One of the prime objectives in providing marketing communications support activity for our clients is, invariably, to help them differentiate their products or services from others in what is usually a competitive marketplace. Occasionally though, a company comes along with a proposition that is so unusual and has so little competition, the communications task becomes one of awareness and education, rather than differentiation. A recent example is Reface Ltd, one of the few companies in the world to offer an on - site service for the restoration of commercial glazing that has been damaged by surface scratching, or has become so heavily stained that conventional window cleaning techniques are ineffective. There is not even the need for the glass being treated to be removed from its frame at any time during the restoration process. Although a small website was already in existence, it was simply not comprehensive enough to effectively communicate what Reface could offer. Our recommendation was that the website should be central to the marketing activity, with advertising, direct marketing and press relations activity geared to generating site traffic. The Creative Department were appointed to substantially redevelop the site and provide the necessary communications support activity.

Accessible and informative

Reface offers four core services - scratch removal, chemical cleaning, spatter treatment and resin repairs. In addition, a consultancy service is in place to advise on the likely causes of on - site glazing problems and suggest the most cost - effective ways of dealing with them. We approached the task by designing the site in sections, each headed by a core service, enabling visitors to quickly identify their particular problem and establish the likely cause of it.

Then the various available treatments are explained, including the method of restoration and, if applicable, the chemicals involved in the process. Finally, a section that explains what type of surfaces can be treated and the quality of restoration likely to be achieved on that particular surface according to the Glass and Glazing Federation's 'Visual Quality' standard. Literature download and contact pages were incorporated as well.

A further major section was also developed, featuring case studies. This allows visitors to see in detail how some of the most prestigious buildings in the country have benefited from the Reface glazing restoration service.

The website can be viewed at www.reface.co.uk

Has your website kept pace with company change?

Contact Adrian Hargreaves: adrian@creative-department.com or Lucy Garrett: lucy@creative-department.com and bring things up to date

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