YAKIMA, WA – PASCO, WA – RICHLAND, WA – KENNEWICK, WA

The weighted score is obtained by evaluating each key metric and calculating the overall impact on consumer behavior.

6

PHASE: Scared

As an area hard hit by COVID-19, this population of consumers has been directly traumatized. With potentially high job loss and the knowledge of someone near them being affected, they prioritize their safety over the need to return to retail experiences that aren’t seen as truly essential.

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Unemployment Rate

Rural vs Urban

Political Persuasion

Politcal Majority

Restaurant Opening
Status By State

Current Lockdow
Status By State

Death Rate

Infection Rate

Unemployment Rate | Score: 1

1 = most impact, 5 = least impact

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.

Data through August 31, 2020

Rural vs. Urban | Score: 2

5 = more rural, least impact; 1 = more urban, most impact

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.

Political Persuasion | Score: 5

5 = Republican, 1 = Democrat

Based on current trends, Republican-controlled states have a higher likelihood of opening up faster than those controlled by the Democratic party.

Political Majority | Score: 4

5 being the highest, 1 being the lowest

It’s likely that states with a higher Republican majority can make the decision to reopen faster, while states with a smaller majority may see delays from legislative debate.

Infection Rate Percentage | Score: 1

5 being the lowest, 1 being the highest

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.

Data through Oct. 4, 2020

Death Rate Percentage | Score: 2

5 being the lowest, 1 being the highest

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.

Data through Oct. 4, 2020

Lockdown Status | Score: 2

5 = no lockdown; 3 = lifted; 2 = partially lifted; 1 = still on lock down

States are beginning to relax shelter-in-place orders in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.

Data through Oct. 4, 2020

Restaurant Opening Status | Score: 3

5 = fully reopened; 3 = dine in with limits; 1 = carry-out only

Throughout the country, states are beginning to allow restaurants to reopen in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.

Data through Oct. 4, 2020

Communication Tone | Empathetic, helpful, kind

Therapeutic and warm. Messaging should feel like a safe space.

Consumer Sentiment | Vigilant but frustrated

Consumers are highly concerned about individual and public health. Remaining at home with reliance on online media, entertainment, and social connection. Spending cautiously and willing to cut back as needed. Fear of the unknown and the known is causing people to feel overwhelmed and anxious.

Media Approach | Be as flexible as possible.

Consumers have increased their engagement with digital, resulting in additional opportunity across display, paid search, paid social, and video. All of these areas, with the exception of video, have also seen decreases in costs, which allows for additional flexibility. Video should be used cautiously based on the ability to produce appropriate messaging that continues to evolve as environment do.

 

Minimal impact to media from political activity as communities continue to manage uncertainties in their near-term. Performance of media will likely vary greatly from pre-COVID benchmarks.

Channel Recommendations

These recommendations provide general guidelines when determining the most effective channels during each phase of the assessment. However, every market is unique and typically requires a more comprehensive evaluation to build an optimal plan. If you would like to discuss creating a data-informed, customized plan for one of your markets, we’d be happy to talk.

TV

Not Recommended

Radio

Proceed With Caution

Print

Not Recommended

Out of Home

Not Recommended

Online Video

Highly Effective

Paid Social

Highly Effective

Streaming Audio

Proceed With Caution

Display

Highly Effective

CTV/Streaming Video

Highly Effective

Paid Search

Proceed With Caution

Influencer

Proceed With Caution

Experiential

Not Recommended

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.