Suffolk needed a way to increase brand awareness and build relationships in our newer areas (West Coast and New York) and to communicate our “build smart” approach to construction. This communication was going to be blind, since we hadn’t yet built the relationships with the prospects we were reaching out to. Therefore, the target audience research was key and the vehicle of communication needed to be unique, personalized, and able stand out in order to be impactful to our target audience.
The video brochure was the perfect mixed media piece to make an impact on our prospects. The brochures skin was designed to have an innovative feel. The “play button” element on the front is a teaser to the video that is to come. The video captured West Coast people and leadership working with the technology and “build smart” tools that we use on our jobsites and in our offices, as well as drone footage of our large, in-process projects on the West Coast. Together, these elements truly communicated the innovative, tech-savvy message we wanted to tell. Then, the personalized letter that went with each mailing and included a call-to-action was the perfect way to engage this audience in another step, directly connecting them to our West Coast operation and team. Overall, this piece is very unique, caught the eye of our intended prospects, and truly sets us apart from our competition. Getting three proposals for new work from this piece was more than we could have asked for.
Suffolk Construction Video Brochure
Category
Book/Monograph > Book/Monograph-Print Edition
Description
Suffolk Construction
Boston, Massachusetts
Winner Status
- 2nd Place