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Case study

Renovating SJP Contractors: Attracting a new direct audience through digital channels

The Brief

SJP Interiors, formerly SJP Contractors, is an award-winning construction company, with 60 years of experience providing services as a sub-contractor to Tier 1 clients such as Morgan Sindal, Wates and Galliford try.

With ambitious aspirations to pivot their business towards direct targeting of end clients, including commercial spaces, offices, and school developments, SJP Contractors approached Batur. This strategic shift aims to provide them with greater control over their growth and profit margins.

We took on the challenge to help them through a comprehensive strategy, development and implementation plan.

Strategy and Go-to-Market Plan

Collaborating closely their team, we conducted market research to identify target audience segments, understanding their preferences, and addressing pain points in the the industry. Based on the insights, we developed a robust strategy and go-to-market plan that aligned with SJP Interiors’ new positioning and offerings.

Branding and Identity

The ‘SJP Contractors’ name had been inherited from it’s long legacy but as the company repositioned, it no longer represented their offering. With the opportunity to rebuild the brand from the ground up, we developed a new identity, around the now, SJP Interiors. This included a new logo, color palette, typography, and brand guidelines.

We ensured a seamless shift from SJP Contractors to SJP Interiors across all marketing collaterals and online platforms to build brand recognition and trust.

Proposition & Messaging

SJP Interiors provides an extensive range of services tailored for large corporations such as Morgan Sindal. However, with the shift towards a direct-to-consumer approach, we needed to refine their value proposition beyond individual services and focus on offering a comprehensive transformation of spaces.

To achieve this, we strategically built their core pillars around their rich heritage, well-established trust, and proven capability to transform workspaces. We positioned SJP Interiors as a solution to the challenges that modern companies encounter in today’s dynamic business environment. By leveraging their years of experience and expertise, SJP Interiors now presents itself as a reliable partner to bring about meaningful and impactful changes to workspaces.

Website Development

We undertook the task of constructing a brand-new website for SJP Interiors, starting from scratch. Our primary goal was to launch the website within a tight 6-week timeframe, while also ensuring it could evolve and expand with future content marketing, SEO, and Ads initiatives.

The website’s core focus centered on displaying SJP Interiors’ impressive portfolio and client testimonials. To achieve this, we adopted a design approach that incorporated large graphics and user-friendly searchable case studies, allowing visitors to swiftly find projects similar to their interests for review.

For efficiency and scalability, we chose WordPress as the content management system and utilised Elementor to expedite development. This combination enabled us to build a high-quality website efficiently while leaving room for future growth and enhancements.

Implementing HubSpot CRM

In order to enhance lead management and track the effectiveness of marketing efforts, we seamlessly integrated HubSpot CRM into SJP Interiors’ operations. This CRM solution empowered them to efficiently handle leads, monitor customer interactions, and gain valuable insights into their marketing and sales endeavors.

Hubspot also gives us the flexibility to report on all areas of our marketing, from Search to Ads, as well as serving as a Hub for content downloads that allows us to see exactly what leads are engaging with.

Moving forward

With the website launched and the rebranding complete, we have shifted our focus to driving traffic and generating leads for SJP Interiors. Our digital marketing experts devised a multi-faceted approach that includes:

Search Engine Optimization (SEO)

Our SEO experts conducted thorough keyword research to identify relevant search terms and phrases frequently used by potential customers in the interior design industry.

With this data, we can optimised the website’s on-page elements, including meta titles, meta descriptions, header tags, and content, to align with the identified keywords.

By developing individual landing pages for their indidiuval specific services, as well as regional pages, we’re able to attract much more relevant leads and opportunities.

Google and LinkedIn Ads

Leveraging Google Ads and LinkedIn’s advertising platform, we’ve created targeted ad campaigns to reach the right audience segments. These campaigns are designed to increase brand awareness and drive users with high buying intenent, to the website at the right time.

Content Marketing

We developed a content marketing strategy that included creating informative and engaging blog posts, articles, and social media content. This not only will position SJP Interiors as an authority in the interiors industry but also drove organic traffic to the website.

Results and Impact

Working closely with the client, we we’re able to help pivot this business away from their legacy business model, to a new direct to consumer approach which opens up their business for growth.

Within the tight timeline of just six weeks we’ve repositioned the SJP’ brand, developed and created their messaging, launched their website and created strategies to drive traffic to the site.

Enhanced Brand Visibility

The rebranding efforts and digital marketing initiatives improved SJP Interiors’ brand visibility and recognition in the interiors market.

Conversion Rate Optimization

The website’s user-friendly design and informative content improved the overall conversion rate, turning more visitors into potential customers.

Efficient Lead Management

With the implementation of HubSpot CRM, SJP Interiors could efficiently manage leads, nurture prospects, and monitor their marketing performance.

Created Lead Generation funnel

The combination of SEO, Google Ads, and LinkedIn Ads create a lead generation funnel, that will produce a steady flow of qualified leads for SJP Interiors.

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