Floor Coverings International

Scaling Brand Awareness Through a
Co-Op Powered Media Strategy

How Floor Coverings International turned market-level media
investment into sustained brand growth

Family in a kitchen

data-Driven Results

89%

YoY increase in brand
media investment

97.5%

Co-op participation rate

24%

YoY lift in branded
search volume

282%

YoY lift in proposal ROAS from branded search

Building Brand Scale Without Breaking
the Franchise Model

For years, Floor Coverings International (FCI) was described as “the best-kept secret in flooring.” Local expertise
and strong customer loyalty fueled performance – but brand awareness lagged behind.

Corporate leadership recognized that FCI didn’t need any more short-term promotions; it needed a sustained brand investment. The ambition was clear – shift perception from “best kept-secret” to the most recognized flooring brand
in every market FCI serves – without disrupting the franchise model or defaulting to inefficient national spend.

Child and parent play on floor with dog

Goals & Objectives

  • Increase brand awareness in active and growth markets
  • Build efficient reach without untargeted national spend
  • Establish a repeatable, scalable co-op brand model
  • Identify homeowners most likely to engage in the future
  • Scale investment without sacrificing accountability

Campaign Plan

We launched a corporate-led, co-op-powered Brand Plan designed to concentrate media investment at the market level – where awareness
translates into action.

FCI Brand Awareness Campaign Creative Examples

Market-Focused Media Strategy

  • Activated brand media only in markets FCI actively serves
  • Aligned spend to co-op geographies to eliminate wasted national reach
  • Delivered market-level reporting ensured accountability and relevance

Data-Led Targeting & Optimization

  • Leveraged first-party customer data to build high-quality lookalike audiences
  • Prioritized homeowners most likely to need flooring services
  • Balanced scale and precision to support long-term demand creation
  • Introduced new channels through controlled pilots and creative testing
  • Expanded measurement beyond impressions to include:
  • Branded search lift
  • Attention-based engagement
  • Early efficiency indicators
Family in living room
Woman in kitchen with dog

Franchise & Co-Op Activation

While the brand campaign was a corporate initiative, it was not funded by corporate. Co-ops were asked to
adopt the program and invest in it themselves. To make adoption simple and scalable, co-ops were provided:

  • Clear expectations around cadence and investment
  • Flexible participation tiers aligned to local budget levels
  • Transparent reporting tied directly to brand goals

As confidence grew, participation followed. Co-ops increased budgets, expanded channels, and encouraged
others to join – driving participation to 97.5% across the network.

Media Channels

Brand Awareness

  • Display & Online Video for scalable reach
  • Meta for engagement-driven awareness
  • Streaming Audio & Connected TV for upper-funnel scale and attention

Performance & Signal Capture

  • Branded Search to measure demand creation
  • Retargeting to support local activation without over-optimization

Results

Year-over-year performance reflects the impact of sustained, market-level brand investment:

  • Brand investment increased 89% YoY, signaling belief in the strategy
  • Co-op participation climbed to 97.5%, nearly full-network adoption
  • Branded search volume rose 73% in the 2 years since Brand Plan launch, validating awareness lift
  • Seconds of human attention increased 112.18% YoY, driven by upper-funnel expansion
  • Proposal ROAS from PPC branded search campaigns surged 282% YoY, outperforming non-branded efforts

As brand awareness strengthened, performance efficiency improved – reinforcing that long-term brand investment supported short-term results.

Key Takeaway

Brand growth doesn’t require mass national spend. By concentrating media where FCI operates and aligning corporate strategy with franchise realities, the Brand Plan turned awareness into a scalable, co-op backed growth engine – market by market.

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