Integrated Marketing Program
LandscapeHub is a member-based commerce platform that connects landscape industry buyers with wholesale suppliers and growers, allowing them to browse, buy, and manage all their materials through a single website.
They wanted help from CI Design (CID) to increase awareness among both audiences, drive registrations from the buyer groups, and improve the number of quality suppliers using the platform.
We took LandscapeHub’s online audience on a strategic four-part eblast journey. This journey introduced a unified brand voice across all four messages, and each message was published at strategic intervals to optimize engagement. Each message was tied to an overarching theme that showcased one of the many benefits of joining LandscapeHub, and focused on inspiring the audience to sign up as a LandscapeHub user.
LandscapeHub’s blog is an unmatched resource for landscaping buyers and suppliers, but we knew that with the right strategy behind it, it would grow into something truly spectacular. Our all-star content strategists dug in and started laying a strategic foundation for all written content, while incorporating SEO best practices to help with search engine ranking.
INTEGRATED CAMPAIGNS – DIRECT MAIL & LANDING PAGES
To increase memberships on their platform, we created two direct mail campaigns targeting their buyer and supplier audience, and built a branded landing page to track sign-ups from these campaigns.
As the next logical step, CI Design crafted ads to run on the Google Search Network and through Gmail to boost awareness and familiarity with LandscapeHub.
With the content strategy rooted in SEO best practices, we had already started along a strategic path towards a more SEO-friendly website.
73% increase in new account registrations generated in first month of engagement with CID
84% increase in traffic from LinkedIn after three months
Our campaign work not only led to measurable ROI for our client, but earned us the Integrated Marketing Communications Program honor at the 2019 Bell Awards.