Challenge: The Massachusetts Convention Center wanted to understand the impact of its advertising in the marketplace and insure its tracking vehicle used “best practices”.

Objective: Plan-it consulted with the Massachusetts Convention Center to evaluate and update the organization’s Advertising Tracking Study, ultimately to ensure the study encapsulated the critical measures that would help MCC monitor and effectively plan its future communications.

Solution: Plan-it provided consultation regarding key marketplace indicators that should be measured to track advertising effectiveness for the organization’s communications moving forward.

Result: The new tracking questionnaire was implemented and became the foundation for the organization’s current tracking study.