Case Studies – Today's Business https://tbsmo.com Your Perfect Digital Marketing Partner Mon, 07 Aug 2023 15:32:14 +0000 en-US hourly 1 https://wordpress.org/?v=6.3.1 https://tbsmo.com/wp-content/uploads/TB-B-Logo-Light.svg Case Studies – Today's Business https://tbsmo.com 32 32 Using Influencer Marketing to Boost In Store Sales of 4 Items by 350% https://tbsmo.com/case-studies/using-influencer-marketing-to-boost-in-store-sales-of-4-items-by-350/ Tue, 01 Aug 2023 14:59:34 +0000 https://tbsmo.com/?post_type=case-studies&p=6484 Choosing the theme of this campaign, British Invasion, came down to tapping into nostalgia of Publix’s main consumer base in order to draw as many eyes to the cheeses as possible. With the demographic of Publix shoppers skewing older, tapping into a retro theme that tied a throughline between the musical British Invasion and our campaign allowed us to tap into the goodwill provided by the era. An added bonus was that millennial audiences love vintage items, meaning we were able to reach into two different demographics with simple branding. Drawing comparisons between that and the cheeses was an easy sell and led to some entertaining Reels set to music from the Beatles, Rolling Stones, and The Who.

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Using Influencer Marketing to Boost In Store Sales of 4 Items by 350%

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“The goal of this campaign was to create product awareness and drive sales for our British cheese brands at Publix locations. Through this influencer marketing campaign, Today’s Business helped us do just that. We saw in-store sales volume increase by 350% for each of the 4 items that the influencers were promoting. Not only did we increase our sales but we also enhanced our relationship with Publix by showing them that our tactics work. Overall, we feel this campaign was a huge success!”

Marissa DeMaio | Vice President of Marketing at Atalanta

Photo Aug 02 6 35 41

Overview

Choosing the theme of this campaign, British Invasion, came down to tapping into nostalgia of Publix’s main consumer base in order to draw as many eyes to the cheeses as possible. With the demographic of Publix shoppers skewing older, tapping into a retro theme that tied a throughline between the musical British Invasion and our campaign allowed us to tap into the goodwill provided by the era. An added bonus was that millennial audiences love vintage items, meaning we were able to reach into two different demographics with simple branding. Drawing comparisons between that and the cheeses was an easy sell and led to some entertaining Reels set to music from the Beatles, Rolling Stones, and The Who.

Brands

Belton Farm

The Beckett family have been creating award winning cheeses in Shropshire, England since 1922.Their cheeses are crafted by expert cheesemakers and are then carefully selected by experienced graders. They had 2 separate cheeses spotlighted: Red Fox and Double Gloucester with Onion and Chive.

1057

These cheese curators pay homage to the year when the last great king of Scotland, Macbeth, died defending his throne. They are proud of their history, and their cheese connects all aspects of their history together to create a delicious Extra Mature Scottish Cheddar that is matured for 12 months.

Snowdonia

Hailing from North Wales, Snowdonia’s name comes from the beautiful Snowdonia National Park located in the green countryside. Their award-winning cheeses are expertly crafted and use fresh, natural ingredients in order to create a great depth of flavor. Their Rock Star Cave Aged Cheddar is perfectly named, as it is matured in the slate caverns of the National Park.

Photo Aug 02 5 52 54

Goals

  • Increase awareness
    Increase awareness of products within Publix locations in Virginia, Tampa, and Miami.
  • Sales
    Increasing sales to prove to Publix that Snowdonia, Belton Farm, and 1057 Scotland can be consistent rotational pieces in their cheese catalog.

The Challenge

Minimal brand awareness

Products are not typically found in the United States

Very tight budget

Had to find ways to maximize our reach

Regional campaign

Had to focus on influencers who had an audience that lived near Publix

The Strategy

In order to achieve these goals, Today’s Business took the following steps to maximize the success of this campaign:

  • Onboarding
    Conducted a thorough onboarding to understand the brands, products, and audiences.
  • Campaign Strategy
    Developed a fun and engaging campaign strategy with custom-curated messaging designed to maximize the number of influencers willing to participate in the campaign in exchange for a custom influencer kit. This kit was filled with recipes
  • Influencers
    Created and contacted a list of over 300 amount of influencers who lived or had an audience within the targeted regions
  • Audience & Analytics
    Reviewed influencer rates and audience analytics to contract a handful of influencers who were most likely to yield the highest Cost Per Engagement (CPE).
  • Communicate
    Stayed in constant communication with influencers to ensure they had everything they needed to create engaging and unique recipe and in-store content.

Results

33

Total Media Accounts

12

Instagram Posts

21

Instagram Stories

278K

Impressions

35,000

Engagements

2.21%

Engagement Rate

$42,398

Media Value

$.28

Campaign Cost Per Engagement

393%

Increase in Sales

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]]> British Invasion Publix Campaign Recap nonadult Boosting Core Service Page Performance for an Orthopaedic Practice Post Site Launch https://tbsmo.com/case-studies/boosting-core-service-page-performance-for-an-orthopaedic-practice-post-site-launch/ Wed, 19 Apr 2023 15:35:28 +0000 https://tbsmo.com/?post_type=case-studies&p=6088 The post Boosting Core Service Page Performance for an Orthopaedic Practice Post Site Launch appeared first on Today's Business.

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Client Overview

OrthoGeorgia has been a staple in the Central Georgia community for decades. Home to national leaders in orthopaedic surgery, OrthoGeorgia provides comprehensive spine, hand, total joint, foot and ankle, and sports medicine care at several offices and surgical centers throughout the region. Their care specialties extend to rehab, physical therapy, diagnostic imaging, and more, making the practice the perfect place for patients to find everything they need. When OrthoGeorgia started a partnership with TB, we recognized that a new website was needed, and a strategy had to be put in place post-launch so that we could boost the practice’s numbers and top priority services – orthopaedic spine care and urgent care.

OrthoGA Case Study - Desktop

The “Crux”

Once OrthoGeorgia’s new website was up and running, we dove head first into optimization and revamps of the spine center and urgent care pages (along with other service pages) to ensure they could rank for target search queries. Our ultimate goal was to help OrthoGeorgia dominate local search results for their core services while facing the potential volatility of a new website.

The Strategy

After the client let us know that spine care and urgent care are their most prominent services, we began optimizing these pages on the new site. Core efforts included utilizing broader keywords and adding supplementary content where possible while optimizing SEO elements like headers, title tags, and meta descriptions. Part of this work included a keyword focus on terms like “center,” “specialist,” and “surgeon,” along with targeting different variations of related keywords (such as using both “spine surgeon” and “back doctor”). We’ve recently begun building out condition pages to branch off the spine center page. We anticipate positive results for these pages in the near future, as this effort allows us to focus on an even wider variety of spine-based keywords.

OrthoGA Case Study - Titles

The Results

Website launched November 11, 2021

Nov 1, 2022 – Feb 28, 2023 vs. Nov 1, 2021 – Feb 28, 2022 (Nov-Feb YoY)

Orthopedic Urgent Care Page

+22.87%

Impressions

144,974 vs. 117,988

+10.31%

Clicks

2,108 vs. 1,911

Spine Center Page

+139.27%

Impressions

47,429 vs. 19,831

+23.45%

Clicks

179 vs. 145

Target Search Query Increases

“Spine Surgeon” Impressions - Chart

“Spine Surgeons” Impressions - Chart

“Back Surgeon” Impressions - Chart

“Spine Doctors” Impressions - Chart

Other queries with significant increases for the spine page:

spine doctor near me, neck surgeons, spine specialist near me, back specialist near me,
ortho spine specialist, spinal stenosis specialist near me

Year Over Year Organic Growth

+14.58%

Users

+15.79%

New Users

+9.32%

Sessions

+48.09%

Conversions (Phone Calls)

Takeaways from the Team:

“The combination of strategies we’ve used to boost OrthoGeorgia’s overall organic performance, along with performance for the spine and urgent care center pages, has been a super fun and satisfying challenge. It’s great to see monthly increases for such a wide variety of related search queries, all while knowing that numbers will continue to grow because of ongoing content creation and optimization efforts. SEO results aren’t instant, but they’re always worth the wait.”

Julia Chirichella, SEO Strategist

“Building a new website for OrthoGeorgia has allowed us to get their performance to an all-time high. Faster page load times, improved site speed, and better responsiveness across different devices all play a big part in the new site. Not only is the site faster, but with better UX and UI, any new or existing patient will have a great experience. I’m excited to see the growth in performance, how users will respond, and how the site will do with SEO in terms of reach.”

Justin Ramsammy, Web Developer

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]]> How to Lease up 70% of your Rentals in Just 2 Months via Social Media Marketing https://tbsmo.com/case-studies/how-to-lease-up-70-of-your-rentals-in-just-2-months-via-social-media-marketing/ Tue, 06 Sep 2022 16:38:52 +0000 https://tbsmo.com/?post_type=case-studies&p=4989 Today’s Business works with BNE to assist new property lease-ups through social media marketing.

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Overview

BNE Real Estate Group is a national, family-owned organization with over 60 years of experience in the development, investment, ownership and management of high-quality and vastly diversified real estate assets. Today’s Business works with BNE to assist new property lease-ups through social media marketing. In February of 2021, the client was looking to launch Dey & Bergen–a colorful, mid-century modern luxury apartment community–that stood directly next to a competing apartment that just opened.

BNE DB April2021 NowLeasing V2 1024x1024 1

The Challenge

Today’s Business has assisted with apartment lease ups for BNE Real Estate before. However, having a competing apartment directly next to Dey & Bergen that was already open for leasing, while Dey & Bergen was just finishing up construction, posed a unique challenge. We needed to create a strategy that would develop hype around the community’s brand-new studio, 1 and 2 bedroom residences and encourage potential residents to wait for Dey & Bergen to open before making a decision.

BNE DB June2021 Studio LeasingSpecial Feed 2 1024x1024 1

The Strategy

Given the objectives of BNE Real Estate, Today’s Business implemented the following strategy:

Preparation

Set up and prepared social media accounts on Facebook and Instagram.

Updated platforms w/profile imagery and contact information with designated tracking numbers.

Created a Facebook ad account to boost posts from.

Execution

Prior to the Grand Opening we:

  • Posted “coming soon” creatives and boosted these prior to grand opening. We put a lot of focus on the unique amenities in the apartment community, like the speakeasy lounge with a vintage 1960 Austin Healey Bugeye Sprite!
  • Chose imagery that created a lifestyle element to the community that would aid in the (already impressive) interior design and amenities appeal to younger professionals.
  • Responded to inquiries and encouraged the audience to join the waitlist.
  • Boosted posts for $1,200/month with the following targeting. 
  • Due to Facebook’s Special Ad Category, anything in the “Housing” category has restrictions in who you can target to prevent discriminatory practices. Therefore, age, gender, interest targeting, etc. remained broad.
  • Grew the following and developed engagement by engaging with users in the Harrison area and in competitor communities.

After the Grand Opening we:

  • Created a “Now Leasing” post, as well as graphics that showcased the grand opening special! We additionally updated all profile imagery and messaging to include updated images and messaging that the community was open for leasing.
  • Created floor plan carousels and videos with pricing expectations to give our audiences more details about the apartments. As we received virtual tours we posted and promoted those too.
  • Adjusted our messaging to encourage our audiences to visit our website to learn more, take advantage of the grand opening special, or call our leasing team to schedule a tour!
  • Had our creative team developed dedicated Instagram highlights for the @deyandbergen profile, showcasing the impressive amenities and apartment options.
  • Reshared tagged resident reels and photos to showcase an authentic side of our community.
  • Reshared content and created custom graphics to promote local business.

unnamed 576x1024 1

The Results

unnamed 1 1024x1024 1
unnamed 2

“Just two months after the community opened its doors to a collection of 242 residences and more than 45,000 square feet of indoor and outdoor amenities along the waterfront, Dey & Bergen has already surpassed 70% leased.” –NJBIZ

After just 6 months of promoting Dey & Bergen, the apartment became “stabilized” and we reduced our grand opening promotions.

Takeaways from the Team:

“Dey & Bergen was and continues to be an unforgettable apartment community! The unique design of the resident areas, impressive amenities, and residence features were a great foundation to work with. This, combined with our team’s custom creatives, engagement strategy and boosting budget, created huge engagement and interest from the start!”

Kristen Jajko

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From startups to nationally recognized brands, we ensure all clients receive profitable results from our customized digital strategy. Let us help your company generate the results you are striving for.

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]]> Case Studies » Today's Business nonadult Using Influencer Marketing to Improve Retail Relationships https://tbsmo.com/case-studies/using-influencer-marketing-to-improve-retail-relationships/ Tue, 16 Aug 2022 17:05:52 +0000 https://tbsmo.com/?post_type=case-studies&p=4809 Keto Science is one of the premier keto supplement brands on the market. They offer 9 incredible products...

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Overview

Keto Science is one of the premier keto supplement brands on the market. They offer 9 incredible products designed to help individuals maintain nutritional ketosis, and have recently inked a deal with Walmart to carry a handful of these items, namely the meal shakes. The shakes are very convenient for people who are following a keto diet and need a quick meal. The meal shakes taste great and can be used in a variety of different ways. 

In order to help move these Keto Meal Shakes off the Walmart shelves and grow their relationship with Walmart, the Keto Science team turned to Today’s Business to craft an influencer marketing strategy to achieve the following goals.

InfluencerMarketing CaseStudy KetoScience OverviewImage

The Goals

  • Product Awareness at Walmart
  • Create as much influencer content at Walmart store locations within the provided budget.
  • Generate high volumes of both impressions and engagements around this content.
  • Create In-Store Sales
  • Create in-store sales of the meal shake product to secure more shelf placement from Walmart

The Challenge

Keto Science faced the following challenges:

  • Minimal Brand Awareness – Keto Science had invested practically nothing into advertising their products, so most people are unaware of the product benefits or even that the product exists at all.
  • Niche Community – The keto community online is very niche with limited amounts of influencers in the space. This means that the top Keto influencers are in high demand and either have exclusive contracts with competing brands or charge very high rates for promotion.
InfluencerMarketing CaseStudy KetoScience TheChallengeImage

The Strategy

In order to achieve these goals, Today’s Business utilized the following tactics:

  • Strategic Influencer Recruitment
    Today’s Business reached out to 357 influencers in an effort to create a relationship between them and Keto Science. Our primary focus was on influencers who promoted a ketogenic or low carb diet. To maximize our budget, we first recruited influencers who would promote Keto Science Meal Shakes in exchange for free product. We then used their content to create campaign briefs that were used to display good examples of content to strengthen the quality of content when recruiting new influencers. We then compiled a rate sheet for larger influencers who charged a flat fee and used our industry knowledge to contract the influencers who we believe would yield the best results. We then went back and re-contracted those who were getting the best cost per engagement and were generating the most positive sentiment overall in their comments.
  • Social Media Advertising
    Once we had quality influencer content created we then used this content to create ad campaigns to expand upon the limited reach that organic posting can provide. We used the content to create targeted Facebook Ads that highlighted the numerous benefits of the Keto Science Meal Shakes and demonstrated how quick and easy it is to consume.

Messaging:

Maintaining a ketogenic diet can be difficult but I found a #KetoHack! @myketoscience Meal Shakes make maintaining a keto diet so much EASIER! When you’re on the run or short for time these are PERFECT! Keto Science Meal Shakes provide the Functional Fats I need (such as MCT Oil) and have only 2g Net Carbs, 0 added Sugars, 8g Protein, plus 25 Vitamins and Minerals to support my Keto diet. Also, it is so convenient that they are at Walmart! I don’t have to make any special trips as I already shop there. #KetoHacks #WalMartKetoFinds #WalMartKetoHacks #KetoSciencePartner

Paid Post Examples:

Organic Ad Examples:

ketoxjunkie 2022 01 31 instagram CZaRslOpkAc video 1

The Results

KPIs (Projected vs. Actual)

Group 1340
Group 1341
Group 1342

Other KPIs

247

Total Media Posted

91,000

Engagements

82.2%

Follower Growth

800,636

Total Reach (Ads)

155,633

Thurplays

39,300

Est. Ad Recall

12,061

Link Clicks

$0.29

Average CPC

2.23%

CTR

Highlights

  • Diet audience received more spend from Facebook and generated 33% more link clicks and 30% more impressions than Fitness Audience
    Cost per link click for both audiences wass $0.10
  • $0.29 average CPC > 71% lower than industry average
  • 2.23% CTR > 40% higher than industry average

Top Performing Ads

Thruplays

Brand Awareness

Link Clicks

Consumer Sentiment

Purchase Intent

Purchase Intent

Social Proof

Social Proof

Audience Engagement

Audience Engagement

Takeaways from the Team:

“Developing the relationship between Keto Science and Walmart meant developing the relationship between Keto Science and the keto community. Working to increase its brand within the niche but tightknit community was valuable.”

Jade Rice

Conclusions:

Overall, the campaign was quite successful. We developed a targeted strategy geared towards creating content in Walmart. Working with all types of influencers allowed us to reach many corners of the Keto community, and we got a lot of positive feedback from the influencers who loved the product and wanted to continue to create more recipes for their audiences.

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Ready to take the next step?

From startups to nationally recognized brands, we ensure all clients receive profitable results from our customized digital strategy. Let us help your company generate the results you are striving for.

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]]> Case Studies » Today's Business nonadult How Not Using “Near Me” Nearly Doubled “Near Me” Search Results https://tbsmo.com/case-studies/healthcare-local-seo-case-study/ Wed, 29 Jun 2022 13:43:57 +0000 https://tbsmo.com/?post_type=case-studies&p=4612 During the initial boom of users including “near me” within their searches, the modifier was applied liberally across southcoast.org’s website.

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Client Overview

Southcoast Health is one of the largest healthcare systems in the Northeast. Its network covers much of the southern region of Massachusetts and Rhode Island, includes 250+ locations and over 600 providers. Their website is managed through a custom-made theme in WordPress and was created in the mid-2010s. Previous SEO work has initiated the creation of pages for each location, but many did not have any content to speak of. Today’s Business has had a relationship with Southcoast Health since 2018, providing SEO and SEM services. After an initial period of SEO in 2019, the service was brought back on a permanent basis in November of 2020.



Southcoast CaseStudy SEO OverviewImage





The Challenge

During the initial boom of users including “near me” within their searches, the modifier was applied liberally across southcoast.org’s website. The results were initially very promising, with impressions and clicks both seeing notable gains. But as time went on, updates to Google’s search algorithm lead to a significant decline in clicks and small decline in impressions for “near me” queries. Urgent care was the primary concern at the time. In addition, local searches for services were also underperforming. 

Today’s Business knew it needed to remove the website’s liberal inclusion of “near me,” recognizing that Google was now using it primarily as a directive first and not so much a search term. The plan would not be able to include any technical dev work



The Strategy

The plan could not include any technical dev work, citation building, link building, Google Business Profile optimization, or any other offsite measures. Only onsite work and metadata optimization would be initial options. Consequently, the strategy would be as follows:



  • Remove “Near Me” keyword use.
    Instead, TB would utilize “[service] + [location]” for many of the keyword structures, while “Find Your Nearest [Location type]” would be considered for directory pages, such as the urgent care service page. 90%+ of this would be focused on title tag changes.



  • Location Pages
    Build out the remaining location pages, of which nearly 150 lacked true content. These would be tackled over the course of 2021.




Southcoast CaseStudy SEO StrategyImage

At the time of presentation of the strategy, it was communicated to the client that we expected to see an initial large drop in impressions, but long term this would lead to significantly more clicks related to local searches.




The Results

Note: Branded terms and Covid-19 terms are filtered out, leaving terms such as “urgent care near me,” “hospitals near me,” etc.

Southcoast CaseStudy SEO ResultsImage 1

  • Near me removed from most pages in December 2020


  • Impressions plummet by January, clicks see small decline


  • By February, performance on “near me” queries begins to steadily increase


  • Missing Location Content added in March, May, June, July, September


  • Updates to Google’s Algorithm for local search positively impact “near me” and “service + location” queries. 


  • End of year sees a spike in COVID and other health issues, causing an additional spike around New Year’s.


The Results: Q1 ‘22 vs. Q1 21




“Near Me Queries” Increase



“Urgent care near me” Increase





arrowcase80%

Clicks

(3,134 to 5,625)



arrowcase 61%

Impressions

(315,771 to 507,961)



arrowcase 134%

Clicks

(1,180 to 2,763)



arrowcase 431%

Impressions

(7,834 to 41,619)





Non-Branded, Non “Near Me”, Non Covid Queries





arrowcase 14%

Clicks

(28,683 to 32,651)



arrowcase 54%

Impressions

(1,202,611 to 1,848,422)





Location and Service Pages (No Query Filter):





arrowcase 18%

Clicks

(105,942 to 124,463)



arrowcase 57%

Impressions

(2,863,842 to 4,226,387)



arrowcasedwon18%

Appointment Forms

(533 to 438)



arrowcase 305%

Phone Call Clicks

(900 to 3,644)



arrowcase 120%

Urgent Care Clicks

(11,211 to 24,634)



***Note that most Location and Service pages do not have appoint forms on their pages




1st Half ‘21 vs. 2nd Half ‘21:




“Near Me Queries” Increase



“Urgent care near me” Increase





arrowcase89%

Clicks

(6,655 to 12,559)



arrowcase 79%

Impressions

(750,080 to 1,344,105)



arrowcase 173%

Clicks

(2,491 to 6,792)



arrowcase 332%

Impressions

(18,036 to 77,909)





Non-Branded, Non “Near Me”, Non Covid Queries





arrowcase 17%

Clicks

(56,236 to 65,683)



arrowcase 69%

Impressions

(2,604,133 to 4,401,386)





Location and Service Pages (No Query Filter):





arrowcase 25%

Clicks

(200,973 to 251,059)



arrowcase 57%

Impressions

(5,974,334 to 9,404,908)



arrowcase7%

Appointment Forms

(993 to 1,063)



arrowcase 332%

Phone Call Clicks

(1,928 to 8,322)



arrowcase 143%

Urgent Care Clicks

(23,418 to 56,838)



***Note that most Location and Service pages do not have contact forms on their pages





Conclusions:

  • Impressions are valuable for increasing your brand’s visibility, but prioritizing clicks will lead to greater ROI.


  • The use of “near me” does not drive clicks. What is more likely to happen is that the page will rank in the 11-20 range, behind others leveraging different relevancy signals.


  • Having fleshed out, usable pages for Google meant more relevant content for geo-local searches. The increase of location content and internal linking to related services also helped affirm to Google that each location provided a specific service offerings. In other words, Google trusted Southcoast as a relevant option more, and therefore presented it in SERPs in greater frequency.



Takeaways from the Team:

Overall, Today’s Business focused on improving local SEO for Southcoast Health primarily by using two core tactics: removing the use of near me and creating content for locations. Despite our restrictions on tactics, the efforts have proven quite successful – this is just the portion of the potential power that SEO has for major health networks. Myself and the rest of the TB team working on Southcoast are excited to see what will happen when we expand optimization even further moving forward.

Forrest Old | Director of SEO



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Ready to take the next step?

From startups to nationally recognized brands, we ensure all clients receive profitable results from our customized digital strategy. Let us help your company generate the results you are striving for.



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]]> #ChompsPepperoniTurkeyChallenge Influencer Marketing Case Study https://tbsmo.com/case-studies/chompspepperoniturkeychallenge-influencer-marketing-case-study/ Thu, 14 Apr 2022 16:08:00 +0000 https://tbsmo.com/?post_type=case-studies&p=4448 Learn how Today's Business helped CHOMPS launch their new Pepperoni Turkey flavor using influencer marketing.

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Client Overview

CHOMPS is one of the leading providers of meat snacks in the United States. What makes their products unique is not only are they delicious, but the proteins they use are sustainably sourced and are free of added sugars, artificial ingredients, and other fillers. They sell these healthy meat snacks directly to consumers through a number of e-commerce channels but are also big players in traditional retail. CHOMPS are among the top selling products at Whole Foods & Trader Joe’s.



Untitled 4





The “Crux”:

Prior to this campaign, CHOMPS meat sticks were available in 7 different delicious flavors. While CHOMPS products are a great standalone snack, the team noticed that a lot of their consumers utilized the CHOMPS meat sticks to replace low-quality meats in a variety of different recipes. As innovators in the industry, the CHOMPS team saw a need to launch a new flavor – Pepperoni Turkey.

With the launch of this new flavor approaching, the CHOMPS team turned to Today’s Business to do what we do best – influencer marketing campaign management. The primary objectives for this campaign were as follows:




Group 522

Partner with pizzerias and pizza influencers throughout the country to create product awareness in the pizza community



Group 523

Partner with other food influencers who can show unique ways to utilize the new flavor



Group 524

Generate content that the CHOMPS team can repurpose to market to the brand’s existing audience






Our Approach:

In an effort to create the most bang for our buck, the Today’s Business team formulated the #ChompsPepperoniTurkeyChallenge.


pizzaaaaa


How Did The Challenge Work?

The Today’s Business influencer marketing team identified a massive list of pizza & food influencers and contacted just over 150 of them to ask them to participate in the challenge. Influencers were offered a free Chomps pizza kit in exchange for participating in the challenge. Participation in the challenge simply required influencers to create their own unique recipe using the new CHOMPS Pepperoni Turkey flavor, capture the creation process in an IG reels video and then tag 2 other influencers or friends challenging them to see if they could create a better recipe.



Why This Approach?

We took this approach because it aligned with our objectives and allowed us to maximize the number of influencers we partnered with and the amount of content that was created. By having influencers challenge their peers it allowed us to reach out to the people who were challenged in an organic way offering them free products in order to participate in the challenge. This helped us maximize the limited budget that was available. We also strategically requested Instagram Reels videos as we know that Instagram’s algorithm favors reels content therefore allowing us to maximize reach.


The Results




30

Profiles Posted



134

Stories Posted



41

Posts



3.3 Million

Potential Reach





531,787

Views



22,215

Likes



918

Comments



23,133

Engagements







Takeaways

“I definitely thought this campaign was a big success! It was so exciting being able to work with some of the most famous local pizzerias such as Pequods in Chicago & Calabria’s in New Jersey while at the same time working with some of the largest food influencers in the industry! I had gotten a lot of feedback from friends and family telling me that they had seen this challenge show up in their explore section of IG.”

Joe Sanfilippo | Manager, Growth & Partnerships













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Ready to take the next step?

From startups to nationally recognized brands, we ensure all clients receive profitable results from our customized digital strategy. Let us help your company generate the results you are striving for.



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]]> Chomps Pepperoni Turkey Challenge Recap Video nonadult Celebrity Goat Influencer Marketing Campaign Case Study https://tbsmo.com/case-studies/celebrity-goat-influencer-campaign-case-study/ Tue, 27 Jul 2021 16:04:16 +0000 https://tbsmo.com/?post_type=case-studies&p=445 Celebrity Goat is a goat cheese brand which sells premium goat cheese variations throughout the United States and Canada at retailers like CostCo, H-E-B, Foodtown, ACME, & more.

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Client Overview

Celebrity Goat is a goat cheese brand which sells premium goat cheese variations throughout the United States and Canada at retailers like CostCo, H-E-B, Foodtown, ACME, & more.

The team at Celebrity Goat had the following objectives:

  • Create more brand awareness & recognition 

  • Create influencer content that they can use as a selling point to retailers to secure more product placement on shelves

  • Create an influencer marketing campaign that could be replicated for new markets such as Canada and also for new brands and/or product launches



Overview Image 3





The “Crux”

The Celebrity Goat team needed to hit their objectives however they had to overcome the following challenges: Lack of resources, tools, & experience to manage an influencer marketing campaign internally and they wanted to achieve their goals on a very tight budget.


Image Banner




The Strategy

Given the objectives and Celebrity Goat’s budget + current situation, Today’s Business recommended running an influencer marketing contest in which only influencers who were invited could participate.



Content Icon

Most people who tag @celebrity_goat on Instagram were often posting just cheese board posts. So we wanted to challenge influencers to come up with unique and exciting content that is not just a cheese board post.



Reels icon

Influencers were challenged to create a #FamouslyGood Instagram Reels video going #BeyondTheBoard and using the goat cheese in a unique way.



Package icon

Influencers were sent a care package of Celebrity Goat cheese products and promotional items and were asked to create a video & post it between June 1st and June 3rd to kick off #NationalCheeseDay on June 4th.



Prize

Influencers were informed that Celebrity Goat will repost their Reel throughout the month of June and the video that receives the most likes + comments will receive $1,000 and the 2nd place winner will receive an iPad.







Why did we choose this route?

  • Reduced Costs

  • Tools

  • Instagram Prioritizing Reels



We chose the contest approach because it allowed us to:

  • Recruit More Influencers

  • Generate More Content & Engagements





The Results

Overall, we believe the influencer marketing campaign was a big success. We were able to meet the client’s objectives while also staying within a very tight budget.







39

Influencer Profiles Posted



194

Influencer Stories



33

Influencer Reels



68

Influencer Posts



558k

Impressions



1m

Potential Reach



38.4k

Engagements



Post Comments as High as

184



@annie eatsfood

@annie_eatsfood



@chloebellexx



@beautifulbitesbycarly

@beautifulbitesbycarly



@chelslikescheese

@chelslikescheese







Image group1



Image group2





cards



Vegetarian magazine

Some of our influencer content even got featured on major publications like the Vegetarian Times Magazine





CelebGoat IG



Celebrity Goat Instagram Profile



27%

Follower Increase



732%

Impression Increase



28%

Engagement Increase



1,027%

Profile Action Increase







Product Inquiries from Across North America

Map



Takeaways from the Team:



“Having a unique strategy along with great planning, collaboration, and lots of time/effort are the key ingredients for success when running an influencer marketing campaign. There’s no doubt that the Today’s Business team had all of the right ingredients here as it clearly showed in the results. It’s so nice running a campaign like this when you also manage the social media marketing accounts for the brand. This made it easier for us to create a great strategy and seamlessly execute that strategy. Hats off to the Celebrity Goat team for being such a collaborative + open minded partner and giving us the tools to succeed here. Also, big shout out to the TB social team for really understanding this brand and creating a killer strategy and execution plan!”

Joe Sanfilippo

Manager, Growth & Partnerships



“Overall, I saw this campaign as a huge success for both Celebrity Goat and Today’s Business. It was the first influencer campaign we’ve done where we could both coordinate the influencers and manage the engagement on the social media side of things. I believe that made a world of difference in the results we saw. Not only did this campaign generate incredible content in line with Instagram’s current priority on Reels, but we were able to create buzz around the products at an exponential rate. The amount of inquiries and interest generated through this campaign will be an invaluable tool when trying to get Celebrity Goat in more stores and locations in the future.”

Kristen Jajko

Social Media Strategist





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]]> Case Studies » Today's Business nonadult Increasing Web Leads by 737% for a Cabinets & Countertops Company https://tbsmo.com/case-studies/increasing-web-leads-by-737-for-a-cabinets-countertops-company/ Fri, 23 Jul 2021 16:04:16 +0000 https://tbsmo.com/?post_type=case-studies&p=448 Cabinets Direct USA is one of the oldest and leading cabinet and countertop suppliers in the northeast, providing various kitchen and bathroom remodeling services since 1935. They’re also one of the longest standing clients of TB. At the time that Cabinets Direct USA signed with Today’s Business, they had set their goal as getting one contact form per day and they’d be happy. As we moved into 2020, TB recognized that updating the client’s location pages could provide a major boost to consistent lead generation, especially with budgets for advertising being cut at the start of COVID-19.

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Client Overview

Cabinets Direct USA is one of the oldest and leading cabinet and countertop suppliers in the northeast, providing various kitchen and bathroom remodeling services since 1935. They’re also one of the longest standing clients of TB. At the time that Cabinets Direct USA signed with Today’s Business, they had set their goal as getting one contact form per day and they’d be happy. As we moved into 2020, TB recognized that updating the client’s location pages could provide a major boost to consistent lead generation, especially with budgets for advertising being cut at the start of COVID-19.



Overview Image





The “Crux”

Simply put, Cabinets Direct’s location pages were not producing effectively for lead generation, nor were they ranking for some basic keywords we wanted to target, particularly since it often came down to whether we prioritized cabinets or countertop keywords.





The Strategy

To improve the performance of each location, Today’s Business focused its efforts on a completely new strategy on the website. Rather than creating a single standard page for the client, TB created four, with one serving as the primary showroom page. Each location was in its own pyramid site structure, with a mobile first design providing in page navigation to a cabinets page, countertops page, and custom design page. By creating this 4-for-1 concept, we had pages closely linked and structure together, all able to have very specific keyword focuses.



4 Mockups Image





The Results

Note: SEM was paused and Social Media was limited at the time the COVID outbreak occurred.



Results 1 Image





Increase icon

230% Increase

Clicks Per Month



Increase icon

103% Increase

Impressions Per Month



Increase icon

375% Increase

Sessions (Year over Year)



Increase icon

30% Improvement

Bounce Rate





Takeaways from the Team:



“A lot of time and effort went into creating so many pages. Multi location businesses can be a challenge for content with just a single page concept, but quadrupling it meant even more time invested. But the strategy is sound, and Google has stated in the past that using a pyramid structure to linking, rather than a flat site structure, enables them to have a strong understanding of how pages work. Ultimately, between the design, functionality, and content, the pages’ success speaks for themselves.”

Forrest Old

Director of SEO



“With having multiple location pages, the overall goal for the UI was to make sure all the content was strategically placed for the user to easily navigate through the page. Having a lot of content necessary for SEO is a challenge for design. Implementing a tab feature below the fold allowed us to have all the necessary SEO content on the page while not making the page too long and disrupting the design. Another important element to the page was adding all the specific location contact information above the fold so the user knows where they are before they get into all the details. Another major improvement to the page was to really structure the size and spacing of the text to really help guide the user and improve their overall experience when they land on the page.”

Mario Teixeira

Graphic Designer



“Not only did we make these showroom pages way more visually appealing, the pages are much more intuitive now. We implemented the dynamic Google reviews for each location and fleshed out each page to include a ton of SEO-beneficial content. All changes were made with maintaining a desirable page speed score in mind. I think we hit the mark on all fronts – design, SEO, and development – with these pages.”

Brittany Grebnova/Justin Ramsammy

Web Developers





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]]> Case Studies » Today's Business nonadult Award-Winning Athlete Marketing Case Study: Using NFL Athletes to Create National Brand Awareness & a 369% Sales Lift https://tbsmo.com/case-studies/foco-todays-business-athlete-marketing-case-study/ Wed, 30 Jun 2021 16:04:30 +0000 https://tbsmo.com/?post_type=case-studies&p=377 Learn about the influencer marketing campaign that created a huge year over year sales lift and won the NFL’s Innovation Award for “forward-thinking social marketing campaigns”. Today’s Business also won the 16th Annual Davey Awards Gold Award for this campaign!

The post Award-Winning Athlete Marketing Case Study: Using NFL Athletes to Create National Brand Awareness & a 369% Sales Lift appeared first on Today's Business.

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FOCO Logo

Forever Collectibles Inc. (FOCO) is one of the largest manufacturers and distributors of licensed merchandise in the world. They have partnerships with all of the major sports franchises (NFL, NBA, MLB, NHL, etc.) as well as entertainment franchises such as DC Comics, Game of Thrones, & Stranger Things. FOCO has traditionally sold most of their manufactured products to a variety of other resellers, Fanatics.com for example. However, FOCO recently launched an e-commerce website, FOCO.com, with goals of building FOCO brand awareness and increasing direct to consumer sales. FOCO hired Today’s Business in June of 2019 to help them develop and manage an affiliate marketing program. By July, things were off to a great start and the program was booming. The collaboration between both teams was outstanding and FOCO knew that Today’s Business was ready for the next big challenge.



The Challenge

FOCO has traditionally done well in Q4 due to the popularity of their Holiday Sweaters.

But this year FOCO had two new products, Christmas-themed Pajamas and Hoodeez that they knew would be a hit this year if marketed correctly.

  • FOCO Affiliate Marketing Gallery (2)
  • FOCO Affiliate Marketing Gallery (1)
  • FOCO Affiliate Marketing Gallery (4)
  • FOCO Affiliate Marketing Gallery (5)
  • FOCO Affiliate Marketing Gallery (3)

With the successful launch of the e-commerce website and the recent addition of the affiliate program, FOCO was ready to invest in a campaign designed to build the FOCO brand. Here were the challenges that needed to be addressed:



Low Brand Awareness

How can we leverage the holidays and seasonal products to build our brand?

Group 522



Athlete/Influencer ROI & Management

How can we get the best bang for our buck using athletes? How can we get athletes to properly fulfill their obligations while they are in the middle of their season?

Group 523



Competition

How do we differentiate from the other licensed sports merchandisers out there?

Group 524







The Solution

With a lot of challenges, FOCO turned to Today’s Business to help create an athlete marketing campaign that could help the brand reach its goals. Knowing the NFL and evaluating the products that FOCO had, we knew that the way to compete here, create a buzz, and see a return on investment we would have to appeal to women and families. In collaboration with FOCO, we created the #FOCOFamily campaign.

First, we analyzed FOCO’s Google Analytics alongside 3rd party data to analyze each team’s fan equity and social equity or how much money they spend on their teams, and how much they support their teams on social. We created a ranking for all of these teams based on this data. Once we had identified what teams should be the main focus we turned to the players. This is where things got a bit more complex.



To help select the player’s we used the Today’s Business NFL player database and reviewed the following metrics:

  • Instagram following by volume

  • Percentage of authentic followers

  • Athlete’s percentage of female followers

  • Instagram posting frequency

  • Family content posting frequency

  • Wife’s Instagram Following

  • # of children

  • Athlete position



Foco Chris Hogan

Foco Graph

By reviewing this information we were able to select the athletes who would produce the best content for the campaign and who would resonate most with our target audience. Also, we knew that by getting families involved this would appeal to athletes who post family content and we would be able to pitch this to our network of athletes as a great opportunity for them to produce great content that their fans would engage with while also getting paid. This method helped us recruit over 100% more athletes than we had guaranteed in our proposal and also helped secure fantastic rates.

Securing the athletes was step one in the campaign but we knew to truly drive results we would need to have the ability to repurpose this content for advertisements. Anybody who is in the social media marketing industry knows that organic reach has been in decline since Facebook updated its algorithm in 2018. Social media is a “pay to play” space for advertisers so we knew that organic reach wouldn’t be enough to move the needle. We made sure we contracted content usage rights for all of our athletes so that we could run advertisements on social media.

We also used the athletes’ images on the website to help increase conversions.

FOCO Case Study

  • FOCO Case Study
  • FOCO Case Study
  • FOCO Case Study

While this campaign was going on we still had our affiliate team working tirelessly bringing everything full circle. We did product placement to get the product featured on HBO’s Hard Knocks. We used the content from the athletes to help secure big publishers such as FanSided, SBNation, and more.



focoOakland



focopitts







The Results

Today’s Business helped FOCO create a huge buzz around these products and this campaign. By Christmas Day, nearly every NFL athlete & their family members had seen our content. This created a “network effect” where athletes and influencers from all leagues were constantly reaching out to Today’s Business plus the FOCO team asking to join the campaign… for free. By having the right product, strategy, timing, and execution we made it so that athletes wanted to post and be a part of the #FOCOFamily campaign. This campaign was declared a “massive success” by the FOCO team creating huge quarterly and year-over-year sales lifts for the brand. Additionally, the campaign helped FOCO win the NFL’s Innovation Award for “executing forward-thinking social marketing campaigns”. Today’s Business also won the 16th Annual Davey Awards Gold Award for this campaign!



Group 1217







127%

Sales Lift (2019 Q4 Vs. Q3)



369%

Sales Lift (Q4 2019 Yoy)









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]]> Tripling the Conversion Rate of A Locations Page https://tbsmo.com/case-studies/tripling-the-conversion-rate-of-a-locations-page/ Wed, 30 Jun 2021 16:04:05 +0000 https://tbsmo.com/?post_type=case-studies&p=451 Illinois Bone & Joint Institute (IBJI) is the largest independently owned network of Orthopedic Specialists in the state of Illinois, offering over 20 different locations and 100 different physicians. At the end of 2017 IBJI had a new website developed to replace their old one. Today’s Business has been redesigning elements of the website since, including the /locations/ page in the spring of 2019.

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Client Overview

Illinois Bone & Joint Institute (IBJI) is the largest independently owned network of Orthopedic Specialists in the state of Illinois, offering over 20 different locations and 100 different physicians. At the end of 2017 IBJI had a new website developed to replace their old one. Today’s Business has been redesigning elements of the website since, including the /locations/ page in the spring of 2019.



Gray Background Solid





The Challenge



For any multi-location brick and mortar service, the location parent page – or directory – provides a crucial function. Users are commonly looking for the most relevant or nearest location, and then looking how to either:

  • Learn more about that location and its offerings

  • Contact the location to secure services.



In terms of the marketing funnel, location pages represent one of the most actionable opportunities we have for generating leads. For IBJI, the page for each specific location was performing at a satisfactory level, but the directory page was suffering. At the time of assessment, the /location/ page was performing at a less than 1% conversion rate when serving as a landing page.




Gray Background Solid 1




The Solution

Upon review of the design and the data, Today’s Business redesigned the location page to excel on mobile first.



Since most people who are doing local searches tend to be utilizing a phone, this was deemed paramount. The search function was broken down into core categories, automatic location-finding was added, and a clean search bar was placed front and center. The company’s color scheme was augmented to bring in a more dynamic aesthetic as well. The search results were also overhauled, providing name, address and phone numbers, while emphasizing the core actions of calling or requesting an appointment. All of this combined to be a very high functioning search feature that was equally easy to use via mobile. For SEO and navigation purposes, each location’s name links off to their own specific pages.







Before

Gray Background Solid 2



After

Gray Background Solid 3







The Results From The First 3 Months

While normally we like to see an increase in Pages/Session for engagement, the opposite is true here. The function of the /locations/ page is meant to drive action, so seeing a high Pages/Session meant that the page wasn’t allowing people to find the location they were looking for effectively. By improving usability, people were more likely to convert. Overall, the results post-launch of the /locations/ page showed the importance of strong and intuitive UX. Are you having trouble converting your users or find it difficult to navigate your site? Let us know and we will be happy to review.





167.8%

Increase in Goal Completions



150.44%

Increase in Conversion Rate



18.29%

Increase in Organic Traffic as Landing Page



50.24%

Decrease in Pages/Session







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