Marketing Case Study

How MagnaTrack achieved over 800 leads per month by implementing a comprehensive nationwide lead generation marketing strategy

MagnaTrack is a veteran of over 20 years in the protective outdoor screen industry. In 2021, global home improvement titan Hunter Douglas teamed up with Arthur James to add the world’s only self-correcting motorized screens manufacturer to their elite suite of product lines. This patented outdoor screen technology eliminates the vast majority of service calls while giving you a choice of aesthetic options and varying levels of protection from UV, insects, and the weather. The Defender series screens can withstand hurricane-level wind and rain, making the product even more attractive to the company’s native Florida and other states dealing with unpredictable and dangerous weather.

Company + Project Overview

Key Contributors:
Jen Houser
Lauren Debick
Matias Raby
Colin Holmes
Jessica Skorich

Business Type:
Private Corporation

Industry + Sector:
Construction, Outdoor Living Spaces, Luxury

Location
Manufacturing Plant: Sarasota, Florida
Marketing: United States, Canada, Europe, Australia

Website:
www.progressivescreens.com and magnatrackoutdoorscreens.com

Project Duration:
Ongoing
This case study focuses on the period between April Q2 and September Q3, 2024.

Deliverables
Brand Alignment + Logo Designs
Website Refresh
Landing Page Design + Development
Digital Ad Campaign Management
Social Media Management
Ad Buys
Monthly Content Creation
Email Nurture Campaigns
Email Drip Campaigns
Data Analytics & Report Presentation

MagnaTrack’s focus is not on direct-to-consumer sales. Instead, it chooses to work closely with a nationwide team of dealers that take its products anywhere in the USA. Their chief concern was generating leads for their dealer network, and their chief obstacle was a lack of brand and value proposition awareness. The public didn’t know who they were or why they should care, so they weren’t driving a high volume of leads.

"I’ll admit, I was skeptical that Creative Springs could impact our business as much as they projected. But partnering with them to manage my marketing has turned out to be one of the best business decisions we’ve ever made at MagnaTrack®. To date, we have received a 27 times return on our marketing spend."

Jack Sharp
Chief Operating Officer, Progressive Screens

The Challenge

As the outdoor screen manufacturing industry leader, MagnaTrack’s challenge was accurately showcasing its products’ unique capabilities and differentiators compared to inferior competitors. The initial challenge of brand awareness was ensuring the consumer market knew these products’ superior value and quality. They also needed to continually improve their lead generation so that their dealer network could bring these screens into the target audience’s homes.

MagnaTrack was looking for a marketing partner who could work with total transparency and drive consistent and impactful results. They wanted real-time access to their analytics so they could continually monitor the campaign results and give their dealers quality new leads.

The Solution

To achieve dramatic results, Creative Springs started with research. We dove into industry research, held meetings with stakeholders to fully understand their points of view, and conducted interviews with the dealer network to hone in on how they perceive the market, selling challenges, and their ideal target audiences. With a birds-eye view of the company operations, industry, and strategic goals, we put together a comprehensive marketing plan, including the following:

A Dealer Lead Program

We instituted a geographically targeted program for top-performing dealers. The campaign generated leads through an online booking tool that managed appointment scheduling and provided additional feedback to make it simple to evaluate return on investment.

A Nationwide Lead Campaign

Expanding MagnaTrack’s footprint meant running ads in new markets where the dealer network was still growing. For this, we developed a campaign focused on all the unaffiliated dealers, using a comprehensive mix of marketing tactics on multiple platforms to increase leads across the board.

Nurture Campaign

We developed a nurture campaign for leads that ensured they received consistent information once they reached out for details on the product or scheduled an appointment with the dealer. This content showcased diverse value propositions and incentivized them to follow up and purchase a MagnaTrack screen.

Awareness Campaigns

Creative Springs developed multiple geographically targeted business-to-business (B2B) and business-to-customer (B2C) campaigns positioning MagnaTrack screens as the best solution for their clients’ outdoor space needs. These campaigns addressed specific value propositions and unique benefits of MagnaTrack.

For homeowners, the value propositions were:

Protection from the heat and cold,
Protection from hurricanes,
Defense against insects,
Enhanced privacy.

For business owners like restaurants and event venues, we focused on:

Increasing ROI by enclosing their outdoor spaces.

Dealer Portal and Marketing Support

To further support MagnaTrack’s dealers in their individual marketing efforts, we created an online portal where they can access useful information and resources such as:

Logo files,
Social media and email templates,
Marketing videos and photos.

Real-Time Leads and Analytics

We provided real-time lead and metrics reports through an online dashboard and monthly analytics meetings. At any given moment, MagnaTrack could access real-time results from their campaigns and assist dealers and sales representatives in evaluating leads.

Monthly
KPI Reports

Creative Springs holds monthly meetings with all our clients to review agreed-upon KPIs, evaluate our results based on those metrics, and brainstorm ways to constantly improve results.

Comprehensive Dealer Support

Creative Springs equipped each dealer with a customized scheduling system, an online lead sheet summary, and online technical and strategy support. This gave them real-time access to appointments while maintaining the promised transparency without affecting efficiency.

The Result

The results of these campaigns greatly exceeded projected expectations and surpassed initial KPIs. There were so many success stories from this campaign, but here are a few of our key results from two specific quarters, April through September of 2024.

Lead
Increase

Cost Per
Lead Efficiency

Increased brand awareness

Our results stem from a strategic and humble approach to our marketing initiatives. From the outset, we prioritized thorough research, immersing ourselves in understanding our client’s needs, the market landscape, and identifying key opportunities. This foundation allowed us to be receptive to the insights revealed by our analytics and attune to the narrative they provided. Guided by these metrics, we have refined our strategies to drive continually improved outcomes. We extend sincere gratitude to the MagnaTrack team for their trust and collaborative spirit, enabling both our teams to grow together.