Project Description

MPL Company Website

The Client

MPL was one of the original cultured marble companies in the US. Although founded back in 1962, MPL continues to be leader in commercial shower industry advancements and technology to this day. The team at MPL focuses on variety, offering tub and shower surrounds in several patterns, colors, textures, and with diverse accessories to help commercial properties like hotels, apartment complexes, senior living, and student housing developments offer luxurious easy-to-clean shower spaces to their tenants. Committed to continuous advancement, MPL tirelessly works to find the perfect balance between style, function, durability, and ease of installation.

Communicatorawards_Icon 2021 Gold, Website (Manufacturing),
The Communicator Awards

Tile Collage

The Request

MPL originally connected with the Ocreative team to create a print advertising strategy for their brand as they brought their product to new markets. While working through their print campaign, the MPL team decided they wanted their web presence to be as engaging and attractive as their new ads. Together, we developed a temporary landing page strategy for their new markets as we developed a completely new website designed to educate potential clients and drive new commercial leads.

The Strategy

We began with an in-depth analysis of the company’s products and services, using specially developed digital surveys and market research to drive the site map strategy. After identifying the most successful combination of pages, we worked with the MPL team to determine the new language and tone of the website. Taking into account tried and true principles in UX/UI we developed an information architecture strategy that created clear and obvious pathways for customers to request quotes for the products of their choice. We wrote custom copy, optimized to drive sales, for each page, to ensure user impact across the site.

Mpl Website On Mobile
Mpl Product Photo

The Strategy

Our in-house photographer did a series of product photo shoots for each type of pattern and accessory so potential clients could view the products in real time rather than waiting for a sample. We also styled a series of product vignettes to show each product in a curated bathroom environment. We used this photography throughout the new website and additional marketing collateral for MPL.

We also worked with the MPL sales team to integrate a new CRM that would allow them to capture leads in a more detailed way, to create more accurate sales projections and pipelines for the company. We embedded a series of forms for each market to help their team track lead generation by market.

The Outcome

The final award-winning website acts as a perfectly curated, interactive product catalog that allows users to view products in real time. Potential customers can now effectively view product options and download specs and installation instructions in an instant. A robust resource section allows the sales team to provide crucial information in an instant while tailored video and professional photography help potential clients envision MPL tub and shower surrounds in their space. While developing their web copy, we also curated a series of taglines, including their signature phrase “year after year” which has become the cornerstone of their marketing campaign.

The tone, language, and aesthetics of their new website also set the tone for our other marketing projects including trade show collateral, brochures, social media, and search ads. This unified aesthetic and messaging helped to solidify the MPL brand among consumers and created a strong foundation for future marketing initiatives.

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