Miles-McClellan Construction is a trusted general contracting and construction management firm recognized for commercial, industrial, healthcare and other specialized clients in Ohio and North Carolina. For more than 30 years, they have been delivering on their promise of customer satisfaction and technical excellence.
Miles-McClellan approached Minds On with four core objectives — devise a multi-year marketing plan, create and update existing sales materials, evolve the overall brand aesthetic, and increase their market share in North Carolina.
In the construction industry, relationships are everything. As a part of the localization strategy Minds On created two brochures. Leadership, local teams, projects and capabilities were highlighted for both markets, creating a strong, relevant message for each regional team. The brochures were promoted on the website and sent out via an email campaign.
To build upon the localization strategy, and using insights from client interviews, a new web presence was developed that was tailored for North Carolina and Ohio. Based on a visitor’s IP address the site loads relevant, regional version of the site. All built on a robust content management system, the marketing teams at Miles-McClellan are able to easily update content, images, news, social and more.
RFPs are a core sales tool and essential for bidding and winning construction jobs. To create brand consistency, Minds On was tasked with designing a branded RFP response template that could be used for all future responses. The RFP was designed so that the regional teams could customize each RFP appropriately.
To help position themselves as thought leaders, Miles-McClellan produced the Economic Indicator; a quarterly report on the state of the construction industry. To elevate the report and create brand consistency, Minds On redesigned the report with additional pages and a new overall layout. The result was an effective, polished piece of collateral that can be easily updated by the Miles-McClellan team.
With an updated digital sales tool, new messaging and brand aesthetic, it was time to update and align the stationery. Minds On used the brand’s new visual language to develop a stationery set — business card and letterhead — tailored for each region.
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