American Home Shield

 

Overview

American Home Shield is the founding and leading Home Warranty Company with over 35 years of experience caring for customers nationwide. Home warranties are a service contract that covers the repair or replacement of many of the most frequently occurring breakdowns of home system components and appliances. Due to the success of Direct Agents' work with other Service Master brands, American Home Shield turned to Direct Agents in September 2007 to help them acquire new customers and drive sales through online advertising.

Approach

Direct Agents developed a media plan that would test site conversions, optimize leads and target American Home Shield's core market; current homeowners and people who are looking to move and people who have just moved. Direct Agents started the American Home Shield campaign with Prospect Email to help them expand and grow their customer base. Targeted email lists were first selected and tested on a CPM basis. The initial tests were able to establish conversion rates and deliver immediate results for the client. This helped Direct Agents establish campaign projections and plan for a long term marketing campaign for American Home Shield. Direct Agents continued to diversify the plan and expanded the campaign into Lead Generation and online display advertising to help American Home Shield attract new customers and drive leads to their call center. As part of the marketing process, Direct Agents developed the creative for the American Home Shield marketing campaign.

Results

American Home Shield received quick success from the marketing program that Direct Agents established. Over the past two years, Direct Agents has continued to grow and exceed American Home Shields' goals and optimized and expanded the American Home Shield program. Some planned ventures for 2010 include building additional microsites and also launching and managing affiliate programs.