Dream Dinners is a national meal assembly franchise that brings families around the dinner table by providing them the means to create their own frozen dinners using pre-cut ingredients. It is one of the fastest growing businesses in the US. In addition to meal assembly services, Dream Dinners provides franchise opportunities and participates in local fundraising programs.
Pay Per Click Case Study: Dream Dinners
The Problem
Dream Dinners secured Pure Visibility to investigate and develop a search engine marketing strategy that would move them to page one of search results and transform their site to a sales converting communication vehicle.
Our Plan
Pure Visibility created an integrated strategy to manage Dream Dinners trademark and search engine marketing strategy by analyzing the competitive landscape and identifying four primary goals:
- Increase brand awareness
- Grow qualified site traffic
- Decrease Trademark Infringers
- Increase online sales and e-newsletter sign-ups
For brand awareness, traffic and online sales, Pure Visibility assessed the visitor behavior and performed a keyphrase analysis to create a foundation for the search engine marketing strategy. Based on the results, Pure Visibility constructed a solid plan of action for search engine optimization (SEO) and pay per click (PPC).
This plan focused on increasing traffic across the entire site to effectively market all of the services offered by the company—specifically: meal assembly, fundraising, and franchise services. In addition, conversion tracking was implemented to track online sales and e-newsletter sign-ups.
A major concern of the emerging meal preparation market was brand dilution. Dream Dinners commands 44% of the total meal preparation market in America and wanted to protect and cultivate their name as a dominant mindshare. Our preferred relationship with Google and Yahoo! allowed us to quickly identify trademark infringement patterns and act on trademark violators.
The Results
After the first month of their engagement with Pure Visibility, Dream Dinners tripled their ROI and web site traffic. Just in pay per click alone, Dream Dinners enjoyed a 100 to 1 ratio of sales to ad spend. The ongoing mission of Pure Visibility is to continue to develop their long-term branding and search engine marketing strategy.
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