D to C eCommerce Transformation

by smagicstage | Aug 17, 2022

WE TRANSFORMED A WHOLESALE MANUFACTURER TO AN ECOM COMPANY…

and grew both revenue and margin in the process.

OUTCOMES

Revenue growth

ecommerce growth

Net Margin Increase

twelve month timeline

Situation

We were approached by a family-owned gutter supplies business to help with ecommerce growth. The Hallett ownership was curious about recent trends in ecommerce, seeing substantial growth in what had traditionally been a phone-order business.

Hallett was looking to drive substantial growth not only for the obvious reasons, but also to prepare for possible exists, mergers and acquisitions.

As we dug into their ecommerce business, we found backend operational processes that needed fixing before frontend marketing could occur at any scale. Manual order entry and poor data integrity at the inventory level hounded the day to day experience in the business.

Solution

What started as an ecommerce support project turned into a business transformation. In the space of a year, we moved transitioned Hallett to a new ecommerce business, transitioned accounting into the cloud, and replaced an offline order entry system with a fully integrated order and inventory system.

Along the way we had to modernize their stock management practices and standardize inventory data. It was quite a lift, but the outcomes have been worth the work.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

TRANSFORMATIVE OUTCOMES

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27X ROAS ON PAID SEARCH

Through testing and optimization, we achieved a 27x return on ad spend with this client. For every dollar invested, we are generating $27 in revenue.

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Consistent increases in organic search results

This client now ranks higher, for more keywords, than they have in the history of their company, including front page rankings for key broad-match queries.

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Doubling gross revenue

From the time Science and Magic engaged with this client in late 2019, revenue has increased from just under $1MM to over $1.5MM in 2020, $2.25MM in 2021, and tracking towards $2.5MM+ in 2022.

DOUBLING GROSS REVENUE

From the time Science and Magic engaged with this client in late 2019, revenue has increased from just under $1MM to over $1.5MM in 2020, $2.25MM in 2021, and tracking towards $2.5MM+ in 2022.

think you're ready for growth?

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Fueling Brand Expansion, M&A in Edtech SaaS

by smagicstage | Aug 31, 2021

ENABLED DOUBLE DIGIT GROWTH AND POSITIONED SFS FOR A healthy acquisition

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Situation

An educational software company had recently acquired a competitor and wanted to implement a marketing plan to drive revenue increases faster and more predictably. Science and Magic were brought on to help establish a business strategy, and scale the organization, as well as to help with new product launches, rebranding and more.

Solution

We helped develop the sales side of the organization, including process, training, and implementation of CRM and marketing automation tech, while supporting the marketing function as well, including website and microsite redesigns, trade show marketing, and ongoing focus on organic and paid search, as well as retargeting, email, and automation.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

GROWTH OUTCOMES

Month Turnaround

increase in revenue

Website Traffic

Process yields predictability

SMco helped the grow revenue, enabling SFS to invest in the marketing and sales systems needed to make the organization attractive to buyers. While our channel marketing efforts increased visibility and lead acquisition, our sales systems provided the validation a buyer needed to pull the trigger.

WORK SAMPLES: EXPERIENCE ENGINEERING

Experience Engineering is all about delivering the right experience to the right person at the right time. One of the ways we help with this is through video messaging. For Standard For Success, we helped deliver video ranging from short promo videos for products to introductory UI videos, even a mini-documentary feature on The Information Matrix with Laurence Fishburne.

Modular Trade Show Booth Design

Science and Magic created a group of modular components for trade show marketing, with QR-driven mobile experiences.

Content Strategy and Planning

Science and Magic developed an omnichannel content strategy and managed all planning and execution.

Social Media Monitoring and Management

Science and Magic implemented a robust social media strategy focused on thought leadership.

Audience Alchemy Dashboards – Channel Metrics

Science and Magic created custome dashboards to track key channel metrics for the marketing team.

Brand Identity – Business and Mobile Experience

SFS Business card design incorporated virtual business card experiences for each team member, triggered via QR.

Revised Brand Architecture and Identity

Expanded SFS brand architecture to accommodate multiple product portfolio

Social Content

High-engagement graphics, video and animation for social media.

Infographics Design & Promotion

Engaging, traffic-driving, lead-converting infographic content

State Report Cards

In-depth state of the industry content delivered in “report cards”

Automated Live Chat

Science and Magic programmed response flows for a live chatbot to route traffic to the appropriate team members at SFS.

Automated Real Time Lead Scoring

Science and Magic automated lead scoring for every contact and website visitor.

Personae Development

Created and targeted multiple target personae based on customer focused selling process.

“Smart Sheets”

Created 20+ digital and trackable one-sheeters that incorporate a mobile experience, printable for trade shows.

Email templates for sales team

Created transactional email templates for each phase of the buying process to support sales team.

Thought Leadership

Leveraged book written by company owner to position as thought leader through speaking engagements and blog content.

GraduationPathways.org

Created microsite to help guide students, parents and administrators through requirements.

Email Template Design

Designed a series of email templates to align with look and feel of the SFS site.

TeacherEvaluation.org

Created Q&A style community resource site for administrators to share ideas about Teacher Evaluation.

Behavioral Tracking and Targeting

Captured all digital interactions over time across entire database.

ENGINEERING EXPERIENCES

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Sales Team Development

Successful implementation of a CRM and marketing automations

Design and Marketing

Facilitation of website and microsite redesign and trade show marketing

Search, communication, and Automations

Ongoing focus on organic and paid search, retargeting, email, social, and automations.

In 2021, our client was one of the fastest-growing private companies in the Inc 5000, ranked #3525 overall, and #55 among all education companies.

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Demand Gen and Attribution for B2B

by smagicstage | Aug 31, 2021

WE built and scaled a demand gen program for a multi-location services business

And then we handed it off to the client's internal team. It's a thing of beauty, really.

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Situation

A private equity backed fire protection company in acquisition mode needed to build and streamline its demand generation program as new companies were constantly being acquired and integrated into the core brand.

Solution

SMco planned and delivered a demand generation program from the ground up. Our deliverables included media buying and planning as well as supporting a new SDR program, reporting for finance stakeholders, implementing a CRM and marketing automation function, and advising on hiring an internal team.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

OUTCOMES

Web Traffic Increase

Market Qualified Lead (MQL) Growth

Sales Opportunities Increase

INCREASE - MARKETING's CONTRIBUTION TO REVENUE

When growth marketing

actually means growth

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Built from the ground up

When we started, brands weren’t centralized, no media was in market, and attribution was just an idea that was being tossed around.

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Systems to handle scale

Media buying scaled to market, content marketing to support the brand growth, and reporting to satisfy information-hungry private equity financeers.

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Revenue Growth

Let’s cut to it, this is what really matterd. We were able to prove an 11x increase in marketing’s ability to generate revenue.

Web Traffic 23% 23%
Market Qualified Leads 83% 83%
Sales Opportunities 483% 483%
Closed/Won Revenue from Marketing 1122% 1122%

The Results Speak for Themselves

Our approach delivered seven-figures in net new revenue pipeline, a 23% lift in web traffic, 83% increase in MQL’s, 483% increase in the number of opportunities created for Sales, and a 1,122% increase in closed/won revenue directly attributable to marketing sources.

Increase in Marketing's contribution to revenue

The Science & Magic Corporation of America was critical to the launch of our marketing and demand generation program. They are experts in all they do and helped us scale our SEO and SEM programs so we could meet our marketing and company targets and goals.

If you are looking for a partner with expertise in everything from Google Ads to content development to customer marketing, then you’ve found them! Thank you so much Science & Magic!

-Marketing Director

think you're ready for growth?

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90-Day Transformation from B2B to D2C

by smagicstage | Aug 31, 2021

wholesale to ecommerce in 90 days

When the pandemic hit, our client needed to pivot...fast. We helped them make it happen.

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Situation

A private equity-backed licensed apparel company wanted to pivot to an ecommerce-focused D to C model, integrated with its current B to B model. After an initial failed in-house attempt, Science and Magic were brought in to help quickly transform a traditonal wholesaler to an eCommerce company.

Solution

We rebranded, moved the client’s ecom operation to a headless commerce tech stack, implemented a marketing automation program, and deployed dynamic ad campaigns in search and social, as well as leveraging their NFL license partnership through an auction site experience we developed alongside their ecom platform.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

OUTCOMES

Monthly ecom revenue increase

conversion rate increase

site traffic increase

Day Turnaround

90-Day Turnaround

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Campaigns by black friday? no problem.

We pulled the necessary levers to have the client’s inventory synced into the new ecom environment out of Microsoft Great Plains. That was a feat in itself.

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New Revenue model brings new questions

How fast can we grow? How do we budget for tech, personnel and media to get to our goals? All questions we were able to assist with.

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New Team? We've got their back

To grow more quickly, the client acquired a competitor’s marketing team to level up their internal capabilities, and to get ready for the ride that was about to get even more exciting…

MICROSITE: AN ONLINE AUCTION EXPERIENCE

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an entirely separate auction site experience w/ the NFLPA

Our client’s partnership with the National Football League Players Association included a tie-in to the NFL’s My Cause, My Cleats that required building a stand-alone auction site experience where people could bid on items, in addition to the main e-commerce site. We built this experience alongside their new e-commerce platform, all within six months of our initial engagement.

INCREASE in Monthly Ecom Revenue

Results were a precursor...

All of our work was just setting up the client for where they were ultimately headed, M&A land. It’s not that we worked ourselves out of a job, but we kinda did.

From zero to new business model?

Let's build it

Breaking Records on the Radio

by smagicstage | Aug 31, 2021

WE HELPED ONE OF THE LAST INDEPENDENT ROCK STATIONS BREAK NEW RECORDS.

(NOT THE VINYL KIND.)

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Situation

One of the last independently owned and operated rock stations in the country, 92.3 WTTS, was operating with a ten year old website, and a mobile app that was barely functional. With more and more audience moving to streaming media outlets like Spotify, Pandora, Apple Music, and other similar services, it was time to help WTTS evolve itself beyond being just a radio station to become an music experience delivery company.

Solution

We led the Programming team through strategic planning, and helped re-orient their perception of their competitor set to be not other radio stations, but streaming services. Based on this, we re-imagined the WTTS website as an artist-centric web magazine for exclusive content about national artists, and rebuilt their mobile presence from the ground up – all in the middle of of a global pandemic where no live music was happening, and no one was driving in their cars listening to the radio on their way to work.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

OUTCOMES

Month Turnaround

increase in total users

increase in new users

decrease in bounce rate

increase in Pages per Session

increase in page views

Within 120 days of launch

Increase in streaming sessions

Facebook – up 65 % in the 120 days after launch, with a reach of 637,678 64.7% 64.7%
Instagram – 10,552, up 248% in the 120 days after launch 248% 248%
YouTube – doubled views in the 120 days after launch to nearly 2MM views 98% 98%
Podcast – has over 1,200 plays in the first 120 days after launch 99% 99%
WTTS Stream – increased by 25,000 to nearly 100,000 streams / mo in the 120 days after launch 87% 87%
Mobile Apps – more than 327k page views across 5,300+ users 92% 92%

BREAKING RECORDS ONLINE AND ON THE AIR

Through their newly-established digital channels, WTTS is now delivering more than a million online touch points per month with their listeners. In fact, their on air audience is only their fifth largest, behind YouTube, the live stream, Facebook and Twitter. But not only did we break records online, our recommendations around leveraging addressable OTT in their marketing efforts led the station to the highest ratings it has ever achieved in its three decade history, including being in the top three stations M-Su 6a-12M for A25-54, a second place PM Drive finish, and 4th place Mid-days finish. The station established a 6.5 share 12+. Their prior record was a 3.8. Each 12+ share point is worth roughly a million dollars in revenue, using rough estimation to put this in perspective.

content strategy, process, and management for 250+ concerts and events a year.

“The team at Science & Magic helped transform our digital platform. Their dedication to excellence and knowledge of the digital path specific to WTTS has catapulted our digital content to a heightened level never before experienced. The strategy that WTTS implemented under the direction of Science & Magic has aligned perfectly with our brand. The customer service and patience in explanation is unmatched. I highly recommend.”

Laura Duncan

Program Director, 92.3 WTTS-FM Indianapolis

DIGITAL BRAND STRATEGY OVERHAUL – NEW SITE, NEW APP, AND MORE.

CONTENT STRATEGY FOR HUNDREDS OF HOURS

OF EXCLUSIVE LIVE PERFORMANCE VIDEO CONTENT

FROM WORLD-CLASS ARTISTS.

ARTIST-FOCUSED CONTENT STRATEGY

REINVENTING WTTS DiGITAL PROPERTIES

Competing with Spotify, Pandora, Apple Music, and other streaming services meant developing an entirely new strategy for mobile, and new mobile experiences – including native iOS and Android apps, a Progressive Web App, a mobile-optimized responsive website, and developing capabilities for push, text, geofencing, and more. Not only did we rebuild their entire mobile infrastructure, we created videos to promote it both online, and on targeted OTT (over the top) television buys for the brand, and for the app.

Mobil Apps

Graphics created to promote the new WTTS Mobile Apps.

Mobile Apps

More graphics promoting the WTTS mobile apps.

Mobile Apps

Graphic created to promote the new WTTS Mobile Apps.

Digital Channels Promo Graphic

Website graphic highlighting all the different ways to experience the brand online.

Couch Concerts

Another graphic for digital channels promoting WTTS Couch Concerts.

Couch Concerts

Created promo graphics for Couch Concerts, an on-air feature.

Couch Concerts

Graphic created to promote WTTS Couch Concerts on-air feature.

Couch Concerts Weekly

Couch Concerts layout to promote each week’s nightly shows.

Couch Concerts Ticket

Ticket graphic built to promote Couch Concerts on-air feature.

Rock of Ages – Feature Graphic

Created graphics across online channels for WTTS Rock of Ages, an on-air feature.

Coronavirus Graphic

Graphic created for Coronavirus breaking news in online channels.

Save Our Stages

Digital ad created to help support the Save Our Stages program during Covid-19.

Save Live Music

Ad created to promoed the Indiana Independent Venue Alliance.

Escape Room Promo Graphic

Social Graphic promoting the WTTS Escape Room feature.

Social Content

Social media quote content (FB, IG, TW, Etc.)