Case Study Kickboard:

Client: Kickboard – Leading software and coaching provider for PBIS, RIT, and school-wide behavior management

Campaign: Establish a Paid Search Marketing Channel

Need/Goal: A small, relatively unknown brand with a great product was struggling to position themselves in the digital landscape. They wanted to aggressively grow their market share/uptake within mid-sized (5–20) public school districts.

Obstacles: Kickboard had little-to-no corporate understanding of how to create and influence the digital search-shop-buy experience for their product(s). They had a small budget, and competitive noise is high in their sphere.

Strategies and Tactics: buZZgen developed a media strategy that focused on key identified areas of opportunities in the paid search landscape and LinkedIn. We also developed a four-part “go to market” strategy that would allow immediate results while also allowing time for assets (landing pages, etc.) to be developed with the client’s current resources.

buZZgen then designed a set of campaigns that would test the original assumptions as well as deliver an ongoing stream of leads for Kickboard. When the client had to reduce budgets, buZZgen further tested and optimized to maintain as much lead volume as possible.

Outcome: The campaigns designed, built, and optimized by buZZgen were responsible for generating 30 percent of all new sales in 2015.

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