Root Barrier Store

Client

Root Barrier Store logo

Project

Brand creation and Shopify website development; on-going management of content & Google Ads (Shopping & Search).

What we did

  • Selection of new URL & brand creation
  • Development of a new Shopify store
  • Online shop launch
  • LinkedIn profile optimisation & outreach
  • AdWords & Shopping Campaigns
  • Digital PR & backlinks

The Background

Root Barrier Systems, was an amalgamation of online shop and informational website. There was a need to carve out a more distinct identity and commercial online presence for the site. Already holding a reputation for supplying trade and providing  ‘trade-quality’ products.

The aspiration was to broaden the customer base whilst reflecting the importance of the trade customer. Transforming the platform into the destination for anyone in the UK in need of premium root barrier solutions. A distinct brand and location to provide the definitive authority on root barrier.

Angled mobile phone displaying Root Barrier Store brands
Angled monitor display tree root barrier products

The Challenges

The primary challenge was to establish the #1 UK destination for the purchase of trade-quality root barrier. With a mission to offer comprehensive solutions for an expanded customer base. Solutions for residential customers seeking bamboo root barriers, to specialist contractors dealing with complex issues like tree subsidence and the pervasive Japanese knotweed.

Central to this was the strategic utilisation of the client’s existing network. And, the need to disseminate key information about the extensive product range, with a particular emphasis on the availability of bespoke sizes tailored to specific needs. This approach required communication that ensured every prospective customer understood the unique value proposition and superior quality being offered by Root Barrier Store.

Simultaneously, there was a need to rapidly cultivate trust in a newly created online identity. Swift transition from recognition to trusted authority was required to convert visitor engagement to sales. Root Barrier Store needed to emerge as a new brand to the market, but synonymous with reliability, quality, and comprehensive root barrier solutions in the UK.

The Solution

The solution for Root Barrier Store involved several key steps. Firstly, a new, memorable URL, rootbarrier.store, was selected, alongside the development of a distinctive Shopify store with product optimisation focused on use case. The owner was positioned online as a leading expert in root barrier solutions on both the site and 3rd party publications including The Sun, The Mirror and The Standard.

Content creation was focused on practical guidance for both residential and trade customers, including: purchase advice, required tools, and installation steps. This content not only aided customers in making informed decisions, but with the support of digital PR and backlinks, it also established top positions in SEO rankings.

A professional online presence was developed on LinkedIn, serving as a resourceful landing page and a platform for sharing specialised content and engaging with the trade community. Additionally, targeted AdWords & Shopping Campaigns were set up to attract customers to the site, specifically those seeking products for defined use cases.

Monitor displaying FAQs section of Root Barrier Store Shopify site

Results

Website traffic has increased significantly, with new users from organic search up by 156% year-on-year (2022/23) and online store sessions by 237%. Key content has achieved position #1 or  significant SERP features, generating trust and additional customers.
Root Barrier Store featured snippet of installation blog shown on tablet

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Japanese Knotweed Management

Client

Project

Brand and website development; managing company acquisition

What we did

  • Rebranded JKM
  • Created new website
  • Focused on SEO/content
  • Instigated procedures to gather reviews
  • Improved documentation & procedures
  • Found Co. buyer & completed sale

The Background

Two years on from establishing Japanese Knotweed Management (JKM), there was a need for the company to gain commercial traction. A basic website was live, but few marketing activities had taken place.

Progress was being made with training and up-skilling and the organisation was ready to take next steps.

The Challenges

To build trust in a fledgling business in an industry where this is of paramount importance. The presence of Japanese knotweed can prevent a property sale going through, without an appropriate treatment plan in place.

An opportunity existed to quickly establish JKM as a trusted brand in an industry that was starting to gain some maturity. However, as still a relatively new business, a limited budget was available to apply to this.

The Solution

An extensive competitor analysis was carried out, looking at the activities, positioning and keywords used by competitors. An opportunity was identified to optimise the website and rank for specific keywords capable of generating good, commercial website traffic. To make this work, and ensure that traffic would stop at the site, credibility and trust in the comparatively new organisation needed to be increased.

This was achieved with a re-brand of Japanese Knotweed Management, which included a new logo, website and integrated brand colour scheme. In tandem with this, processes were put in place to build trust in the organisation with review procedures for two alternate sources able to contribute to search visibility.

Results

The measures put in place resulted in dramatically increased credibility, website traffic and enquiries. In the first year year the new website was live revenue increased by over 400%. A prospective buyer was identified and in 2019 Japanese Knotweed Management was sold to the Grounds Care Group.

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ITV & Licensed Apps

Client

Project

Managing paid app launches and the promotion of the developer/publisher to licensors.

What we did

  • Formulated launch plans
  • Generated press pre-awareness
  • Maximised licensor communication channels
  • Managed app launch 
  • Established & maintained relationships:
    Apple / Amazon / Press / License holders 

The Background

Newly established app developer, Barnstorm Games, was looking to establish its name as a trusted developer and publisher of apps based on licensed properties. Having achieved success on console platforms, in particular Nintendo DS, there was a desire to shift the focus to iOS and Android development to capitalise on the rapidly growing app market.

With its first app title in the development pipeline, and the MENSA license secured, Barnstorm needed to prepare the title for commercial launch. There was a need to assess game UX, coordinate marketing efforts with the license holder(s), third parties and press, plus liaise with the app stores.

The Challenges

Coordinating efforts across three MENSA organisations, the preparation of marketing plans and pre-awareness for MENSA Brain Training, then subsequent apps based on licensed TV properties. Creating maximum impact at launch, a key time time in the lifecycle of a paid app, where a poor launch can impact lifetime sales of a title.

The promotion of Barnstorm Games to licensors as a trusted developer of apps, to secure licensed properties that could feature as the subject for future releases. Managing and maintaining working relationships with licensors, press and app stores.

The Solution

The development of launch plans that fully utilised licensor marketing and social channels to generate pre-awareness. Establishing good working relations with App Store management to ensure that prior to launch they were aware of the PR reception and planned marketing. Information provided to demonstrate anticipation and awareness of the titles, to provide the best chance of launches being supported and featured in the app stores.

Showcasing the launch, chart and ratings success of titles to demonstrate Barnstorm’s expertise to existing and prospective licensors. Generating and maintaining a pipeline where the developer was promoted with a view to gaining licensed properties and titles were launched with maximum impact and support to ensure a successful launch and then subsequent on-going sales.

Results

  • #1 titles on iOS and Android
  • Featured by Apple and Amazon
  • 4.5/5 Average UK review scores 
(across all titles)

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The Chase

Client

Project

Negotiation of licensing terms and launch of app based on the hit TV quiz show, ‘The Chase’.

What we did

  • Negotiated license terms with ITV 
  • Established ITV marketing support plan
  • Liaised with Apple prior to iOS launch
  • Liaised with Amazon prior to Android launch
  • Coordinated Marketing & PR
  • User testing feedback

The Background

Following on from the successful launch of the #1 selling brain training app, Mensa Brain Test. A need existed for the games developer and publisher to find the next project for the team, one that capitalised on their core skillsets.

The experienced development team had recently changed their focus from developing for Nintendo Game Boy to creating iOS Apps. Mensa Brain Test was the first of these apps, achieved excellent consumer and press reviews and came to the attention of ITV.

The Challenges

To promote Barnstorm Games and the experience of the team to secure the ability to use the license to the TV quiz show title, ‘The Chase’. Establish a working relationship with ITV to gain the opportunity to collaborate on other projects.

Tap into the broadcasting and social resources of ITV to promote The Chase App pre and post launch. Establish other beneficial relationships with press and Apple to gain exposure for the title in publications and The App Store.

The Solution

The successful negation of the terms of a licensing agreement with ITV that enabled Barnstorm Games to launch The Chase App.

Establishing agreed marketing support for the title on bumper ads and social channels.

Results

The Chase App became the #1 selling paid game on iOS and Android, twice being named amongst Apple’s Best-Selling Paid Apps of the Year. This established an on-going fruitful relationship between Barnstorm Games and ITV which continues and has led to many more quiz app launches. 

This project was carried out under Games Agency Ltd prior to a change of trading name.

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Cotswold Grey

Client

Project

Brand and venue launch; highlighting a distinct new high street retailer with boutique accommodation

What We Did

  • Creation & Implementation of launch strategy
    (Shop & Accommodation)
  • Website development direction
  • Advertising / PR / Content / Social
  • Launch party for Shop & Accommodation
  • Established Accommodation listings

The Background

The launch of multi-faceted project that involved establishing an ambitious store offering, boutique accommodation and an online presence for both facets of the business.

The shop was still at a renovation stage when involvement in the project commenced. The focus was a need to emphasize the boutique nature of the accommodation and promote inspiring home offerings sourced from around the world.

Cotswold Grey on Twitter - pictured on angled mobile
Tablet showing picture of Cotswold Grey apartment

The Challenge

The launch of multi-faceted project that involved establishing an ambitious store offering, boutique accommodation and an online presence for both facets of the business.

The shop was still at a renovation stage when involvement in the project commenced. The focus was a need to emphasize the boutique nature of the accommodation and promote inspiring home offerings sourced from around the world.

The Solution

Taping into the existing intrigue about the new store by wrapping the windows with brown paper and promoting the social channels.

This was mimicked on social channels quickly establish followers, and opening dialogue with future customers. Excitement was then maintained by drip feeding products and peaks into what was going on inside.

Fancy a sneak peek pictured on monitor - from Cotswold Grey social media

Results

Cotswold Grey quickly earned the tag ‘favourite shop’ by customers who became evangelists for the brand on social media. The accommodation soon established 82% occupancy, then beyond, gaining 5 Star reviews and outstanding review quotations.

The brand is now firmly established in the Cotswolds, and across the UK in an online capacity, as a destination to shop for the unusual. The accommodation has become synonymous with a special experience for a getaway or event in the Cotswolds.

Cotswold Grey Tripadvisor and Booking.com reviews

This project was carried out under Games Agency Ltd prior to a change of trading name.

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PBA Solutions

Client

Project

Website development; on-going management of SEO, content & Google Ads (Search).

What we did

  • Developed new website
  • Created bespoke website navigation
  • De facto marketing department
  • New website under development
  • Bespoke navigation bar
  • Managing content marketing
  • Content creation/SEO
  • Link building program started
  • Managing additional external resources
  • Company listings/partnerships
  • LinkedIn outreach
  • Supplier relationship management
  • Reviews procedure & links established
  • Approached by National press
  • Link management & digital PR

The Background

PBA Solutions, an award winning invasive plant management company, required a marketing strategy that covered all services. Having traditionally placed a strong emphasis on inbound enquiries from organic search, the website was facing a heavy dependence. Previous work, combining older website iterations, was now having a negative impact both visually and structurally.

Some older blogs were still driving good traffic, but overall visitors had started to decline. Whilst new content creation was sporadic, social media activity and Google Ads had been halted. There was a want to greater diversify the offering to include the treatment of other invasive species outside of Japanese knotweed.

The Challenges

At the heart of PBA’s services is the treatment and removal of Japanese knotweed for residential, commercial and public sector clients. A service that most are unaware that they need until the plant is identified. PBA’s existing website had functionality that required fixing and contained content not optimised for search. Some older blog content was driving a lot of traffic, but starting to decline and lacking engagement mechanisms. Content creation was still in progress, but sporadic and not focused on opportunities.
 
Services related to Japanese knotweed and the other invasive plants require greater explanation than many other outdoor service offerings. There are legal factors related to the transfer of property (with the plant present) and allowing the plant to spread into the wild. Whilst the solutions are either costly or long-term – over a number of years.

In addition, there was a want to focus more on the treatment and removal other invasive plants that have become established in the UK. These include bamboo, Himalayan balsam, some aggressive UK plants and other currently, less-known invasive species.

The Solution

The creation of a website with clearer, stronger messaging. A modern, less cluttered style, with defined user pathways and simpler methods for the prospect to communicate with the company after being drawn to the site. A new informational navigation bar allows visitors to quickly understand where to start, and once on their pathway conversion mechanisms have been put in place.

A specially created blog format was used to put content at the heart of the PBA Solutions website, to showcase the expertise of the company. The re-purposing and optimisation of older content, was used to retain and boost traffic from good existing sources. In tandem, a programme of new content creation has been put in place, with a focus on blogs that will drive traffic, place a spotlight on expertise and create specific commercial opportunities.

Results

Website traffic has increased significantly, with new users from organic search up by 125% year-on-year (2022/23).

Site visitors are now channeled from high traffic blog pages to service and contact pages. Visitors flow through the site to the services that they need, resulting in more diverse enquiries. The expanded navigation bar clearly displays all the invasive plants dealt with and the sites blog is now a visitor destination. Older content has been optimised, refreshed and republished

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