What was Fisher Tank's Goal?
2) What was Fisher Tank's Strategy?
3) What were Fisher Tank's Objectives?
4) What were Fisher Tank's Tactics

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Have you ever heard of Fisher Tank Supply? You may not have heard of them, but they make welded steel tanks. In the past few years, this company overhauled several aspects of their marketing channels and internet presence. They utilized various forms of social media, content marketing on their site, and digital advertising on search engines. What drove this was Fisher Tank had decided it was in a competitive enough space that it wanted to not only stay competitive by increasing the amount of potential customer who knew about them, but potentially ramp up sales. But how to do that? It's not a common product people search for or know about. The company wasn't as well-known as it could be, especially for the array of products they offer, so how would they use digital and social to help them reach their goals? The first thing they did was launch an inbound marketing campaign. The idea was that potential new consumers would find the company through various channels such as on-site content, search engines, and social media. The company redesigned their entire website, updating the look and including more calls-to-action (like downloads of white papers, sign-ups, subscribers). They also integrated a live feed of social/blog posts to their site, established company social media profiles, and optimized the site with the right long-tail keywords to get Fisher found in more searches. Given the table on the righthand side showing the various metrics the company reported, you can assume that Fisher Tank felt their 1+ yearlong project was a success. When you combine this data with the descriptive information about their marketing campaign, you also can get a clearer picture of what their overarching Goal was, what Strategies they employed, which Objectives they measured, and which tangible tactics they carried out to make it all happen. Success Highlights 12 weeks after launching inbound marketing Overall web traffic 119% increase Organic (unpaid) search traffic Traffic from social media Lead conversions Page 1 keyword rankings Quote requests Value of new qualified sales opportunities in the pipeline as result of inbound efforts 70% increase 4,800% increase 3,900% increase 600% increase 500% Increase $3.4 million For this assignment, you need to identify what Fisher Tank's Overall Goals, Strategies, Objectives, and specific Tactics you think they used. So, practice identifying all 4 elements of the GSOT framework from the information given. Read the prompt and think about what a Goal is (generic overall thing that the company wants), what the strategy is (how they plan to get what they want *hint: use one of the strategies provided in the GSOT model*), what the objectives were (measurable items tied to a strategy), and which tactics moved the needle for those objectives (tangible changes)