Case Studies

Loretto Telecom

The Challenge: The 125-year-old telecom provider needed to expand awareness of their company, educate the community about fiber internet capabilities and let people know when those services were coming to their local areas. While the company had aggressively moved into cutting edge digital services, their existing marketing plan still depended completely on local radio, newspaper, billboards and direct mail – all shotgun, one size fits all methods that provided no ROI and had diminished results over the preceding 4 to 6 years.

Our Concept: We worked with Loretto Telecom to reallocate their marketing budget, steering away from high dollar/low ROI tactics and integrating trackable individualized solutions, while utilizing traditional marketing tactics where appropriate. We incorporated a variety of targeted digital tactics that allowed Loretto Telecom to deliver tracked messaging down to the specific home address in some cases. These included contextual search, geofencing, website retargeting, and social media utilizing a variety of imagery and talking points to attract the different audiences.

We monitored and freshened the content regularly, while maintaining consistency, to continue to increase awareness. To reinforce lead conversion, we also developed website landing pages that are specific for the areas under construction, newly launched product or areas that need more interest from the neighborhood to implement construction. We also freshened traditional media, including targeted direct mail, outdoor advertising, and very selective local media (radio and newspaper) that was consistent with the overall brand message and positioned to build and support the telecom’s message and brand.

• Reallocated budget to implement new strategy lower than original budget
• Audience research to define and identify audience types by location, household, age, and more
• Complete website content revamp to increase site visitor friendliness and improve SEO
• Full integration of all digital/social media channels
• A variety of popular video and static ads promoting the LorettoTel brand and message
• A balance of digital and traditional marketing tactics to best engage target audiences
• Brand design to celebrate 125th anniversary of the company and supporting collateral

The Result: Over a 9-month period Aha! Creative has increased Loretto Telecom’s exposure exponentially while decreasing their overall marketing spend. For the first time the client also has access to data, results, and ROI through a real time dashboard system, regular summaries and scheduled meetings.

• 28% increase in web visitors within 30 days
• 40% increase in campaign generated tracked calls per month
• 100,000 ad impressions per month
• 900,000 total campaign generated impressions to date
• 1,000 average clickthroughs and engagements generated by digital ads per month
• 10.91% Google ad conversion rate is 500% better than industry average (2.92%)
• 7.93% clickthrough rate is 250% better than industry average (3.05%)

Lawrence County Government

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The Challenge: Lawrence County Government wanted to improve the user experience by reducing the amount of unnecessary content and making the site more user friendly. They wanted to highlight the services and information that required users to call, which in turn would reduce the time personnel spent on the phone. But, the emphasis on the user experience had to be balanced with regulatory requirements for information.

Our Concept: Easy navigation was key, as was updated content based on user searches, staff recommendations and legal regulations. Our simplified interface created a framework to build a site that is clean, attractive and information rich.

The Result: With more than half the previous content deemed to be clutter, the site has a much-improved user experience. The site is dynamic, simple, but informative and makes a clear statement that Lawrence County is focused on its people.

Matagorda County

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The Challenge: Matagorda County EDC wanted an “umbrella” website that encompassed the Cities and Ports within the county and a consistent look and feel between the 5 sites. The emphasis on the excellent opportunities had to be balanced with the rich history and amazing culture of the area while remaining clean and easy navigation and a solid user experience. All while providing consistency with the other City and Port sites in development.

Our Concept: By leading with images and highlighting key statistics, we wanted to create a well-rounded, fully functional website with touches of movement and easy navigation. Our simplified interface created a framework to build a clean, modern site with bold colors that’s easy to navigate but makes a statement.

The Result: The natural beauty of Matagorda County blends nicely with the economic development information that decision-makers need to see. The site is dynamic, simple, but makes a clear statement that the future of the area is ripe with opportunity. By showcasing the existing industry and available sites and buildings, we’ve made the experience of visiting the Matagorda EDC website enjoyable and informative.

Tennessee Association of Community Action

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The Problem: The Tennessee Association of Community Action (TACA) has over 21 agencies in the State, all with different areas of need within different communities.

Each agency needed its own marketing effort but to do so within a cohesive messaging strategy and recognizable identity within TACA.

The Challenges: Communication to the “at need” audience in each community was not consistent. The audiences all had their own idea of what their Communication Action Agency provided and lack understanding of all the other services available. Each agency had their own social media efforts but without data or structure schedule to reach their audience segments.

Some agencies had a website and/or social media presence while others did not, and there was no consistency in messaging overall. Nor was there an understanding within the agencies of how to message on different channels and maintain/improve their visibility.

The Solution: We took the time to meet with each agency individually to understand their specific needs and developed a Strategic Plan for the entire state. This plan included:

• Video: We created over 70 distinct videos, customized by gender, voice and ethnicity, that reflected the individual agency on a personal level that were used on the websites as well as social media.
• Social Media: We developed a Facebook campaign for each agency that utilized targeting, geofencing, website redirects and highlighted programs specific to that agency. We also utilized the imagery and videos specific to the agency.
• Websites: Developed 3 “templates” for each agency to choose from and built a library of imagery as well as a library of verbiage that created consistency between agencies but allowed for individuality.
• Mapping: We created a comprehensive interactive map that could be utilized by every agency on their respective websites, to help the audience find their agency and see all the services available.

Results:

• Over a 6-month period, the results included 24,641,922 impressions, 2,912,724 people reached, and 1,067,520 Engagements, Comments and Actions.
• The impact was evident, garnering 7,034 link clicks and 189,553 daily views.
• The agencies now have resources to utilize within a library of images, videos and content. Our intent was to help TACA help themselves and increase their visibility. Consider it done.

“As Executive Director for the Association, I was able to observe the Aha! Creative team successfully reach out and work with our twenty-one partner agencies, and their varied personalities and individual needs. As is the case with the other portions of our statewide marketing project, Aha! took the time to understand our needs and goals. They offered expertise, consultation, and design skills in their effort to improve our web presence and service to the public we serve. The entire Aha! team makes you feel like you’re their only client; like you’re that special. Even if you’ve never talked to an individual staff member, they respond as if they’ve been waiting on your call. Aha! makes it their business to try to help you, no matter the question. No question is too small or beneath anyone. It is a pleasure working with everyone there. Aha! cares about your campaign and the success of your organization. We look forward to a continued partnership with Aha!”

~ Kreda Yokley, Executive Director, Tennessee Association of Community Action