chris thetford vice president - communications and marketing bbb|st. louis bbb serving eastern...
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Chris Thetford
Chris ThetfordVice President - Communications and MarketingBBB|St. Louis
BBB Serving Eastern Missouri and Southern Illinois
BBB Serving Eastern Missouri and Southern Illinois
Amplifying Brand Recognition
BBB Serving Eastern Missouri and Southern Illinois
Strong operations strengthens brand value
BBB Serving Eastern Missouri and Southern Illinois
Earned Media2678 media mentions January 1 May 31
BBB Serving Eastern Missouri and Southern Illinois
TV Advertising
BBB Serving Eastern Missouri and Southern Illinois
Social Media StrategyTell positive storiesDemonstrate use of servicesBuy and earn large reach
BBB Serving Eastern Missouri and Southern Illinois
Why outsource?1. Cost
2. Freeing up talent
BBB Serving Eastern Missouri and Southern Illinois
Increase Reach
BBB Serving Eastern Missouri and Southern Illinois
ExplainServices
BBB Serving Eastern Missouri and Southern Illinois
Positive Stories
BBB Serving Eastern Missouri and Southern Illinois
Result: Increased Reach2014 Reach Total: 69,660
2015 Reach through 5/31: 710,145
BBB Serving Eastern Missouri and Southern Illinois
Satellite OfficesColumbiaCape Girardeau
Quincy?
BBB MIDWEST REGIONAL CONFERENCE 2015ST. LOUIS, MO
Intra-staff communications: stay focused with clear goals
BBB Serving Eastern Missouri and Southern Illinois
Outdoor Advertising
BBB Serving Eastern Missouri and Southern Illinois
Radio SpotsDave Glover Show
#1 afternoon show in St. Louis talk radio
Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois
1. Increase online apps2. Increase leads3. BBB brand recognitionDigital Advertising
BBB Serving Eastern Missouri and Southern Illinois
YouTube ads promoting the online application121,809 Impressions 659 Clicks (through May)
March 28 - April 17
BBB Serving Eastern Missouri and Southern Illinois
CPC & Retargeting2,426 total views of application638 display on Charter307 Google CPC100 retargeting484 direct (view-throughs)705 organic
BBB Serving Eastern Missouri and Southern Illinois
Online Application231 Received in 201544 Accredited17 Pending30 Out of Area 20 Time in Business 92 Incomplete
BBB Serving Eastern Missouri and Southern Illinois
Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois
Web Hits up 20% over 2014
Through May 2014: 2,159,161 pageviews
Through May 2015: 2,601,815 pageviews
Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois
SEO EffortsPurposeful titles & URLsMetadataNo duplicate content when possibleNoindex if you need to post itRewrite it otherwise make it more relevant to your service areaMake the site usable22
BBB Serving Eastern Missouri and Southern Illinois
BBB Serving Eastern Missouri and Southern Illinois
BBB Serving Eastern Missouri and Southern Illinois
Result: Brand RecognitionMay 2014Sessions: 155,714Organic Search: 66%Direct: 27% Pageviews:433,333Greater share of people looking for BBB
May 2015Sessions: 255,597Organic Search: 72%Direct: 20% Pageviews: 574,129