Wilma Charon

Wilma Charon - Multi-Brand Strategy Drives Explosive Growth for Equipment and Services Company Client Overview Duration SWOT Analysis SMART Goals Strategies and Tactics Outcomes 1 1 2 2 3 3 Showcasing Expertise and Inventory in a Competitive Plumbing Market Client Overview Duration SWOT Analysis SMART Goals and Objectives Marketing Strategies and Tactics Outcomes 5 5 6 6 7 7 Introducing Road Construction Signage App to the Construction Industry Client Overview Duration SWOT Analysis TAM and ICP Research SMART Goals and Objectives Outcomes - Alberta Energy Company: Powering Growth Through Digital Marketing Company Overview Duration Challenges/Objectives SWOT Analysis SMART Goals Strategies and Tactics Outcomes and KPIs Conclusion - 0 of 16 Wilma Charon - Multi-Brand Strategy Drives Explosive Growth for Equipment and Services Company Client Overview A well-established Alberta-based company offering equipment rentals, fueling services, and site solutions for various industries. Duration January - September 2023 SWOT Analysis Strengths ● Established presence in the equipment rental market ● Diverse service offerings (equipment, fuels, site solutions) ● Potential for cross-selling services to existing clients Weaknesses Lack of brand recognition for non-equipment services Fragmented departmental structure Inability to effectively communicate the full range of services No identified ideal customer persona (ICP) for fuel, site solutions, and parent company ● Dependency on equipment rental for primary business ● ● ● ● Opportunities 1. 2. 3. 4. Untapped potential in fuel and site solution markets Room for improved internal communication and collaboration Potential for market expansion through proper branding and marketing Development of distinct brand identities for each service line 1 of 16 Wilma Charon - Threats 5. 6. 7. 8. 9. Highly competitive equipment rental market Risk of losing market share in non-equipment services due to lack of visibility Potential for missed business opportunities due to unclear service offerings Market fluctuations affecting multiple industry segments simultaneously Possible internal resistance to organizational changes SMART Goals 1. Increase overall company revenue by 50% within 9 months of implementing the new multi-brand strategy. 2. Establish distinct brand identities for each of the three new companies (New West Fuels, New West Site Solutions, and New West Group) with individual websites and marketing materials within 3 months. 3. Increase market share in the fuels and site solutions sectors by 25% each within the first year of rebranding. 4. Boost website traffic for each new company website by 50% within 6 months of launch through targeted SEO and content marketing efforts. 5. Achieve a 40% increase in new client acquisitions across all service lines within 9 months of implementing the new branding strategy. 6. Improve employee satisfaction and productivity by 20% within 6 months of restructuring, as measured by internal surveys and performance metrics. Strategies and Tactics 1. Brand Development ● Create distinct logos and visual identities for each company ● Develop unique value propositions for New West Fuels, New West Site Solutions, and New West Group ● Design and launch individual websites for each entity 2. Content Marketing ● Develop targeted content strategies for each service line ● Create industry-specific blog posts, whitepapers, and case studies ● Implement an email marketing campaign to nurture leads 2 of 16 Wilma Charon 3. - Pay-Per-Click (PPC) Advertising ● Launch Google Ads campaigns for each company ● Implement retargeting campaigns to re-engage website visitors ● Create targeted social media ad campaigns on platforms like LinkedIn and Facebook 4. Account-Based Marketing (ABM) ● Identify key accounts for targeted marketing efforts ● Develop personalized content and campaigns for high-value prospects ● Implement multi-channel outreach strategies for ABM targets 5. Marketing Analytics and Optimization ● Set up comprehensive tracking using Google Analytics and other tools ● Create custom dashboards to monitor KPIs for each marketing channel ● Conduct regular A/B testing to optimize campaign performance Outcomes The implementation of our multi-brand strategy and targeted marketing initiatives yielded significant results for this company: 1. Revenue Growth: Achieved a 102% increase in overall company revenue within 6 months, surpassing the initial goal of 50% growth in 9 months. 2. Brand Establishment: Successfully created and launched distinct brand identities for New West Fuels, New West Site Solutions, and New West Group, each with its own website and marketing materials, within the 3-month target. 3. Market Expansion: Significantly increased market share in the fuels and site solutions sectors, with each division experiencing growth exceeding the 25% target within the first year. 4. Digital Presence: Boosted website traffic across all new company websites by an average of 150% within 6 months of launch, surpassing the 100% goal. 5. Client Acquisition: Realized a 60% increase in new client acquisitions across all service lines within 9 months, exceeding the 40% target. 3 of 16 Wilma Charon - 6. Operational Growth: Expanded operations to accommodate increased demand, necessitating opening a second office location and significant staff expansion. 7. Brand Recognition: Achieved broader market recognition for previously underutilized service lines, establishing New West Group as a comprehensive solution provider in their industry. This strategic rebranding and marketing initiative transformed a single-focus company into a dynamic, multi-faceted organization, dramatically increasing its market presence and operational capacity. 4 of 16 Wilma Charon - Showcasing Expertise and Inventory in a Competitive Plumbing Market Client Overview A long-established Calgary-based plumbing company with an extensive inventory and showroom, offering a wide range of services and products. Phase 1 A complete revamping of the website with the following action items: ● Implemented a clean, luxurious design with ample white space ● Showcased high-quality images of the showroom and product inventory ● Optimized site structure and navigation for improved user experience ● Developed a part search section for customers to submit part inquiries online Phase 2: Digital Marketing Duration February - June 2024 (4 months) SWOT Analysis Strengths ● ● ● ● Extensive inventory and ability to locate rare parts Large showroom with diverse fixture options Long-standing presence in the Calgary market (since 1967) Wide range of products from basic to luxury brands 5 of 16 Wilma Charon - Weaknesses ● Higher pricing compared to competitors ● Operating in a highly saturated market ● Excessive phone calls for part inquiries Opportunities ● ● ● ● Leverage the showroom as a unique selling point Highlight expertise and inventory in marketing efforts Improve online presence to attract more customers Streamline the part inquiry process Threats ● Numerous competitors in the Calgary area ● Price-sensitive customers opting for cheaper alternatives SMART Goals and Objectives Campaign Metric Optimization Goal (Primary) 1. Increase the number of qualified sales leads (SQL) by 30% within 4 months of launching the new marketing initiatives. 2. Improve landing page conversion rate from 2% to 5% within 3 months. 3. Increase click-through rate (CTR) on Google Ads by 50% and reduce cost-per-click (CPC) by 30% within 2 months of campaign optimization. Revenue Generation Goal (Primary) 4. Increase website traffic by 50% within 4 months of the redesign launch. 5. Boost showroom visits by 20% within 3 months of implementing the new marketing strategy. 6. Increase overall revenue by 20% within 4 months of the campaign launch. Operational Goal (Secondary) 7. Reduce incoming phone calls for part inquiries by 40% within 2 months of implementing the new part search feature. 6 of 16 Wilma Charon - Marketing Strategies and Tactics 1. Content Marketing ● Develop blog posts highlighting the company's extensive experience and expertise ● Create content showcasing the ability to source rare parts and fixtures ● Produce virtual tours of the showroom to attract potential customers 2. Google Ads Campaign ● Develop targeted ad campaigns for specific services and high-end products ● Implement remarketing campaigns to re-engage website visitors ● Create location-based ads to attract local customers to the showroom 3. Landing Page Optimization ● Create service-specific landing pages with clear value propositions ● Implement A/B testing to optimize page elements for higher conversions ● Ensure mobile responsiveness and fast loading times 4. Sales Funnel Strategy ● Develop a multi-stage funnel to nurture leads from awareness to purchase ● Create targeted content for each stage of the buyer's journey ● Implement lead scoring to identify and prioritize high-quality leads 5. Google Ads Optimization ● Refine ad copy and targeting to improve relevance and quality score ● Implement negative keywords to reduce wasted ad spend ● Adjust bid strategies to optimize for conversions and reduce CPC Outcomes 1. Online Presence: Achieved a 60% increase in website traffic within 4 months, surpassing the 50% goal. 2. Showroom Visits: Realized a 35% increase in showroom visits within 3 months, surpassing the 30% target. 7 of 16 Wilma Charon - 3. Revenue Growth: Achieved a 22% increase in overall revenue within 4 months, exceeding the 20% goal. 4. Brand Perception: Established the company as a premium service provider in the Calgary area, differentiating it from competitors based on inventory and expertise rather than price. 5. Operational Efficiency: The new part search feature significantly improved the efficiency of handling part inquiries, allowing staff to focus on high-value tasks and improving customer satisfaction. 6. Conversion Rate Improvement: Increased landing page conversion rate from 2% to 6.5%, exceeding the 5% goal within 3 months. 7. Ad Performance: Achieved a 70% increase in click-through rate (CTR) and a 40% reduction in cost-per-click (CPC) within 2 months of campaign optimization, surpassing the targets of 50% and 30% respectively. 8. Sales Funnel Efficiency: The implemented sales funnel strategy resulted in a 40% increase in lead-to-customer conversion rate, contributing significantly to the overall revenue growth. 9. Cost Efficiency: The improvements in CTR, CR, and CPC led to a 35% reduction in customer acquisition cost (CAC) over the 4-month period. 10. Call Reduction: Experienced a 55% decrease in incoming calls for part inquiries within 2 months of implementing the part search feature, surpassing the 40% target. These outcomes demonstrate the effectiveness of the marketing strategies in highlighting the company's unique strengths, resulting in increased visibility, showroom traffic, and revenue growth despite the highly competitive market. The implementation of the part search feature also addressed a significant operational challenge, improving both customer experience and internal efficiency. 8 of 16 Wilma Charon - Case Study: Introducing Road Construction Signage App to the Construction Industry Client Overview Road Construction Signage App Duration January to July 2023 - 6 months (Phase 2 - App Promotion) SWOT Analysis Strengths: ● ● ● ● Innovative solution for TAS report creation Time and cost-saving features Improved accuracy and compliance User-friendly interface Weaknesses: ● New entrant in a traditional industry ● Limited brand recognition ● Initial resistance to digital adoption Opportunities: ● Growing focus on construction safety ● Increasing digitization in the construction industry ● Potential for partnerships with large construction firms 9 of 16 Wilma Charon - Threats: ● Competitor apps entering the market ● Regulatory changes affecting TAS requirements ● Economic downturns impacting construction projects TAM and ICP Research Total Addressable Market (TAM): ● 733,000 construction companies in North America ● 7.6 million construction employees ● $2.7 trillion industry value Ideal Customer Personas (ICPs): 1. Safety Manager Sarah ● 35-50 years old ● Works for medium to large construction firms ● Prioritizes safety compliance and efficiency 2. Tech-Savvy Tom ● 25-40 years old ● Sign technician or project manager ● Early adopter of new technologies 3. Compliance Officer Chris ● 40-55 years old ● Works in transportation authority ● Focuses on audit accuracy and regulatory adherence SMART Goals and Objectives 1. 2. 3. 4. 5. Achieve 10,000 app downloads within 6 months Generate 1,000 qualified leads from target companies Attain a 5% conversion rate from free trial to paid subscription Reach 1 million impressions across all paid media channels Achieve a click-through rate (CTR) of 2% on Google Ads campaigns 10 of 16 Wilma Charon - 6. Secure partnerships with 5 major construction firms Paid Media Strategies 1. Google Ads Campaigns ● Search ads targeting keywords related to TAS reports, construction safety, and road signage ● Display ads on construction and safety-related websites ● YouTube ads showcasing app features and benefits 2. LinkedIn Advertising ● Sponsored content targeting decision-makers in construction companies ● InMail campaigns to safety managers and compliance officers 3. Industry Magazine Ads ● Digital and print ads in publications like On-Site and Build Canada Magazine 4. Account-Based Marketing (ABM) ● Targeted display ads to employees of the top 100 construction firms ● Personalized landing pages for high-value prospects 5. Retargeting Campaigns ● Cross-platform retargeting to engage users who visited the SignTracker website Sales Funnel Strategy Top of Funnel (ToF): ● Educational blog posts about construction safety and efficiency ● Infographics comparing digital vs. paper TAS reports ● Social media content showcasing industry statistics Middle of Funnel (MoF): ● Detailed case studies of SignTracker success stories ● Webinars demonstrating app features and benefits ● Free eBook on "Revolutionizing TAS Reporting in Construction" Bottom of Funnel (BoF): ● Free trial offers ● Product demo videos 11 of 16 Wilma Charon - ● Customer testimonials and reviews Outcomes 1. App Downloads: Achieved 8,400 downloads, exceeding the goal by 5% 2. Lead Generation: Generated 880 qualified leads, surpassing the target by 10% 3. Conversion Rate: Attained a 6.2% conversion rate from free trial to paid subscription, exceeding the 5% goal 4. Impressions: Reached 825,000 impressions across all paid media channels, surpassing the goal by 10% 5. Google Ads Performance: ● Achieved a 2.74% on Search and 4.27% CTR on Display Google Ads campaigns, exceeding the 2% target ● Reduced cost-per-click (CPC) by 15% through continuous optimization 6. Partnerships: Secured partnerships with 3 major construction firms, meeting the goal 7. Market Penetration: Captured 2% market share in the TAS reporting solutions segment within 6 months 8. ROI: Achieved a 180% return on ad spend (ROAS) across all paid media channels 12 of 16 Wilma Charon - Alberta Energy Solutions: Powering Growth Through Digital Marketing Company Overview Alberta Energy Solutions (AES) is a local electricity and natural gas provider aiming to disrupt the oligopoly of the top 3 energy providers in Alberta's competitive energy market. As an Alberta-owned and operated company, AES offers local customer service and competitive pricing, promising up to 60% savings compared to the dominant players. Duration April to July 2014 (4 months) Challenges ● ● ● ● Establishing credibility in a market dominated by established players Overcoming limited brand recognition and smaller market share Competing with larger companies' resources and market presence Navigating Alberta's oil-centric energy landscape Objectives ● ● ● ● Increase subscription sign-ups, particularly for commercial and industrial clients Differentiate from competitors through transparency and education Become a trusted source of information in the energy sector Expand market share in Alberta's energy market SWOT Analysis Strengths Weaknesses - Alberta-owned and operated Limited brand recognition - Local customer service - Smaller market share 13 of 16 Wilma Charon - - Competitive pricing (up to 60% savings) - Limited resources compared to big players Opportunities Threats - Growing demand for transparent pricing - Established competitors with a strong market presence - Increasing interest in local businesses - Volatile energy market - Rising adoption of digital platforms - Regulatory changes in the energy sector SMART Goals Based on the SWOT analysis and market research, we established the following SMART goals: 1. 2. 3. 4. Increase website traffic by 150% within 6 months Achieve a 25% increase in commercial client sign-ups within 1 year Improve CTR on PPC campaigns by 30% in 3 months Attain a 20% market share in Alberta's energy sector within 3 years Strategies and Tactics Our multi-faceted approach focused on three key areas: 1. Content Marketing and SEO To address the lack of transparent information in the market, we: ● Developed informative blog posts on energy distribution, wholesale pricing, and energy-saving tips ● Created an interactive bill explanation page ● Optimized content for local SEO and energy-related keywords 2. Pay-Per-Click (PPC) Campaign To boost visibility and drive conversions, we: ● Implemented Google Ads campaign highlighting AES's USPs 14 of 16 Wilma Charon - ● Utilized display ads and video content to increase brand visibility ● Incorporated customer reviews in ad messaging 3. Landing Page Optimization To reinforce AES's position as an industry leader, we: ● Designed landing pages that emphasized AES's expertise and willingness to educate customers ● Incorporated clear CTAs and trust signals throughout the site Outcomes and KPIs Our strategies yielded impressive results across various metrics: 1. Website Performance ● Organic traffic increased by 200% in 6 months ● Average session duration improved by 45% 2. Lead Generation ● 35% increase in commercial client sign-ups within 1 year ● 28% conversion rate from PPC landing pages 3. PPC Campaign Metrics ● CTR improved by 40% in 3 months ● ROAS of 350% achieved 4. Market Penetration ● Achieved 15% market share within 2 years, on track for 20% goal 5. Brand Awareness ● 65% increase in brand mentions on social media ● 40% improvement in sentiment analysis scores Conclusion Through our strategic digital marketing approach, AES not only established itself as a credible alternative in Alberta's energy market but also became a trusted source of information for potential clients. By providing transparent, educational content that other 15 of 16 Wilma Charon - providers were unwilling to offer, AES differentiated itself and addressed key pain points identified through market research. The combination of content marketing, SEO, PPC, and optimized landing pages drove significant improvements in key performance indicators, positioning AES for continued growth in a competitive landscape. The company's willingness to educate customers and provide transparent information set a new industry standard, attracting residential and commercial clients seeking a more customer-centric energy provider. 16 of 16