Ad Council

The Ad Council, known for iconic public service campaigns like Smokey Bear and Love Has No Labels, needed to improve audience acquisition and build a robust system for measuring campaign success.

The organization turned to MOD+Co to enhance its marketing technology and sales strategy in a rapidly evolving digital landscape.

The engagement was structured in two phases to ensure a scalable and sustainable transformation.

Capabilities

Industry

Public Service Advertising

Go To Market

Lead Lifecycle Optimization

Lead Generation

Technology

MarTech Strategy

MarTech Audit

MarTech Activation

01

From Outbound to Inbound

The collaboration began with a critical shift in the Ad Council’s sales approach: moving from traditional outbound marketing to a content-driven, inbound strategy.

02

Assessing Demand Generation and MarTech

MOD+Co conducted thorough demand generation and MarTech assessments.

03

Modernizing the Data Architecture

MOD+Co modernized the Ad Council’s data architecture to enhance audience segmentation.

This laid the groundwork for the second phase and for measurement going forward.

04

One Salesforce Instance

MOD+Co unified the Ad Council’s CRM systems into a single, cohesive Salesforce instance.

Event management, media planning, and contact management tools were integrated into it, so every team works from one record.

The Results

MOD+Co’s strategic updates aligned the Ad Council’s people, processes, and technology, ensuring ongoing organizational growth and impact.

Leads increased more than 500 percent.

The organization has a MarTech roadmap to follow and an opportunity process that supports it.

Let’s Work Together

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