Paid Media, SEO, Business Intelligence
The first Castelli cycling clothing was made in the 1910s for the world champion and five-time Giro champion Alfredo Binda. Castelli traces their roots back to 1876 to a tailor in Milan, Vittore Gianni. They have made leaps and bounds in the cycling industry throughout the years, creating the first ever aerodynamic Lycra® shorts for racing. Castelli continues to make quality riding clothing for riders, by riders.
Scope of Work with Castelli Cycling
Generate awareness via paid media for Castelli's full line of products among new and existing target customer segments in key markets. Increase direct sales of Castelli Cycling seasonal products and support new product awareness via social media and paid search.
Search Engine Optimization
Developed a keyword strategy that incorporates brand language and use that to inform recommendations for on-site content, blog posts, press releases, and social posts. Provide quarterly site audits to ensure compliance with best practices and search engine algorithm updates. Share recommendations to improve site content in order to maximize crawlability and indexability for our target keywords.
Customize Google Data Studio dashboards that update automatically so that stakeholders at Castelli can view campaign performance and analyze trends across counties and markets. Using data analytics, provide recommendations on how to best utilize ad spend during peak cycling season.