Client: Concrete & Crawl Space Repair Specialists

Location: Northern Florida

Target Market: Jacksonville

Summary:
As a first-year client with RCG Contractor Marketing, RCG provided a “deep dive” evaluation of the marketing spends across all vendors within the target market. RCG presented a new strategy and recommendation for the client to consolidate marketing dollars into a one-medium campaign to maximize reach where the greatest potential of quality audience conversions could be found.

Objective:
Focus strategy to increase qualified call-in leads without losing the recall message established by spends with former vendors. Reinvest ROI revenue into additional markets to continue cycle of growth.

Strategy:

• Consolidate marketing dollars to one concentrated media type.
• Align the invested spends in key programming with high homeowner demographics.
• Create a consistent schedule across a monthly, quarterly and one-year period.

Results:

• 42% increase in overall leads
• 15% decrease in cost per lead
• 19% increase in market expansion investment