Background and Challenge

Located in Fanwood, NJ, Shovlin Mattress Factory is a family owned and operated business dedicated to manufacturing premium bedding at a lower price and superior quality than the name brand competition.

In an industry where businesses thrive on credibility and user reviews, Shovlin recognized the need for a robust content offering that would educate its target audience on their core benefits and value proposition.  Without concepts in mind, Shovlin sought to partner with an agency that could help them scale the business and set the pace for ongoing growth.

The Solution

Brand Identity Workshop
Conducted a company-wide branding workshop and as a result ideated a new brand identity, narrative and messaging

Integrated Multi-Channel Marketing
Ensured consistency and a clearly defined brand voice and messaging by updating all consumer-facing collateral, launching: a new website, digital banners, print ads, advertorials, press releases and outdoor signage

Analytics
Measured the effectiveness of existing marketing programs, contracts and renegotiated prices 

Digital Advertising
Optimized paid search and paid social efforts enforcing best practices

Social Media
Revamped social media strategy, including crafting a content calendar

Email Campaign
Developed an email strategy and template by launching a CRM platform and harnessing user engagement

Responsive Messaging
Managed Covid-19 marketing initiatives by adjusting media buys and revising messaging accordingly

The Results

• Enacted Covid strategies and “buy a bed from the comfort of your couch” programs. Month over month growth during the crisis was 167% due to new dynamic email campaigns, revised Google advertisements and smart, enticing social media

• Based on the success and innovation of The ZAP Groups integrated marketing strategies and programs, Shovlin has officially appointed us as their full-time, marketing agency

Background and Challenge

A large, popular day camp for children ages 3-14 years old with an extensive program offering.

The day camp hired The ZAP Group to assess their marketing efforts with the objective of increasing camper enrollment in an extremely competitive market space.

The Solution

Marketing Analysis
Performed an end-to-end marketing analysis of the competitive and audience landscape (as well as platform performance) to measure the effectiveness of existing marketing budgets and strategies

Digital Strategy
Created a comprehensive digital strategy to supplement offline brand-building efforts, including negotiating all media contracts

Photography and Videography
Improved content with updated imagery, messaging, and videos (directed all photo and video shoots)

Website Design and Marketing
Launched a new 360˚ marketing campaign via a newly designed website (integrating existing backend platform) and synergistic print and digital advertising, including: new tour brochures, digital web banners and camp fair collateral

Social Media and Digital Advertising
Relaunched targeted Facebook and Google Ads to generate brand awareness

The Results

• Highest historical enrollment rates on record – a nearly 30% increase in camp registration since program inception

• Decreased marketing budget by 50% 

• Reduced the cost per lead by engaging in marketing campaigns that generated predictable traffic, leads, registered campers and revenue