Branding Refresh

Our Strategy

We researched the customer base, created their journey, wrote a new tagline and slogan and designed a style guide for use in all branding. We introduced a stronger voice and a more elegant design approach to all deliverables, fitting for a luxury car and limousine service.

Design/Logo: -------- 

The messaging and voice were rewritten to add a professional and upscale feel so as to distinguish it from those it doesn’t compete with such as ride-share companies.

Website

SEO  This was important for Google search in each local market and to land the listing on the first page of results. We added better SEO tactics for new search algorithms.

 

Customer Trust  For a newer company, having an elegant, functional and engaging website would help develop trust between potential customers and the company. Other examples include allowing customers to get more instant, free website quotes without giving a credit card, offering more incentives to travel agents looking to book or sell through with the company, and more incentives to interested chauffeurs and affiliate fleet partners.

Sales and app

Because trying the new booking app was a large part of the experience, the site had to motivate people to download the app. We placed a call-to-action on the footer to do so. We also used CTAs on the header and footer for booking a ride immediately through the website, as well as a simpler, less intimidating 3-step limo/car service ordering form to get customers to commit to a booking sooner than on a longer form.

Sales Funnel Bonus

Upon launch of the new site, the client agreed to offer a first ride discount button listed above-the-fold, for those wanting an incentive to become a customer. Sales increased in part by this technique alone.

Digital Ads  

Upon launch of the new site, the client agreed to offer a first ride discount button listed above-the-fold, for those wanting an incentive to become a customer. Sales increased in part by this technique alone.

Email Campaigns  

We created elegant, effective ads with direct messaging while we conducted A/B testing to find out which benefit was most important to our client’s customers.

Print Collateral  

The nurture campaigns include triggered email for booked rides notifications, post-purchase reminders to contact client for return trip or hourly adventures in destination

The Outcome

There was an immediate increase in website traffic, app downloads and actual sales. First ride discount, a loss leader, resulted in a weekly increase in first-ride business.

 

The numbers?

40% increase in conversions, 30% reduction to bounce rate

 

In the Clients own words:

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