A Schaefer employee with an entrepreneurial spirit announced his interest in relocating from our Cincinnati, Ohio office to Phoenix, Arizona. He was ready to move personally, but not professionally. After research and deliberation, we opened our Phoenix office March 24, 2016. This is not the first time the firm has followed an employee into a new city; Ryan Konst, Schaefer Vice President, had opened Schaefer’s Columbus, Ohio office ten years prior.
While Schaefer had designed 60+ Arizona projects, we weren’t well known by local A/E/C firms. Our managing director joined industry organizations and met with existing contacts, but we needed a brand awareness campaign. We would send it through the mail – it would garner more interest – and make it a series for even more attention. While we’re proud of our structural engineering, we wanted the second conversation to be about markets and past experiences. For this first meeting, we wanted them to know what it’s like to work with us.
Our six pieces fit together with similar layouts, but tackled different attributes and remained interesting with impactful project images and approachable language. These six pieces are the epitome of Schaefer’s brand.
We received positive feedback and saw Google Analytics spikes. Our organic search increased by 37.78% compared to the period prior. In addition, we saw a 29.9% increase in new sessions and 41.43% new users just in Phoenix. Not only did they read the mailers, but they took action online.
Schaefer New Phoenix Office Direct-Mail Campaign
Category
Direct-Mail Campaign > Direct-Mail Campaign-Print Only
Description
Schaefer
Cincinnati, Ohio
Winner Status
- Merit Award