Optimum Retailing

Retail Management Solutions rebranded to Optimum Retailing in to keep ensure market dominance as competitors entered into the Canadian market. This prompted the need for a new website with an integrated targeting and marketing campaign.

Year: 2020 – 2022
Client: Unefi Inc

Ask

Humble beginnings

With branding and swag / business cards renders mostly ready to go the ask was simple: build a new website that had content highlighting their updated SAAS offering, as well as the new industries and markets they were aggressively expanding into. SEO was also a concern for client retention as ‘Retail Marketing Software’ often drove potential leads to the competition on search engines as these search terms are generic to the industry.

Process

All hands on deck

Through discussions with the client, the project quickly grew in scope as it became clear the staggering value of leads in this industry. Massive single client contracts with a long sales cycle for companies including Bell, Verizon and Rogers meant that conversions at a rate of 1-2 companies a year would provide massive growth opportunities.

To tackle this opportunity to turn the website into a lead driver, we explored ways to increase the scope of the project to include active marketing and targeting of key decision makers in the markets and industries they were expanding into. In doing so, the team grew to include specialists in marketing and corporate communications as well as an external SEO team, content writer and design agency.

Discover

Uncovered the true value of leads to the client and expanding the project ask
Worked directly with internal corporate communications to establish positioning and align on next steps
Set up bi-weekly meetings with key stakeholders and in-house designer
Understand current and prospective target audience

Specify

Defined key roles and responsibilities for a growing team
Established clearly defined markets and industries and the roles of key decision makers of prospective brands
Created user personas for key decision makers
Set Key Performance Indicators and user journey paths against each audience

Ideate

Developed internal blog and social media engagement strategy
Created landing pages targeted directly at key industries, clients and search terms
Took the narrative off the OR branded website and created an unbranded blog for the retail management community
Developed gated and un-gated whitepapers

Bring to life

Finalizes full campaign for the launch of the main brand
Established branding and positioning for new blog for retail management industry to coincide with major retail conference
Launched new social channels with paid marketing strategy
Developed content generation workflows and content calendars
Created templated social media posters / retargeted ads aligned to LinkedIn, organic and retargeting ad campaigns

Measure

Analytics reporting in tandem with SEP strategy studio
Lead acquisition value through CRM
Return on investment for marketing and lead generation
Social Media views, clickthroughs, whitepapers

Deliverables

Leads in hand

Outcome

Ongoing engagement and lead acquisition

Launched in January of this year ahead of a major retail conference the newly launch Optimum Retailing website provided a key point of contact to leaders in the industry. Using co-branded landing pages, user tracking and geofenced ads with retargeting, OR was able to see the immediate success of the data driven approach and website as a key component to their lead generation strategy. This has lead to 2 fold increase in their leads in the first 6 months with several clients currently in contract negotiations.