Problem How can PBS Crawl Space compete against a larger competitor in the market? Solution By advertising where their competitor wasn’t. Background PBS Crawl Space faced a competitor who dominated the market. Their competitor spent a lot of dollars advertising on all media except out of home. This gave PBS a chance to stand out where their competitors were not advertising. Objective Their goal was to raise awareness in the marketplace and inform residents that their prices were lower than their competitors, ultimately bringing them new customers. The target audience was homeowners with a household income of $50,000. Strategy To spread their message across town and build awareness, PBS used a rotary poster program. Posters were used because they provide high frequency. Poster

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