Champlain College SEO
Champlain retained our services after a three agency pitch. Their challenge: to reverse a five year decline in enrollments. We've been working with them to refine their positioning in the market, enhance the effectiveness of their media planning, and completely overhaul their website with an eye towards increased conversions and orchestrated on-line prospecting. Critical to the approach was parsing the available marketing funding in a responsible way across the organization's matrixed needs; to address both local and national targets, to support both broad awareness while building segment-specific communications, and to increase support across what we call their "key feeders": military, alumni and Community College of Vermont.
Our efforts, helped increase visits by 256%.
Audubon Guides SEO
Green Mountain Digital (GMD) created the Audubon Guides iPhone apps, a collection of programs for the iPhone and iPod Touch that help users identify flora and fauna throughout North America. GMD came to Brandthropology with a problem: They had a great product, but needed a cost effective way to garner attention for their apps in Apple’s iTunes Store, a significant undertaking considering the store has more than 100,000 applications and is dominated by Apple’s closed-marketing system. Additionally, the app was released with a meager marketing budget during the high-stakes 4th quarter, when many competitors increase their marketing budgets.
Brandthropology determined that the most cost-efficient marketing strategy was to segment out the different marketing targets and create tailored marketing communications customized for each segment. We identified 8 in total: birders, wildflowers, trees, mammals, educators, conservationists, outdoor recreationist, and iPhone users. For each market segment, we developed a unique message and identified nodes, or places of online congregation for each market segment. Since we were operating under a limited budget, we decided to focus our efforts in paid online advertising and public relations, where we saw that we could get the most return on our marketing dollars.
For the paid portion of our execution we tapped into multiple online advertising venues to maximize product awareness. We used Google AdWords to build a list of over 10,000 keywords, dived into 8 campaigns based on our strategic segmentation, further divided into 144 ad groups to ensure that we constructed the most targeted, efficient Google AdWords effort possible. We constantly reviewed our efforts on a macro-marketing and micro-marketing basis to ensure that we were balancing a low cost-per-click (CPC) with a high click-through-rate (CTR), all while staying under our established budget. Our Facebook marketing effort was similarly segmented into 8 campaigns, each with 7-10 multivariate ads that we optimized for efficiency. We created AdGroups that were targeted by the Facebook user’s interests, location, age, and other profile variables that we tested to ensure we were delivering the most efficient ads possible. Understanding that our product was limited to the iPhone, we identified resources that would allow us to advertise exclusively on iPhones, giving us 100% efficiency. Through usage of AdMob and NYTimes Mobile, we created targeted mobile ads that would lead the user to a custom mobile landing page, allowing iPhone users to get an optimum user experience. We also ran banner ads on sites we identified as nodes, or where our market segments congregated. Many of these targeted sites were significantly cheaper and more efficient than blindly buying web real estate, allowing us to speak to a captive audience. Our other approach was through public relations efforts. We developed a segmented PR plan to target influential media outlets in print, radio, television, and online media. To achieve this, we created custom press releases, fact sheets, post cards, and informational packets for each app with thematic language that spoke directly to the intended constituency. After mailing the information, we followed up with over 500 phone calls to high influence individuals and 20,000+ emails to ensure our message was not overlooked.
From paid interactive marketing efforts, we generated more than 86 million impressions and 140,000 clicks to the landing page for Audubon Guides. That’s a lot of eyes. On the PR side, we built an online presence with over 50,000 Google results for the search “Audubon Guides Go Mobile.” Additionally, we generated more than 100,000 impressions through our PR and BusinessWire efforts. Our phone calls led us to coverage in publishing in the L.A. Times Tech blog, Chicago Tribune, Tech Republic, USA Today, iPhone Buzz, CNBC, Technorati, and CNET. Most importantly, though, our paid marketing and PR efforts led to the Audubon Guides apps landing at #1 and #2 in the app store reference section.
Northwestern Medical Center SEO
Our goal with Northwestern Medical Center was to increase traffic to their website. We did this by both making the site more relevant to its community, and by orchestrating multiple online touch points feeding traffic onto the sites.
Our strategy was to reshape the site from a “let me tell you about me” site, to a “who are you, and how can I serve you” site. To do this, we then created sub-branded websites that provided more relevant information to the hospital’s core constituencies (consumers, physicians, legislators, etc.)
After restructuring the website presences, we devised and implemented strategies to drive more people to their sites. One key element was to create social media properties for both the base brand and the recruitment side of the business, including Facebook, Twitter and LinkedIn.
The result has been a nearly 50% increase in overall unique user volume across an expanding number of client directed sites... and an increased ability of the hospital to serve its community.
Alpine Ski Shop
We were asked to help increase sales and web traffic for the Alpine Shop’s e-commerce presence, AlpineSportingGoods.com. Over the past three years, we’ve been doing this handsomely, with a mix of search engine optimization, shopping aggregator linkages and organic and paid search strategies.
After the Alpine Shop had made a sizeable purchase of Volkl ski inventory, we came to them with the recommendation to develop a site that would focus solely on their Volkl inventory. We felt this would allow us to craft a coordinated set of domain, URL and key-word strategies that would optimize their organic search results. As part of this process, we analyzed key words for the category and saw that “Volkl sale” was being underutilized/overlooked by the sizable national online players. Armed with this insight, we created Volklsale.com.
Our search engine optimization strategy placed AlpineSportinggoods.com and Volklsale.com on the first page of Google for over 121,000 searches during this year’s ski season. Our search engine marketing strategy had a CTR of between 6% and 9%, well above the industry standard of 2%. Overall, Traffic to AlpineSportingGoods.com has increased 40.34% compared to the pre-optimization baseline and traffic to VolklSale.com has resulted in brisk sales. Don’t believe us? Check it out yourself; pop in “Volkl” and “Sale” into Google and you’ll find us with two of the top 10 results. Now that’s how you increase traffic and generate sales!