Concrete company makes a turn for the better.
Turner, a local midwestern custom concrete company, sought a way to differentiate itself in a rather overcrowded market in the northwestern plains of Illinois. The market definitely had a hometown feel and a variety of needs that really did rely on its neighbors' word of mouth recommendations when it came to finding contractors for anything. This market had just recently stepped into the 21st century, and the general consumer wasn’t looking for big city answers to their local market needs, but they also didn’t feel comfortable dealing with companies that looked like they were operating in the 1990s. Turner approached Willful seeking guidance on what could be done to improve its positioning in the marketplace and better tell their story.
WHAT WE DID
Brand Audit
Industry Insights
Audience Research
Brand Positioning
Brand Strategy
Brand Development
Branding Messaging
Brand Identity
Graphic Elements
User Interface
Print Collateral
Web Design & Development
UX/UI
Social Media
Copywriting
Video
The Challenge
The situation was both a task and an opportunity. Turner, as well as its competition, had not really taken the time to consider contemporary marketing tactics in conjunction with their handshake way of doing business. In order to reposition the brand in the market, Turner needed to put a new, more contemporary face on its word-of-mouth marketing to make it more palatable to a modern consumer as well as the mid-market mom-and-pop clientele that make up this market. Although the neighbor next store marketing style had taken them to where they are now, it was time to do what was necessary to get them to the next level and allow for future growth.
Our Solution
The answer was to create a new, all-encompassing brand identity that would be able to cradle and cohesively represent all of the expertise within this young company as a new contemporary solution that would be palatable to this rural and small-town market. That was accompanied by a targeted social marketing plan to build brand and service offering awareness. A completely redesigned and restructured website was created to represent the company and its attributes, collateral materials, necessary print solutions, paid media, video, testimonials, PR, blogs, and a total revamp of the existing logomark and brand structure. This would soft-sell the brand reinforcement in the local market while providing the necessary attributes to allow for market expansion in the near future. The brand architecture was developed, brand guidelines were created, and tactics were planned and executed in an effort to reposition the new Turner Concrete as a contemporary, unique new leader in this vertical.
The Results
Not all of the numbers are in yet, but the simple answer is that Willful built a new brand identity that’s visually memorable, along with a contemporary digital presence that’s interruptive, memorable, easily understood, and portrayed the true essence of Turner Concretes' professionalism. A visual experience that would function in all marketing tactics and allow for measured interpretation under the auspices of the brand guidelines. We were tasked with creating a visual solution that would support the brand long-term and be a solid reinforcement of the brand's parameters in the short term, thus putting the intended viewer at ease with Turner Concretes' vision for custom concrete solutions into the future.
“Willful approached the task with their expertise and proven process —and wowed us every step of the way.”
Nolan Turner, Owner & Partner