Building brand recognition with strategy:
With an increase in competition within their industry and a growing need to stand out from the crowd, TopGate Marketing worked with McKernan to refresh their brand, so that it aligned with their newly created marketing strategy, which focused on meeting their target customers and achieving their goals.
In order to increase profits and grow their business, McKernan Contracting worked with TopGate Marketing to help them develop a strategy for success.
McKernan Contracting approached TopGate Marketing through the Regional Business Partner Network to receive capability training that allowed them to gain greater understanding of how to create a successful marketing strategy.
The businesses was in need of assistance with finding their ideal customer, defining the value of their services, and building a marketing strategy that would meet their needs and goals.
TopGate Marketing worked with McKernan Contracting over five weeks, helping them work out their USPs, key value proposition, driving channels and SMART business goals. We then helped them develop a marketing strategy based on these findings.
With a renewed focus on customer satisfaction and quality, McKernan embarked on a second project to refresh their brand image to reflect their new direction.
The development of a new strategy provided a new direction - leading to the refinement of the McKernan brand and messaging.
The first step of this project was to bring together all members of the business and get them excited about creating their new direction. We made sure that all stakeholders knew what they were trying to accomplish and how it would affect their individual roles within the business.
We provided training on all elements of marketing strategy that explored the customer journey of their ideal customer from awareness, consideration, conversation and loyalty, demonstrating the importance of each step and how they work together to provide a road map toward business success.
They were able to see how their current marketing efforts could be improved by identifying areas of improvement. They were also able to identify new opportunities for growth by understanding where their customers are in the buying process and how they can influence that stage.
In the second phase, we worked closely with the client to help them build on the success of their first project by ensuring that all aspects of their brand were aligned with their new values and vision. As part of this process, we developed a new positioning statement and developed a visual identity including: logo, colour scheme, typography and guidelines.
The result was a sharper focus on what makes them unique and valuable in the marketplace.