The Challenge and Our Approach

Freedom Communications & Management (FCM) needed brand awareness campaign materials for two services launched in 2022. For each service, FCM required one social media post, one webpage, and one printable handout. TCWS designed all creative materials and provided copywriting. TCWS also handled the design of the webpages, as well as the configuration of trackable URLs and, QR Codes for data collection in Google Analytics. The final creative products are professional, eye-catching, and include a method for analyzing website traffic generated by each individual item. The end result is that FCM can determine which marketing materials are most successful at improving brand awareness.

Metrics & Data Collection for Brand Awareness

It is important to measure the success of marketing materials in any marketing campaign, including those growing brand awareness. TCWS defined website traffic generated by the marketing materials as a key metric to measure ROI. If a potential customer is interested enough in marketing material to visit a website, they are more likely to be aware of brand offerings. In order to measure website traffic, TCWS created a unique trackable URL code for each printable handout, via QR Code, and social media post caption. When an FCM customer follows the URL, Google Analytics is able to determine exactly which marketing material referred the customer to the website. Ultimately, FCM can determine which marketing materials are improving brand awareness and which ones are not.

The Results, According to the Data

The social media posts referred nearly 35% of website traffic during a 30-day period. In contrast, the printed handouts generated very little traffic. Obviously, the social media marketing materials were more successful at referring website traffic. Going forward, our recommendation to FCM is to invest a more into creating social media content, perhaps having multiple social media posts of a longer period.