the brief
Established back in 1994, ROCCIA (originally Tile Mart) is 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. They are also proud to have the largest tiles and bath showroom in the UK, with over 20,000 square foot of showroom space, displaying the largest collection of modern, contemporary and luxury tiles and bathrooms.
After years of working closely together in establishing the Tile Mart website, we were tasked with creating both a brand-new website and a rebranding strategy that would transform Tile Mart into ROCCIA, as they believed the name Tile Mart no longer represented who they were as a business. However, whilst their name was changing, they wanted the campaign to reassure customers that they were still the same family run company, offering the same high-quality service, products and customer care.
The results
Our Solution
To assist in the transition of Tile Mart into ROCCIA, we needed a website that reflected their newly designed logo, high-end services and product offering. The new website was designed to serve as a window to their showrooms, showcasing their incredible range of tiles and bathrooms in a visual and inspirational manner. We created a clear, stylish and adaptive website that epitomised the new stylish rebrand without losing what made Tile Mart so successful – a company with family values at its core.
With the website ready for launch, we had to 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 are ranking in better positions today.
Once the design aspect of the rebrand was complete, the new brand and website needed extra visibility for its launch. So alongside organic search, we also incorporated a PPC campaign to increase brand awareness and retain existing brand searches for the Tile Mart to ROCCIA 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.
