Big Brother Big Sister Increases Revenue through Internet Marketing Strategy Driven by Market-Vantage
Increased Website Traffic and Optimized Conversion Rates Boost Donations to Major Not-For-Profit During Recession
Groton, Mass., and Holbrook, Mass. (PRWEB) June 16, 2009 -- The Big Brother Big Sister Foundation, a Massachusetts charity that helps underprivileged children by pairing them with adult role models, found itself in need of a new source of revenue as the economy slipped into recession. Although well-known in the Bay State, few people know that Big Brother Big Sister's operating budget is almost completely raised through the collection and sale of donated clothing and household goods - a highly competitive charitable niche.
Steve Beck, Big Brother Big Sister's new executive director, needed a new way to attract, educate and convert potential new donors and he knew that the Internet presented a huge opportunity. He turned to Market-Vantage, an Internet marketing firm based in Groton, Massachusetts, to design and execute an Internet marketing campaign for the Foundation.
"Big Brother Big Sister has been around for years, but had never really considered using the Web strategically, so Internet marketing was an opportunity for us to break new ground and exponentially increase our ability to reach out to the community," Beck said.
Market-Vantage designed a geographically targeted pay-per-click program based on a list of carefully selected search terms that would ensure Big Brother Big Sister was being connected with potential donors. The approach included consultation on the design of a new Web site that made it easier for potential donors to find and make a donation to Big Brother Big Sister.
"Their strategic decision to behave and compete like a business gave us the opportunity to apply the full scope of our experience and insight to driving quality traffic to the Big Brother Big Sister web site," said Hans Riemer, president, Market-Vantage. Before long, the Market-Vantage pay-per-click program was getting results. Over the past year:
| | - The number of visitors to the Big Brother Big Sister Web site increased by 26%
- The site's "bounce rate" which indicates lack of website "stickiness" decreased by 19%
- Website conversions have more than doubled
|
"Market-Vantage's marketing strategy dovetailed beautifully with the new Web site's features, like our donation pickup scheduler," Beck said. "Today, for every $3.00 we invest in the Market-Vantage program, Big Brother Big Sister makes $8.00.
"Internet marketing is not magic, and it might take some time to calibrate a program that works for a particular market or organization," Beck continued. "That's why it's important to work with someone who knows the game. I credit the success of our program to the hard work and expertise Hans and the Market-Vantage team have brought to bear for the Big Brother Big Sister Foundation."
About Market-Vantage
Market-Vantage is an Internet marketing agency. We help organizations attract more website visitors, convert more website visitors into leads or sales, utilize social media to increase brand awareness and improve search engine rankings, and leverage web analytics tools to improve ROI and website experience. What makes Market-Vantage different is that we take a holistic approach to your business development challenges, based on our many years of experience in marketing and sales. If you believe that your business could be enhanced by a better Internet marketing strategy, please contact us in confidence for an initial phone consultation at no obligation.
Contact:
Hans Riemer
hjr (at) market-vantage (dot) com
603-888-5600
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