Northwestern University Kellogg School of Management · Evanston, IL
Marketing for Searchers in the Kellogg Community
Clarify the customer promise after acquisition
Independent service provider; not affiliated with or endorsed by Northwestern University Kellogg School of Management.
Overview
For searchers in the Kellogg community, taking ownership creates an opportunity to explain the business more clearly without losing the trust it has earned. Keep customer-facing messaging grounded in what the company actually delivers.
What we run
How we would help.
SEO and AI search visibility
Help prospective customers find and understand the acquired business through clearer service content and a stronger search presence.
- A full rank baseline before anything changes, so you know what you actually bought
- Google Business Profile custody, then categories, services, and service-area cleanup
- Citation and NAP consistency after the entity or the ownership changes hands
- Service and location pages built for the terms that convert, not the terms with volume
- Entity consistency: one name, one address, one phone, one description everywhere a model can read it
- Content written to answer the question directly, in the shape an answer engine will lift
Paid advertising
Reach prospective customers with campaigns aligned to the acquired company's services, market, and conversion goals.
- Budget mapped to the rank data: spend where you are invisible, pull back where you already rank
- Local Services Ads and Google Guaranteed where the category supports them
- Call tracking and offline conversion import, so a booked job is the conversion, not a click
- Search-term and negative-keyword discipline from the first week, not the first quarterly review
- Reporting that ends at cost per booked job
Make service pages answer buying questions
Explain who each service is for, where it is available, and what happens after someone contacts the business. Replace vague claims with verified examples and clear expectations. Align advertising messages with the page visitors reach.
Questions
Common questions.
- Should we rebrand immediately after acquisition?
- First assess the value of the existing name, customer recognition, and website visibility. A messaging or page improvement may address the immediate problem without the disruption of a full rebrand.
- Is Tiger Digital affiliated with Northwestern University Kellogg School of Management?
- No. Tiger Digital is an independent marketing agency. This page is intended for searchers and acquisition entrepreneurs in the Kellogg community; it does not represent a school partnership or endorsement.
Results
Figures we can stand behind.
- $100,000+
- in closed revenue from paid ads in a single month for one client, with around a 14x return on ad spend
- 50%
- of paid leads booked an appointment, and 21.6% became paying customers
- 3 of 3
- websites we audited finished at 98% site health or higher
- 23
- location landing pages built to reach priority markets
June 2026. Revenue from closed jobs tracked back to the ads that generated the lead.
Same client and month: 134 leads, 67 booked, 29 customers.
3 clients, April to July 2026. Measured in SEMrush.
Results are from Tiger Digital client campaigns and reflect the specific clients and periods listed. Your results will depend on your market, budget, and starting point.
Before you optimise anything
Six things that break at close
- The Google Business Profile
- The name
- The reviews
- The phone number
- The tracking
- The website and the domain
Keep reading
Further reading
Kellogg acquisition entrepreneurship resourceKellogg offers an ETA academic branch with courses spanning acquisition and operating skills.
Talk it through with our team.
A short call to discuss the business you are buying and what we would do first.