Outdoor advertising
Trucks with LED screens along Moscow's ring roads and business districts at rush hour. A five-slide reel with the region's key figures and a QR code to the portal.
OTS · CPM
← All work
Public sector · Chukotka · since 2024
Digital infrastructure of Chukotka
The region's investment portal, the department website, procedure navigation and an advertising campaign. The portal was taken over at mock-up stage and carried through to public launch.
1st place
Result
Five months after I joined, chukotka-invest.ru took first place in the category of non-profit and state organisations at the Runet Rating 2024 awards. Twenty-nine websites competed in the category; second place went to the website of the Ministry of Finance of Russia.
Numbers
36%open rate of targeted campaigns to senior decision makers
4+regional digital resources under unified analytics
3portal languages: Russian, English, Chinese
44tasks in the first two months, 136 hours logged
1,500+international events analysed for the strategy
4 OSfull portal testing: iOS, macOS, Windows, Android
Regional resources
The links open the real websites - you can check themScope of work
- Investment portal: taken over at mock-up stage and carried through to public launch, coordinating development together with the head of the department. Runs in three languages.
- Website of the Department of Economy and Investment: everything except the code - structure, content, UX/UI mock-ups in Figma, specs for the developers.
- Thirteen procedures for an investor dealing with public authorities, turned from legal text into clear flow charts with the deadline of every step.
- Targeted email campaigns on behalf of the governor, using verified Forbes and RBC-500 lists.
- Monthly analytics dashboards covering four or more of the region's digital resources.
- Regional marketing strategy: the 2025 plan was delivered in full.
Advertising campaign
The campaign was designed: media plan, channel economics and creatives. The email channel ran (36% open rate), the other channels are ready to book - what follows is a media plan and a model, not a report on placements. Part of the marketing strategy of Chukotka. The task: attract private investors into priority industries - hospitality and subsoil use - and drive traffic to the investment portal. Every channel was designed around a measurable result: reach, cost per thousand contacts, response rate and cost per lead. Digital touchpoints carry UTM tags, so the path from impression to application is visible end to end.
Direct mail
Premium personal packs for decision makers from a verified list: a governor's letter with gold foil, a brochure, a sticker pack and a QR card.
Response rate · CPLBanners with UTM
Display banners on investment and industry platforms. Every link is tagged, so a click can be traced through to an application.
End-to-end analyticsBusiness media
News hooks and publications in business media and on subsoil-use industry portals. The package is prepared for each investment season.
PRWhitepaper and decks
Investment decks for four industries in Russian and English; a whitepaper as a lead magnet. One style, following the regional brand book.
Content marketingProcedures visualised
Thirteen investor procedures plus public-private partnership and concession schemes.
Procedure UX
Interactive model
Outdoor media plan: LED trucks
Promoting the region's investment potential with digital trucks along the ring roads and business districts, at rush hour when traffic crawls and exposure peaks. Move the budget:
Formulas
- Hours = Budget ÷ RUB 20,000 per hour
- Trucks = 2 if the budget is at least RUB 600,000, otherwise 1
- Days = Hours ÷ (4 hours a day × Trucks)
- Reach (OTS) = Hours × 7,000 contacts per hour
- Unique reach = OTS ÷ frequency of 1.8
- CPM = Budget ÷ OTS × 1000
| Campaign budget | |
|---|---|
| LED truck rate | |
| Exposure hours | |
| Trucks running | |
| Schedule | |
| Contacts per hour, estimate | |
| Campaign reach (OTS) | |
| Average contact frequency | |
| Unique reach | |
| Cost per 1000 contacts (CPM) |
| Entry | Base | Maximum | |
|---|---|---|---|
| Budget | |||
| Trucks | |||
| Hours | |||
| Reach (OTS) |
Why this matters: outdoor advertising is judged by reach and cost per thousand contacts. That shows what every rouble bought, rather than just how much was spent.
Interactive model
Direct mail model
An image mailing on behalf of the governor: a kraft envelope, a letter on designer paper with gold foil, a sixteen-page brochure, information sheets, a sticker pack and a QR card. Move the print run:
Formulas
- Variable cost = Run × RUB 6,583 per pack
- Total = Variable cost + RUB 9,375 for the foil die, one-off
- Delivered = Run × 80-90%
- Leads = Read × response rate (12-28%)
- CPL = Total ÷ Leads
| Variable costs | |
|---|---|
| Foil die, one-off | |
| Cost of one pack | |
| Project total |
| Conservative | Optimistic | |
|---|---|---|
| Packs delivered | ||
| Materials read | ||
| Response rate | ||
| Leads generated | ||
| Cost per lead (CPL) |
Why this matters: a premium physical object sent by a public official cuts through digital noise and reaches the decision maker directly. The economics are measured by response rate and cost per lead, not by print run.
A procedure as a chart
Regulatory procedures are hard to read. I turned thirteen of them into flow charts: the investor sees the route, the deadline of every stage and the decision point. Here is a public-private partnership project initiated privately.
01Proposalprivate initiative
02Efficiency assessmentup to 90 days
03Decision to proceedup to 30 days
04Competing applicationsyes - tender, no - direct agreement
05Agreementup to 30 days
Why this matters: a clear chart removes the main barrier to entry, which is fear of the procedure. The investor sees the whole path and its deadlines instead of scattered clauses.
Files
LED campaign conceptmedia plan for a public client
DOCX
Direct mail conceptfull mailing plan with budget and KPIs
DOCX
Regional marketing strategypromotion strategy, 20 pages
PDF
Whitepaperexpert material used as a lead magnet
PDF
Investment deck: wind energysample industry deck, in English
PDF
Investor procedureland lease, procedure flow chart
PDF