Extension Marketing

Client Background: Newgate 180, Ontario’s leading non-profit addiction treatment centre, faced a critical challenge in generating leads through their online platforms. Recognizing the need for a digital overhaul, they partnered with Extension Marketing to enhance their online presence.

Problem:

1. Website Enhancement: Newgate 180’s website exhibited statistics in need of improvement, including a site health score of 89%, 10 errors, 183 warnings, and 70 notices, resulting in poor user experience and hindered SEO.

2. SEO Ranking: Organic search traffic was struggling, with the site only ranking on 94.53% of their keywords on pages 2 and beyond.

3. Underperforming Digital Advertising: The current Facebook campaign failed to generate any leads, highlighting the need for a more effective approach.

Solution: Extension Marketing conducted a comprehensive audit and devised a multifaceted solution to address Newgate 180’s challenges:

1. Website Transformation: EM identified critical errors, optimized site speed, incorporated SEO strategies across all pages, and revamped the website to provide a fresh and engaging user experience.

2. Strategic Google Advertising Campaign: EM initiated a targeted Google Advertising Campaign, utilizing custom landing pages to maximize lead generation.

Results: Website Improvements: Significant progress was made to enhance site health, with the site health score increasing to 92% and only one remaining error. Moreover, there was a notable reduction in warnings and notices, despite some adjustments made by the client that affected the site score.

1. Improved SEO Rankings: A remarkable improvement was observed, as 82.80% of keywords now rank on page 2 or better, showcasing a 17.19% increase towards page 1.

2. Optimized Site Speed: The site’s loading speed underwent a dramatic improvement, decreasing from 7.8 seconds to 2.2 seconds, resulting in a more seamless user experience.

3. Boosted Backlinks: The number of backlinks grew from 413 to 567, spanning 116 domains, effectively reducing SEO risk.

4. Digital Advertising Success: The Google Advertising Campaign generated an impressive 217,971 impressions and garnered 3,565 clicks to the custom landing pages.

5. Increased User Engagement: The campaign resulted in 6,164 sessions with 4,199 new users, leading to 14,849 pageviews and indicating a significant boost in user engagement.

6. High Conversion Rate: A total of 144 conversions were achieved, with 104 form submissions, highlighting the campaign’s effectiveness in generating leads.

Through strategic initiatives, Extension Marketing successfully transformed Newgate 180’s website performance and revitalized their digital advertising efforts. The comprehensive improvements led to increased site health, higher SEO rankings, and a significant boost in lead generation through targeted advertising.

Background: Student Transportation Services of Central Ontario (STSCO) is responsible for all home-to-school transportation on behalf of the Kawartha Pine Ridge District School Board Peterborough, Victoria, Northumberland and Clarington Catholic School Board and MonAvenir Conseil Scolaire Catholique servicing over 60,200 students across 178 schools.

Problem: STSCO delivers safe and efficient transportation services at its Member School Boards using yellow buses, wheelchair accessible buses, and school purpose vans through 9 various different Operators. STSCO’s Operators have had many challenges recruiting and retaining drivers for a number of years. COVID-19 further exacerbated this driver shortage. Consequently, Operators do not have spare drivers to cover open routes, and as new drivers are recruited, experienced drivers are leaving and retiring.

Solution: Extension Marketing was hired to conduct a public awareness and recruitment campaign to help STSCO and their Operators address the driver shortage.  The campaign was launched on May 1st, 2023 and ran until October 1st, 2023.

This was accomplished by:

1. Creating a joint task force (including STSCO, the School Boards, Operators and Extension Marketing) to review results and share information and best practices on a monthly basis.
2. Leveraging learning and creative assets  from sister consortium OSTA’s 2022 recruitment campaign. 
3. Building a new applicant-centered microsite and applicant tracking software to manage and distribute applications (www.DriveYellowstsco.ca).
4. Designing and executing a branded multi-channel marketing campaign targeted at six identified applicant groups. Elements of this campaign included:

• Social Media Advertising
• Search Engine Marketing
• Display, Video, Mobile and Google Search Advertising
• Radio
• Print
• Television
• Outdoor Advertising
• PR Opportunities
• Strategic Partner Opportunities

Results: Extension Marketing, in collaboration with the joint task force, successfully reduced the driver shortage and created a widely seen awareness campaign.

1. Over 7.6 million campaign impressions and 2,712 application engagements
2. Over 229 applications completed on the DriveYellowstsco.ca microsite
3. More than 86 new drivers were hired (and counting) with an additional 10 in training
4. The application-to-hire ratio was 3.17% well within the typical benchmark for this industry

Background: Oueis Dentistry, a reputable dental practice with two locations in Ottawa, faced a challenging period due to the pandemic’s impact on patient visits. Despite being recognized as an essential service, fear of contracting COVID-19 led to a decline in patient footfall, resulting in a pressing need to attract new patients to both their Glebe and Carling Avenue practices. This case study highlights the exceptional results achieved through a strategic Google AdWords campaign conducted by Extension Marketing, igniting a transformative journey of growth and success for Oueis Dentistry.

Problem: As the pandemic continued to cast its shadow, Oueis Dentistry grappled with a decline in patient visits and a limited inflow of new patients. Rebuilding their practice’s reputation and attracting new patients became a crucial priority for the dental clinic.

Solution: In response to the challenge, Oueis Dentistry collaborated with Extension Marketing to implement a multi-year and multi-location Google AdWords program. The campaign centered around three customer-focused inquiries when individuals searched for dentists in Ottawa:

1. Service-specific keywords.
2. Location-based keywords.
3. General keywords related to dentistry, such as “Best Dentist in Ottawa” or “Best Dentist near the Glebe.”

These targeted keywords helped maximize search traffic and effectively position Oueis Dentistry as a leading choice for prospective patients seeking exceptional dental care in Ottawa.

Results: Comparing the performance of Oueis Dentistry between February and May 2023 revealed outstanding outcomes that underscored the effectiveness of the Google AdWords campaign.

Increased Conversion Rates: The campaign led to a remarkable 23.81% surge in conversions during May compared to February. Patients responded favorably to the enticing advertisements, clicking through to access Oueis Dentistry’s services.

Expansive Reach: Impressions skyrocketed by 29.95%, reaching a wider audience and significantly enhancing brand visibility. The campaign successfully captured the attention of potential patients searching for dental services in Ottawa.

Higher Click-Through Rates (CTR): The CTR experienced a substantial boost of 21.61%, indicating the compelling and relevant nature of the ads. This demonstrated the effectiveness of the carefully crafted ad copy in encouraging prospective patients to explore Oueis Dentistry further.

Improved Cost Efficiency: Despite the impressive growth in impressions and clicks, the campaign’s cost increased only marginally by 5.90%. This indicates an efficient allocation of marketing resources, maximizing returns while driving business growth.