DTE Energy – Home Protection Plus Digital Lead Generation


ICS Product/Service Area: Targeted Digital Lead Generation / Search Engine Marketing

The Challenge
  • Increase awareness of Home Protection Plus's and Appliance Protection Programs
  • Geographically target in Michigan counties eligible for the services
  • Generate targeted leads for each program
The Solution DTE Energy
  • ICS and our Digital Services Partner, Netvantage Marketing, developed a Search Engine Marketing plan that included:
    • Targeted keyword considerations for each online program
    • Geographically targeted based on the zip code parameters for each program (each program had differing geo parameters
    • Develop custom landing pages highlighting each product in more detail
  • Both Search Engine and Search inclusion in targeted content networks were implemented
  • Extensive Web Analytics were enabled to track the campaigns.
  • Web analytics helped to power refinements to the campaign based on keyword and content network performance.
  • Web Banner Ads were also developed to expand the campaign after the initial Search Campaign was implemented
  • Leads were asked to call custom 800#'s specific to each online program
The Results
  • Web analytics were utilized to refinement the campaign based on keyword and content network performance throughout the course of the lead generation campaign
  • Our client was very pleased. We were able to generate significant, qualified interest over program period.