Digital Smart Targeting (Display banners, videos, retargeting, mobile, connected TV)
• LinkedIn with Account Based Marketing (targets specific companies and decision makers)
• Other Industry Targeted Media Purchases

For more information, Antioch City Council Agenda.

If you go:
Antioch City Council Meeting
September 24 at 7:00 pm
Antioch Community Center (4703 Lone Tree Way, Community Hall A)
Antioch CA