PLYTECH
Raising the profile of a trusted roofing brand
OUR WORK > PLYTECH
Brand refresh, website design and ongoing integrated marketing
Plytech had already earned a strong reputation within the flat roofing industry.
The family-run business combined high-quality products with technical knowledge, practical training and the kind of personal support that roofing contractors genuinely valued.
But in an increasingly competitive market, reputation alone wasn’t enough.
Plytech needed a stronger online presence and a more structured approach to marketing so that more roofing professionals could discover its products, understand its expertise and see the support available to them.
Having originally created the Plytech identity more than a decade earlier, we returned to refresh the brand, develop a new website and create a joined-up marketing approach spanning SEO, articles, social media, email campaigns and printed materials.
The result is a stronger and more visible brand that reflects Plytech’s knowledge, innovation and commitment to the roofing trade.
The project at a glance
Client: Plytech Ltd
Sector: Flat roofing products, supplies and training
Support: Brand refresh, product branding, website design, SEO, article writing, social media marketing, email marketing, brochures and product literature
Goal: Raise Plytech’s industry profile, increase online visibility and help more roofing professionals discover its products, training and technical expertise
A strong reputation ready to reach further
Our relationship with Plytech began more than a decade ago, when Mark originally created the company’s branding.
Since then, the family-run business had continued to grow its product range and reputation within the flat roofing industry.
Plytech supplies high-quality materials including EPDM membranes, roof edging systems, adhesives and sealants. Alongside products such as Elevate RubberCover EPDM, the company has developed its own trusted solutions, including QuickTrim, QuickBond and QuickCover.
The expertise behind the business is just as important as the products themselves.
Plytech’s founder, Eddie Norris, invented the QuickTrim flat roof edging system, while Managing Director Marc King and the wider family team have continued building a business known for its knowledge, service and support.
However, there was an opportunity to tell that story more clearly.
Plytech wanted more roofing professionals to understand the quality of its products, the practical training available and the expertise they could draw upon before, during and after an installation.
The business didn’t need to reinvent itself.
It needed to make more noise about what it was already doing brilliantly.
Refreshing the brand without covering up its history
Because the existing Plytech identity had been established for many years, the brand refresh needed to feel like a natural progression rather than a sudden change of direction.
We modernised the identity while retaining the familiar qualities that existing customers already recognised.
The refreshed branding gave Plytech a more current and confident appearance without losing the trust and history associated with the original design.
We also developed identities for Plytech’s own product range, including QuickTrim, QuickBond and QuickCover.
This created a clearer relationship between the individual products and the wider Plytech brand, while giving each one enough distinction to be promoted effectively in its own right.
The result was a flexible brand family that could work consistently across packaging, product information, printed literature, the website and ongoing marketing.
Building a website around the needs of the trade
The new website needed to do more than provide Plytech with a polished online presence.
Roofing contractors, merchants and installers visit the site looking for practical information. They need to understand which products are available, how they work and where they can access training, technical guidance or further support.
We created a clear, professional website that made it easier to explore Plytech’s products, learn about its training and understand the expertise behind the business.
The content placed Plytech’s knowledge and service alongside the product range, showing that customers weren’t simply purchasing roofing materials.
They were gaining access to a team that understood the products, the installation process and the challenges installers face on site.
Clearer routes through the website helped visitors find relevant information and take the next step, whether that meant exploring a product, requesting support or booking training.
Using articles, FAQs and SEO to make expertise easier to find
A strong website still needs to be found by the right people.
We developed an SEO strategy to improve Plytech’s visibility in search results and help roofing professionals discover the business while looking for products, installation advice and answers to common roofing questions.
Rather than treating SEO as a collection of keywords added behind the scenes, we used Plytech’s genuine expertise to create useful website content.
Industry articles allowed the team to answer common questions, discuss installation challenges, share technical advice and explain the benefits of different roofing products and systems.
This gave potential customers helpful information at the point they needed it while demonstrating the depth of knowledge available from Plytech.
The articles also gave the website a growing source of relevant content, supporting improved search visibility and creating useful material that could be shared through email and social media.
Keeping customers connected through email and social media
Plytech’s marketing needed to remain active after the new website was launched.
We developed an ongoing organic social media approach that allowed the business to highlight its products, share advice, promote training opportunities and stay visible to roofing contractors and merchants.
The content balances product-led messages with useful information and industry knowledge, helping Plytech maintain a recognisable presence without every post feeling like a sales pitch.
Email marketing gives the business another way to communicate directly with customers.
Targeted campaigns are used to share product information, special offers, training opportunities, technical advice and relevant seasonal guidance.
By connecting the articles, website, email marketing and social media activity, each piece of content can work harder.
An article can support search visibility, provide useful material for an email campaign and create several social media conversations, giving Plytech a more consistent and joined-up marketing presence.
“They really understood what I wanted to create and brought it to life in a way that feels completely ‘me’.”
Giving the sales team practical tools to work with
Digital marketing formed an important part of the project, but Plytech also needed professional materials that could support conversations away from the screen.
We designed a new company brochure and a range of product-specific leaflets, giving the team clear and visually consistent tools for explaining the business and its products.
The materials brought together product benefits, technical information and the wider Plytech brand in a format that was easy to use at meetings, training events and within the trade.
Industry articles and product information also helped reinforce Plytech’s credibility, giving customers useful content rather than relying solely on sales messages.
From the website and emails to brochures and social media, every element now contributes to the same clear story.
What changed
A more confident and connected brand
The refreshed identity and product branding gave Plytech a stronger visual presence while retaining the familiarity and reputation built over many years.
Greater visibility in the roofing industry
The new website, SEO strategy and regular articles made Plytech’s products, training and technical expertise easier for roofing professionals to discover online.
Marketing with ongoing momentum
Social media, email campaigns and printed materials now work together, giving Plytech a consistent way to stay connected with customers and promote new products, offers, advice and training.
More than a one-off marketing project
Plytech’s online presence is now stronger, supported by improved search rankings, growing social media engagement and a brand that better reflects the expertise and innovation behind the business.
The website gives roofing professionals a clearer view of Plytech’s products and support, while ongoing articles, email campaigns and social media marketing keep the company visible and relevant throughout the year.
Most importantly, the project has developed into a long-term marketing relationship.
We were delighted to renew our marketing contract with Plytech and continue working alongside Marc and the team to build the brand, share their knowledge and ensure their products are seen by the right people.
Because a trusted reputation provides a brilliant foundation.
But it takes consistent marketing to help more people discover it.
Is it time to raise the roof on your marketing?
Your business may already have the expertise, products and customer service to stand out in its industry.
But if your website, branding and marketing aren’t working together, the right customers may never see the full value of what you offer.
We can help you turn your knowledge into a clearer brand, a stronger online presence and consistent marketing that keeps your business visible long after the initial project is complete.
If your marketing needs more structure, momentum or simply a bit more noise, let’s talk it through.
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