Challenge
Ram Jack by American Leveling desired to increase their brand awareness, compete with low priced, low-quality competitors crowding the market and improve upon years of stagnating sales. They also sought to increase their client base in the Oklahoma City Metro area and improve their aesthetic throughout their brand, utilizing photography and web design.
Idea
In order to meet the challenge, we utilized digital and traditional media to raise brand awareness, created quality creative assets, generated leads to increase sales and transitioned the company’s name to harness the combined power of Ram Jack and American Leveling brands. In addition, we continually measured the results and adjusted our strategy accordingly.
The Campaign
Through this campaign, we illustrated the difference between competitor’s piering process and Ram Jack’s process and defined what failed pier installation is. To convey this we created and deployed the tagline:
“The right choice when you only want to make one choice.”
In addition, we communicated Ram Jack’s 80-year history in the business, emphasizing the reliability of their lifetime warranty with the tagline:
“A lifetime warranty from a lifetime company.”
The Platforms
To achieve the client’s goal we employed multiple platforms. Campaign elements were incorporated into the website redesign to enhance the conversion rate. Broadcast TV, radio and direct mail were utilized to reach a large audience of potential clients. Audiences were targeted by demographic, geographic and interest strata through digital platforms (Google Network and Display Networks). We increased the number and quality of ratings and reviews, as well.
Campaign Assets
In order to execute the campaign, we created visually engaging
and informative assets highlighting Ram Jack’s process differentials.
The assets created were in the areas of:
CONTENT WRITING
GRAPHIC DESIGN
VIDEO
PHOTO
DIGITAL
SOCIAL
Graphic Design
Our design team crafted badges, icons and video support materials,
as well as digital ads for the campaign. See samples of our work below:
Content Writing
Our content team updated the client’s website to support and emphasize
the campaign messaging. Scripts were created for video production and copy
was written for the digital campaign. See samples of our work below:
Ram Jack - TV :30 - Animation - Script
Ram Jack - Radio, TV - YELLOW PAGE - :30 – Script
Video
Visually engaging and informative video was created to
highlight the structural advantage of Ram Jack’s pier driving process.
Photography
Our award-winning photography team created a bank of images curated to support the
campaign messaging, which we then integrated into the client’s website to support the campaign.
Additionally, we utilized these images within digital platform marketing.
Digital
Through website visitor retargeting and audience targeting
via paid ads on Facebook, we harnessed the digital space to
support the client’s campaign. We also employed Search Engine
Marketing (SEM) and increased volume and ratings of reviews.
Year-to-Date Digital Data (2019)
Website Sessions: 6.2K | Facebook Page Clicks: 1.9K | Facebook Page Likes: 1.5K
Social
Through organic posting on Facebook and Instagram,
we used the social space to support the client’s campaign.
