Case Studies

  • the client:
    Body Central

    the case:
    Body Central has one of the most active and trend-conscious online audiences in the retail industry, and needed a digital communications strategy to keep pace. However, an underdeveloped Facebook presence and no Twitter or YouTube accounts meant missed opportunities to strengthen the brand, build rapport with fans, showcase merchandise, and attract new customers.

    the outcome:
    2nd Floor Marketing helped the retailer overhaul its Facebook page, jumpstart its Twitter account, and launch its own YouTube channel, starting with a contest asking fans to model Body Central clothing and tell the world what they love about the brand. Participation far outnumbered projections and, in just months, its online presence was engaging new audiences with news and information while garnering valuable feedback on its products. At a time when other retailers are downsizing, Body Central continues to grow, with an active online audience that is expanding daily.

    In less than 8 months:

    • Facebook fans increased over 400% (12,000 to 54,000)
    • YouTube subscribers increased over 200% (0 to 219)
    • Twitter followers increased over 1,000% (300 to 3500)
  • Body Central Body Central

  • the client:
    Village Candle

    the case:
    When an unemployed Paul Aldrich resumed his childhood hobby of making candles, he never imagined the demand his products would garner. This family-owned, "Made in Maine" candle maker soon required a digital communications strategy that would quickly and seamlessly serve a growing audience of individuals and retail outlets.

    the outcome:
    2nd Floor Marketing developed an aggressively optimized website backed by skillful SEO, strategic link building, and online PR. In less than a year, the retailer reached the top of Google search engine results for critical keywords, and found a whole new segment of fans. This case study is the perfect example of what's possible when low-tech businesses embrace high-tech solutions to reach new heights.

    October 2010 to October 2011:

    • Unique Visitors +34.93%
    • Search Engine Referrals +23.22%
    • Sales +38.88%
    • Transactions +15.04%

    Since initiating search engine marketing 2009:

    • Unique Visitors +152%
    • Search Engine Referrals +248%
    • Pages Indexed by Google +420%
    • Link Popularity +599%
    • Sales +210%
  • Village Candle

  • the client:
    Murray Bros. Caddyshack Charity Golf Tournament

    the case:
    This tournament has long attracted players from around the country to St. Augustine, Florida. For a local event to draw such high-profile names as Bill Murray and Jimmy Fallon, it was important to build upon the goodwill and enthusiasm already at play. By 2010, it was clearly time to institute a digital marketing strategy worthy of the tournament's size and philanthropic influence.

    the outcome:
    We leveraged existing excitement to re-brand the tournament, developing a robust website with a clean, aggressive color palette, applying it to all campaign components such as signage and email communications.

    With a detailed marketing strategy, we provided participants, sponsors, and news outlets with up-to-the-minute event information, putting the tournament on the social networking map—and in front of a whole new audience.

    For the first time ever, sponsorship commitments were met within three months, spots sold out in two, and volunteer interest was so great that applicants had to settle for a rain check. We can't wait to see who shows up in 2012. (Get your tickets early!)

  • Murray Bros. Caddyshack Chaarity Golf Tournament

  • the client:
    Hightide Burrito Company

    the case:
    With a loyal lunch following, it was surprising to find that catering sales were flat as a tortilla. With a brand-new delivery service set to launch, we knew that improving ordering processes and unleashing a bold promotional campaign were the first order of business.

    the outcome:
    Developing a user-friendly and easily updateable online form enabled customers to quickly submit orders and receive confirmation by phone, allowing Hightide to track orders and ensure accuracy.

    We then introduced the delivery service to the community with a bold advertising initiative, creating branded delivery driver shirts, storefront displays, social media, and targeted e-mail campaigns for current and new patrons.

    2nd Floor Marketing's efforts resulted in an immediate boost in catering sales that recouped marketing expenses within three days, and a 400% increase in delivery sales in the first month alone. We love helping local businesses make big waves.

  • High Tide Burrito Hightide Burrito Co.

  • the client:
    The Casbah Cafe

    the case:
    This well-established restaurant and hookah lounge needed to nurture current relationships, establish new ones, and increase walk-ins. The cafe's social media platforms weren't keeping pace with its socially savvy fan base—or enticing new customers. We also found that certain audiences could benefit from learning more about Middle Eastern culinary traditions.

    the outcome:
    2nd Floor Marketing enhanced the restaurant's Facebook and Twitter accounts, re-engaging fans (and rewarding loyalty) with daily and "Facebook Only" specials. We gave its Twitter account a new handle to differentiate it from similarly named establishments, and began educating patrons about the flavorful and healthy ingredients found in menu items.

    Facebook fans doubled, check-in rates soared, and Twitter followers grew 400%, tweeting constantly about the food and service and providing valuable feedback. Customers ate it up, sales quickly rose, and Casbah's social media audience continues to grow—just what we love to see happen in our community.

  • Casbah Hookah Lounge Casbah Hookah Lounge