Brand conversion & entry into Kingston market
Approach
Using our research as a guide, dig completed a full marketing plan for entry into the Kingston market, including the technical conversion of a newly acquired regional provider. The marketing plan took two approaches: a brand awareness approach, and a needs-based targeted product approach. Selected channels included digital display, digital search, radio, print, and direct mail.
Because this was an acquisition campaign with a brand takeover and conversion, we were required to break pre-existing relationships and negotiate on already settled rates. dig was able to negotiate significant YoY savings over what the acquired brand had previously been getting.
The campaign consisted of three sub-campaigns: a brand awareness campaign, a home heating campaign, and a business fuel supply campaign.
- The brand awareness campaign was targeted across the Kingston region and highlighted McDougall’s ‘breadth of offer’ and ‘value add’ services.
- The home heating campaign was targeted to areas within the wider Kingston region that were identified during the research process as 1., not or underserved by natural gas, and 2., within a profitable ‘cost-to-serve’ area. Home heating ads focused on McDougall’s value adds compared to area competitors.
- The business fuel campaign was targeted to specific industry segments: agriculture, transportation, and construction/industrial. Industry related ads were targeted to locations identified with a high volume of each industry type.
To support the print and direct mail campaigns as well as subsequent sales activity, dig compiled maps and spreadsheets for each target business industry segment which contained the names, addresses, phone numbers, and reported size of businesses in Kingston and the surrounding area.
Results
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