Spokane marketing and graphic design agency Klündt|Hosmer has launched new division called Klü, which will focus on the digital marketing side of the business.

The Klü division is comprised of a team of four, including two new hires, bringing the total Klündt|Hosmer staff to 15, says Jean Klündt, the company’s co-founder and chief creative officer.

The new positions were created to help with analytics, management of online campaigns, and managing online traffic, Klündt says.

“We’ve been doing the (digital) services for a long time, but we decided as that service grew that we wanted to be able to make that more of a niche, more of a focus of services, because we’ve been known as a design and branding firm for so long,” she says.

Klündt says she would like to see the new division grow with an additional two to five employees within the next two years.

Diane Mahan, Klündt|Hosmer chief digital strategy officer, says the agency, located downtown at 218 W. Pacific, began digital marketing nearly 10 years ago, when the digital marketing industry was just emerging along with the rise of social platforms, she says.

Klü brings all the data analysis in-house, so clients don’t have to go to outside sources for information about clicks on their websites, tracking social media engagement and online traffic, and metrics on how well their marketing campaigns are doing, Mahan says.

Klündt says that Klü enables the company to be more of a consultant as opposed to a vendor, offering coaching on how to create successful campaigns or to figure out why a web page, for instance, isn’t receiving attention.

Mahan says she’s been working in digital marketing since 2005.

She explains analytics in two parts. One part is the owned media, such as the client’s website. The other side includes search ads and display ads and “click” responses to them.

“We’ve got two sets of analytics going on, and we tie them all together and look at it as a big picture,” Mahan says.

Tying both sides together involves making changes to ad campaigns or landing pages, which appear, for example, in response to a click on a link through an optimized search engine.

“If it’s a strong solid landing page, that can help us get a better-quality score from Google, which can in turn lower the cost for clicks,” Mahan says. “Those are the type of changes that we can make quickly and test to see where we can help our clients save money and even get a further reach on their campaign … we want to dig into their business and know what their business goals are.”

Mahan also works on search engine optimization for clients to help narrow down key words that consumers frequently search for that can allow businesses to be easier to find on search engines such as Google.

Most of Klündt|Hosmer’s clients are based in the Spokane area, although many have a global presence, Klündt says. Klündt|Hosmer’s clients include Visit Spokane, the city of Spokane, and Gonzaga University.

The health care industry is a strong niche for the company, and it also creates marketing strategies and designs for manufacturing and tourism industries, Klündt says.

Klündt|Hosmer marketing media includes billboards, magazine covers, pamphlets, websites, posters, and packaging.