Franchise Marketing Case Study:
“After six months Uptown Jungle was dominating the first page of Google….Our competitor approached us for fear of being put out of business because we had taken so many of their customers.”
This case study demonstrates two elements of our suite of services:
1) Demonstrates our primary mission to create a dominating online presence for our clients and in this case shows our ability to bring each new local store from their opening to having a dominating online presence and beating out their local competitors.
2) Demonstrates how we bring about consistent franchise branding and goals across all locations and online channels.
The Company
Uptown Jungle Fun Park (Urban Jungle- prior name) is a fast growing multi-location family entertainment company that builds huge state of the art indoor play centers for kids. UJFP has opened five locations in three years and has plans to open many more.
The Challenge
When UJFP approached Local Marketing Suite they only had one location and hired us to perform SEO on this location. The website had some basic SEO and there was no significant online presence. When UJFP opened there were already competitors in the area and all of them had very strong online presence and appeared at the top of search results. We knew this would be a strong uphill battle because of the competition.
UJFP had three primary goals and wanted to see measurable results.
First, they wanted their website cleaned up. Although it looked good, it had some technical problems, wasn’t built well and didn’t have good Search Engine Optimization. (We eventually built them a new one)
Second, they wanted to dominate their industry in San Diego and appear at the top of the first page on Google search results. They wanted visual and measurable results.
Third, they primarily wanted to increase sales for their “birthday parties”. They wanted to experience real ROI in this sector and see a significant increase in sales. At this time there was no traffic directly to their birthday parties page.
The Solution
Our first desire was to understand the Uptown Jungle brand, audience and marketing goals.
We corrected all the technical issues with the website, performed on-site optimization and optimized the website for mobile search. We especially concentrated on the “Birthday Parties” page, restructuring the page hierarchy and adding new keyword-rich content. Once this was completed we began the off-site optimization.
We SEO’d all of their online elements, including Facebook, Instagram, YouTube, Pinterest and Google, while keeping a consistent brand message and look. Then we launched a content campaign primarily targeting birthday parties and driving traffic back to the “Birthday Parties” page.
We implemented our proprietary Web 3.0 franchise marketing strategies and connected all the online elements in order to create leverage for the Uptown Jungle brand.
Since the original work on the San Diego location, we have handled the opening of four other Uptown Jungle locations and developed an entirely new Uptown Jungle multi-location website that is user friendly for those that need to get in and make edits. It’s especially mobile optimized and build for easy scaling.
The Results
Within three months the Uptown Jungle San Diego location was showing at the top of the first page of Google search results for their top five search phrases, beating out competitors that had established online presence prior to them. Within six months Uptown Jungle experienced a 298% increase of traffic to the website and 227% increase of traffic to the “Birthday Parties” page, which lead to birthday parties being booked up two months in advance. They also experienced 625% increase in actions taken by searchers on Google Maps Listing.
When the second Uptown Jungle in Mesa, AZ opened there was already a competitor dominating search results and taking up most of the first page of Google. By the sixth month Uptown Jungle was taking up most of the first page of Google search results and was showing first. The CEO of Uptown Jungle reported to us that we nearly put the main competitor out of business because our SEO results were so dominating.
The Uptown Jungle brand is growing fast and being recognized in their industry. Their brand new multi-location website has been built and will accommodate many more location pages with no problem.
