Jolly Lane Greenhouse

The Challenge

Every client can benefit from customer contact information, especially if you are a well established business with loyal customers. This was the case for Jolly Lane Greenhouse. They wanted to develop a customer database to send notices out for their annual events. The question was how to do it and drive traffic to the website.

The Solution

We developed in-store signage and bag flyers that directed customers to go to the website to register to win a prize valued at $500. Once they got to the website they registered to win by providing all the contact information we needed for a direct mail or e-mail campaign.

The Results

At the end of the campaign we had gathered nearly 400 usable mailing and e-mail addresses. Since this campaign Jolly Lane Greenhouse has continued to gather e-mail and mailing addresses through their website and have grown their database significantly.

McDonald's

The Challenge

At the end of each summer most businesses feel the pinch when their summer help heads back to school. McDonald’s is no different. The challenge that was presented to us was to develop a “help wanted” campaign that didn’t look or feel like a “help wanted” campaign but produced the result of new applicants.

The Solution

Since the traditional forms of acquiring help, i.e. help wanted ads, job services, etc., were not an option we had to come up with something different. We developed a television campaign that showed real employees in a variety of jobs (cook, manager, server) suggesting their favorite meal or telling the customer to join them for a hot premium coffee. This campaign allowed the viewer to “meet” employees who enjoyed their jobs and the products they served.

The Results

The local Rapid City McDonald’s saw a few things happen. Employee morale went way up. Customers commented on the inviting spirit of the commercials and McDonald’s got the job applicants they wanted.

Novak Sanitary Service

The Challenge

This Sioux Falls waste company had an adequate website when it came to content, visual appeal and easy navigation; however, they needed to promote user awareness and interest in their new recycling program as well as their residential and commercial garbage collection services. They wanted to educate the public about their new recycling program and attract them to their website to learn more about the recycling program and sign up for service.

The Solution

We implemented an aggressive advertising and public relations strategy using traditional media, optimized press releases and video distribution, as well as organic search to increase their finability. The traditional media which included television and radio directed people to their website for more information and to sign up for service. This helped to increase their website traffic which in turn communicated their message about the new RecycleBank recycling incentive program to the public encouraging them to sign up with Novak. Several public relations opportunities were utilized for example press events, involving the Mayor in launching the program and various press releases and media interviews that helped spread their message and create a buzz. Because our goal was to draw people to the website we also incorporated web enhancements to promote their site as an information resource for users as well as a tool to request service and ask questions.

The Results

In just three months, the amount of visitor traffic to the site via search engine referrals has doubled compared to before any search engine marketing was implemented. This generated a conversion rate of 4% above the industry standard. The company is attracting visitors that they easily transferred into new customers. According to the analytics the success of this public relations strategy is very clear and significant. For the search engine marketing we used the keywords that are most commonly being used and related to recycling which correlates to their message. They have also increased their back links which are links from other credible websites that see NovakSanitary.com as an authority when it comes to recycling and waste services. Our efforts have improved and expanded their ranking among the search engines like Google and Yahoo. They have seen great success, especially against competitors like Waste Management, a nationally branded waste company. After 6 months from the start of their campaign they have seen recycling tonnage more than double. This new recycling incentive program has encouraged people to recycle more than ever, something that is especially positive for the Sioux Falls community.

Ray Dental Group

The Challenge

This client wanted to redesign their outdated website and optimize it to compete with other area dental sites. Our goal was to increase this Rapid City family dentist’s client base and reinforce their professional and caring reputation within the community.

The Solution

We redeveloped the website to be more visually appealing and user-friendly, with easier navigation and more in-depth information. We also incorporated interactive features, including options to schedule an appointment online or ask the dentist a question.

We also wanted to highlight the caring doctors, and the wide variety of services Ray Dental Group provides. To do this, we added targeted web content and developed a video, which was featured on the website, played in the office waiting room, and repurposed on the City of Rapid City’s website, in an area welcoming new residents.

We implemented an organic search engine optimization strategy to increase Ray Dental Group’s visibility for relevant search terms and position the site as an educational resource for current and prospective patients. This process included keyword research, statistical analysis, optimized press releases, and revitalized web content to draw visitors and funnel them through the site.

The Results

With no traditional advertising, Ray Dental relies on referrals and their website to attract new patients. Since we began our SEO efforts in January of 2008, user traffic has increased by 57%. The client has also seen their “foot traffic” increase significantly, which they attribute to our SEO campaign. We are continuing to work with Ray Dental to keep their site competitive, increase their ranking for new search terms, and draw new clients.

South Dakota Community Foundation

The Challenge

The South Dakota Community Foundation is a public, non-profit organization established to attract and distribute gifts of capital to charitable agencies in the state of South Dakota. As a non-profit organization with a limited staff of five persons, its prestigious Board of Directors and liaisons throughout the state were often given the task of speaking on behalf of the Foundation to various state-wide organizations and philanthropy associations. Being volunteers and busy with other aspects of their careers and lives, it was essential to make the information readily available and presentable for them.

The Solution

Robert Sharp & Associates developed a “Speaker Kit” to be given to those that were speaking on behalf of the South Dakota Community Foundation. The custom designed packaging, very similar to a DVD package, made for easy distribution and storage. Inside the package was a customized flash drive loaded with a power point presentation. Also enclosed were speaker note cards to correspond with the presentation, and a slot for brochures to be passed out to the audience.

The Results

These kits have been an overwhelming success. The speakers appreciate them and are more willing to donate their time and talents when a professional piece is provided to enhance the image and decrease the prep time. As a result, the message of the South Dakota Community Foundation and the good work they do is being spread to more people more often…which in the end has the potential to benefit all citizens of South Dakota

Wall Chamber of Commerce

The Challenge

Wall, a small South Dakota town off Interstate 90, was made famous by a certain drugstore and one big green dinosaur. The Wall Chamber of Commerce website didn't fit the Badlands community, so the Chamber wanted a new design that would draw in tourists and future residents, with better usability. They were also looking for a new brochure to entice tourists to visit.

The Solution

We approached this project by focusing on a major selling point for a visit to Wall: the Badlands. With this in mind, we developed a comprehensive website to mirror the atmosphere of the town and the surrounding landscape. The vivid imagery and fun new features injected a much-needed boost to the site. To keep their marketing consistent, we translated the same design concept to a brochure that showcases everything Wall has to offer.

The Results

Wall Chamber of Commerce is ecstatic about their new website, which has received rave reviews. They now receive more information requests per day than they used to in a week! The brochure will be used to encourage this summer’s tourists to pay a visit, and we expect this Badlands town will see a significant boost in visitor traffic this year.

Western Dakota Tech

The Challenge

Over the years RSA has worked with Western Dakota Technical Institute to develop cohesive marketing strategies incorporating television, radio, and print materials. This time WDT needed a campaign targeting nontraditional students, with a focus on night and online courses.

The Solution

WDT offers flexible options for working adults to earn a degree and develop the skills necessary to make a life change. Our goal was to target people who were unhappy in their jobs and thinking of trying a new career. After spending some time creating a concept to grab the attention of WDT’s target audience, we produced a series of television spots putting everyday people in terrible job situations – with an appeal to enroll in courses at WDT and eventually land a dream job.

The Results

The commercials struck a chord with WDT’s desired audience, as the school recently celebrated three consecutive semesters of record enrollment. In addition, RSA received a number of awards for the commercial series, including both a Gold and Best in Show Addy from the Black Hills Advertising Federation, a Best in Show Award from Higher Education Marketing Magazine, and a Platinum MarCom Award from the Association of Marketing and Communication Professionals.