From Skyscrapers to City Centers

Background.

BCS Concrete Structures have undoubtedly stamped their name over the Greater central Texas area. With almost every modern highrise commercial building in Austin, you can bet that BCS has had a hand in building it from the ground up.

But with all of their accomplishments, BCS was just getting started. The company was now looking to build newer relationships as a means to drive major commercial projects. They knew the solution was to adopt more modern business practices.

BCS partnered with us for a campaign that added a digital component to their marketing strategy. We were tasked with helping them develop a more professional online presence that would finally live up to their title as a top commercial industry leader in concrete structures.

Challenge.

From its founding, BCS Concrete Structure quickly saw exponential growth in the industry. The company has a long list of major commercial and residential projects, making them a trusted name in the AEC industry.

But when it came to marketing, BCS mainly relied on its established account-based marketing (ABM) strategy. So when it came to digital marketing, the company opted to use its online presence only as a tool for social proof.

Keeping this in mind, our challenge was to develop a new digital marketing strategy that seamlessly integrates into their existing communications strategy.

When it came down to it, BCS wanted to attract new project managers while strengthening their existing relationships. So, our ultimate challenge was to make a campaign that would not only build new relationships and drive more projects but also improve established ones in one fell swoop.

After weighing our options for the most successful strategy, we took on BCS as a monthly retainer and got to work creating a campaign that would combine modern and traditional marketing techniques.

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.

Over the following weeks, we started seeing the fruits of our labor as hundreds of media outlets such as Forbes, CNN, and Fox News ran BCS’s news stories throughout the country. This resulted in BCS being approached for various interviews that would feature in the very publications that our target audience frequently visited.

-The increased attention gave BCS a 12,050% increase in earned media, a 27% increase in targeted leads, higher brand value and equity, and an astounding 300% increase in employee applications.

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.