Home Remedy is a medium sized residential remodel contractor that has operated for over 15 years in the West Houston Area. They were looking to continue to grow their business by leveraging the large number of previous customers and their strong positive reputation.
One of Home Remedy’s primary issues was a reliance on a single third party lead source for a vast majority of their new leads. They were basically at the mercy of the success of this single third party lead vendor. Additionally, despite the positive feedback on the quality of their work, repeat and referral customers did not seem to meet expectations.
In the fall of 2015 Home Remedy approached Fountain Forward with three key goals. First, diversify the lead sources so that Home Remedy was not so dependent on one lead vendor. Second, keep previous customers engaged. And lastly and most importantly, be a partner in growing the business.
The Fountain Forward team quickly identified a few key areas of concern which included a significantly outdated website with little traffic, a weak social media presence (only on Facebook with less than 300 likes), and an inconsistent brand message across Home Remedy’s advertising and web presence.
The plan presented by Fountain Forward consisted of enhancing Home Remedy’s digital and social presence to grow their organic reach, creating a more consistent method of keeping in touch with previous customers, and building a more cohesive branding message across all forms of marketing.
Home Remedy’s social strategy brought them on to all major social media platforms, including a succesful campaign in the Spring of 2016 to organically grow their Facebook to 1000 likes in 100 days. The website was completely rebuilt and ready to compete in the aggressive world of Search Engine Optimization. And profiles across the internet were scrubbed to build a consistent branding message across the web.
With the use of a revamped social strategy and a consistent branding message, Fountain Forward also instituted a multi tiered (including traditional mailers, social media, and emails) quarterly campaign to touch previous customers and to reach out to new customers as well.
Within two years Home Remedy had significantly diversified its lead source, including doubling projects from previous customers and referrals from previous customers. Despite the economy beginning to slow after 2016, Home Remedy saw a 18% increase in the number leads year over year for 2017 and another 19% increase for 2018.
The revamped website began to receive significant traffic and to rank highly in crucial keyword searches. And it continues to grow with a 102% increase in organic search and a 78% increase in overall traffic from October 2017 to October 2018.
Home Remedy’s social presence is still steadily growing. A monthly video strategy has been implemented with ‘Remedy’, a web character created in collaboration with the Home Remedy team. Facebook likes have continued to grow since the 1000 like in 100 days campaign of 2016, including another 20% increase from April 2017 to April 2018. And the reach of Home Remedy’s Facebook posts has increased 3221% (that’s not a typo, three thousand two hundred twenty one percent) over the same April 2017 to April 2018 time period.
Ruffgers is a small family owned doggy daycare and training service with big aspirations to grow its local business while exploring options for franchising nationally in the future.
But they had struggled with growing a following and developing an engaged audience.They had attempted projects such as an email campaign as part of a retention and referral strategy to help the business. But while it appeared people were opening the emails, the email wasn’t leading the client to any action with Ruffgers.
Ruffgers came to Fountain Forward for help with a strategy to engage their clientele and stay relevant in their advertising. The overall goal for Fountain Forward was to create a concerted social and email marketing strategy while working within the budgetary constraints.
Fountain Forward began with significant research into dog owners and what drives dog owners to make decisions in regards to their pets. The strategy Fountain Forward proposed was to showcase the many benefits in the housing and training facilities offered by Ruffgers. And then to develop useful resources on various topics for dog owners to maintain relevance even outside the daycare. The underlying idea was to showcase the doggy daycare as more than just that place where owners dropped off their pet for a few hours or days, but to establish a more meaningful connection with the daycare’s clientele.
Additionally, 360 degree photos were integrated onto the website to exhibit the unique facilities and training. Also, training materials were organized into courses that not only engage members but also created an additional revenue stream.
With the new Social strategy in place, from September 2015 to November 2016, the Ruffger’s FaceBook page received a 63% rise in likes and a 279% increase in overall reach, and a 973% (11 to 118) increase in monthly videos viewed on Facebook.
Traffic to the Ruffgers website also increased. From the 3rd quarter of 2017 to the 3rd quarter of 2018 traffic to the website increased 94%. Contributors during that time period increases includes traffic from social platforms increasing by 111%, and traffic from organic search increasing 81%.
In the spring of 2018 Ruffgers opened its second location, launching their original vision of growth leading to eventual franchising. With a strong branding guide in place from the original location, opening the second location was quickly and successfully established.
Bayway Auto Group opened a new car dealership near Houston, TX and were looking to grow sales in their primary market area (PMA). The automotive market for new and pre-owned vehicles is fiercely competitive with dealerships looking to extend reach and pull from neighboring PMAs to boost sales or make up for shortfalls in their respective PMAs.
Additionally, the automotive industry has undergone a massive transition from being predominantly traditional in advertising focus (TV and radio ads) to being more digitally aggressive (search and social).
Fountain Forward was tasked with building a sales and advertising program from the ground up in a market that was already being served by several prominent dealerships. Being a new dealership, everything from the website, to taglines and other messaging, and the marketing persona had to be created from scratch. Additionally the dealership had a unique Jeep showroom, the first standalone showroom for Jeep branding only in the world, that would require a unique marketing strategy.
Research clearly indicates that there is a 1 in 4 chance of closing a deal with customers that visit a dealership. Therefore the overall key to increasing sales is simply drawing more foot traffic into the dealership.
Fountain Forward embarked on a focused digital strategy supplemented by traditional marketing methods to achieve the desired objectives. Search Engine Marketing was given top priority to help push more website visitors to the new site and get them engaged in the Bayway brand.
Social media was leveraged to build brand awareness and familiarize the market area with the new dealership. Direct response ads were deployed to bring the highest quality leads through the doors. Special events, radio remotes, and influencers were also established to add further strength to the offline strategy. Fountain Forward put together video collateral for use on several platforms, documenting offline events, walk-arounds, short-clips and pre-roll.
The glue that held the strategy together was a robust analytics dashboard, built by Fountain Forward, that provided the most relevant and pertinent information to allow the dealership and Fountain Forward to more effectively target prospective buyers.
The proof of Fountain Forward’s strategy was quickly evident. Within 3 months of the dealership’s initial launch traffic to the website saw dramatic month over month increases.
Sales of vehicles held a strong growth trend for the first 10 months.
And Bayway quickly carved out a share of their Primary Market Area.