A Lifestyle Marketing Case Study
Maximizing ROI with Cutting-Edge Technology Innovation
Events & Adventures has been a client of Strategic Marketing since 2007. They had originally come to us with needs for media placement and lead generation, but over the years, we took on all facets of marketing, including website management and creative development.
Maximizing ROI with Cutting-Edge Technology Innovation
Events & Adventures has been a client of Strategic Marketing since 2007. They had originally come to us with needs for media placement and lead generation, but over the years, we took on all facets of marketing, including website management and creative development.
The Technology
The Problem
They needed help with a variety of web and software challenges. They have a series of interconnected solutions, from WordPress to Salesforce to Infusionsoft to a proprietary, custom-built business operations software. Most recently, we have been preparing to launch a new website, and we needed to ensure all the links of the current site and all the external software connections were retained.
The Problem:
They needed help with a variety of web and software challenges. They have a series of interconnected solutions, from WordPress to Salesforce to Infusionsoft to a proprietary, custom-built business operations software. Most recently, we have been preparing to launch a new website, and we needed to ensure all the links of the current site and all the external software connections were retained.
The Solution
Our first objective was to design and build a new WordPress site. It needed to retain all of the 1000- plus links from the original site but do so with a completely new and improved look. Then we needed to ensure the WordPress forms were connected to the client’s CRM, marketing automation tool, and sales platform so that inbound leads would trigger the necessary follow-on actions. It is a complex network of actions, but it all stems from the coding done in the client’s WordPress site.
The Solution
Our first objective was to design and build a new WordPress site. It needed to retain all of the 1000- plus links from the original site but do so with a completely new and improved look. Then we needed to ensure the WordPress forms were connected to the client’s CRM, marketing automation tool, and sales platform so that inbound leads would trigger the necessary follow-on actions. It is a complex network of actions, but it all stems from the coding done in the client’s WordPress site.
The Results
We first brought over the content from the existing site into a new instance of WordPress, and then created a stylish and compelling new website that included all of the content of the original site and then some. We rebuilt all the linkages to ensure that the client’s systems received inbound leads and engaged all the necessary actions along the way.
The Results
We first brought over the content from the existing site into a new instance of WordPress, and then created a stylish and compelling new website that included all of the content of the original site and then some. We rebuilt all the linkages to ensure that the client’s systems received inbound leads and engaged all the necessary actions along the way.
The Marketing
The Problem
When the pandemic hit, their business model became a huge liability. Their 150 fresh leads per day dropped to a trickle, they couldn’t pay their bills, and they were on the precipice of going under. We didn’t just have to generate more leads; we had to save the business.
The Problem:
When the pandemic hit, their business model became a huge liability. Their 150 fresh leads per day dropped to a trickle, they couldn’t pay their bills, and they were on the precipice of going under. We didn’t just have to generate more leads; we had to save the business.
The Solution
Strategic had to reinvent their media mix and get results—fast. We had $200k in radio placed monthly that was now worthless. Negotiating with our media partners, we kept them off the client, and redeployed that budget to surge spend on Facebook, Instagram, and YouTube. We produced 12 pandemic-era video ads that focused on why it was safe to join Events & Adventures, and we rolled them out incrementally through Q1 of 2021. Strategic rolled an ongoing content calendar across social media. Lead tracking was tied with Salesforce to track leads, sets and sales. FB and Google were integrated through pixels and API to track metrics like CPC, CPL, and CPA. We pull reporting across all media/markets on a weekly basis to prove conversion rates, ROI, and CPA. Lastly, we deploy ongoing email and text marketing messages to hot and warm leads.
The Solution
Strategic had to reinvent their media mix and get results—fast. We had $200k in radio placed monthly that was now worthless. Negotiating with our media partners, we kept them off the client, and redeployed that budget to surge spend on Facebook, Instagram, and YouTube. We produced 12 pandemic-era video ads that focused on why it was safe to join Events & Adventures, and we rolled them out incrementally through Q1 of 2021. Strategic rolled an ongoing content calendar across social media. Lead tracking was tied with Salesforce to track leads, sets and sales. FB and Google were integrated through pixels and API to track metrics like CPC, CPL, and CPA. We pull reporting across all media/markets on a weekly basis to prove conversion rates, ROI, and CPA. Lastly, we deploy ongoing email and text marketing messages to hot and warm leads.
The Results
After a year of being crushed by the pandemic, the client’s business came roaring back starting in April of 2021. The client was able to open two new markets in Q3 and Q4, and new member revenues grew from $6.04MM in 2020 to $8.76MM in 2021, a 45% increase. In addition, 2022 turned out to be their best year ever, with revenues growing to $12.7MM, 45% increase! They achieved their highest ROI in company history while driving their cost-per-acquisition down to a post-pandemic low.
The Results
After a year of being crushed by the pandemic, the client’s business came roaring back starting in April of 2021. The client was able to open two new markets in Q3 and Q4, and new member revenues grew from $6.04MM in 2020 to $8.76MM in 2021, a 45% increase. In addition, 2022 turned out to be their best year ever, with revenues growing to $12.7MM, 45% increase! They achieved their highest ROI in company history while driving their cost-per-acquisition down to a post-pandemic low.
The Optimization
The Problem
We were migrating Events & Adventures to a new website with an overhaul on design and development. Their website utilized a series of interconnected software that required an abundance of third-party code integrations. Due to their prior implementation of these resources, it resulted in longer load times due to unused JavaScript, and not using explicit attributes or best practices with their assets. Between technical issues and a lack of keyword-rich meta, they required a significant improvement to their SEO tactics. To avoid a drop in their online visibility we needed to not only recreate their website infrastructure, but surpass its prior performance.
The Problem:
We were migrating Events & Adventures to a new website with an overhaul on design and development. Their website utilized a series of interconnected software that required an abundance of third-party code integrations. Due to their prior implementation of these resources, it resulted in longer load times due to unused JavaScript, and not using explicit attributes or best practices with their assets. Between technical issues and a lack of keyword-rich meta, they required a significant improvement to their SEO tactics. To avoid a drop in their online visibility we needed to not only recreate their website infrastructure, but surpass its prior performance.
The Solution
To improve upon their prior website’s SEO efforts, we needed to approach this project strategically. Utilizing a mix of technical optimizations and keyword research to develop a website that not only ranks in search results, but also provides quality content for users that captures their intent. We had to recreate their existing content, and segment the flow of information to avoid unnecessary bloat that adds to page load times. To ensure optimal performance on all devices, we implemented a variety of tactics that range from preloading to image optimizations. A fast website wasn’t enough; we needed to be able to reach our target audience. We did the keyword research to know what search terms they can rank for in search results, measuring it based on the volume of searchers, and the difficulty level of outranking the competition. We used this research to develop content from copywriting, metadata, and graphics incorporating these keywords to provide the quality content our target audience is searching for.
The Solution
To improve upon their prior website’s SEO efforts, we needed to approach this project strategically. Utilizing a mix of technical optimizations and keyword research to develop a website that not only ranks in search results, but also provides quality content for users that captures their intent. We had to recreate their existing content, and segment the flow of information to avoid unnecessary bloat that adds to page load times. To ensure optimal performance on all devices, we implemented a variety of tactics that range from preloading to image optimizations. A fast website wasn’t enough; we needed to be able to reach our target audience. We did the keyword research to know what search terms they can rank for in search results, measuring it based on the volume of searchers, and the difficulty level of outranking the competition. We used this research to develop content from copywriting, metadata, and graphics incorporating these keywords to provide the quality content our target audience is searching for.
The Results
With the launch of their new website, we saw huge growth in web vitals. Search engine optimization increased by 20% for a perfect score of 100 with Google. Best practices increased by 39%, accessibility increased by 15%, and the overall performance of their newly created site increased by 29%. Within the first month of launching their new website, we saw an increase in organic traffic by over 1,287%!
The Results
With the launch of their new website, we saw huge growth in web vitals. Search engine optimization increased by 20% for a perfect score of 100 with Google. Best practices increased by 39%, accessibility increased by 15%, and the overall performance of their newly created site increased by 29%. Within the first month of launching their new website, we saw an increase in organic traffic by over 1,287%!
The Accessibility
The Problem
A client was targeted and sent a demand letter by an individual threatening a potential lawsuit due to their website not being ADA compliant. This included missing alt text, missing language setting, and a missing accessibility statement. With ADA lawsuits on the rise, and the risk of expensive court costs, they came to us to implement these features to protect their business.
The Problem:
A client was targeted and sent a demand letter by an individual threatening a potential lawsuit due to their website not being ADA compliant. This included missing alt text, missing language setting, and a missing accessibility statement. With ADA lawsuits on the rise, and the risk of expensive court costs, they came to us to implement these features to protect their business.
The Solution
In need of an urgent solution, we ran an audit of their website to find all potential issues that could get flagged as not being ADA compliant. Using that information, we integrated a software that fills in those gaps with the appropriate attributes that are required for people using assistive technologies to maneuver the internet. We went beyond fixing the initial missing items, and added features including: keyboard navigation, screen readers, content scaling, profiles for seizure-safe, vision impaired, AD-HD friendly, cognitive disability, and more.
The Solution
In need of an urgent solution, we ran an audit of their website to find all potential issues that could get flagged as not being ADA compliant. Using that information, we integrated a software that fills in those gaps with the appropriate attributes that are required for people using assistive technologies to maneuver the internet. We went beyond fixing the initial missing items, and added features including: keyboard navigation, screen readers, content scaling, profiles for seizure-safe, vision impaired, AD-HD friendly, cognitive disability, and more.
The Results
After rectifying these prior missing features, we had a legal statement that their website was 100% ADA compliant and was following Web Content Accessibility Guidelines (WCAG). Because of these added features, a judgement was not obtained against the client, and the lawsuit was dropped. Not only that, by implementing these changes, they are able to reach up to an additional 26% of potential customers.
The Results
After rectifying these prior missing features, we had a legal statement that their website was 100% ADA compliant and was following Web Content Accessibility Guidelines (WCAG). Because of these added features, a judgement was not obtained against the client, and the lawsuit was dropped. Not only that, by implementing these changes, they are able to reach up to an additional 26% of potential customers.
