Integrated Marketing Campaign

Developing a plan to spread the word about a new amendment that impacts customers.

An amendment to New York parking codes called for a change in regular garage inspections. We helped StructureCare®, a parking garage engineering, restoration, and preventative maintenance provider spread the word.

The Challenge

StructureCare® had a whole team of engineers ready to inspect the impacted garages, but they weren’t sure how to contact owners and operators who might require their services. We needed to devise a plan to pinpoint their audience, inform them about the new amendment, and provide them with an inspection and follow-up work to help them comply.

Our Strategy

We started by data mining a commercial mortgage database to assemble a potential list of garage owners and operators. We then verified each lead and organized them to help StructureCare® reach this new audience and build out new sales territories to serve them.

Alongside this internal strategy, we released a PPC campaign, digital landing page, and waterfall campaign of direct mail pieces to send out to potential customers over the next three months. These direct mail pieces progressively provided information to garage owners and operators as the deadline neared, all branded with a brand new, law-specific identity.

We finished the project off by reskinning all of their process documentation and client materials for consistency with the rest of the law-related collateral.

The Results

This campaign served as a conversation starter for many potential clients in the New York market, and has opened doors to educate these owners and operators on the other services StructureCare® offers. While the New York amendment and its enforcement are still pending, StructureCare® was able to get ahead of the official announcement to help garage owners budget and prepare. Perhaps most importantly, the entire campaign was designed with scalability in mind so that StructureCare® can replicate the strategy as new states adopt similar amendments.

“We came to Tower in need of a campaign but left very little time for planning, design, and execution. Tower’s vertical integration of various marketing skill sets allowed them to expedite the planning process and quickly deliver on a first class campaign that captured the essence of our brand perfectly.”

John McCormick, General Manager, StructureCare®

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