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

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PHASE:

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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 = 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:

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 = 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:

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:

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:

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:

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:

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 |

Consumer Sentiment |

Media Approach |

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.

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.