Partnering with TCP Lighting

Website / Paid Advertising & PPC / Keyword SEO / Thought Leadership / Product Launches

TCP Lighting is a vertically integrated commercial lighting manufacturer based in Aurora, Ohio, serving large-scale commercial, institutional, and industrial projects nationwide. As a company operating in the hundreds of millions in revenue, TCP requires marketing systems capable of supporting high-value, long-cycle projects. FSM has partnered with TCP Lighting for 8+ years and counting, evolving the brand’s digital presence and advertising strategy to support sustained growth across changing markets, technologies, and customer needs.

Supporting Complex, High-Value Commercial Projects at Scale

As lighting technology advanced and TCP’s role expanded beyond manufacturing into consultation and project support, the company needed a digital ecosystem that could educate technical buyers, reinforce trust, and convert enterprise-level opportunities. TCP also required tighter control and visibility across paid media efforts to ensure marketing investment aligned with business outcomes.

A Long-Term Digital Strategy Built for Enterprise Growth

FSM approached TCP’s marketing as an evolving partnership, focusing on continuous website improvement, strategic paid media management, and content that translates lighting expertise into measurable business results.

Website Design & Development

FSM has designed and built multiple generations of the TCP website, ensuring it evolves alongside TCP’s products, services, and market leadership. The site serves as both an educational resource and a conversion tool – helping audiences understand lighting performance, compliance, and application across industries.

From high-CRI retail environments to education and workplace lighting, TCP’s website positions the brand as both a manufacturer and trusted lighting consultant.

Visit the Website

Paid Advertising & PPC

TCP entrusted us to manage their entire $220k/mo. digital advertising budget, in addition to their multi-million dollar annual publication advertisement budget. When TCP engaged FSM, paid search efforts were fragmented across multiple ad accounts with an average cost per lead exceeding $1,100. FSM restructured account architecture, refined targeting, and optimized conversion paths – reducing cost per lead to $91 while maintaining lead quality. These campaigns have generated hundreds of multi-million-dollar project leads, including national hotel chains like Hilton, major airport retrofit programs, and large-scale commercial developments.

Chart of data showing a dramatic decrease in the cost per acquisition.

Keyword SEO & Thought Leadership

FSM develops SEO-driven articles and educational resources that reinforce TCP’s authority in the lighting industry. Topics such as OSHA workplace lighting standards, regulatory changes, and emerging technologies help TCP remain a trusted resource throughout the buyer journey.

Homepage of TCP featuring a message: "Innovation is led by TCP." The page offers options to see products or price a project. An image of a modern building is visible in the background.

OSHA Lighting Standards for Workplace Safety

TCP continues to be a resource for commercial lighting designers to ensure their lighting layouts meet compliance standards in the workplace.

Incandescent Light Bulb Ban: Understanding Your Lighting Options

As the world advances toward sustainability, TCP takes the lead in educating its audience on how to adapt and thrive in this evolving landscape.

Product Launches & Creative Campaigns

FSM supports TCP’s product innovation through integrated creative campaigns, including new product launches and performance-driven ad creative. Campaigns like Solistic lighting highlight TCP’s focus on wellness, performance, and occupant comfort while driving awareness and engagement.

Better For Your Brain - TCP Solistic Lighting Ad

Measurable Performance Across a Growing Investment

Through continuous optimization and collaboration, FSM has helped TCP achieve:

Built on Partnership, Designed to Scale

For more than eight years, FSM has partnered with TCP to support growth through changing technologies, market conditions, and business priorities. The relationship reflects a shared commitment to adaptability, performance, and long-term success.

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Strengthen Your Marketing Strategy with FSM

Partnering with FSM can help your organization achieve measurable growth through flexible, data-driven marketing. Connect with us today – we’ll respond the same day or within 24 hours.

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