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Measurable Results & Recommendations

We measured MH Outdoor's performance across all marketing channels, providing clear insights into campaign effectiveness and ROI. We continuously analyzed metrics from paid campaigns, earned media, social engagement, and website content to optimize strategies for maximum impact. Our strategic recommendations focus on leveraging engaging social media content, highlighting client success stories, and building strong community partnerships. These targeted approaches are designed to increase brand visibility and generate quality leads throughout your service areas.

Measurable Results 

Paid Media

Objective: Increase awareness of MH Outdoor Media by 25% by the end of 2025.

Tactic: Hire a marketing professional to lead targeted SEO and paid advertising campaigns through social media. 

  • Impressions, reach, and frequency across platforms.

  • Engagement metrics like click-through rates, bounce rates, and return visits.

  • Actions such as launch geofencing campaigns, expanding MH Outdoor’s reach.

  • Audience insights to refine targeting and understand which types of businesses are converting into clients.

 

Earned Media

Objective: Increase awareness of MH Outdoor Media by 25% by the end of 2025.

Tactic: Pitch a story to local/regional outlets like the Opelika Observer or Birmingham Business Journal featuring MH Outdoor’s client success stories and community involvement.

  • How many publications pick up the story.

  • Estimated reach and circulation.

  • Website referrals from the articles.

  • Article shares, comments, and online mentions.

  • Direct leads or inquiries referencing the feature.

 

Shared Media

Objective: Increase the social media presence of MH Outdoor Media by 25% by May 2025.

Tactic: Launch the “Billboard Behind-the-Scenes” Facebook series featuring videos, photos, client highlights, and fun facts with a consistent branded hashtag (#MHBillboardBuild).

  • Exposure through post reach, impressions, video views, and page follower growth.

  • Engagement through likes, comments, shares, and saves.Influence via business/influencer shares and brand mentions.

  • Action through click-throughs to the website and direct inquiries from social media.

 

Owned Media

Objective: Increase the social media presence of MH Outdoor Media by 25% by May 2025.

Tactic: Start a bi-weekly blog series on MH Outdoor’s website highlighting: Billboard campaign results, Behind-the-scenes content, Community and client spotlights, and Outdoor advertising tips.

  • Exposure by tracking blog traffic, unique visitors, and keyword rankings.

  • Engagement by monitoring return visitors, time on page, and blog subscriptions.

  • Influence by tracking content shares and reader feedback.

  • Action through clicks to the contact page, form submissions, and resource downloads. 

Recommendations 

Instagram Reels & Story Engagement

Creating short-form videos through Instagram Reels and Stories is a low-cost, high-impact way to engage a modern audience. MH Outdoor can use Reels to showcase behind-the-scenes installation footage, introduce team members, and highlight unique or creative billboards. Stories can feature interactive polls like “Billboard of the Month,” allowing followers to vote on their favorite campaigns. This format aligns with current social media trends, boosts algorithmic visibility, and helps build brand personality.

Billboard Client Spotlights

Each month, MH Outdoor can spotlight a featured client on both a digital billboard and across its social platforms. These posts can include a short story about the client, why they chose outdoor advertising, and how it benefits their business. Not only does this celebrate the client, but it also builds community goodwill and provides social proof for potential customers considering MH Outdoor’s services.

Partner with Local Chambers of Commerce

Joining chambers like the Auburn or Opelika Chamber of Commerce opens up valuable networking opportunities. MH Outdoor can collaborate on shared initiatives, like business mixers or educational seminars about outdoor advertising. It also positions the company as an involved member of the business community—something that potential clients look for when deciding who to trust with their advertising dollars.

Nonprofit Billboard Giveaway

To support community involvement, MH Outdoor can launch a “Give Back Billboard” campaign where nonprofits apply for a free month of billboard space. Winners would be chosen quarterly, with their campaigns promoted on MH Outdoor’s social media and blog. This initiative builds goodwill, showcases MH’s values, and increases positive brand association, especially when shared by the featured nonprofits.

Billboard Design Tips Blog Series

A recurring blog series offering quick, helpful tips for designing effective billboard ads can position MH Outdoor as a knowledgeable and approachable industry leader. Topics could include choosing the right font size, picking high-contrast colors, or deciding between a logo or QR code. These posts serve both SEO and client education purposes and drive return website visits.

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