Oregon Duck Store

Goals:

  • Improve brand awareness
  • Keep up with the competition including the large national retailers
  • Achieve a high conversion rate
  • Generate demand for University of Oregon branded products
  • Generate revenue through traffic

Results:

  • Established The Duck Store as a leader in University of Oregon branded products
  • Total ROI was 374.28%
  • Produced an average conversion rate of 7.92%
  • Campaign for "I Love My Ducks" achieved an ROI of 868%
  • Sales up 80% for the year
  • Store continues to see a 40-50% growth in sales each month

"We have seen great success in our PPC campaigns. We were competing with big box college sportswear websites that have SEO and PPC teams working on maximizing their exposure. Working with the Volusion PPC team gave us the competitive edge we needed in order to turn our opportunity into sales."

The Duck Store has been the official college store for the University of Oregon since 1920. Its mission is to support the academic mission of the University of Oregon, provide students, faculty and staff the benefit of our non-profit structure and make attending and working at the university convenient. They strive to provide the best retail experience for students, faculty, staff, alumni & friends of the University of Oregon.

The Challenge
The site launched August 31, 2010. When they made the decision to work with Volusion, they had a few short months to get the implementation complete and their goal was to be completely launched by the start of the Oregon Ducks football season. The timeline was aggressive and it took a lot of hard work by their internal team as well as the Volusion team, but the job was done well.

The Duck Store realized fairly early that the Oregon Ducks Football team was on the road to the BCS Championship, and they wanted to be sure to maximize their national exposure and capture as many new customers as possible. They knew that one of the ways they could achieve results was to implement a more aggressive PPC campaign, which is what led them to choose the Volusion PPC team.

When The Duck Store came to Volusion at the end of November they had gone 11-0 and had just one game left in the regular season- the infamous intrastate rivalry game against Oregon State (known as The Civil War by fans of both teams). Volusion got their PPC campaign up and running right before the University of Oregon trounced the Oregon State Beavers with a score of 37-20, and then they focused on bigger things- Pac 10 Champions gear and BCS bound apparel.

The Outcome
The University of Oregon made their first ever National Championship game appearance and lost, but that doesn't mean that they didn't clean up in retail sales. They had an almost 10% conversion rate from their BCS branded gear- competing with huge national retailers like FansEdge.com, CollegeFootballStore.com, and FootballFanatics.com. Due to the great work of the Volusion PPC team, The Duck Store is currently up 80% for the year and even in the months since the BCS game, they've seen stable increases of about 40-50% per month.

"We have seen great success in our PPC campaigns. We were competing with big box college sportswear websites that have SEO and PPC teams working on maximizing their exposure. Working with the Volusion PPC team gave us the competitive edge we needed in order to turn our opportunity into sales."

"I Love My Ducks" is a YouTube video released by the University of Oregon student musical group "Supwitchugirl?" that quickly became an internet sensation. The Duck Store is the only officially licensed online retailer of "I Love My Ducks" apparel and gear and even got one of the band members (Jamie Slade) to model one of the shirts for their site. Since this was a definite competitive advantage the Volusion PPC team made sure to develop keywords and run ads for this "I Love My Ducks" category. The conversion rate was almost 10% for this category and it boasted an astonishing 868% ROI.

Overall, The Duck Store has had impressive numbers in their PPC campaign. Their overall ROI is 374.28% with an average conversion rate of 7.92%. As the team works on the PPC campaign, they continue to update the keywords and ads based on seasonality- football season, holiday shopping season, basketball season, spring new arrivals, and baseball season. There is no doubt that the Volusion PPC team has helped The Duck Store achieve great success.

Thank you to The Duck Store for sharing their experience with the Volusion PPC team and congrats on a successful campaign.