Toast & Jams DJs:
A Case Study
How The Get Social YEG Team Helped Drive Organic Traffic And Conversions For A Wedding DJ Company In Chicago
In this case study, we’ll illustrate how Get Social YEG, a growth-oriented and experienced Edmonton SEO company, took advantage of a unique opportunity to work with one of the most influential wedding DJ companies in the Chicago area, Toast & Jam. Through dedicated effort and collaboration, we were able to boost their open and click rates for their email newsletter, increase their organic conversions, drive more organic traffic, and boost their organic Google search position in just one year.
We started working with Toast & Jam in the Spring of 2022. They had an independent social media marketing team, but needed help with improving their Local SEO and with leveraging their email list.
About Toast & Jam
Toast & Jam was founded by CEO Mary Nisi in 2005 – and marketing her business looked a little different back then.
In Mary’s own words, getting started was fairly brazen – she had just quit her day job at the time and bought an ad in Chicago Brides magazine. The ad really gave Mary the traction she needed. Of course, this was nearly 20 years ago, and to market a wedding service, business owners had to ensure they got a good spot in a reputable and popular paper wedding magazine.
Mary even made 100 tiny little jam jars and used a ribbon and hole-punch to attach her business cards. She hit the streets and took them around to all the venues and vendor storefronts to ensure she made a memorable impression – and it worked.
Now, she’s DJ’d for the likes of former U.S. President Barack Obama and has grown Toast & Jam to a team of over 15 DJs and admin staff.
Toast & Jam specializes in making the weddings they DJ a part of their clients’ family lore. They work closely with their clients to create customized playlists that reflect their tastes – and leverage their expertise to create perfectly planned and well-timed soundtracks that appeal to every guest. It’s a party, after all!
Wedding DJ competition in the city of Chicago is fierce. With a small client lifetime, over 100 reputable wedding DJs, and close to 130 wedding venues – making an impression on the right people at the right time can be a daunting task.
Toast & Jam also wanted to create more widespread knowledge of their other services, like their wildly popular photo booths, fun lighting add-ons, cannons, and more!
At the core of it, while Toast & Jam’s social media team was well-versed in their craft, the effort of also putting dedicated energy into Local SEO and email marketing just wasn’t feasible for them.
Toast & Jam needed a professional marketing agency with access to high-quality search engine optimization tools, an experienced in-house team, powerful analytics – and decades of experience.
Our client partnered with Get Social YEG to benefit from the skillset of a full-service marketing agency. Their goal was to boost search engine rankings for their local area and market their services through email marketing more intentionally.
Through our strategic discovery process, we came up with a content marketing plan that not only effectively communicated with the Toast & Jam ideal customer in a heartwarming and funny way via their blog, but also categorically improved their search engine rankings.
Organic Search & Conversions
With dedicated effort, Toast & Jam saw an X increase in goal completions (or tracked website form submissions) from the previous period.
The total number of website visits from organic search for May 2021 to May 2023 saw a total increase of X
From 2022 to 2023, X of visit sessions were from new users, which represented a Y overall increase.
Finally, our client’s overall Google search position average is 23.2. This represents an increase of 5% from 2021-2022. This average number includes over 4,500 keywords – many of which are on page 1 of Google search results.
When it comes to email, we implemented a fun monthly newsletter that covered everything from Toast & Jam news, staff birthdays, cool new venues, review roundups, and more.
We were able to grow the newsletter subscriber rate to an average of 9.67%, boosted the click-through rate to 2.96%, and we brought her open rate up to a stunning 44.71%, which is about twice the amount of the standard average for open rates across all industries!
Through effective and personalized collaboration with Mary and her team, we were able to drive growth even considering the short lifecycle of Toast & Jam wedding clients and considering the competitive landscape of Chicago’s wedding industry.
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