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Q2 2017 Digital Campaign
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Q2 2017 Digital Campaign
A DIGITAL MEDIA MIX TO
CRUSH HOLIDAY SALES FOR
PORTRAIT INNOVATIONS
THE HOLIDAY CAMPAIGN

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PORTRAIT
INNOVATIONS
What do you do when you’re in a traditional industry
facing overpowering competition from online rivals? Find
a media company that will put in the time to get to know
your brand and the challenges you face, then create
customized media solutions to deliver the results that
matter most to you.
That’s exactly what Portrait Innovations did when they
turned to Mindstream Media to help them turn the tide
and secure the future vitality of their brand.

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The trained photographers at Portrait Innovations provide
a professional portrait studio experience with cutting-
edge digital equipment in an inviting environment.
However, demand for in-studio photography has
declined as consumers increasingly seek door-to-door,
non-composed or outdoor photography sessions. As a
result, Portrait Innovations needed a revamped media mix
including a solid digital advertising strategy to reach
specific target audiences and revive their business.
ABOUT PORTRAIT
INNOVATIONS

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Encouraged by the success of a radical change in
campaign structure and advertising channels achieved by
Mindstream Media in early spring, Portrait Innovations
increased their advertising budgets by 10 percent to
support the make-or-break annual revenue window of
Thanksgiving through New Year’s. This allowed us to
expand their media channels even further into carefully
calculated platforms and partners.
A “MAKE-OR-BREAK”
CAMPAIGN

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Spanning the last 12 weeks of the year, our
comprehensive digital media strategy included:
• Paid search (Google and Bing) campaigns
• Programmatic display and video campaigns
• YouTube advertising
• Facebook
• Nextdoor (a private social network for neighborhoods)
• Pinterest ads
• Permission-based email campaigns
A WINNING DIGITAL
STRATEGY

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Over the course of the campaign, media partners and
prospecting audience groups were optimized to
maximize return on investment (ROI). As the campaign ran,
we strategically assigned spend to each channel tactic
according to conversion funnel touchpoint (new users vs.
previously exposed users) so that weekly budgets
supported upcoming studio session goals. Further out
from a holiday date, we focused on priming and reaching
new users. As the countdown to the holidays neared, we
increased re-engaging exposed users tactics and drove
immediate action to book. This dialed-in approach to
gaining new customers resulted in 10 consecutive weeks
of over 100 percent projected studio sessions.
HOW WE AMPLIFIED
THE PLAN

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Mindstream Media
crushed Portrait
Innovations’
holiday budget
goals by delivering
7:1 ROI
A SOLID END TO
THE YEAR

8. Let’s talk next steps!
THANK YOU.
Zac Keeney
319-277-3700
zkeeney@mindstreammedia.com