Case Study: Wallcovering Installers Association

Client: WIA

“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

Challenge:
WIA’s membership will decrease 63% in eight years and they had no marketing efforts in place. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
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 member’s 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.Screen Shot 2018-05-22 at 7.41.33 PM

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Results:
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.

Assets:
We determined a Max mid-level installer persona and a Nico new installer persona.

Max Persona:
Screen Shot 2018-05-22 at 7.40.43 PM
 Example Max Nurture Stage: Email + Landing Page + eBook
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Nico Persona:
Screen Shot 2018-05-22 at 7.40.50 PM
Example Nico Nurture Stage: Email + Landing Page + eBook
Screen Shot 2018-06-04 at 2.12.20 PM
We determined that we needed a wider net and set a budget. We decided Google Search and Instagram Ads were the best channels to focus our lead magnets on.
Screen Shot 2018-05-22 at 7.40.58 PM
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We’ve  grown our audience organically 15% in 8 weeks with regular posts, engaging with our members, associate members, sharing contests, and like-audiences posts.
Screen Shot 2018-05-22 at 7.41.11 PM
We’re regularly posting blog content that we share and distribute across social weekly, while driving readers to lead magnets.
Screen Shot 2018-05-22 at 7.41.19 PM

 

 

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