The Guarantee
C A S E   S T U D Y 

Research-Backed Strategy Drives 28% Increase in Revenue

Client: Mahaffey USA

For nearly a century, Mahaffey USA has supplied large temporary structures for events, warehousing, basecamps, airplane hangars and interim facilities of all sizes, levels of security and comfort needs. Mahaffey’s fabric-structure solutions have become a go-to alternative to brick-and-mortar buildings when new or expanded space is needed, with clients ranging in diversity from manufacturers to construction companies to firehouses and municipal school districts.

T H E   C H A L L E N G E

Mahaffey had been operating off a largely inbound and referral-based sales strategy alone before RedRover helped the company launch into a marketing strategy aligned with the company’s sales efforts. The marketing plan would generate inbound leads — a key piece of the sales pipeline they were missing.

T H E   D R E A M

Mahaffey was incredibly well known for their work in the petrochemical industry, but they knew they could diversify their mix across other industries. They wanted a strategic path forward to generate qualified leads across different industries.

T H E   S T R A T E G Y

Growth Optimization (GO) Research & Strategy Build

In order to drive new leads from a whole new channel, the only logical place to start is to deeply understand what attracts current viable leads to a product or service and what their needs are in the journey to a purchase decision. This is exactly where RedRover began with Mahaffey. 

RedRover launched our signature Growth Optimization (GO) process for the deep market-research dive that was needed to unleash a specific data-driven, ROI-based growth plan for Mahaffey. RedRover became ingrained in the Mahaffey business, understanding everything from what the targeted customer segments need and want in a supplier to how Mahaffey’s competition is positioned in front of the same segments. 

Our comprehensive GO research process involved select customer interviews, a customer survey to provide both quantitative and qualitative insights, a workshop with the sales/customer service team, an analysis of specific industries in which the target customer segments reside, a marketing audit and deep financial and transaction analysis. 

The GO research process led us to build a marketing plan customized for Mahaffey complete with monthly and quarterly lead-flow goals and an overall ROI prediction on the profitability of the plan. The customized Mahaffey marketing plan is inclusive of multiple marketing channels, including a targeted direct-mail series, landing-page optimization, print and online pay-per-click advertising, video storytelling, segmented email campaigns and thought-leadership PR.

GO Plan

Research

Digital Marketing

Website Design

Video

Communications & PR

T H E   R E S U L T S

RedRover succeeded in the initial charge of acquiring inbound leads by developing quality marketing campaigns that speak to Mahaffey’s strengths and capitalize on the company’s opportunity; these campaigns were launched through SEO, PPC and social tactics. 

After completing the research and implementing a tailored strategy, a lot of great things happened:

  • •  we saw a 59% IMPROVEMENT in cost per acquisition;
  • •  Industry expansion outside petrochemical ranged from 25% to 75% growth
  • •  web-based leads increased by 33% and of which 65% were considered qualified; 
  • •  qualified leads increased by 20%;
  • •  most importantly, we helped our client increase revenue by 28% from June 2018 to April 2019.

And in the first year, our client has a 2055% return on investment.

“RedRover is one of our secret weapons. They believe, like we
do, that companies perform better by going on the offense when it comes to sales and marketing. This is the kind of strategic partnership every growing, forward-thinking, middle-market company deserves.”

— Bill Sublette. Vice President, Mahaffey USA

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