Cheri Heflin and Company

Situation

A small construction management company was looking to grow its presence in the market and standardize their marketing elements.  They did not want to grow too large within their market, as they enjoyed the size of their firm. As well, they wanted to maintain the profile they had built through the projects they had completed.  The problem was figuring out how best to reach new customers and capitalize on relationships they had built within the marketplace.

Strategy

The first matter that Oval needed to tackle was standardizing all of their marketing elements, in essence creating consistency across all mediums – whether it be the logos on their trucks, the colors they use in their promotional materials, or the slogan of the company.  Having created a consistent brand for Oval, the next step was applying this to all areas of the business.

To reach new customers and take advantage of existing relationships, sales materials were designed that would work through relational marketing.  This was accomplished through Oval discussing their goals with previous clients, all of whom were very happy with the work Oval had completed for them.  The clients were asked to spread the word through designed emails and announcements about the work they had done.  This let others know who was responsible for the work and that they were happy with it.  This gave credence to the work Oval does, and has helped them in growing a database of persons to market their services to.