Communications
Santiago Solutions Group created a 3-year, integrated Marketing Communications plan for national construction material manufacturer USG-Sheetrock. This plan aligned with the Marketing Strategy we developed for USG’s Hispanic segment and detailed a series of tactical programs to meet their strategic goals.
These tactical programs ranged from time-sensitive sales promotions in key retailers and markets with retail activation, digital and in-field marketing support, to relationship-building initiatives with top Hispanic contractors, providing custom marketing tools and opportunities for long-term engagement.
The first year of tactical programs’ activation generated positive results in both brand awareness and sales among USG’s Hispanic customers and key distributors. One example was a targeted promotional campaign in Dallas and Atlanta markets. This campaign to Hispanic contractors and foremen generated up to 52% CTR through geo-targeted online advertising.
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