Full Media

BACKGROUND

Introduce your business and what you do there.

Kenco is a 3PL – our services focus on transportation, warehousing, and material handling services. We are a 67-year-old company based out of Chattanooga, Tennessee. We're family owned and privately held. My position here is the content marketing manager, so everything that is outbound content, website, blogs, social media, advertising, PR, and so on goes through the marketing department and touches my desk.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Full Media?

Full Media has worked with us in several different capacities, largely in the digital marketing and SEO realm.

SOLUTION

What was the scope of their involvement?

They have helped us build our website and then maintain updates to the website and new pages. They also help us with our SEO and PPC efforts and all of our content on our website. They’ve also helped us strategically find some placement with some blogging based on keywords that I've asked them to help me with.

We had a website before we started working with them, but it was archaic. So they have certainly brought us up to the level that where we're at. For our first design with Full Media, it was very heavy-handed by us. We had a goal in mind and what we thought we wanted, as far as the design of the website goes.

For the second design they did for us, we provided some examples of what we liked and helped edit some pages as we went along, but they really ran with it. We ended up loving it and what we have today is largely in part due to Full Media’s work. I’m not sure what kinds of technologies they use, but I have faith that they keep us up-to-speed and in the good graces of Google.

What is the team dynamic?

They’ve done a really great job when they've needed to transition. The size of the team that we initially started working was two people. And then once the junior associate felt comfortable, the senior associate moved to work on another project, so the junior became our main contact. At all times, we had two people and they divided the duties in different ways. Sometimes, they split the duties according to account management and account tasks or PPC and SEO. They both worked really well.

How did you come to work with Full Media?

I can’t give much information about this, because it happened before I came on board with Kenco. I’ve been here for four years and we have been working with Full Media for at least five years.

What is the status of this engagement?

We started working with them around November 2012 and it’s still an ongoing engagement.

How much have you invested with them?

I don’t work with the budgeting for this, but it has been around $30,000 or so a year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

One of our goals was to increase our organic efforts. In 2015, our organic web traffic increased 16% YOY for our website and it increased 18% in 2016. So far, in 2017, our organic growth has been around 23%. Every year working with Full Media, we have increased our YOY organic growth beyond what our goals have been.

How did Full Media perform from a project management standpoint?

They exceeded our expectations. Any projects that may have been lagging or didn't meet deadlines were due to Kenco’s efforts. We've created a Slack conversation with Full Media, according to their suggestions. If our website crashed or if anything dramatic happened, we would be able to respond to them and they would respond back within less than a minute. They've been extremely responsive and extremely helpful in finding ways to interact with them.

What did you find most impressive about them?

We’ve definitely been targeted by other companies, but one of these reasons we stick with Full Media is because they’re local. They have an office here in Chattanooga and they also have an office in Atlanta, where we sometimes have business.

Secondly, when we started with them, they found someone within their company who knows our industry. She had a background in transportation, so onboarding them was much easier than it has been with other providers. Sometimes, it can be really confusing when it comes to content and it’s frustrating trying to explain the details of our business.

In addition to knowing our business really well, they're a really wonderful, open company to work with. For any suggestion that we may have, they are really open to anything. If we offer something that doesn't necessarily fall in line with where we should be projecting, they have a really nice way of pivoting us back there.

Are there any areas they could improve?

I'm extremely happy with everything that they've been working on. At this time, I don't think that there's anything to improve upon, necessarily.

BACKGROUND

Introduce your business and what you do there.

We’re a private, extended-hours urgent care company with 15 locations in the Atlanta area. We drive more traffic through mobile, as well as through paid and organic search. Our digital presence is extremely important for us.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Full Media?

We wanted a digital marketing strategy and SEO to build our online presence.

SOLUTION

What was the scope of their involvement?

Full Media worked with content optimization, conversion rate optimization, Google AdWords management, SEO, paid search, ad copywriting, strategy development and reporting. We already had our technology platforms in place, but the pages weren’t optimized. They also provide best practices based on other urgent cares or other businesses that they’ve worked with.

What is the team dynamic?

Whitley [Internet Marketing Analyst, Full Media] was the main person that we worked with. As we started to grow our business and were looking to expand even more this year, she brought on another person, Brad [Internet Marketing Analyst, Full Media] to help manage our account. Those two managed everything.

How did you come to work with Full Media?

A business partner recommended them. We interviewed them and thought that it would be a fit.

What is the status of this engagement?

We started working together in March 2016 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We have doubled our presence in organic. We’ve dropped our cost for click-through rate by $3. They optimized each page so that we could be more relevant and higher on the organic search page in the 1–3 categories that show up.

We want to understand if something is not working or there has been a decrease in buying intent or sessions, so they dig through and explain the 'why' so that we can watch out and make sure that doesn’t happen again. If something does happen, we know what to look at and we make sure we change it so it doesn’t impact our business. Full Media is very intuitive and they go the extra mile in identifying the 'why,' which is extremely important for us.

Full Media has definitely hit the nail on the head in meeting our expectations and delivering the type of presence that we want in growing our business. Their general approach and ideas were fresh. They’re very nimble in our requests to make changes to certain things. They’ve delivered 100% of the time. We’re very grateful. They do a wonderful job.

How did Full Media perform from a project management standpoint?

They were very good. They were very responsive and great communicators. We do a monthly call. We do reporting every Monday, which allows us to see our week-over-week performance, which is highly correlated with our trend and patient volume. Through these reports, we can see the effects of changes going on, for example, if a competitor has come into the market and they’re bidding our brand terms and taking over those search queries.

What did you find most impressive about them?

In previous companies that we’ve worked with, we had to collaborate with 5–7 specialists in each aspect of the digital strategy to get an understanding. Full Media is a team that connects the dots and you only have to work with one or two people. That’s extremely important to us because the turnaround time is a lot quicker. They are very knowledgeable and don’t need a big, heavy team to do the job.

Are there any areas they could improve?

Not at this point. Anytime we see an opportunity to change something, they’re real partners in making changes. They want our business to succeed as much as we do. It’s a 100% team effort.

BACKGROUND

Introduce your business and what you do there.

I am the general counsel and chief compliance officer for Convergent, a company that outsources call center operations for other companies. Our services include customer service, consumer acquisition, and late-stage debt collection.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Full Media?

Our company was founded almost 50 years ago. We had a weak online presence that was mostly negative. We work in debt collection, which is not an attractive field, and we wanted to address some of the comments we received from consumers. Convergent was sued by consumers in the past, and we wanted to reduce our litigation footprint. We needed an effective program to do that.

SOLUTION

What was the scope of their involvement?

Full Media worked on digital marketing, SEO, conversion optimization, and AdWords management to better explain what Convergent is. They grasped our situation and added a lot of value to the site, including ways to make a payment or request additional documentation. They also created content about the debt collection process, including an explanation of consumer rights and other helpful content.

Full Media also educated us about how sophisticated law firms use pay-per-click to target plaintiffs. Subsequently, we created our own program to combat these practices. Organic growth is a key metric for us, which we wanted to compliment with PPC growth.

What is the team dynamic?

We have a two-person team at Full Media: one person focuses on the PPC side and the other on SEO, with some overlap between them. A regular team member at Full Media goes on maternity leave soon, but we have somebody else to fill that gap and learn who we are.

How did you come to work with Full Media?

Our web development company’s designer worked with them previously and recommended them. After a little research on them, we brought them on board.

How much have you invested with them?

We’ve spent about $40,000 a year.

What is the status of this engagement?

Our engagement started around January 2014 and is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Some of the improvements are off the charts. We’ve gone from less than 1,000 monthly site visitors to 20,000 unique visitors—and that doesn’t include existing account holders. These are 20,000 folks engaging with us, seeking information, or making requests. It’s a tremendous change for us.

We also field less litigation, especially compared to the industry average and our historical experience. We met our goals in the middle of 2016, and the numbers continue to improve in our favor.

How did Full Media perform from a project management standpoint?

They are very good. We wanted to move quickly at the beginning, with significant timeframes. Full Media hit every deadline, and we built on that foundation.

We have monthly meetings with them to fine-tune our web presence through A/B testing and other types of analysis. They communicate their schedule for the coming month, and they always touch base to answer any questions or requests. By the time the next monthly call rolls around, all of the tasks are done.

What did you find most impressive about them?

They grasped the uniqueness of our business and, as a result, our technology challenges. We used SEO and PPC in a different way: to drive consumers to our site and away from sites urging them to sue us. They figured out how to add value through encouraging action (e.g., making a payment, asking for documentation) on our site, and that’s a great asset to have.

Are there any areas they could improve?

If they could provide more concrete cost-benefit assessments—for example, spending $50,000 a month on Bing and AdWords saves $60,000 per month in lawsuit-related costs—that’d be great.

BACKGROUND

Introduce your business and what you do there.

We’re an electrical contractor. We do electrical wiring for new houses, residential, commercial, and industrial. I’m an office manager.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Full Media?

Our business services were by word of mouth. We wanted to expand that with advertising and get our name out there.

SOLUTION

What was the scope of their involvement?

They had originally built our new website. So they already had access to our website. They changed and added wording. They worked with us to make it easier for anyone to access if they were doing some kind of word search. We also did some paid pics for Google. They set up all of our social media type of things. They created content for us, designed the website, and did digital marketing advertising efforts.

We were a novice crew as far as advertising went. We did very little before. So we put ourselves in their hands and told them where we want to go. We didn’t want it to explode where we can’t provide the service, but we do want to get our name out there. They were very attentive in listening to us, offering suggestions, and letting us go slow so that we didn’t feel like we were overwhelmed with business coming in and not being able to handle it. They were very active in making sure that every step of the way we knew what they were doing and what expectations we should see.

How did you come to work with Full Media?

We were a word of mouth company and were aiming at not being a one-time customer, but be the customer’s longtime electrician. The idea wasn’t just to get our name out there, but to build a relationship with the customers. They were very active in making sure that that was the goal that we were reaching. We were bringing in lifetime customers versus just that one time need for an electrician.

Our website before wasn’t very interactive. They spent six or eight months with us just getting our website right. We were very pleased with that. When it came to the next step with marketing, it was an easy transition to have them help us with that. We had looked at other website and there was a lot of flash. We wanted something that was simple and down-home. Our owner calls himself a simple country boy. So he wanted something that stood out that matched the style of our company and not something super flashy.

What is the team dynamic?

Sydney [Internet Marketing Analyst, Full Media] has been from the very start. She came in with the first interview with one of the managers. She’s been with us ever since. She’s been our primary contact and has been fabulous. I couldn’t have asked for a better contact. She sends emails with each update that she’s changed and each suggestion that she has. We’re the ones that don’t want to meet as often.

She’s the one that says she can come in every month if we want or if we have any questions. She’s always been available. If I get something new that I don’t know, I just send it over to her and she takes care of it.

How did you come to work with Full Media?

They were recommended by someone. We had done a bit of research with our outside vendor. There’s a vendor that we have that takes care of our IT. They had someone. So we interviewed them. We also spoke to someone at Full Media and then there was one other that we looked at. We felt that Full Media had the information that we wanted that could walk us through since we were very inexperienced about the whole thing.

How much have you invested with them?

Between $50,000-$60,000.

What is the status of this engagement?

We started working together in 2015 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We have definitely seen the increase in new customer traffic. Sydney [Internet Marketing Analyst, Full Media] gives us a monthly report. If I remember correctly, with the exception of one month, the numbers have always increased. I don’t know an exact percentage. We’ve definitely seen an increase in customer contact and inquiries. We don’t always get their business, but at least we know they’re looking at our site because we’re getting those phone calls and hits on our website.

How did Full Media perform from a project management standpoint?

It’s been an exceptional experience. They’re always available to us. If we ever had a question, I can always get them on the phone. They’re following up with us continuously. We get a report and if I have any questions, Sydney [Internet Marketing Analyst, Full Media] is available at all times.

What did you find most impressive about them?

What we noticed most of all since interviewing with a couple of other potential clients, they actually listen to us and where we wanted to go and were very responsive to that. If it wasn’t in the direction that they thought would be beneficial, they would suggest another way. They’d give us options and ultimately let us decide for ourselves, but still leading us in the right direction.

Are there any areas they could improve?

Nothing comes to mind.