SUCCESS STORY
“Plug and Play” Growth Engine
DEVELOPING AND EXECUTING, FOR THE CLIENT’S FIRST TIME, A FULL DIGITAL MARKETING PLAN REFLECTING THE MANY BENEFITS OF THEIR UNIQUE APPROACH
Client: Formcraft
Project Timeline: 2020 - Present
Services Provided: Design + Content + SEO + Video
The Challenge
Formcraft, a family-owned architecture, design, and delivery company focused on work places, was searching for a new agency partner to help grow their business. Since about half of Formcraft’s business comes from net new clients, they were looking to partner with an agency that could take the time to understand the landscape of their business in order to develop and execute, for the first time, a full digital marketing plan.
The Process
The first step The Moving Company took was a full immersion into Formcraft’s business—extensive interviews with Formcraft leadership, competitive research, and a target market analysis. From there, the team developed a comprehensive marketing roadmap that outlined strategies to be implemented for SEO, paid advertising and SEM, organic content, and conversion optimization.
With a strong strategic foundation in the marketing roadmap, the The Moving Company team then could begin executing on the key marketing activities to support the goal of new lead generation. Most importantly, The Moving Company built a new website for Formcraft, replacing their clunky slow-loading site with a website with a backend optimized for search. Over a 10-week period, The Moving Company wrote copy for, designed, and launched retargeting display ads, Google text ads, LinkedIn ads, custom landing pages, and a long-drip email campaign.
One of the key transformations that The Moving Company suggested and helped implement was the transition of Formcraft onto a new, comprehensive CRM and marketing tool. By centralizing all landing pages, ads, email campaigns, and lead contacts into one system, the Formcraft team was able to exploit the most comprehensive view of the marketing activities taking place to generate new business.
Problem Solved
The Moving Company took the time to truly understand and dig into the industry in which Formcraft operates, understanding the way the leadership team thinks and the goals for the business. What Formcraft got with The Moving Company was a marketing partner to rely on. With The Moving Company maintaining the marketing roadmap, creating and launching new marketing assets, and regularly measuring results, Formcraft was able to spend time on the the work they specialize in—making office design, renovation, and construction easy.
