Adam Newton, Branch Manager CCF Norwich “We were keen to hit the ground running as soon as the new branch opened so it was really important for us to reach the right customers at the right time. The combination of marketing activity before, during and after the launch helped provide a steady stream of customers and enquiries right from the off. I keep meeting new customers who say they recognise me from the video or other social media activity around the launch!”
When our client, national building products distributor CCF, opened a brand-new branch in Norwich in March 2024, it was vital to connect potential customers in the area with the new branch quickly.
Working collaboratively in support of the CCF marketing team we devised a strategic multi-channel campaign to promote the branch locally, within a 50-mile radius, while using the news to demonstrate the strength of its network on a national level.
We started by designing a range of eye-catching banners and signage which were then used as a basis for the other marketing collateral to build a unified brand for CCF Norwich. All marketing activity was fully integrated, providing multiple touchpoints across email, social media and press for customers to encounter.
As part of the campaign our in-house video team created three videos to showcase how CCF Norwich delivers exceptional customer service and an extensive product range. One of which offered a virtual walkthrough with the branch manager taking the viewer on a journey through the branch, with animated labels pointing out key features, combined with drone shots to show the scale of the branch.
The organic social media strategy had to strike the right balance between promoting the new branch without alienating followers outside the area covered by CCF Norwich. We also ran a geo-targeted LinkedIn paid campaign alongside the organic social media activity, using the walkthrough branch video, for three months from July to maintain momentum after the initial launch.
We ran two distinct month-long PPC campaigns each with a different goal, keywords and ad copy. The first was timed to coincide with the branch opening in March and was highly localised to raise awareness within a 50-mile radius of the branch, promoted using CCF Norwich’s Google My Business profile. The second was a search campaign in May-June which focused on brand awareness and various suppliers’ products.
This campaign covered all bases – email, social media, google search and press – to maximise reach.
The branch was busy from day one with a steady stream of phone calls and visits. Customers reported seeing adverts online, on social media and in the local news, prompting them to visit.
It allowed the new branch team to hit the ground running, achieving their three-month sales target within just 40 days and tripling this within the first six months.