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CLIENT: U.S. POTATO BOARDThe U.S. Potato Board is a national commodity board responsible for marketing and research for the potato industry. They are supported by potato growers nation-wide with the goal of boosting potato consumption by promoting nutritional benefits, recipes and tips for consumers, retailers, food service and manufacturers. |
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CHALLENGE: PERCEPTION MANAGEMENTTo increase online visibility and content engagement with the goal of dispelling negative health associations and inspire new ways to prepare potatoes. |
THE APPROACHRebuilt the U.S. Potato Board website with navigation that helps each target segment easily find the information relevant to their needs. Incorporated Performance by Design™ principles to ensure SEO effectiveness, message relevance and ease of use. |
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RESULTSSince launching the new website, www.potatogoodness.com monthly site traffic is up 214%, organic conversions are up 39% and cost per lead is down 35%. The site currently ranks on the top two pages for nearly 3500 keywords vs. just 450 prior to launch. |
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