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The Client

Glazing Vision

Glazing Vision are technical experts in the design and manufacture of architectural rooflights.

“The Pauley team really do have something special to add to any business, there are very few people that ‘stretch me’ when it comes to marketing, however, I am happy to acknowledge that they have taken us to another level.”

Jon Shooter, Managing Director – Glazing Vision

The Results

200% increase in visitor numbers to glazingvision.co.uk since our engagement in 2014

35% increase in visitors within 12 months

Rank in the top 3 for 80% of 100 tracked search terms

Rank position 0 or 1 for 40% of 100 tracked search terms

400% increase in qualified goal conversions

Jon Shooter, Managing Director, Glazing Vision

The Journey

Glazing vision came to Pauley Creative with very clear objectives:

– Increase architectural specification and rooflight leads with both commercial and domestic markets
– Grow online visibility
– Seamlessly communicate different messages across print and digital platforms
– Work with an agency that can quickly understand internal capabilities and work effectively with the existing marketing team.

The brief was clear and concise, so we embarked on a journey that developed into a 6-year working partnership to achieve the objectives.

Month 1-3

Audit & Evaluation

We started the journey by undertaking a full research project. This business-focused, intelligence-led process included an in-depth diagnostic of the client’s customers, competition and current web presence. We analysed the information and provided actionable recommendations. We provided an independent perspective on Glazing Visions current position to make sure we implemented the right activity to get results.

The initial research allowed us to create a clear actionable plan for the next 12 months. The plan was broken down by the priority audience types that Glazing Vision was looking to focus on. This also helped to create and formalise construction personas to keep activity defined.

This allowed us to redefine and position the offering of the business correctly to meet these persona needs and the objectives.

Month 3-6

Website Build

The initial research allowed us to create a clear actionable plan for the next 12 months. The plan was broken down by the priority audience types that Glazing Vision was looking to focus on. This also helped to create and formalise construction personas to keep activity defined.

This allowed us to redefine and position the offering of the business correctly to meet these persona needs and the objectives.

Our initial research identified the need to restructure the journey for commercial sales and tighten up the position of the brand. The aim was to position Glazing Vision as technical experts in the manufacture and supply of high end, architectural rooflights for residential and commercial buildings.

GV-Website

To do this, we embarked on a 3-month project to build a new specification focus, lead generation website including the creation of supporting video and photography assets to help lift the architectural appeal. Alongside this, we proposed creating a new brand to meet the needs of the domestic and contractor market.

The concept was to create a market-leading e-commerce rooflight offering specifically for “off the shelf’, easy to purchase products. Glazing Vision saw the potential and Rooflights.com was launched as an independent site which opened up a whole new revenue stream and market for the business.

6+ Months

Ongoing Digital and Media Strategy

Once the two websites were built and launched, we implemented an ongoing digital and media strategy aligned with the objectives.

We started with the creation of a rolling and evolving content strategy that allowed for seamless communication of messages across print and digital platforms, this content had a heavy SEO focus.

We produced a variety of content to match their target audience types, and over a 6 year period, Pauley Creative produced:

-80 technical blog posts
-75 case studies
-7 technical whitepapers
-3 CPDs
-Rendered video case studies
-Product feature videos

Since the launch of the website in 2014, Glazing vision has seen a 200% increase in traffic and an even bigger increase of qualified goal conversions of 400%. Goal conversions included product brochure downloads, product drawing downloads, BIM file downloads and registrations/subscriptions. This was achieved whilst also splitting the existing audience into two and sending half of the audience to an alternative website, meaning in real terms audience grew by 400%.

The new website soon became a go-to resource for specifier’s looking to select architectural roof glazing for commercial projects.

6+ Months

Implementing Marketing Tactics

Once the content strategy was produced, we identified which tactics to use to meet the objectives, then aligned and distributed the content. The following tactics were utilised;

The Next Step

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