Category: Client Case Studies

Hillsborough Community College Website
Additional Markets

Engagement: Develop, optimize and manage HCC’s social presence (Facebook, Twitter, Instagram and YouTube)

Services: Social Media Strategy Development, Social Media Strategy Implementation, Custom Platform Development, Community Management, Check-in Special Program Design/Administration

Description: In 2009, HCC engaged Exakt Marketing (formerly Visual Alliance Media) to identify and evaluate its current social presence and guide them through the process of creating and enhancing that presence as well as integrating their social efforts into their overall marketing and customer service operations. After conducting an assessment, our team recommended a custom Facebook page, a Twitter profile and a YouTube channel to round out their social presence.

Students quickly took to the new channels, asking questions related to financial aid, academic calendars and sporting events, among other topics. With 15,000 monthly active users, discussion and engagement on the Timeline are consistent and plentiful. The Twitter profile and YouTube channel match the look, feel and tone of the Facebook page and also have a regular and active following.

HCC recently underwent a refresh of their social assets to update branding and enhance the user experience. For a time, the team added a Foursquare brand page and launched a check-in special program at the various bookstores and dining establishments on each campus. Additionally a new Instagram profile was included in the mix.

The Exakt Marketing team, continues to enjoy a close working relationship with HCC, managing all aspects of the social program (including the social assets of several HCC departments and student organizations), and ensuring their continued integration with HCC’s overall marketing and customer service activities.

APA Florida 2012 Conference Brochure image
Event + Conference Planning

Engagement: Develop conference branding elements around approved theme;  provide graphic design for both printed and online materials including brochures, quarterly newsletters and monthly e-newsletters

Services: Brand conceptualization and development, graphic design, print design, newsletter design, email marketing template design

Description: In 2009, APA Florida engaged Exakt Marketing (formerly Good Dog/Bad Dog Creative Design), in part because of Summer Taylor’s experience as it related to providing design services in an engineering setting.  That first engagement, which included brand development and brochure design for their annual conference, quickly expanded into additional projects which involved their quarterly printed newsletter as well as email marketing template design for their monthly e-newsletters.  Having provided similar services for subsequent annual conferences, our team continues to enjoy a close working relationship with APA Florida for ongoing design assignments.

AussieFIT Website image
Health + Fitness

Results: In 2013, Exakt Marketing’s efforts resulted in over $2 million in online leads generated that AussieFIT’s sales team turned into over $250,000 in new member revenue. We also ensured brand consistency and messaging was maintained throughout all club campaigns, correspondence and member touch points.

AF-Infographic

Engagement: After developing the look and feel of the visual brand to be used through all online and offline collateral, our team redesigned and now manages AussieFIT’s website, including various calls-to-action and lead capture forms (guest pass, sweepstakes and trial membership) that connect directly to the club’s lead management system. Once the infrastructure was built, our attention shifted to generating leads and member retention leveraging all online properties including the website, email blasts and social networks.

Services: Lead Generation, Sales Consulting, Brand Development, Website Design & Development, Social Media Strategy Development, Social Media Strategy Implementation, Custom Platform Development, Sweepstakes Design and Administration, Online Reputation Management, Community Management, Email Marketing

Description: When Geoffrey Dyer, founder of Lifestyle Family Fitness (now LA Fitness), acquired two former Lifestyle clubs in Columbus, OH, he engaged Exakt Marketing to help develop their branding and to lead the development and management of their online presence including their website, social assets and local search and review sites.

After a series of visioning sessions, the team set off to design the new website and social assets, paying particular attention to incorporate clear calls to action focused on lead generation and membership sales. The custom website, built using a leading content management system, includes an integrated calendar, locations map, online purchase functionality, links to the clubs CRM system to print guest passes, an online sweepstakes, social asset integration and a blog.

Shortly after launch, the number of online generated leads increased by over 200%, providing a steady stream of potential new members for the club’s sales team to cultivate.

The problem: Ed Droste, Founder of Original Hooters needed a team experienced in online reputation management to support his internal marketing team and address 1,200+ online reviews spanning several sites.  And knowing that consumer reviews would be an ongoing thing, he needed to have an online reputation management program developed to monitor and respond to reviews on an ongoing basis.

The solution: Exakt Marketing was engaged to put together the ORM team and address the existing 1,200+ consumer reviews posted about the 23 locations (Florida, Illinois & New York) in the Original Hooters chain, and subsequently developed an online reputation management program to monitor and respond to reviews going forward.

Why this is a big deal: Back in 1983, when Hooters was founded, a food critic could pretty much be defined as a person who analyzed the taste and quality of a restaurant’s food as well as the dining experience, and then published their findings.  And publishing options at that time were somewhat limited to newspapers, magazines and short segments on television.

Fast forward to 2012 when we were engaged to provide a solution, and a food critic can be defined as anyone carrying a smartphone.  And at last check, that should be right around 206,050,000 (two-thirds of the nation).  The United States is one smartphone carrying nation.

A simple search in the iPhone store “local food” produces 438 app results.  There is not one restaurant open for business today that can afford to not have an online reputation management strategy implemented.  Not doing so is simply bad for business no matter how iconic the brand.

How we solved the problem:

  • We conducted an audit of their current online reputation on the leading local search and review sites.
  • We claimed/optimized their profiles on sites like Google+ Local, Yelp, TripAdvisor and Urbanspoon
  • We developed and implemented an ongoing reputation management program to solicit, monitor and respond to both positive and negative reviews.

Having successfully implemented the ongoing reputation management program, Exakt Marketing was also engaged to port the originalhooters.com website to a new content management system while enhancing functionality surrounding the locations portion of the website.  As part of this process, a new mobile website was also designed and developed for the chain.  In addition to maintaining the online reputation management program, the Exakt Marketing team currently maintains and manages Original Hooter’s integrated messaging program that includes both email and SMS text message campaigns.

Our team also provides contest and sweepstakes administration as needed.

If you’ve reached this case study and are a restaurant operator facing a similar challenge, the technical names of the services that were used to solve the problem are:

  • Local Search Presence Optimization
  • Online Reputation Management
  • Website Development
  • Mobile Website Development
  • Integrated Messaging Management (Email Marketing and SMS Messaging)
  • Sweepstakes Administration

Out of the Basket Gifts creates one of a kind corporate and speciality gift baskets. In their words, “Our number one goal is to provide our clients with custom, personally made gift bundles that are filled with useable items from top to bottom and that are made of high quality products.” However, even though “basket” is in the name, they don’t use traditional baskets in their orders, “we incorporate a useful base that centers on the theme of the gift. By using innovative bases for our bundles it makes the gift giving experience fun and reusable.” (- www.outofthebasketgifts.com) So when Rachel and Debbie, the owners of Out of the Basket Gifts, came to Exakt Marketing to develop the brand of their new company, we had to think “out of the basket”.

When considering Out of the Basket Gifts’ brand development, our goal was to incorporate the fun, playful feel of the gift baskets, while also keeping a corporate appeal, because the target audience includes corporate industries as well as family and friends. We also wanted to show a visual of the “out of the box” personality of the company. These details were to be displayed through the combination of a graphic icon and clean typography.

Out of the Basket Gifts branding by Exakt MarketingThe resulting icon (shown to the left) uses a base shape of a square with two opposing rounded corners, creating a modern “O” shape. A square was used as the negative space  to show something unexpected. Shading was introduced to create a 3-dimensional illusion, the hard diagonal lines play tricks on the eye, pushing the corners “in” and “out” as your eye traces the shape. The base shape is repeated again, smaller and “outside” of the larger shape, the literal display of “out of the basket”.

Out of the Basket GiftsThe typography was kept clean. A san-serif font, was used for the company name and tagline, while the ampersand (&) in the middle brings back in the playful feel of the gift baskets.

The branding was expanded as we explored the marketing materials Out of the Basket was interested in on the web and in the realm of print. It was important to keep the branding consistent, yet new and fresh, across the different collateral. Along with using the same colors and fonts, the base shape was used to create a decorative patterning on the business cards, facebook page and website (shown at top of post). Brand consistency puts a “face” to the company and allows all their materials to be recognized as part of an overall system, a key component to a successful brand.

If your company is interested in branding or rebranding or any of the items mentioned in this blog article such as logo design, business card design, website development or wordpress customization and social design such as Facebook and Twitter, please contact Exakt Marketing today!

Happy New Year! My last blog, Evolve or Become Extinct was inwardly focused, providing some insight as to why Visual Alliance Media, Moonstruck Marketing Group and Good Dog/Bad Dog Creative Design decided to merge to form Tampa marketing agency, Exakt Marketing.

In this, my first blog of 2013, I’d like to instead focus on one of our clients, AussieFIT, a newAussieFIT Website Screenshot chain of fitness clubs in Columbus, Ohio launched in 2012 by Geoffrey Dyer, founder of the Lifestyle Family Fitness chain of clubs that Dyer built from 1 club to 56. (Dyer later sold the chain, which continued to operate as Lifestyle Family Fitness, prior to its recent purchase by LA Fitness).

Soon after Dyer started AussieFIT by acquiring two former Lifestyle clubs in Columbus, OH, he engaged Exakt Marketing to provide various fitness club marketing services including the development and management of their online presence.

After a series of visioning sessions, the team set off to design the new website and social assets, paying particular attention to incorporate clear calls to action focused on lead generation and membership sales within the confines of the target visual brand. The custom website, built using a leading content management system, includes an integrated calendar, locations map, an online store / e-commerce platform, links to the club’s CRM system to print guest passes, an online sweepstakes, social asset integration and a blog.

Shortly after launch, the number of online generated leads increased by over 200%, providing a steady stream of potential new members for the club’s sales team to cultivate. More importantly, the conversion rate of those leads is an impressive 14%, an indication of lead quality, among other things.

Services Provided:

  • Branding
  • Graphic Design
  • Website Design
  • Website Development
  • Website Management
  • Social Media Strategy Development
  • Social Media Management
  • Social Advertising
  • Sweepstakes Design and Administration
  • Online Reputation Management
  • Email Marketing
  • Search Engine Marketing
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