Building Pikes Peak RV’s Presence in Colorado Springs
Pikes Peak RV, a veteran-owned RV dealership in Colorado Springs, offers a wide selection of recreational vehicles, services, and parts. With a history dating back to 1968, the dealership recently transitioned ownership, creating the need for a fresh, impactful introduction to the local market. Facing low brand recognition and a short timeframe to make an impact during the peak RV season, Pikes Peak RV partnered with OTM to craft a campaign that would boost awareness, build trust, and position the dealership as the go-to for all things RV in the region.
THE PROBLEM
Pikes Peak RV faced three significant challenges
Low Brand Recognition: As a new player in the Colorado Springs market, Pikes Peak RV needed to quickly establish its identity and credibility.
Community Trust Building: The dealership had to highlight its veteran-owned values and commitment to personalized service to connect with the local community.
Short Timeframe: With the peak RV season nearing its end, there was limited time to generate excitement and attract customers.
These challenges necessitated a strategic awareness campaign to differentiate Pikes Peak RV and drive local engagement.
THE SOLUTION
OTM implemented a strategic, multi-channel campaign to quickly establish Pikes Peak RV’s presence and drive engagement.
Local TV Commercials
OTM produced engaging commercials tailored to resonate with Colorado Springs audiences, emphasizing the dealership’s veteran-owned values and broad offerings.
Digital Ad Strategy
A combination of OTT (over-the-top) advertising and Meta ads targeted niche audiences effectively, ensuring a broad yet focused reach.
Organic Social Media Management
Engaging posts highlighted Pikes Peak RV’s unique offerings, veteran-owned values, and community involvement, creating brand awareness and fostering local connections.
Public Relations
Proactive media outreach and press releases positioned Pikes Peak RV as a trusted, veteran-owned business, generating positive coverage and building credibility within the community.
Unique Approach
By integrating traditional advertising methods with multi-channel digital strategies, OTM amplified visibility across platforms. The campaign’s timing in late summer and fall capitalized on heightened RV market activity.
Collaboration and Execution
OTM collaborated closely with Pikes Peak RV’s team, aligning on goals, reviewing performance metrics, and fine-tuning strategies to ensure alignment with the dealership’s vision and market needs.
RESULTS
Outcomes
- Enhanced Brand Awareness: Commercials and social media efforts established Pikes Peak RV’s presence in the Colorado Springs market.
- Stronger Customer Relationships: Increased social media engagement and event attendance reflected growing community trust.
- Positive Reputation: Testimonials and reviews highlighted the dealership’s commitment to quality service and community values.
Key Performance Indicators
Digital Performance:
- Meta Ads: Delivered 62,846 clicks and 2.59 million impressions, driving significant traffic to the website.
- Organic Facebook Growth: Increased reach by 22%, achieving 1.82 million impressions year-to-date.
- Total sessions increased to 44,458, with 29,354 engaged sessions.
Bounce rate remained low at 33.97%, indicating quality traffic engagement. - 3,753 tracked conversion events, including form submissions and service requests.
Local TV Commercials: 381 spots aired from August to October 2024 across key networks, achieving 809,000 impressions and a reach in audience of 97%.
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