St. Petersburg, Fl (Nov. 3, 2016) — With 2016 cold and flu season in full-swing and expected to last through the first few months of 2017, Cox Target Media (CTM) recently launched a consumer advocacy website geared toward educating consumers on preventing the spread of viruses and providing over-the-counter (OTC) remedy information. The website focuses on engaging audiences with useful, relatable content and presenting relevant offers that suit their lifestyles and needs. The goal is to increase traffic and conversions utilizing the platform as a helpful resource to connect with consumers.
“To help drive print-at-home coupons for OTC cold and flu products, we’re introducing the world to Frank F. Sullivan, the local ‘office sicky,'” said Jay Loeffler, Senior Director of National Accounts for Cox Target Media. “The campaign will be brought to life with Frank and give audiences a chance to connect with a person, rather than a brand, and find tools to help them stay healthy throughout the cold and flu season – in other words, ‘Don’t Be a Frank!'”
At the center of the campaign is dontbeafrank.com, a site with a live flu tracker, consumer tips for avoiding or enduring cold and flu symptoms and, of course, discounts and offers on OTC cold and flu products. CTM will also be leveraging much of the user-friendly content found at knowyourotcs.org, a site published by the Consumer Healthcare Products Association (CHPA) Educational Foundation.
The campaign will include several humorous videos of Frank in the office annoying his co-workers with his coughing, sneezing and general presence. The website will share Frank’s story via video, and encourage consumers to call out their own “office sicky” story via Twitter. In addition, helpful consumer content from the CHPA and funny Frank videos will be shared socially, driving traffic to the site.
Consumers who visit the site will also be able to see if the cold and flu is present in their area via the live flu tracker and click through to find offers for products that aid in the prevention and treatment of the cold and flu. All of this combined content will be shared through a network of more than 1,000 bloggers, social influencers and via social media. The extensive social network will also be leveraged to promote various product offers.
For more information, visit dontbeafrank.com.
About Cox Target Media
Based in St. Petersburg, FL, Cox Target Media (CTM) is a national direct marketing company that offers targeted marketing solutions to identify and engage specific shopper segments. We provide marketers with keen insights into how consumers think and behave when shopping and buying. CTM’s mass reach – coupled with powerful, precise targeting and true consumer insights – drives measurable-buying transactions across verticals, including consumer packaged goods (CPG), over-the-counter (OTC) and omnichannel retail. CTM is the parent company of Valpak, one of North America’s leading direct marketing companies, and Savings.com, a leading online source for savings. CTM is a subsidiary of Cox Media Group in Atlanta.