Lessen - Snow and Ice Management Campaign
Overview
Snow and ice management is one of those essential services customers rarely think about—until it's needed. For commercial property owners and retailers, effective winter planning is critical to keeping locations open, customers safe, and liability risks under control.
I developed and executed an integrated seasonal marketing campaign that supported two audiences at the same time: retail clients preparing for winter weather and the contractor network responsible for delivering snow and ice services.
The campaign combined social media, targeted email, custom landing pages, and gated content into a cohesive lead-generation strategy. Social and email campaigns drove traffic to educational resources that served as valuable sales tools for prospective and existing clients, while also helping recruit and prepare contractors for the upcoming season.
By creating a connected digital experience, the campaign increased awareness, supported business development, and reinforced the company's position as a trusted partner before winter weather arrived.
Key Results
- Delivered an integrated, multi-channel campaign spanning gated content, social media, email, app launch, and landing pages.
- Increased business growth by 20% while driving a 30% increase in seasonal vendor signups.
