All hands on deck for the Arbordeck Awards
What was the brief?
Following the successful launch of the ‘Arbordexperts Installer Awards’ in 2018, we were tasked with expanding this bold marketing campaign for the following year. With the awards proving popular amongst Arbor Forest Products’ core market of UK-based decking installers, we relaunched them for 2019 as the ‘Arbordeck Awards’ with a new look, an expanded marketing strategy, and even a new category for installers to enter.
What did we do?
Using feedback from the 2018 awards, we were able to establish which elements worked well and which could be improved. This resulted in us implementing a full brand refresh along with a more robust e-marketing strategy for the 2019 Arbordeck Awards.
Our strategy for the relaunch was divided into three key strands:
- Content marketing: SEO-ready content specially created for the Arbordeck Awards pages, monthly keyword-rich blogs posted to Arbordeck’s website, and news stories and blogs posted to Pro Landscaper’s website as part of an agreed digital package
- E-marketing: e-shots sent to potential entrants throughout the campaign, and content issued to Pro Landscaper to be sent to its database
- Social media: an awards takeover during the event, interactive on-the-day social media content, the creation of graphics and GIFs, the creation of social media asset packs for Trex stockists, and boosted content
What was the result?
There was a 57 per cent increase in Arbordeck Awards entries compared to 2018, with 47 per cent of the UK’s TrexPROs submitting at least one project
E-shots sent throughout the campaign period reached a highly engaged audience of 5,808 with an open rate of 36.4 per cent – the industry average is 21.77 per cent
Interest in the 2019 Arbordeck Awards saw an increase in social media impressions of 88 per cent
The Arbordeck Awards are now a regular feature in Arbor Forest Products’ calendar, and are currently in their third year