|Client JGM||Provided Digital Strategy + Automation + Branding + Video Production|
|Project Repositioning JGM||Year 2017|
We were tasked with taking a company’s brand, which had little strategic thinking behind it, along with their fairly generic, outdated website, and turning both into an impactful and unique experience for their customers. Our goal was differentiation - differentiation from the competition from both a marketing and sales angle, as well as differentiation of their employer brand. Joe Messner Jr., Founder and CEO, needed a new foundation to market and communicate the value proposition of JGM properly. Following the establishment of this new foundation, the goal would be to create revenue opportunities for the JGM team to close deals and grow their client portfolio and geographic footprint.
As we got to know JGM, we learned their differentiator was speed, especially speed and accuracy as it applied to complex work. The differentiation for clients, the people that were hiring them, was twofold. One was to know exactly what they do compared to their competitors. The other important aspect of that differentiation was to establish their position in the marketplace as a friend to other fabricators. The content was crafted to position JGM as a partner to other fabricators, not direct competition. The positioning of the company was greatly strengthened.
As the website was planned, we focused on speed. It was critical for us to build a system that provided the ability to get in touch with someone at JGM in an instant. We established ways of communicating on the website where anyone there for an urgent need could literally be contacted by the right person on the phone number of their choice within 20 seconds by putting their phone number right into the website. This one example of making things incredibly fast and easy to use represents the whole JGM culture and brand.
Another focus of ours was on the organization of information and contacts in their funnel. When we started, they had multiple people who were saving contacts in different ways. Some people were on Outlook, some were on Apple and no one categorized their contacts in the same way. It was very messy – a common pain point in today’s age of information overload. We needed to create an organized system, bringing all of these contacts together and creating one single database that is accessible to everyone who needs it.
In only 100 days, our team crafted an entirely new brand experience for JGM. We strategized and organized their sales funnel and process in a way that will be used for years to come. We designed and developed an entirely new website that focused around increased performance and functionality, as well as a foundation for all marketing activities moving forward.
JGM now has a technology stack that rivals their largest competitors. With the positioning and differentiation strengthened, we are now prepared to work alongside the leadership of JGM to accomplish their updated vision statement: Driven to be the fastest, safest and most effective fabricator and constructor in the world.