Case Studies  >  Construction Company

HELPING A SMALL CONSTRUCTION MANAGEMENT COMPANY BECOME A NATIONAL PLAYER

From Near Obscurity to the Top 50 in the United States

After purchasing a small, high-end construction company with a track record for excellence, new ownership made the decision to build off its existing base and become a national player. Strategic communications programs developed and executed by Nicolazzo & Associates (N&A) played a significant role in this industry success story.

Background and Situation Analysis

The nation's oldest construction management company in continuous operation had its roots in the Northeast part of the United States where it operated as a custom builder for many decades. Having first started business in 1865, the company traced its earliest roots to building large homes for the many sea captains who resided along the East Coast.

Our client, an executive who had worked with another East Coast construction management company as a troubleshooter, purchased the firm and decided to let his entrepreneurial spirit take flight. Leveraging off the company's existing reputation, the new owner set a course to become a local, regional and national player with a particular emphasis on the market for construction of hospitals related medical facilities.

The Plan

As N&A began its engagement, the challenge became clear: execute a multi-faceted strategic communications program to dramatically raise the company's awareness level and help gain new important business. Key activities enterprised by N&A encompassed:

• Proactive interviews with current and past clients to help determine the firm's "strengths and weaknesses"

• Meetings with community leaders, sub-contractors, union leaders, architects and real estate development firms to help establish the company's perception among its key audiences

• Outreach to key media such as Engineering News Record to help project the firm's focus on construction of medical facilities (feature story placed on behalf of our client)

• Development of construction case histories, which were used in a company brochure and for other general marketing purposes (focus on Harvard University, Harvard Medical School and Harvard Community Health Plan buildings)

• Arrangement of one-on-one meetings between company executives and senior level contacts at target customers (hospital presidents/planners, HMOs, real estate developers, college presidents, etc.)

Results

Within weeks of N&A launching its effort, business began to pick up. The company landed several smaller projects in the $3 million to $5 million range and subsequently began bidding on larger medical facility construction projects. After 18 months of expanded communications efforts, the company had landed nearly $20 million in new projects.

Strategic communications activities were also playing a role in expanding the company's reputation beyond the Northeast. The previously mentioned feature story in Engineering News Record prompted several calls and leads. Rapidly, our client was becoming a noted, national expert on medical facility building.

As sales grew and the company's operating budget expanded, it was able to focus on other key vertical markets. Projects awards began to develop in Maine, New Hampshire, Connecticut and Rhode Island.

Today, this former client is ranked among the top 50 construction management firms in the United States and is currently enjoying a multi-billion dollar backlog.