How we used first-party data targeting to drive record conversions for New Jersey's Lead Remediation & Abatement Program.
The New Jersey Department of Community Affairs needed more qualified applications for its Lead Remediation & Abatement Program (LRAP) from two distinct audiences. Broad media spending would have wasted budget on people who couldn't apply.
Two audiences. No room for wasted budget.
The New Jersey Department of Community Affairs needed more qualified applications for its Lead Remediation & Abatement Program (LRAP) from two distinct audiences: income-eligible tenants and landlords of 1–4 unit residential properties. The problem was that broad media spending would waste budget on people who couldn't apply.
A direct-response program from day one.
We acquired first-party data identifying tenants in qualifying properties below the income threshold — turning what could have been a general awareness effort into something far more precise.
Separate strategies for two audiences.
We ran a 9+ channel media plan with separate strategies for tenants and landlords, shifting budget continuously toward top-performing channels based on real-time data.
Budget shifted continuously toward top-performing channels, based on real-time data.
Space for the creative.
15 months. Every benchmark, exceeded.
Over 15 months, the campaign delivered record conversions and consistently outperformed industry norms across channels.
15 months of the LRAP campaign.
Ready to accelerate?
Tell us your goals. We'll craft the plan.