Case Studies
My Plates
Objective
In 2009, My Plates of Texas was awarded a contract to be the exclusive provider of customized license plates in the State of Texas. The challenge was to launch an effective statewide campaign that would work in markets as diverse as Austin and Amarillo. The campaign needed creative concept development and production of TV, print, radio and web advertising, as well as media buying, campaign implementation and ongoing monitoring of advertising ROI.
Solution
To kick off the statewide campaign, Encore embraced the diversity of the Lone Star State with the theme, “My Plates, My Personality,” conveying a message that My Plates provides an abundance of license plate choices for all the many unique personalities that comprise Texas. This theme was used to branch out into other key messages for future campaigns, such as, “A license to express yourself at MyPlates.com.” Numerous integrated campaigns for My Plates have also been launched, featuring many television and radio commercials, billboards and Internet marketing programs (including Google and Facebook). Each campaign has been directed at driving consumers to the My Plates website, www.MyPlates.com, which Encore designed to be a fun and user-friendly experience.
Results
The public response to Encore’s advertising and marketing efforts has been overwhelmingly successful. In the first 15 months, My Plates sold over 42,000 plates with $10 million in gross sales. Approximately $4 million has been raised for the state’s general fund. In addition, My Plates has raised $1.1 million in cost recovery funds for the Texas Department of Motor Vehicles and paid $450,000 to the state for new plate implementation and programming.