Our construction marketing services case studies
Because of our decades of experience providing commercial construction marketing services, Conach has several success stories. Here are a few construction marketing case studies broken down by the goal of the campaign:
Goal: Cross-sell various services to increase sales
A commercial roofer out of Grand Rapids, Michigan needed to increase sales. In order to achieve this goal, a program was developed to cross-sell both new installation and repair services. Rather than promoting their services together, we developed a campaign focusing on repair services. An on-demand mail program was triggered immediately after the area experienced significant rainfall. As a result, the company received leads on repair work that frequently turned into a new roof project. It is important to realize that a “back door” sales strategy helps to grow both the new construction and service division.
Well known as a mechanical contractor, became aware that they suffered from “I didn’t know you did that” syndrome. This problem happens because the majority of customers were not aware of all the services. With this issue in mind, we created a response package system. The system allowed them to promote their core marketing message, identify their complete services plus customize each package to the prospect’s interest. Because of this technique, the client was able to sell more services across their divisions.
A builder in the Upper Peninsula of Michigan had the unique challenge of cross-selling their two divisions on a national level. The client services were new construction, renovations. Additionally, they were selling commercial real estate. We need to present the professionalism and complete capabilities of the company, plus conduct remote sales presentations showcasing the various properties they owned across the area. We developed an interactive section of their website to drill down from a state view to a county to a city to a site location. Because of this feature, the client could discuss projects with out-of-state customers in real time. The client reported that the website impressed their national customers, saying it is unique in their experience. See Moyle testimonial
Goal: Promote new delivery methods and trade services.
A long time Pre-Engineered builder in the industrial market, our client wanted to combine this experience with their new Design-Build services. To begin, we started promoting the flexibility of pre-engineered buildings with a Design-Build approach. After developing the direct mail and response material, we launched the campaign. As a result, the client began to work with new markets such as retail, education and professional office markets.
An excavation company initially asked us to create a program to cross-sell their excavating, pipe and supply divisions. Once the project was complete, we began to promote their new horizontal directional drilling capabilities. We developed the program, and consequently, the client began providing this service throughout Michigan and as far as Florida.
Located in Rhode Island, a general contractor needed to re-brand their company to promote their new Design-Build in-house services. We began working with them to design a new logo and messaging to reflect the new delivery method. Once that was completed, we began implementing a campaign that included direct mail, brochures, project sheets, website, and video. Because of this program, the new service division started growing, and the company was ranked in the TopTen of the Fastest Growing Companies in Rhode Island for two consecutive years.
Goal: Break into new niche markets and expand the client’s customer base.
After the successful launch of the Rhode Island client’s Design-Build service, we were asked to help them break into the church construction market. However, they had never built a church. Even though this was a challenge, we were able to draw on our experience with other construction marketing clients that worked with churches. As a result, we were able to develop a program that resulted in the client building the first two churches in their history.
This Mid-Michigan based contractor had primarily worked in the industrial market for over sixty years. With the activity in the church and medical construction, they wanted to target these markets aggressively. A marketing program that included direct mail, brochures, project sheets, website and video presentations that were focused on each niche market was implemented. The client was able to break into those markets, building dozens of new projects. One of the projects was the largest for the client up to that time, a $16,000,000 church project. Over a four year period, the annual sales of the client grew from $10 million to $30 million. See Pumford testimonial
Primarily serving the RV manufacturing market in Goshen Indiana, the client needed to expand its customer base. Once again, we employed target marketing tactics focusing on professional offices. The integrated program consisted of direct mail, micro-websites, prospecting calls, and sales material. The client was able to penetrate the professional office market, winning several bids. Because of the success of the initial campaign, we were able to move onto the Retail Center market.
Develop a new brand with corporate and target market messages to compete against larger competitors
A well-established, local construction company was looking to secure larger contracts from national retail, restaurant chains, and large school districts. After reviewing their current material, we determined that their existing brand was not comparable to their larger competitors. Because of this issue, we upgraded their brand, both in image and messaging. After completing the project, we were able to implement it into a lead generation and sales program.
The result of the program was the client being awarded their first large school district project. In fact, the over $17 million CM contract was the largest project for the client and won it over a larger national construction company. Equally important, the client was able to secure a long-term contract and began retrofitting the restaurants of one of the country’s largest fast-food chains statewide. Over the course of four years utilizing the program, their sales grew from $40 million to nearly $200 million.
Though we are a Mid-Michigan advertising agency, we work with clients across the country to increase sales. Conach Marketing Group specializes in commercial construction marketing services.