Prior to joining Internet Marketing, Inc., Devon gained experience working in both agency and in-house communications where she helped companies execute social media strategies that resulted in a significant boost in online followers and created a venue for successfully engaging with audiences.  She most recently led all facets of online marketing for one of San Diego County’s largest non-profits, from website design to online advertising and launching social media initiatives. There, she was also responsible for the organization’s media relations, marketing and branding strategies, internal communications, and marketing collateral.

An Oregon native, Devon pursued her studies at the University of Southern California’s Annenberg School of Journalism where she graduated with a Bachelor of Arts in Public Relations and minors in Spanish and Business. She is passionate about traveling, volunteering for her favorite causes, scoping out the best deals, being outside, and everything USC (Fight On!).

Couples Resorts engaged Internet Marketing Inc. to direct the engagement and grow their Social Media efforts.

Background:

Couples Resorts is comprised of four all-inclusive Jamaican properties in the beautiful Caribbean.  Relatively new to the online marketing space, they elicited the help of Internet Marketing Inc. to take them to the next level through SEO, PPC, Display, and more specifically in this case study, Social Media. 

Problem:

Couples Resorts social media accounts lacked a centralized branding. Additionally, a lack of recent usage of their social media channels left their followers unengaged. The goal of the sweepstakes was to engage current brand advocates (past and future guests) via the email database, and encourage them to continue the conversation year-round on the Facebook page, where users can engage with the brand on a continual basis.

Strategy:

Create a robust social media presence that captures new and past guests to the resorts, and cultivates passionate brand advocates via social channels. Internet Marketing Inc, a campaign ROI based agency wanted to tie revenue to this group of influencers. More specifically, we wanted to create a social sweepstakes that grew the Facebook “likes” on the company page and track sales from the social channel.

Utilizing Couples large pre-existing email database (over 160,000), we started by leveraging this marketing channel to drive past guests to become Facebook fans.  We sent the below email to the Couples database, and we had the following results:

Number sent: 160,162
Date and time: December 8, 2011 at 4:30am PST
Open rate: 16%
Click through rate: 5%

When users clicked the email image, they were directed to the Facebook landing tab, where they found clear instructions on how to enter the sweepstakes to win four free nights at one of the resorts, Couples Tower Isle.  Because we leveraged existing “fans” of the resorts, we were hoping that the transition from email correspondence to social media would be a smooth one. 

Within six short hours of sending out the email, Couples Resorts went from 4,800 “likes” to 10,000!  Click here to watch the video of Couples VP of Marketing and Sales and Chief Romance Officer, Randy Russell celebrate the incredible milestone.

After the sweepstakes was over, Couples Resorts had reached 18,500 “likes” and had added 8,339 email addresses from the sweepstakes tab.  With this new email segment, Couples is now able to target a specific Social Media group of users that they know are brand enthusiasts and social influencers.

In addition, Couples Resorts social media revenue increased by 30% during the month of the sweepstakes over the prior month.

IMI helped grow reach and customer engagement levels since social media takeover on November 1st:

Additionally, fan engagement and reaction during the sweepstakes peaked as new and returning fans spoke out publically. Many voiced their enjoyment of the resort properties:

Lessons Learned:

• Leverage current database of traditional marketing segments whenever possible to increase engagement on social channels
• Create a compelling offer and incentive to “like” the page
• Keep the process and call-to-action simple to maximize open and click through rates
• Before, during, and after the sweepstakes, page content is increasingly important.  Post good, topical content that will engage users to maximize new user retention and minimize sweepstakes drop off

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CONTACT US TODAY>>

Internet Marketing Inc. executes display advertising campaigns that deliver exposure, traffic and conversions. Whether your objective is to generate leads, sell products or simply expose your brand, the IMI Display Advertising Team uses our unique strategic methodologies to identify the most effective combination of websites and/or ad networks to accomplish your goals. Once identified, IMI leads extensive negotiations to obtain the best pricing possible, ensuring that client ROI objectives are achieved.

Once our client campaigns are launched IMI utilizes robust analytics packages and A/B testing to consistently monitor and optimize banner performance.  We have a powerful creative team that is skilled in designing conversion friendly rich media with fast turn-around times.   We also implement DoubleClick DART ad serving technology to provide third party verification of traffic, centralized reporting, and creative management.

Multi-Attribution Analytics for Display

At IMI, we take your Display ad campaigns to the next level by using sophisticated multi-attribution analytics to determine which media elements are contributing to the eventual conversions.  Our attribution platform, through proprietary fingerprinting technology, has the ability to track a user indefinitely and across multiple machines.  We know when they were initially introduced to your brand, how they have navigated to the site since that initial introduction, and which media contributed to the conversions.

Ad Networks and Direct Buys

After an in-depth discovery process and extensive market research, IMI will identify the best websites and ad networks to use for each campaign.  Within the websites we can determine whether to use a “run of site” strategy or identify specific channels within the sites to target.  We also use networks that have retargeting capabilities within the network. 

Retargeting

IMI also offers retargeting which is a powerful way to remarket to users that have already visited your website.  IMI’s retargeting partners have the most robust networks and solid reporting capabilities.  Learn more about our retargeting services >>

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If You Want a More Sophisticated Approach to Online Marketing Call Us Today at 866.563.0620

Jeff Oxford has over 4 years of experience in internet marketing. Prior to joining Internet Marketing Inc., Jeff was the leading SEO strategist at Gravity Internet Marketing. There he implemented SEO strategies for many top ecommerce websites. His in-depth knowledge of search engine optimization is fueled by his curiosity of the unknown, but his expertise in internet marketing does not stop there. Jeff is also well versed in social media marketing, pay-per-click management, and conversion optimization. As a SEO Manager for Internet Marketing Inc., Jeff ensures all deliverables and tasks are completed efficiently and effectively in order to provide clients with a high ROI.

Jeff’s technical background can be attributed to his studies at San Diego State University where he earned his undergraduate degree in Finance. He continued to develop his analytical and technical skills by working with Merrill Lynch as an intern. During his studies at SDSU, Jeff was heavily involved with many campus organizations as well as the community.

Outside of work Jeff enjoys spending his time staying active. He is currently involved in mixed martial arts where he focuses on Muai Thai and overall fitness. He also spends time outdoors and can be found hiking various trails around San Diego as well as improving his archery skills.

Nicholas Slettengren has worked in Internet Marketing since 2009.  Nicholas Slettengren joined the IMI team in 2011.  Prior to working at IMI Nicholas worked as an SEO Account Manager in San Diego applying his Internet Marketing skill-set for a national and global clientele.  He realized the power of Internet marketing early on, with involvement in a few start-up ventures during and after college.  Fresh out of college, Nicholas received his start in B2B sales and developed a network of business connections that needed Internet Marketing to drive sales in uncertain economic times.  As a result of his success, he was able to grow into a SEO Strategist role and has continued growing in the field of Internet marketing ever since.

Nicholas Slettengren is a native San Diegan and received his BA in Communication from San Diego State University (SDSU). During Nicholas’s senior year at SDSU he was honored with a scholarship for entrepreneurship from San Diego State University’s Entrepreneurial Management Center (EMC). As a result he was inducted to the prestigious Lavin Venture Fellowship Program.

On Nicholas’s free time, he enjoys staying active with his girlfriend, friends, family, and two dogs. Like most San Diegan’s, he enjoys the beach and is an avid surfer and paddle-boarder. He also enjoys developing apps for iPhone and iPad on his spare time, his most recent being YumYum! a “share your food app.”

Cortney Ray’s first encounter with Web Development came in 1998, when he published a website containing a short biography, resume, pictures, and eventually his college essay, in an effort to showcase himself for colleges. Throughout the process, Cortney grew fascinated with the idea of being able to create something that anybody with a computer and internet access could notice (and hopefully admire) from anywhere, at any time. To polish and enhance his skills, Cortney developed websites for several campus organizations and professional websites for various local businesses. Cortney decided to study Computer Engineering, and earned his Bachelors of Science Degree in Computer Engineering from San Diego State University.

Cortney has over a decade of professional experience in IT and Web Development, in which he has had the privilege of working on a number of exciting and challenging projects; from managing multiple server clusters hosting high-traffic websites and web applications, to the development of completely custom Content Management Systems for enterprise-class websites, and even managing corporate help-desk teams and developing internal web-based ticketing systems. Cortney joined Internet Marketing Inc in 2010 to combine his experience and drive with the vision, expertise and winning culture at IMI.

Cortney is extremely competitive, and when he is able to escape from computers, Cortney can be found destroying the competition on a basketball court, or on a football field. A native of San Diego, Cortney also enjoys beach activities and watersports, and is a huge fan of sports in general. Cortney loves to travel and experience cultures around the world.

Initial audit of business marketing plans and objectives

• Competitive analysis
• Market research
• Identification of key platforms

Robust social media strat¬egic plan and recommendations

• Clients receive comprehensive written plan
• Recommended social media channels included
• Content suggestions
• Best practice examples
• Campaign strategies and recommendations

Once-monthly audits over the phone

• Discuss current marketing efforts and how social can tie-in
• Discuss conversation monitoring of current channels
• Q&A Session with Social Media Director and her recommendations, feedback, and ideas on channels managed by the client

Daily accessibility when needed

• 1 hour included each month
• $300/hr. each additional hour for Director
• $200/hr. each additional hour for Social Media Manager/Specialist

Option 2: ENGAGEMENT PACKAGE

Initial audit of business marketing plans and objectives

• Competitive analysis
• Market research
• Identification of key platforms

Robust social media strat¬egic plan and recommendations

• Clients receive comprehensive written plan
• Recommended social media channels included & initial set-up
• Content suggestions
• Best practice examples
• Campaign strategies and recommendations

Once-monthly audits over the phone

• Discuss current marketing efforts and how social can tie-in
• Discuss conversation monitoring of current channels
• Q&A Session with Social Media Director and her recommendations, feedback, and ideas on the channels managed by the client

Daily accessibility when needed

• 2 hours included each month
• $300/hr. each additional hour for Director
• $200/hr. each additional hour for Social Media Manager/Specialist

Engage with consumers in partnership with the client

• Content creation across social channels on behalf of the client (minimum two posts per week on Facebook and twitter)
• Represent the brand online and assist in share of voice across all platforms

Monthly reports on results and goals & recommendations

• Trackable, measurable metrics
• Monthly snapshot of each channel’s metrics (fans, followers, engagement analytics, views, Klout score, etc.)

Option 3: SOCIAL SUITE

Initial audit of business marketing plans and objectives

• Competitive analysis
• Market research
• Identification of key platforms

Robust social media strat¬egic plan and recommendations

• Clients receive comprehensive written plan
• Recommended social media channels included & initial set-up and training with IMI
• Content suggestions
• Best practice examples
• Campaign strategies and recommendations

Twice-monthly audits over the phone

• Discuss current marketing efforts and how social can tie-in
• Discuss conversation monitoring of current channels
• Q&A Session with Social Media Director and her recommendations, feedback, and ideas on the channels managed by the client

Daily accessibility when needed

• 3 hours included each month
• $300/hr. each additional hour for Director
• $200/hr. each additional hour for Social Media Manager/Specialist

Engage with consumers in partnership with the client

• Content creation across social channels on behalf of the client (minimum three posts per week on Facebook and twitter, 1-2 blog posts per week)
• Represent the brand online and assist in share of voice across all platforms

Bi-monthly reports on results, goals & recommendations

• Trackable, measurable metrics
• Monthly snapshot of each channel’s metrics (fans, followers, engagement analytics, views, Klout score, etc.)

Option 4:  FULL SOCIAL SUITE

Initial audit of business marketing plans and objectives

• Competitive analysis
• Market research
• Identification of key platforms

Robust social media strat¬egic plan and recommendations

• Clients receive comprehensive written plan
• Recommended social media channels included & initial set-up and training with IMI
• Content suggestions
• Best practice examples
• Campaign strategies and recommendations

Weekly audits over the phone

• Discuss current marketing efforts and how social can tie-in
• Discuss conversation monitoring of current channels
• Q& A Session with Social Media Director and her recommendations, feedback, and ideas on the channels managed by the client

Daily accessibility when needed

• 4 hours included each month
• $300/hr. each additional hour for Director
• $200/hr. each additional hour for Social Media Manage/Specialist

Engage with consumers on behalf of the client

• Content creation across social channels on behalf of the client (minimum five posts per week on Facebook and twitter, 2-3 blog posts per week)
• Represent the brand online via guidance from client

Weekly reports on results, goals & recommendations

• Trackable, measurable metrics
• Monthly snapshot of each channel’s metrics (fans, followers, engagement analytics, views, Klout score, etc.)

Full-service campaign execution

• Two per year
• Examples: Sweepstakes, Promotional campaign, live social media event, etc.
• Full execution, implementation and analysis of campaigns
• Work with client to establish social campaign goals and medium
• Create, implement and execute campaign and manage during the campaign duration

Carrie Peterson comes from a robust marketing background and understands what it means to have allegiance to a brand, including the necessity to convey messages pertaining to the uniqueness of a company through social media. After graduating from Loyola Marymount University in 2007, Carrie started her marketing career at The Upper Deck Company, where she had the opportunity to build social media channels and integrate the communication into marketing plans when social media was just starting to take shape from a business angle. For three years, she created, developed and integrated social media and community development into existing marketing strategies. In 2010, she expanded her brand marketing experience into the hospitality industry, where she was brought on to build a social media strategy from the ground up for La Costa Resort and Spa, creating channels of communication to foster brand advocates and generate ROI through numerous social media channels and real-world events. In January of 2011, Carrie created a side social media consulting business, Carrie Elizabeth Consulting, where she created a network of clients ranging from non-profits, financial institutions, the entertainment industry, property management, and medicine. Carrie is well equipped to work with your business to create a social media strategy to integrate seamlessly into your marketing and business plans, and looks forward to embracing social media to empower your business and ultimately, cultivating brand advocates through these channels to help grow business.

This IMI client is one of the leading  garage door services companies in the country.  The client engaged IMI to perform a complete diagnostic analysis of their existing online marketing campaigns, and to optimize and improve those efforts.  IMI was hired to perform Website Design, Landing Page Design, SEO, and PPC.  The website and landing pages are broken down by the company’s regional locations, each generating traffic from geo-targeted PPC.  This Case Study provides a before and after snapshot of how an improved landing page design drastically increased PPC conversions. 

The Challenge

• Cost Per Click avg.  $9.15 with core keywords upwards of $25.00
• Position between 1 and 2 impact call volume dramatically
• Budgetary constraints for ad visible at #1 all day
• Clicks to call* rates less than 10%
• Call tracking limited on keywords converting to calls

The Goals

• To improve the PPC landing page designs to increase conversions
• The core conversion goal of the PPC campaign was to increase the volume of inbound calls
• Maintain #1 position all day with budget only allowing 5-10 clicks
• Convert over 35% of clicks to call to meet call volume goals
• Design landing page micro site to answer all questions for visitor for all aspects of the garage service industry
• Improve keyword level call tracking
• Maximize CTR’s to improve CPC’s to gain more clicks for the budget

The Strategy

The strategy began with performing in-depth analysis on existing PPC campaigns as well as running heat map testing on current landing pages.  IMI’s Website Design team worked with the Strategy and SEM teams to develop new landing pages for testing. 

Upon launch the SEM team then began closely monitoring CTR’s and click to call performance in order to maximize the call volume goals. Here is a before and after snapshot of the landing pages.

 The design and conversion optimization team did the following:

• Changed logo placement and top navigation
• Changed the positioning and layout of the phone numbers to increase visibility
• Made phone numbers larger
• Added more trust factors
• Made overall design & layout improvements

The Results

After 5 ½ months of some success and campaign optimization, the client provided approval to test our ideas on landing page improvements. On July 27th, we pushed our first test live on the San Diego landing page. The first day of operation we saw a 42% conversion rate (17.7% higher than the average conversion rate for the month)!  In August we rolled these changes out to the other state PPC micro sites and saw continued amazing results as graphed below:

The “X” marks the approximate date where we changed the page. We were able to get our action rate up to 50.18% for the first 19 days in September and averaged a 28.9% call rate on all pages. The Orange County area performed best with a 62.8% conversion rate!

Do You Want Internet Marketing Results Like This?
CONTACT US TODAY>>

Cal entered the online marketing industry in April 2010 as an enterprise level SEM Analyst for one of the top agencies in Utah.  While he was there he learned the ins and outs of paid search and knows what it takes to create a successful PPC campaign.  Cal was directly responsible for the success of numerous clients achieving upwards of 5000% ROAS through their PPC campaign and has hands on experience working with one of the nation’s largest plumbing & HVAC companies.  Cal’s philosophy to PPC is executing proven processes and using measurable data to guide his decisions.

Cal has an associate’s degree from the University of Utah and finishing up his bachelor’s degree in business administration from Utah Valley University.
While not at work, Cal enjoys surfing, golfing & spending time with his wife and their yellow lab.