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Brief
This start-up company had a very marketable concept: they wanted to operate an online shop specialising only in selling premium quality outdoor lighting. All they lacked was a brand name, an identity, a personality and a website. That’s just the kind of ‘start with a blank sheet of paper’ challenge relished by the creative team at Flare (http://www.flareimaging.com).
Strategy
We began by working with the client to define some parameters for the nature of the business and the objectives to be met. We established that Scape’s customer offer is to provide very high quality and durability at realistic prices, with outstanding products that are sourced from the best designers and manufacturers throughout the world.
Their extensive range of outdoor lighting products and accessories includes architectural design lights, bollards, floodlights, decking lights and even underwater lighting, and it soon became clear that there were some exciting products available to be unleashed on an unsuspecting marketplace.
We agreed that the company needed powerful branding, a substantial presence, a clear offer directed towards its niche marketplace, and an enticing website with inspiring photographs and compelling copy, plus a simple, flexible and secure online shop.
Execution
At Flare we provided Scape with a comprehensive creative and marketing support package that enabled them to concentrate fully on getting their business up and running efficiently, without having to worry about issues such as design and website architecture.
After developing their company name and corporate identity, and designing their stationery, we built Scape a very slick, professional and authoritative website (http://www.scapeoutdoorlighting.co.uk). The site features a highly efficient and user-friendly online shop, and includes added value in the form of a technical and advice section, special offers, FAQs and a product search capability.
A valuable cost-saving feature of the website, in view of their start-up status, is the fact that products and pages are easily updateable in-house whenever required, by members of the Scape team, using our custom-configured Pulse Content Management System. The added value features and the capability to easily refresh the site content help to encourage people to regularly revisit the website.
We are also providing Scape with ongoing support in areas such as offline advertising, advertorial content and press releases, and have recently started delivering a structured monthly package of search engine optimization (SEO) and marketing activities, including elements such as landing pages, newsletters, social networking and special offers, designed to generate increased visibility and customer awareness.
Results
Scape were able to hit the ground running, beginning trading with a fully formed identity and a website that gave their business instant credibility and authority, with the impression of having been established for several years, instead of being a start-up. In fact, they have rapidly become established as the online leaders in external lighting for UK buyers – a remarkable achievement for such a young company.
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