First, Trinet wanted to lift their brand from obscurity to compete with the larger players such as ADP Total Source. Second, Trinet challenged MDG to achieve a positive ROI. Challenge number three was using the massive reach of television to find a needle in the haystack, a small to medium business owner.
The media plan had to have a balance of highly targeted programming while achieving a frequency level that would create brand awareness. MDG designed and executed a four-tiered plan that involved national cable, program specific buys, advanced TV and broadcast markets.