Case Studies
Client Needs
Strategy
My strategy for the client used long-term focused tactics, which included SEO planning and growth, a continuous SEM campaign to help create an edge over competitors, and also an automated email campaign system to encourage customer retention.
SEO Growth
The SEO plan involved performing standard website optimization, and also connecting their Shopify platform to Google’s shopping system. I also used keyword research tools to identify which keywords the competition ranked highly for in organic search results, and worked with my team to create content expansion for the website. The content added to the website included more robust product information, improved information about the company, and also regular blog posts that featured industry and product news.
SEM Campaign
The SEM campaign targeted keywords related to the most popular and profitable products being sold by All Rags, and that were also being sold by the competition. I also utilized the company’s customer list and look-a-like lists to improve overall targeting and return on ad spend. I also began to use Google Ad’s advanced audience targeting features to improve the ROAS as well and increase overall potential customer reach.
Email Marketing
I worked with the client to establish an automated email campaign that would greet new customers who opted into the email system, and then regularly schedule out retention emails to them if they went a period of time without purchasing products at All Rags. I also worked to create a monthly newsletter that included sales, existing customer discounts, and advertise new products.
Results
The digital marketing strategy for All Rags was very successful, and the company achieved strong growth in online sales, organic search presence, and growing a loyal customer base. All Rags’ SEO also grew extensively, and far surpassed its major online competition in keyword search visibility. In addition to the client’s success, I also brought in over $320,000 in ad commission over four years for my employer.
Over Four Years
Online Sales
Search Visibility
Client Needs
Strategy
HPCS needed to focus their efforts on growth to a small localized area while targeting very specific demographics for their school, such as parents with particular incomes and goals for their children. My employer performed research studies on the target demographics to create personas that I was able to use.
Social Media Growth
I wanted to utilize HPCS’s existing social media presence and grow it to include more parents and education professionals in the local area to increase the brand awareness of HPCS and gain a larger organic following. There was also a lack of engagement with HPCS’s social media content from parents whose children were already enrolled at the school, and I worked with my coworkers to develop a content strategy to increase the engagement and sharing of content in an organic manner.
Social Media Marketing
In addition to organic social media growth for HPCS, I also ran a social media marketing campaign to increase the brand awareness and general public knowledge of the school in the area. This created a top-of-the-funnel tactic to help lead users to HPCS’s website and social media to do more research.
SEM Campaign
HPCS’s website was brand new and only beginning to build its SEO and organic search visibility compared to competing private schools in the area. I used a search ad campaign in order to help boost the performance of the website and to provide a bottom-of-the-funnel pathway for users interested in touring the school to find their way to the website for more information. This SEM campaign paired up well with the social media marketing to create a full-funnel strategy.
Results
My employer and myself ended up greatly exceeding HPCS’s expectations and helped them reach max capacity for student enrollment at the school within the first year of our partnership. Their social media presence and engagement also grew significantly, along with their brand awareness in the area.
Two Consecutive Years
Engagement Rate
Recall Rate
Client Needs
Strategy
Farmer Jones Farm quickly needed a lot of attention, so myself and my coworkers worked with them to develop a plan of action. The company decided to sell various produce and vegetable boxes to customers–using a similar model to meal kit shipping companies. My digital marketing strategy was a key component of this project, and focused on gaining as much attention and revenue as possible for the company as quickly as possible.
Social Media Marketing
Social media advertising presented the cheapest and fastest way to gain the attention of a national audience, especially during the pandemic. My coworkers and I worked on building target audience personas that I was able to then target on social media, and also retarget later. After some initial testing, I tuned the campaign towards reaching as many people as possible and generating a high ROAS.
Landing Page Engagement
The landing pages of this campaign were very important, especially when working with an ecommerce platform selling a subscription service. I performed various A/B testing based on different social media ad audiences, and found the best combination of landing pages that included information about the product and a call-to-action to make a purchase.
Results
Within the unique situation of the 2020 pandemic, the Farmer Jones Farm digital campaign performed very well. My team and I were able to deliver a quick turn around for the company to gain B2C revenue with high return on ad spend and overall growth of the brand among customers.
in Five Months
on Ad Spend
Rate from Ads
Website Designs
The following are a couple of the websites I have designed and developed during my time as both a web director and digital marketing director.
Ken Ratcliffe - Creative Director Portfolio
I had the honor of working with Ken Ratcliffe, the executive creative director for my former employer, and of also building his portfolio website. Ken is one of the best people I have ever worked with, and has an enormous passion for creative advertising and building unique, identifiable brands. He is a veteran of the industry, and has worked with brands such as Heineken, TD Bank, Planet Fitness, Lipton Tea, and more.
Volvo Construction Equipment Blog
Volvo Construction Equipment is an international brand selling world class construction vehicles and related equipment. The United States branch of Volvo CE wanted to increase their brand awareness and contributions to the construction industry, which the Volvo CE blog helps facilitate. I worked closely with Volvo CE on the development of their blog website.
About Me
Meet Mika
Contact Information
I would love to hear from you! You can contact me by sending me an email at Mika.Hearn@outlook.com.
Mika Hearn – Copyright © 2025