ARC Abatement
Business with headquarters in Waco and offices in other states : www.arcabatement.com
Company Background
Since 1992 ARC Abatement has developed and provides state of the art and contamination-free techniques for asbestos abatement, mold remediation, lead abatement, demolition, restoration, and hazardous waste disposal. ARC Abatement has its headquarters in Waco, Texas and offices in Dallas, Austin, Houston, Shreveport and Baton Rouge.
The Problem
ARC Abatement had worked diligently since 1992 to become the nations top environmental contractor – not an easy task for a company that was founded in a garage. The economy was beginning to impact ARC’s revenues. When chief executive officer Ron Daniel started seeing the success of a competitor’s public relations campaign, he began his search for a PR agency.
The environmental contractor’s marketing had been handled in-house and generating new leads regularly got put on the back burner so ARC could concentrate on servicing existing customers. From its logo to the website, ARC’s brand appeared outdated. Information on the website was out of date; customer and internal communications needed improvement; and ARC had no social networking strategy.
The Solution
More than simply public relations, after meeting with us, Daniel realized he needed a business branding company to oversee all aspects of the ARC marketing, which would include a brand makeover, social network and email marketing campaigns, editorial coverage and enhanced internal and external communication strategies were put into place. Interviews with customers and employees were completed to determine ARC’s marketing messages.
The Results
ARC’s makeover was completed in just over three months. Working with a McKinley Brown, a new logo, color scheme and tag line based on interviews; revised print collateral, eye-pleasing PowerPoints, new exhibit/booth graphics and vehicle graphics. ARC’s online presence increased with a new, optimized website; and the company’s social networking sweet spot was found to be posting project photos and videos on Vimeo and Flickr. ARC is now found on Facebook, Twitter and LinkedIn. Consistent with the website, an electronic newsletter was designed and iContact was used to build a database of prospects and contacts. A quarterly electronic newsletter is sent to 450 contacts to drive traffic to the new website.
Email Newsletter
ARC’s first newsletter distribution outpaced the average iContact distribution similar in size.
Out of the 447 recipients:
- 334 contacts opened
the email - 72 clicked a link in the newsletter that landed
them at the ARC website - 5 unsubscribed
- 29 email addresses were undeliverable
* This is in comparison to a conventional printed direct mail piece sent through the postal system, which typically only has a three to five percent response rate.
Website
ARC Website Stats from
November 19th to Dec 7th, 2010:
- 456 visitors; 52% were new visitors
- 1,116 page views
- 00:02:08 average time on site
- 2 page views per person average
Where did visitors come from?
- 223 typed in www.arcabatement.com
- 150 from Google, Yahoo or Bing keywords/SEO
- 36 from Facebook
- 10 from LinkedIn
- Yellowbook paid brought 4 visitors
- Dec 3-6 showed a spike in visitors – 112
likely related to the email newsletter
Editorial Coverage
ARC’s editorial campaign wasted no time starting with an unusual method of garnering editorial coverage came as television viewers watching CNN, WFAA-TV, KXAS-TV and other Dallas-based television stations coverage of First Baptist Church Dallas’ October 30, 2010 mega implosion. E.H. Anderson PR recommended placement for two huge ARC Abatement banners on several of the church buildings before they came down.
A more traditional approach to editorial coverage came in the Waco Tribune Herald, who featured ARC Abatement in the September 29, 2010 article, “Environmental Hazards Boost Area Firm’s Workload.”
Next on the agenda was an internal company newsletter. The first issue went out January 2011.
