Client: Niche Group | Bradford
Completion: 01/03/06 - 01/05/10
Disciplines: Digital, Bespoke E-commerce, Photography, Design for Print.
Project Summary
The Niche Group trade exclusively online and have become a leading provider of motor vehicle finance, specialising in Contract Hire, supplying a vast amount of new vehicles throughout the UK.
In addition to their finance business, Niche operates a mail order e-commerce division distributing aftermarket vehicle parts on both a national and international basis.
Firstly, their car finance arm supplied new vehicles to a mass market audience, both male and female, with a wide ranging demographic from new drivers through to retired drivers, encompassing all budgets.
Secondly, a new brand was developed to run alongside the car finance business. The new venture nicheconversions.com had a completely different target audience consisting of aftermarket car modification and tuning enthusiasts.
Working with existing branding AB&Co were asked to provide a suite of online communications.
We initially developed their existing website to incorporate a large scale bespoke Content Management System (CMS) in order to efficiently display in-depth motor vehicle specifications and finance figures.
The Motor Industry is a notoriously difficult sector to yield page 1 search engine rankings without having a substantial long term Search Engine Marketing budget in place. This isn't a reality for most SME’s.
The CMS was therefore designed and created specifically with SEO in mind to further enable the client to gain targeted internet traffic without having to invest heavily in Pay Per Click advertising. Subsequently, further work was carried out to facilitate communication with larger audiences and to promote new product ranges and services.
We created multiple sites that connected with the mass and multiple niche audiences whilst simultaneously providing seamless integration and strong cohesion between it's online brands.
The Result
The websites connected successfully with their target audiences, who where engaged by the simplicity and intuitive design of the user interfaces which they found both appealing and easy to use.
Niche received positive feedback and an instant response following the launch of the sites.
The long term SEO strategy combined with the CMS have enabled comprehensive indexing of the site content across the search engines. In what is an extremely competitive sector this has generated highly targeted traffic for the company.
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