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
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.
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!"