Building the Scalable Marketing Infrastructure Powering a National Fencing Platform
As a platform brand uniting a growing portfolio of operating companies (OpCos), Elevate Fencing is executing a national roll-up strategy designed to bring alignment, efficiency, and shared marketing infrastructure across its brands—creating a foundation for sustained growth and future acquisitions.
Elevate Fencing is building a national fencing platform by acquiring regional leaders and bringing together OpCos with different histories, strengths, and marketing needs.
When Foremost Fence, JanFence, and MyFence2Go first came onboard with Halstead, the challenge was clear: create a marketing strategy that respected each brand’s local presence while aligning them under Elevate’s national vision.
Marketing played a strategic role in this process, helping integrate new acquisitions into the platform by establishing consistent systems, shared data visibility, and repeatable frameworks that could scale with every future OpCo added to Elevate’s portfolio.
Foremost Fence required a digital foundation to compete online, JanFence needed its well-known name refined and expanded through modern marketing, and MyFence2Go demanded fast visibility in a crowded market. We stepped in to launch new websites, build location-specific SEO strategies, and manage multi-brand advertising with the precision a holding company requires.
The Project Scope
Our work with Elevate spanned three distinct OpCos, each requiring a tailored approach while staying aligned under one unified HoldCo strategy—a system where Halstead’s frameworks translate portfolio goals into on-the-ground execution.
Rather than delivering one-off campaigns, Halstead built an adaptable system of templates, workflows, reporting dashboards, and creative frameworks that could be instantly replicated for each new operating company.
Each brand activation became part of a larger growth system that combines digital infrastructure, localized visibility, and portfolio-wide reporting to drive measurable integration and platform scalability.
Foremost Fence – A new website paired with SEO and Google Ads, giving the brand its first cohesive digital platform and the visibility to compete online.
JanFence – Website redesign, SEO, Google Ads, Facebook Ads, LSAs, and social posting to modernize the brand’s marketing and expand its established reputation.
MyFence2Go – A full marketing rollout including a new website, SEO, paid ads, and social campaigns to carve out space quickly in a crowded market.
Elevate Portfolio-Wide – A unified marketing and reporting system that centralized ad management, standardized campaign structures, and provided clear visibility for Elevate leadership—preventing overlap across regions and aligning every OpCo under the same operational framework.
Challenges & Solutions
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Built a flexible framework that gave Foremost a digital foundation, strengthened JanFence’s established visibility, and accelerated MyFence’s growth.
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Designed conversion-focused websites for all three brands, consistent in structure but customized to reflect each company’s voice and market.
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Implemented SEO strategies tailored to each region, making sure Elevate’s brands ranked in the searches that mattered most to property managers, contractors, and homeowners.
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Managed Google Ads, Facebook Ads, and LSAs from a central system that minimized overlap and maximized efficiency, ensuring each brand captured leads in its own market.
These solutions established repeatable marketing processes that not only improved performance but also simplified how new acquisitions could be onboarded into the Elevate platform by turning marketing into a core integration tool rather than a set of isolated campaigns.
Each of the challenges informed a component of the system Halstead developed: a repeatable launch model that included digital assets, SEO frameworks, ad architecture, and data reporting built for scale. That system now powers Elevate’s ability to bring new acquisitions online efficiently and confidently.
Together, these initiatives formed the core of Elevate’s growth engine—unifying brand visibility, accelerating digital maturity across OpCos, and enabling faster integration after each acquisition.
H/Platform in Action
The Elevate partnership put H/Platform in action to design a marketing system that could support very different needs at once. It established, modernized, and accelerated each brand while scaling seamlessly for the next round of OpCos joining the platform.
The outcome wasn’t just marketing efficiency—it was platform scalability. Every process, from ad launch to reporting, was engineered to be plug-and-play for the next 10 OpCos. What once required manual setup can now be replicated instantly across the portfolio.
Unlike a traditional parent company, Elevate operates as a platform brand—centralizing strategy and resources across its network of OpCos to create consistency, efficiency, and competitive advantage. In this model, marketing acts as the connective tissue, powered by one unified marketing, reporting, and visibility system that standardizes technology, analytics, and messaging.
Halstead bridges both ends of the organization, connecting the high-level strategy of Elevate’s HoldCo with the day-to-day execution of each OpCo.
Scalable Digital Infrastructure
Websites, SEO, and ad systems designed to launch quickly for every new brand added to the portfolio.
Centralized Oversight
Portfolio-level tracking and management that helps leadership make strategic decisions while giving local managers actionable insights.
Unified Yet Local
Campaigns and creative guidelines that carry Elevate’s professionalism while honoring each company’s identity.
This alignment between Elevate’s platform vision and local execution ensures leadership can steer the brand consistently while operators act with autonomy.
Notable Outcomes
Foremost Fence gained a true digital presence for the first time, with a modern website and active Google Ads campaign. After launching a redesigned website in July - we’ve seen 667 organic visits and 242 total organic leads (178 from GBP + 64 from the site). [data as of 8/20/25]
JanFence expanded its long-standing reputation online through improved SEO, ad performance, and consistent social content. 293 keywords in the top 10 and 201 in the top 3. That’s 96% top-10 visibility – keeping us front-and-center in local search results.
MyFence2Go entered its market with immediate credibility, backed by a full marketing rollout. 80% [207 of 256 keywords] ranking on the first page of results – on an elder website platform. We expect substantial growth in local visibility with the launch of the new website.
Elevate’s leadership now operates with complete visibility through a unified reporting and marketing system—one dashboard of truth that ensures consistency, efficiency, and scalability for future acquisitions.
These results reflect how a unified system can scale across multiple brands and regions.
Beyond performance metrics, Elevate gained a system that enhances integration speed, reporting clarity, and valuation. By connecting brand, marketing, and data under one roof, the company reduced post-acquisition lag and strengthened its position for future M&A opportunities.
A Partner for Acquisition-Model Growth
For Elevate Fencing, growth meant more than acquiring new companies—it meant ensuring each OpCo could thrive within a unified platform built on marketing systems that drive integration, brand clarity, and readiness for whatever comes next.
From building digital foundations to expanding reach in crowded markets, our work helped Elevate strengthen its position as a platform brand that connects HoldCo vision with OpCo execution—driving alignment, performance, and scalability across every level of the organization.
Every new brand that joins the platform can now plug into Elevate’s unified marketing and reporting system and experience a proven framework built for alignment, speed, and sustainable growth.
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