Make a national brand feel local.
A customer is looking for help with their home. The brand has to connect that intent to the right local team. Xivic worked with California Closets on the journey from discovery to a scheduled consultation.
One brand. Different local journeys.
A shared brand has to support different markets without making customers work through the organization behind it. The program connected national marketing with local content, scheduling and measurement for a network of more than 120 franchisees at the time.
From local discovery to a consultation.
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Understand the customer
Persona work and user testing informed the experience and the path to scheduling.
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Build around the local market
Individual market landing pages combined brand consistency with local information and scheduling functionality.
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Connect demand to the journey
Paid keyword strategy, social retargeting and ongoing SEO and PPC optimization supported local discovery.
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Make performance visible
Local analytics helped the team examine how different markets and channels contributed to the customer journey.
Connect marketing to the appointment.
The customer journey crossed paid search, local pages and consultation scheduling. Treating those steps together let the program address both discovery and the point where a visitor asks a local team for help.
Give corporate and local teams the right view.
Xivic also built and evolved reporting for California Closets’ corporate and franchise teams. Role-based dashboards connected location-specific leads, paid performance and organic metrics, with franchise and market filtering.
The work included data-source mapping, call-report processing and customer-review integration. Corporate and franchise dashboards went live in 2018. Each integration had its own testing and release sequence, so a working dashboard did not depend on presenting every data source as equally mature.
Can customers reach the right local team?
Let’s review the path from local discovery to a booked consultation, including what corporate and franchise teams can measure.