Retirement Commission – www.sorted.org.nz
Mike managed the online marketing and site development of Sorted.org.nz for the Retirement Commission from 2002 to Feb 2007. Over this time Sorted grew into one of NZ’s leading online brands winning numerous communication awards including:
- 2004 and 2007 Best Finance Site at the NetGuide Awards
- Best Long Term Strategic Campaign at the 2006 CAANZ Media Awards
- A Bronze for Sustained Advertising Success at the 2006 EFFIE Awards
Under Ad Protocol Mike managed Sorted’s online marketing through until the end of 2011.
Careers New Zealand – www.careers.govt.nz
In December 2007 Careers New Zealand (aka Career Services) asked Ad Protocol to plan, create and manage an online advertising campaign to complement television advertising and the launch of their new look youth section on their website. The resulting campaign in January 2008 exceeded expectations and provided a strong set of data that reshaped Career Services’s ongoing marketing strategy. Ad Protocol continues to manage Careers New Zealand digital promotion.
State Services Commission – www.jobs.govt.nz
Ad Protocol worked with SSC staff members to review the site’s usability, accessibility and design. Ad Protocol also created an online marketing plan for jobs.govt.nz which included a customer relationship management strategy, search marketing approach, and a sustainable online advertising strategy.
State Services Commission – www.govt.nz
Ad Protocol was employed to analyse the effectiveness of different channels and media for driving site visitors to www.govt.nz. Based on the results of the assessment we created an appropriate marketing approach to raise awareness of www.govt.nz and drive site visitors in 2006. Based on this strategy we’ve since conducted two online advertising flights that have continued to improve on each previous performance.
Department of Labour – www.worksite.govt.nz
Ad Protocol was asked to provide guidance on how the Department of Labour should measure WorkSite activity and to formulate a pilot online advertising campaign to drive site visitors.
Using Ad Protocol’s creative approach, measurement strategy and media options, WorkSite ran three online advertising flights in 2006 with each flight improving the return on investment from the previous flight.
Through 2007 and 2008 Ad Protocol continued to partner with WorkSite to manage a sustained online advertising presence through commercial media and the Google Content Network.
Save the Children NZ – www.savethechildren.org.nz
In 2006 and 2007 Ad Protocol successfully managed the online advertising campaigns for Save the Children’s Annual Appeal. Both campaigns utilised the Google Content Network and traditional online media to deliver cost effective results.
GSL Network – www.gslnetwork.co.nz
From July to December 2007 Ad Protocol sub-contracted to GSL Network to create a suite of online ads and plan and buy online media for their client – The Quit Group. Each ad flight conducted improved on the previous and provided The Quit Group with new user information that’s validating the use of online as a successful advertising medium.
Sparks Interactive – www.sparksinteractive.co.nz
In February 2008 Auckland web agency Sparks Interactive asked Ad Protocol to help their client, The EDGE, plan and deliver a short online advertising flight to promote a competition on their website.
The flight required a rapid turnaround with clear communications between the client, publishers, and agencies. It all proved a success and has given The EDGE a clear indication of how online advertising can fit in with their wider communication programme.
Health Sponsorship Council – Feedingourfutures.org.nz
From February to June 2009 Ad Protocol planned, created and managed a series of online advertising flights for FeedingourFutures.org.nz. During this period their site traffic increased by over 600%.
In mid 2009 Ad Protocol helped Interest.co.nz through the process of briefing and assessing a new agency to redesign their popular financial commentary and information site. The process went to plan and Interest.co.nz relaunched their new site in early 2010.
Health Sponsorship Council – Breakfast-eaters.org.nz
At the end of 2010 HSC asked Ad Protocol to develop a cost effective online marketing strategy for their new social marketing initiative that encourages Kiwis to eat breakfast everyday.
After initially working alongside existing web and ad agencies for the successful launch of the new website, Ad Protocol has subsequently built a strong digital platform for website that uses social, search and network media to drive qualified visitors to Breakfast-Eaters.org.nz every month.
Save the Children NZ – savethechildren.org.nz
In January 2011 when the Queensland floods occurred Save the Children NZ wanted to connect people who wished to support Queenslanders with their website. Using search and network media Ad Protocol created a set of ads that were up and running in a matter of hours.
After the Queensland flood campaign Ad Protocol established a templated approach that SCNZ could use for future natural disasters. This approach was quickly used again in March 2011 when the Japan earthquake and tsunami occurred. In this case Ad Protocol extended the presence by negotiating some discounted display media and providing a creative display ad solution.
Conferenz – Conferenz.co.nz
After using search ads in 2010, New Zealand’s leading conference and event provider could see the commercial value in digital marketing. To establish a broad online presence and optimise their ROI they needed some assistance. Enter Ad Protocol.
Over 2011 Ad Protocol has helped Conferenz’s marketing staff broaden their digital marketing by:
- clarifying tracking and analytic reporting
- adjusting their website to improve user experience
- repurposing their Google ad platform to simplify its management
- brokering commercial advertising partnerships with leading online publishers
- creating and building display ads
- planning and purchasing online media.
Maori Trustee – Maoritrustee.co.nz
In mid 2010 Maori Trustee required assistance working out how to use digital channels to locate and contact land ownder who, over a number of generations, had lost touch.
Ad Protocol’s solution was to plan, create and measure a pilot campaign involving simple, targeted ads through social and search media. The pilot was a tremendous success.
Over 2011/12 Ad Protocol has subsequently managed numerous online campaigns for Maori Trustee and continues to provide strategic digital counsel as required.
REAL Women’s Series – Realseries.co.nz
Over the summer months of 2012 Ad Protocol was asked to plan and manage an online promotion for the various REAL Women’s Series of duathlons, walks and runs around New Zealand.
Our solution involved creating a clear metric platform for realseries.co.nz along with a broad range of segmented ads that aired through Google Search and Facebook.
By testing, measuring and tweaking messages throughout the campaign the last REAL Series event of the year has been their most popular to date and our client has finished the season by making a clear profit from their online promotion.
Department of Conservation – Doc.govt.nz
At the end of 2011 DOC asked Ad Protocol to provide a digital solution for increasing their online bookings to their various huts, lodges and campsites over the summer.
Ad Protocol’s solution included:
- a user experience review of the booking form process
- the creation and installation of a new metric platform that was cheaper and more efficient than the existing service.
- a series of banner, text and search ads.
- a sustained advertising campaign that generated over 46,000 visits for a very modest budget.
As a result of the campaign’s success Ad Protocol has been retained to help DOC build and optimise it’s presence through social and digital mediums.
The Co-operative Bank – C0-operativebank.co.nz
In May 2012 Ad Protocol was asked by The Co-operative Bank to evaluate their Google AdWords programme and provide recommendations for improving their AdWord’s performance.
Ad Protocol’s solution involved creating a new metric structure based on key campaign objectives and a measured incremental shift in the creative direction for the Google AdWords programme. The results saw a notable improvement in the programme’s performance.
Ad Protocol now continue to manage The Co-operative Bank’s Google AdWords programme while working closely with their media and social media agencies.