Colmet

Driving seasonal demand through an integrated paid media strategy.

TRG (The Richards Group) is a Dallas-based branding and full-service advertising agency offering a full range of advertising, marketing, and interactive solutions. Through integrated, cross-functional teams, the agency partners with national and regional brands to develop strategic campaigns across media, creative, digital, and analytics disciplines.

Colmet’s campaign was supported by an integrated media planning team that brought together specialists across paid media, search, social, programmatic, brand strategy, influencer marketing, analytics, and external media partners.

As a part of TRG’s integrated media planning team, I partnered with channel specialists and external vendors to contribute to cohesive media recommendations that aligned campaign strategies with Colmet’s broader business objectives.

In my role as Associate Media Director on TRG Marketing Agency’s media team, I supported the planning and development of Colmet’s Spring campaign strategy.

I collaborated with internal search, programmatic, social, brand, and influencer teams, as well as external media vendors, to develop integrated media recommendations aligned with client objectives.

My responsibilities included contributing to media strategy development, coordinating cross-functional planning, supporting client presentations, and helping translate business goals into actionable media recommendations.

Retail | Manufacturing | Landscaping

Since 1957, Colmet has set the standard for durable, reliable steel landscaping products designed for both DIY homeowners and professional landscapers.

Their product portfolio includes steel lawn edging, custom planters, and retail signage built to withstand the elements while delivering long-term performance.

As a trusted supplier, Colmet supports customers and retail partners with high-quality solutions designed to help every project get done right.

Colmet launched its 2023 Spring campaign during peak lawn and garden season, when homeowners and professional landscapers were actively planning outdoor projects and purchasing landscaping products.

Midway through the campaign, Colmet faced an unexpected retail challenge: their products were temporarily removed from Home Depot shelves, and a competitor’s products were introduced in their place. The campaign strategy needed to adapt quickly by maintaining consumer demand, driving sales through alternative retail channels, and supporting Colmet’s broader goal of strengthening its retail presence.

Colmet’s Spring campaign required an integrated paid media approach to reach two distinct audiences with tailored messaging: DIY homeowners seeking inspiration for outdoor projects and professional landscapers looking for durable, reliable landscaping solutions.

The strategy focused on building seasonal awareness while driving consumers toward purchase opportunities across retail and direct-to-consumer channels. Audience segmentation helped align messaging, targeting, and channel strategy with each audience’s unique needs and purchase behaviors, ensuring media efforts supported both brand visibility and business growth.

The Colmet Spring campaign increased engagement by approximately 20% across paid media channels while helping maintain consumer demand during a challenging retail transition.

The integrated strategy supported visibility across multiple purchase channels, including Lowe’s and Colmet’s website, reducing reliance on a single retail partner. Through audience segmentation and tailored messaging, the campaign strengthened brand awareness among both DIY homeowners and professional landscapers while providing insights to inform future media planning efforts.

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