The Guarantee
C A S E   S T U D Y 

Being Responsive in a Pandemic Pays Off

Client: Mahaffey USA

For nearly a century, Mahaffey USA has supplied 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

Like many companies, during COVID, our client experienced a lull in inbound traffic and leads. The charge: grow share during this time of economic uncertainty when competitors were taking a largely defensive posture.

T H E   D R E A M

Simply put, Mahaffey wanted to come out of the 2020 pandemic on top.

T H E   S T R A T E G Y

Rapid-Fire Lead Gen Campaigns

Mahaffey created two new uses for their structures that aligned with the unique needs of their customers during the pandemic, and our team rapidly launched aggressive awareness-building and lead-gen campaigns. Both campaigns featured a dedicated landing page, new PPC campaign, LinkedIn advertising, and email campaign with marketing automation workflows designed for sales efficiency.

Also, knowing we needed to be extra conservative with every dollar invested, we restructured the brand’s regular PPC campaigns to identify and hyper-target the market segments that were still buying.

Digital Marketing



Website Design

T H E   R E S U L T S

Campaigns for the two new products began launching within one day of our collaborative workshop with our clients. The first took just eight hours to go live. Within the first few days, we had generated 20 leads, 60% of which were sales qualified.

The second campaign went live within three days, and in the first week we generated 154 leads of which 55% were sales qualified.

While all of those campaigns were running, our PPC optimizations resulted in an 81% increase in leads and a 28% decrease in cost per lead.

“They say you can learn a lot about an organization by how it operates in times of stress. I am blown away by how strategic, responsive and all-in the RedRover pack has been in supporting our Mahaffey team in optimizing our marketing strategy during the COVID-19 crisis. I couldn’t have asked for a stronger partner. Without prompt, RedRover continuously provides proactive and meaningful strategies to ensure we are adapting as often and as fast as this crisis seems to pivot. What’s more — and having occurred more than once in 30 days — we’ll talk about a strategy adjustment one day and by the very next, they’ve fully operationalized it. They fully appreciate, with my never having to say so, how changes must be implemented in hours versus days right now. RedRover is one of Mahaffey’s secret weapons. They believe, like we do, that companies perform better coming out of an economic crisis by going on offense when it comes to sales and marketing. This is the kind of strategic partner every growing, forward-thinking, middle-market company deserves.”

— Bill Sublette, Vice President, Mahaffey USA