Urban Companies
BRAND IDENTITY, WEBSITE DESIGN & MARKETING RETAINER
Our partnership started with a complete revamp of our (two) websites. The experience was so good, we decided to put them on a yearly retainer.
Exactly the type of experienced, talented marketing team we’ve been looking for. The weekly team calls are fun, educational, and always very productive.
- David Urban, Partner
An established construction industry leader needed
to stay relevant in a competitive space
Urban Companies, a prominent player in the commercial construction sector, consists of two specialized businesses: Urban Waterproofing and Urban Painting. With an impressive portfolio and 50+ years of experience, they have firmly established themselves as industry experts within their field and geographic region. However, even seasoned experts require a refresh to stay relevant and competitive.
Urban Companies, dedicated to their clients, recognized the need to invest in a team that could not only elevate their online identity but also help them chart a course for future growth. That’s where we come in!
OPPORTUNITY:
In the fiercely competitive construction market, reputation and brand awareness are crucial. Despite their status as industry leaders, Urban Companies faced unique challenges. Long-standing client retirements meant a new generation of decision-makers and new competitors were actively investing in marketing, creating the need for Urban to revitalize their online presence.
With a jam-packed schedule and commitment to their clients, they needed a solution that would not only elevate their online identity but also help them navigate the path toward sustainable growth. This was more than a mere website overhaul or brand identity redesign; it was about partnering with a team that could seamlessly integrate into their operations and serve as a long-term strategic partner capable of handling a wide spectrum of needs. From sales support to strategic guidance, we were ready to become Urban's outsourced marketing department, committed to preserving their client-first approach. Working closely with the management team, we’ve taken tasks like content creation, marketing implementation, and project management off their plate.
PACKAGES:
Brand Identity & Website Overhaul
1-year Marketing Retainer
THE DELIVERABLES:
Complete brand, marketing, and website overhaul
Marketing department infrastructure set up
Business development and sales strategy consulting
Customized client experience + touch points
Ongoing content creation (blogs, newsletters, email, ebooks)
Online presence and reputation clean up
In their own words …
Over the course of converting our dated sites to new, responsive, easy-to-update, SEO-friendly websites, Brennan Brand helped us change our thinking about marketing, to see things from the customer's point of view: "What is the problem we're solving?" "Why is it important?" These are questions we didn't even consider before.
— David Urban, Partner
The Deliverables
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We partnered with David Urban, a seasoned graphic designer, to craft a unique visual identity. Together, we were able to reimagine their brand's visual presence and create a one-of-a-kind visual identity that sets them apart in a crowded market.
The brand identity work we did for the website informed out marketing designs moving forward making it easy to create social media graphics, presentations, sales collateral and more.
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We were on a mission to transform their online presence. We created clean, modern layouts that not only catch the eye but also guide visitors seamlessly.
We also made sure to include strategic calls-to-action peppered throughout the website to help turn visitors into engaged participants. Finally, we created sales-focused landing pages that are as beautifully designed as they are highly effective.
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We laid the groundwork for a robust marketing plan, giving Urban the tools and systems needed for consistent growth. This included everything from setting up efficient workflows to integrating essential marketing technologies, such as testimonial tracking and highly effective email marketing solutions and contact management.
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We developed comprehensive business development and sales strategies to ensure a clear path to success. This approach facilitated the creation of a multifaceted strategy that made it effortless for the team to convey their excellence & experience in the field.
We implemented templated, streamlined, and consistent practices that were applied across both companies and sales teams.In support of the sales team, we designed:
A series of 5 email cold-call templates
An updated proposal template
Customized sales collateral for outreach
Templates for testimonials to enhance online reputation management
Engaging lunch and learn presentation materials
Eye-catching ad designs
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Making sure your online presence is consistent and accurate is a cruical but often neglected aspect of branding and marketing. To enhance Urban’s online reputation, we undertook a comprehensive online audit and cleanup initiative. We addressed any negative reviews and took the time to refresh information across their online platforms and profiles.
Some aspects that were negatively impacting their online reputation:
Misleading industry categorizations in certain profiles, making it challenging for users to locate them
Negative reviews that were inaccurately attributed to their company
Profile links that redirected users to incorrect pages
Discrepancies in data consistency
Insufficient details to support effective SEO practices
Updated profiles such as Google My Business, Facebook, and LinkedIN with the new branding, copy, and images
Started gathering new client testimonials to boost their online reputation as well as organic SEO
Our goal was to quickly fix these issues to ensure Urban's online presence accurately reflected their professionalism and quality work.
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Our content strategy became the driving force behind Urban’s online presence and updated client experience. We laid the groundwork for seamless ongoing content creation with a in-depth content strategy, mapping out key topics and client pain points. Once our strategy was in place, we developed an implementation plan and our team got to work creating:
Informative Blogs: We produced a diverse range of blog posts that not only showcase Urban's expertise but also provide insightful information about their industry, services, and relevant topics. These blogs are designed to both educate and engage their audience, positioning Urban as a trusted source of valuable insights.
Engaging Newsletters: Our team crafted engaging newsletters that keep Urban's subscribers informed about the latest industry trends, company updates, and exclusive offers. These newsletters serve as a direct channel for Urban to connect with their audience, offering them a personalized experience that fosters brand loyalty.
Social Media Posts: Through Urban’s social media content, we maintained an active and engaging online presence for Urban. Our posts not only highlight Urban's projects and achievements but provide value to their audience through sharing key industry insights and showcasing them as a thought leader in their industry.
By consistently delivering valuable content across these channels, our plan is to engage their audience, increase brand awareness, and build engagement that further solidifys Urban's position as an industry authority.
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The heart of our work lay in crafting a marketing strategy that would not only showcase Urban’s expertise but also build meaningful connections with their audience.
We were able to achieve this through:
3 In-depth Ebooks: We crafted three comprehensive ebooks that delve into various aspects of Urban’s expertise and provide valuable insights for their audience. These ebooks aren't just informative; covering topics from waterproofing strategies to facade ordinances, these resources position Urban as industry authorities while delivering genuine value to their audience.Compelling Opt-ins: To keep their audience engaged and expand their reach, we developed enticing opt-ins for these materials. These resources aren't your run-of-the-mill downloads; they're expertly crafted to resonate with Urban’s target audience.
Strategic Email Campaigns: An email list is only as powerful as the workflows that leverage it. We designed a strategic email workflow that deliver Urban’s message directly to their audience's inbox. From informative newsletters to special promotions, these emails foster a sense of connection and trust. They also drive engagement, turning subscribers into satisfied clients.
Together, these resources have struck a chord with Urban’s audience, establishing the company as a trusted source of information and services in the commercial construction industry.
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Creating an intentional client experience should not be undervalued. We worked to tailor every interaction to provide a consistent, valuable, and easy to navigate experience. It was important for us to ensure that each moment reflects Urban’s unwavering dedication to their customers.
This client focused approach ensured that Urban Companies not only stayed ahead in their industry but also forged stronger connections with both existing and potential clients.
Here’s an example of an integrated, multi-channel project:
We created an ad for a trade magazine that offers a free resource and solves a problem for their ideal client
The ad had a QR code directing them to a landing page, making it easy to get to their free download
The landing page and website was easy to navigate with valuable content and clear calls to action
Once the ebook was downloaded the user was immediately redirected to the correct page and also received an email so they could access the ebook easily in the future
The user was then added to a segmented contact list with an automated email series that followed up weekly with educational resources to continue to provide value and showcase Urban’s expertise
Some key aspects of our approach were:Personalized client touch points that resonate
A seamless and user-friendly website experience
Consistent value-driven content
Proactive support and assistance throughout the client journey
Ready to take it up a notch?
If you’re a busy owner who doesn’t have the time to make the marketing magic happen, don’t worry - that is what we’re here for!
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