Groundworks – lifting the Brand and Lowering CPLs
Groundworks, the parent brand to 31 regional sub-brands, engaged Hawthorne Advertising to develop a unifying campaign that would increase brand affinity and recognition for Groundworks while meeting the lead volume and CPL goals of each individual sub-brand. Creative executions included TV, CTV, Audio, Live Reads, and OOH.
CHALLENGE
The campaign needed to be flexible enough to enhance the brand voice for the parent, with adaptability to deliver cost-effective leads for the individual services of each of the 31 sub-brands across four service verticals: Foundation Repair, Basement Waterproofing, Crawl Space Repair, and Concrete Lifting.
STRATEGY
Hawthorne developed unique personas for each service vertical, and a creative and production framework that would (1) establish a strong brand foundation for Groundworks and (2) be adapted and transformed into highly responsive regional sub-brand iterations.
SOLUTION
- Scripting more responsive VO.
- Enhancing CTA in lower third.
- Using strong offer end cards.
- Inserting clear visual cues for each sub-brand.
The initial video campaign for the Groundworks brand included (1) :60 TV ad, (5) :30 TV / CTV ads and (4) :15 TV / CTV ads. These ads included focus on individual verticals, as well as versions speaking to all verticals at once. The goal was twofold, to drive qualified leads and increase brand awareness.
What our clients say:
“Our collaboration with Hawthorne was nothing short of transformative. They not only elevated our brand authority and value across our markets but also significantly fueled our organic lead generation. The results? Measurable brand lift with a remarkable decrease in our CPL for paid search, far surpassing our expectations. Hawthorne’s expertise and strategic insights truly drove our success.”
– John Minnec,
VP of Marketing, Groundworks
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