Case Study One – Coit

Complete Interactive Campaign for COIT Cleaning and Restoration

URL: www.coit.com

Company Information:

COIT is one of the largest specialty cleaning & restoration companies in the world with franchises in the United States, Canada and Thailand.  They have more than 50 years of experience in the industry, yet we have remained a family-owned business with a close-knit corporate culture.

Campaign:

Pay Per Click advertising, Search Engine Optimization, Social Media Exposure

Case Study Time Frame:

September 2008 – December 2010

Background:

In the fall of 2008 COIT contacted IMA. Coit knew they needed to make a big move online but they were having trouble managing multiple vendors. They asked if IMA could step in as Interactive Agency of Record and create a long term online strategy with a clear focus on Return on Investment. IMA did just that over the past two and half years and continues to do so today.

Goals:

  • Increase relevant traffic that is more likely to convert into new customers
  • Decrease cost per click and increase click through rate of PPC campaign
  • Generate qualified leads for all services
  • Create and successfully promote internal pages representing Coit’s franchisees
  • Create an effective presence in the world of Social Media

SEO Results:

  • 75% of Coit’s traffic comes from the search engines
  • Nearly doubled organic traffic, up 85.5% to date
  • Traffic for specifically targeted phrase “Carpet Cleaning” up 188%
  • Traffic to individual franchise pages (with geo-phrases e.g. “carpet cleaning San Francisco) increased an average of 3,100%

PPC Results:

  • Decreased Cost Per Lead 30-50% compared to previous vendor
  • Generated 62,985 new leads
  • Rolled out successful PPC programs for major franchises across the U.S. & Canada

Social Media Results:

  • Created locally focused franchise Facebook and Twitter campaigns for each participating franchise market
  • Implemented rolling Content Development strategy with IMA writing and posting thousands of relevant posts and tweets
  • Increased Likes and Follows through influencer targeting and Custom FBML landing pages

To read a detailed account of IMA’s campaign strategy click here