How This Is Delivered
Earned Media leads and is accountable for every workstream. For development and information architecture, we work with a trusted partner network we have vetted and vouch for. You deal with one team. We manage the rest.
The Foundation Problem
All Fasteners ranks at 24,000 organic visits a month. JBro is in the same ballpark. Timberfix is at 2,500. The gap is not a content problem or an advertising problem. It is an architecture problem.
14,500 products, no structured descriptions, three mandatory JIWA category fields driving a website structure that predates the business knowing what it needed the web to do. Before paid search, before shopping campaigns, before AI visibility, this has to be solved. A campaign driving traffic to a broken website costs money and loses customers.
Current State
- 2,500 organic visits per month
- 14,500 SKUs, minimal product descriptions
- JIWA ERP driving URL and category structure
- No variant product grouping (until recently)
- No shopping feed, no paid search
- 80% of orders still taken by phone
- Three vendors managing overlapping scopes
Opportunity
- 24,000+ visits achievable based on competitor benchmarks
- Rebuilding in the AI era, ahead of competitors
- Loyal customer base ready to shift to online ordering
- Strong brand sentiment and delivery reputation
- Category colour system already market-trained
- Shopping campaigns untapped
- AEO and answer engine visibility from day one
Why IA Comes First
- If the category structure is wrong, every URL we build will need to move later, costing redirects, authority, and time
- Shopping feed quality depends on how products are organised and described, get this right once
- AI visibility depends on structured, consistent, findable product data
- Development costs are lower when the blueprint is agreed before build begins
Information Architecture
This is the non-negotiable first step. Everything downstream, from the shopping feed to paid search to answer engine visibility, depends on getting this right. Earned Media will own this end to end.
We will conduct a full discovery process: structured sessions with the team, a walkthrough of the catalogue, conversations with staff who take the calls daily. We will map every product category, surface the overlaps, group variants correctly, and design a URL and category structure that serves both customers and search engines.
Simultaneously, we will conduct due diligence on WooCommerce versus alternative platforms, with particular attention to how each handles product bundles, checkout mechanics, free delivery thresholds, upsells, and trade portal functionality. We will consult with development partners, include your existing partner in the process, and provide a formal recommendation with a preferred path and a preferred partner.
Hosting will also be reviewed. Where your integration specialist's scope ends and where a single accountable partner makes more sense will be documented and proposed.
Deliverables
Product Data, Copy & AI Agent
While the IA work is underway, a second workstream begins immediately. The product descriptions needed for a shopping feed, for search visibility, and for AI answer engines do not exist yet. 14,500 SKUs cannot be written manually. We will build the infrastructure to generate them correctly, at scale, with human review built in.
We will start by mapping the required fields for Google Shopping campaigns and working backwards from that to understand what data already exists in JIWA, what Andrew is creating in WordPress, and where the gaps are. We will document the data ownership model: what JIWA provides, what the AI agent generates, and what Oliver or Andrew reviews and approves.
We will then run a Voice to Output (V2O) session to extract the brand knowledge that makes Timberfix copy sound like Timberfix, not a generic industrial supplier. This session is recorded once and becomes the foundation for all content going forward.
V2O Session: What We Extract
Deliverables
At expanded scope, we produce short-form videos per product — or per category group — using the brand voice established in the V2O session. These run on YouTube, feed into Google Shopping video assets, and index independently in video search results.
None of your direct competitors are doing this at the product level. A fastener supplier ranking in video search for installation guides, application tips, and product comparisons is a visibility channel that does not exist yet in this category. The V2O session and AI agent built in this project provide the script foundation — the marginal cost of adding video is lower here than at any other point in the engagement.
Scope and volume to be agreed. Can begin with a pilot category before full rollout.
SEO Migration, Performance Marketing & Content
Once the development partner has completed the rebuild or restructure, Earned Media picks up the post-launch workstreams. These are what drive the growth from 2,500 to the numbers your competitors are sitting at.
Post-Deployment Workstreams
Operational Profitability From Day One of Every Campaign
Most agencies report ROAS. Return on ad spend tells you what the channel did in isolation. It does not tell you whether the campaign was actually profitable once cost of goods, fulfilment, and operational overhead are factored in.
Once the engine is built, we integrate Profit Metrics directly into campaign reporting. This pulls in your product margins, cost of goods, and operational costs alongside ad spend. From the first day any campaign goes live, you will see true operational profitability by product line, by category, and by campaign — not just ROAS. You will know which products to scale and which to pull back, based on what is actually making money, not what looks good in a dashboard.
Trade Portal
Once the public-facing website is live and performance marketing has established a baseline, the focus shifts to what drives the long-term operational transformation: moving the 80% of orders that still come in by phone onto a platform that serves trade customers faster than a 30-second phone call.
This is two parallel workstreams. The build cannot succeed without the research, and the research is only actionable if the build is underway. They run together.
A logged-in layer built on top of the foundation already in place. Not a separate website. Trade customers get account-specific pricing pulled from JIWA, saved order lists, and one-click reorders — a checkout that takes less time than dialling.
Scope
Building the portal without understanding why trade customers currently prefer the phone is how you build the wrong thing. Before the incentive structure is designed and before the onboarding campaign launches, we survey the existing customer base — what they order, how they order it, what would make an online platform faster and easier than a call.
The findings from this research directly inform the feature prioritisation in 4A and the incentive design for the transition campaign. Once the portal is live, Earned Media and Timberfix run the migration: direct outreach, account manager conversations, and a structured onboarding flow built around what customers told us they needed.
Scope
Email Marketing
Timberfix has a customer database that took 20 years to build. Nobody is paying to acquire these people. They already know the brand, they already buy, and right now they are receiving nothing systematic in their inbox. This is the highest-ROI channel available and it is sitting idle.
The Opportunity
- No paid acquisition cost on an existing database
- Weekly campaign cadence: new products, specials, solutions
- Re-engage dormant accounts (60-day and 90-day segments)
- Promote bundles and starter packs before trade portal is live
- Drive online ordering behaviour change from the inbox
How We Structure It
- Earned Media finds and recommends an email partner
- We build a campaign calendar aligned to your specials
- Timberfix supplies the specials, the partner handles execution
- Segmentation by trade type, purchase history, last order date
- Profit Metrics integration: track revenue per send
Automated Flows — Built Once, Run Forever
Phased Roadmap
These timelines are indicative. Project 1 and Project 2 run in parallel. Development does not begin until the IA document is signed off. Performance marketing does not begin until the site is live.
- Discovery sessions: Oliver, Andrew, call floor
- Catalogue walkthrough and category mapping (with Redback Solutions)
- URL and folder structure design
- Filter taxonomy and variant grouping
- WooCommerce variable constraints identified and resolved in blueprint (175-variable products flagged)
- Hosting review
- IA document delivered, signed off, and handed to Redback as development brief
- ERP field audit against shopping feed requirements
- V2O session: tone of voice and brand documentation
- AI agent training: Timberfix-specific copy rules
- Product copy generation by category, highest-margin first
- Oliver / Andrew QA process established
- Shopping feed structure finalised
- Redback Solutions builds against the IA document they co-facilitated
- Platform decision: restructure or full rebuild (informed by IA variable audit)
- Design system aligned to catalogue category colours
- WooCommerce feature validation (bundles, upsells, trade portal)
- Product data import: SKUs, descriptions, images, pricing sync
- JIWA integration: price and SKU feed maintained dynamically
- Product feed built and validated against the field schema defined in IA — ready for Google Shopping activation at launch
- 301 redirect implementation and crawl verification
- Search Console monitoring and recovery tracking
- Month 1: strategy, baseline reporting, channel setup
- Paid search activation: priority categories first
- Google Shopping feed live
- AI visibility monitoring via Peec AI
- Video content rollout: per-product and category
- Trade portal incentive strategy (phase two)
- JIWA pricing matrix integration
- Trade account login, saved orders, reorder flow
- Mobile-first experience build
- Feature prioritisation informed by 4B customer research
- Customer survey: ordering habits, friction points, incentive preferences
- Research findings fed into 4A feature prioritisation
- Incentive structure finalised
- Account-by-account onboarding and migration campaign
- Adoption tracking by account post-launch
One Team. Full Accountability.
Across every workstream, Earned Media is the accountable partner. We manage Redback Solutions on the build. We manage MultiMediaX on systems integration. We own the data layer. You deal with one team and one point of contact — not three vendors passing the problem between them.