The Saint Consulting Group
Who they are:
The Saint Consulting Group specializes in winning zoning and land-use battles. Since 1983, as the climate for development has become increasingly fraught with opposition, we have assembled a staff of successful political strategists, media executives, and attorneys, who understand what drives decision-making in government, communities and the real estate marketplace.
A brief background:
Going into the project there were some really positive aspects in working with this client. The Saint Consulting Group (TSCG) was already doing an excellent job on their own using social media on a client-by-client basis dealing with various land use issues. Besides individual projects within the company multiple officers and managers are using social media tools on a personal level with great success. The biggest positive was that for the last few years TSCG has been creating absolutely amazing content on their blog, the Saint Report. From a content aspect Saint has a major advantage because of the amount of contributors with journalism backgrounds.
So what did they need us for?
From a company level their social media presence was a little fractured, their blog was on a TypePad install on another site away from the main domain. Not having the blog on the same domain hurt potential search engine results also it wasted backlinks into the website. Additionally their blog didn’t tie into their main corporate site very well and vice versa, blog readers were unable to really discover what Saint had to offer.
Social media wise they had these various individual accounts but didn’t have anything built around the corporate brand. They did a good job individually branding specific people within the company, a good thing considering how many areas they cover. The drawback though was that it hurt the company overall because their message was a bit fractured. Saint needed a uniting voice to act as a traffic cop and point people to the individuals based off interest but also act as an aggregation point and a main contact point.
What we did:
We moved their website and blog onto one platform and one domain redirecting the link structure of the old blog into the new site. Once they were on the new platform we did an overhaul on their search engine strategy.
Social media wise we set up outposts for the company that acted as aggregation points as well as a strong central voice. We set up mechanisms to update these profiles from a central point. We targeted communities where Saint staff members should participate and targeted an audience to reach out to through various means in the social media space.
Results:
Saint has seen an increase in traffic each month since the overhaul of their sites. Additionally they have seen a consistent increase in search results per month. Their social media profiles have also increased at a rapid rate with their Twitter account going from under 100 followers at the start of the campaign to well over 5,000, including individuals with close to 10,000 followers.
With the focused search engine optimization, best practices in place, and an ongoing social media push combined with the already strong personal brands established by staff members the blog saw a major subscriber increase over our time working together. It was evident that we were getting their great content in front of the right people. Doing so increased brand recognition, engaged potential customers in their content, and helped further establish their voice as thought leaders in their industry.
