ProTec - A Case Study

ProTeccnc.co.uk  was one of the first websites I was tasked to create and develop in a commercial setting.

I had done previous experimentation and work before, creating prototypes, this was a step into unfamiliar territory with unique challenges and a tight deadline.

The Challange

When first starting the project, I met with the client to understand their needs and the product they were selling. They were excited to bring a new line of “Protec” CNC routers which were designed for the UK Market. 

They wished to have a website that they could distribute directly from, featuring their key product line, which could be easily displayed on a tablet while they were presenting on showroom floors to potential customers. They also wanted me to assist with their social media presence and help develop the brand from the ground up.  

It then transpired that, while they had physical machines, they had nothing in the terms of product photography, descriptions or video assets.  In short, They needed someone to build all of this for them.

Goals

Taking this into consideration I drafted an overall outline and plan for how I would first approach their needs: 

  1. Finish the ProTec website and prepare it in time for presentation in mid-January 
  2. Overhaul social media accounts. Rework the presentation to a higher standard with a cohesive branding effort across all platforms
  3. Generate new branding and product photography to place onto Protec website

Requirements

Taking this into consideration I drafted an overall outline and plan for how I would first approach their needs: 

  1. Complete the ProTec website along with the product listings and use new images to display the new range, improve SEO

  2. Establish a standard for social media posts by creating new “templates” for posts to use for Instagram, Twitter and Facebook to create a more cohesive image for Protec.

  3. Remove previous social media posts which do not meet the new standards

  4. Create new videos, product images, descriptions, branding for products & social media.

  5.  

Research & Analysis

With an understanding of what was needed to complete the Protec website, I did an analysis of the competition that they currently had. This was in the form of reviewing three companies that were in the same industry and had similar levels of business. Through this comprehensive examination, I delved into various aspects of their online presence, including their social media strategies, website layouts, and branding techniques.

Upon reviewing the competitors’ social media platforms, it became evident that each brand had its strengths and weaknesses in terms of content quality, engagement tactics, and visual consistency. By dissecting their approaches, I gained valuable insights into effective marketing strategies and identified areas where Protec could stand out and excel.

Furthermore, I provided recommendations tailored to Protec’s needs, emphasizing the importance of standardizing branding, maintaining a consistent posting schedule, and enhancing content quality. These suggestions aim to elevate Protec’s online presence, increase engagement with their target audience, and ultimately drive business growth in a competitive market landscape.

In summary, my approach involved a thorough analysis of Protec’s competitors, followed by strategic insights and recommendations to optimize their digital marketing efforts. By leveraging industry best practices and identifying opportunities for improvement, I aim to position Protec as a standout player in their field, capable of capturing the attention of their target audience.

Initial Steps - Video Work

With a nine-week deadline in mind and a thorough understanding of their competition, I commenced the process of crafting a distinctive style for the Video & Photography work. This necessitated spending considerable time on-site to conduct bespoke product photography and devise strategies for advertising materials.

Despite possessing the necessary machinery, the company lacked a polished presentation and relied solely on a Word document listing the specifications for each machine. A crucial initial step was to generate compelling images for the product pages, alongside a concise video showcasing the capabilities of one particular machine, the Protec 84 Solo.

Drawing from my background in video editing and photography, I promptly formulated a comprehensive shot list and delineated the key segments required for the video. Additionally, I curated and procured background banners to obscure the workshop’s surroundings, imparting a more professional aesthetic.

Although the resulting video met the immediate requirements, its quality was constrained by the limited timeframe allocated. Given an extension, I would have invested additional time to refine it. While not initially within my scope of work, I recognized the urgency of producing these materials independently rather than waiting for the company or another team to do so.

Initial Steps - Photography

Transitioning to the next phase, I focused on photographing the products and accompanying accessories. Drawing from my experience with a lightbox, originally used for capturing my Warhammer models, I began by photographing the specially crafted cutters. After the smaller items were completed, I moved on to capturing detailed images of the machines and larger accessories, like the vacuum motor.

Each image underwent careful editing to ensure clarity with the desired aesthetic, and help create a cohesive visual identity across the site.

Testing and Iteration

Working within the parameters of a theme, I utilised Figma to outline a design that conveys the concept of the website to the viewer. Initially, I created a static hero section with buttons underneath to centralise all points of interest (such as where to book, who the dealers are, and what machines they had). However, the client felt that the page was too busy, prompting me to simplify and condense the front page.

This eventually evolved into a home page comprising four sections: the hero section, a brief description of their featured products, and a section for booking and viewing their dealership.

With the finalised Figma design, I could then proceed to work within WordPress to begin transforming the concept into a functional state.

Results and Impact

The project was successfully completed within the designated timeline and met the client’s expectations. The website proved to be highly effective and was embraced by Protec’s customers, resulting in the installation of multiple CNC routers across the UK.

Regarding social media, while the quality of content was maintained, marketing the product proved to be more effective through face-to-face interactions rather than via platforms such as Facebook and Instagram.

In retrospect, the potential impact of social media could have been maximised by utilising paid advertising services. Nevertheless, the main website achieved significant success, evidenced by a growing base of repeat customers and overwhelmingly positive feedback.

Conclusion

In conclusion, the project for Proteccnc.co.uk presented an exciting challenge that pushed boundaries and required innovative solutions. Tasked with creating and developing the website, alongside enhancing the brand’s social media presence from scratch, the project demanded meticulous planning and execution within a tight deadline of nine weeks.

Beginning with comprehensive goal-setting sessions and a thorough understanding of the client’s needs, the project evolved into a multifaceted endeavour. Our primary objectives included revamping the ProTec website, generating captivating product photography and descriptions, and establishing a cohesive social media identity.

Despite encountering initial hurdles, such as the absence of product imagery and marketing materials, strategic planning and proactive measures were implemented to overcome these obstacles. Leveraging expertise in photography and videography, I spearheaded the creation of visually captivating assets, including a compelling short video showcasing the capabilities of the ProTec 84 Solo machine.

The project timeline was carefully managed, with each phase meticulously executed to ensure seamless progression towards the final deliverables. Despite time constraints, the outcome surpassed expectations, with the website meeting the client’s standards and enjoying widespread use among Protec’s customer base. Furthermore, the strategic overhaul of the social media presence laid a strong foundation for future marketing efforts.

While certain aspects, particularly the utilization of paid advertising services on social media, could have potentially maximized reach, the overall success of the project is evident in the positive feedback received and the tangible impact observed, including increased customer engagement and sales.

In retrospect, the project underscores the importance of collaboration, creativity, and adaptability in achieving success in the dynamic landscape of web design and digital marketing. Moving forward, the lessons learned from this project will continue to inform and enhance future endeavours, reinforcing a commitment to delivering exceptional results and exceeding client expectations.

 

Protec - Final Product