CASE STUDY: DELPHI CONSTRUCTION, INC.
Multi-market construction management firm, Delphi Construction was recently named one of the 25 Largest General Contractors in the State of Massachusetts by the Boston Business Journal. With offices in Waltham Massachusetts and Cape Cod, Delphi employs approximately 80 full time personnel and has annual revenues in excess of $75m.
Delphi was looking to expand its market share across multiple construction sectors in the Massachusetts market. While the 25 year old firm had built strong long term relationships among a limited number of repeat clients, the owner and core leadership team recognized that the company was somewhat of a “well kept secret” without much Brand recognition beyond its existing circle of loyal clients.
Smith + Co. proposed, developed and implemented a comprehensive, integrated marketing and communications strategy to increase Delphi’s Brand awareness and establish the company as a highly visible leader in the space.
The phased, multi-faceted strategy incorporated every key area of marketing including: rebranding, interactive web, print and digital advertising, digital and social media marketing, thought leadership and public relations.
The first focus of the initiative was a comprehensive rebranding. The company’s existing look and feel was dated and at odds with the true sophistication of the organization. Working closely with the client through a brand discovery process, we relaunched the Brand with a new look and feel and messaging befitting the aspirations of the Brand. This encompassed all properties including new Logo, tagline, website, corporate ID package, collateral and proposals, vehicles and signage. The completion of the first phase was marked with an official “Launch Night” celebration.
The second phase was rooted in a focused SEO initiative, aggressive print and digital advertising activity and robust PR and thought leadership strategy.
By leveraging a new site design and compelling search engine optimized content, we were able to secure first page (and in many cases, first place) search engine positioning for all of Delphi’s targeted search terms resulting in a 400% increase in website traffic. We were able to dramatically increase Brand awareness through a focused print and digital advertising strategy that included both niche trade publications and larger platforms like Boston Business Journal.
Establishing Delphi as an Industry thought leader was another main goal of the initiative. This was accomplished through targeted PR activity including focused press releases towards related media, high profile charitable activity, the creation of incisive expert content and speaking engagements .