One of our first strategic recommendations was to create some clarity (both internally and externally) on what Rainbow Club really stands for in the market. We immersed ourselves in the business through a series of workshops and research with key stakeholders, assessing the various strands of the brand and how they were currently being communicated, as well as any potential areas for improvement.
One of the key changes we put in place was to refine the overarching brand architecture by identifying opportunities for growth and clarifying the portfolio. This gave the sales team a clear focus and direction when selling in the collections to retailers and also helped restructure the website to give consumers more understanding of the brand offering.The new brand architecture is instrumental to Rainbow Club’s future marketing strategy.
The concept tied into the 400 year anniversary of Shakespeare’s death, drawing inspiration from A Midsummer Night’s Dream and the beauty of nature. This ethereal quality was a key theme we discussed with the Head Designer at Rainbow Club and something we wanted to faithfully recreate through the copy, design and imagery.
By carrying out research with retailers we created Collection books that were beautiful to look at but also more functional and useful, POS material that helped drive sales and brand awareness and a more concise, fashion styled Look Book for consumers to give them a taste of the brand and drive them on to the website.
SEO activity has included back-end improvements and content production. This has seen Rainbow Club rise to the first result for many key search terms on Google and other search engines, as well as improving page rankings across other keywords in the competitive retail marketplace.
Our PPC strategy has also been successful, making Rainbow Club’s budgets work more efficiently with ongoing testing and review. This is a fundamental value of our digital activity, with continual refinement and development.
In August 2018 the website is trading at an increase of 22% compared to the same time last year.