Colin G Chase

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Seeking Contract Opportunities

Colin Chase is currently seeking consulting opportunities in the fields of eCommerce, Online Marketing (SEO/SEM), Brand Marketing, Shopper Marketing, Cross Promotion Management, Project Management, SEO Management, and Interactive or Traditional Marketing. Chase is seeking contract work (such as through a 1099 Contract or services paid directly to Chase-It Marketing™).


Colin Chase has been employed in various marketing capacities since 2000, while his Internet prowess dates back to the beginning of the World Wide Web in 1993. Chase has held positions in eCommerce, Online / Internet Marketing, Agency Marketing and Advertising, and Interactive Marketing. He has held titles such as: Director of eCommerce, eCommerce Manager, Director of Marketing, Project Manager, Marketing Film / Animation Producer and Director, and Lead Creative Agent.


Chase has seventeen (17) years of professional experience, with nearly 12 years being in management and director roles. Chase began his career as a Computer Technician and Network Administrator for a SUNY Community College from 1995 through 1999. In 2000 Chase went on to start his own marketing agency and firmly established himself in Online Marketing, Brand Marketing, and Interactive Marketing.


Chase was able to achieve a level of prominent success within interactive marketing from 2000 through the end of 2007 servicing niche Manufacturers before repositioning solely into eCommerce in 2008. For two years Chase guided the Online efforts of a mid-sized, family-run eRetail company in Buffalo, NY (best known for their website PoolSupplies.com). This company realized nearly 25% growth per year in the Internet Division that Chase managed, for the two years of Chase's employment at the height of the worst economic Recession since WWII. This growth came from within the Leisure Industry at a time when this industry was experiencing negative growth.


From 2010 through 2012 Chase directed the Online and Brand Marketing efforts of an emerging brand within the Snack Food industry that has become established in several retail chains across the US. The specific products marketed by Chase being primarily "Freeze-dried Fruit" which is categorized as a "Healthy Snack" and is a sub-set of the very large "Dried Fruit" market of Consumer Packaged Goods (CPG). Due to Chase's multi-channel approach he was able to grow online revenue for the primary brand (Brothers-All-Natural) by 60% in 2011 alone.


Article Propagation and Press Releases 2009

A Press Release

Colin Chase has told various clients and the top management above him at PoolSupplies.com that, "Press Releases serve multiple functions." For one they offer up an idea that a news agency might run with and produce a story. In this capacity it is important to remember that a press release must tell a story in both an interesting and entertaining manner.

In order to get journalists and professional writers interested enough to read your entire press release just from the headline and the introductory paragraph, then you must engage their sensibilities from the start. Even more difficult to achieve is the "intrigue factor," as Chase calls it. Your press release must intrigue the professional writer enough to write a related story. The payoff is an article printed in some publication or even a video story run on television as well as online. This is the sort of advertising that you cannot buy, which may be much more effective than paid advertising because it really is not advertising - it is a public interest media story.

The Pay-Off

Press Release by Colin Chase on PRweb.com - top
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The second function of a press release is to generate external links to your website from various online publications. To achieve this, one can simply pay the service fee of organizations such as PRweb.com to publish their press release, which spawns dozens of re-printings all over the Internet. Each of these reprints will have a link back to your press release and to your website, though you must ensure to include a URL-link in the story and in the signature area at the bottom. This back-linking is not always permanent via this method, but at the very least the re-printed articles stay online for weeks and PRweb.com keeps your original press release on its website for many years.

This second purpose of back-linking as the result of publishing a press release should be thought of as the default benefit. At the very least you will boost your website's natural result listings in the search engines, functioning as an SEO endeavor. Additionally, the reprints of your press release often generate interest from your target market as well, albeit in a somewhat limited fashion.

You may also submit your press release directly to publications that you wish to have print the story, such as a targeted trade publication in your industry. Some of these publications will contact you, and magically if a display ad or series of ads are purchased, then your story often makes it into the publication. These are the games we play in marketing, but they can create an awesome payback. However, if you get lucky enough to garner a news story in the media or in a trade publication regarding your press release, then you hit gold. This is one of the best benefits possible from a press release.

Press Release by Colin Chase on PRweb.com - bottom
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As Colin Chase explained to various owners and marketing directors, "When you publish a press release, you cannot guarantee a news story coming from it, but you can guarantee back-linking to help your SEO." Chase has enjoyed a number of his press releases being turned into news stories. (Please see below for an example of one recent press release turning into a New York Times article, to jump to this section click here.)

Article Propagation

Articles are another route to drive down for obtaining back-linking as well as the potential for a media story to be created, or for the article itself to become syndicated. Article propagation is similar to a press release submission except that the format is done a little differently. Rather than announcing something to the news media or to the public in general as is done with a press release, you actually write the story yourself and pay to have it published. One such article propagation website, which is actually free for a basic membership, is eZineArticles.com. Another such website, which is maybe a little more eCommerce friendly, is LifeTips.com.

Some professional writers make a living by writing articles about various topics, for which they are paid. These articles can then be used as stories on websites selling products or services, or they can be reprinted for any number of reasons. It is important to note though, that reprinting must always be done within the realm of the Terms of Service (TOS) from the article propagation website or the TOS that the author dictates. It is common that such articles are placed onto keyword arbitrage websites that use services like Google AdSense to obtain a pay-back when their readers click a sponsored PPC advertisement. Google AdSense places sponsored PPC ads from Google AdWords onto content-rich web pages from among their network of publishers, PPC ads that are in some way related to the article and its content.

Often such article publication websites are used as second-tier PPC outlets, and the same holds true for newspaper and magazine websites. Chase makes it known that though this is a potential method for obtaining back-links and thus sales, yet this is not really in the realm of company-generated press releases. This is article propagation, whether your company generates the article or a professional writer creates the story, this is not exactly the same as a press release although somewhat related.

A Press Release and Corresponding Article - Example Situation

New York Times story due to Press Release - top
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In November 2009, Colin Chase was approached by the Director of Sales at Leisure Living regarding the company's desire to obtain publicity somehow connected with the Winter Classic Game and the Vancouver Olympics. Chase reiterated that the primary purpose of a press release was for back-linking, which is also referred to as an external inbound link. Back linking will raise your search engine ranking due to the release or article being reprinted, thus bolstering your search engine optimization (SEO) efforts.

As is understood, SEO is the act of getting a webpage to appear first in the result set for a keyword search. For instance showing up on the first page of the result set for the keyword phrase "pool supplies" is an example of effective SEO.

Since coming on board with Leisure Living, which is the company DBA for PoolSupplies.com, Chase had begun a number of SEO initiatives within his department. Chase had created a how-to document of SEO best practices for the web developers to utilize, as well as optimizing a number of web pages himself when time permitted.

New York Times story mentioning Leisure Living - middle
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As a result of more focus on their search engine optimization efforts, the SEO sales channel increased by over 20% in 2008 and then by over 25% in 2009. The cumulative effect was a 50 percent lift in SEO-related sales, all from making these efforts a workable priority. Chase's team did not kill themselves with SEO assignments, rather they just started adding these efforts into their daily work-flow as they were able, and as a result PoolSupplies.com made hundreds of thousands of dollars in increased revenue.

The Winter Classic and the Vancouver Olympics

However, there were still some keywords that consistently eluded Leisure Living, and Colin Chase wanted their website to be listed on the first page of the natural results for these popular keyword phrases. So Chase was looking for more opportunities to raise their ranking for these elusive keywords. One such opportunity was the Winter Classic Hockey Game and the Vancouver Olympics, as these events would relate to a specific product line of Backyard Hockey Rinks.

With the dual purpose of raising their SEO ranking with inbound links, as well as the potential for a news agency to carry a story on this topic, Chase crafted a press release article - see here "Leisure Living Expects Increased Sales of Backyard Hockey Rinks Due to NHL Winter Classic Game" (http://www.prweb.com/releases/2009/12/prweb3376684.htm). Chase explained again to the owner of the company and the Sales Director that he could not guarantee an article from a news agency, but he could guarantee inbound links when propagating this press release over the PRweb.com service.

In mid-January the New York Times contacted Leisure Living and said that they would like to write an article about Backyard Hockey Rinks and include the company in the article. Obviously the press release paid off huge in this instance, as the company landed in a New York Times article. This is the story that ran in the NY Times on February 10th, 2010 - "Rinks Become Backyard Entertainment Centers" (http://www.nytimes.com/2010/02/11/sports/hockey/11backyard.html).

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