Case Study: Wallcovering Installers Association
“I hope you are comfortable, because this is the part where I gush about how — after decades around this group — I get to say these assets are the most remarkable documents/sales pieces/education assets that we, as a group, have ever had. And “remarkable” does not do proper justice to your effort.
I had to wistfully pause after reading the initial Max assets…to realize that for new prospects, this image will be their impression of this organization–is beyond what we ever imagined.
It is as if you took an aging stage actress, drifting in her career, and with a little charm school polish, a few new head shots…you have revitalized everything to allow her to find that long misplaced true potential.”
~ Greg Laux
WIA’s membership will decrease 63% in eight years and they have no marketing efforts in place. They’ve given themselves a five year window to build a sustainable framework.
We proposed full service Marketing Automation to help them bridge the retention gap with recruitment strategies. We implemented automated personalized lead funnels, defined personas, and organized lead scoring components to gain insight into the sales cycle and easily create landing pages and email assets to put out into the market. We studied real members’ profiles to determine a focused picture to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and distributed across organic and paid channels.
We created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In 3 months we produced 48 leads (one new member), increased web traffic 27%, and produced 12 blogs, daily social posts, and contests to drive community engagement. We set expectations for baseline metric establishment for this program with real results exponentially increasing after 12-18 months of running the program.
We determined a Max mid-level installer persona and a Nico new installer persona.