Case Study: Heritage Homes - Advance Recruitment

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Newspaper, Digital Display, SEM, SEO
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Heritage Homes
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Heritage Homes is a well-known home builder that prides itself on building quality homes with exceptional customer service. Located in Mobile, AL, Heritage Homes has the capability to serve families and home builders across south Mississippi, south Alabama, and the Florida panhandle.

Through a strategic partnership with AMG focusing on print and digital advertising, they have been able to strengthen their brand awareness, increase site traffic and business, and reach more of their target audience than ever before.
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Find out how Alabama Media Group built brand awareness, acquired more leads, reached more potential clients and ultimately increased business for Heritage Homes.

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Newspaper, Digital Display, SEM, SEO

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Newspaper

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Alabama Media Group maintained Heritage Homes presence in newspaper advertising while continuously running a successful digital campaign.

This layered approach continued to reach the print audience, which tends to be 40+, affluent, and college educated.
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Digital Display

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The digital awareness campaign starts with sending the Heritage Homes message to a strategically designed target audience of potential home buyers and mobile home owners. These users are targeted with display ads on AL.com and re-messaged with display ads on the extended network, where the target audience can be reached on 97% of family-friendly websites.

To define our homebuyer intent audience, we take into account:

Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)

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InStory video ads are also being used in the display channel. These videos are also placed in front of the target audience while they are reading content on AL.com. While the user is already engaged, these videos appear and therefore increase the likelihood of engagement with the ad.
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Search Engine Marketing

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Alabama Media Group launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo!, in three states across south Mississippi, south Alabama, and the Florida panhandle. When users make relative searches to home building in these areas, they are served a Heritage Homes SEM ad.

Alabama Media Group closely tracked performance indicators and optimized the campaign accordingly through ad copy and bidding adjustments.
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Search Engine Optimization

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This campaign was launched to increase Heritage Homes’ presence when organic searches are made for home builders. Appearing on page one and at the top of the page is important for clients, and this product was purchased to ensure Heritage Homes would appear where they are most likely to get clicked on organically. Partnering this with SEM made Heritage Homes top of mind when relevant searches were made.

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Results
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Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, Alabama Media Group was able to increase Heritage Homes’ bottom line. Campaign Highlights:
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New Users – Up 13% YOY
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Overall sessions, up 15% YOY
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1,265 Contact us Submissions
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Goal Completions were up 5% YOY
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4 of their top 7 traffic sources were from AL.com campaigns
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Over one million unique visitors from display ads
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5.6 million targeted impressions were delivered
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Building partners for life
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Building partners for life

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Client Testimonial
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“We have been beyond pleased with AMG over our 4 year partnership. Not only have we tripled our website traffic and doubled our sales volume, but have also seen a dramatic increase in new home contracts due to their efforts. Because AMG’s solutions have proven to be so effective, we decided not to go out for other bids because we are so confident in what they can do for us. We recommend AMG to anyone looking to propel their business to the next level.”

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Account Manager Testimonial
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This is my dream client! We have worked together for several years now resulting in a mutually trusting partnership. They have hard data results demonstrating large increases in their business that can be directly attributed to our marketing campaigns. It is a pleasure working with a client that allows us to customize and implement the best marketing strategies in the industry! ”

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To learn more about Heritage Homes, be sure to check out their YouTube channel.
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Discover how our digital expertise can help propel your business forward.
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