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Case study / CTM Travel

From little online presence to flagship business channel.

76% Increase of valid leads
CTM Travel

Before coming to Softline, Montrose Travel(Now known as CTM) had very little online presence and paid search campaigns that were underperforming due to lack of management or set up. We rebulit the marketing iniatives and now they have multiple sites with multiple targeting initiatives that now dominates both PPC & SEO for highly competitive industry terms, leading to a large increase in their client base.

Objectives

Our client’s objective was to increase the number of corporate travel leads for its Montrose Corporate Travel brand, and also increase the number of leads and sign ups for its Mtravel brand which was targeting travel agents who wanted to resell travel services.

Strategy and implementation

  • Develop & Deploy new Google Ads, Bing Ads, & Retargeting Campaigns via Adroll

  • Develop & Deploy top of funnel programmatic display campaigns

  • Develop & Deploy targeted landing pages designed for location and keywords to ensure higher conversions

  • Develop & Deploy an organic keyword strategy based on national and geo specific targeting to increase visibility More resources allocated to GEO areas we identified as high converting

  • Implement advanced analytics and goals to ensure we are able to identify multi channel conversions

  • Introduce and deploy successfully a set of Social based Ads for targeting new customers on Facebook and Instagram

The results

  • While first year lead volume decreased by 50%, valid leads increased by 76%

  • Valid & targeted leads generated an increase in Corporate travel revenue of over $6 million in the first year

  • Organic traffic increased an average 36% YoY

  • Geo based organic traffic growth has contributed to larger dollar deals

  • Successful introduction and growth of Social Ads as a new lead generation channel

  • Growth secondary retargeting campaigns helped increase overall lead conversion by 27%

  • Increased budget consistently for marketing initiatives due to strong revenue growth

A word from our client

We hired Softline Solutions after spending years trying to manage our paid and organic channels in house. We spent an enormous amount of money without much return. Softline came in and provided us with a detailed analysis of what we needed to do, provided a timeline, and implemented a strategy that completely turned the Corporate Travel channel around, making it a flagship business channel for us.

Chris M CTM Travel

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