Ruckus Collective
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Win discovery, keep the service edge, and let the construction rebound compound in your favour. A phased plan that starts lean and builds.
Ruckus Collective
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Make the showroom's expertise visible before the buyer walks in, own the audience and review layer competitors ignore, and the rebound compounds in your favour.
Take the trusted showroom service and make it visible online first.
Start lean on the foundations, step up as they prove out.
Visibility compounds into enquiries and online revenue through the rebound.
Highest value, most reachable, biggest quick win. Message: the finishing detail that makes a home.
Architect, designer, builder. Strong lifetime value. Message: expert partner, specified right first time.
Opportunistic upside beyond Canterbury. Message: NZ-wide range, expert advice, buy online.
26 years, real advice, right first time.
Hardware as a design statement, curated.
Discover, save and enquire online.
Christchurch showroom, NZ-wide delivery.
| Funnel stage | Primary KPI | Baseline | 12-month target |
|---|---|---|---|
| Awareness | Social reach, Pinterest impressions, review count | To confirm | Set from baseline |
| Acquisition | Organic and paid sessions, enquiries / month | To confirm (GA4) | Set from baseline |
| Conversion | Online conversion rate, enquiry to sale | To confirm | Uplift target |
| Retention | Repeat purchase, email & SMS engagement | Near zero owned | Build the engine |
| Efficiency | ROAS on paid, blended CAC | To confirm | Set from baseline |
Owned-audience and review engine live, high-intent search on, conversion fixes, ready for the spring build.
Design-led social and Pinterest, ArchiPro, content engine. Ride the summer build and January reno planning.
Double down on the best channels, national e-commerce push, trade programme.
Winter content and retention, review dominance, plan year two.
| Channel | Role | Priority | Why |
|---|---|---|---|
| Google Search & Shopping | Acquisition | Primary | High-intent buyers at the Decision moment, underexploited today |
| Email & SMS (Geenee) | Retention, nurture | Primary | The missing owned layer, highest ROI, cheapest revenue |
| Google review engine | Advocacy, local SEO | Primary | Stage 1 trust lever, lifts local pack ranking |
| Instagram & Pinterest | Discovery | Secondary | Where renovators and designers now discover hardware |
| ArchiPro | Trade discovery | Secondary | Where specifiers look, competitors already there |
| Content & SEO (with RANK) | Awareness | Secondary | Builds design-authority and compounding organic |
| Meta retargeting | Conversion | Test | Recover considered buyers who did not convert |
Open on Ignite with indicative media of roughly $1,500 to $3,000 per month, weighted to high-intent search and local. Step up toward a Blaze level (media around $4,500 per month) as the foundations prove out and the spring and summer build peaks. Comfortable first commitment, spend follows results. Figures indicative, to confirm.
| Area | Share | Focus |
|---|---|---|
| Paid media | 40% | Google Search and Shopping, retargeting |
| SEO & content | 30% | Project content, design authority, with RANK |
| Social & design content | 20% | Instagram, Pinterest, ArchiPro, production |
| Tools & tech | 10% | Geenee, email and SMS, review engine |
| Period | Initiative | Goal |
|---|---|---|
| Aug to Sep | Owned-audience and review engine launch; search on | Capture and infrastructure |
| Oct to Nov | Spring build push, design-led social series | Ride the build season |
| Dec to Jan | Renovation planning campaign (holiday planners) | Catch the Jan to Feb reno surge |
| Feb to Mar | National e-commerce push, trade programme, EOFY | Grow beyond Canterbury |
| Apr to May | Design authority content, Pinterest scale | Compound discovery |
| Jun to Jul | Winter retention, review drive, year-two plan | Retention and planning |
Verify GA4, Search Console and pixels. Stand up Geenee email, SMS and the review ask. Launch high-intent Search and Shopping with retargeting. Fix the biggest conversion gaps.
Launch the design-led Instagram and Pinterest series. Claim the ArchiPro listing. A/B test ad copy, a homepage inspiration module and email subject lines. Scale what clears target.
Double down on the top channel, refresh creative before fatigue, fix the biggest funnel drop-off, run the first national e-commerce campaign. 90-day review and Q2 plan.
Search and Shopping scaled, spring project content.
Holiday-planner campaign, email nurture, Pinterest boards.
ArchiPro and LinkedIn to specifiers, trade pricing hook.
Shopping expansion nationwide, delivery messaging.
Project stories, designer picks, SEO content with RANK.
Push Google reviews ahead of KnK locally, UGC.
Win-back and repeat flows, loyalty for trade.
Kill waste, scale winners, creative refresh.
Annual review, year-two plan, re-run Stages 1 and 2.
Spend pace, ROAS and CPA vs target, sessions, enquiries, review velocity, email and SMS. Alert on any 15% to 20% miss.
KPI scorecard vs target and last month, channel performance, experiment results, top content, budget reconciliation, next-month priorities.
KPIs vs annual targets, channel rebalance, competitor watch, persona check, tech and team review.
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Rebound slower than forecast | Medium | Medium | Weight to high-intent capture and retention, not just awareness spend |
| KnK out-invests in discovery and ArchiPro | Medium | High | Win on service story and local reviews they cannot match, move fast on Pinterest whitespace |
| No owned audience means paying to reacquire | High if unaddressed | High | Email, SMS and review engine is Month 1, the cheapest revenue |
| Channel overlap with RANK | Medium | Medium | Clear scope split, Ruckus leads paid, social and Geenee, coordinate SEO |
| Budget cut mid-year | Low | Medium | Protect search, review engine and email first, pause discovery spend first |