ARCpoint Labs: Making Workplace Wellness & Drug Testing a National Conversation
ARCpoint Labs is a national provider of drug, alcohol and DNA testing, as well as corporate wellness programs and employment screenings. We went from providing online marketing services to one franchise location to providing full-service marketing solutions at the national level.
Our first ARCpoint Labs client was a local franchisee. After initial local success, we were introduced to the franchise marketing director to help with SEO. Since then, our professional relationship with ARCpoint Labs has grown exponentially as we’ve taken on social media, web design and much more for franchise locations across the country.
- Multiple packages designed to fit franchisor & franchisee goals
- Business listings for local presence
- Pay-per-click advertising
- On-page optimization with four separate content sets for locations within 20 miles of each other to ensure that Google won’t prevent multiple location sites from showing up in search results
- Five blogs representing ARCpoint Labs’ different services
- Franchise-wide social media management for Facebook and Twitter, as well as national Facebook advertising
Increase in phone calls over 18 months
Increase in daily Facebook post impressions quarter-over-quarter
Increase in Facebook post engagement month-over-month
Increase in unique website visits year-over-year
Multi-Site Web Development
When a franchise has as many locations as ARCpoint Labs does, finding a website solution that works on both a functional and marketing standpoint can be challenging. We created individual location sites all with a centralized login feature, making it easy for the franchisor to monitor and update all sites when needed. Our back-end website programming even allows for convenient universal content updates. We’ve added innovative site functionality, like the search a lab test section, that helps consumers easily find what they are looking for.
These features allow the flexibility for franchisees to customize their location sites for a strong local presence with coupons, hours, vendors, memberships and specials, while still ensuring franchise brand consistency. Currently, we’re working on several new website redesigns to reflect ARCpoint’s evolution as a brand, including ARCpoint Occupational Solutions and ARCpoint Diagnostics.
Search Engine Optimization
Getting your website seen at the top of the search results page is essential in attracting clients–they can’t use your service if they can’t find you. Our online marketing team developed strategic optimization aimed at high-volume search terms in the competitive drug, alcohol, DNA and lab testing industry. Our custom uploader and location shortcodes enabled us to easily make universal content changes. We also developed four different sets of content for franchise locations within a 20-mile radius of each other. This was to ensure that Google’s filtering of nearby locations would not negatively impact the local presence of any franchisee.
We have optimized our PPC program for quick franchisee onboarding and a consistent PPC strategy. Our PPC program is not a “set it and forget it” method. We closely monitor all paid ads and regularly make necessary adjustments to ensure that all franchisees get cost-effective services and an optimized ROI.
Our strategy to help each franchisee improve local online presence includes the claiming or creating of core business listings and ensuring a consistent name, address, phone number and URL (NAPU) across all listings for improved search results and higher conversion rates.
Brand-Consistent Social Media Campaigns
We were first approached by the ARCpoint Labs marketing director to implement a franchise-wide social media program to ensure that brand standards are met in all social media posts, images, infographics and advertising. Our goals with this new social media program were to improve engagement and increase brand awareness and consistency across all locations and platforms.
We created strategic editorial calendars and posting plans to ensure that all aspects of the core business and all new verticals are represented. As each franchise location provides different services, we created multiple posting groups to ensure that each location only receives posts for services that it offers.
In addition to managing all Facebook and Twitter pages for every location, we also run nationwide Facebook advertising campaigns that have resulted in more social media engagement, website traffic, and increased revenues system wide.