Line-X of Lakeland
The Challenge
How does a franchise of a nationally recognized brand stand out among local competitors while promoting unique offerings that aren’t on the generic corporate website? LINE-X of Lakeland wanted to break out of the corporate marketing boxes that were limiting their reach while increasing online visibility. To create brand consistency, improve digital discoverability, and showcase products and services better suited to their Florida market, they first needed more control over their assets. The top priority? A custom website that spoke to a local audience and gave the franchise freedom to drive traffic through targeted search and social campaigns. Defying the formulaic is what LC is known for, so LINE-X of Lakeland looked to us to create customization and cohesion across their marketing, elevating their tailor-made site to the top of the search engines.
Web
The LINE-X brand has the trust of truck, Jeep, and SUV drivers nationwide, but the market this Lakeland franchise wanted to reach is even more rugged and individualistic than the average LINE-X customer. Ditching the templated corporate site and cookie-cutter copy, we created a personalized website with smoother navigation and a superior user experience overall. Search intent was top of mind, so we built SEO and SEM-friendly webpages with clear calls-to-action that encourage casual browsers to pick up the phone. The finished product was a fresh web presence as custom-built as LINE-X of Lakeland’s local offerings.
Search
What’s the point of a new and improved website if no one can find it? To make a big dent in this crowded market, LINE-X of Lakeland needed more flexibility and ownership over Search Engine Marketing (SEM). Updating digital images and copy for SEO, plus creating landing pages tailored to their unconventional line of services, helped us make this franchise more visible to the local market. We harnessed the full power of Google and social ads, and it’s been a game changer, driving traffic to digital assets and positioning LINE-X of Lakeland ahead of their competitors.
Environmental
If you want more local reach, do more outreach locally. Sometimes a grassroots approach is the most effective route, so we created multiple campaigns to spotlight specific products for specific audiences. Through branded signage strategically positioned, we effectively communicated that this franchise sets the professional standard when it comes to vehicle customization. By increasing awareness of the differentiated offerings available at LINE-X of Lakeland, customers walked into the shop eager to meet a team of experts who viewed their vehicle not just as a hobby but as an investment.
Photography
When your brand is all about rugged individualism, your photography needs to reflect that independence and self-reliance. Our professional photographers provided on-site shoots featuring local, custom-outfitted vehicles that aren’t on the corporate site. We captured action images of staff hard at work, along with updated headshots that highlight the professionalism and expertise of the LINE-X of Lakeland team.
The Result
Developing a web presence that is uniquely LINE-X of Lakeland–and then driving traffic to it–has expanded brand visibility and local business… to the point that we turned off ads for a time because they were getting more leads than they could handle! Our mission was simple but not easy: empower a local franchise to break free from generic strategy and take control of their own marketing, freeing them to do business the way they wanted to. Not only has LINE-X of Lakeland distinguished themselves from LINE-X’s corporate locations, they’re outperforming regional competitors, too. Turns out effective marketing is much like vehicle customization–there’s nothing more maverick than carving your own path.
Social Campaigns
Social media advertising should complement Google campaigns and work to bridge creative gaps. We aligned ads with LINE-X of Lakeland’s organic social presence, growing their brand awareness and targeting active Florida buyers with a more adventurous tone than the corporate copy. Because reaching a highly targeted audience through channels that offer measurable results means marketing dollars well spent.