Jayco RV content program

Jayco, a leading RV manufacturer, had success targeting shoppers who were close to a purchase, but wanted to reach and influence buyers earlier in the decision-making process. What’s more, the brand had limited presence in important digital channels and needed help getting in front of the right prospects, with the right message, at the right time. I led the creative and content strategy team at Jayco’s agency of record—working with the client to widen its reach and boost the impact of its communications via high-value content and targeted digital promotion. This ambitious content plan included gated ebooks, blogs and interactive tools; each piece answered the needs and questions of a specific stage of the RV buyer’s journey. Gated content, promoted via Google Display Network and in-feed Facebook ads generated leads; supplementary content, delivered
via one of three automated email nurture streams, pushed prospects further down the funnel.

Objective

Attract and nurture Jayco prospects toward a purchase with high-value educational content.

Strategic insight

An RV is a major purchase. Prospective RV buyers have likely heard (or experienced firsthand) the mishaps that can occur (from a leaky roof and broken slideouts to road accidents). It’s a purchase fraught with risk, because if something goes wrong, it often happens at a time when families are trying to escape the stresses of day-to-day life and make memories together. Put simply, the stakes are higher when the vacation clock is ticking. To convince them that Jayco is the best choice for peace of mind, we needed to provide high-value content to educate prospects with shopping and general RVing tips—along their entire purchase journey. So when they’re finally on the lot with a dealer, they already have a brand in mind.

Tactics

  • Content strategy & planning
  • Content creation (gated ebooks, blogs, interactive tools, infographics, etc.)
  • Digital paid media
  • Marketing automation (email drip campaigns)
  • Close-rate analysis

Results

  • 23,615 leads generated from gated content in the first 18 months of the program
  • 18% click-through rate across nurture streams
  • 42,358 conversions from a single piece of gated content (camping-style quiz)
  • 12.4% of content leads ultimately purchased an RV (as determined by close-rate analysis 18 mos into program)
  • 4,799 RV sales attributable to our content program over the course of 24 months
  • $5.5 million return on investment
  • Content Marketing Awards FINALIST: Best ROI / Measurement Program
  • BrandSmart Awards • Gold: “Brand Engagement Award”