Heart FM Case Study
Heart FM is a leading radio station based in Cape Town. We have been supporting their on going digital efforts since 2013 which has resulted in significant growth for the brand both online and offline.
Heart FM management were struggling to derive meaningful results from their online efforts when we were first contacted back in 2013. Their existing provider lacked the digital expertise and experience to helped them grow further and they were looking for a way to both improve their presence while gaining more ownership of their properties.
When we first examined the website, we noticed that their were a number of issues inhibiting the brands ability to gain exposure in the search engines along with a number of opportunities to improve the experience for users that had been missed.
Radio is a fast moving industry and the existing agency struggled to match the quicker turnaround times demanded by the industry. Updates at this point were mailed out to the existing supplier, which introduced delays in the loop from ideation to publication.
We took a holistic approach to improving the Heart FM online presence by starting with the technical platform. After significant investigation we found areas where they could significantly improve their search presence, which resulted in an almost immediate increase in traffic of around 300%.
Content ownership and internal skill acquisition were important metrics for the Heart team and we assisted by gradually moving more and more of the content management over to their team. Group workshops and 1-on-1 sessions were used to ensure that stakeholders were properly trained and processes were documented to ensure that there would be continuity within the company.
A number of content experiments and A/B tests were run to see where we could improve the overall user experience for the users, which resulted in changes, that brought meaningful results.
All the content management and day-to-day running of the web and social media channels are now done internally by team members with the benefit of the fast turn around that you get by moving in-house.
The online traffic continues to grow consistently and user engagement on the various platforms has increased to reflect the quality of the content being created.
Digital and traditional media now work hand in hand to grow the brand presence and improve the ROI of brand activations.
Toni O’Connell, Head of Brand, Heart FM
The service provided is exceptional by Sem Zoom. Nothing is too much to ask for. Always feel as though they are part of our company and very solution driven. Baadier is great!
Unity Ruiters, PR and Communications, Heart FM
I can highly recommend SEM Zoom especially for the company's experience in the digital marketing and website development fields.
I recently had the privilege of working with them on a newsletter and to date sign ups have exponentially increased! They've also taken our website and its capabilities to the next level.
Best part is they're friendly, efficient and always willing to go the extra mile!