Entire digital strategy for a rapid startup
Pride Road Architects is a franchise operation that offers simple and affordable architect wrokshops to homeowners around the UK. Whilst the homeowner can talk through renovation and reconfiuration ideas with an expert, the Franchisee benefits from a supported model of self employment and a flexible way of working.
Since 2015, the Pride Road Architects business has evolved considerably - as such the requirements have evolved.
Here's an insight into the project strategy
"Having worked with Pride Road for 5 years+, the targets simply get harder: keep proving yourself beyond those initial quick wins"
Project Brief
MARKETING REQUIREMENTS: EVERYTHING!
- To grow their online presence and lead volume, Pride Rd Architects required the full suite of digital marketing: organic search traffic, paid ads, social engagement, email marketing and site conversion design.
WEB DESIGN & DEVELOPMENT SUPPORT
- As the business developed, so the website needed to develop as well - in terms of additional user centric features, content and brand design
BACK OFFICE SUPPORT
- I have also supported Pride Road Architects in creating a smooth and efficient back office setup - with Zoho setup/integrations to connect their operations, marketing, accounting and more.
Clients with such wide ranging requirements are demanding - and also very inspiring. We have to keep meeting their needs.
Project Delivery
PROGRESSION WITH CONTENT MARKETING
- A key cornerstone of the company's digital progression was the creation and sharing of relevant content - people would be searching for their ideas (kitchen renovation), their property (semi detached) and their location. We created a variety of case studies, help and advice blogs, and core franchise pages in order to successfully attract the demand.
PAID ADVERTISING CAMPAIGNS
- Growing businesses are always mindful of budget and thus the ROI on any spend. Paid advertising campaigns like Google Adwords needed to be highly targeted, highly segmented and highly effective in terms of the CPC and brand development.
BACK OFFICE INTEGRATIONS
- I have assisted in the implementation of Zoho as the core CRM, email marketing and lead management platform, which has transformed the startup into a data driven company.
Pride Road Architects has grown from 1 architect to 6, thanks to a model of incremental growth, driven by search demand for their valuable services.
Outcomes
TRAFFIC CONTINUES TO RISE
- Our digital marketing strategy - delivered on a tight budget - has created an average of 35-120% traffic increases seen year on year, lean PPC campaigns nationwide, and definitive lead tracking and management through to all Pride Road architect members.
REINVESTMENT INTO A LONG TERM RELATIONSHIP
- Every time revenues went up, Pride Road chose to re-invest them into back-office operations and front-end marketing. The company has evolved and continues to grow nationwide.
- Long term client
- Technical SEO, Content Planning, Email & Back Office
- Frequent +100% traffic YOY every year
- Gradual design redevelopment
- Custom WordPress development
- Franchisee training and support
- Paid advertising management and optimisation
- Interested in this project?
- Get in touch to learn more about how I managed this project and helped deliver their digital success
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