An inspiration campaign for CTD Architectural Tiles
Lee Clarke, digital executive at CTD Architectural Tiles said: “Working with the team at Harris has been great, their responsiveness and quick-to-act attitude towards new project and campaign ideas is a much-appreciated breath of fresh air. Our monthly virtual catchup meetings have been a great help in keeping all of our goals aligned, and a good platform for brainstorming new marketing ideas.”
The task:
CTD Architectural Tiles is a leading commercial tile supplier, working with global manufacturers to curate an expansive portfolio of tile collections for architects, interior designers and specifiers.
The company has a real competitive edge – it has strong interpersonal relationships with key customers and holds over one million square metres of stock in the UK to offer reduced lead times. The company has a proven track record of early engagement with a select number of customers and wanted to work with a specialist construction marketing agency that understood their core market. We were appointed to help replicate this on a wider scale by promoting CTD Architectural Tiles as the ‘one stop solution’ for all design, technical and delivery related aspects of the specification of commercial tile packages.
The thought process:
To engage with such a creative target audience, we drew on our experience of delivering creative construction marketing campaigns to create a campaign that was highly visual, accessible to ‘time poor’ professionals and would create a strong identity and trustworthy tone of voice that would cut through the noise. The Harris team devised the ‘Inspiration’ campaign to meet the clients’ objectives by showcasing the company’s personality, products and projects and putting them front and centre of the commercial design process.
The integrated marketing campaign was delivered across multiple channels. On social media, the activity was focused on Pinterest, itself a platform for ideas and inspiration to both architects and interior designers. We created one themed Pinterest board per month, tapping into the latest tile trends, and promoted it across CTD Architectural Tiles’ other social media channels. The same strong visuals were used within a monthly moodboard e-shot and accompanied with targeted copy that showcased the inspiration behind the chosen tile range. To promote both CTD Architectural Tiles’ design and technical expertise, the Inspiration campaign also included the creation of SEO-enhanced blogs that covered a variety of design issues and practical considerations for commercial projects. To further strengthen CTD Architectural Tiles’ brand expertise, the external PR content focused on showcasing project case studies and positioning the company as an inspirational, and informative, partner though comment pieces and by-lined articles.
Top-line results
- A 24% increase in engagement across all social media platforms
- A 10% increase in referral clicks to CTD Architectural Tiles’ website
- A minimum open rate of 20% for the moodboard e-shots
- First position SEO ranking for key search terms including ‘architect tiles’, ‘commercial non slip floor tiles’, and ‘commercial tiles UK’
- Consistent levels of targeted press coverage across print and digital media
The next stage: Continuing our creative journey
The success of the Inspiration campaign has led to the continuation of our relationship with CTD Architectural Tiles and further planned activity to build on its success, particularly across e-marketing and social media. The effectiveness of the campaign was a direct result of the creative collaboration we encourage with our clients and the multi-sector expertise that we have in-house. It’s a real team effort and a real privilege to be part of CTD Architectural Tiles’ future plans.