Commercial Construction Case Studies

Commercial Construction: Rebrand with new service message

A pre-engineered builder in the industrial market wished to combine this experience with new design/build services. We developed direct marketing and response material that promoted the flexibility of pre-engineered buildings with a design/build approach. The result enabled the company to enter new markets such as retail, education and professional offices.

Excavation Contractor: New company name, image and messages

An excavation company engaged us to create a program to cross-sell their excavating, pipe and supply divisions. We developed a new name, logo and marketing messages. Upon completion of that project, we added promotion of the client’s new horizontal directional drilling capabilities to the mix. This program reached across Michigan and as far south as Florida, resulting in a number of new customers.

Commercial Construction: Rebrand the company with new corporate image and service messages

A Rhode Island-based general contractor needed to re-brand their company to promote new in-house design/build services. After designing a new logo and corporate image that conveyed the complete services they were now offering, we developed a marketing program that included direct mail, brochures, project sheets, website and video presentation. Through implementation of this program, the company was ranked in the top 10 of the fastest-growing Rhode Island companies for two consecutive years.

Commercial Construction: Develop a campaign to target a new market

Having successfully branded the Rhode Island client as a design/build provider, we helped them enter the church construction market even though they had never built a church. Drawing on our experience in marketing construction services to churches, we developed a program that resulted in the client building the first two churches in its history.

Commercial Construction: Develop messages and material for target market campaigns

A mid-Michigan company that primarily had worked in the industrial market for 60 years wished to aggressively target church and medical construction. We developed marketing programs that included direct mail, brochures, project sheets, website and video presentations focused on each niche market. The result was significant growth in these markets with dozens of new projects and the largest project for the client up to that time, a $16 million church project.

Roofing Contractor: Develop program to promote service division

A Grand Rapids, Michigan-based commercial roofer wanted to increase its repair service business. We developed a cross-sell program that promoted repair services through an on-demand mail program triggered immediately after the area experienced significant rainfall. This “back door” sales strategy helped grow both the new construction and service divisions.

Mechanical Contractor: Develop a program to cross sell other service divisions

A well-known mechanical contractor suffered from the “I didn’t know you did that” syndrome; the majority of its customers were not aware of all the services they provided. A response package system was developed that enabled the contractor to promote its core marketing message, identify their complete services and customize each package to the specific service in which the customer expressed interest. The contractor established new customer relationships for other divisions through its HVAC service and maintenance programs.

Commercial Construction: Develop an online sales presentation capability

Located in Michigan’s Upper Peninsula, the client had the unique challenge of trying to cross-sell its two divisions nationally. The company needed to present its professionalism and complete capabilities, plus provide the ability to conduct remote sales presentations showcasing their various properties across the state. We developed an interactive section for their website that drills down through animation from state to county to city to site location, enabling the company to show and discuss projects with out-of-state customers in real time. The client’s national customers have indicated they are impressed with the unique site experience; it has generated numerous projects.

Energy Contractor: Develop a program to promote energy replacement services

A contractor that offered energy efficiency replacement programs needed to promote its services to schools in order to coincide with a state program. We developed a direct mail campaign and sales material targeting mid-size to smaller school districts. The campaign generated fast and considerable ROI, resulting in three sales within 60 days of mailing, and a total of seven new clients.

Commercial Construction: Rebrand the company with new corporate image and messages

A commercial construction company needed to compete with large regional and national companies. We developed a new corporate identity and target marketing messages to be used in advertising campaigns and sales materials. The company soon won a $17 million contract with a large school district over a national competitor, and went on to generate 180% growth over two years.