Internet marketing strategy - Hemsley Fraser

Background

Hemsley Fraser is one of the UK’s leading learning and development companies. It delivers a range of business training and management development solutions to many of the largest organisations in the private and public sectors in the UK and internationally. The company offers the widest range of “open” training courses in the UK as well as developing tailored and fully bespoke training services for many of its larger clients.

The need

Hemsley Fraser has traditionally relied upon a very successful Direct Mail programme to generate bookings for its portfolio of open training programmes. Whilst this Direct Mail programme remains critically important, changes in buyer behaviour within the core target audience for this range of products had created a need to further develop an online marketing strategy.

Customer research revealed that the Internet had become increasingly critical in generating sales and as a means to build brand awareness within the learning and development market.

The solution

Building on work that had already been successfully started internally, Total Marketing Solutions helped to develop and implement an Internet marketing strategy for Hemsley Fraser in order to raise awareness online of the Hemsley Fraser brand and to fully exploit the internet as a sales channel.

The project involved working alongside Weboptimiser – one of the UK’s leading Search Engine Marketing companies – and comprised two main elements:

1. Search Engine Optimisation of the existing website, including revising the site structure and content as well as submission to targeted search engines.
2. Developing and launching a Pay Per Click advertising campaign on both Google and Yahoo.
   

The result

After optimisation of the existing Hemsley Fraser website, the visibility of the brand online, particularly in the “natural” listings for Google, has been significantly improved. The brand now achieves first page rankings for a number of its core product areas and the page ranking of other core product areas continues to improve. In combination with the Pay Per Click advertising campaign on both Google and Overture, traffic to the Hemsley Fraser website increased by nearly 50% over previous monthly traffic volumes.

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