Element212

BACKGROUND

Introduce your business and what you do there.

We are an RV dealership, and I am the marketing manager.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Element212?

Initially, we wanted help with our graphic design to create ads and banners and signs for when we go to shows. Our engagement evolved since we started working with them. They do everything for us at this point.

SOLUTION

What was the scope of their involvement?

We go to RV shows yearly, so they create the signage for our shows, and that was the main focus at the beginning. This was the first time we outsourced work. Not only do they do our artwork, but they also create our campaigns throughout the year. They have taken over our SEM. We were trying to do marketing on our own or through radio stations that we advertise with, but they have taken that over for us.

What is the team composition?

We have 3 dedicated people that we work with closely on a daily basis that call us if anything comes up. They come up with new ideas, new designs, and new plans. If they come across anything new on the Internet or social media, they contact us immediately.

How did you come to work with Element212?

Because Element212 is local, one of our co-owners knew of other companies they had worked with. We chose them because they are local and they knew about our company and what we do. Previously, we were surprised that we had to explain how to promote an RV dealership, which is sad. They're in our community, so they feel the urge to promote businesses within our community, and we like that a lot.

How much have you invested with them?

We spent $100,000 a year, including advertising costs.

What is the status of this engagement?

We worked with them on other projects previously, such as signage for our shows, but we started this project in January 2016. Last year, they took the reins and did an entire year of campaigns for us, took care of our branding, campaigns, etc. It's been wonderful.

RESULTS & FEEDBACK

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

We have had huge increases in the number of leads coming through the door. Since we started focusing on the online portion with them, our sales have been up to over 100 units for the year because of our branding and sales-focused campaigns that have motivated people to come to our door. We hired 2 more salespeople because of the amount of business we've had over the last year.

Our Internet leads have doubled if not more over the last year since we've been working with SEM with Alex Byers [Digital Marketing Strategist, Element212]. Alex is wonderful. He does great work by always switching things so nothing gets too stale on the Internet. People enjoy the social media campaigns; they're personable, and people connect to them. That's what we're going for. Camping and RVing are family activities, and families are enjoying what we're putting out there. That makes us happy with Element212.

How did Element212 perform from a project management standpoint?

We've never had an issue. They're very responsive, quick with emails, and we even have their phone numbers that we text and call sometimes. They've got it covered. They always meet deadlines. Our projects are complete, and they're out there working on their own time. We've had a great response.

What did you find most impressive about them?

They're very good with communication. If they're not sure, they will communicate with us. They don't want to waste time. We have such a good relationship that they can call, text, or email us with any questions at any time so we can get projects done. That's key.

We used different agencies from the East Coast, but we didn't get the personal touch that we get from Element212. They're very involved in our business. They know how our business runs, and they're locals. We feel like we're more of an investment to them. They get involved in what we're doing and what we have going on.

Are there any areas they could improve?

They've been awesome. We love working with them. We trust them with our business and know that they have our best interests in mind.

Do you have any advice for potential customers?

They should get comfortable because you'll be working with them more than you think. If you want to promote and grow your business, it's key to find someone that you're comfortable with and that will communicate.

BACKGROUND

Introduce your business and what you do there.

Carter Express is a trucking company based in Anderson, Indiana, providing freight, shipping, and trucking options to our customers. We’ve been in business for a little over 30 years, and employ 850 truck drivers and about 70 independent contractors. I’m the director of recruiting and am responsible for sourcing most of our drivers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Element212?

We are in an era of driver shortage, and so we rely heavily on marketing campaigns to source new drivers to keep our company growing and to stay ahead of normal attrition.

SOLUTION

What was the scope of their involvement?

Initially, they provided website services to improve our functionality. We expanded that service when I joined the company to include our digital marketing for new drivers. We added videos, which help prospective drivers learn more about positions and the general culture at Carter. They helped me build landing pages for all our campaigns, which include a combination of social media and job posting systems.

They help us track the source of each new job application, as well as other analytics. We run Facebook and Google AdWords campaigns, and they do all the behind-the-scenes work for those. Some of the campaigns are fun, and they provide their expertise for each one. They help us meet our needs from a driver headcount standpoint.

They’ve just completed a new, updated website for us that went live a few weeks ago. The new site now addresses the brand unity of Carter Express and its sister company, Carter Logistics. Through that whole build, they increased brand awareness in the general public, which we hope will create a ripple effect and attract more customers and drivers to the site.

What is the team composition?

The team has changed over the course of the relationship. Initially, we had two people assigned to our account, but that’s grown. Now we have four or five people involved in various parts of our projects, based upon their areas of expertise.

How did you come to work with Element212?

They came on before I joined the company. Using them as a digital marketing partner was an easy decision. We felt confident in the work they’d already done for us, and it just made sense to expand our relationship with them. They do a solid job, and we see no reason to move away from them.

How much have you invested with them?

We pay a monthly fee for a laundry list of services. If we want to add something new or different, they’ll give us a quote for each project.

What is the status of this engagement?

Carter Express started working with them shortly before I joined the company in June 2015. We’re still working together.

RESULTS & FEEDBACK

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

We measure the success of our campaigns based on the combined long-form and short-form applications we receive. Short-form applications, which just include contact information from interested drivers, weren’t even an option before Element212 started working with us. They built that landing page, and now we average between 120 and 140 short-form applications per week.

Before we switched to digital, almost 100% of our marketing was printed newspaper ads. Long-form applications have increased from about 20 per week to about 60–65 per week, as a result of that conversion and their assistance.

We get positive comments from our internal folks at Carter Express, who all enjoy the new website’s look and flow. One of our specific goals was to make the site more mobile-friendly, which has really boosted applications. We get about five times more long-form applications each week, and four times more short-form, and every week gets better.

How did Element212 perform from a project management standpoint?

They’ve done well. They consider themselves a small marketing company, but they’re growing and taking on more clients. As they grow, we’ve noticed that their response times are a little bit slower, but nothing has gotten out of hand. We understand those sorts of growth pains are just part of doing business, and we’re comfortable with them.

What did you find most impressive about them?

Their associates all have different areas of expertise. The social media specialist we work with is very sharp, and is always looking for better ways to do things. He’ll suggest new options, and monitor them to see how well they perform. They’re always exploring new ways to meet our big-picture goals. They’re very talented, and we appreciate the partnership. I suspect we’ll continue to be partners for many years to come.

Are there any areas they could improve?

I can’t think of anything they could improve. I trust they’ll stay on the cutting edge of technology and its use. I don’t feel we could get better results elsewhere.