Shifting the narrative in an overly-negative political climate
Balance public perception surrounding the recyclability and environmental effect of polystyrene foam products by serving as a resource for the media and policymakers to correct industry misconceptions.
Website design & development (Drupal)
Brand strategy & identity
Search engine optimization (SEO)
Search engine marketing (SEM)
Social media strategy, management & advertising
Through a comprehensive SEO effort, we were able to catapult the Home for Foam website, along with multiple sites for the foam advocacy efforts, into the top 10 in Google searches for more than 400 foam-related keywords. Altogether, the websites and microsites have experienced more than 1.2 million visits since 2012, with digital advertising efforts providing over 21,000 new visits to these sites each month.
Our efforts to get these websites into the top 10 of search results have gained traction with media outlets such as The Washington Business Journal, which linked to the microsites in news articles on both a local and national scale. This inbound link traffic led to a tremendous growth in online communities discussing the issue on social media with a more informed and diplomatic approach.