We Turn Innovators into Icons.
At Icon, we believe in a smarter way. We’ve developed a proven path that revolves around presenting compelling content and strategic execution at all stages of the considered purchase funnel for B2C, B2B, and DTC. Our omnichannel approach takes data from your consideration and decision-stage buyers to create effective marketing roadmaps across retail, DTC, ecommerce, and inside sales that drive organic growth and generate more business.
Broadlinc Communications, a digital internet provider for rural Kentucky, was coming out of a transitional period of acquisitions and restructuring when they approached the Icon team about refreshing their branding. Their new identity needed to encompass their existing brand values while still positioning them for growth.
To set Broadlinc up for success upon relaunch, the Icon team did a full competitive audit and target market discovery, ultimately leading to an Icon-led brand equity workshop. We created a brand with strong, updated equity, and a clear direction for the future that combined existing services and future ambitions.
The newly minted Broadlinc identity was first used to transform their website and has been at the forefront of relaunching brand services in their existing markets and rolling out both business and residential services to new markets.
Community Financial Services Bank (CFSB) was looking to grow their business by targeting new regions to gain new clients and cross-sell their suite of services to existing customers. But before they could take actionable steps to do that, they needed to understand the customer journey and how to best allocate their resources across that journey.
To give CFSB the insights for successful growth and resource allocation, Icon created two customer journey maps: new customers and cross-selling existing customers. After an in-depth workshop with the CFSB marketing and customer service teams, as well as interviews with current customers, the team was able to identify where CFSB should be focusing efforts and where there was opportunity for growth with both existing and potential customers.
- The Icon customer journey assessment found that CFSB was putting many resources and efforts into the awareness stage with little effort put toward the consideration stage.
- Because the larger community was aware of CFSB and their capabilities, Icon recommended trackable educational content like blogs, paid social, and paid search to speak to customers across the journey.
- Additional recommendations included geofencing around community events, YouTube tutorials, and workshops to educate customers on how to use their online banking service.
Winston Furniture was looking to clear their La-Z-Boy Outdoor inventory. They wanted to use a targeted Search Engine Marketing push to hit the right segments and demographics that would purchase these specific products.
Icon developed, managed, and continually optimized Google Search, Display, and Shopping ads for this campaign. Our efforts were focused on driving ROAS (return on ad spend) using bid strategies, ad copy, and keyword targeting. As inventory/supply chain challenges arose in 2020, Icon used smart shopping campaigns to keep ads updated in real time with only in-stock products appearing. As a Google partner, Icon was able to test and introduce Image Extension ads to help diversify the campaign and drive additional sales.
Despite external limitations and challenges brought on by COVID-19, Icon was able to leverage tools to adapt and adjust the campaign to continually sell La-Z-Boy Outdoor inventory for Winston Furniture.
· $135,345 in attributed revenue
· 2,258,672 impressions (March 29–August 17)
· 125 total conversions