2. CHEESEBOY
CASE
STUDY
Cheeseboy Turns to PaperG to Power Local Display Ads

3. AD
CAMPAIGN
–
GOING
LOCAL
Popular
Northeast
restaurant
chain
Cheeseboy
wanted
to
promote
its
2nd
annual
Free
Grilled
Cheese
Day
event
to
aIract
new
customers.
o $1,000
dedicated
to
PaperG
o
Six
stores
/
food
court
loca8ons
o
Low
search
query
volume
o
Never
tried
banner
adver8sing

4. AD
CAMPAIGN
–
GETTING
LOCAL
On
a
Kght
digital
budget,
Cheeseboy
turned
to
PaperG
for
a
cost-­‐efficient
soluKon
that
would
effecKvely
reach
its
target
audiences
in
each
of
the
markets
the
company
is
located
in.
Boston,
MA
Na8ck,
MA
Providence,
RI
West
Nyack,
NY
Braintree,
MA
Milford,
CT
West
Nyack,
NY

5. THE
RESULTS
–
TARGETING
LOCAL
Via
PaperG’s
PlaceLocal
ad
plaVorm,
Cheeseboy
created
mulKple
ad
campaigns
localized
for
customers
in
a
15-­‐mile
radius
of
each
locaKon.
Braintree,
MA
Providence,
RI
Boston,
MA

6. THE
RESULTS
-­‐
REACHING
LOCAL
The
overall
adverKsing
budget
was
split
between
radio,
Facebook
and
online
display,
and
Cheeseboy
dedicated
7%
to
local
online
display
adverKsing.
Out
of
the
total
number
of
signups
for
the
event
from
paid
adverKsing,
30%
can
be
aIributed
to
zip
code
targeted
online
display
ads
powered
by
PaperG's
PlaceLocal
plaVorm.
Not
only
that,
tens
of
thousands
of
customers
are
now
aware
of
the
Cheeseboy
brand.
o
700,000+
ad
impressions
o
768
qualified
clicks
o
$1.30
cost-­‐per-­‐click
o
5655
people
showed
up
at
stores
o ~$2.00,
on
average,
were
spent
by
each
customer
on
extras
during
the
event

7. ONLINE
DISPLAY
-­‐>
LOCAL
ONLINE
DISPLAY
Local
online
display
can
reach
a
more
targeted
audience
at
a
lower
cost,
especially
for
demand
generaKon.
Delivery Cost
~$1.50 CPM
Radio ~$4.50 CPM
Based on eMarketer estimates
Direct Mail ~$350 CPM
Based on USPS estimates

8. CHEESEBOY
AND
PAPERG
"Leading
up
to
the
Free
Grilled
Cheese
day
event
we
were
in
need
of
a
fresh
and
cost
effec8ve
solu8on
that
would
help
us
reach
customers
on
the
local
level.
While
search
ads
were
an
op8on,
they
weren't
a
reliable
and
efficient
way
to
connect
with
customers
who
were
unaware
of
the
event
-­‐-­‐
local
display
ads
were”
-­‐
Jeremy
Mar)n,
Head
of
Procurement
"Even
with
a
limited
budget,
we
were
able
to
use
PaperG's
PlaceLocal
pla_orm
to
target
customers
and
provide
a
personalized
experience
for
audiences
in
each
of
our
six
loca8ons.
We
are
very
pleased
with
the
results
and
we
plan
to
dedicate
a
larger
budget
to
online
display
with
PaperG
on
our
ad
campaigns
in
the
future.”
-­‐
Michael
Inwald,
CEO