Kilkenny Limestone is a company specialising in the quarrying and finishing of high quality Irish Blue Limestone. Founded in the 1930s, it has grown from fairly modest beginnings with a single quarry in County Galway to become one of the leaders in the Irish industry, with three quarries and a growing business to business customer base.
Blue limestone was used by the Neolithic people in Ireland to construct monuments, and is a popular choice with sculptors and stone masons. However, until comparatively recently it had not found a significant place in the architectural and civil engineering markets
Concrete, both pre-cast and poured on site, was a cheaper and more accessible product, and limestone was used almost exclusively in the restoration of historic buildings where it had been the original material. Some progress was being made as responsible planners and architects looked more closely for locally produced materials, and developed a keener eye on the environmental impact of the various products, but it was slow, and Kilkenny Limestone wanted a faster route into the various markets offered by urban development and restoration.
Emarkable was asked to put together a marketing structure and plan to increase Kilkenny Limestone’s share of these markets, and in line with the Emarkable process we developed a digital marketing strategy. We redesigned the website, focusing on channelling users and consumers to Kilkenny Limestone’s network of distributors, as well as emphasising the benefits of Irish blue limestone.
A key part of the new website was a series of comprehensive case studies, each of which detailed the problems and challenges of each project, and demonstrated how, and why, Irish blue limestone was the best material for the purpose. The versatility of the stone is one of its benefits, and the range of case studies, from major renovations of city centres such as Brussels, to restyling an interior for council offices, together with the illustrations, increased the level of enquiries to the website. On the whole, our content writers focused on the most prestige projects; the More London Development, the Victoria and Albert Museum and the Central Bank to name but three, but the variety of finishes and different sizes and styles of tiles, paving and urban furniture made it clear that Kilkenny Limestone can supply limestone for projects of every size.
Kilkenny Limestone’s customer base has spread from Ireland and the United Kingdom across the Benelux countries and Europe in general to the USA, and the Irish blue limestone it supplies is growing in popularity and demand in all these markets.