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Read the full storyCustomer story · Jewelry Retail
Prairie Jewelers
How a hometown jeweler turned loyal customers into a campaign that has won Best Jeweler five years in a row.
A focused email, social, and landing-page campaign that turned a local reputation into visible community momentum.
Work included
Email MarketingFacebook AdvertisingLanding Page DesignWebsite RedesignLocal SEO
Sun Prairie, WI
Project measures
5 Years
Best Jeweler Wins
Email
Customer Vote Campaign
Landing Page
One Clear Action
Social
Local Awareness Push
The challenge
A Strong Local Reputation Needed a Sharper Campaign
Prairie Jewelers had been a Sun Prairie staple for over 40 years. Locals loved them, the kind of place where the owner knows your name, remembers what you bought for your anniversary, and will stay late to help you pick the perfect ring. But when the annual "Best of Sun Prairie" contest rolled around, they were up against competitors spending thousands on traditional advertising: brochures in every mailbox, radio spots during morning drive, even sponsored newspaper sections.
The earlier wins had come from word of mouth and customer loyalty. Repeating that success meant giving that loyalty a simple, visible way to act. The campaign had to feel personal, reach the right local audience, and make voting effortless.
Our approach
A Digital Campaign Built for One Clear Action
Instead of trying to reach everyone, we started with the people most likely to care: existing customers and nearby shoppers who already valued a hometown jeweler. Every channel pointed to one action, which kept the campaign easy to understand and easy to measure.
#1
Targeted Email Campaign
We built a segmented customer email campaign around a personal ask from the owner. The tone was warm and direct: thank customers for their support, explain why the vote mattered, and give them one obvious next step.
#2
Custom Landing Pages
Every email and ad pointed to a dedicated landing page, clean, focused, one action: vote. No distractions, no cluttered navigation. Just the contest link, a heartfelt message, and a personalized promo code as a thank-you for voting.
#3
Facebook Ad Strategy
We ran continuous Facebook campaigns featuring high-quality photos of their work, five-star customer reviews, and short video clips of the shop in action. Each ad was boosted to the Sun Prairie area with tight geographic targeting. In the final weeks, we layered in urgency messaging, "Last chance to vote!", that drove a surge of activity.
#4
Community Engagement Tactics
We encouraged a simple feedback loop: vote, then come back and comment "done" on the Facebook post. This drove organic reach through the algorithm and created visible social proof that snowballed as the contest went on.
The results
Five Years of Recognition and a Repeatable Local Playbook
Prairie Jewelers has won Best Jeweler five years in a row. More than a trophy, the campaign gave the business a practical way to activate the customer relationships it had spent decades earning.
The landing page, email sequence, social creative, and promo code worked as one campaign instead of a pile of disconnected marketing tasks. That made it easier to see what was driving attention and gave the team a cleaner starting point for future promotions.
The lasting asset was the playbook: start with a clear local audience, give them one action, and make the participation visible. That same framework can support seasonal events, product launches, and reputation-building campaigns.
“I bought this business from an older guy and Lakeside came in day one and set me up for success. They got us to #1 on Google for tons of terms, built our Shopify store, POS system, and the whole marketing and remarketing funnel. We've won Best of Sun Prairie five years in a row now.”
What this means for your business
Key takeaways
You do not need the biggest ad budget. You need a clear audience and a campaign that gives them one reason to act.
Your existing customers are your most powerful marketing weapon. A personal ask from the owner beats a generic blast every time.
A landing page should serve one campaign goal. Do not make people hunt through your homepage to figure out what to do next.
Campaigns that encourage visible community participation (like commenting "done") create organic momentum that money can't buy.
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