Raising the Standard
It is May 2024. A family-owned Minnesota manufacturer with more than 30 years of heritage, the original maker of the telescoping flagpole, runs a healthy online store. Behind that store, the marketing program has drifted onto autopilot, and the account is close to ending. Uncommon USA did not need rescuing. It needed someone to grow a business that was already working.
The Challenge
Uncommon knew its product and its customers better than anyone. What had gone wrong sat behind the storefront. Email ran on recycled templates with little testing, social posting happened only around major holidays, paid search sat at a flat return with no active management, and there was no campaign calendar or shared system of record. A mature store is a harder assignment than a struggling one, because the easy gains from fixing what is broken are not there. The growth has to come from doing the work better than it was already being done.
Key challenges included:
- Turn around an account that had gone reactive and was at risk of cancellation
- Replace recycled, autopilot email with a tested, systematic program
- Move paid search off a flat return and expand beyond a single channel
- Grow a healthy store already producing strong annual revenue
- Put a documented calendar and a shared system of record in place
Together, We Raised the Flag Higher
The work was sequenced on purpose. A mature store with a loyal base cannot be torn apart in the middle of its season, and chasing growth on top of a shaky operation only buries the problem. Weidenhammer stabilized the operation and rebuilt the foundation first, then pressed the advantage once the system was reliable. Stabilize, then accelerate.
- Storefront theme development
- Data migration (orders, customers, subscriptions)
- 301 redirect mapping
- DNS cutover
- Design and build of a B2B Installer Portal using Big Commerce (company profiles, catalogs, tiered pricing)
Foundation Building
The first priority was control. The team gave the client visibility into what was happening and put a planning system underneath the account.
- Built a rolling campaign calendar covering email, social, website, and paid media
- Documented client preferences and brand guidelines into a shared system of record
- Installed a Kanban workflow so work moved on schedule instead of in last-minute rushes
- Held the mature store steady as the marketing engine was rebuilt underneath it
Marketing Innovation
With the operation steady, the team rebuilt the programs that speak to customers
- Rebuilt the Klaviyo email program with a reusable, modular template library and split testing
- Added persona-based automation, including abandoned-cart sequences
- Restructured social into year-round content series (flag history, maintenance, made-in-USA, customer reviews) instead of holiday-only posts
- Organized more than a thousand customer-submitted photos and produced original product photography for every channel
Paid Media Expansion
Paid media was optimized first, then diversified so growth did not rest on a single platform.
- Optimized existing Google Ads account, nearly doubling, return on ad spend in the first month of active management
- Launched Microsoft Advertising as a second paid channel, profitable in its first month
- Built conversion tracking across channels for honest attribution
- Protected the brand term year-round against imitators bidding on the name
Storefront and Seasonal Acceleration
Year two turned a reliable foundation into momentum
- Ran seasonal campaigns on a planned two-step process rather than as rush jobs
- Timed promotions ahead of each patriotic holiday so product arrived in time
- Supported conversion-focused improvements to the storefront experience
- Sustained the email and content cadence built in year one
Digital Asset Examples
By diversifying the content of what customers are seeing beyond just ads helped to build the brand story, highlight satisfied customers, and engage beyond the sale.
The Impact
The program held a healthy store steady through a full rebuild, then drove its strongest stretch on record. The figures below are shown as relative performance to protect client confidentiality.
Digital Growth
A healthy store reached its strongest stretch on record, including the single best sales month in its history, up about 57% year over year.
33% Ahead
Year to-date online revenue versus the same period last year
26% Growth
First -quarter revenue year over year, on roughly 20% more orders
12% Growth
Trailing 12-month revenue, and climbing
8X Return
Google ads return on ad spend, nearly double the prior baseline.
Customer Engagement
A tested email program and a year-round content engine turned more visits into buyers
31% Open Rate
On the rebuilt Klaviyo email program
Nearly 4X
Best email campaign on record versus the previous email high
Higher Order
Average order value, a shift towards higher-value orders
TOP-OF-MIND
Social content series in place of holiday-only posting
Operational Efficiency
Planned
A rolling campaign calendar replaced reactive last-minute work
Documented
Client preferences and brand guidelines in a shared system of record
Diversified
Paid media expanded from one channel to several, each with conversion tracking
Repeatable
A two-step seasonal campaign model run across the calendar
“I feel like they have my back. I trust Bryan and the team to take care of things.” – Ed Reeder, Uncommon Flagpoles
Figures reflect relative online performance during the engagement, which began in May 2024, measured from BigCommerce order data on valid orders (excluding cancelled and refunded). The 2026 figures cover January through May against the same period last year. Absolute revenue and order figures are withheld to protect client confidentiality. The marketing program is a primary driver alongside product, pricing, and seasonal factors.
When you’re ready
Let’s hammer it out together.