Cardel Homes needed an Ottawa-focused digital marketing campaign that would differentiate it from competitors and attract a younger customer. The home builder contracted Thornley Fallis to develop a marketing strategy that would increase website traffic and the number of visitors to its model homes.
Target audiences included young first-time home buyers, professional families and older couples looking to downsize.
Thornley Fallis knew that that local home builders tended to depend on traditional advertising such as newspaper, radio, billboard and out-of-home, so we recommended a online and social media campaign to differentiate the brand and maximize budgets.
Our integrated marketing program was two pronged, consisting of PR and blogger relations and an online advertising campaign.
We leveraged blogger and media relationships to secure coverage for Cardel’s new communities and to drive mentions of the brand. Through our media and blogger relations we:
- Built proactive relationships with influencers with large social media followings
- Oversaw the development and deployment of a media relations program to gain coverage in main stream media outlets.
The online advertising campaign was designed primarily to drive traffic to the Cardel website. It consisted of three sets of display ads featured on the Google Display Network and Facebook.
- Implementation of the advertising program
- Design of display ads for both Google and Facebook
- Design and deployment of text-based ad banners
Throughout the campaign worked closely with Cardel Homes by providing strategic advice and insight into campaign activity and issues.
The online advertising campaign more than doubled website traffic; it had an impressive 82 per cent increase in traffic. Social ads were highly effective for targeting specific neighbourhoods and garnered high engagement levels.
The PR blogger campaign was equally successful in boosting website traffic and visits to the Cardel model homes—it garnered a social media reach more than half a million people in the Ottawa region and feature stories about Cardel appeared regularly in homes sections of both the Ottawa Citizen and the Ottawa Sun.How can we help you?