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Case study

Johnson Tiles: Storytelling that sells

Sometimes run-of-the-mill marketing tools are the most effective. It's about landing the story and changing-up the delivery.

The opportunity

RIBA registered architects & designers (A&Ds) have to do 35 hours of learning every year to keep their professional status.

This is a great opportunity for product manufacturers to get in front of this time-strapped group. Many create bespoke training materials (CPDs) - the challenge is having something interesting to say.

Katie Jordan

Topline results

Tackling the brief

The brief was to create a couple of CPDs to give Johnson Tiles' real stand out. Something different both from a theme and delivery perspective.

It also needed to reflect that Johnson Tiles is the UK's only ceramic tile manufacturer with a rich heritage based in the Potteries.

What's more, the CPDs had to pass the strict guidelines of the Royal Institute of British Architects (RIBA) and reflect the brands 120 years in business.

Email & DM Events PR and thought leadership Social media (paid and organic) Webinars & presentations Web copy (on & off-page content)

Doing the research

Hattrick carried out a content audit of existing CPDs to map out the good, the bad and the ugly.

The team then did extensive desktop research to uncover current and relevant themes to build the suite around.

This comprehensive piece of work allowed the team to come-up with an approach that was convention busting in approach - and delivery:

- Four CPDs built around a central theme

- Multi-format delivery with an external expert

Workshop Campaign strategy & planning Desktop research Third party collaboration Expert collaboration

Building it out

Taking inspiration from the ‘Living with Beauty’ report, Hattrick developed the overarching theme; Making It. Beautifully.

This kind of holistic approach had not been tried for CPDs in this sector before and has been very well received.

CPD presentation


Hattrick also suggested switching the presentation format up.

Working with author and keynote speaker Katie Treggiden, they created one of the CPDs together.

The collaboration also involved launching the presentation at an interactive event and workshop at Material Lab in London.

And to give it longevity - and ensure Katie's expertise would be available at future CPD events - it was filmed and included as part of the sales team's presentation.

CP Ds mockup 1

CP Ds mockup 1

I have been working with the Hattrick team for almost a decade and really rate them. They are incredibly creative and really deliver for their clients.
Katie Treggiden Journalist, Design Author & Influencer

Johnson Tiles Material Lab2022181

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