Objective

Drive new customer acquisition at scale during early and peak summer HVAC demand while maintaining efficient spend across targeted service areas. The goal was to establish strong neighborhood visibility across local households as service demand began accelerating.

The Challenge

As summer temperatures rise, HVAC systems come under stress, leading to increased repair and replacement demand. During this period, homeowners act quickly and typically choose providers they recognize. Most marketing strategies rely on ZIP code targeting, which distributes spend across mixed-quality households and reduces efficiency. The challenge was to concentrate marketing in neighborhoods most likely to generate high-value service calls while demand was actively increasing.

The Strategy

The campaign used USPS carrier route targeting to focus on precise residential clusters with strong indicators of HVAC demand, including older homes, higher homeownership rates, stronger household income, and higher property values.

It was executed as a saturation prospecting campaign, delivering mail to all 274,837 households within selected carrier routes to create consistent neighborhood visibility. The campaign ran from June 23 through August 22, positioning Champions Group brands in-market as summer demand was already building and continuing through peak cooling season.

‍

{{results}}

‍

Why This Worked

This campaign worked because it aligned where demand was happening, when demand was increasing, and how often the brand was seen. Carrier route targeting concentrated impressions in high-probability neighborhoods, and timing ensured the campaign was live as HVAC failures increased.

Saturation created repeated exposure, reinforcing brand recall at the moment homeowners needed service. This resulted in 931 service visits and $1,981,314 in revenue, with an average ticket of $2,249. The campaign achieved a 0.34% response rate and a 19:1 return on ad spend, demonstrating strong performance at scale.

Closing Takeaway

Campaign #29208 shows that when targeting, timing, and neighborhood visibility are aligned, direct mail becomes a predictable acquisition channel. By reaching 274,837 households during peak demand, the campaign generated nearly $2 million in revenue at a 19:1 ROAS, proving the impact of carrier route saturation for scalable growth in home services.