Catherine Monson

CEO and President,

FASTSIGNS International, Inc.

@CatherineMonson
 About FASTSIGNS®

590 Locations 9 Countries Business-to-Business

The FASTSIGNS® Brand Idea
 Our Brand Promise
FASTSIGNS® is more than fast, and more
than signs. We’re a visual ideas
company. Our marketing-savvy
consultants create solutions for a wide
array of communications challenges. So
you can increase your business visibility,
reach more customers and accomplish
more than you ever thought possible.
Comprehensive Solution Example
Comprehensive Solution Example
Comprehensive Solution Example
Comprehensive Solution Example
The Changing Local, Social and Mobile Digital Landscape
Today’s Digital Marketing Ecosystem
Amount of Content Generated Growing

52% 4 million 684,478

Internet users search queries per minute pieces of content
share photos on Google created each minute
on Facebook

Sources: User generated content in the U.S., Statistta.com

Internet, Mobile and Social Usage Growing

Mobile
Users

3.7
BILLION

Internet
Users Social Media Users
3.2 1.9
BILLION BILLION
Sources: statista.com, wearesocial.sg, InternetLiveStats
Speed of Mobile Adoption

2/3 of Americans are now smartphone

owners, a key entry point
to our online world

Sources: U.S. Smartphone use in 2015, pewinternet.org

The Importance of One Experience

Cross device usage

Responsive web design

First Impressions Matter
7 Impressions Has Become 12+
Most Popular Social Media Outlets
Mobile and Digital Central to Our Marketing

SEO Pay-Per-Click

Public Content Remarketing Display Ads

Relations Marketing

Non-Paid Paid

Email Social Content Promoted

Marketing Channels Amplification Social

Local Video
Listings
All Works Together – Desktop and Mobile
Mobile and Digital Not Silos

Sell Sheet Web Banner Email Marketing Web Banner

Content: Multi-Use and Multi-Channel
Case
Study

Content
FASTMAIL
example: Blog
BRYN &
DANE’S

Social
Media
Content: Multi-Use and Multi-Channel

FASTSIGNS Blog
Case Study

National News Release

Social Media
Content: Multi-Use and Multi-Channel
FASTSIGNS Blog

Social Media
Case Study

National News Release

Case Study #1:
Franchise
Development
Helping Franchisees
Grow their Inquiries
and Revenue
 Initiatives to Build Franchisees Revenue

• Operation Consultation (TV → Web)

• Web Editors
• Engage 121
• Listen 360 Reviews
• Retargeting Ads
 Initiatives to Build Franchisees Revenue

• PPC term restructuring

• Banner ads on websites that match our TV
audience via Collective
• Provide social media content suggestions to
network quarterly
• Create and use a lot of video on social media,
website, YouTube
 Case Study #2:
Helping Franchisees
Grow their Inquiries
and Revenue
Incremental Spend Pay-Per-Click Program

Concern Effect
Local franchisees not Missing out on calls and
spending enough to keep possible opportunities as
local Pay-Per-Click ads competitors were getting
running throughout more visual space on
business day screen
Incremental Spend Pay-Per-Click Program

Idea How
Demonstrate that more Ad Fund added $250 per
spending would generate
month of incremental
more targeted clicks and
calls (opportunities) funding to each location’s
existing Pay-Per-Click
campaign of $150 or
greater during September
and October, 2014
Incremental Spend Pay-Per-Click Program

Goal Key Tactics to Spending

At end of program, 1) Bid optimization to
franchisees would see the ensure 1-3 positioning
value and increase their 2) Up 8am – 5pm on
own Pay-Per-Click Google; then add Bing
spending 3) Add
evenings/weekends
4) Add Google Display
Network
 Incremental Spend Pay-Per-Click Program

Campaign Metrics Campaign Metrics

Good results: Not as good results:
• 16% more website visits • Click through rates
• 47% lift in center website dropped 20%
visits • Cost per click increased
• 13% more tracked calls about 20%
• Average position = 2 (from
2.5)
• 21% more web actions taken
• 81% lift in impressions
 Incremental Spend Pay-Per-Click Program
Success:
Monthly Franchisee Spending
Increased 22%
Prior to program: $189,000
During program: $310,000
-------------------------------------
One year later, monthly spend
is $230,000 and increasing
each month
Success:
Launched Campaign Key Word
Restructure Began Rolling Out
in June, 2015
Used analytics to improve key
word targeting, improve web
traffic and increase actions
• 26% lower Cost-Per-Click
• 129% increase in ad
impressions
• 39% increase in web actions
Rapid Changes in Digital Marketing
How Will You Embrace The Change?