Strategic Marketing | Website Design | Digital Marketing
Mood Texas is a media solutions company in South Texas focused on bringing the latest media solutions to cultivate sensory experiences that inspire an emotional brand connection for shoppers and end users. The company is a franchise of the international parent brand, Mood Media. The family-owned franchise has a strong sales team with an established client base as well as access to strong corporate branding materials, but wanted to develop a locally-focused marketing strategy to feed the sales team inbound leads and sales opportunities.
Mood Texas has a geographic area that spans several South Texas markets. Each market has its own unique industries. Instead of creating general brand awareness campaigns across all geographies, we analyzed current market penetration across a variety of industries and made recommendations on specific target segments based on market opportunity, competitive landscape and segment profitability. A marketing plan was developed to maximize the use of existing corporate materials, with new marketing strategies and creative targeted toward specific segments.
We developed a new website for Mood Texas, utilizing a mix of Mood Media branding assets with customized messaging and imagery appealing to their specific target audiences.
To reach key target audiences, we created a content marketing strategy based on audience research and buyer personas. The content strategy included outbound email campaigns and social media ads with audience-specific content linking to applicable landing pages with strong lead capture forms.
After the launch of the website and marketing programs, Mood Texas saw an increase in quarterly lead volume of 14%, compared to the prior quarter. Looking specifically at marketing qualified leads, the client reported an increase in the same timeframe of 26%. In the seven months following the website launch, a total of 338 goal completions were directly tracked from the new website, resulting in 20 qualified leads and 9 closed sales.