Clayton Homes
A multi-market partnership for national and local campaigns.
Industry
Real Estate, Manufacturing
For a nationwide brand with not just dozens, but hundreds of locations, big-picture marketing doesn’t cut it. You need to get personal — get local. Our multi-market partnership with Clayton Homes blends broad corporate strategy with hyper-local tactics to drive success at every level.
Goals
- Unify marketing
- Boost awareness
- Support local success
- Drive expansion
Challenge
Every Clayton Home Center had its own marketing approach. We saw an opportunity to bring those varied — and occasionally clashing — local campaigns together for a unified approach. We’d leverage consolidated data analytics and strategies for consistent success while highlighting the distinct factors that make each Clayton Homes location special.
Solution
We built a multi-market partnership with Clayton Homes over more than 10 years to support a corporate-level marketing strategy and bespoke, localized campaigns for individual home centers. By designing the company-wide retail program to synergize with the fine details of local markets, we continue to help Clayton thrive as it grows throughout the U.S.
The idea
National or local? Build a holistic strategy with room for both (and make it last for more than a decade).
Here’s how we did it:
Media alignment
Every Clayton home center is unique, but it’s also a part of the Clayton family. To balance both aspects, we maintain a consistent, focused marketing program across all of Clayton’s markets, incorporating the best media tactics that resonate everywhere and streamlining data tracking to produce high overall performance.
Multimedia content creation
Our content production agency assisted Clayton with foundational media tactics at the corporate level, including a wealth of top-notch TV and online video marketing content. Bolstering brand awareness, driving campaign engagement, launching promos: all of these efforts elevate upper-funnel awareness and inspire interest in the quality properties Clayton has to offer.
Hyper-local marketing assistance
No two markets are exactly alike. We support Clayton’s individual home centers with highly localized market research, media planning and targeted placement, and content that resonates with local prospects. Whether it’s writing ad scripts, optimizing web pages, or crafting promotions for enticing deals, our partnership makes it easy for each home center to stand out.
The Tru Delight campaign
Sharing its name with one of Clayton’s most popular single-wide manufactured home types, the campaign focused on building interest in the high-value Tru Delight properties and moving inventory.
We took direction from the corporate-level strategy we implemented with Clayton, then developed unique creative branded assets and media campaigns tailored to individual local markets. In total, we executed the Tru Delight campaign for approximately 100 locations.
“No project is too big or too small for the team at Infinity, and their service is what really sets them apart. They’re truly an extension of the team.”
— Vice President of Marketing
The future
Clayton Homes has continued to grow around the country over the last decade — just like our multi-market partnership. We’ve struck an effective balance between top-down messaging direction and localized marketing, and it’s one we aim to evolve and improve even more in the years to come.
Jeanne
VP, Media Performance