TMP Directional Marketing

New York-based TMP Directional Marketing, LLC (TMPDM) was the world’s largest local-search agency, based on total yearly revenue, until its closure in Spring 2011. TMP Directional Marketing formally filed for bankruptcy in Delaware on December 5, 2011.
Founded in 1967 as a print Yellow Pages firm, it now specializes in offline-, online- and mobile-search solutions for national brands looking to acquire customers in local markets. Some of the brands TMPDM has worked with include Farmers Insurance Group of Companies, Public Storage, Overhead Door Corporation, Children International and Sunrise Senior Living.
For its work with Sunrise Senior Living, TMPDM received . Also in 2010, TMPDM was awarded with a for its Children International campaign.
TMPDM once operated in 11 offices across the U.S. and Canada.
History
TMPDM was originally founded as in 1967. At that time, the print Yellow Pages industry was at its zenith, and TMP Worldwide was dedicated to directory advertising for large clients.
By the 1980s, TMP Worldwide was the first to develop mapping-technology services. It also reported $200 million in annual billings.
In 1993, TMP Worldwide partnered with Don Tendler of Davis & Dorand to form a new Recruitment Division. Then, in 1995, the Recruitment Division acquired The Monster Board and Online Career Center (OCC), which were regarded for their career Web sites. In fact, Monster offered an industry-first job search, public resume database and job-alerts system via the Internet. The acquisition prompted TMP Worldwide to go public a year later (NASDAQ: TMPW). During that same year (1996), TMP Worldwide became the first in the industry to develop interactive-advertising solutions for local search, and it began building clients’ Web sites.
In 1998, TMP Worldwide expanded its Recruitment Advertising network through several more acquisitions, making it one of the world's largest recruitment-advertising agencies.
As the company grew, two of TMP Worldwide's properties, Monster Worldwide and the OCC, merged to form Monster.com in 1999. In 1999, TMP Worldwide also acquired New York-based IN2, an online-search agency with proprietary ClickMaps technology. Then, it hired the team that developed SEO for the Monster network of properties.
In 2000, Monster bought JOBTRAK (later renamed as MonsterTRAK), a partner with nearly 1,500 university and college career centers. Based on the understanding that career searches can lead to residential relocation, Monster also acquired Monstermoving.com that year.
In 2001, TMP Worldwide joined the S&P 500.
In 2003, TMP Worldwide was officially renamed Monster Worldwide, Inc. (NYSE: MWW); Monster Worldwide and TMP Worldwide operated as sister divisions. Today, Monster Worldwide is the parent company of careers site Monster.com.
In a series of local-management buyouts, TMP Worldwide’s management and a private firm teamed together in 2005 to purchase the agency from Monster Worldwide. This transaction spun the formation of an independent marketing firm, called TMPDM.
In 2009, TMPDM formed a stand-alone, interactive-services division — 15miles — to address its clients’ growing need to develop a search presence within the digital marketplace. Today, TMPDM and 15miles work in tandem to generate sales leads for nearly one thousand clients (including Fortune 500 companies) by integrating offline-, online- and mobile-marketing solutions into cross-channel marketing strategies.
Services
TMPDM is founded on the premise of directional marketing. Unlike direct marketing, which sends advertising directly to unsolicited consumers without going through traditional channels like TV, directional marketing is primarily initiated by consumers. Instead of businesses seeking out consumers, directional marketing means consumers seek out advertising to aid in their purchase decisions and to identify potential vendors with which to do business.
Today, this form of marketing is often called search marketing (or local-search marketing, depending on the objectives). As new media, particularly online platforms such as search engines, was introduced in the marketplace during the 1990s and 2000s, search marketing was opened up to search-engine marketing (SEM).
Considering that consumers today search across a diverse mix of media, from offline to online, TMPDM specializes in a variety of integrated, directional solutions across multiple platforms:
Offline
• Placement analysis
• Print Yellow Pages media planning and placement
• White Pages listings management
• Directory-assistance placement and management
• Co-op program management
• Call tracking
• Award-winning advertising design
• Targeted coupon mailers
Online
• Campaign planning
• Development of Web sites, landing page and microsites
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• Search-engine optimization
• Optimization and management of local-business listings
• Social-media marketing
• E-mail marketing
• Online-video production and placement
• Internet Yellow Pages and White Pages
Mobile
• Mobile Web sites
• Paid mobile-search listings
• Local-business listings and feed management
• Mobile mapping and search navigation
• Ad-supported directory assistance
People
TMPDM’s Executive Committee includes:
• Michael Flanagan, President/CEO
• Gregg Stewart, Senior Vice President of Interactive
• Michael Glefke, Senior Vice President of Strategic Account Planning
• Kristen Spence, Senior Vice President of Client Services
• John Jordan, Senior Vice President of Business Development and Client Strategy
• Monica Ho, Senior Vice President of Marketing
• Ross Gilbert, Vice President of Operations
• Tim Nugent, Chief Financial Officer
• Julie Hofmann, Director of Human Resources
Publications
TMPDM is well known for its annual Local Search Usage Study, which is conducted in partnership with metrics-reporting company comScore. The focus of this study is to measure year-over-year changes in consumers’ search behaviors across a variety of search platforms. By gauging media preferences, brands can better relate to consumers where and how they are searching. The annual results can be downloaded at LocalSearchStudy.com.
TMPDM also publishes a monthly e-mail newsletter, titled StraightForward. In addition, it operates a blog, called Search Perspective, in conjunction with its interactive-services division 15miles. Other resources include white papers, case studies, press releases and online articles.

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