Integrated PR and marketing for TwoTwenty

TwoTwenty is a bespoke timber staircase manufacturer based in Derby, UK. The firm has enjoyed steady growth since it began in 2004, and consistently beats its sales targets year on year.

However, in 2016 the company’s founder, Ali Wright, asked us to help them go even further.

Ali wanted the business to gain more market share and build even stronger relationships with the firm’s already loyal customer base of housebuilders and builders’ merchants.

Visit TwoTwenty online

"LMC provided us with a unique look from within to understand what we wanted to sell, to whom and why. They then set about creating a measurable plan of how to target builders and merchants, partnering with us to ensure we surpass those goals."

TwoTwenty staircases photographed by LMC

TwoTwenty’s existing website functioned more like a simple product gallery. Instead, Ali and his team wanted a website that functioned as a lead generation machine, fine-tuned to attract the most lucrative sales opportunities.

Ali also wanted to increase awareness of the TwoTwenty brand among its key target audiences: UK builders’ merchants and SME housebuilders.

Our objectives included:

  • Building housebuilder, builders’ merchant and timber industry awareness of TwoTwenty’s unique offering in the timber stairs market
  • Building TwoTwenty’s profile as a serious and distinctive contender in this market
  • Increasing the profile of key people in the business, including the new senior management team
  • Helping the business win awards, get positive media coverage and significantly build its reputation

First, we interviewed a selection of TwoTwenty’s best customers. This gave us insight into their needs and challenges.

Armed with that understanding, we built a new website for TwoTwenty based on content and messages we knew would resonate with the firm’s target audience.

Next we put in place a content programme to keep the site fresh and up to date. The content was designed to meet audience needs and drive new business enquiries.

It included:

  • Case studies
  • Video testimonials
  • How-to guides
  • Company news stories

We also entered TwoTwenty into a number of high-profile industry awards. This led to coverage in key trade publications and local press.

The new website went live in December 2016. Within six months, it had risen to the top of Google search results for important search terms. As a result, sales enquiries via the website increased by nearly 200%.

With regular promotion through social media, email newsletters and PR activity, the number of people downloading content from the site increased tenfold in the first six months.

What’s more, award entries written by our team helped TwoTwenty win a number of high-profile accolades, including the Housebuilder Product Awards and local business awards.

"With contacts in the industry that are second to none, LMC knows and understands who to call on to get stuff done."

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