CLIENT
Roccia
SERVICES
  • Digital Business Strategy
  • Digital Marketing Strategy
  • Brand Transfer Management
  • Responsive Website Design
  • SEO Strategy
  • Digital PR

Roccia

Established back in 1994, ROCCIA are the largest independent retailer of tiles in the North. Synonymous with choice, quality and service, they specialise in supplying a huge selection of high-end wall and floor tiles. The brand boasts the largest tiles and bath showroom in the UK, with over 20,000 square feet of showroom space, displaying the largest collection of modern, contemporary and luxury tiles and bathrooms.

Insight

Originally Tile Mart, Roccia wanted to direct their business’ strategy towards a more luxury lifestyle market and away from the ‘no frills’ cost-focused segment of the market. Having gone through a name change and rebrand as an outward sign of this shift, it was time to establish an online presence that would support and further their new business goals. In spite of this change, it was important to the owners to keep key brand values at the forefront of any marketing efforts, reassuring their existing customers that they were still the same family-run company. Another key area of consideration was making sure valuable keyword rankings were not disrupted by any updates or changes.


Solution

To assist in the transition of Tile Mart into ROCCIA, we needed a website that promoted their newly designed logo, high-end services and product offering. The new website was designed to serve as an online window into their showrooms, showcasing their incredible range of tiles and bathrooms in a visually engaging and inspirational manner. We created a clear, contemporary and responsive website that epitomised the new stylish rebrand, without losing the core values that made Tile Mart so successful.

With the website ready for launch, we had to carefully consider the two most important factors: keyword rankings and brand awareness.

Our initial challenge was maintaining the consistent keyword positions that we had achieved in organic search for the Tile Mart brand. We completed a full SEO and domain transfer, ensuring that the site would inherit the domain authority of Tile Mart, as well as its positions on Google. By closely monitoring the rankings during this challenging period, we were able to control the migration to the new site without any noticeable drops in ranking. As a matter of fact, a lot of their main keywords gained improved positions.

Once the design aspect of the rebrand was complete, the new brand and website needed extra visibility for its launch. In conjunction with organic search, we therefore incorporated a PPC campaign to increase brand awareness and retain existing brand searches for the transition. This involved optimising their existing PPC account and managing the transition from this to a new account following the launch. Taking a multi-channel approach to their advertising, we combined a mixture of national and geographic-specific campaigns to ensure results based on targeting specific markets.

Our next challenge was making the transition from Tile Mart to ROCCIA, without losing the reputation the business had worked so hard to build over the past 20 years. This meant devising a brand awareness campaign that would capture the updated, stylish and more modern feel of the website, without sacrificing their status as a well-known and loved family-run business.

To achieve this goal, we created a content marketing strategy that seamlessly highlighted our shared vision for the new ROCCIA brand. This involved targeting an audience with higher disposable income and more luxurious taste, without alienating their current and loyal customer base. In practical terms, this was delivered through more inspirational and interior design-based blogs and articles.

We also created a PR campaign around the launch of the new ROCCIA website and branding to increase brand awareness in both the local community and further afield. A press release was written, distributed and subsequently picked up by a number of publications.

The Results

The North’s largest independent tile retailer successfully made the transition from Tile Mart to Roccia, without disrupting the achievements of previous SEO efforts, whilst upping audience engagement levels across multiple channels.

  • 100% retention of authority and rankings
  • 11% increase in users soon after launch
  • 254% increase in traffic to blog posts
  • 34% increase in traffic from the local area