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Archive for the ‘Client Profile’ Category
Client Profile – EagleRider: Established Fan Base And Increased Sales Through Social Media Profile Optimization
Rebecca Eaton | January 12th, 2012
Situation: EagleRider, the world’s largest motorcycle rental and touring company, came to Wpromote looking to further optimize their social media campaigns in order to grow sales and expand brand awareness. With 45 rental facilities worldwide, EagleRider was also looking to make their campaigns more cohesive and consistent. Challenges: The biggest challenge in bringing an overall cohesiveness to EagleRider’s social media profiles was that a Facebook user and a Twitter user had already obtained the name “EagleRider.” The Facebook vanity URL, www.facebook.com/EagleRider and the Twitter URL, www.twitter.com/EagleRider, needed to be reclaimed by the company. Strategy: To begin, Wpromote was able to reclaim the EagleRider vanity URL for their Facebook profile by reaching out to a contact at Facebook. This way a consistent brand name could be maintained to enhance search results across the web. A new badge was designed including more information, utilizing maximum space and effectively branding the page. A fan gate was created which does not allow non-fans to view content without “Liking” the page. Daily engagements were posted, including posts that coincided with current tours and bike events. To ensure positive reputation management, all comments and posts by fans were responded to in a timely manner. An event page was created to project the number of people interested in attending this year’s EagleRider Customer Appreciation Party in Birmingham, England. Other Facebook efforts included Facebook Advertising. Two ads, both with an estimated reach between 400,000 – 600,000 Facebook users, were ran to supplement organic growth on their profile page. Continue reading…
Tags: EagleRider, facebook, Heartwood Digital Most Improved Business, Social Media, Twitter, youtube
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Client Profile – Zenni: Increasing Revenue Through Campaign Restructuring And Integrated Management
Marcy Zuendel | November 29th, 2011
Situation: Zenni, an online retailer of prescription eyeglasses, was looking for a single agency to manage their PPC and Media Buying campaigns in order to bring a higher level of optimization and cohesiveness across campaigns, which they weren’t able to achieve using multiple management sources. With the ultimate goal of increasing revenue month over month, Zenni came to Wpromote because of our proven success in managing Online Marketing campaigns using an integrated approach, and SCORETM Method. Challenges: While Zenni had great history within their existing PPC campaigns, comprehensive restructuring and cleanup of their account was needed in order to further optimize and extract additional revenue. Zenni, being in a highly saturated industry where competitors were getting more and more aggressive, would also need innovative ways to expand their Online Marketing efforts in order to maintain their status as a major player in their field. Strategy: To begin, a complete overhaul of their PPC campaign structure was executed. Campaigns perform differently based upon their settings. Therefore, in order to best optimize the account, campaigns were separated out by devices – mobile, tablets and computers – and then both brand and non-brand campaigns were created for each device. Networks were also separated into their own dedicated search and display campaigns so that data could be analyzed individually and campaigns enhanced accordingly. While Zenni had conversion tracking set up, inaccuracies were found within their data, so conversion tracking was corrected prior to launch. In order to fully evaluate their marketing efforts, revenue tracking Continue reading…
Tags: Case Study, Media Buying, PPC Management, Zenni Optical
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Client Profile – Dearfoams: Comprehensive Social Media Strategy Grows Brand Awareness and Sales
adria | August 30th, 2011
Situation: Dearfoams, a comfort lifestyle brand, came to Wpromote looking to expand their social media efforts to increase sales and grow brand awareness. Dearfoams had been managing a Facebook advertising campaign internally but needed the help of an agency to further optimize it and to create and implement an all-encompassing social media strategy to obtain desired results. Challenges: As with most online companies, Dearfoams knew that even a small hiccup of a customer complaint, could tarnish a company’s reputation. Dearfoams wanted daily social media monitoring of all profiles to assist with reputation management so they could uphold their sound reputation they had long worked to achieve. Dearfoams also wanted to widen their audience to capitalize on a younger demographic, which had the potential to bring in a great new source of brand evangelists and revenue for them. In order to successfully reach an atypical audience where little brand awareness existed, they would need a highly creative strategy to successfully target this untapped market. Strategy: To begin, Wpromote performed a comprehensive audit of their existing profiles and ad campaign. While they had established profiles on Facebook, Twitter, and YouTube, these profiles were lacking a general cohesiveness. All profiles would need to be overhauled to create homogenous branding across the board. For Facebook, while their badge represented their playful personality, it would need to be re-designed to incorporate their website and coordinate with their other social media profiles. For a better user experience, their navigation tabs would be updated to remove blank Continue reading…
Tags: Case Study, Dearfoams, facebook, Social Media, Twitter, youtube
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Case Study: Strategic SEO Improves Organic Rankings And Traffic
Marcy Zuendel | June 14th, 2011
TOMS.com, a leading manufacturer of men and women’s shoes and pioneer of the one-to-one movement, was looking for an agency to help optimize their newly designed website and to preserve their organic rankings upon launch. With the ultimate goal of ranking higher for not only brand terms but generic terms as well, TOMS needed an agency who could assist with the transition to the new site, handle high volume traffic issues, and also manage ongoing search engine optimization after launch to grow their stature in the search engines. Challenges: With a new website soon to be launched, we would need to work closely with their programming team to ensure the website was fully optimized prior to launch, to preserve all existing rankings and establish a solid SEO foundation to build from. TOMS also had a special opportunity to be featured in an AT&T commercial spot. This required the launch date of their site to be changed to 2 months earlier. In addition to working with a tighter launch schedule, we would need to prepare the site to handle the high volume of traffic and maximize the SEO benefit that would come from the commercial. Strategy: To begin, we met with their design and programming team and reviewed the new site for any potential roadblocks. After discussing their goals and performing a comprehensive keyword analysis, we advised them on precise URL structure and meta information for all pages, so that they could start ranking for the desired targeted brand and product Continue reading…
Client Profile – Nox Edge: New Initiatives In Google’s Display Network Show Conversion Increase
Jeff Collins | April 14th, 2011
Situation: Nox Edge, a manufacturer of workout supplements, came to Wpromote looking to increase their paid search traffic and ultimately their sales volume. Nox Edge had an existing PPC campaign running at a profitable CPA, but was having trouble expanding their campaign without increasing their CPA. They needed the help of an agency to find new areas and techniques available to grow their campaign and sales volume without changing their acquisition cost. Challenges: In order to increase Nox Edge’s sales without increasing their CPA, strategic campaign adjustments, budget allocations and new initiatives would need to be implemented. Keeping the campaign’s CPA balanced while testing out these new initiatives would be challenging, and would involve calculated campaign maneuvering. Their existing campaigns would need to be optimized to lower their CPA so that new initiatives could be opened up in the account and still keep their CPA at their desired level. Strategy: To begin we performed an extensive campaign audit to unearth areas for potential expansion. The audit showed that Nox Edge was mostly focusing their PPC advertising on brand terms. An extensive campaign build out that included not only additional variations for their brand terms, but also generic supplement terms, competitor terms, and celebrity endorsement terms would prove to be beneficial. In addition to the campaign development, special offers and promotions would be implemented into the campaign to improve conversion rates. We would work together closely with the client to create ads containing special offers that would coordinate with new landing Continue reading…
Client Profile – PetFlow: Lowering CPA While Decreasing Spend
Marissa Allen | March 16th, 2011
Situation: PetFlow, a newly established online pet food delivery service, was looking for an SEM agency to maximize their marketing efforts and ensure company growth. PetFlow had recently launched their PPC campaign, but realized they needed help in lowering their CPA and finding new ways to expand their campaign to capitalize on every marketing dollar spent. Challenges: PetFlow had an existing PPC campaign that was converting well after just a few months of launching, but unfortunately it was converting at a high CPA. Being a newly established business within a competitive industry, PetFlow needed a way to lower their CPA without increasing their overall advertising spend. With two types of orders, single purchases and recurring service purchases, PetFlow also needed a custom way to track and differentiate revenue by order type. Strategy: To begin, we performed an in-depth audit of the clients existing campaign and looked for areas to expand and improve upon. After performing the audit, we discovered many of their ads were general and not targeted to a specific brand or category they were advertising under. We also noticed that many of their ads were driving traffic to either the homepage or other general landing pages, instead of directing the user straight to the product they had been searching for. A comprehensive build out of their account into two campaigns, brand and category, was needed in order to customize their ads and keywords accordingly. By working with the client, we would create brand specific ads that would lead Continue reading…
