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How Propellant Media Helped Broadminded Media Scale with Digital Advertising
BroadMinded Media, a full-service advertising agency based in San Antonio, Texas, was transitioning into the digital advertising space. Owned by Debbie Johnson and Allen Carlisle, the agency needed a partner with deep expertise in digital strategies to complement its traditional media strengths. Enter Propellant Media, which became Broadminded Media’s white-label digital strategist, joining client-facing meetings and providing tailored digital advertising solutions.
Key Challenge: Broadminded Media struggled with scaling their digital advertising capabilities efficiently without the overhead of building an in-house team. They needed strategic expertise, advanced technology access, and campaign optimization to compete in the evolving digital landscape.
Over the course of more than five years, Propellant Media has acted as an extension of Broadminded Media’s team, offering expertise in geofencing, programmatic display, and residential geo-fencing. This partnership has allowed Broadminded Media to expand its digital offerings without the overhead of hiring an in-house team.
Process
Propellant Media’s approach to digital advertising with Broadminded Media includes:
- Thorough Needs Assessment: Understanding each client’s goals, target audience, and desired outcomes to create customized strategies.
- Tailored Strategies: Developing campaigns based on audience behavior, both online and offline, to ensure maximum relevance and engagement.
- Diverse Tactics: Implementing advanced tactics such as geofencing, programmatic display, and residential geo-fencing to reach precise audiences.
- Budget Alignment: Making budget recommendations that are aligned with campaign goals, ensuring cost-effective ad spend.
- Direct Client Interaction: Acting as a white-label partner, Propellant Media often participates in client-facing meetings, providing strategic insights and support.
Key Deliverables
- Enterprise-Level Access: Providing Broadminded Media with access to demand-side platforms (DSPs) at lower buy-in rates.
- Expertise Without Overhead: Delivering high-level digital advertising expertise without the costs associated with hiring an in-house team.
- Data-Driven Campaigns: Utilizing detailed analytics to optimize campaign performance continually.
- Client-Centric Focus: Prioritizing the client’s bottom line, not just campaign metrics, to drive business growth.
Outcome
Propellant Media’s collaboration with Broadminded Media has yielded significant benefits:
- Expanded Service Offerings: Broadminded Media has successfully integrated digital advertising into its service lineup, enhancing client value.
- Consistent Performance: Reliable campaign outcomes have built strong client trust and long-term relationships.
- Revenue Growth: The partnership has allowed Broadminded Media to generate additional revenue streams through digital advertising services.
- Proactive Problem-Solving: Propellant Media has demonstrated the ability to navigate challenging campaign periods with innovative solutions.
Broader Impact
Beyond quantitative metrics, the partnership has:
- Fostered a culture of trust, collaboration, and continuous learning.
- Enhanced Broadminded Media’s reputation as a comprehensive, forward-thinking agency.
- Provided ongoing support and education, allowing the agency to “earn while they learn” in the digital space.
- Created a fun yet professional working relationship focused on shared success.
Conclusion
Ultimately, the partnership between Broadminded Media and Propellant Media showcases the power of collaboration in digital advertising. Through tailored strategies, transparent communication, and a shared commitment to client success, Propellant Media has become an indispensable part of Broadminded Media’s growth journey, setting a benchmark for agency partnerships in the digital age.
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