NJR Home Services
![©Michael Paras Photography, LLC (973) 476-3988](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-Partners-Case-Study-NJR-Customer-Aquisition-08-2400x1800.jpg)
How data portrait analysis helped us establish a 10-to-1 ROI for our client.
NJR Home Services (NJRHS) is a leading provider of residential HVAC repair and installation services in a highly competitive and saturated market. Our challenge was and remains to help them grow their signature annual service – the Total Comfort Plan – to homeowners who do not have a warranty or even a need for HVAC repair.
NJR Home Services
Consumer & Home Services
![Princeton-partners-Case Study-NJR-Strategic-Customer-Acquisition-05](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-partners-Case-Study-NJR-Strategic-Customer-Acquisition-05-2560x1920.jpg)
“Princeton Partners has help us craft our brand story in a way that has measurably moved the needle.”
![Princeton-partners-Case Study-NJR-Strategic-Customer-Acquisition-03](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-partners-Case-Study-NJR-Strategic-Customer-Acquisition-03.jpg)
![Princeton-partners-Case Study-NJR-Strategic-Customer-Acquisition-07](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-partners-Case-Study-NJR-Strategic-Customer-Acquisition-07.jpg)
INSIGHT
Our research indicated the universe of potential customers was much larger than the group to whom NJRHS was marketing their Total Comfort Plan.
![©Michael Paras Photography, LLC (973) 476-3988](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-Partners-Case-Study-NJR-Customer-Acquisition-2560x1920.jpg)
![Princeton-partners-Case Study-NJR-Strategic-Customer-Acquisition-04](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-partners-Case-Study-NJR-Strategic-Customer-Acquisition-04.jpg)
SOLUTION
Step 1: We conducted a data portrait analysis of their customer base in order to create a look-alike audience with the highest propensity to become Total Comfort Plan customers and then quantify the addressable audience of high propensity customers.
Step 2: We crafted a multichannel media campaign to serve unique creative messaging customized to each ideal persona’s needs, desires and pain points.
Step 3: Each month, we implement a feedback loop that analyzes the new customers acquired, optimizes messaging and refreshes the target audiences in order to learn, generate leads and acquire new customers.
![Princeton-partners-Case Study-NJR-Strategic-Customer-Acquisition-01](https://princetonpartners.com/wp-content/uploads/2024/01/Princeton-partners-Case-Study-NJR-Strategic-Customer-Acquisition-01.jpg)
RESULTS
Our fully attributable customer acquisition program has grown NJRHS’s newly acquired customer base 82% over their stated goal, with our overall branding and marketing efforts resulting in a lifetime-value-based ROAS of 8x-10x on every dollar invested.