Client Case Study

FastPlank™ Systems

the client

Engage Building Products is the parent company to EasyTrim, FastPlank, and QuickPanel subsidiaries. Their motto is to create and support products that solve common problems in construction, saving time and money for homeowners and contractors alike. They offer a complete lineup of cladding and trim systems, each designed to be compatible with most manufacturers’ products. All of their products are manufactured in North America, and they pride themselves on building solid relationships with their customers.

what they needed

Toria Maxwell, from Maxxwel Marketing, came to Vigilante Marketing requesting assistance with developing three separate yet unified websites for Engage Building Products subsidiaries. Their previous sites for EasyTrim, FastPlank, and QuickPanel were all on different platforms without a cohesive design to ensure customers understood that they all belonged to the Engaged family of products.

what we did

website

Toria Maxwell (Maxxwel Marketing) was the project manager and content strategist. She re-worked the client’s previous EasyTrim site content to suit the brand refresh better, and interconnection between the three Engage products.

Vanessa Rusu, from Vanessa Rusu Digital Studio, created the design for EasyTrim, FastPlank, and QuickPanel websites. She used a different prominent color for each site to represent a cohesive nature theme, with EasyTrim’s primary color being green to constitute grass. In addition, she added similar call-to-action buttons to display consistency across all three companies.

Peter Vigilante, lead developed for Vigilante Marketing, built EasyTrim, FastPlank, and QuickPanel websites using the WordPress multi-site platform. This ensures they can all be easily managed by employees through a single dashboard. He also made a simplified system for client resources. Clients can now add many resources for salespeople to access, and they can download any necessary documents or files they might require for their installations.

Please visit our portfolio pages for QuickPanel and FastPlank to see how these three websites are now cohesively designed and built to represent the Engage Building Products brand better.

increase in traffic

seo

By first conducting an in-depth SEO audit and analysis, the VM Marketing team discovered potential errors that had become detrimental to their overall SEO health. They then worked on correcting those issues, which included confirming all H1 headers, meta titles, and meta descriptions were present and up to standard, redirecting or removing broken pages, adding keywords where necessary, and completing multiple UI updates. From the continual corrections and fixes, users, sessions, and page views increased an average of 12%, while impressions rose by 10,000.

In addition to conducting backend and on-page SEO tactics, Christine Ginther researched and wrote multiple blogs on the client’s website. She utilized the keyword and competitor analysis mentioned previously to create topics and content that benefit SEO and draws people’s attention to visit and explore the site and products.

ppc

When she took over their management, Katie Neudecker, the VM Marketing Manager, did a complete overhaul of the client’s Google Ads. Since then, Canadian ads have seen monthly average increases in clicks, impressions, conversions, and cost-per-clicks rates. The most noticeable improvements were impressions at 13,000 and conversions at 16. The American ads have also seen monthly average increases to the same areas as the Canadian ads. Their most notable improvements were impressions at 19,000, a 100% increase in conversions, and the clicks increased by almost 2000.

Katie delivered these ongoing results by completing in-depth competitor and keyword analysis, checking weekly to ensure keywords and headlines weren’t missing or needing to be updated, adding beneficial extensions, and using tactical bid adjustments.

Christine Ginther, VM’s Account Executive, has recently created Meta and LinkedIn ads for FastPlank and is currently conducting A/B testing. Numbers and results will be available within the coming months.

VM’s Account Executive, Christine Ginther, took over the client’s social media marketing and management at the end of March 2022. Christine worked closely with the client and one of the VM Designers, Tina Raposo, to create a content and graphic template strategy. Once approved, Christine implemented the strategy across Facebook, Instagram, LinkedIn, and Google My Business.

Since beginning the new social media approach, the client’s Facebook engagement rate has increased by 177%, with reactions rising by 218%. In addition, LinkedIn engagement increased by 427%, average reach rose a staggering 5500%, and their gained followers rate improved by 103%. And finally, Instagram’s engagement rate improved by 35%, and profile interactions increased by 20%.

Publisher Vigilante Marketing

Content Maxxwel Marketing

Designer Vanessa Rusu Design Studio

Developer Peter Vigilante

Marketing Manager Christine Ginther

PPC Manager Katie Neudecker

SEO Manager Latifa Ibrahim

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