“Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker

Challenge: The Lancaster County Fair Housing Program needed to create awareness for their role in helping prevent housing discrimination through education and outreach. With a modest budget, they needed to be able to show some results from their marketing investment.

Insight: Drive traffic from a billboard campaign to a microsite, where Insite could track and measure the campaign’s effectiveness.

Solution: An attention-grabbing billboard campaign was set up in select geographic areas. With a simple web address and intriguing graphics and tagline, passersby couldn’t resist logging on to the microsite to learn more.