WSI’s Digital Marketing Case Studies

We think we’re great, but if you don’t trust us, take a thorough look at some of the work we’ve done below. And then go read about how happy our clients are.

CITIZEN FEDERAL SAVINGS & LOAN ASSOCIATION (CFSL)

Company Background

Ohio-based Citizens Federal Savings & Loan Association (CFSL) was established in 1885 and has been around for over 124 years. The organization prides itself on providing friendly and personal services to its customers since its inception. CFSL offers a wide range of deposit accounts and lending products to individuals and businesses in the region.

WSI Goals

Design Citizens Federal Savings & Loan’s social media (Facebook) campaign to maximize benefits keeping in mind factors like risk assessment, policy creation, internal procedures and all other issues that impact the banking and financial services.

Target Audience

Current and potential clients.

Services Provided

  • Designed social media strategy for the company with specific focus on building its Facebook page without violating regulation and compliance issues
  • Tailored the Facebook page to maximize interaction and visibility by including essential social media features like customized cover photo
  • Incorporated special “tab” on the Facebook page to promote a promotional contest designed especially for the company’s customer appreciation celebration
  • Provided extensive support during the initial stages of the social media campaign in reviewing results and providing advice on enhancing strategy and posting efforts The Results
  • Phenomenal fan growth of the Citizens Federal Savings & Loan Facebook fan page
  • Enhanced brand visibility due to Facebook posts going viral
  • Exposure of company’s products and services not restricted to the local population

The Results

    • Phenomenal fan growth of the Citizens Federal Savings & Loan Facebook fan page
    • Enhanced brand visibility due to Facebook posts going viral
    • Exposure of company’s products and services not restricted to the local population

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HOME HEALTH CARE PROVIDER

Client Concerns:

Client concerns were that they had a very good website but they were not showing up in keyword searches that related to their business services.  They had good visibility on keyword searches for the company name but failed to appear in top posositons for keywords related to specific services they provide.  The client felt they were missing opportunities that only professional guidance could help them capture.  WSI was retained because they felt we had the broad range of experience and products to help the develop a comprehensive solution.

Research: The research affirmed the clients impression that they were not appearing in top search positions for specific important service related keywords.  They were being beaten by smaller comptetiors who performed better on these keywords.   The research also indicated a high abandonment rate (meaning the visitor views only one page and leaves the site) indicating some design and navigation issues with the base website.

Recommended Strategy:

  1. Place Google Analytics / Tracking software on the site to determine exactly what is happening with site visitors
  2. Provided extensive keyword research to determine the best works for this specfic business
  3. We optimized 5 primary entry page on the website focusing on specific service keyword sets ( SEO)
  4. Began a 12 month strategy of adding 2 pages of website content each month focuse on specific products and services each quarter. (Content Marketing)
  5. Ammend and update home page to improve navigation (Conversion Architecture)
  6. We are build 30 links per month to related websites and blogs (SEO)
  7. Added a trackable telephone numbers to the website home page and specific offline marketing campaigns (Analytics)
  8. Recommended that
  9. Began tracking specific keyword ranking and website visit data (Analytics)
  10. Will soon add a Google Advertising program for specific services (Pay-Per-Click)

Results:

  1. Visitors from search engines improved from 41% to 61% of total traffic to the site
  2. More visitors are coming from service related non-brand related keywords that we selected
  3. Bounce rate (one page view visits) from 47% to 39%
  4. Pages visited increase 10%
  5. Time on site improved by 14%

Call tracking:

  1. When compared to other advertising and promotional activity the website is the TOP producer of inbound telephone calls to the company
  2. This is causing the firm to rethink their advertising and promotional strategy and budget

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EUROPCAR

Company Background

Europcar Poland is a part of the biggest car rental network in the world and has been present in the country since 1991. Its rental stations are situated in 12 major cities and at all international airports in Poland. The company offers its customers a diverse range of services and has partnered with various airlines, banks, credit card companies, hotels and other organizations to benefit its extensive client base.

WSI Goals

  • Integrate an advanced digital marketing strategy in the company’s marketing plan to increase company’s business revenues
  • Improve the quality and results of existing internet marketing campaigns like PPC that were being employed by the company in a limited manner
  • Increase website traffic
  • Track online performance and website conversion rate

Target Audience

  • Current & Potential Clients
  • Travel enthusiasts & Business Travelers

Services Provided

  • Overhauled company website equipped business tools like reservation module, fleet review module, car rental locations map, contact forms etc.
  • Designed a year-long promotional strategy to improve visibility and conversion of the company’s website incorporating effective initiatives like SEO, PPC and remarketing campaigns
  • Increased company’s search engine rankings
  • Generated web traffic using brand and non-brand related keywords
  • Analyzed performance of the company’s website
  • Managed company website content
  • Monitored online strategy results in order to make changes whenever required; undertook periodical competitor analysis

The Results

  • Number of visits to website increased by 120.39%
  • Bounce Rate was reduced by 29.7%
  • On average visitors saw 30.97% more pages per visit

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SWIMMING POOL RE-SURFACING COMPANY

Client Concerns:

The client provides swimming pool re-resurfacing services for large commercial and institutional swimming pools in the eastern half of the United States.  The company had used direct mail at a cost in excess of $30,000 per year which over time had generated less than 10 leads.  The company decided to implement a Google Pay-Per-Click campaign for lead generation in an effort to improve lead flow.

Research: Our research indicated most the efficient means to  generate qualified leads quickly was to develop and implement a Google Pay-Per-Click advertising campaign.  This methodology would alow the company to touch potential clients at a time when they were researching sources for the project or seeking bidders.  It would also allow the company to efficiently cover their entire target market at an affordable cost.  It appeared that the extraordinary niche nature of the product made it well suited to a PPC campaign.

Recommended Strategy:

  1. Development of a strategic keyword list focused on “Commercial Swimming Pool Construction” and intended to screen out residential swimming pool work.
  2. Created a landing page specifically for this campaign to further qualify the sales leads that would be generated.  The content and theme of the landing page was very specific to commercial pool re-surfacing and the execptional quality and service offered by the company.
  3. Visitors to the page were asked to fill out a form to receive a Whitepaper on pool re-surfacing and the benefits of the clients product.
  4. A telephone number that could be tracked was placed on the landing page so responses could be documented and tracked in the sales cycle.
  5. Regular progress reporting was done to assess the effectiveness of the campaign.
  6. Recommended a budget that was consistent with piror year spending.

Results: (First 5 Weeks)

  1. The google ad was displayed 86,000 times giving the client broad exposure building brand awareness
  2. 304 searchers clicked the ad and visited the landing page
  3. 16 prospects called the company looking for more information
  4. 4 prospects filled out the form seeking more information.
  5. Lead generation from this campaign has exceeded expectations.

MARDI GRAS CASINO & RACETRACK

Company Background

Mardi Gras Casino is South Florida's premier casino and gaming destination offering a unique experience with over 70,000 square feet of casino excitement. Located in Hallandale Beach it is a long standing South Florida hotspot, attracting both vacationers and locals for over 70 years.

WSI Goals

  • Strengthen Mardi Gras’ position in Florida’s competitive gaming and entertainment market by improving company’s ranking on Google and other search engines
  • Increase site traffic to the company’s West Virginia Casino & Hotel site
  • Revamp websites of both of company’s properties and incorporate elements like conversion architecture and adequate SEO to maximize ROI
  • Leverage effective digital marketing tools like PPC campaigns, social media marketing and blogs
  • Increase visitors to the casino and reservations at the West Virginia Hotel and help grow membership in their Player’s Clubs
  • Elevate overall awareness of the Mardi Gras brand

Target Audience

Casino, racing and entertainment enthusiasts.

Services Provided

  • Provided an effective SEO program consisting of 100 pages of original keyword rich content
  • Built an entirely brand new 100 plus page websites for both Mardi Gras Casinos & Racetracks as part of a comprehensive online marketing program
  • Developed powerful conversion architecture to the company’s site focusing on their key profit centers
  • Provided the websites a new look and feel that has been integrated into the brand’s overall branding
  • Provided daily content updates to the websites
  • Managed the company’s social media marketing campaign; created new Facebook and Twitter pages, posted on them on a daily basis, developed exclusive Facebook and Twitter promotions and run Facebook ads
  • Management of several ongoing PPC campaigns, developing a link building program as well as writing, optimizing and distributing several weekly blogs
  • Tracking and analysis of results

The Results

  • Over 300% of increased site traffic volume during the initial 6-month period
  • Dominant position in search pages for over 50 search terms; in several cases they dominated the first page and appeared multiple times with results from the site, blog and video channels
  • Enormously successful pay per click campaign with an average of 122 calls per week at a cost of $2.38 per call in the initial 4-week stage
  • Outstanding ROI for the hotel

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GOLF COURSE PPC CAMPAIGN

Client Concerns:

The golf course is located in Florida and was looking for way to increase tee-times sold in the off-season summer months.  Play falls off dramatically in the summer and the managment was looking for new ways to attract players from a 50 mile radius.

Research: Our research indicated that a Pay-Per-Click Google advertising campaign would be an effective way to attract golfers for a limited time in the defined area.

Recommended Strategy:

  1. Development of a strategic keyword list focused on “Golf Club, and Golf Course terms”
  2. There were limited funds for a custom landing page so the click traffic was directed to the golf course website home page.
  3. The course has an online tee-time reservation system that can be accessed from the website homepage to convert visitors to sales revenue.
  4. A trackable telephone number was added to the campaign so calls could be counted, recored  and tracked.
  5. Visitors could also send emails if desired.

Results: (16 week campaign)

  1. The google ad was displayed 54,675 times giving the client broad exposure building brand awareness
  2. 1,156 searchers clicked the ad and visited the landing page
  3. 233 prospects called the club to schedule a tee-time or request information
  4. It is estimated that 240 rounds of golf were sold as a result of the program generating $6,000 in revenue.
  5. Total Campaign expense was $1,600

BARSILICO

Company Background

Basilico is a London-based gourmet pizza company specializing in a range of exceptionally good wood fired pizzas for takeaway or delivery in the area. The company maintains the quality of its products by sourcing high-quality ingredients exclusively from local suppliers. This limits Basilico’s area of operation but sets it apart from several other players who operate in the low cost pizza market.

WSI Goals

Revamp the company’s outdated and difficult to navigate website and give it a more appealing look and feel.

Target Audience

Local population of London.

Services Provided

  • Website and mobile website creation
  • Supply of an ongoing SEO package
  • Content management

The Results

  • Basilico’s fantastic, easy to navigate website with visuals and content that encourages online orders
  • Online orders accounting for 33.5% of all orders
  • An approximate13, 000 visitors per month with 78.84% of this number constituting of visitors from the target area
  • 35% of the value of orders coming through the web
  • 17.6% of visitors coming in through the company’s mobile site

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