Case Study

Worksite Labs

Situation

To continue the momentum of a successful brand and website refresh Dotted Line completed in late 2020, Worksite Labs, a fast-growing start-up company offering a unique, on-site lab model for molecular (PCR) COVID-19 testing, tapped us to provide full service marketing support. They looked to Dotted Line to position the company as a leader in the testing space, tap into new markets through increased brand awareness and grow revenue by reaching consumers directly.

Approach

As Worksite Labs’ marketing partner, Dotted Line provides staff-augmented marketing leadership through a dedicated Marketing Director who, supported by the Dotted Line team, drives marketing strategy and oversight for the organization. Creative campaigns are focused on reaching both B2B and B2C targets through strategic content creation (blogs, email and social) as well as paid media (SEM, social and digital display).

To ensure consistent brand visuals and messaging, Dotted Line also developed Brand Guidelines that are utilized in all communications, including the planning, creation and production of materials for events and site launches. And to make certain we get as much coverage for Worksite Labs as possible, we provide strategic media relations support to fully promote every occasion.

Outcome

Since June 2021, Worksite Labs has seen a 360% increase in their website traffic. Dotted Line helped establish a social presence on Facebook, LinkedIn, Twitter, and Instagram, which continues to grow. Our B2C email campaign reached 200,000 people and led to thousands of clicks to the website. Paid advertisements perform consistently above benchmark, leading to thousands of conversions. Our campaigns have diversified site traffic to be over 50% international air travelers (Worksite Labs was initially exclusive to Hawaiian Airlines) in 2-months, delivering about 5,000 tests per month. We’ve secured over 15 media pickups in publication and TV in three months.

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