Case Studies
Professional Outdoor Media Association (POMA)
The Professional Outdoor Media Association, Inc. is a group of individual communicators and Corporate Partners who believe in, defend, support, and promote the heritage of hunting, fishing, shooting, and traditional outdoor sports through writing, photography, and other means. By doing so, members hope to educate the general public about these sports and encourage more participation in them. The organization serves the membership by helping members grow professionally, improve their skills, better their working environments and enhance their business.
Challenge
In order to meet the specific needs of traditional outdoor communicators, POMA was in need of a website redesign with a user-friendly layout for both members and the general public. They wanted a modern design that could be updated on a daily basis to keep members informed. POMA also wanted an innovative way to deliver detailed information about outdoor sports like hunting, fishing, and trapping.
Game plan
We strategized ways to make POMA’s website more informative and effective, and considered various integration tools to reach as many individuals as possible. POMA wanted a website host that was easy to update and maintain, with various capabilities for members to connect with one another and find out more about traditional outdoor sports. Most importantly, we wanted the website’s back-end to be simple and manageable for POMA’s administrators.
We also created separate sitemaps with separate content for POMA members and the general public, and implemented various tools that enable users to connect. We created a platform for members to offer business discounts, post for jobs and internships, and various other opportunities. We integrated social media and Wild Apricot, a Customer Relationship Management (CRM) software used by organizations to help manage membership, website, events, and other activities. Daily & Weekly automatic e-newsletters were also implemented using website posts as content.
Solution
We created a website for POMA that has modern aesthetic, convenient maintenance options, and a great deal of valuable content. We gave users the option to subscribe and keep up with POMA news, events, and issues in a structured, sensible layout. We provided specialized content and features for POMA members integrated various options for social sharing and searching. E-newsletters are distributed automatically daily and weekly with content from the website. Emails are distributed automatically without POMA initiating each update. Professionaloutdoormedia.org is user-friendly for members, public visitors, and site administrators.
Boone County Millwork
As a family-owned and operated company, Boone County Millwork has been serving Mid-Missouri since 1965. With a showroom in both Columbia and Lake of the Ozarks, they seek to provide quality residential and commercial building products to contractors and architects across the state. Boone County Millwork strives to deliver top-notch customer service and continuous innovation to ensure that their customers are 100 percent satisfied and keep coming back for all their construction needs.
Challenge
For Boone County Millwork, it’s about more than just millwork, which is why they partnered with Caledon Virtual to create a full-service digital marketing strategy to communicate that promise to their current and potential customers. In addition to communicating their brand promise, they also needed a new website to bring in additional customers and expanded brand awareness in Mid-Missouri.
Game plan
We started designing a new, custom website that brought in the warm tones and woodgrains that many people would associate with their business. We designed the site to be easily navigable and completely responsive to various screen sizes and devices. With the new website complete and serving as the brand’s marketing foundation, we deployed a paid search, social media, and retargeting strategy.
Solution
By utilizing paid search, social media, and retargeting, our digital strategists could accomplish Boone County Millwork’s marketing goals. Caledon Virtual set up paid search to drive traffic based on relevant keywords. It then utilized retargeting tactics to bring interested customers who didn’t convert back to the landing page as a second touchpoint. Because both sets of ads are highly targeted, they brought in people who were already searching for similar services in their area, making them more likely to be interested in what Boone County Millwork has to offer. In addition to bringing new customers in, we deployed social media marketing to increase brand awareness and engage with current and potential customers. Their Facebook page serves as a hub for Boone County Millwork to be a part of the conversation, push out relevant industry news, share tips and tricks for renovating, and establish a recognizable brand voice. Each tactic worked separately to drive results, but together, they exceeded the client’s expectations and helped their business grow.