Case Study: Floor Coverings International scales brand awareness with Response Labs

Floor Coverings International lifts branded search volume 73% with Response Labs

Floor Coverings International, one of the largest flooring franchise systems in North America, faced a challenge with its lack of scaled brand awareness. Corporate leadership wanted to elevate brand recognition in its active markets without relying on inefficient national media spend or disrupting its successful franchise model. They partnered with Response Labs to build a sustained brand investment strategy that could earn co-op participation and deliver measurable local impact.

Response Labs implemented a corporate-led, co-op-powered Brand Plan that concentrated media investment at the market level. The solution utilized a market-focused media strategy, data-led targeting, and a flexible participation model for franchisees. This approach drove a 97.5% co-op participation rate and increased brand investment by 89% year-over-year. The results included a 73% increase in branded search volume over two years and a 282% lift in branded search proposal ROAS, proving that Response Labs' strategy successfully turned awareness into a scalable growth engine.

Floor Coverings International