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William Shaw & Associates was looking to attract homeowners who were looking to make significant updates to their homes. These larger projects needed to be within their service area which included near town high-end neighborhoods.
Target
Upscale consumers, HH Income $200k+, who live near town and have the interest and wherewithal to afford large remodeling projects.
Media: Playbill Magazine
Objectives:
Build name awareness and positive brand perception with targets. Generate traffic to website, and qualified leads.
Strategy:
Create ads that tied to the theme of each performance while highlighting the benefits of remodeling and positioning William Shaw & Associates as an experienced expert and cultured patron of the arts.
Target:
Upscale consumers, HH Income $200k+, who live near a an upcoming William Shaw & Associates remodeling project.
Media: Hand Delivery
Objectives:
Build name awareness and positive brand perception with targets. Generate traffic to website, and qualified leads.
Strategy:
Hang introduction door hangers that let homeowners in a close proximity to an upcoming remodeling job know that William Shaw & Associates will be in the area, and wants to be a good neighbor. Within the creative, give contact information for use if any issues arise, and capability information on the back side of the door hanger.
Target:
Upscale consumers, HH Income $200k+, who live near a recently completed William Shaw & Associates remodeling project.
Media: Direct Mail
Objectives:
Build name awareness and positive brand perception with targets. Generate traffic to website, and qualified leads.
Strategy:
Send just finished postcards to homeowners in a close proximity to recently completed remodeling jobs. Within the creative, show before and after photos and describe what changes were made to the home. Also included was basic information on William Shaw & Associates. |
