Evolving A
Legacy Brand

Today, they’re a Fortune 500, multi-billion dollar industry leader — but it wasn’t always this way.

With a strong sales culture, this construction materials behemoth relied on a limited toolbox of traditional media for their marketing: print ads in trade publications, trade shows… the usual suspects.

But times change. Industries change. And marketing strategies must change, too. To help, the company engaged Reynolds+Myers to initiate an evolution in their approach to marketing.

The Work

Working closely with the internal marketing team, R+M evolved the company’s marketing from a “rented attention” (via expensive corporate media) strategy to an owned media strategy. This meant establishing and enhancing “owned” media channels, then building their audience.

Brand platform revamp: corporate values, brand personality, modular design system

Launch + scale digital ad program: lead gen, analytics, optimization

Media management: orderly transition to results-based channel

The Outcome

Today, the company is connecting directly with more customers than ever before. All while driving down their cost of marketing delivery and increasing the value of their brand.

Select results:

2X website traffic in 8 months with no increase in marketing spend
20% lift in brand recall (according to 3rd party study)
21X improvement in advertising efficiency
255% increase in monthly literature downloads

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