/challenge
Realigning a growing business and establishing goals for the next 5 years
Harbourview Property Management had expanded their service offering and were actively growing their client base. What was missing was a marketing strategy to build on that growth and take them to the next level with a cohesive, 360-degree approach. Harbourview Property Management contacted Collaborative Haus for help to launch them into the next phase of business development. Here’s what we did.
/solution
Develop a marketing plan with a cohesive, 360-degree approach
A 5-year Marketing Strategy was developed based on keyword research, competitive analysis, organizational goals and sales forecasting.
- We developed a logo that spoke to the core of their business. We created a branding guide with bold corporate colours that spoke to their core range of services. This visual language of colour is spoken across their website, literature, social media, signage, and on their fleet.
- Collaborative Haus designed a website that laid the foundation of their marketing efforts, highlighting their full menu of property offerings. Built on a custom WordPress CMS, we employed keyword research to write SEO-optimized content for each webpage on the site. To further enhance SEO, we wrote timely, seasonally-relevant, shareable blog articles for the site.
- An organic Social Media campaign increased awareness of the business and drove engagement with the organization. We augmented that with a SEM/Google Ads campaign to drive awareness of two of their divisions.
- To drive shoulder season customer engagement, a successful paid Social Media Marketing campaign prompted customers to plan ahead for and book their summer or winter property maintenance needs.
- Jumping off from the branding guide, Collaborative Haus redesigned all of their collateral material including: outdoor signage, banner displays, brochures, presentation folders, business cards. We carried that visual language throughout their print advertisements as well as onto their fleet of business vehicles. Their trucks, SUVs, trailers, and equipment are boldly and clearly branded.
Results
The efforts have resulted in the following metrics:
- + 15% increase in visitors to the website
- Above average click through rates on Google Ads at 2.88%
- An increase in organic search results
- The SMM paid video campaign had an above average view-through-rate of 7.9%
The impact on Harbourview Property Management’s Social Media channels:
- +24.9% increase in Facebook followers
- +43.5% increase in Instagram followers
- A year over year increase in Facebook Page & Post Engagement by 232%, New Fans by 139% and Post impressions by 11,400%
- A year over year increase in Instagram Page and Post Engagement by 147%, New Fans by 175% and Post impressions by 341%
The Collaborative Haus Team is detail oriented, able to manage a number of projects concurrently, and has delivered quality projects on time and on budget. They are experts in their field!
