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Case study: IKFCQB

February 28, 2019

The IKF is an Israeli-based global provider of training and protection services to the military, security, civilian, police and corporate VIP sectors. 

 

The brief was to improve their website and create a global campaign to increase general awareness to promote an upcoming close protection course in Poland - delivering maximum results whilst adhering to a strict budget.

 

 

What was delivered:

 

  • New & improved website – launched within 3 weeks

  • Compiling scope for new website in-line with client’s brief & budget

  • Managing web design project from start to completion

  • Sourcing website builder

  • Creation of animated GIF & video to promote upcoming Close Protection Course

  • Manage Google Adwords campaign – 2 month campaign

  • Social media management – Facebook, post sharing across Twitter & Linked-in profiles

  • Blogs – Important of skills updates and Hiring a Bodyguard

  • Launch of Israeli Protection Services – blog on “Essential Guide when hiring a Close Protection Officer / Bodyguard” and social media campaign.

 

Website scope:

 

  • Improved navigation / design / fonts / appearance

  • Desktop, tablet & mobile responsive

  • Multiple language translation

  • Interactive homepage with promotional area and prominent call to actions for Close Protection course and Israeli Protection Services

  • Dedicated landing pages for Close Protection course and Israeli Protection Services

  • Creation of Wordpress templates to enable easy updating and new page creation

  • Clear corporate messages, organisation’s purpose and USP

  • New copy for main pages, including company mission statement

  • Course calendar / course information / online booking

  • Multi-currency payment facility

  • Tactical clothing store

  • Social media news feed

  • Chat box

  • SEO

  • Instructors’ experience gallery

  • Google analytics & Facebook pixel tracking

  • Registration area / sign-up for newsletters / integration with mailchimp

 

 

 

The Campaign

 

A series of videos and animated gifs were developed as part of the campaign, as well as a "why choose IKF" short animation:

 

 

 

 

 

Essential Guide on Hiring a Close Protection Officer or Bodyguard - Blog Article & Social Media Campaign

 

Link to blog

 

A 2500-word evergreen article was written covering 12 points around the subject of hiring bodyguards or close protection officers.  The target audiences of the article are those with security concerns; those considering employing personal protection – such as government officials, celebrities and the VIP community. 

The purpose of the article from a marketing perspective was to increase awareness of IKF’s Israeli Protection Services and attract attention of those in the industry who may have security training requirements.  Also, from a search engine perspective to increase visibility, rank and organic reach of the IKFCQB website. 

The Results

 

Website statistics – month 1

 

Users – 1.6K  (up 908) 127%

Sessions – 2.3K up 112%

New users 1.5K (up 794) 111% up

Social users up 47%

Direct users up 52%

Organic search up 176%

Referral up 130%

Goal conversions 155 (9.6% of traffic)

CPC average £0.52 / 705 clicks

 

Website statistics – month 2

 

Users – 1.7K  (up 120) 7%

Sessions – 2.4K up 9%

New users 1.6K (up 62) 4%

Social users down 3%

Direct users up 15%

Organic search up 14%

Referral down 38%

Goal conversions 294 (17.3% of traffic) up 89%

CPC average £0.30 / 825 clicks

 

Facebook – January Vs December

 

Post reach – 10335 impressions 1365% up 

Video views 740% up

Post engagements 3153 - 809% up

Page likes 178% up

Page views 161% up

 

 

 

 

 

 

 

 

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