Getting decking season ready
What was the brief?
Longstanding client Arbor Forest Products tasked us with helping its decking division, Arbordeck, get into a strong position to drive sales ahead of the 2023 decking season. This included a multi-strategy approach to cover a range of print and digital assets to promote decking and encourage related enquiries.
What did we do?
With the drive for increased Trex sales due to begin around Easter 2023, our team began liaising with Arbor Forest Products in August 2022 to establish a comprehensive strategy with enough time to be comfortably executed. As an integrated agency offering a range of marketing services, we were in a strong position to create a series of assets that put the beauty and benefits of Trex composite decking front and centre.
The largest element of the campaign was the creation of the Outdoor Living Collection brochure, a 68-page document showcasing Trex, Arbordeck softwood timber decking, and a series of complementary products including ArborFence and ArborClad. The brochure is available both online via Arbordeck’s website and as a printed document, which is used by the company’s sales team and merchant stockists.
Designed to be both inspirational and informative, our design and copywriting teams collaborated to produce the brochure in a highly visual and impactful design style and tone of voice.
Our web team also undertook a significant website refresh to achieve a better user experience through implementing a more modern design, streamlining content and creating a more user-friendly blog section with the introduction of a dedicated case study space. We also updated images across the website, utilising standout project photography and uploading images and information on new product offerings. What’s more, our web team also updated the website’s analytics to the new GA4 Google Analytics system, which offers several benefits including improved tracking and analysis, and enhanced reporting.
Supporting assets included photography, product labels, letterbox-sized sample boxes for consumers as well as specifiers and architects, large format installer sample boxes, and e-marketing support.
What was the result?
Our cross-department collaboration and communication with the client resulted in a series of assets that are all consistent in style, tone of voice and key messages – and were available for use in time for the start of decking season.