The Challenge
StructureCare® is a parking garage engineering, restoration, and preventative maintenance provider based our of Lancaster, PA. With a service area focused in Pennsylvania, New Jersey, and New York, StructureCare® is always looking for ways to provide preventative support and guidance to their customers. In August 2018, there was an amendment to the New York Parking Codes, Rules, and Regulations that specified all owners and operators of parking garages had to have their structures inspected at least every three years. StructureCare® needed help identifying those impacted, educating them, and providing them with a solution of compliance.
Our Role
Tower started by collecting a list of potential clients through data mining a database of commercial mortgage data. From there, we were able to identify the areas of impact that StructureCare® could use to build out sales territories and plans. This lead list was also what was used for the waterfall direct mail campaign that would be carried out three months prior to the first law amendment deadline.
The direct mail pieces that were created for this campaign had a specific New York Law StructureCare® logo that would be used to help stitch together all of the initiatives surrounding this campaign. From there, our direct mail pieces were put together to start out with broad messaging that got progressively more specific and detailed about how StructureCare® can help now and in an ongoing manner.
All of our efforts directed users to a landing page that was created in partnership with the I/T team at StructureCare®, including a PPC campaign. While the print media was targeted to a niche audience that was hand-cultivated, the PPC campaign was to appeal to a wider audience that may have heard about the update to the law, but was not on the targeted list.
As a final wrap up to the project, we also worked with the business development team at StructureCare® to ensure that all of their process documentation and client materials were updated to have a consistent look and feel of their brand.
Services
Reach current and potential customers through an automated email marketing campaign at the perfect time.
Add a boost to reach a new demographic or geographic area that strategically aligns with any business goal.
Depending on your audience, a more traditional marketing method may make the most sense for success.
Engage your audience to help increase brand awareness, grow your target base, or simply celebrate a milestone.
Your logo is the first, and most important, impression your company can make. It's important that it tells your story.
Visually appealing content is in high demand and is a popular type of content to build emotional connections.
Website design goes hand-in-hand with a sleek user experience. To make sure every visit is pleasing, we focus on every element with detail and scrutiny.
John McCormick, General Manager, StructureCare
The Results
Since the launch of this campaign, StructureCare® has been able to utilize all of the collateral to start a conversation with potential clients in their New York market. They’ve come to find out that a majority of the clientele they are having conversations with are unaware of the law and StructureCare® is able to use it as a means to opening the door to all of the services they offer. The enforcement of the law on a governmental level is still to be determined, which is allowing some flexibility on the owner / operator. The material and campaign structure that we created for New York state will be evergreen for StructureCare® as well as repeatable as other states adopt a similar amendment.