Case Study: G&A Partners

Case Study: G&A Partners

A leading provider of outsourced HR, benefits, and payroll services.

THE CLIENT

Headquartered in Houston, Texas, with supporting offices across the country, G&A Partners is the 15th largest Professional Employer Organization (PEO) in the nation. The company outshines its competitors online through a deep reserve of indispensable content in a variety of mediums that appeals to both current clients and the wider HR industry.

The Challenge

We joined forces with G&A Partners in 2014, thereafter garnering significant national coverage and building a strong online presence for the brand. In 2018, G&A brought a new initiative to the table. The company wanted to improve its overall digital marketing conversion numbers while also increasing its brand equity as an industry thought leader. Our omnichannel approach fit the project perfectly.

G & A Partner - Time to grow
G & A Approach

The Approach

Nearly every department at Integrate Agency contributed to the formulation of our integrated strategy. We sought to combine our existing PR and social media efforts with an aggressive pay-per-click (PPC) campaign, a multi-tiered email marketing plan, and content creation that simultaneously leveraged our search engine optimization (SEO) expertise and G&A Partners’ extensive content assets.

The Execution

To complete this project, we deployed a PPC campaign using SEO research that included a deep semantic dive into top key phrases. We also crafted a multi-tiered email marketing plan based on a nuanced understanding of the buyer’s journey. Users enter the sales funnel in a variety of ways, so our multilevel approach accounted for diverse user experiences. The strategy behind our long-term content calendar development aligned with the goals of the e-mail marketing and PPC teams. We planned blog posts and landing pages that ensured a consistent brand experience across all channels.

G & A the Execution

The Results

By focusing on targeted and strategic amplification tactics, we helped G&A Partners leverage their content more effectively to attract increased site activity and interest form submissions from qualified leads. G&A Partners achieved the following quarter-over-quarter improvements:

Pay-Per-Click

31% decrease in PPC cost-to-acquire and a 21% decrease in PPC cost-per-click while maintaining a higher than industry standard Click-Through-Rate.

Site Performance

16% reduction in overall site cost-to-acquire (from $215 to $180)

TAKEAWAYS

Our experience with G&A Partners beautifully illustrates how effective an omnichannel digital marketing approach can be. With our combined forces working in tandem – the PPC, email marketing, SEO, content creation, social media, and PR teams – Integrate Agency was able to meet and in some cases exceed G&A Partners’ expectations.

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