Sunshade are a leading group of installers and fabricators of shade sails, screens and outdoor shade across New Zealand. Their ‘0800 Sunshade’ brand was well dated, the copy felt functional but not inspirational, and their old custom WordPress website sat unsupported and at risk.
InHouse Marketing began supporting Sunshade in 2020 and worked through the important tasks ahead.
The brand building
The brand development project was lead by Marise and developed in conjunction with Jodi, the Sunshade licensees and the head office licensor. Our mandate was to raise consumers’ perception of the brand and attract a higher quality customer, making their marketing do more of the heavy lifting. It also needed to stand out from the crowd against a large set of local and national competitors.
Informed by our brief, Hawke’s Bay graphic designer Tania from Electric Turtle Design worked to create a set of design concepts. We then collaborated on this with the clients and stakeholders to arrive at a new look for the logo. Alongside this we worked to adapt their name from 0800 Sunshade to simply Sunshade, and achieve their clarified brand positioning line – ‘Sunshade – shade + screen specialists’.
This provided a clearer representation for consumers of their offering and high level of expertise, as well as offering a clear competitive point of difference.
The new website project was coordinated by Jodi, who developed the clear brief and took it to the market. NZ Digital were the developers chosen by the client due to their credentials and clear promise around site speed and user experience – a factor that was important given the business’ reliance on the website and SEO as a core lead generation tool.
Website copywriting was developed by Jodi in accordance with best practice SEO, based on a clear keyword strategy. Combined with the strong web build this ensured that when the new website went live it not only maintained but exceeded its existing level of organic traffic and website engagement.
The NZ Digital team worked hard to provide a beautiful looking site for Sunshade that aims to inspire people to invest in beautiful and quality outdoor shade with Sunshade. The project has delivered on this result and while it is still early days, marketing results have improved greatly for the business thus far.
Then when everything was ready, we helped by rolling out the rebrand and website across all their promotion tools – ensuring a consistent message and look across everything from online listings to social media, vehicle signage and uniforms to MailChimp templates.
Overall this project was an example of the type of holistic marketing planning and coordination that we can do for you at InHouse Marketing. Often people ask us what we do and in cases like this, the answer is that we pull all of the parts of marketing together to make them work cohesively, and ensure they are delivered to your specs and requirements for results.
The stuff that you might not have the time to organise or the expertise to carry out – we can manage the project, do the doing, and connect with the right specialists when needed as well.
To discuss your own ideas for your marketing do get in touch with us.