Led the development of the Company Kitchen Website as a lead generation platform and to reinforce our brand position as an employee benefit. The site helped increase qualified leads 112% increase in year one and 50% over that in the second year. The Website has less copy and more rich media to align with visitor behavior patterns. Click below to visit the Website.
Workplace Wellness Blog
We used content marketing/thought leadership to influence HR professionals with the Workplace Wellness Blog. We developed original posts, info graphics, and attributed third-party content. Content was delivered via LinkedIn, e-mail marketing, etc. We used pull and push marketing to generate qualified leads. Click below to visit the blog.
B-to-B Social Media: LinkedIn
LinkedIn proved to be a rich platform to target and resonate with HR professionals. We used strategies such as sponsored updates, content marketing, display advertising and InMail to increase engagement and draw influencers and decision makers to our website to generate qualified leads. We increased followers who are HR professionals - the key B-to-B influencer/decision maker - from 45 to 3,750+ in two years. Click below on either example to see our native and sponsored content on LinkedIn.
CK Mobile App - A Platform for Consumer Engagement
We developed and launched the CK Mobile App in 2016 to drive more consumer engagement from our clients' 500,000 employees. Promotions are tailored to their specific purchase patterns, including time of day of their purchases. Purchase behavior is also leveraged with our manufacturers who discount their products based on those patterns.
The CK Mobile App also provides customer service and account management functions, enabling the consumer to use it as their one-stop shopping tool at Company Kitchen.
TV Spot and Promotional Video Utilization
We discovered through Google Analytics that rich media such as video and info graphics caught the attention of visitors to our Website more than copy. We used a television spot that we tested to create general awareness for the brand, and a promotional video in various channels beyond on our site, such as in sales presentations and in e-mail marketing.
E-mail marketing was a strategy we used and modified to emphasize third-party e-mail marketing that targeted audiences who opted in to receive e-mails. This improved click-through rates. While engagement with original e-mails from Company Kitchen produced standard results, third-party e-mails distributed by HR media generated five times the click-through rates and engagement with our brand. Here are a couple of examples of e-mail creative.
The banner ads below are examples of marketing we did on the Google Content Network. We also used Google Ad Words, which ultimately generated the most engagement and qualified leads for us.