Objectives
Get the Phones Ringing Again
Salespeople were wadding up paper and shooting it into the wastebasket because there was nothing else to do. The objective wasn't incremental improvement — it was to generate real, live inbound calls, starting immediately.
Stop the Sales Team From Walking Out
Management wasn't worried about quarterly targets. They were worried about having a sales team left to sell to. The objective was to produce results fast enough to keep the floor from emptying out.
Fix the Message, Not Just the Media
A media buy can't outperform a script that isn't built to convert. The objective was to rebuild the creative itself — from brand messaging into something engineered to generate a call.
Stop Overpaying for Underperforming Media
The client was paying premium prices without getting premium reach. The objective was to fix the economics of the media buy so every dollar produced more calls, not just more spend.
Build a Campaign That Could Scale
A quick fix wasn't enough. The objective was a script and media strategy strong enough to support the company as it grew from a handful of salespeople to dozens — without breaking.
Challenges
A Script Built to Brand, Not to Sell
The creative talked about the company. It didn't lower the customer's risk, explain their benefit, or ask them to do anything. There was no call to action — so there was no reason for anyone to call.
Dead Phones on a Live Sales Floor
Salespeople were fully staffed and fully idle. Confidence was cracking, and management knew that if the phones didn't start ringing soon, they'd start losing their team.
Massively Overpriced Media
The company was paying local-scale prices without getting local-scale value — let alone national reach. The media plan was burning budget without producing proportional results.
No Time to Waste
This wasn't a campaign that could be slow-rolled or A/B tested for months. Management needed calls yesterday, and every additional day of silence put the sales team's morale further at risk.
A Previous Agency That Missed Both Problems
The prior agency had addressed neither the message nor the media economics. Both had to be identified and rebuilt at the same time, under pressure, with no room for error.
Strategy & Solutions
Diagnosed Both Failures Fast
We evaluated the existing script and media buy and found two clear problems: creative built for branding instead of calls, and a media plan that was overpaying without delivering reach.
Rebuilt the Script From the Ground Up
We wrote new creative around risk reduction, a clear customer benefit, and a direct call to action. The script was so effective that competitors stole it — and it kept driving calls for the next 10 years.
Renegotiated the Media Buy
We secured national rates for the cost of local media, putting the client's spots on hundreds of stations for what they were previously paying for just a handful.
Turned Silence Into Volume
Phones started ringing off the wall. The sales floor went from idle to overwhelmed — a complete reversal from wadded-up paper and dead lines.
Scaled the Sales Team in Six Weeks
The company grew from 5 salespeople to 27 in just six weeks, forcing them to physically expand their sales floor to keep up with the volume.
Scaled the Investment Right Alongside the Results
Weekly ad spend grew from $5,000 to $125,000 — and the company was profitable every single week along the way. At their Christmas party, they gave us an award for saving their company.
Campaign Outcomes
32%
Audience Reach
54%
Response Quality
10%
Brand Visibility
15%
Media Efficiency
