Contractor Launches Email Marketing Campaign Integrated Marketing Campaign Generates New Sales An Algonquin, IL–based painting contractor had a goal to increase his inbound sales leads by 20% annually over the next five years. However, with the 2009 downturn in the housing market, increased competitive pressure and a need to keep costs under control, they would need to find a marketing firm to implement a low cost solution designed specifically for their needs. In summer of 2013, the company engaged Ardent Scope Marketing to implement a new integrated email campaign, which resulted in cost savings, and it generated new customer sales of $3000.00 with an expectation of future exterior business in early 2014. In order to establish a baseline of current marketing efforts, Ardent Scope Marketing reviewed the owners’ social media pages and website. The social media audit found two company pages on Facebook, newsletter article content on the company’s website that was not read and the owners’ LinkedIn profiles were not at 100%. Ardent Scope developed a new monthly email campaign complete with an email template and news articles. The Facebook page was eliminated, and the owner’s LinkedIn profiles were redone highlighting before and after shots of past painting projects. Why It Worked Sent to over 3000 contacts, the new email rebranded the company as

a trusted resource in the Northern Illinois area and highlighted a strong call to action offering a free detailed project estimate. Links

to the company website and updated social media pages invited the readers to learn more about hot topics including “Preparing your

Home for the Holidays” and “What to Look for When Hiring a Paint Contractor”. Each article pointed the reader to re-purposed content

on the owners’ website. Tracking email metrics on open and click-through rates informed the paint contractor which customers were interested in what content allowing them to create offers specifically

designed for them. Post Sales Coaching Ardent Scope Marketing followed up the email program with a one hour coaching session on Constant Contact so the new email program could be managed internally going forward eliminating the need for an outside vendor saving the client 20% in marketing costs annually.

Although Ardent Scope Marketing continues to write the article content for the newsletter on a monthly basis, the painting contractor is now formatting the newsletters, adding new

customers to their contact lists and reviewing results.

“It was a pleasure to work with Ardent Scope. We received a detailed proposal, which gave us confidence, and they followed through with everything that was on the contract. The first e-newsletter generated a new sale in just two weeks!” Painting Contractor, Owner