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Quick Hits
- Outdated Digital Presence: IPFS had a decades-old website and no digital presence. Competitors were taking advantage of the situation and capitalizing on their brand name.
- Departmental Clashes: IPFS’s various departments had complex, often competing needs and priorities.
- Digital Overhaul: FMK Agency overhauled and upgraded IPFS’s digital presence, digital marketing strategy, and tech stack to propel them to the front of their industry.
Challenges
Lack of Digital Visibility
IPFS had limited organic and paid reach, with competitors outperforming them on branded keywords. Their lack of investment in digital spaces led to lost opportunities and diminished brand recognition.
Outdated Digital Presence
IPFS’s website was functional but outdated, highlighting the need for a modern digital transformation strategy. With slow performance and a confusing user experience, the site disconnected and unintuitive for both internal and external users.
Disconnected Systems & Teams
Teams across IT, marketing, sales, and management used independent software, with no communication or integration. Inter-departmental coordination relied on manual, error-prone methods.
Evolving Sub-Brand Needs
AndDone, originally a small offshoot of IPFS, had grown into an independent brand. To scale, AndDone required operational autonomy while maintaining a connection to IPFS.
Overwhelmed Marketing Staff
IPFS’s marketing team was understaffed and overwhelmed, unable to keep up with the demands of managing a national brand and its sub-brand.
Comprehensive PPC & SEO Strategy
FMK Agency implemented a dual-track strategy. The PPC campaign recaptured branded keyword traffic, preventing competitors from capitalizing on IPFS’s name, and targeted high-value, low-competition keywords to boost conversions. The SEO strategy improved organic reach through technical enhancements, keyword optimization, and regular content updates, resulting in a significant traffic increase.
Modernized Digital Presence
FMK redesigned IPFS’s website to prioritize user experience, brand storytelling, and conversions. The new site featured intuitive navigation, modern aesthetics, and personalized conversion paths, aligning with IPFS’s tech-forward vision..png?width=300&name=IPFS_Case%20Study_02%20(1).png)
Integrated System with HubSpot
FMK consolidated IPFS’s teams onto a single HubSpot platform. This unified system improved collaboration, reduced errors, and streamlined workflows. FMK provided end-to-end support, from system ideation to training, ensuring a smooth transition.
Separated Business Units for AndDone
FMK helped IPFS and AndDone establish separate business units within HubSpot. This setup allowed AndDone to operate independently while maintaining visibility for IPFS stakeholders. Data and operations remained distinct, meeting the needs of both brands.
On-Demand Marketing Support
FMK functioned as an extension of IPFS’s marketing team, offering immediate, specialized support. From designing branded assets to creating SEO-driven content, FMK’s agile approach ensured no opportunity was missed, alleviating the burden on IPFS’s internal team.