Background
This client is a respected, long-standing player in its category, known for high customer retention and a strong service reputation. With a lean internal team and legacy web infrastructure, the company had grown steadily through word-of-mouth and repeat business—but lacked modern systems for targeting, attribution, and customer acquisition.
The challenge was clear: how to introduce new strategic marketing capabilities without disrupting the operational model that existing customers rely on. Respecting the organization’s budget, structure, and resource constraints was central to every recommendation—from platform choices to messaging tone. This was not about reinventing the company, but about unlocking the next layer of performance with the right-sized approach.
Objectives
- Shift customer acquisition efforts from passive inbound to targeted, insight-driven outreach—while maintaining the service style and tone existing clients value
- Enhance the outdated Ruby-based website with a modern, conversion-ready front end, designed for better UX and simpler internal updates
- Establish foundational attribution and lead tracking to ensure paid media investment delivers measurable ROI
- Build a lightweight, scalable MarTech roadmap that can grow with the business—starting with attribution and content management, and evolving into basic CRM integration
- Deliver all solutions in a way that minimizes strain on internal resources, aligns to budget realities, and empowers the team to own its next chapter without heavy overhead
Strategic Actions
- Delivered end-to-end program management, from brand strategy and site architecture through vendor evaluation and performance oversight
- Built the ROI business case for each investment decision—including site redevelopment, attribution infrastructure, and early-phase CRM planning—ensuring every recommendation aligned to the company's scale and resource model
- Solicited and evaluated multiple vendors for web development and marketing infrastructure, modeling costs, timelines, and long-term return scenarios
- Led brand strategy work, including development of a new brand map and refreshed positioning to highlight the team's differentiated service-first approach in a transactional-heavy category
- Authored core web content in collaboration with the selected agency partner to ensure consistency of voice, clarity of messaging, and alignment with the new customer acquisition strategy
- Created a phased digital modernization roadmap designed to respect internal bandwidth while enabling future integration of CRM and campaign tools
Outcomes & Impact
While early in execution, the engagement has already delivered key validation and momentum:
- Secured approval from ownership for the proposed roadmap and investment plan, including modern web infrastructure and attribution system upgrades
- Successfully onboarded a web development partner and advanced through Phase One architectural approvals
- Identified a highly targetable growth audience segment with strong alignment to the business's core strengths—cleared for activation in Phase One campaign planning
- Established a scalable rollout strategy that balances growth with organizational continuity, ensuring no disruption to the company's long-standing service standards
