The iSixSigma Network recently shared a case study on a DMADV Approach to Marketing and Advertising.
Here is the study:
The Corporation of the City of Kawartha Lakes (the City), Ontario, Canada, is a single-tier municipality that covers a land area of 3,067 square kilometers and includes more than 250 lakes. In addition to approximately 73,000 permanent residents there is a large seasonal population of approximately 31,000 residents each summer. More than 77 percent of residents live in rural communities.
Effective marketing and advertising campaigns are important to the City’s economy – the City is a vacation destination and relies heavily on the revenue generated from tourists. Additionally, the City’s full-time residents rely on marketing and advertising information (websites, brochures, pamphlets and newspaper advertisements) to keep informed about programs and services offered by the City. There is one local paper and one small local publication that provide home delivery service to 76 percent of households.
Define and Measure
Marketing and advertising campaigns were launching haphazardly across the City. Departments like public works and parks and recreation as well as the office of the chief administrative officer (CAO) had their own processes for marketing and advertising tasks – leading to an inconsistency in final products. For example, those final products – brochures, advertisements and websites – sometimes lacked corporate branding and did not always display the City’s logo, or the logo would appear incorrectly.
Read the full study at:
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