case study

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  • Website
  • SEO
  • PPC

Carolina Custom Wheels

enCOMPASS Advertising Agency

The Challenge:

enCOMPASS was approached in early 2015 to develop a complete marketing strategy for a brand-new company, Carolina Custom Wheels. Their goal was simple: turn their Jeep and truck customization shop into a profitable business while buiding a strong brand to put them on the map.

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.

 
We visited the showroom and workshop and talked to the experts to figure out what made the Carolina Custom process so incredible.

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.

 
Their original logo wasn't custom enough, so we made them an emblem by mixing a little bit of grit with a little bit of class.

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.

We got some first-hand experience driving their custom Jeep vehicles while getting some beautiful footage for the homepage video.

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.

Since its launch in September 2015, Carolina Custom Wheels has won 3 gold and 2 silver Communicator Awards, 1 silver Davey Award, and 2 silver W3 Awards.

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.

Check out those organic search results! This chart shows search traffic from October 2015 to April 2017.

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-Thru 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 Road Ahead

enCOMPASS continues to work closely with Carolina Custom to maintain their online presence through Citation Services, as well as SEM/Paid Search ads. We also use e-mail marketing to help promote events to their subscriber list of over 500 users, and implement some of the newest digital advertising platforms like Snapchat Filters and other social media tactics.

Want to rev up your online marketing? See how enCOMPASS Advertisign Agency can bring your brand to life by calling us today at 704-896-9978.