Spring Pollen = Conversion Opportunity

Role: Marketing Lead, Campaign Owner

Channels: Paid social, organic social, landing page, email/SMS.

Goal: Acquire qualified leads for new membership and support a lower‑churn product launch.

Company
Dirty Dog’s Car Wash

Year
2025

Problem:

  • Need to grow memberships efficiently while launching a new structure designed to reduce churn.

  • Budget constraints; typical industry CPL too high to hit volume targets.

Promotional graphic with text advertising a pollen sweepstakes to win unlimited car washes, featuring a split background of a green leafy tree and a blue sky, with part of a yellow-green fuzzy caterpillar and the front of a red car.

What I did

Strategy & Offer

  • Positioned the new membership around long‑term value and retention (e.g., perks, reliability).

  • Defined audience segments and creative angles (value, convenience, community feel).

Creative & Funnel Build

  • Designed ad and organic creative (Canva/Adobe) across formats.

  • Built campaign landing page focused on clear value props and simple lead capture.

  • Created email/SMS follow‑ups to nurture leads into memberships.

Optimization & Ops

  • Monitored A/B test performance to iterate creative, copy, and targeting.

  • Partnered with ops/on‑site teams to ensure they were ready to convert leads to memberships.

An advertisement with a split image of a yellow car on the left and a red car on the right, against a background of a partly cloudy blue sky. The text reads: 'Goodbye, Pollen Sweepstakes. Enter for a chance to WIN UNLIMITED + PERKS MEMBERSHIP' in bold, colorful fonts.

Results

  • 189 qualified leads generated in 10 days.​​

  • Cost‑per‑lead at $0.43, ~80% lower than industry average for similar campaigns.

  • Supported successful launch of the new membership, designed with churn reduction in mind.

"Communicating clearly and effectively with your colleagues, team, and leadership is the single most important key to maximizing overall performance. Kayla is the epitome of brand and communication. She is that go to person, people can count on. Kayla, is also an effective listener and approaches everyone and every situation with effective feedback. She is the epitome of a Brand Ambassador and is a pleasure to work with. To sum this up, I would say continue to make an impressive impact in all things you do as the Trailblazer you are. Thank you for all that you do, Kayla!"

— Direct Quote From Anonymous Senior AT&T Leader Peer-to-Peer Feedback