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.

Moroch is here to help

Moroch is a full-service agency specializing in connecting the dots for multi-unit marketers. We’ve spent 40 years crafting brand strategies and local market plans that amplify your efforts and resonate with customers. We like to say that local is our super power because we don’t just do local marketing, we live local marketing.

Developing the right market strategy in the current environment is a true challenge. At Moroch, we specialize in helping clients including McDonald’s, Midas and Planet Fitness create audience-first strategies designed to get the most out of every market.

If you’re interested in having us do a deeper dive into your specific DMAs or run a market-by-market analysis we can make that happen. Just fill out the form or email Kelly Correia directly.