Moroch
DMA Assessment
Generator
Marketing during a pandemic: a strategic planning tool created by Moroch
What is
the DMA Assessment?
Marketers face hard choices in the months ahead. With the virus’ highly unpredictable trajectory and huge variations of marketing environments on a DMA level, we’ve created this strategic planning tool to help marketers make smart decisions on a local level. It covers media strategy, content strategy, and overall approach at each stage of the pandemic in order to maximize your marketing effectiveness and strengthen your brand.
Here is how we calculate scores
We continuously pull data from each of these sources to create an informed score for every DMA.
Unemployment
Unemployment impacts consumers’ ability to spend, especially on discretionary purchases. The lower the unemployment rate within a DMA, the better the potential is for the economy and businesses.
Political Persuasion
Based on current trends, Republican-controlled states have a higher likelihood of opening up faster than those controlled by the Democratic party.
Political Majority
It’s likely that states with a higher Republican population can make the decision to reopen faster, while states with a smaller majority may see delays from legislative debate.
Rural vs. Urban
Urbanized DMAs have the potential to be heavily impacted by COVID-19 as people are often in closer proximity, whereas more rural DMAs are likely to be less impacted.
Current Lockdown Status
Given the unpredictability of the virus, states are often shifting shelter-in-place orders in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.
Restaurant Opening Status
Throughout the country, states are beginning to allow restaurants to reopen in a phased approach. Although this is subject to change. This will continue to impact consumer sentiment if they feel there may be a potential risk.
Infection Rate
The higher the published COVID-19 infection rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.
Mortality Rate
The higher the published COVID-19 death rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.
