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SERVICE EVALUATION CONCEPTS

Breathing New Life into a Brand, Untouched for Over 20 Years.
Service Evaluation Concepts

Increase in Web Users

ABOUT

Service Evaluation Concepts is a New York-based, Global Market Research Agency specialising in mystery shopping, measuring human capital, and brand experience consultancy dedicated to helping any business to measure, analyse, and improve employee engagement and customer experience. For over 35 years, Service Evaluation Concepts has helped brands understand how people engage with their businesses, partnering with iconic retail brands like Louis Vuitton, Cartier, LEGO and more.

THE BRIEF

Unlocking the power of a Global Giant

Invanity were first introduced to Service Evaluation Concepts in July 2022 by partner company InsideOut (now Harte Hanks). Their director, Arcadio Roselli, was looking for a way to revamp lead generation for his business and was quickly sent our way to get his marketing, assets and collateral updated. 

 

After 35 years of service, the business was facing its biggest challenge yet. They’d only just sealed an international acquisition and required a surge of high-quality enquiries to accelerate their bottom line. We soon learned that their challenges stemmed back further than met the eye – this was their first attempt at marketing since 2002. The brand was relying on client advocacy and word-of-mouth referrals. Untouched for over 20 years, their marketing materials were now unconsolidated and mixed up across twenty-ish domains and hundreds of old documents. That left us with three clear goals:

Update and untangle

UPDATE AND UNTANGLE SERVICE EVALUATION CONCEPTS’ ASSETS AND BUSINESS CONCEPT. 

Build a Brand

BUILD A NEW BRAND THAT REFLECTED SERVICE EVALUATION CONCEPTS’ VALUES   

Money Pig


DRIVE GENUINE, NET-NEW SALES OPPORTUNITIES

3x

INCREASE IN GOOGLE SEARCH IMPRESSIONS

2.8X

Increase in website Traffic

3.2X

Increase in enquiries

4.8X

Increase in Sales Qualified leads

HOW WE ACHIEVED THE RESULTS

Our number one priority for Service Evaluation Concepts was to breathe new life Into Their Brand. But How?

Messaging and Targeting

BRANDING AND MESSAGING

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WEBSITE DEVELOPMENT

Lead Generation

Lead Generation

BRANDING AND MESSAGING

We started by blowing the dust off their 20-year-old branding materials and marketing assets, extracting as much value as we could feasibly take. COVID had hugely impacted the business of mystery shopping and buyer expectations had now changed, which made it hard to get a pulse out of the existing messaging. We started from scratch, redesigning the brand with a New York City-themed styling, a slick tagline and fresh core messaging, all designed to sell SEC in the cleanest, sexiest way possible. 

WEBSITE DEVELOPMENT

Once the SEC brand was suitably ‘freshened up’ for the modern day, we turned our attention to their audience. Who needs mystery shopping right now? What are their priorities? How can we engage them on a personal level? Combining our fresh branding with a new-look Ideal Customer Profile (ICP) and tone of voice, we laid the foundations for a new site structure. We needed to create an informative resource for visitors, re-nurtured leads, and those who would engage with the website from our PPC and SEO campaigns.

 

With a fairly narrow keyword basket, we added new-look “service” and “industry” pages to broaden our reach. These added powerful, sector-specific H1s to our strategy like “Retail Mystery Shopping” and “Hotel Mystery Shopping”. This would lay the foundation for our ongoing optimisation work and allow us to capture targeted traffic from a broad range of industries. 

WHAT NEXT?

Service Evaluation Concepts have now officially fully outsourced their marketing to Invanity. As part of the next phase in our partnership, we’re looking to help Service Evaluation Concepts grow their digital footprint in the US, driving high-quality prospects, new revenue and net-new business.

We’re expecting PPC to do the majority of the heavy lifting, but the year will be primarily focused on activating their SEO and topic cluster strategy, bringing their search visibility to new highs with continual keyword ranking and clean, on-page optimisation.

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