Objectives

Rock & Tait contacted Satellite Six looking for a reliable, ongoing marketing partner to build their brand, messaging, and identity, and to work with them in generating new lead opportunities and changing the brand perceptions from rough and gritty to more in-line to the needs of their homeowner clientele.

Results

• High Contact Conversion Rate (5.2% vs industry avg 2-3%)
• 60 Leads Generated in initial 2 months of new website
• 7.36% Increase in website traffic
• 184% Increase in pageviews from 2017
• 153% Increase in pages per session due to new “Ideas” section (5.37 avg pages per visit vs previous 2.12 avg pages per visit)

LEADS GENERATED - FIRST 2 MONTHS

0

NEW WEBSITE AND MARKETING STRATEGIES
DRAMATIC ENGAGEMENT INCREASE

0 x

PAGE VIEWS WITH NEW CONTENT AREAS
TRAFFIC INCREASE

0 %

OVER 2 MOS POST-LAUNCH
PHASE 1

COMPREHENSIVE BRAND STRATEGY

Immediately after engaging Satellite Six, a survey was implemented to understand the perceptions of Rock & Tait. It was discovered that several key assumptions held by Rock & Tait about their customer base, including demographic age and perceptions of their brand, were incorrect.

Armed with this survey data, Satellite Six developed a brand marketing plan to develop and release a new brand over the following 12 months. This included rolling out new messaging (“Improving Homes. Building Families”) and visual identity to be seen as a community and family-centric brand.

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phase
PHASE 2

VISUAL IDENTITY & UPDATED MATERIALS

In developing the visual identity, great care was taken to consider the age and interest demographic of the ideal customer base. Rather than targeting a 30-45 year old cohort, the brand was aged up a bit to instead target more directly the 45-60 year old groups who would be improving their homes for visiting and returning family members. A larger focus was placed on showing multi-generational families, and in remodeling the space to suit the changing needs of a gathering space, rather than just a vanity project.

New materials were developed, from logo to brochures to sales kits, truck trailers, sales flyers, and more, with these communication goals in mind.

PHASE 3

WEBSITE & INBOUND STRATEGY

Following the success of the brand rollout, a new website was completed and launched, with a greater focus on inspiration and idea generation rather than straightforward sales. This strategy, as well as an updated page flow, resulted in tremendous boosts to the site’s performance over the first 3 months following launch, generating an average of 30 leads per month, up from near none on their previous website.

Satellite Six also developed inbound strategy including Facebook, blogging, and organic SEO, helping Rock & Tait to rank highly for their top valued terms over most of 2018.

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