Building Pikes Peak RV’s Presence in Colorado Springs
Pikes Peak RV, a locally-owned, full-service RV sales and service center in Colorado Springs, Colorado, has been serving the community for over 50 years. Formerly known as Pikes Peak Traveland under the ownership of the Biles family, the business transitioned to new ownership in June of 2024. This change prompted a swift rebranding, website relaunch, and comprehensive marketing campaign to elevate awareness, build trust, and establish the dealership as the premier RV destination in the region.
THE PROBLEM
Pikes Peak RV faced three significant challenges:
Brand Recognition: Having changed the name of the dealership from Pikes Peak Traveland to Pikes Peak RV through the ownership transition, we needed to ensure that we didn’t lose any ground when it came to brand recognition.
Community Trust Building: Being that the business was owned by the same family for more than 55 years, we wanted to ensure that the community connected with the new owners. We highlighted the new owners’ values, commitment to service, and the fact that the dealership was still locally-owned and operated.
Time Constraints: The rebrand, including a new log, website and marketing plan, had to be executed quickly during the busy RV season to capitalize on customer demand.
These challenges necessitated a strategic awareness campaign to differentiate Pikes Peak RV and drive local engagement without alienating past customers.
THE SOLUTION
OTM implemented a strategic, multi-channel campaign to quickly establish Pikes Peak RV’s presence and drive engagement.
Branding
Our team worked with the new owners to establish a logo with the new name and a corresponding brand that highlights Pikes Peak RV’s commitment to military and first responders as well as the RV community.
Website Design & Development
We designed, built, and launched a website to align with the announcement of the new brand and ownership, complete with an RV inventory feed that integrates with the dealership’s DMS.
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 in 2024.
Website Engagement:
- 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%.
Press Pickup:
Ready to Elevate Your Brand?
Let's Drive Results Together!
Looking to engage your audience and drive results?
Contact us to see how we can achieve your business goals.