"The new website architecture is better organized, cleaner, and more efficient for the user to be able to save money, while at the same time increasing the company's S.E.O., which will in turn help to grow organic users."
The competition is TOO stiff to option for Pay Per Click, and optioning to hire link builders at this time. The smart money is in Brand Recognition and Social Media! You have a chance to Go Viral with a solid campaign.
They should have made it a priority when they first opened the website to Link building and create strong backlinks. They didn't so they are in catch up mode and behind the eight ball when it comes to Search Engine Optimization. It will all get better and become stronger with a solid SMO campaign!
So Social Media is the Common Sense Move! Not SEO!