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Compeer Financial, a lending institution dedicated to support those in rural America, previously partnered with Bovitz to conduct primary research among key target audiences (prospective homebuyers, as well as hobby farmers and recreational land owners). Based on the insights from this study, the team challenged the Bovitz + Boombox team with developing a marketing program that engaged their target consumers, highlighted the brand’s commitment to serving rural communities, and generated qualified leads.
Inspired by the research insights, we created the Community Café, a hyper-local, 24-stop tour. We sourced, negotiated, and contracted community events and locales to activate across South East Wisconsin, including fairs and festivals, farmers markets, and local retailers. The 6-week Community Café tour treated guests to free ice cream and coffee sourced from local vendors. As part of a lead generation and re-marketing effort, consumers were also offered a chance to win $3,000 towards a home improvement project in exchange for sharing their contact information.
This human-centered marketing program resulted in 290 qualified leads for the brand, over 15,000 engagements, and more than 1 million impressions.
