With over 13,000 successful projects, comprised of more than $20 billion in total real estate value, the consulting engineering firm possessed a strong business foundation; however, desires to expand in a more competitive enterprise environment called for a more comprehensive brand and marketing strategy.
Now competing against major international conglomerates for large-scale work, the company required a brand presence that would serve to differentiate them from their larger competitors, while demonstrating their superior suitability for these prospective clients.
California Energy Designs initially retained our services for brand development and strategic consulting purposes. Over time, the business-relationship deepened, evolving into a full-service, inbound marketing partnership as their Agency of Record (AOR).
Client: California Energy Designs
Inbound Marketing Solutions
Developing a brand identity, voice, and tone for sustained business growth.
As their business straddled multiple sub-sectors of the industry – including luxury residential estates (with clients like the Royal House of Saud, Seth MacFarlane, and Tom Brady), industrial facilities (including SpaceX, Boeing, & Amgen), and commercial developments (such as Cigna and City of Hope) – the company lacked a consistency and clarity in brand image, resulting in confusion for their discerning clientele.
Facing intense competition from enterprise rivals and integrated-building conglomerates, a holistically-developed brand identity would be required to forge new ground. We began developing a new messaging architecture for the client, generating new brand collateral to fit this strategy. We commissioned a new logo alongside corporate identity assets that would fit the newly developed brand voice & tone.
This new messaging architecture would serve as the foundation of future content marketing initiatives, allowing the client to emit a more polished and consistent brand presence across multiple channels, reassuring customers.
“We have been able to really put a face on our company.”
Deepening customer-relationships through effective B2B inbound marketing
As the initial components of the project began to bear fruit, we deepened our work-relationship with the client, providing additional services including digital experience design, inbound content marketing, social media, and advertising campaigns.
During our brand development process, we came up with the idea of creating “vignettes” on the different business segments and company offerings. The new content would help to educate their customers, convey industry-expertise, and in the process, simplify their business to prospective clients.
These vignettes could then be slotted into client proposals, pitch documents, brochures, and digital outlets, to give an immediate, visceral understanding of the client’s broad scope of work.
After the success of these vignettes, the client enlisted us to generate content for additional channels including web, social media, and print sales collateral. The assets included web & social graphics, infographics, blog content, brand video, and a new company marketing kit for prospective clients.
We produced visual marketing collateral to give a tangible idea of the client’s services. Brand video content included explainer and promotional videos on YouTube, offering an asset in the sales process and expanded audience reach.
To establish industry-expertise and thought leadership, we developed infographics on key industry topics and trends.
The effectiveness of infographics has led to their wide-spread adoption in B2B industries. The fastest-growing content format in B2B marketing, over 67% of B2B marketers used infographics in 2019.
Web Design & UX Journey for Professional Construction Clientele.
To properly showcase the quality of the client’s innovative work and business capabilities, we initiated an entire overhaul of its existing web presence. The new brand identity would serve as a foundation of our digital experience design, infusing a sense of professionalism with added consistency on web-based channels.
The new company website was built on a responsive web framework that was more visually appealing, easier to navigate, and allowed improved experience on mobile, tablet, and desktop devices alike. Interactive modules and dynamic media were added to increase user engagement.
We focused on adding tangible context to their work through sortable portfolio modules (that allowed clients to find relevant work) with project statistics and detailed overviews that highlighted their innovative methods and results. Our copywriting team crafted individual project summaries of the client’s high-profile projects, with these pages later serving as a major source of traffic and site-engagement.
For the first time, the client’s website served as a viable, independent sales channel, with high-quality project requests and partnership opportunities flowing through its contact forms. The new website also saw significant benefits in search engine optimization (SEO), with nearly 250% more search traffic in the three-month period after our redesign compared to the prior period (QoQ).
“They came in and rebuilt the entire website, making it much more professional, smooth, and more modern. The website was very clunky and outdated before… Potential customers weren’t able to see the passion in our work … Ink, Inc. turned it around and made it something beautiful that showed our passion.”
Account-based Marketing Tactics for Precise B2B Social Media Results.
With a business that operates in an industry that is traditionally handled “offline,” we knew that any social media efforts would require a targeted and strategically-crafted approach in order to generate a return-on-investment.
Similar to many specialized B2B organizations, aiming for broad base appeal would likely be no more than a cost-sink that would not prove returns for the client. Luckily, unlike many of our competitors who only provide content generation services, we have a more versatile understanding of industry-specific marketing techniques.
As a full-service marketing agency, we are well-versed in modern marketing strategies, including Account-based Marketing (ABM) approaches. This led us to develop a unique social media strategy that focused on relationship-building with specifically-targeted organizations.
In such a specialized industry, the priority became deepening relationships with existing partners, while also establishing expertise and a brand presence that would provide reassurance to potential customers.
We achieved this through project showcases that focused on innovative prior work and the meaningful partnerships that were involved (for example, the high-profile “Hillside” residential project with Cape-Town architect, SAOTA). By narrowing our focus to a select group of organizations, we were able to garner significantly better engagement with target accounts in a highly cost-effective manner.
Almost immediately after developing a strong presence in social content marketing channels, the client’s existing customers reached out. Many of their customers were not only complementary, they took the new progression as an opportunity to deepen business-relationships.
Paid Media & Advertising Strategies for Multi-Channel B2B Promotions.
Additional collateral was generated for creative campaigns on advertising channels including PPC, display, and social media promotion. The campaigns utilized a variety of targeting methods, including a continuation of our Account-based Marketing strategy. Using employer and job function targeting on LinkedIn, for example, we were able to implement promotions that specifically targeted the actionable positions within each selected organization.
“I would give them an 11 out of 10… we want to expand and have a larger footprint, and we are now in a good position to do that.”
Building brand equity with inbound marketing to generate real business growth
After our comprehensive brand overhaul and web redesign, the client began receiving a significant quantity of new project requests & inquiries from existing customers and inbound leads alike. For the engineering firm, each individual project holds considerable financial impact, with fees ranging in dollar-value from tens to hundreds of thousands per project.
In the three-month period following our web redesign, the new site received a 245% boost in organic traffic compared to the prior period (QoQ). With the added search visibility and brand exposure, the client received sizable inbound opportunities from industry-authorities through new digital channels. This included enterprises like Mitsubishi, who contacted our client through the newly developed website to establish an international partnership.
Boost in Organic Traffic
Inbound Lead Company Sizes
As the brand development and consulting components of the project began to bear fruit, our agency has deepened our work-relationship with the client. We continue to provide additional services including digital experience design, inbound content marketing, social media management, and paid media campaigns.