Utah Home Builders Association (HBA)
Increasing Conversions for Continued Education
The Utah Home Builders Association includes the entire state. Associate members and contractors are required to renew licenses with continued education credits. The association partnered with EKR to bring awareness to this service and increase class attendance.
TACTICS
- Billboards
- KSL Media Ads
- Google Search Ads
- Social Media Ads
- Geofencing
40%
Increase in attendance for the year
13.65%
CTR on Google Search when the benchmark CTR is 3.17%
~6x
Lower CPM (Cost per Thousand Impressions) on social media advertising than the benchmark
Creating Class Awareness
To create a holistic marketing plan, EKR had some awareness tactics for the HBA’s Licensing and Continuing Education (CE) courses. Running in very specific months of the year, digital rotator billboards ran throughout Salt Lake County and Utah County bringing in over 18 million impressions. KSL ad buys were also placed receiving almost 800,000 impressions.
Social media advertising was only done one month in the year, but ads running had an amazing 6x lower CPM than the tactic benchmark on Facebook and Instagram bringing awareness to over 200,000 people.
Geofencing targeted individuals with display ads who visited The Home Depot or Lowe’s in Utah. Then, conversions were tracked from those who received an ad to those who physically visited a location where CE classes are taught.
Utilizing Google Search with an objective of consideration and traffic, over 7,000 clicks to the website created a click-through rate that was 4x the benchmark and a lower cost per click. All this to bring an increase of 40% attendance throughout the year and a happy partnership.
From Consideration to Conversion
+40%
Increase in Attendance
Ross Ford
State Executive Officer
"An Amazing Job"
“EKR did an amazing job with our advertising campaign. They are very knowledgable and anxious to do a good job. They watched the digital statistics and changed things accordingly. They kept us apprised of the statistics to show if we were above or below the expected outcome. We look forward to a continued relationship with them.”
