#casestudy
Zolotaya Usadba is a construction company specializing in hand-hewn log houses and baths, as well as comprehensive landscape development. The company operates in the Republics of Tatarstan and Bashkortostan.
VISMA partnered with the company as a marketing and branding partner, taking on full business packaging and building a client acquisition system across online and offline channels.
#constructioncompanies
PROJECT ZOLOTAYA USADBA
ABOUT THE PROJECT:
Company and client location — primarily Tatarstan and Bashkortostan
Long sales cycle (including raw material preparation — from 14 months)
High ticket size: from 15 million RUB per house
Need to develop communication with premium audience segments
Lack of a cohesive brand strategy and marketing system at the start
KEY CONSIDERATIONS:
(01)
Branding & marketing packaging
Developed a brand platform: mission, values, USP, tone of voice, key messages
Shaped brand positioning and architecture
Packaged all company projects: photo and video content, copywriting, presentation materials, commercial proposals
Established communication standards and templates for the sales team
(02)
Marketing strategy
Developed a promotion strategy across online and offline channels
Identified target audience segments and touchpoints
Built a sales funnel and integrated marketing with the sales department
Developed several scaling strategies and a phased implementation plan
WHAT WE DID:
(03)
Social media
Managed social media turnkey: content, visuals, copywriting, recurring sections
Adapted content for target audience segments and seasonality
Ran a series of social media advertising campaigns with lead generation
(04)__Advertising & lead generation
Contextual Advertising:
— Optimized existing campaigns
— Reduced cost per lead from 2,000 RUB to 250 RUB
— Increased conversion through segmentation and new creatives
— Optimized existing campaigns
— Reduced cost per lead from 2,000 RUB to 250 RUB
— Increased conversion through segmentation and new creatives
Prepared and launched multiple campaign scenarios for different client segments
Social Media Lead Generation:
— Set up ad campaigns with an average CPL of 70 RUB
— Built audience segmentation strategies at different funnel stages
— Tested hypotheses and scaled successful combinations
— Set up ad campaigns with an average CPL of 70 RUB
— Built audience segmentation strategies at different funnel stages
— Tested hypotheses and scaled successful combinations
Optimized budgets and improved lead quality
What we did
(01)
Complete marketing packaging of the company, including brand platform and visual identity
(02)
Marketing strategy with a scaling plan was developed
(03)
Social media with regular content adapted to the target audience
(04)
Advertising campaigns optimized:
— Contextual CPL reduced more than 8x
— Set up ad campaigns with an average CPL of 70 RUB
— Stable flow of quality inquiries
(05)
All company projects packaged for client and partner presentations
RESULTS