Harrogate Steel approached Engage Comms in mid 2019 with an ambitious plan to become the UK’s fastest growing and best steel fabrication company to work with.
We started by carrying out in-depth research into the UK construction marketplace, identifying and understanding the specific target audiences and approach that would make this vision possible. We concluded that the company needed to become more attractive to Contracts Managers at mid-sized main contractor construction firms and their influencers, building a brand founded on professionalism, flexibility and expertise, and distancing itself from the smaller domestic building world.
The content-driven digital marketing strategy that we devised and subsequently rolled out across social media, digital media and email marketing laid the foundations for the firm being recognised as the ‘go to’ experts for commercial projects with steelworks packages up to £1m. Multi-media case study content was instrumental in telling the story of the company’s accreditations and added-value service through its existing experience, up-selling it to a new audience.
Engage Comms was Highly Commended in the Construction Marketing Awards 2020 for its work with Harrogate Steel – read all about it here.
After two years of working with Engage Comms, Harrogate Steel’s highest order value had grown from £50k to £1m and the company had 5,000 followers on its LinkedIn company page. We also supported with the creation of case studies and a new brochure aimed at larger construction firms to take the firm to the next level again.
