Case Study: Revitalizing Growth for a Michigan-Based Commercial Construction Company

To address these issues, we implemented a multi-faceted approach that included team alignment, process improvements, and a carefully crafted marketing campaign.

1. Team Alignment and Reporting Optimization

• We facilitated collaboration between the sales and marketing teams to identify and address key disconnects.
• Streamlined reporting for both departments, enabling clear attribution of marketing efforts to sales outcomes.
• Worked closely with the sales and executive teams to develop a “hot list” of high-value leads and decision-makers to target.

2. A Custom-Tailored Marketing Campaign

We launched a comprehensive, highly targeted campaign combining online and offline strategies:

Shock and Awe Direct Mail Campaign

• Sent to 100 decision-makers identified from the “hot list.”
• Each package was custom-made with the company’s logo and included locally sourced items from West Michigan tailored to the recipient (e.g., Michigan-made wine, chocolate-covered cherries, Michigan-made beer, custom t-shirts, Petosky Stones).
• Packages were open-faced to pique curiosity, and each included a personalized letter.

Coordinated Digital Campaign

• Prospects received a series of targeted email campaigns to reinforce the direct mail outreach.
• Ads were served on Google, LinkedIn, and Facebook, ensuring consistent visibility across multiple touchpoints.

Follow-Up Campaign

• For non-responsive prospects, a series of four additional direct mail pieces were sent, each designed to complement the digital ads.
• This persistent and cohesive strategy kept the company top-of-mind for prospects.