Marketing Excellence Awards: G2
G2 Consulting Group
(Troy, MI), a 50-person engineering firm, is taking home fourth place in the Integrated Marketing category of Zweig Group’s 2015 Marketing Excellence Awards for its integrated marketing strategy.
In April 2013, G2 began a rebranding initiative, reevaluating its business trajectory, target clients, and unique selling position. This rebranding process recaptured the firm’s vision and business plan, and enabled the firm to mirror this strategy in its new marketing direction and tools.
The purpose of G2’s integrated marketing program is to consistently communicate the firm’s brand to target clients and new employee candidates, sharing information that establishes G2 as a thought leader in their areas of specialization and providing proof that backs their brand claim – “Smart.Results.Fast.” In addition, the marketing pieces are intended to reflect G2’s personality and business focus.
To achieve their goals, the G2 team utilized a number of communication tools. The firm redesigned their website and corporate identity pieces. An email campaign was started, along with a public relations campaign. The firm used blog posts, Twitter, and LinkedIn posts, and even started using a YouTube channel to showcase project videos.
Since beginning the integrated marketing program in 2013, G2 has experienced significant growth in revenue – 22 percent in 2013 and 52 percent in 2014. The effectiveness of the marketing is largely due to the cohesiveness that exists among the firm’s operations, business development, and marketing. Coming off of its third year of increasing project activity and strong revenue growth, G2 has hired 12 new environmental scientists and geotechnical engineers in the past six months and is looking to hire up to five additional professionals. This represents over 30 percent growth in the firm. Email campaigns over the past year have achieved a 30-40 percent open rate, and a 10-36 percent click rate.
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About Zweig Group
Zweig Group, three times on the Inc. 500/5000 list, is the industry leader and premiere authority in AEC firm management and marketing, the go-to source for data and research, and the leading provider of customized learning and training. Zweig Group exists to help AEC firms succeed in a complicated and challenging marketplace through services that include: Mergers & Acquisitions, Strategic Planning, Valuation, Executive Search, Board of Director Services, Ownership Transition, Marketing & Branding, and Business Development Training. The firm has offices in Dallas and Fayetteville, Arkansas.