Services we provided for
Creative |
Digital |
Brand |
|---|---|---|
The Brief
Now the UK’s leading company for outsourced BIM consultancy and CAD services, The CAD Room approached us in 2014 to advise on marketing strategy to support their extensive growth plans.
The Work
Having spent time with the CAD Room team to understand the business and wider industry, we mapped out a phased strategy that would ultimately deliver maximum ROI within a specific timeframe, utilising a multi-channel marketing approach.
Phase one; we were tasked with increasing enquires and subsequently focusing on quality organic traffic/conversions, whilst also raising brand awareness. Phase two; ramp up activity in the UK to own the search space, then target other countries with similar growth objectives.
Campaign delivered to date:
- Rebuilt their first website to improve the customer journey and enhance for SEO
- Ran a photoshoot to support website work
- Commenced a UK focused SEO campaign
- Introduced ‘CAD Jobs Board’ on the website as a targeted search campaign to support growth plans and direct recruitment, reducing recruitment costs
- Supported all search activity with targeted social media campaigns
- Utilised PPC to identify the most successful areas, driving the content strategy so that everything worked together from an organic perspective
- Targeted United Arab Emirates (UAE) related keywords via a SEO link-building campaign, creating local custom-built landing pages
As the business matured over the first three years, we needed to regroup and bring the brand identity, messaging and website in-line with their current offering. This phase included;
- New website design alongside a SEO review and brand refresh, including new logo, styling, brand guides and internal brand reinforcement through office signage and wider creative collateral
- Website migration, optimisation and new SEO strategy implementation
- Increasing social media output to reflect new services
- Production of a Capability Statement to be used in business development and in the tender process
The Effect
The first stage of the campaign was very successful at bringing new clients into the business, enabling The CAD Room to take the next steps to grow the business.
- Increased brand awareness and visibility due to targeted keywords ranking on the first page of the SERPs
- A 69% increase in visitors to site with a drop in bounce rate, meaning the traffic received was quality traffic
- 101% increase in goal conversions
We are continuing to support The CAD Room with multi-channel marketing activity and look forward to supporting and driving their growth and success over the coming years.
Zool has been a key part in supporting the growth of The CAD Room. From the outset, together we defined a clear, phased strategy, that would ramp up in-line with our expansion. One of the main benefits for me was the fact that I could utilise Zool to support all marketing activity, which enabled me to grow the brand consistently, with the confidence they really know and understand our values and long-term goals.
Grant Hood
Managing Director
