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Client
  • Smith System

Helping a school furniture company graduate to category leader

Overview

Smith System manufactures classroom, library, and computer furniture specifically designed for teaching and technology. Smith System has a number of target audiences, both purchasers and influencers with varying perspective and needs. These include, but are not limited to, school board members, principals, superintendents, teachers, architects, dealers, and facility managers.

The company has been a supplier to schools around the country, and internationally, for more than 100 years. As Smith System’s marketplace has evolved, Risdall’s work has evolved as well.

Results
YOY
site traffic increase
300%
increase in organic conversions

Approach

By performing a category segmentation analysis, we were able to help Smith System determine where to focus its budget. We identified the most important audiences based on their lifetime value and their influence on the school furniture buying process. We determined that if we can help them design their classrooms, they will buy the whole package.

Classroom

Solution

We built the centerpiece of Smith System’s marketing efforts – a robust web presence. It provides contextual browsing of furniture in classroom settings and maintains a focus on design aesthetic and inspiration, allowing furniture options to be filtered by user perspective. 

Robust administration functionality allows the website managers to easily make changes throughout the site. In addition to complex product configurations, site administrators can implement pop-up notices, contact forms, and heavily customized landing pages all through the administration system without additional developer assistance.

Through continued dedication to SEO, technical site optimization and robust content creation, the information and thought leadership necessary for engaging the wide array of decision-makers is available at the right time in the customer buying process. 

Other marketing efforts have included email marketing, media engagement, digital banner advertising, and search engine marketing along with offline advertising and events.

Results

Smith System continues to see robust sales growth. Overall conversions increase YOY and organic conversions are triple the previous site’s with higher traffic quality and engagement.