THE CHALLENGE
As the housing crisis emerged in the Fall 2007, Woodhouse® began to experience a decline in leads via traditional and costly outbound sales efforts. With very limited online presence, they were not funneling in prospective buyers via the web. The Woodhouse® name and brand already had credibility and success in the marketplace, however they were not positioned online to drive exponential leads. With the changing economy, Woodhouse® wanted to make it easy for potential customers, both first-time home builders and seasoned development and construction businesses, to understand the value of their timber frame process and to experience their successful product. By generating this level of interest, Woodhouse® would receive self-qualified leads, allowing sales initiatives to focus on closing.
THE OBJECTIVES
- Develop a website to showcase each of Woodhouse®'s value propositions, including
the cost-efficiency of timber frame construction, the ease and time to build and
"green" options.
- Shift budgeted dollars from traditional marketing initiatives, such as print advertising and direct mail, to online advertising and focused SEO.
- Deliver an engaging online experience that provides multiple opportunities for
each user type to learn more via unique tools such as the bookstore and the
Timber Frame University.
THE SOLUTION
MicroArts developed an integrated campaign that was laser focused on Internet
marketing initiatives, leveraging relevant marketing communication tactics.
Branding
The Woodhouse® brand was reviewed with the client and the key value propositions
of the product were highlighted. Trends within the housing market along with the
early shifting economy required focused messaging on product deliverables, including
green building opportunities and fiscally sensible home construction within shortened
timeframes. Key online search terms were identified to ensure the product positioning
and identity were being leveraged on the website. Targeted geographic markets were
acknowledged and efforts were driven toward these locations.
Marketing Communication
Various initiatives that had not been leveraged in the past were integrated into the
website. The Bookstore provides users with access to relevant reading materials.
Timber Frame University allows the president of the company to educate the consumer
about the history, costs and how-to's related to timber frame construction. Multiple
Call-To-Action strategies and opportunities to learn more are strategically embedded
across the site.
Internet Marketing
Focused on driving new home buyers and B2B builder-dealers, MicroArts developed
a comprehensive Internet marketing strategy. The Woodhouse® website and landing
pages features an interactive and educational experience geared towards each visitor
type. Formulaic testing and ongoing analytical analysis of the new website resulted
in recommendation and execution of cost-effective and predictable ROI strategies
to drive new business. Primary deliverables include SEO, Link Building Strategy and
Geogrpahically Targeted Search Advertising.
- Deliverable 1: Search Engine Optimized Website
- Deliverable 2: Comprehensive Link Building Strategy
- Deliverable 3: Geographically Targeted Search Advertising
