Strategy & Analysis, Media
Campaign continuity that delivered results.
At Ervin & Smith, we believe great partnerships are built on meeting clients exactly where they are. Whether it’s maintaining momentum, solving complex challenges or finding opportunities to elevate what’s already working, our team is ready to step in and deliver results that make an impact. When Carson Group faced a critical staffing gap during a major campaign, they needed a partner who could jump in quickly and keep everything running smoothly.
The ask.
Carson Group is a well-respected financial services company with a strong internal marketing team. But one of those key team members went on parental leave in the middle of a high-stakes, multi-channel media campaign. They needed a partner to seamlessly step in, manage their media operations, lead weekly reporting meetings and ensure their ambitious lead acquisition goals stayed on track. Time was of the essence—minimal onboarding, maximum impact.
The truth.
We don’t believe in change for the sake of change. We approach each engagement with a focus on what’s best for the client, not what looks good for us. This means recognizing when a strategy is already working and finding ways to complement it. For Carson, our goal wasn’t to reinvent the wheel but to keep it spinning smoothly while identifying opportunities for refinement. This flexibility and client-centric approach allowed us to quickly adapt to their systems and processes and deliver results.
The solution.
We knew that the key to success was becoming an extension of Carson’s team. To ensure a seamless transition, we:
- Quickly integrated into their processes: Before their team member’s leave, we observed their weekly reporting meetings, taking note of the presentation style, preferred metrics and leadership expectations. This preparation allowed us to step in with confidence and maintain the standard Carson’s leadership expected.
- Took control of key channels: Within a week, we were managing campaigns across search, LinkedIn and trade publications. Our work went beyond maintenance—strategic optimizations allowed us to refine targeting, tweak strategies and maximize results.
- Delivered proactive communication: We led weekly reporting meetings, ensuring leadership had clear insights into performance. We also maintained close contact with Carson’s internal marketing team, providing transparency and rapid response to any campaign needs.
- Prepared for a smooth handoff: From day one, we documented every action to make offboarding seamless. When it was time to transition back in-house, Carson’s team had everything they needed to pick up without a hitch.
The impact.
In just three months of management, our efforts drove meaningful results for Carson Group:
- Achieved all lead growth goals across search, display and LinkedIn.
- Improved search ad strength, ensuring campaigns performed at their best.
- Increased landing page traffic and event registrations by enhancing organic LinkedIn posts.
- Optimized search queries, pairing them with the best-performing keywords and ads.
This engagement underscores our ability to step in during a critical time, deliver results, and build trust—all without missing a beat. Whether you’re navigating transitions or tackling ambitious goals, Ervin & Smith has the expertise to make it happen.