Apple
APPLE INC.
BIG IDEA
Selling Bulk Computer Orders, Increasing Local Awareness About Apple In Healthcare
THE CHALLENGE
Apple Computer was looking to increase their sales and influence in the healthcare industry, a market sector that has long been dominated by PC makers. We were hired to drive leads, sales and awareness through one of their national IT partners, Zones LLC.
Using content marketing, our goal was to change the perception that Macs were “too expensive” and help healthcare facility buyers realize that they actually saved $843 on average per computer in the long run, even though the upfront investment may have been larger than they were previously used to.
THE CHALLENGE
Apple Computer was looking to increase their sales and influence in the healthcare industry, a market sector that has long been dominated by PC makers. We were hired to drive leads, sales and awareness through one of their national IT partners, Zones LLC.
Using content marketing, our goal was to change the perception that Macs were “too expensive” and help healthcare facility buyers realize that they actually saved $843 on average per computer in the long run, even though the upfront investment may have been larger than they were previously used to.
THE GOALS
- Generate new sales opportunities for their regional partners
- Drive measurable awareness of Apple products
- Generate web traffic to industry-specific landing pages
OUR STRATEGY
We began the project by doing market research on healthcare IT buyers throughout the U.S. who were our target, primary prospects of the campaign.
We quickly realized that one of their biggest pain points was keeping the facility profitable while making strategic investments into technology that could increase the productivity and selling their investments to the decision makers.
By creating landing pages, banner ads, and animated videos, we communicated the key selling points of the new Mac M1 devices and laser targeted our content to our buyers across LinkedIn and specific types of websites they visited.
We utilized big data to target our prospects more effectively than what is offered to ordinary buyers on Google Ads. Using our proprietary targeting capabilities on demand side platforms (DSPs), our banner ads only reached those who were in the market for buying new devices for their healthcare facility.
CAMPAIGN ASSETS
Banner Ads
Landing Pages
Animated Videos
FROM THE CLIENT
“We generated more leads through our digital marketing program with Keychain Digital than any other marketing channel we invested in. It was extremely convenient and helpful to have one team that could produce all the elements we needed for the campaign including banner ads, landing pages, and even animated videos. The team has a fantastic ability to get inside the mind of our prospects and speak to their pain points, which made working with our company an obvious decision. We highly recommend Keychain Digital and look forward to lots of great future projects together..”
– Diana Bilyeu, Marketing Director at Zones, a National Apple Partner & Distributor
THE RESULTS
+ $1.7M in estimated lifetime client value generated
+207 total leads
+ 50 new leads from companies over $10M in annual revenue
<$20 advertising cost per lead (CPA)
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
GALILEO SUMMER CAMPS
BIG IDEA
Enrolling New Students, Increasing Brand Awareness, Driving Repeat Business
THE CHALLENGE
Galileo Camps was founded in 2002 and is one of the 3 largest summer camp operators in the country. They had a national reputation for running art, science, and outdoor recreation summer camps that are focused on promoting innovation and creativity for kids aged Pre-K through 9th grade.
Before they started working with us, their marketing strategy was being managed in a silo. They were not connecting their search and social media campaigns together, and they were not focused on retargeting. As a result, they relied on enrolling campers after seeing an online ad for the first time and their cost per acquisition was higher than it needed to be.
THE CHALLENGE
Galileo Camps was founded in 2002 and is one of the 3 largest summer camp operators in the country. They had a national reputation for running art, science, and outdoor recreation summer camps that are focused on promoting innovation and creativity for kids aged Pre-K through 9th grade.
Before they started working with us, their marketing strategy was being managed in a silo. They were not connecting their search and social media campaigns together, and they were not focused on retargeting. As a result, they relied on enrolling campers after seeing an online ad for the first time and their cost per acquisition was higher than it needed to be.
THE GOALS
- Increase year-over-year camp enrollment generated through digital marketing platforms by 10%
OUR STRATEGY
Our first step in managing their paid advertising budget was designing a marketing funnel that built the value of camp over time by retargeting prospects with different types of content. A week of camp cost about $400, so it was unlikely that prospects would pull out their wallets and enroll in camp after watching an ad only one time.
In our keyword search campaigns, we started out by analyzing the most relevant high-intent keywords that prospects were searching for when researching a summer camp for their kids. Then we wrote ads that captured the benefits of camp and encouraged families to click through to learn more about local camps in their area. From there, we targeted prospects actively researching summer camp options based a 15 mile radius near each camp site with keyword search ads and Google display banner ads based on their search history.
For our social campaigns, we designed video and blog content for each stage of the funnel. Content built for the top of the funnel was designed to create awareness about the camp by positioning it as a safe summer destination for kids to have fun while learning new things. The middle of the funnel campaigns were served to prospects who visited a landing page or the homepage but didn’t enroll in camp. Content for this audience built the value of camp through videos featuring parent testimonials, staff testimonials and even a video from the CEO about the camp’s mission and what they hope campers will take away after a week at camp. We also wrote blogs related to the camp’s mission and themes, such as “Why we should teach our kids to take more risks.”
After refining our targeting strategy and testing the best forms of content for our prospects at each stage of the funnel, we generated over $10 million dollars in measurable revenue directly related to our marketing campaigns.
FROM THE CLIENT
“Our partners at Keychain have been monumental in creating a digital marketing strategy that has not only exceeded our year-over-year camp enrollment goals, but helped our organization gain clarity around how best to combine search and social ppc campaigns so we can continue growing our brand throughout the country. They are very easy to work with and have gone beyond the scope of work to help our organization understand how to best to position our brand against our competition.”
– Summer Erickson, Chief Marketing Officer Of Galileo Camps
THE RESULTS
+ $10 Million in camp enrollment revenue generated
+ 20% increase in year-over-year enrollment
<$30 advertising cost per enrollment (CPA)
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
VIRGIN AIRLINES
BIG IDEA
Increasing Online Revenue, Building A Marketing List, Driving Repeat Business
THE CHALLENGE
Virgin Australia is one of the primary sponsors of the famous annual professional Tennis tournament called The Australian Open. They launched a digital marketing campaign to drive ticket sales for the event and partnered with hospitality partners across Melbourne, Australia to host those traveling out of the country to attend the event. Our team was selected to manage all online advertising for the event.
THE CHALLENGE
Virgin Australia is one of the primary sponsors of the famous annual professional Tennis tournament called The Australian Open. They launched a digital marketing campaign to drive ticket sales for the event and partnered with hospitality partners across Melbourne, Australia to host those traveling out of the country to attend the event. Our team was selected to manage all online advertising for the event.
THE GOALS
- Increase year over year ticket sales by 15%
- Build engaging content to increase interest and awareness for the event
- Build mailing list subscribers
OUR STRATEGY
We combined paid search and social advertising to drive interest and sales in attending the event. Upon doing our initial research, we were surprised to find a significant amount of searches taking place each month about the Australian Open and keywords related to Australia travel. We began our campaign by targeting our high-intent prospects with ads designed to inform them about the opportunity to bundle their travel with Virgin’s exclusive insider access at the tournament. Once they landed on our landing page about the event, we entered all of our prospects into the top of our marketing funnel.
Based on the journey that our prospects took while visiting the website for the first time, we retargeted those site visitors with social media videos, display banners, and YouTube videos to bring them back to the website to drive event ticket and hospitality sales.
Following a relatively simple funnel strategy that we built out for our clients, we successfully increased ticket sales by more than 40% year over year and engaged more than 750,000 prospects about the event and related hospitality packages.
FROM THE CLIENT
“All I can say is WOW! Keychain’s expertise with online marketing sales funnels was an invaluable asset to our Australian Open campaign this year and I can’t wait to work with them again next year. They exceeded our expectations and working with them felt more like collaborating with a dedicated partner than a 3rd party business vendor.”
– Sean Hayes, Head Of Marketing At Virgin Australia
THE RESULTS
+ $2.5 Million in ticket & hospitality sales generated from digital marketing campaigns
+ 40% increase in year-over-year ticket sales
<$50 advertising cost per sale (CPA)
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.