RW Armstrong
The Aim: position RW Armstrong as the leading building contractor in the high-end residential market across the South East. Increase awareness of their excellent reputation for renovating country homes and building new bespoke houses. Pace provided marketing services for RW Armstrong for 12 years.
The Solution
Marketing Plan
Strategic and integrated annual Marketing Communication Plans were prepared annually which included a variety of tactics within a relatively tight budget, some of which are outlined below.
Rebrand
The traditional family company R.W. Armstrong & Sons was rebranded as a more modern and forward-looking company whilst ensuring its traditional values were maintained. New divisions including RW Armstrong London, and new commercial and conservation divisions, were also launched.
Company Brochure
A high quality company folder was designed and produced containing notable case studies, incorporating beautiful photography to let the projects speak for themselves.
Advertising/Advertorials
An advertising strategy targeting key trade and consumer publications, such as Country Life, was developed, featuring striking advertisements and advertorials which capitalised on impactful photography from notable projects.
Direct Marketing
An extensive trade database was developed with each contact sent the company brochure and a personalised letter. Mailings were followed up with a telephone call, and new case studies were also regularly sent to ensure regular contact.
Website
A new website was designed and built, which primarily highlighted key projects with extensive use of photography. To launch the new website in an innovative way, contacts were sent a quality tea mug along with a premium English Breakfast tea bag under the campaign theme of ‘…not your normal builders’ tea, but a quality brand – which we like to think is just like us. Why not make a cup of tea now and take some time out to browse our new website…’ .
Email Marketing
An email newsletter was designed and regularly sent to email subscribers from the trade database, to highlight current projects, feature news and introduce staff.
PR
A limited but targeted PR campaign was undertaken in key trade and consumer publications, such as House and Garden and Country Life.
Internal Communications
A biannual staff newsletter was produced. In addition, a 50th Anniversary event managed by Pace was held at Newbury Racecourse for all employees and partners.
Sponsorship
The company sponsored a tennis programme in local private schools which was supported with branded promotional items.
Evaluation
The marketing initiatives were regularly evaluated and customer feedback by telephone questionnaire collated and reviewed.
Results
- RW Armstrong featured in the top 50 fastest growing companies in the Thames Valley for several years, achieving more than a 100% growth in turnover over a five year period to qualify.
- The company was shortlisted for the prestigious Contractor of the Year Award.
- A record number of enquiries were received despite an economic downturn.
- A greater awareness of the company and its strengths across a wider audience, both trade and consumer, was achieved.
- There was a significant increase in the number of contacts on the trade database, and an on-going increase in visitors to the website.