World Options

Case Study

World Options is a shipping solutions provider, hosting an online courier comparison portal for SMEs that is designed to save companies time and money. Additionally, the brand sells World Options franchises, with franchisees working to build relationships with businesses that require shipping services.

The Brief

World Options

World Options came to I-COM looking for a new website and a brand marketing campaign, with the goals of:

  • Developing brand-name awareness
  • Increasing the number of B2B customers using the online portal
  • Increasing the number of franchisees

The Approach

World Options

We devised a fully-integrated digital marketing campaign that incorporated SEO, Content Marketing, PR & Outreach and PPC & Paid Advertising to accompany the launch of an SEO-friendly website that we designed and built.

The campaign was curated to appeal to both potential franchisees and the target B2B customers, with the aim of:

  • Increasing goal conversions
  • Driving paid and organic traffic
  • Securing links to the website
  • Generating brand citations
  • Demonstrating expertise and thought leadership

Additionally, we provided ongoing CRO and marginal gains consultancy, along with Hubspot email marketing training and design.

The Execution

World Options

Franchisee-focused work centred around the creation and promotion of an e-book: ‘A Guide to Leaving the Rat Race Behind and Working For Yourself’, designed to attract World Options' entrepreneurial target audience.

This was outreached to the media with newsworthy statistics, press releases, thought leadership and commentary pieces generated by our PR and Outreach team.

We also designed, created and promoted games, quizzes and infographics to engage both potential franchisees and SMEs who need shipping services.

Finally, SEO activities included:

  • Growing-long tail traffic through the provision of quality, targeted advice content
  • Building new citations and curating links


Interactive Map


Blog Posts

The Results

World Options

As a result of our activities, we produced:

  • 68% increase in franchisees
  • 432% increase in impressions
  • 616% increase in clicks
  • 78% increase in brand impressions
  • 1,989% increase in non-brand impressions
  • 83% increase in PPC conversion rate
  • 137% increase in goal completions
  • Over 50 pieces of secured press coverage with links
Increase in Non-brand Impressions
Increase in Franchisees
Increase in Clicks

A successful digital marketing strategy means you need a creative, experienced and dedicated team behind you. At I-COM, we go above and beyond to ensure our clients achieve their goals on a daily basis.

From copywriting to PPC, SEO to design, web builds to PR - our Manchester-based specialists are ready and waiting to consult with you on your digital marketing needs, no matter your KPIs or goals.

No matter your budget, with over 20-years' worth of experience we know how to assess your business, understand your requirements and apply our skills to create a bespoke plan that will get you the results you deserve.

Our award-winning team is at the ready to offer you a free consultation. So why wait? Get in touch today using the form below.

Digital Marketing Specialists

We are I-COM

Formed in 2004, we have grown to be one of Manchester's largest independent digital marketing agencies.

With a large in-house team of specialists we provide a range of digital services including web designweb developmentdigital marketingSEObrandingcontent marketingPR and outreachsocial media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.