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.
