After creating the concept for this ad campaign, I carefully watched the market share (for Texas cities and towns) grow within two years. Nabbing six percent of market share may not seem like much, but remember, the organization already had 90% market share going into the campaign. At that level, pulling in another six percent is huge. Carrying off this feat in two years is dizzying. All I can say about this campaign is that the numbers speak for themselves. By the way, because the organization is a not-for-profit entity, these numbers do not constitute a monopoly.