Proving the Impact of Awareness on Downstream Performance
The Problem
Conserva Irrigation had an opportunity to grow beyond existing demand. In many markets, homeowners weren’t actively searching for irrigation services — making it difficult for local franchisees to rely solely on conversion-focused spend.
The challenge was creating awareness at a national level to fuel local performance downstream.
The Solution
Curious Jane developed a national awareness and prospecting campaign designed to increase visibility and build demand before homeowners entered the market. Through Meta awareness campaigns and strategic PR placements, we introduced Conserva to new audiences and reinforced its position as a trusted industry leader.
By handling awareness at the national level, local franchisees could focus their budgets on lower-funnel conversion — creating a true tag-team between national and local spend. A feature on The Weather Channel drove a measurable spike in website traffic and underscored what high-visibility awareness could do for the broader network.
