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Honeycomb Website Design_JBY

JOHNNY'S BACKYARD

QUARANTINE CAMPAIGN

Johnny's Backyard provides top-quality backyard playsets, sheds, barns, cabins and carports for the San Antonio and surrounding communities. 

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THE CHALLENGE

Being a smaller, family owned and run business, Johnny's Backyard did not have a massive marketing and advertising budget, but there was plenty of competition in their area. Their competition had larger budgets and allowing for more aggressive campaigns, particularly on pay-per-click. With the nationwide shutdown due to COVID-19, we knew it was the time to make a big push for at-home entertainment for kids. We originally set three strategic goals for Johnny's Backyard's campaign:

  • Increase website traffic by at least 5% month-over-month
  • Create more opportunities for lead capture
  • Create content that will nurture existing leads through their buyer's journey
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THE SOLUTION

In order to reach those goals while out working their larger competition, we developed two campaigns — the original inbound marketing campaign which included SEO, copywriting, blogging, social media, local optimization, pay-per-click advertising, and a lead nurturing workflow.

The second campaign was our Quarantine Campaign which was specifically targeted at the impact of COVID-19 and the fact that families were stuck at home needing ways to entertain their kids. This campaign utilized a robust PPC campaign as well as custom landing pages, conversion rate optimization, strategic social media campaigns, and advertising and an aggressive lead nurturing campaign. 

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THE RESULTS

The Original Campaign resulted in 434 new leads, traffic increased nearly 400%,  and over $88,000 in new deals from a total investment of $6,000. That's a 13.73x return on their investment!

With only running the Quarantine Campaign for two weeks, we were able to produce 39 new leads and increased website traffic by nearly 400% leading the Owner of Johnny's Backyard to call us and tell us, "It's busy, busier than it is during Christmas — our busiest time of the year!"

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