In response to the organic search disruption caused by Google’s Panda and Penguin algorithm updates of 2011 and 2012, serial entrepreneur Brian Coryat, founder of ValueClick (Nasdaq: VCLK), recognized an opportunity.
The LML team participated in our brand strategy workshop, we then interviewed a collection of their customers, researched competitors, and delivered the brand positioning statement, “Your Business First!” The statement was framed for business owners large and small who value being at the top in their local market.
Brian seed-funded Local Market Launch and it’s product platform, Local Search Optimization, which offered a single resource for business listings management through a network of directory publishers. The challenge in ‘011-‘012 was communicating to the small and medium-sized businesses that this online service was something they needed.
It was discovered for local business searches a consistent NAP (name/address/phone), along with enhanced data such as hours of operation, videos, and images across directory listing increased organic search ranking results. However, populating that data across 100’s of directories such as Google+, Bing Local, Yahoo! Local, Insider Pages, Kudzu, Manta, Super Pages was complicated and labor intensive.
Porter designed a new brand identity system and provided design and creative direction to the marketing team to develop a new informational website and SaaS platform, along with related marketing and investor collateral.