The Challenges:
In early 2015, enCOMPASS was approached by a brand-new company, Carolina Custom, and tasked with the development of a complete marketing strategy. The goal was simple: turn their Jeep and truck customization shop into a profitable business while building a strong brand to put them on the map.
Then, in 2021, we were challenged yet again: amidst the COVID pandemic, utilize intelligent marketing to highlight the launch of their brand-new facility while increasing website traffic and conversions.
A Brand-New Company / A Newly-Branded Company
Capturing the Spirit
Like all of our projects, we started with research. Our design team scouted out what others in the industry and area were doing, and planned a trip to go talk to the employees to learn what sets Carolina Custom apart.
As it turns out, our client had a lot to offer that most other places didn't, and you wouldn't know that by walking into their showroom. We wanted to make it obvious to people looking at their future websites and marketing media that they can do it all, from lift kits to teflon coatings to printed grills. From there, we built a robust keyword-centric navigation and information architecture that served as the blueprint for their new site.
Retooling & Rebranding
Working closely with the client over the next several months our team designed new branding that could help tell Carolina Custom's story at a glance. We worked hard to give them some ruggedness while also conveying credibility— each technician is a professional and their branding needed to speak to the value inherit in that.
The fully responsive website was designed to showcase custom vehicles that have come out of the shop, as well as the plethora of services offered. We designed each page to be impressive and informative while guiding visitors to take the first step in contacting our client.
To really show off their work and captivate new site visitors, we planned a video shoot with the intent to feature their vehicles in action prominantly on the homepage. We worked with a local video team to film us driving over the countryside in jeeps and we provided the direction for how to put the cuts together.
The website also engages users with a Vehicle Customization Tool, allowing them to fully customize vehicles of their choice with endless color options, custom wheels and exterior accessories.
Adding Solid Marketing, Building Momentum
Taking the Website for a Spin: Offroad Performance
A great website is just the first piece to the puzzle. Using our expertise in SEO we optimized their website to make sure that users could find them, both on a local & national level, when looking for Jeep or truck customization. Organic traffic has continued to grow each month since launch, with over of 4,500 unique visitors hitting the site each month from various organic traffic sources.
The initial launch of Carolina Custom Wheel’s new website included a paid search campaign, a Pandora radio campaign and a t-shirt giveaway to users who signed up for the e-mail list. Within the first month the website had generated over 1,700 unique visits and 82 conversions, ranging from Contact form submissions, phone calls, and e-newsletter sign ups.
Driving New Traffic
The modest Paid Search campaign for Carolina Custom continues to drive qualified leads to their website. Users looking for custom Jeep Vehicles, lift kits, truck bed liners and more are served Carolina Custom ads when they are searching near the shop.
PPC Metrics for the first 20 months:
- Almost 1,000,000 impressions
- Over 14,000 visits
- Average click-through rate of 2.56%
- Average Form Conversion Rate of 3.58%
- Average monthly phone calls: 48
Overall, the site now averages:
- Over 4k visits per month
- Over 130 conversions per month
- Over a 3.21% conversion rate
The Story Continues: 2022 Update
This case study was originally written in 2017; in the time since, we've continued our successful partnership, utilizing search engine marketing (SEM), email marketing, online video, and digital audio tactics. In 2021, Carolina Custom launched a brand-new, 100,000 square foot, state-of-the-art facility. With the help of our strategic marketing and a focus on their new facility's capabilities, Carolina Custom has soared to new heights.
Growing Carolina Custom to a $4 Million+ Company
Featuring a full array of specialized vehicle modification capabilities under one roof, Carolina Custom has invented new ways to service the customer. And to highlight their new customization possibilities, enCOMPASS invented new ways to tackle marketing — even during the COVID pandemic.
As a result of our marketing efforts, Carolina Custom's website now averages ten thousand new users and hundreds of lead conversions each month! enCOMPASS Agency is proud to be a part of turning an idea into reality and growing Carolina Custom to a $4 million+ company!
The success from this venture has also allowed Carolina Custom to secure work on fleet accessories, which has grown their other business ventures signifcantly.
Jack Salzman
Jack SalzmanFOUNDER
A High-Value Deal: 2023 Update
Carolina Custom's achievements have captured the attention of other businesses, who want to understand their steps to success. As a result, owners Jack Salzman and Robin Smith sold Carolina Custom—and their related dealerships—to Parks Automotive Group in January 2023. The sale is believed to set a record for the highest-value deal of its kind.
The Road Ahead
enCOMPASS is incredibly grateful to be a part of Carolina Custom's success. We continue to work closely with Carolina Custom and their new team to implement state-of-the-art digital media campaigns including citation services, digital audio, online video, email, SEM/paid search ads, display, social media, and more.
Want to rev up your online marketing? See how enCOMPASS Advertising Agency can bring your brand to life by reaching out to us today.