From Skyscrapers to City Centers

Background.

From a small 6-person operation to the largest concrete commercial contractor in Texas, BCS Concrete Structures has built an impressive portfolio of highly visible downtown commercial projects. However, to continue their growth trajectory, they needed a modern marketing approach that would elevate their brand and attract new opportunities in the competitive AEC industry.

Challenge.

Despite their proven track record of transforming Austin’s skyline, BCS found themselves constrained by traditional marketing methods. Relying primarily on account-based marketing (ABM) and using their online presence merely as social proof, the company recognized the need to evolve. Their goal was ambitious: develop a digital strategy that would simultaneously attract new project managers, strengthen existing relationships, and position BCS as a cutting-edge industry leader.

The team needed to bridge the gap between BCS’s established reputation and the evolving expectations of a new generation of construction professionals. Younger project and account managers were increasingly looking outward for trusted partners, seeking contractors who could mitigate risks and minimize project delays.

A comprehensive digital transformation became the cornerstone of BCS’s new strategy. The first step was a complete website redesign that would showcase the company’s expertise and professionalism. An SEO-optimized website was developed on WP Engine, carefully crafted to highlight BCS’s extensive services, impressive portfolio, and commitment to safety.

Content became a critical tool for building relationships. The team developed a targeted monthly content strategy that extended BCS’s reach beyond traditional marketing channels. Press releases and news articles were strategically distributed to publications like Newswire, Austin Business Journal, and Texas Monthly, telling the BCS story to a broader audience.

Campaign.

Our F512 team first tackled the website redesign with the purpose of making BCS into a modern and cutting-edge brand. We set up an SEO-optimized website hosted on WP Engine that would smoothly scale with BCS’s future growth. To connect with their niche target audience, we modernized the UI and tailored the website to focus on BCS’s work, services, and safety.

Finally, our team created a monthly content strategy that would get the BCS name out to their target audience. First, we gathered BCS’s latest news and wrote up articles and press releases centered around BCS and thier partners. We then sent them out to various media outlets such as Newswire, Austin Business, Journal, and Texas Monthly.

Results.

The campaign delivered remarkable outcomes:

• 12,050% increase in earned media
• 27% increase in targeted leads
• Significant boost in brand value and equity
• 300% increase in employee applications
• Feature stories in major media outlets including Forbes, CNN, and Fox News

By focusing on strategic communication and digital presence, BCS transformed from a regional concrete contractor to a nationally recognized industry leader. The campaign successfully repositioned the company, demonstrating how modern marketing techniques can amplify a company’s existing strengths and open new avenues for growth.

FIVE

Building new relationships meant that we had to successfully get BCS’s audience past the consideration stage of the marketing funnel with just one focused campaign. To conquer this challenge, our team had to first examine the relationship between large construction firms and their contractors.

We found that as new and younger project and account managers filled up positions in large, established construction firms, they were less likely to have connections with people in the industry. The result was that BCS’s audience was now looking outward for new relationships.

Additionally, we saw that many of these potential clients searched for concrete contractors they trusted to mitigate risks and cut down on delays. Our team knew that to reach them, we would have to reposition BCS’s messaging to align with what their audience wanted in a concrete contractor.

This created the building blocks of our marketing strategy.

ONE

With the pieces in place, our team made sure to include a modern website and a focused content strategy that hyper-targeted BCS’s target audience. For example, when upgrading the website, we made a list of all BCS’s services and work, creating pages to show how the concrete company was precisely what the client needed for their future projects.

Secondly, we created a page covering BCS’s safety aspects. By dedicating sections to their OSHA partnership, their experienced team, and risk mitigation, we reassured the concerns and potential oppositions that construction companies would have on every level.

Our content portion of the campaign goal was to build new relationships while improving existing ones. With BCS’s long list of accomplishments, updates, and projects, we created content highlighting both BCS and their current partners. This approach allowed us to achieve a 2-for-1 move by gaining the attention of new clients and showing support for existing relationships.

TWO

By the end of the campaign, we helped BCS generate more leads thanks to us only targeting the various publications that BCS’s audience visited. We also increased their employee application rate, which provided them with more skilled workers to confidently take on the newly increased number of projects coming their way.

And while the campaign was nothing less than successful, it wasn’t the increase in leads that ultimately made it profitable. Instead, we focused on adding a digital marketing strategy emphasizing communications. And in doing so, we were able to deliver a campaign that built new, promising relationships.