By: Carla Kostiak
Contact: Carla@netgainseo.com
t. (705) 797-2455
Executive Summary
In 2008, Busch Systems International outsourced all marketing initiatives to NetGain SEO. This case study will examine if this proved a worthwhile investment; specifically, if the web and marketing services company improved the quality of Busch’s business and facilitated their cash flow. To accomplish this several marketing efforts will be examined; including, the new corporate website, product guides, promotional materials and online advertising. An analysis will be performed on the effectiveness of these applications so to determine what worked, what didn’t and what remains for the future.
Background
NetGain SEO Inc. is a marketing services company located in Barrie, Ontario which specializes in web design, search engine optimization, web services, print and graphic design. The company utilizes modern search engine optimization techniques to ensure that each client’s website maintains a global presence, drives traffic and generates revenue. NetGain also offers a complete line of marketing services, such as, the creation and distribution of product catalogues, monthly e-newsletters, product sell sheets, articles, press releases, tradeshow signage and postcard campaigns.
Busch Systems International has been the North American leader of recycling, waste and compost containers for the past twenty five years; setting the industry standard for the yearly production of new molded bins. Each container manufactured by the company is 100% recyclable, made in North America and contains a minimum of 35% recycled content. Busch products remain steadfast in the quality and environmental sustainability which customers have come to expect, while integrating a new innovative blueprints for the advantageous collection of recyclables and waste.
Busch selected NetGain to take over its marketing initiatives as previous in-house strategies proved unsuccessful. The company came to see the value in professional assistance for rebranding and leveraging business into its next phase of success. NetGain has developed effective websites and marketing assets for such companies as All Source Secure Container USA, Archive Document Storage and Container Essentials. Each of which were widely successful, as well as, efficiently and tactfully done. For example, in three short months NetGain was able to produce Container Essentials corporate website, downloadable product sell sheets, monthly e-newsletters, promotional flyers and product brochures.
Analysis
Busch Systems was eager to turn their marketing ideas into action but was slow to fully adopt the change. Due to failed marketing strategies in the past the company was slow to relinquish control. NetGain embraced the challenge and provided the company with a list of structured marketing ideas and potential services which would best service them. Among this list was revamping the corporate website, developing a product guide, monthly e-mail blasts and rebranding of all marketing assets.
First on the priority list was a revamped corporate website. The goal was to collect information from the previous site and incorporate it into a new and improved corporate website. For this NetGain drew on its team of highly educated and creative designers, as well as, communication and production experts. Collectively, the team developed a modern, clean and engaging site which illustrates the quality and integrity of Busch Systems. The website integrates cutting edge DHTML, PHP, Java and CMS. NetGain also continues to provide ongoing site maintenance, updates and new innovative design strategies. This keeps the site informative, fresh and up to date.
The revamped corporate website developed a global online presence for the company. This is a result of the search engine optimization techniques which NetGain utilizes. The techniques have enabled the company to achieve top five results for all recycling container related keywords. The website is easily found and contains simplified navigation systems. This facilitates consumer’s location of products which expedites and simplifies their purchasing decisions.
Next on the list of marketing initiatives was the Busch product guide. For this NetGain produced, edited and implemented professional product photos for their entire line (consisting of over thirty recycling, waste and secure document containers). The company incorporated the photos into an assortment of information; including, an environmental policy, company history, product specifications and sell sheets.
The guide successfully rebranded the companies professional identity and set it apart from its competition. The guide highlights Busch’s key competitive advantages; specifically, a snap shot of the extensive line of containers on the cover and list of environmental accountabilities inside. It has been distributed to customers, posted online and added to recycling resource libraries across North America. Each of these sources has provided positive feedback on its usefulness and simplicity for locating company and product specific information.
Following the product guide was the application of monthly e-newsletters and e-advertisements. NetGain compiles the e-mailers from start to finish based on the target specified by Busch; from copy generation to graphic design and distribution. The e-mailers while many, are well structured and effectively executed.
Busch has great expectations for the success of the e-mail campaigns which is largely attainable if the general rule of less is more is applied. Overwhelming the consumer with repeated online messages can grow tiresome and even intrusive. Further, this poses a hindrance the company’s future application of the tool as frequent e-mailers can cause software corporations to censor the sender as spam and restrict all future communication. Quantity aside NetGain has developed successful complex online advertising campaigns; performing at more than triple the CTR and CPM rates over averages that have given over 2 million impressions.
NetGain has also completely rebranded all of the manufacturers marketing assets; including day to day artwork requests, print
campaigns, product updates, literature, interactive forums and tradeshow materials. The company has generated substantial improvements for the quality of design work and reduced Busch’s marketing costs by over $100,000. NetGain has also created more than five times the digital content in less than one year than in the entire history of the company.
In the future, NetGain plans to concentrate its efforts on extending current communication strategies. The company intends to engage in compressive tradeshow correspondence, press release generation and submissions, online blog forums and Facebook applications. The goal is to keep Busch top of mind for consumers by being consistently present and useful. This will serve to promote the company, its credibility and products while generating traffic and producing sales.
Conclusion
Following the success of web and marketing services provided thus far, Busch is eager to see what the future has in store. With a renewed belief in the abilities of advertising Busch has fully relinquished marketing control to NetGain. The application of this control in various techniques and technologies has successfully improved the quality of business, drove traffic and impacted sales for the company. However, the question which remains is whether or not the new marketing strategies will continue to be effective once the novelty begins to fade. If NetGain’s pre-emptive measures of continual website maintenance, as well as, new copy and graphic generation is any indication than the novelty will not soon diminish.
Recent Comments