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Work that works: Jayco and LoSasso

Published March 5, 2018 by

Categories: Blog, Content marketing, Digital media strategy, Resources, Videos

When talking about the relationship with LoSasso, Renee Jones, the Director of Corporate Marketing at Jayco, Inc. beams with pride. In the above video (click the play button to watch), Renee describes how LoSasso collaborated with Jayco to capture and nurture RV shoppers at all stages of the buyer’s journey through increasing their digital presence with content that really connected.

The challenge

The RV industry was (and still is) experiencing unprecedented growth and the competition for shoppers’ attention and trust was as competitive as its ever been. Jayco wanted to expand their digital footprint and reach while targeting this unique segment of buyers. Jayco also sought support in developing a more robust content library that was relevant to its broad audience—those curious about RVing, to seasoned RVers looking for their next vehicle. Combined, the result was the right type of content, delivered at the right time to the right person.

Our approach

LoSasso started with attitudinal research to hone in on the right audience with even more precision—and four key personas emerged. A content plan that included both high-value gated content, snackable blog posts and enticing videos were developed and distributed across a variety of channels to maximize exposure, but more importantly drive interest and generate leads for the dealer network. A branded targeting grid was also created to showcase the online targeting strategy overlaid on the sales funnels so that internal Jayco teams (sales, marketing, executive leadership) could agree upon the approach. Voila—sales and marketing working together!

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