Country: United States
Industry: Making a Difference
- Website Build
WSI Making a Difference Video link: https://player.vimeo.com/video/250321925 WSI Webinar Recording link: https://player.vimeo.com/video/251526860 Valero Energy Corporation is an international manufacturer of transportation fuels and other petrochemical products. A Fortune 500 company (ranked #37) based in San Antonio, Texas, with 10,000 employees, its assets include 15 petroleum refineries with a combined throughput capacity of approximately 3.1 million barrels per day making it the world’s largest independent refiner. In 2011 Valero Energy Corporation acquired Chevron Corporation’s UK and Ireland refining and marketing business and the Texaco brand is licensed to Valero in these markets.
Increase web orders and revenue generation. – This is a B2C business, selling kerosene home heating oil, delivered to consumer homes. – Competitive Price Driven vertical. – Valero differentiates on fuel quality and nationwide delivery – not on price – which is a challenge for our lead gen program. – Most customers fill their tank twice a year. – Currently the web channel accounts for just 15% of all revenue.
Uncovering the opportunity 1. Discovery Workshop: – Collaborative brainstorming session, led by WSI to understand the business and identify pain points. 2. Research & Analysis: – Conducted by the WSI team, a full analysis of Texoil’s online collateral & the discovery of possible growth opportunities. 3. Findings & Recommendations Workshop: – A final workshop where we present our findings & recommended strategy and road map. Services Proposed (Year One) – Conversion Architecture – SEO Program – Paid Search – Total Fees – Digital Media Although the forcasted revenue growth numbers supported the investment, the client needed some sort of proof that the numbers were attainable. Benefits of a Pilot approach It is our experience that a pilot project can be a great way to sell larger engagements. Typically this is a low risk, lower cost but high value assignment. The client gets to see us in action as consultants and we are now on their preferred vendor list. 12 week pilot program: – The objective was to generate real results and validate the ROI assumptions that we had made in our discovery assignment.
Pilot Campaign KPIs Campaign Duration: 12 weeks Program Visits 12 Week Program Target: 3,750 4 Week Target: 1,250 Conversion Rate 12 Week Program Target: 5.80% 4 Week Target: 5.80% Total Sales 12 Week Program Target: 217 4 Week Target: 72 % of Goal 12 Week Program Target: 100% 4 Week Target: 33% Return on Investment (ROI) 12 Week Program Target: 4 Week Target: 5x
PPT Presentation download: http://downloads.mapssystem.net/THOBulletins2017/WSIMakingADifference_TexacoPresentation.pptx