Media: Six Disciplines

Gary Harpst, the CEO of Six Disciplines, literally wrote the book on “building small businesses that learn, lead and last” … and wanted Hart to help it reach bestseller status by driving traffic to the Six Disciplines website for purchase.

The resulting media strategy employed four main pillars:
1) Intercept the target audience while in a business mindset.
2) Engage business professionals while researching business consulting options (test and adjust strategy on an ongoing basis). 3) Use national media reach to achieve aggressive volume goals. 4) Spend cautiously to maintain reasonable margins.

We then partnered with the world’s largest ad network, Google, to implement business-related content, contextual and search campaigns. We optimized placements across 30-plus business sites on a daily basis.

In only three weeks, the initiative delivered nearly 18.4 million impressions and 5,735 click-throughs – on par with our goals for a four-week campaign. After a 10-day ramp-up period (test and adjust), impressions increased 400%, click-through-rates more than doubled and cost-per-click was down 60%.