AA Asphalt Case Study

Digital marketing and asphalting don’t typically land in the same sentence. It’s rough, gritty work. They’ve got roads to fix, so who wants to think about a website when there’s a pothole the size of a beach ball on I-5? Well, M&P is made for digital asphalt patching.
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AA Asphalt Case Study

the challenge

They’ll Patch Up Your Roads. But Who Patches Up Their Website?

Business for AA Asphalting wasn’t hurting. After all, they operate mostly from government contracts. Who needs a quality website when you spend your day submitting RFPs?

But new business wasn’t the issue AA Asphalting was having. The challenge was getting enough staff to fill the numerous jobs throughout Washington state. Attracting new talent does take a quality website – that’s where M&P comes in to save the day.

While still highlighting the quality services AA Asphalting provides, our team worked with the entire company to develop a robust, engaging, and compelling website that highlighted the company culture and benefits for employees, rather than prospective buyers!

Services Mission Summary

Social Media
  • Launch all social media channels from Facebook to Instagram and LinkedIn.
  • Create content that highlights the company culture of AA Asphalting in an engaging and fun way.
  • Optimize the delivery and descriptions of content to maximize reach for the new accounts with minimal following.
Website Design
  • Update the look and feel of the website to better align with the modern user experience.
  • Embody the company ethos with content and calls-to-action throughout the website.
  • Create pages that drive potential employees to submit applications online.
SEO
  • Structure the new website to rank highly for job-related keywords like “foreman” and “flagger.”
  • Outrank local competition in search for general keywords like “asphalt patching service.”
  • Improve site speed by ensuring image compression and JavaScript minification.
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The M&P Impact

+50% Web Traffic

+57% Search Traffic

+28% Applications

+564% Web Engagement

+354% Social Reach

133% Campaign ROI

OUR WEBSITE DESIGN STRATEGY​

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Tone & Tagline Development
Nothing like a good tagline to really drive people to take action. Developing your unique voice on your website is SO often overlooked by brands. Websites are filled with hollow, corporate jargon. AA Asphalting found the funny side of being in asphalt, so we tailored a funny, fun-loving tone to compel people to join the team.
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Target Persona Development
Tired of a website the generic, uninspiring content? So are we. That’s why we always kick off websites by defining the target audience. Who are they? What are they looking for? For AA Asphalting, it was the simple task of compelling young people (18 – 27) to join the team.
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Website Build & Launch
After the research is done and the creative is finalized, we’re ready to start building! Our process of development for websites, it’s a seamless process when we get to building. For AA, we created a fun, compelling, applicant-driving machine!

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