Integrated Marketing Strategy

The Challenge

FirstOnSite, the largest independent disaster restoration company in Canada, was seeking to cost-effectively strengthen its brand reputation as an industry leader, be top of mind when property disasters occur and capture more regional and large loss restoration opportunities.

Moving forward with an integrated marketing strategy supported by a lead generation programs it started with innovative digital marketing strategies that integrated with offline campaigns and events that allow them to expand their reach, defend their leadership, grow their referral base, drive a higher volume of leads for their commercial business and support HR recruitment initiatives.

What We Did

Digital Audit, Refreshed Branding, Enhanced Digital Presence, Content Creation and Integrated Multi-Media Campaigns

Building an impactful integrated marketing strategy and programs started with a digital audit.  Uncovering lost opportunities, a plan was implemented to improve the online user experience (UX) and digital presence with a brand refresh, updated website architect and optimized content. Through identifying the buyer’s journey and personas, growth in demand was generated through key messaging, packaged content and highly targeted, integrated HR recruitment and marketing campaigns including a highly engaging weather disaster prevention and restoration programs that were delivered across multiple channels including Social Media, Search Engines, Display Networks, TV and print.

The results

Improved Brand, Demand and Leads

Following the launch of integrated marketing campaigns (online and offline) with content development, marketing automation and ongoing campaign optimization across all initiatives, FirstOnSite has increased their website traffic fivefold without increasing their spend. Online campaign performance has far exceeded the industry average across key metrics.  Thought-after as an industry leader has measurably improved month over month strengthening their position as an industry leader.  And, leads through form submissions and inbound calling have surpassed expectations.

Online Lead Generation

The Challenge

The client was seeking to launch a new business concept in a highly competitive market – financial planning.  With the goal of providing financial planners with qualified leads, he had already spent thousands of dollars on other online lead generation programs without generating any results.   He had no branding and limited online presence.

What We Did

Created an Online Lead Generation Program and Presence

Marketing tactics that provided marketing solutions started with developing and launching a new, freshly branded website, including logo, copy, and imagery and included diverse content including a gated ebook, downloads, events and testimonial videos.   Also launched a pay-per-click Facebook campaign targeting audiences in local markets based on age, income and interests.  It offered a free retirement ebook on a customized lead generation landing page.

The results

Generating Low Cost Leads In A Highly Competitive Market

With a low investment, the online lead generation program generated qualified leads under an average of $3.00 a lead in a highly competitive market.  From Facebook ads, achieved a 62% lead conversion rate when visitors landed on the online lead generation, landing page.