NSA Media Group, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning, print & digital
|Main Telephone||(630) 729-7500|
|Main Fax||(630) 241-8553|
NSA Media Group, Inc. Contacts
Sample of Associated Brands
|Shannon W.||President, Account Service||IL|
|Susan S.||Vice President & Director, Human Resources||IL|
|Randy N.||Vice President, Business Development||IL|
|Katie K.||Vice President, Account Director||IL|
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Score 36 - Future Possibility: Stein Mart CEO out after six months
Subject: digital, social, broadcast, omnichannel, e-Commerce
Opportunity: After just six months, Stein Mart CEO (and chief merchandising officer) Dawn Robertson has resigned. Until a permanent replacement is named, SM's president and COO Hunt Hawkins will serve as interim CEO. No official reason was given for Roberson's departure, but in a preview of its Q3 results, SM noted that same-store sales were down 4% and alluded to "missteps." In the release, Hawkins also said SM believes in the new merchandising strategies it has implemented, but acknowledged they had been implemented too rapidly, proving to be "challenging" for its customers.
Remember that in May's Q1 earnings call, Robertson said that SM was developing a new marketing strategy in order to reach new customers (more here). This includes a "detailed" digital marketing component to improve search engine marketing/SEO, omnichannel opportunities, social media marketing, mobile and "more."
Even with Robertson's departure, these new marketing efforts should continue. Sellers - this opportunity is pretty straight-forward. Digital, social and mobile sellers whose focus is 30-to-70-year-old women with a “younger mindset” (more below) should be reaching out now.
Agency readers, a new leader could signal other executive changes down the line, which in turn could trigger roster reviews. Reach out, for sure, since the plan is to engage in new marketing efforts, but don't be surprised if this opportunity requires your long game. NSA Media handles media buying and planning..
Target Audience: Stein Mart is currently working on a strategy to attract the modern customer that includes our current demographics and “a slightly younger attitudinal customer.” Robertson pointed out that other retailers have tried to change their customer in the past, often with little success. “[Stein Mart],” she said, “[is] mindful of this, and we’ll certainly go about it very cautiously, not alienating our current customer base, while testing this younger thinking for our longer-term growth.”
Keep in mind that Robertson said the company is going after a “younger attitudinal customer” versus just young. she clarified: “This is not a focus on millennials at all, so don’t even think that. But it’s more about more modern product, modern product that women who go from 30 to 70 would wear. So it’s not necessarily an age, but more about modern product, and when we identify the vendors that will even help you understand it even better.”
Media Spend: According to Kantar Media, Stein Mart spent $16.8 million on measured media in 2015. The most money was allocated to print ($9.2 million) and broadcast ($6.8 million).
Digital Breakdown: Pathmatics reports that SM has spent $60,000 on 53 desktop ads through Q3 2016 (9.2 million impressions). Most of these ads - 80% - were placed site direct, while the remainder were placed through Google AdX + AdSense (19%).
Top desktop destinations include newsobserver.com. This is roughly 50% less than the same period 2015 ($126,900; 21.1 million impressions).
SM has only spent $3,000 on mobile and video ads combined this year (322,000 impressions).
1200 Riverplace Blvd.
Jacksonville, FL 32207
Senior Vice President, Marketing & Advertising
(904) 346-1500 (Asst: Jackie)
Manager, e-Commerce Marketing
Director, Advertising & Marketing