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.