Turn several boxes of commissioned (but unread) market research into a successful marketing strategy and communication campaign for a precast concrete company. The client, VP of Sales & Marketing, knew the research held valuable information that would help better position the company but he was so busy managing the sales efforts he couldn’t spend the required time to read and truly absorb the information let alone develop a marketing plan to leverage it. The Solutions Unlimited team, led by Susan Morgan, picked up the multiple boxes filled with binders and dug in.
Based on the research the team realized the company needed to expand its marketing message beyond a singular audience (commercial contractors) as they had in the past and include two additional segments; design/build and architectural firms. Not only did we need to expand the audiences but develop relevant messaging for each. The marketing campaign included trade ads, direct mail, public relations and lunch & learn seminars offering Continuing Education Credits to architects.
Awareness increased, sales improved and the employee-owned company’s goal was achieved—to be purchased by a larger competitor on the East coast.