During the recession, the construction industry had no choice but to focus on profits, revenue, and resources. Now that the economy has recovered, we found as though industry messaging hadn’t evolved with it. We are not focused only on money, but rather our employees, the places we build, and how those impact a community. We created a new purpose statement to explain this, and we wanted to roll this out to clients, partners, etc. throughout the country.
Our rollout strategy was to announce this to via client eCard scheduled for early December. We compared our print card budget from years’ past to determine we had $18,000 to spend. We used $7200 to create the video and $900 to distribute the ecard, which was designed in house. We effectively spent less than half of our budget, plus we have the video as a resource we can use multiple ways going forward.
We consider the ecard a success because we received hundreds of positive remarks from clients and partners, including some reiterating why they do business with us. We had an open rate of 37% which is double the industry standard open rate of 17%.
Most importantly, we feel as though the video accurately conveyed our purpose statement messaging, tugs at heartstrings, and is a true representative of who we are as a company. Using the holiday budget was a great way to get this video created and distributed, while also creating a strong video we can use many different ways.