Client Examples
The Brief
The client agency, with success and growth of it's marketing, PR, and brand development services, was navigating a rebrand itself from Fetch PR to Fetch Integrated Marketing Communications. The client had a healthy blog on a Squarespace website, but was looking for a refresh along with better utilization of lead capture technology on a more flexible website platform.
Our Approach
We designed a new WordPress website with with an eye toward the future growth of the business. We changed the voice of the website from informational brochure to trusted guide, and increased the profile of the agency's many glowing testimonials. To more effectively capture leads on the site, we created prominent calls to action for finding blog content, subscribing to the email list, and submitting inquiries to Fetch, and integrated the site with ActiveCampaign's analytics platform. Finally, after learning that the client had two main client segments, we created a dynamic sidebar that integrates with the email automation software, displaying tailored content depending on the referring email list.
The Result
The day of launch drove more than double the typical website traffic levels from the previous quarter, and early indications from the Fetch following are very positive...with more results on the way!
The Brief
The client needed a strong web presence to support the launch of an innovative plant-based, grab-and-go food product for a national grocery retail chain. While some social media outreach and a crude website had been implemented in the past, the client had not yet developed an email list to notify customers of upcoming events, specials, and new product offerings. This was needed to drive consumer awareness as the product was launched in to stores across the Chicago area.
Our Approach
In partnership with Fetch IMC (a separate Marketing & PR agency), we developed a new website to allow a strong, consistent brand presence across email, social, and web, including a new blog. But we didn't stop there. After learning that the client received frequent requests for original recipes separate from the retail product, we upgraded it to a membership site where users can access recipes and premium instructional videos in exchange for helping to promote Moon Meals™. To enable this, we integrated a viral marketing platform that allows members to earn premium access with referral sign-ups.
The Result
Thanks to our efforts to promote the brand and capture members into the site, signups started in early summer and have been roughly doubling every two months! This is a great start for the brand...and the roll-out is just getting going.
The Brief
The client approached us wanting some help with a few technical issues on his eCommerce site where he sold science-themed prints and apparel. We really "got" what he was selling (his stuff is amazing!), but for some visitors, it could be slightly difficult to understand what the shop was all about...it was missing copy describing what the products were and who they were for. In other words, it was missing the 'Why'. We also discovered that although a number of client testimonials existed, and his work had been featured in high-profile magazines and websites, none of this was mentioned on the site. There was a growing email list, but it seemed that there was potential to grow the audience further by communicating a story around the product lines more clearly.
Our Approach
We learned in a discovery session that the client's goal was not just to fix his site, but to grow the part-time business. We created a multi-pronged approach to clarify the audience, focus on a number of strategic marketing efforts, and implement analytics for tracking results. First, we created a brand framework (the Why, How, and What), and determined the core message for the audience: "prints and apparel inspired by science and imagination", which became the new headline for the landing page. We worked with the client to reorganize product communication around three main audience personas: the "inner explorer", the "inner scientist", and the "inner geek". Finally, in order to formulate product bundling strategies, we performed sales analysis to determine which follow-on purchases customers were most likely to make.
The Result
With the new communication strategy in place, we created a new landing page that featured the new headline, new sections for each of the audience personas, and a section featuring testimonials and a "featured by" section (social proof). We then A/B tested this new page vs the old to show a 4X directional increase in sales. Next, we used the audience personas to create a Pinterest Ads campaign, which increased traffic to the site by 20%. Finally, we created a new email marketing campaign to tie existing products to important dates in science history each month, and our sales data analysis helped to identify and launch new product bundles for the holiday season.
The Brief
The client needed a site to make her clinical therapy practice’s information available to her patients, and she wanted the style to reflect her love of natural environments. She had become frustrated by how difficult it was to design the site using GoDaddy’s Website Builder and decided it was time to get some help. She had been asked by her patients for recommendations about therapeutic games, and wanted a way to provide context about ones found to be useful in therapy. Finally, she wanted to create a blog to share more general guidance with the families she worked with.
Our Approach
When we looked at the client's account, we discovered the email, domain registration, and website hosting had all been set up together with the same vendor (a risky setup!). So first, we moved hosting and domain registration to better vendors, and migrated her email to a new account directly with G Suite. Next, we created a mobile-friendly site that the client can update, including an Amazon Associates store page for patients to get recommendations for therapeutic games and educational books. We also installed analytics, and provided regulatory guidance and an owners manual.
The Result
The blog has grown with the client's business, with new employees pitching in to write posts. These have been very popular with an excellent newsletter open rate of 35%. The website itself has visitors already numbering in the thousands...far greater than the client base. The site is clearly making an impact beyond the original intended audience.
The Brief
The Match Point Tennis website needed an overhaul. It was a static site, meaning that it was more or less a PDF brochure that had been put online. The club information was difficult to update, and the site was not mobile-friendly. However this was not all that surprising given the site had not been changed in 10 years (before the dawn of smart phones)!
Our Approach
It was clear that a dynamic Content Management System would make life easier. The big opportunity, however, was to create a site that could facilitate membership and tournament sign-ups. After the client approved our clickable mock-up, we built a WordPress site with a mobile-responsive front-end. This included pages showcasing all the clubs programs, staff, and facilities, and also sign-up pages for memberships and tournaments.
The Result
Our custom post types now showcase programs and instructors, and call-to-action buttons invite players to sign up for memberships and events with a few clicks. Every single program at Match Point now has its own dedicated page (a whopping 36 program pages in total), where the team can make all the updates they need to keep their members up to speed. We even provided the team a dozen 1-page "cheat sheets" showing how to make all necessary updates in WordPress.
The Brief
Our client used Weebly to create a travel advice blog that also showcased her photos, but she was frustrated by how time consuming it was to manage the layout. She also wanted to more effectively promote her photography business, and even use affiliate marketing to support her writing by reviewing products that make traveling with the family easier. It was not clear, however, how to leverage affiliate marketing effectively using the available templates.
Our Approach
You've seen countless sites that have lots of distracting promotions in the sidebars, right? Well, we wanted to get away from that. To give this site a clean, focused look while using affiliate links, we built it from scratch with custom post types that wrap travel "journals" around in-line tips and product review inserts. To give visitors a taste of the client's beautiful travel photography, we created a separate post type where photos could be viewed in full-screen mode (while preventing unauthorized downloads).
The Result
Followers can read straight from the blog, search for destinations by keyword, or even find destinations through travel tips. Travel "journal" posts that incorporate a product review provide deep context for how it performed a particular job while on the road, and product posts link back to all travel "journal" posts where they were used. Call-to-action buttons prompt readers to opt in to the mailing list, send to a friend, and to check out the client's photos for sale.
The Brief
The client approached us to develop a cooking blog after many hours using Wix failed to produce the desired look and functionality. The site needed to provide more functionality than was possible with website builder programs or social media sites. She needed to give her readers a way to find and filter recipes, but also provide context and independent cooking techniques.
Our Approach
We wanted to make the site easy to navigate while providing multiple routes to arriving at useful content. To give the site a clean, focused look while using affiliate links to promote best-in-class kitchen supplies, we created custom post types that embed recipe cards and cooking product reviews in-line within blog posts. Recipes, product reviews, and blog posts can be created independently and linked to each other.
The Result
Followers can read the blog, or filter recipes by nutritional and other attributes. Product reviews link back to recipes demonstrating how the products are used, and product links are tracked by the client's affiliate account to monetize the site. Recipe "cards" can be viewed separately from blog posts, and we gave them an old-fashioned index card look. Call-to-action buttons prompt readers to opt in to the mailing list and tell their friends.
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