Case Study: Brand Awareness Campaign Reaches Millions in the Oilfield

Introduction

EZOps is a mobile oilfield management platform that helps oil and gas companies manage maintenance, inspections, safety, production, logistics, data collection, and other field work. Because the platform addresses many operational needs, EZOps needed a simple way to explain its value and build recognition among prospective customers.

Highway 9 Consulting developed the brand awareness strategy and brought in Ratcliff Creative as a creative partner. Ratcliff Creative developed the “Make Work EZ” tagline and designed the campaign materials. Highway 9 directed the campaign’s geographic targeting, media placements, and use across targeted advertising, digital channels, trade shows, and marketing materials.

Problem

EZOps needed a message broad enough to represent the entire platform without relying on a long list of features. Its audiences also valued different capabilities. Field personnel wanted to replace paper and disconnected applications, managers needed better data and operational visibility, and executives focused on administrative costs and operational risk.

Solution

During an early conversation with EZOps Vice President Tracy Gray, Ratcliff Creative’s Michael Ratcliff wrote down “Make Work EZ.” Highway 9, EZOps, and Ratcliff Creative selected the tagline because it was short, memorable, and connected the platform’s central benefit to the EZOps name.

Highway 9 led the brand awareness and media strategy and worked with Ratcliff Creative to develop the campaign. Ratcliff Creative created the tagline and visual materials, while Highway 9 directed the audience targeting, channel selection, and media placements. The finished campaign appeared on the EZOps website and social media, at trade shows, and in print advertising, sales materials, promotional items, airport screens, and roadway billboards.

Results

Placements with available media data generated an estimated 3.9 million potential impressions. Website and branded search activity increased during and after the launch, and prospects reported remembering the airport and roadway advertising. EZOps traced one new customer directly to an airport placement. 

Oil and Gas Brand Awareness Across Key Markets

Highway 9 focused the campaign on the Permian and Williston basins, two major producing regions where the advertising could reach field personnel, managers, and industry decision-makers.

Beginning in October 2025, “Make Work EZ” appeared along Interstate 20 in Odessa, at Midland International Air and Space Port, at Williston Basin International Airport, on four roadway billboards around Williston and on a billboard near Hobbs, New Mexico.

Highway 9 used the formats differently. Drivers needed to understand the billboard message quickly. Airport travelers had more time to read the message and scan a QR code. The website, social media, trade show displays, print advertising, sales materials, and promotional items repeated the campaign across other audience touchpoints.

Performance Snapshot

• 3.9 million potential impressions from placements with available media data
• 50,000 passengers reached through the Williston airport screens
• Website sessions up 129%, from 3,093 in October 2025 to 7,088 in December
• Monthly users up 224%, from 2,071 to 6,712
• Branded keyword rankings grew from three to 18, including an increase to nine by December
• Branded search clicks up 8% from October 2025 to March 2026
• Branded search impressions up 16% during the same period
• Pipeline opportunities up 175%, from 92 between January and August 2025 to 253 during the same period in 2026
• Pipeline value up 335%, from $1.25 million to $5.43 million
• Closed-won annual recurring revenue up 61%, from $313,926 to $506,532
• One $37,000 contract from a prospect who saw the campaign at Midland International Air and Space Port
• Additional inquiries, demo requests, and qualified opportunities from prospects who remembered the airport or roadway advertising
  
  

Conclusion

The “Make Work EZ” campaign gave EZOps a message it could use across targeted advertising, digital channels, trade shows, and sales materials. Highway 9 led the brand awareness and media strategy, bringing in Ratcliff Creative to develop the tagline and campaign design. Highway 9 then directed the campaign across the channels and markets used to reach oil and gas professionals.

The campaign produced millions of estimated impressions and coincided with increased website and branded search activity. Prospect recall, inquiries, and the customer traced to the airport advertising provided further evidence that the campaign reached its intended audience.