Case Study

Western Michigan

32% increase in overall leads

Over the course of 24 months, RCG Contractor Marketing helped expand the overall services footprint and branding outreach of our client in Western Michigan. In order to grow their existing service area, strategies included streamlining creative, eliminating tracking inefficiencies, and optimizing media across their existing DMA’s (Designated Market Area). As a result, RCG helped total leads grow by 32% with only a corresponding 14% increase in investment. Subsequently the client’s growth allowed them to expand into 4th market DMA.

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Objective and Focus

Focus strategy to build top-of-mind awareness for homeowners within the target demo, along with driving direct response lead outcomes for those homeowners with immediate need for the client’s services.

Strategy

  • Optimize reach and frequency across four markets.
  • Use strategic flighting of media to create a year-round consistent market presence.
  • Match messaging to programming and season to maximize lead generation.
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Results

  • Expanded to new market
  • 32% increase in overall leads
  • 14% increase in media investment

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