Harrogate Steel approached Engage Comms in mid 2019 with a plan to become the UK’s fastest growing and best steel 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 has laid the foundations for the firm being recognised as the ‘go to’ experts for commercial projects with steelworks packages up to £500k. Case study content has been 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 took a completely different approach to our marketing strategy than others we had talked to. They understood exactly what we were trying to achieve and came up with a highly targeted, fit for purpose, integrated solution that helped us to realise our short and long term ambitions by positioning us as a highly professional and credible firm to new audiences that we hadn't previously been able to reach.”
sales and commercial director
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