Tri Gas & Oil and PepUp Case Study
PepUp’s new website launched in July of 2023. After a successful rebrand, complete with an integrated internal and external communications strategy implementation, PepUp stayed with the Fly Pages team for long-term digital marketing support.
Together with the client’s internal marketing team, we developed and implemented a digital marketing strategy that provided a 12-month ROI of $96 for every $1 spent on marketing efforts for our integrated team.
“We (PepUp) are so lucky to have found Fly Pages, and we have thoroughly enjoyed working with their entire team of superheroes. They really do stand above the rest. If you’re looking to work with a digital marketing partner that is honest, effective, and goal-driven, then Fly Pages is your answer.”
ORIGINAL PROJECT SCOPE
Custom Web Design | Rebranding | Internal and External Communications | Digital Strategy
Objectives
This 3rd generation family-owned regional energy company scaled the enterprise through multiple acquisitions. Consolidating their brands while repositioning for future growth required an extensive brand evaluation and strategic roadmap, as well as brand-conscious website development and digital advertising strategy.
Challenges
The eight different brands in the enterprise lacked unity of messaging and cross-promotion. Choosing a new brand and market category without sacrificing 60 years of brand equity felt daunting.
Solutions
The strategic partnership of Kevin Miller and the Fly Pages team served as a powerhouse strategy and execution solution. Through Kevin’s assessment and architect process, he led the leadership team through a comprehensive brand strategy development process with clear outcomes and conclusions.
Once the enterprise brand strategy was in place, the Fly Pages team could then support the client’s marketing team by implementing the brand in a phased approach across the various digital mediums, transitioning each to the newly developed service category.
Outcomes
The rebranding strategy provided PepUp with a clear roadmap for the preservation of a local, trusted brand identity, and the Fly Pages team helped guide the new website and brand launch seamlessly. Working with the PepUp marketing team, our digital advertising, marketing strategy, and SEO specialists were able to support a successful launch and help the PepUp team address updates to all the brand’s paid and owned channels, including directory listings clean-up.
The PepUp rebrand was a success, and a trusted and recognizable new brand was born and ready for a new marketing strategy.
ONGOING PROJECT SCOPE
Digital Advertising | Search Engine Optimization (SEO) and Content Strategy and Implementation | Marketing Team and Digital Marketing Support
Objectives
Using the digital advertising strategy developed in our original partnership, the Fly Pages team was tasked with driving website leads based on new customer acquisition goals for the 2024 fiscal year. Acquisition goals were established based on seasonal norms and the company’s business growth goals.
Challenges
While the new brand preserved its historical connection to local residents on the Delmarva Peninsula, and current customers, a growing population based their propane service selection on local search engine results. Large, well-known national competitors with impressive advertising budgets also provide propane to the PepUp service area.
Getting in front of prospective customers required elevating the brand’s presence and share of voice through integrated digital marketing tactics.
Solutions
Fly Pages and PepUp developed a digital marketing and advertising strategy that addressed immediate, mid-term, and long-term sales goals with marketing that packed a punch. The mix of tactics included Meta and Google ad campaigns that strategically aligned with an on-site and off-site SEO strategy.
The Fly Pages team brought together its subject-matter experts to collaborate on a conversion rate optimization (CRO) strategy that left nothing to chance; monthly audits and reporting, weekly ad campaign optimization, and strategy adjustments continued throughout the 2023-2024 fiscal year. Each month, the combined Fly Pages and PepUp marketing teams would discuss current results, challenges, and opportunities to reach more prospective customers and get more leads for the sales team.
We worked together to meet and exceed our sales goals, fully transparent and providing detailed reporting along the way.
Outcomes
This team of marketing superheroes set a new standard for PepUp, surpassing the company’s sales revenue goals and ending the year with a 96:1 ROI for both the PepUp marketing internal team, the Fly Pages team’s agency fee, and the total ad spend.
- Website organic traffic increase: +5,076 YOY
- Google Map Pack listings: 84
- Snippet Rich Results: 22
- Sitelinks: 27
- Digital ads average cost per lead: $16.68 (Meta (Facebook) industry avg: $20.49; Google industry avg: $79.28)
- Average lead to customer conversion rate: 52%
- Total leads: 3,763
- Total new customers acquired: 1,838
- FY24 New Customer Revenue Goal: 107%
- ROI – 1 Month: 15:1
- ROI – 12 Month: 96:1
THE BENEFITS OF AN EXPANDED MARKETING TEAM
Customized Collaboration
Our team collaborated with the client’s existing marketing team and executed a comprehensive digital transition plan to build and convert the target audience without sacrificing the previous traction gained from each brand. Together, we continued that team effort to deliver above-goal sales for the entire fiscal year.
Seamless Integration
We combined the best elements of each brand’s digital platforms in our website development scope to provide a user-friendly interface that helps tell the new service category story. Through ongoing site improvement and strategic content creation, we elevated the brand in search results with technical, on-page, and off-page SEO tasks.
While our team focused on advertising and SEO, we worked closely with the internal PepUp marketing team to align our efforts with their social media, email marketing, and external promotional activities, working efficiently as one marketing team.
Purposeful Reporting
We provided a detailed reporting stack that allowed company leadership to determine the appropriate timing and speed of each region and audience switch-over during the rebrand launch. Moving into monthly ongoing marketing support, we continued to provide detailed reports and support for our team members at PepUp, making sure to go over each report for full transparency, understanding, and approval of necessary strategy adjustments whenever they were needed.
RESULTS THAT EQUAL REVENUE, AND MORE...
The Fly Pages team is results-focused, always mindful of client goals and expectations. Our collaboration with PepUp continues to improve the company’s marketing investment ROI and immediate and downstream revenue. Together, our combined team is building a marketing mix that is optimized for lead generation and new customer acquisition, while also remaining dedicated to building the brand as one that the residents on the Delmarva peninsula and surrounding communities can trust for their home energy needs.
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