Services
Advertising Capabilities
Dana Communications works closely with clients to actualize their advertising plans and achieve their goals. Our team of artists, writers, interactive professionals, media representatives and account people work together to construct outstanding advertising, e-marketing, direct mail and multimedia materials. Our collaborative efforts enable us to create messages and materials that combine words and visuals seamlessly, and that are expressed through the proper media channels. We have produced award-winning pieces for many of our clients.
Research
Dana firmly believes in the importance of market research, and our first-hand experience with a variety of organizations enables us to plan, implement and evaluate research to improve our efforts. We support our clients in setting research objectives, developing questionnaire outlines and discussion guides, recommending methodologies, producing materials for online surveys and focus groups and evaluating results.
Strategy & Development
We typically begin a client relationship with the Dana GPS, a planning session to become grounded in the brand’s history, market position and current objectives, which leads to the discussion of strategic issues and recommendations for marketing communications. This becomes the foundation for moving forward with our Brand Clustering and core creative development.
Account Planning
As an account with Dana, you are assigned a team of art directors, production artists, writers, proofreaders, traffic managers and media planners. The team is led by an account supervisor and account executive to ensure that all strategic and tactical initiatives are being carried out as planned. Our process involves the appropriate scheduling and distribution of work based on project needs.
Media
The goal of any communications plan is to get the desired response from the targeted audience. How do we get your potential customers to respond and ultimately choose you? To approach this properly, our media group is constantly examining two critical questions: How many impressions are we delivering, and what kind of impression are we making?
Planning
It is critical for you to choose an agency that understands your target groups and the ability of media to deliver those audiences. As a dedicated travel and hospitality lifestyle agency, we are uniquely qualified to create media plans that deliver appropriately targeted industry audiences. We also recognize the need to recommend a media plan with enough impact to change behavior.
Buying
No one has more experience planning and buying hospitality media in North America than Dana Communications. We have a reputation for being tough, realistic negotiators. We’ve established rates with many of the media that are based on our total buying volume, not our individual clients. This benefits all of our clients, both large and small.
Negotiations
In all media negotiation, we view our planners as salespeople. At the beginning of the planning process, aggressive goals for the final plan are laid out. Our planners work to sell media representatives on the benefits of a value-laden deal for the client, while our buyers make aggressive counter-proposals to get the best prices. Dana’s media department has the knowledge and experience to negotiate the best price and most value added.
Pay Per Click
When done properly, pay-per-click advertising can be one of the most cost-effective ways to generate qualified traffic and ROI. We’ve served up millions of PPC impressions and clicks over the last 10 years. We know what works. Our clients’ ads and landing pages are relevant to a complete and segmented list of the most productive keywords, which keeps click-through ratios high and is rewarded with the lowest possible cost per click.
Creative Development
Our creative development process is effective because it is not based on subjective feelings, but rather on the goals and benchmarks established during the Dana GPS. All the creative options that Dana presents are on target for delivering quantifiable results. We test concepts with current customers and the target audience in order to evaluate which creative campaign will be most effective in achieving our objectives.
Broadcast
Dana integrates art, sound, animation, photography and live action to illustrate our clients’ brand offerings and draw in audiences. With expertise in television broadcast, radio and web streaming, the team combines artistic ingenuity and technical knowledge to design captivating spots that speak to potential viewers and build upon established communications strategies.
Print
Through national, regional and local advertising, Dana delivers creative campaigns with photography and imagery that support the brand message. Our art directors, production artists and copywriters adapt each print ad to fit small-space, full-page, four-color and black-and-white placements with just the right visual impact to showcase our clients’ best advantages. We often incorporate unique URLs and phone numbers to help track response and refine media allocations.
Direct Mail
At Dana, we have always preached that there are four important components to a successful direct mail campaign:
- A great list
- Great creative
- A time-sensitive offer
- The right timing
We are experienced in creating postcards and mailers that reach the appropriate audience with a strong message, and we continuously watch the return on investment of each mailing, tweaking the information we gain by our results.
Collateral
In an effort to develop fully integrated campaigns, Dana designs various collateral pieces that can help maximize your brand awareness, including full-size brochures, floorplans, menus, rack brochures, stationery, business cards, on-site signage, sales kits and tradeshow materials. We have a broad range of partners offering printing and mailshop services, so we can select the most appropriate vendor to meet the job parameters and budget.
Partnerships & Promotions
We use our industry knowledge and connections to create affiliations, sponsorships and promotional opportunities with well-known brands. Synergistic partnerships allow you to share resources in order to increase awareness, productivity and brand strength. You’ll receive access to new markets and customers, fresh insights and ideas from peers in other industries and added value to your social network.
Tracking & Analysis
Dana rigorously tracks all results throughout the life of a campaign. We have advanced analytical capabilities for tracking online and offline campaigns and reporting back. This allows us to shift marketing funds into the most effective media and improve the ROI of our clients’ marketing budgets. It also enables us to test offers and creative messages so that we are improving not only the media we use, but also the messages in those media.
Public Relations & Events
As part of the Dana brand strategy, we seek out PR opportunities that will enhance your brand with positive third-party endorsements. This includes managing media placements and event participation. We work closely with our own sources, as well as partner with PR experts in your industry, to make sure your brand message comes across clearly and consistently.