Case Study

Thrasher Foundation Repair’s Denver Debut

In 2022, Thrasher Foundation Repair sought to expand its footprint by launching its renowned foundation and concrete repair services in the Denver area. Leveraging their strong Midwest reputation, Thrasher aimed to introduce themselves to Denver communities, build awareness, generate leads, and convert new customers.

Background

Thrasher Foundation Repair is a well-established name in the Midwest, known for their expertise in foundation and concrete repair. With a solid track record and a strong brand reputation, Thrasher decided to bring their services to the Denver market, aiming to replicate their success in this new region.

Objectives:

  • Create awareness of Thrasher’s foundation and concrete repair services in Denver.
  • Drive leads and convert new customers.
  • Leverage Thrasher’s Midwest reputation to build trust in a new market.

Challenges

Entering a new market posed several challenges for Thrasher, including establishing brand recognition and trust in a community unfamiliar with their services. The campaign needed to effectively introduce Thrasher to Denver residents and differentiate their offerings from local competitors.

Strategy and Execution

RCG developed and executed a comprehensive media plan to ensure a successful market launch. The strategy included:

 

  1. Creative Messaging:
  • Developed messaging focused on warning signs for homeowners needing foundation repair, emphasizing the importance of early detection and professional solutions.

 

  1. Full-Production Ad Shoot:
  • Conducted a two-day shoot to produce new footage featuring Thrasher trucks navigating through Denver, capturing iconic locations downtown and in the nearby mountains.
  • Included scenes of project work, skilled craftsmen, and Thrasher employees interacting with homeowners, educating them on available services.

 

  1. TV and Streaming Video Spots:
  • Produced a series of 15 and 30-second TV and Streaming video ads.
  • The ads highlighted Thrasher’s expertise, showcased their presence in the Denver area, and reinforced their commitment to customer education and quality service

Results

The campaign successfully introduced Thrasher Foundation Repair to the Denver market, achieving significant results within six months:

  • Thrasher experienced substantial growth in their designated market area (DMA).
  • The Denver launch became a model for future expansions, demonstrating the effectiveness of the strategic media plan and creative execution.
  • RCG and Thrasher will continue their partnership to produce similar campaigns for new and existing regions.

 

 

Thrasher Foundation Repair’s entry into the Denver market illustrates the power of strategic media planning and compelling creative execution. By leveraging their Midwest reputation and showcasing their expertise through targeted advertising, Thrasher successfully established a strong presence in Denver. 

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