Brand Identity
Web Design
Brand Naming
Photography
Elevating TC Matthews’ Brand Through Strategic Social Media and Visual Content
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Project
Overview
TC Matthews is one of Ireland’s leading flooring specialists, known for offering a wide range of high-quality flooring solutions including carpets, wooden floors, vinyl, and luxury tiles. With multiple locations across Ireland and a reputation built on over a century of experience, TC Matthews continues to be a trusted name for both residential and commercial flooring needs.
Premium Plan
“Collaborate with R22 for Seamless Management of Your Digital Marketing and Web Design Initiatives.”
— Noel Kavanagh, Director of Kavanagh Group
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Key
Stats
The comprehensive social media and content creation strategy led to significant improvements in TC Matthews’ digital presence:
- Increased Social Media Engagement: Organic social media efforts resulted in a significant increase in reach and a significant boost in engagement metrics, including likes, comments, and shares.
- Enhanced Brand Visibility: Paid social media campaigns delivered a 10% increase in traffic to the TC Matthews website, with a notable rise in inquiries and sales, particularly for premium flooring options.
- High-Quality Visual Content: Monthly photography and videography sessions provided a consistent stream of professional content, greatly enhancing the visual appeal of TC Matthews’ social media feeds and marketing materials.
- Improved ROI on Ad Spend: Through targeted ad campaigns and continuous optimisation, TC Matthews saw a substantial improvement in ROI, with lower CPC and higher conversion rates.
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Challenge
TC Matthews aimed to enhance its digital presence, particularly on social media, to better engage with its target audience and showcase its wide range of flooring products. The company faced several challenges:
- Limited Social Media Impact: TC Matthews needed to increase its visibility and engagement on social media platforms, both organically and through paid campaigns.
- Need for Consistent High-Quality Visual Content: To effectively market its products, the company required regular, professional photography and videography that could capture the quality and variety of its flooring offerings.
- Targeted Lead Generation: Paid social media campaigns needed to be optimised to drive targeted traffic and generate leads, particularly for their premium product lines.
Content Optimization
Link Building Mastery
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Strategy
Rooftop Twenty Two was engaged to manage TC Matthews’ social media strategy and content creation, with a focus on delivering results through a combination of organic and paid efforts:
- Organic Social Media Management:
- Content Strategy Development: Created a comprehensive content strategy that focused on showcasing TC Matthews’ products, customer installations, and expert advice. This strategy was designed to build brand awareness and establish TC Matthews as the go-to expert in flooring solutions.
- Community Engagement: Implemented tactics to engage with followers and potential customers through interactive posts, polls, and Q&A sessions, fostering a stronger online community around the brand.
- Platform Optimisation: Ensured that all social media platforms, including Facebook and Instagram, were fully optimised with up-to-date information, appealing visuals, and consistent branding.
- Paid Social Media Campaigns:
- Targeted Ad Campaigns: Developed and managed paid social media campaigns aimed at driving qualified traffic to TC Matthews’ website and physical locations. Campaigns were tailored to specific audiences, focusing on high-value products such as luxury carpets and wooden flooring.
- A/B Testing and Optimisation: Regularly tested different ad creatives, audiences, and messaging to optimise campaign performance, ensuring the best possible return on investment (ROI).
- Performance Tracking and Reporting: Provided detailed reports on campaign performance, including key metrics like cost per click (CPC), conversion rates, and overall engagement, allowing for data-driven adjustments.
- Monthly Photography & Videography:
- Professional Content Creation: Conducted monthly photo and video shoots to produce high-quality content that showcased TC Matthews’ extensive range of flooring products and real-life customer installations.
- Multi-Platform Use: Ensured that the visual content was versatile and could be used across multiple platforms, including social media, the TC Matthews website, and digital ads, maintaining a consistent brand image.
- Storytelling Through Visuals: Focused on creating visual stories that not only highlighted the products but also the lifestyle and ambiance they could bring to a customer’s home or business.
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Impact
Rooftop Twenty Two’s strategic approach to social media management and content creation significantly elevated TC Matthews’ digital presence, driving growth in brand awareness, customer engagement, and sales. This case study demonstrates Rooftop Twenty Two’s ability to deliver tailored, impactful marketing solutions that align with the unique needs of each client.