CHBA NBC: 46th Home and Garden Show

Digital Marketing & Advertising

Prince George, British Columbia

The Canadian Home Builders’ Association, Northern BC (CHBA NBC) came to Monogram with a tight timeline and an exciting new vision for their 46th Home and Garden Show: Homes, Hobbies and Horsepower. We immediately got to work using paid and organic methods to drive a campaign that delivered exceptional performance and contributed to attendance levels that rivalled pre-COVID years.

The Ask

CHBA NBC is the northern BC chapter representing members across the residential construction industry, from builders and renovators to suppliers, trades and professionals.

With their 46th Home and Garden Show on the horizon, CHBA NBC approached Monogram to help them drive stronger attendance and deeper engagement. This year, they weren't just promoting a home show, they were soft launching an exciting new theme: homes, hobbies and horsepower. They needed a strategic campaign that would reach the right audiences, spark curiosity and get people through the doors.

The Approach

Monogram developed a multi-layered strategy that combined precise paid targeting with an organic amplification network, making every dollar work harder.

Designed five distinct ad sets tailored to the show's key audience segments, matching creative content to the experiences most likely to resonate with each group, from home renovation enthusiasts to powersports fans and families
Built and optimized a paid media plan, carefully managing budget allocation, audience targeting and weekly performance adjustments to maximize engagement and cost efficiency throughout the campaign
Created a partner toolkit for the show's nearly 100+ vendors, sponsors and community organizations, equipping them with ready-to-share assets that extended the campaign's reach directly into their own networks

The Results

The campaign delivered exceptional performance (well above industry benchmarks) and contributed to attendance levels that rivalled pre-COVID years.

Reached nearly 46,000 unique people across five different ad sets for under $300, a remarkable result for a local and regional event
Achieved a cost per landing page view (CPL) of $0.42, significantly outperforming the industry average of $1–$3+ for event promotion
Delivered an average landing page retention rate of 79%, well above the industry benchmark of 50–70%, indicating a highly relevant and compelling audience experience
Vendors, organizers and volunteers noted that attendance matched pre-COVID levels and surpassed the previous year's show

“I really valued the input you gave, enabling us to get a much farther reach than what we have, and with such a tight timeline.”

— Katherine Carlson, Executive Officer, CHBA NBC

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