Case Study
Analysis
Since 1992, PCM Construction has provided building maintenance services for over 900 commercial property management companies and owners. But 15 years after its founding, PCM was at a crossroads. After opening up a Northern Virginia construction operation, PCM was still being perceived by potential clients as a facilities maintenance company rather than a general contractor. A fresh new look was needed to communicate PCM’s credibility as a general contractor and new messaging was required to differentiate each of the different divisions while reinforcing the PCM brand.
Solution
To help PCM differentiate its brands and messaging, Verasolve developed an Integrated Marketing Plan based on primary market research. The data analysis revealed those who worked with PCM in the past have strong positive feelings about their experiences but weren’t aware of all of PCM’s construction division capabilities. Meanwhile, clients in need of a general contractor thought of PCM as only a facility maintenance services company.
To achieve a stronger brand identity for each of PCM’s divisions, Verasolve coordinated the development of a new Web site, corporate brochures, direct mail pieces, a job site photography program and new worksite signage. The materials were supported with quotes from satisfied clients and messaging that highlights PCM’s commitment to exceeding client expectations™.
To help position PCM Construction as a high quality general contractor, Verasolve coordinated a PCM Business Etiquette Seminar at the St. Regis Hotel in Washington, D.C. to help PCM strengthen relationships within Washington’s real estate community.
Public relations activities were also used to showcase PCM’s expertise in each division in publications including
The Washington Post,
Washington Business Journal,
Concrete Concepts Magazine, a
Washington Business Journal video interview and a series of ghost-written articles in
Hotel Executive Magazine. Verasolve also submitted a winning award application to
Mid-Atlantic Construction for PCM’s work.
Results
The Integrated Marketing Plan has increased visibility for PCM Construction and strengthened awareness and credibility for its construction division. New and existing clients have been effusive in their praise of the new marketing materials, which have generated several new business leads. PCM ranked among the top 20 Interior Construction firms in the region according to the
Washington Business Journal Book of Lists with approximately $45 million in metro-area revenue. Additionally, PCM achieved a 50% revenue growth increase year over year.
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