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Jayco Family of Brands takes people places. When they first became a client of ours, it was imperative that we approach our work with the RV company with the same sense of adventure and momentum as their products bring to people’s lives.
Recently, we worked with Jayco on a media campaign intended to increase the number of leads they received each month. The relationship came with preexisting landing and web pages that were riddled with opportunities for generating leads, including a non-branded RV quiz, a build and price form, and a dealer contact form. It was up to our team to determine how to best use these landing pages and lead opportunities for each step in the funnel.
While the creative assets and destination pages provided to us had also been used at their previous agency, our strategic approach to the media mix, audience selection, and calls to action at each tier of the funnel is what set us apart and paved the way to YoY success. Our media and analytics teams worked together to revamp Jayco’s strategy, and the results are taking Jayco places.
When creating our media strategy for Jayco, we analyzed the user personas for each brand and pinpointed the differences in income, hobbies, and life stage for each of them. Understanding these differences was key to the success of the campaign. We decided to target completely different audiences for each of the brands, which combatted any competition between them and made the campaigns more cost-efficient.
We also used a personalized approach when crafting our funnel messaging. For the high-level stage, we leveraged non-branded keywords, like “RV for sale” and “campers near me” to engage with people who may not have any brand familiarity or loyalty. These consumers would be led to the client’s non-branded landing page and quiz. From there, they could take the quiz and find valuable information about different types of RVs to get a better idea of which one might be a good match for them.
For the mid-level stage, the goal was for people to view floorplans and get a price estimate through a form submission. To achieve this, we pushed ads onto Google and social platforms like Facebook and YouTube.
For people who were already searching for one of Jayco’s brands, we leveraged social media and Google Search to encourage them to complete Jayco’s Find a Dealer form. Our revamped campaign began in mid-April 2023 and is already converting at a high rate.
Jayco became a Williams Randall client in January 2023 and they’re already seeing big results. During April, May, and June, their cost per lead improved by 94% YoY. This has led to an 850% increase in leads. It’s safe to say this media strategy is taking Jayco places.
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