01
CHALLENGES
In 2017, the company chose to pivot their brand identity.
After multiple years of being known as a premier carpet cleaning business, the company wanted to work with Primitive to primarily focus on two goals:
- MESSAGING The client’s aim was to further enhance their website, specifically reintroducing their brand to the public as a complete, all-inclusive cleaning company.
- EFFICIENCY Instead of using three separate programs that would correlate inbound calls to their appropriate task/function, they wanted to create a singular, custom platform that would sync communication with timely execution.
As a leading provider in both urban and rural areas, choosing to highlight their full list of services across multiple platforms allowed for a more competitive presence across a broader geographical reach. In tandem with the organic promotion of the company’s entire service offerings, the business wanted to develop and implement consistent and measurable campaigns that nurtured existing customers while also increasing their marketing qualified lead MQL generation.
02
PARTNERSHIP
This type of reimagined growth is not uncommon, nor unheard of, but does take intention and strategy.
With the desired goals in hand and top of mind, Primitive set out to develop a roadmap that included:
→ New website→ Lead generation
→ Technical SEO
→ Greater exposure of service catalog
03
RESEARCH
The company provided valuable insights and service information, that Primitive worked with to identify specific campaign goals.
Primitive focused on harnessing available data via analytics to better inform focus of ad campaigns, the direction of a new website, and their overall digital marketing strategy.
The key to developing a targeted and effective marketing strategy for this client was to gather enough data to bridge the gap between the client and provider. During this project, Primitive optimized existing Google Ad campaigns and implemented SEO and keyword research to convert marketing qualified leads (MQLs) into new clients.
By analyzing the results of these implementations, combined with strong website analytics, Primitive was able to inform a sustainable and effective long-term digital marketing strategy.
Primitive used full inbound marketing tactics routed through HubSpot to create evergreen, online content, along with over 20 new Google Ad campaigns.
04
DESIGN AND DEVELOPMENT
The Intangibles
05
THE OUTCOME
Heavy collaboration with the company was utilized in order to leverage existing, internal marketing campaigns for digital ads, increasing the effectiveness of strategies moving forward.
Furthermore, quarterly analysis and a regular meeting cadence kept the client’s goal of being seen as a full-service company and Primitive’s strategy aligned.
- Brand Identity
- Creative Studio
- Website Design
- Digital Studio
06
Deep Dive
Previously, the client fell into a habit of using three separate programs to perform fundamental operations for the business.
However, even with multiple tools at their disposal they still weren’t able to capture everything their company both needed and wanted.