Perhaps no other business offers more marketing and PR opportunities than commercial developments. Yet surprisingly, many companies don’t take advantage of the myriad of media and marketing opportunities the natural course of doing business presents. PR Works has worked with one company that certainly fell into that category.
A Massachusetts-based general contractor, the company had a well-earned niche in rehabs and new construction for assisted living and nursing homes, as well as in educational, institutional and hospitality. Better yet, the majority of customers were repeat business. The owner wanted to take the company to the next level but wasn’t exactly sure how. PR got the ball rolling.
Part of the strategy was taking advantage of the built-in PR opportunities every commercial construction project offers:
- Winning a project
- Starting construction
- Significant project milestones
- Project completion
- Growth and additional personnel
Each of these happenings presented an opportunity to issue a release, with photos, to the local media and trade publications. These releases were easily repurposed into content for company website, social media sites and e-newsletter. Coverage from press releases also was repurposed into content for the latter.
This approach translated into coverage in major regional newspapers and magazines—Providence Journal, Boston Magazine—and trade publications—High Profile Monthly, New England Real Estate Journal.
This coverage was often featured in the monthly e-newsletter with a message from the owner about goings on with the company. With this kind of content and a 20 percent open rate (4,000 are on the e-mail list), the e-newsletter developed a following. In fact, it was not uncommon for the e-newsletter to generate requests for proposals from former clients and prospects.
The company’s good work remains its best marketing. Yet letting their mailing list know what’s going on with the company played a role in their growth and success:
“Over the past 10 years, over 87 percent of our revenue (a time in which we grew from over 1,000%) has been derived from clients we have worked with in the past, ”noted the client.
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