As the Marketing Coordinator and Manager at Costello Creative Group, I was responsible for organizing and launching the company's digital presence. Working with a small team of two graphic designers, I was tasked with establishing a marketing strategy that targeted mainly local businesses. In this case study, I will outline the challenges I faced, the discoveries I made, and the impact of my role in developing a successful digital marketing strategy.
Challenge
When I joined Costello Creative Group, the company had minimal digital marketing efforts, and the existing marketing strategies were not organized in a systematic manner. My first challenge was to conduct market research and establish a marketing strategy that targeted mainly local businesses. The team consisted of only two graphic designers, so it was crucial for everyone to express their input and feedback on multiple marketing efforts. This enabled us to establish and analyze initiatives quickly.
Discovery
One of the crucial discoveries I made while working at Costello Creative Group was the importance of organizing the company's customer relationship management (CRM) system. The CRM system was crucial in working with a select few lucrative customers that required priority attention and maintenance. We integrated tools such as Streak and Zoho to organize, optimize and enrich prospect, customer and vendor lists. This helped us monitor, maintain, and target all clients, ensuring proper marketing efforts were applied and successful.
Another significant discovery was the importance of showcasing all available services easily. As a design firm that specializes in trade shows, print, digital and marketing stationary for local businesses, we needed a marketing strategy that could promote our entire range of services. By conducting extensive search engine optimization research, we were able to utilize specific key words to easily target a niche market on Google search for the company's range of service offerings. Additionally, we created a pop-up contact form on the website to ensure new client inquiries were easily achievable.
Establishing an email marketing strategy to ensure repeating customers, maintaining social media presence, and creating blog content allowed for maximum online exposure when a majority of clients were searching for services through Google and online searches.
Impact
The impact of our marketing efforts was significant. Working with an SEO expert, we selected the most effective key words for website optimization. I analyzed optimal competition rates and search volumes to select and utilize top key words, which were then integrated onto Wordpress throughout the website meta data and blog posts. As a result, Costello Creative Group was featured organically on front page search results for their top services and most impressive case studies featuring client's success from project collaborations.
I also created monthly and weekly marketing reports based on impressions, engagement, conversions, and demographics data from our analytics pipeline. These reports were used to evaluate the success of our marketing efforts and to make informed decisions about future marketing strategies. Additionally, I presented new marketing and growth strategies to the CEO, which led to a cumulative 300% increase in digital engagements.
Conclusion
Working at Costello Creative Group was an excellent opportunity for me to gain experience in SEO, google search marketing, social media, blog posts, and marketing campaigns. By organizing the company's CRM and utilizing effective marketing strategies, we were able to significantly increase engagement and conversions. My role as the Marketing Coordinator and Manager was instrumental in establishing a digital presence for the company and improving its overall marketing strategy.
(Below) Blog post written by me on costellocreativegroup.com (Link: https://costellocreativegroup.com/sales-catalog-pop/ )
