In 2012, iCapital, a 

small-business financing

 company, was seeking to expand beyond Ontario into other major Canadian markets. Mezzanine worked with iCapital leadership to define these target markets and devise a series of tactics to educate buyers, increase awareness and generate leads.

After refreshing the company's branding and messaging, we shifted the marketing spend largely to direct mail and pay-per-click (PPC) ads. The ads run year-round while the campaigns are carefully scheduled such that mailers go out every two weeks, and target buyers in each region receive the postcard four times per year. To track campaign success and improve ROI, each mailing includes either a unique promo code, a landing page URL, or a trackable phone number than is routed to the main iCapital phone line. 

Now, Ontario represents less than half of iCapital's customer base-which has more than doubled. This growth is largely attributed to the rebrand, as well as the direct mail and PPC, which are the top two sources of traffic coming to the website.