Arco

The company wanted to position its stores as the ‘go to’ trade outlet for workwear, footwear and weatherwear, with a focus on the professional tradesman and SME audiences.

The brief was to improve the retail environment, develop a coherent proposition and presentation of the offer to build footfall amongst trade customers, whilst retaining the integrity of the wider corporate brand.

Tradesmen live and work “job to job” and their time is precious. Yet they display loyalty to trade counters, often built on the back of the personality of the counter staff. In return for that loyalty, tradesmen expect great value and are always “looking for a deal”.

It was clear that to increase market share in this highly competitive market we required a direct, no-nonsense approach to tempt new customers to the stores.

Arco came to us with a brief to develop a useful infographic for businesses that illustrates their fall protection offer and the solutions they can provide. They wanted the content of the infographic to be based around a technical drawing of an imaginary building that they crafted internally to display their proposition.

As well as looking into a static infographic as requested, we also suggested that we could develop the ‘fall safety building’ into an interactive tool that sales and internal teams can use on a day to day basis.

This could have either been hosted on the Arco website or as an offline interactive PDF that could be used when sales reps can’t access the internet.

We also suggested that we make this part of a wider campaign producing supporting assets to use across email and social media to direct users to the tool. This would also help to inform their audience about issues surrounding fall safety and promote the Fall Safety Professional Services and products that Arco offer.

The end output was an interactive PDF with supporting email and social assets to build a wider campaign promoting fall safety.

We recreated the Fall Safety building as a CAD render to bring the building to life. More importantly we opted for CAD so that we could accurately represent the Fall Safety products that Arco offer. It is was fundamental that the render was a real-life representation.

Once the render was complete we created an interactive PDF document. We made it so users can click on hotspots on the PDF document itself to navigate off to different sections to find out more about the product/service of interest. This PDF is now used by the sales team at Arco on a day-to-day basis but it also is on the main Arco website as an always on resource.

We also created a series of social media and email assets to help promote the new resource but also to educate users about the different issues/areas of Fall Safety.

Quick response to a worldwide pandemic

On the outbreak of COVID-19, Arco looked to maintain their position as leaders in safety and wanted to produce clear and concise expert sheets as a reaction to the pandemic.

From PPE and face covering regulations to working safely during the outbreak, Arco wanted to created a number of expert sheets to help promote safety health and best practices.

As it was largely uncharted territory for most people, the sheets needed to be clear and actively avoid creating any confusion – any error in messaging could lead to serious consequences.

The sheets needed to be uniform in design to allow them to be collated and easily identified. In addition, they would need a resemblance to additional assets, such as social media graphics and email headers that would be used to promote the sheets in existing channels.

We got the messages across using minimal amounts of heavy copy and, instead, relying on clear illustrations which simplified even the most specialist knowledge.

The sheets were a huge success and provided an important asset to businesses during the pandemic – they were even distributed internally throughout the NHS.