MHP - Case Study | TDG Marketing

PROJECT BACKGROUND

The Blue Branch Modular Home Project was designed to equip participants with hands-on skills in the construction industry by building a six-plex modular home. The initiative aimed to recruit 100 participants, divided into four cohorts, each consisting of 25 individuals. TDG Marketing was tasked with managing the promotional efforts to attract participants, with a focus on addressing the growing workforce shortages in the trades.

SOLUTION

TDG developed a comprehensive marketing strategy, including the creation of a dedicated landing page as the central hub for information and applications. To maximize outreach, a multi-channel campaign was deployed, utilizing digital ads on Meta, social media management, radio campaigns, and print materials. TDG designed a series of engaging social media posts and Meta ads, all tailored to highlight the program’s benefits, such as paid job placements and essential skills training. Two variations of Meta ads were tested for each cohort, focusing on reaching individuals interested in the trades. Additionally, TDG crafted two one-page flyers to further promote the project, appealing to different segments of the target audience.

RESULTS

TDG’s comprehensive marketing campaign exceeded expectations, with over 300 people expressing interest in the project—surpassing the initial goal of 100 participants. The Meta ads were particularly effective, achieving a lower-than-average cost-per-result (CPR) and a cost-per-thousand-impressions (CPM) ranging between $4.15 and $8.88, well below the industry average of $14.40. The click-through rate (CTR) for the ads ranged from 0.80% to 1.59%, with the upper end surpassing the industry benchmark of 0.90%.

The campaign resulted in an 89% increase in event counts on the website, along with a 159% growth in the user base. Traffic to the landing page more than doubled, with both new and returning visitors demonstrating quality engagement. Despite the surge in traffic, key interaction metrics remained consistent, showing that users were highly engaged with the content. The success of the campaign highlighted TDG’s ability to attract a diverse group of participants and deliver sustained interest in the Modular Home Project.

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