THE CHALLENGE
Redland is a brand of the worldwide Monier Group. With operations in 42 countries and over 150 production sites, Monier is the leading worldwide supplier of roofing materials and solar panel systems (PVU).
Pomegranate won the pitch to develop Redland's consumer focused strategy and provide the complete creative production of the dedicated online communications, with the aim to enhance attraction and product awareness from the top 20% of UK property owners.
The challenge for Pomegranate was to create a website and a consumer brand that could guide homeowners through the complexities of the most common roofing projects, from initial research to specifying a Redland approved trade professional.
THE SOLUTION
During the early stages of the project we worked closely with Ridgemount PR and Redland's sales and marketing teams to identify the core brand proposition to be expressed through the new consumer website.
The design and structure of the website provides an approachable, informative platform that instantly engages the viewer, identifying from a consumer perspective and not trade. The programme establishes the credibility of Redlands consumer facing brand, enhancing the perception of Redland as the 'peoples champion' in the sector, developing recognition through added value and premium quality assurance.
The site focuses on providing consumers with jargon free help and advice on their individual roofing projects highlighting Redlands vast roofing knowledge whilst promoting the most relevant products for their project.
Once the consumer has a clear understanding of their projects requirements they are able to access the 'Find A Roofer' feature. This is the primary function of the website helping to link homeowners who need to re-roof their property or to extend their existing roof, with specialist local roofing contractors who are able to carry out the work.
THE OUTCOME
The new consumer focused proposition and website design has been universally accepted by Redland and Monier. With the consumer launch scheduled for launch towards the second half of 2011.
