Brand repositioning and increased online visibility via a full company rebrand, website development and SEO growth strategy.
LUPIN GARDENS
CASE STUDY
Lupin Gardens is an established award winning horticultural company serving Birmingham and surrounding areas. The company has a team of qualified plantswomen providing all aspects of garden design, installation, creative planting and aftercare.
CORE ACHIEVEMENTS
Top 5
RANKING IN LOCAL GOOGLE SEARCH
85%
WEBSITE VISITORS FROM TARGET LOCATIONS
8x
INCREASE IN WEBSITE VISITORS
KEY CHALLENGES FACED
Multiple customer enquiries for services not provided
Company branding sets the wrong tone, lacks consistency and personality
Regular website back-end maintenance and front-end content updates required
Inflexible website CMS with limited design options
Strong word of mouth recommendations but low performance in search engines
Hyperlocal targeting for marketing efforts to not waste limited advertising spend
Our initial discussions with the company owners revealed that whilst their original website was generating some enquiries these were often for minor maintenance work or services the company did not offer. We therefore focused the initial 6 month marketing plan around brand repositioning to pull focus on larger scale design, soft landscaping and garden transformation projects.
A new company branding, website and printed marketing material were created to reflect core services and provide a higher end aesthetic. A thorough search engine optimisation plan was implemented to identify key search terms and the geographic location coverage.
We have since continued to expand upon the website content and functionality, most recently integrating online product sales via Shopify to allow for diversified revenue streams.
THE ACTION PLAN
Branding Refresh
Website Design
Website Maintenance
E-commerce Integration
Email Marketing Templates
Print Advertising
Packaging Design
Presentation Templates
Direct Mailing
Social Media Assets
THE RESULTS
Increased customer base
Increased customer acquisitions for larger scale projects and ongoing maintenance contracts has provided a more solid financial platform for long term business development.
Top 5 Google ranking for local search
The website has consistently ranked top 5 in Google search and business map listings for target locations over the past several years since new website development.
Team and service expansion
Increased customer volumes has led to staff expansion, allowing for greater location coverage and employment of specialist service team members to broaden service offering.
Small steps into e-commerce
The integration of Shopify cart into existing WordPress website has provided an easy to manage introduction to small inventory online selling and order fulfilment management.
Site visits from target locations
The number of monthly site visits have increased eightfold since the initial website relaunch. Data analytics also reveal that on average 85% of web traffic comes from targeted coverage locations.
Diversified market opportunities
A higher local business profile has allowed the business owner to explore additional revenue streams including collaboration on a subscription flower delivery service and seed packet sales.
"Into the White made the whole process very smooth, listened and responded to our requests, whilst maintaining a strong creative input. Our business has really grown since we began our collaboration with Into the White, and we would unreservedly recommend their services."
Julia Watkins, Director