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Merkley Supply Ltd.

Services Used

  • Virtual Marketing Management
  • Messaging and Positioning
  • Marketing Communications Plans & Budgets
  • Search Engine Optimization
  • Promotional Programs
  • Video Marketing

Project Summary

Kaszas and Merkley Supply have worked together since 2005. At that time, Merkley – the Ottawa-Carleton region’s oldest and most comprehensive masonry boutique – approached Kaszas with a problem common to many of our new clients: its website was badly out of date. But, the site’s problems were more than skin-deep – it wasn’t adequately serving Merkley’s existing customer needs, and didn’t speak to the company’s new target audience of home renovators and landscaping do-it-yourselfers (DIY). Since that time, Kaszas has served as Merkley Supply’s virtual marketing department, managing the company’s messaging, positioning and all marketing communications activities.

Approach

Prepared a key message strategy that guided us as we developed new content for each page of the website. This strategy identified who Merkley “is”, who it serves, why it is the best choice, and how Merkley could best speak to its target audience of architects, homeowners, builders and trades. The key message development process also helped us devise a new tagline for the company: “First Impressions That Last.”

Performed search engine optimization (SEO) research to identify Merkley’s current search performance compared to the most popular search terms used online for masonry and building supply products. Based on our research, we developed a list of prioritized keywords that we included in web copy and website metadata to boost Merkley’s search engine rankings on relevant terms.

Re-designed the website and developed a new content architecture to make the site more robust and useful for all Merkley audiences. Featuring a “how to” section complete with videos and installation guides, a project center with photos and project advice, a product and application search tool, and a virtual showroom tour, the new website provides useful information for both contractors and homeowners at any stage of their building project. Customers can also place orders and receive estimates online.

Provided and managed a marketing communications plan that outlined  key marketing activities and deliverables for the business year.

Impact

Merkley Supply’s physical showroom saw its busiest year to date, with an increase in traffic attributable to the website’s promotion of the showroom as an area open to the public.

The website was awarded the 2008 “Best Website” SAMMY award by the Greater Ottawa Home Builders’ Association (GOHBA). The website now appears in the top 10 search engine results for key masonry and building supply terms, and saw a 58% increase in daily visits between Fall 2007 and Fall 2008.

New visitors are finding the website – more than 70% of all web traffic comes from visitors viewing the site for the first time and customers and suppliers frequently volunteer positive feedback on the revamped site. The site’s professional look and feel has helped it stand apart from competitors and better reflect Merkley’s status as the region’s largest masonry boutique. Through monthly product announcements delivered by e-mail and a quarterly corporate e-newsletter, existing customers are reminded to visit the website.

We continue to support Merkley Supply through our Virtual Marcom Management service.

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