Recycling an established brand
Targeted digital marketing strategy builds on legacy without scrapping it
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Challenge
Following its acquisition, C&D Scrap Metal faced the prospect of expanding and revitalizing a brand made memorable by its former celebrity owner. Catering to a diverse group of customers would compound the challenge.
Solution
After shifting a portion of C&D’s advertising budget from traditional to targeted digital advertising, Craig Group comprehensively overhauled the brand—new logo, colors, messaging and positioning—implementing a strategically segmented communication strategy while retaining the energy and imagery of the former campaign.
Result
Through website and SEO optimization, improved calls to action, and enhanced tracking, the campaign increased web traffic and conversion rates while maintaining brand momentum.
Results
Precisely targeted advertising resonated significantly with each customer segment. With website and SEO optimization, along with improved calls to action and enhanced tracking, Craig Group increased web traffic and conversion rates while maintaining brand momentum.