Objectives & Marketing Strategy

Create a new e-commerce website for floodscores.com with custom landing pages for a variety of searches to help generate awareness and leads for CRC.

Marketing Strategy:

Create an updated website designed for both desktop and mobile using the WordPress platform including a content management system (CMS). The new CRC sales site will feature the option to purchase the risk assessment directly from the website via the Woocommerce shopping cart plugin.

Green Dot recommends integrating the “How It Works” video into the new website on the home page near the top of the page as it quickly and accurately communicates the benefits of using the CRC report, and why it’s important. Further, we advocate redesigning the two report formats to look more professional and better integrate with the company’s brand architecture.

Initially, as a result of the limited $5k per month media budget, the marketing campaigns will be focused only on South Florida. Since search volume for this service is low, this indicates a lack of awareness among consumers. As a result, Green Dot recommends focusing on a blend of creating brand awareness via social media channels, growing the audience of social followers, as well as targeting users actively searching for flooding assessment solutions. This campaign will drive traffic to the CRC website from these social channels. Once on the site, prospects can purchase their report.

Once additional funds become available we recommend scaling the awareness campaign to include mass media channels such as radio, online video and possibly outdoor advertising (billboards and bus shelter posters). Once awareness grows, search marketing will become a viable option as well.