Rayglass Boats | Digital Marketing | Case Study - NZ Digital
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Rayglass Boats

Building brand awareness
for one of New Zealand’s
most iconic brands

 

 

Services

SEO Blogging
Email newsletters
Instagram posting
Facebook posting
SEO
Reporting

#therayglassway

Established in 1985 Rayglass Boats are recognised as leading designers and manufacturers of high-quality GRP power boats.

Constructed of fibreglass and produced in the Legend sport fishing and cabin cruiser styles as well as the Protector rigid inflatable pontoon (RIB) style of work, leisure boats and tenders. Rayglass Protector supply workboats and tenders for America’s Cup officials and teams, Super yachts, Coast Guard and Military on water patrol.

Rayglass’s innovation and quality have been recognised year in and year out at the New Zealand National Boat Show Awards, with our models winning 50 “Best of” awards at the shows.

Challenges & Objectives

rayglass-case-challenge-1

Increasing brand awareness

Rayglass Boats want to dominate the fibreglass boat industry in New Zealand. Building brand awareness through content promotion will be key to monopolise this market online.

rayglass-case-challenge-2

Building a stronger social media presence

While Rayglass have impressive domain authority on search, their social media presence was slightly lack lustre. Our strategy puts increasing Rayglass brand awareness on social platforms at the forefront.

rayglass-case-challenge-3

Increasing organic traffic

With strong domain authority, Rayglass get their share of named keyword searches, but were missing out on valuable organic traffic through more generic search terms. Our strategy focussed around capturing more of this search traffic.

What was done

We started with an overhaul of the UX and UI of the site, adding a number of pathways for users to find key information and removing any barriers that could stop users enquiring. The blog was also added to help increase repaeat users to the site and showcase the expertise and knowledge the Rayglass team has.

Our strategy for Rayglass was simple: create and promote useful, informative content and push out on social platforms to increase organic and paid reach. Each month, we have been implementing the following for Rayglass in line with their strategy.

What was done

We started with an overhaul of the UX and UI of the site, adding a number of pathways for users to find key information and removing any barriers that could stop users enquiring. The blog was also added to help increase repaeat users to the site and showcase the expertise and knowledge the Rayglass team has.

Our strategy for Rayglass was simple: create and promote useful, informative content and push out on social platforms to increase organic and paid reach. Each month, we have been implementing the following for Rayglass in line with their strategy.

Campaign Digital Platforms

Website

We designed and built a blog on the Nicholson’s website to be the content hub we drive external traffic to

Mailchimp

We have integrated Mailchimp to the Nicholson’s website so anyone who subscribes to the list automatically receives the latest newsletters

Facebook

We have integrated Mailchimp to the Nicholson’s website so anyone who subscribes to the list automatically receives the latest newsletters.

Instagram

We use Instagram as a brand awareness tool, encouraging user generated content.

Deliverables

What the client says

“Adam and his team at NZ Digital have been fantastic to work with. Attention to detail and great people are the first things that come to mind when we were working with NZ Digital to develop our website. We can highly recommend this team to get the job done for you.”

Matthew Flanagan, Rayglass Boats

The Results

Through a robust content marketing strategy, Rayglass are dominating the online GRP boat market, their social media following is increasing drastically and email database has seen steady growth.

41.85%

Increase in organic traffic to the website

17.00%

More millennial traffic to the website

132.00%

More enquires through the website

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