OVERVIEW:
COIT Cleaning and Restoration is a service franchise business that has been serving consumers for 70+ years and has a presence in more than 106 markets nationwide. Having run national TV campaigns since the 1980s, COIT began implementing a local approach to its marketing strategy in 2018 to support its franchisees in select markets, including Houston. The company’s goal was to increase the number of service calls, revenue per job, and website traffic in the areas near franchise locations.
STRATEGY:
Effectv’s Houston team worked with COIT to develop and consistently optimize an advertising plan focused on reaching affluent homeowners in the local geographic areas that were important to this franchise location.
- With the start of Covid-19, our team leaned into two key data sources to inform the campaign’s geographic and audience strategy. Using COIT’s Google Analytics insights, we identified top or emerging communities in Houston for web traffic and monitored changing visitor demographics. We also regularly compared that against COIT’s sales data for geography and customer base.
- We used insights from Comcast first-party aggregated viewership data to build a robust data-driven campaign to deliver COIT’s video message to its target audience within premium TV content across all viewership platforms – traditional live TV, on demand, and streaming video.
- To boost reach, scale, and engagement, the plan was supplemented with sports and other high-value programming like the MLB postseason, Bravo’s The Real Housewives franchise, and Hallmark’s Countdown to Christmas which coincided with COIT’s peak season for sales.
SUCCESS:
COIT Cleaning and Restoration’s Houston ad campaign with Effectv led to compelling results. Our team measured website traffic changes tied to key campaign periods and geographies for COIT. We found that:
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- In Q4 2020, against the backdrop of a pandemic, new users to the website from campaign areas in Houston increased by 28.5% YOY and direct and organic traffic increased by 80.8% YOY.
- In Q2 2021, based on the most recent sales data, COIT and Effectv updated the campaign to add three new geographic advertising areas. This change correlated to a 34.5% lift in overall website traffic YOY and an 18.4% increase in direct and organic traffic in these new areas.
COIT’s Cleaning and Restoration Houston franchise team has been recognized as ‘Division of the Year’ two years in a row (2020 and 2021). The team also recorded the highest average revenue per job, 152% greater than the average cost per job across all COIT locations nationally. The Houston franchise team attributes this success in part to the partnership with Effectv.
“In today’s technological world, we use data to drive many of our decisions,” said COIT’s VP of Marketing. “Partnering with Effectv has not only improved our financial performance, but we have built a strong working relationship with our Account Executive and the team. It doesn’t feel like a vendor relationship. The entire group truly cares about our business and wants to see us be successful and it shows in the results that we are receiving.”