PLE Painting Brand Activation
Brand
Introduction
PLE Painting is an award-winning Vancouver painting contractor company. They are a sought-after painting company in the Lower Mainland, with top-notch ratings from their clients, employees and partners.
Founded by Jay Newell & Elliott McGregor, the PLE team has painted iconic Vancouver structures like the NatBailey Stadium, the UBC Baseball Training facility, and the Vancouver General Hospital (VGH) helipad.
BRAND ACTIVATION
- Social Media Management
- Email Marketing
- SEO Strategy & Execution
- Website Maintenance and Optimization
The
Challenge
In 2021, the world had changed a lot from 2018, when we first worked with PLE to recreate their brand. By 2021, PLE Painting had established itself as a well-known and respected brand in the trades/construction industry in the Lower Mainland.
Their goal in 2021 was to activate their marketing engine and create a healthy sales pipeline. Their primary motive was to keep their teams busy during the lean winter season.
Many painting/trading companies have contractual employees who have to find different jobs during the winter because of their low demand. PLE Painting is different from that type of company; most painters are full-time employees.
They wanted to get more B2B leads but only from companies whose values aligned with PLE’s. They wanted to work with progressive construction companies that implemented best practices and were pushing the industry’s limits.
Our mandate was to create and propagate a brand message that resonates with progressive contracting companies, property and strata management companies and high-end single-family residential homes.
Our
Approach
To be specific, PLE wanted us to achieve the following:
- Improve their website performance
- Improve their social media presence
- Kickstart their email marketing
- Set up a website for long-term SEO success
- Ensure that the website speaks to the revised target audience
- To improve their employer branding through digital marketing
- To get more qualified leads
To kickstart marketing activation, the first step is to audit PLE’s existing digital properties. After we developed their website, PLE gave the website maintenance to some other vendor, and its health has deteriorated since 2018. We also audited their digital health across platforms like Facebook, Instagram, Google and Bing. This is how we approach each channel:
Website
- Improve performance by improving code
- Fix technical SEO issues (there were tons’)
- Improve website UX based on the revised target audience.
- On-page optimization to improve SEO health.
Google + Bing (SEO)
- We submitted the PLE website sitemap to both platforms.
- Optimized their Google My Business page to attract relevant leads.
- Conducted keyword research to find relevant target keywords.
- Optimized website based on targeted keywords
- Found low-hanging opportunities to build organic traffic
- Created content publication plan and posted blogs regularly
- Developed a backlink strategy and won relevant backlinks.
Social (Facebook & Instagram)
- Created a content marketing strategy for improving PLE’s social media presence
- Developed a content calendar for regular posting on social media.
- Create a brand presence aligning with PLE’s vision and business goals.
Email (Mailchimp)
- Combine marketing contacts from different sources
- Clean their marketing list
- Use the email channel for company updates and special promotions.
PLE’s GOOGLE MY BUSINESS PROFILE
INFOGRAPHIC
SOCIAL POST (HIRING)
SOCIAL POST (PROMO)
The
Results
The PLE marketing activation project created a lot of positive brand recognition for the PLE brand on the digital landscape. Here are some key results from that year-long engagement:
The PLE painting project culminated in the following:
- A recognizable and award-winning brand that resonates with the target audience.
- An entirely new logo and visual identity that communicates PLE’s core values and strengths.
- A repeatable brand language that key audiences can recognize and differentiate from competitors.
- A custom-designed website that communicates PLE’s brand story and distinctions to its three audiences: Employees, Commercial Clients, and Residential Clients.
- A lead generation website that tells the PLE story and converts casual traffic into interested leads.
Our work for PLE Painting won the 2018 Summit Marketing Effectiveness Platinum Award and the 2019 Ascent Winner- Global Trend Marketing Award.
PLE’s AWARDS
DOMAIN AUTHORITY
WEBSITE SPEED
FACEBOOK REACH
INSTAGRAM GROWTH
REX strategically guided PLE Painting through their rebranding process, including a new logo, uniforms, brand identity, colours, company culture, marketing strategy, and more."
Since then, our website has been capturing higher-quality leads. In the last two months of 2024 alone, I counted $95K in revenue from just two leads that came directly from the website.
Thank you, REX, for creating value and helping our brand attract the clients we truly want to work with.
ANA CARTAGENA, PLE PAINTING