Creative Brief

This final pursuit deliverable—and ultimately the award of a $450MM healthcare construction project—was a result of a year and a half of strategic pre-positioning, which included a combination direct relationship-building and digital content marketing.

During that year and a half of pre-positioning, we listened and learned about our client's basic project concerns. Additionally, data from our digital content and email marketing efforts reaffirmed our understanding of the client's priorities. This research allowed us to start planning our pursuit strategy and establish our key messages early, prior to the RFP release.

Solidifying our key messages early kept our biz-dev/marketing team laser-focused and moving in the same direction throughout the pursuit period (from RFP release to deadline). We knew our client preferred a construction manager who was committed to the local community. Because our firm has longevity in the region, our overarching theme was simple: Turner is CLEVELAND. They also sought a collaborative, yet highly innovative partner. Our key messages became the main themes of our videos: Turner is VALUE; Turner is COMMUNITY; Turner is COLLABORATION; Turner is PROVEN.

The proposal: was presented in a binder with a video tablet affixed to the front, inside cover. The cover letter further explains why we presented our key messages in video format—to better connect with the selection committee on a deeper, more emotional level. 

The Marketing Win: Because our messages were established early, production went extremely smoothly for a winning proposal that was responsive to our client’s priorities, both in design and content.