An Industry Case Study SES – Chicago: 2006 Working With Agencies

Case Study Corporate HVAC Company Online messaging has no connection with offline marketing Directory listings, Titles, and Meta descriptions do not reflect corporate marketing message Traditional agency feels they should manage all marketing initiatives Problem Solution Client marketing manager acts as liaison between agencies Traditional agency leads initiatives and shares media plans SEM agency realigns organic campaign to follow offline plans SEM agency adapts pay-per-click campaign to follow media plan, promo ads, and new marketing message Result Streamlined branding and marketing message Traffic from search jumped 15% Marketing paused due to unprecedented product demand

Case Study Traditional agency attempting pay-per-click management as part of media- placement plan No organic focus on website – disappointing search results Leads to site are largely unqualified Problem Solution Agency willingly handed over online campaigns Organically optimized site (changed out significant content) Flushed pay-per-click campaign and started fresh Aligned all efforts to those of agency’s offline focus Result Streamlined branding and marketing message Increased organic search positions by 63% and corresponding traffic by 21% Increased Pay-per-click visits by 350% without additional funding Home Building Product Company

Summary Working With Agencies Offline and online marketing differ Don’t market to marketers Don’t compete – work together Its all about success How to make it work