Table of Contents 6 2012 OVATION Awards Winning Entries

6. Measurement/Evaluation:
MSL Canada measured results as they related to the established program objectives:
Results
As a result of targeted media outreach MSL Canada
secured media features and placements for Indigo as
the Holiday shopping destination across all media
including: national lifestyle magazines, national and
regional newspapers, national lifestyle television
programming, blogger and online sites. Articles and
features appeared throughout the key Holiday
shopping period showcasing the breadth and depth of
Indigo’s Holiday offerings generating 665,384,139
impressions through 1,053 placements.
Goals/Objectives Met
Goal #1: To meet or exceed the 958 gift guide
placements Indigo secured in 2010, including
multiple placements in national print
publications as well as Kids/Toy gift guides,
was surpassed with 1,054 placements, 110%
of our goal.
Goal #2: Expand on the 450MM media
impressions from the Holiday 2010 campaign,
was reached and surpassed with +665MM
media impressions, 148% of our goal.
Media coverage secured was of a high quality, with
superior photography, strong branding for Indigo
(100% of coverage includes Indigo branding) resulting
in a MRP Quality Scores of 88.11%.
Goal #3: Ideal features would include product
photos and brand mentions, resulting in a
Quality Score of 85%, was reach and surpassed
with a Score of 88.11%
Indigo’s Holiday 2011 sales saw double digit increase in
the toys and gifts categories.
Driving Sales: As the lead marketing initiative
to support the Holiday 2011 season, the
Holiday Moments with Indigo public relations
program can be attributed to helping generate
this incremental sales result.
In total 303 different/unique products from Indigo
were featured in Holiday 2011 coverage. The total
number of products featured by category include:
Gifts/Lifestyle: 138
Kids and Toys: 53
Books/eReading: 112
Coverage Supports Business Strategy:
The volume of product featured outside of the
books category clearly showcases Indigo’s
breadth and depth of lifestyle product
offering.