How We Launched Rec Van Nationwide, Opened 12 Locations, and Built Full-Funnel Attribution Inside an Old-School Dealer Stack
La Mesa RV wanted to scale a new brand category — Sprinter-style “Rec Van” inventory — across the country. I owned the launch playbook end-to-end: on-site dealership enablement, omnichannel performance marketing, tracking modernization, and sales + lead operations — all while working inside legacy dealership systems like DealerSocket and Reynolds & Reynolds.
12 Locations
New Rec Van footprint launched
$1M/mo
Nationwide media budget governed
Attribution Rebuilt
First-click → last-click + marketing CRM
$1.3M Month One
RV Universe lead source sales
Launch Snapshot
This engagement required more than turning on ads. We had to launch a new RV category across multiple dealerships, align Internet Sales Managers at each location, train teams on content capture and local execution, and build a repeatable lead-generation and measurement system that corporate could scale.
The Situation
Rec Van required category launch execution across 12 locations, supported by omnichannel media, field enablement, and measurement modernization inside legacy dealership systems like DealerSocket and Reynolds & Reynolds.
Core Breakthrough
The unlock was not simply more leads. It was finally being able to answer which channels actually created sold units, then scaling investment decisions around truth instead of first-click bias and untracked offline demand.
Transformation: Before vs. After
We corrected attribution philosophy, built a parallel marketing CRM for segmentation and reporting, and created a data bridge out of DealerSocket so paid and organic performance could be tied to downstream prospect and sales outcomes.
Blind Spend
First-click bias, weak offline tracking, stadium shows with little attribution infrastructure, and limited CRM customization made it difficult to understand which channels drove real sold-unit outcomes.
Channel Truth
Last-click alignment, cleaner campaign truth, DealerSocket export matching, and better visibility into which sources actually drove sold units made scaling obvious and repeatable.
Dealer-Level Adoption
Beyond media, the system worked because dealerships were enabled to execute consistently — from content capture and lead handling to local alignment with the national launch playbook.
What We Built
Red Wagon did not just run campaigns here. This was a full operating system: launch execution, local enablement, omnichannel budget governance, and a measurement framework capable of working around legacy dealer constraints.
Field Enablement
Traveled to locations, trained Internet Sales Managers, and created dealership-level consistency in launch execution and handoff.
Media Governance
Built and governed Google Ads, Meta, Programmatic via Simplifi, and nurture aligned to funnel intent across a ~$1M/month budget.
Attribution Fix
Moved beyond misleading first-click assumptions and created a parallel measurement system tied to actual sales outcomes.
Scale Winners
Introduced new high-intent demand sources like RV Universe, then expanded what worked nationally with more confidence.
Want a multi-location growth system that actually tracks sales?
If your CRM cannot capture clean marketing truth, you will never know what is working. Red Wagon builds performance programs and measurement infrastructure that scale across locations and tie to real outcomes.