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The Challenge.
For over 25 years, Tri-County Tropicals, Inc. built a strong reputation as a top wholesale supplier of freshwater aquarium and pond fish, serving the Five NYC Boroughs and Long Island from their Richmond Hill, NY, brick-and-mortar. Their local growth was fueled by word-of-mouth – a true testament to their quality. But in May 2024, everything changed. We launched their online presence, aiming to bring Tri-County's exceptional service to the entire U.S. wholesale market.The catch? Beyond a basic Google Business Profile, Tri-County Tropicals had virtually no digital footprint. Our big hurdle was to catapult them beyond their established NY/NJ territory and secure a dominant national online presence.
This meant we needed to refine their core brand, optimize their new website for serious online sales, and deploy a laser-focused marketing strategy. The goal was simple: generate awareness, unlock new business opportunities, and significantly boost lead volumes. Their online venture was fresh, lacking the crucial customer testimonials that build trust, and their effective local voice needed a smart adjustment for a broader, national digital audience.
TheSolution.
Our answer was a dynamic, two-phase project sprint and market activation plan for Tri-County Tropicals, Inc. Phase 1 honed in on enhancing brand fundamentals and marketing technology, laying a robust foundation. Phase 2 then shifted to aggressive marketing activation, bringing their new capabilities to life.
-Some Aspects of the Tri-County Strategy:
- Creating a World-Class Brand Identity
We collaborated closely with Tri-County Tropicals to solidify their brand's core. Our mission was to ensure every single client touchpoint was consistent, making their brand unforgettable and improving user experience.
This involved creating a comprehensive, "living" guide for their entire visual identity – everything from logo use to color palettes, typography, photography style, and overall design language. Crucially, we refined their brand's online tone: it's now more conservative for written communications, yet still retains that casual, friendly, trustworthy, knowledgeable, respectful, and helpful approach their customers love.
- Website Development & Design
Their marketing website wasn't just a page; it became the digital hub and centerpiece of their entire marketing strategy. We focused intensely on optimizing key pages and navigation to supercharge conversions, aiming for a 20%+ improvement in user engagement. This meant implementing conversion rate optimization, fine-tuning content, and applying top-tier SEO strategies. Plus, we've kept things humming with ongoing content and photo updates, system maintenance, security scans, and 24/7 uptime monitoring – because their online store never sleeps.
- Search Engine Optimization (SEO) & Paid Media
We knew that strong organic visibility was non-negotiable for acquiring new customers. That's why we deployed robust SEO strategies to ensure Tri-County Tropicals is front and center for businesses fitting their target profile in search engines, targeting a 30% increase in organic traffic within the first six months. This included deep-dive competitor SEO research, crafting an SEO content strategy, meticulous keyword research, on-page SEO optimizations, and fixing any pesky broken links or URL structures.
Hand-in-hand with this, we launched a holistic paid ads campaign. This wasn't just about clicks; it was about driving lead generation across the entire client journey, with a sharp focus on Cost Per Qualified Marketing Lead (CPQML) and Cost Per Qualified Sales Lead (CPQSL), aiming to reduce acquisition costs by 15% compared to industry benchmarks.
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