Marketing Excellence Awards: Garver's 95th Anniversary Campaign
(North Little Rock, AR), a 375-person multidiscipline engineering firm, is taking home fifth place in the Integrated Marketing category of Zweig Group’s 2015 Marketing Excellence Awards for its 95th
2014 marked Garver’s 95th
year of doing business. To celebrate this milestone, the firm initiated a new marketing campaign to strengthen the Garver brand and advertise its longevity and reliability. Six of the firm’s past presidents were interviewed to gain insight into the company’s history and values. To prepare for the campaign, a comprehensive “tool kit” was created and sent to all project leaders within Garver, providing key talking points about the firm’s history and values to pass on to their teams and clients. Talking points were also incorporated into sales training at the firm’s Aviation Summit and through Garver University, the firm’s in-house training program.
The purpose of the campaign was to reinforce the firm’s branding – a 95-year-old business is strong. The firm wanted to use the campaign to continue to expand into new markets where the Garver brand wasn’t already well established. In order to reach target audiences the firm used a digital and print approach. This included a unique logo and tagline, a video of the firm’s president/CEO speaking about the new campaign, and the integration of a “Throwback Thursday” campaign on the firm’s social media.
As a result of the campaign, new clients were gained and the firm’s project win-rate increased from 43 percent to 47 percent in 2014. The firm also noticed competitors using their own years of service in their logos, even though they were much younger than Garver. The firm was selected for a major aviation project based on its 95 campaign. The campaign was so successful firm leadership has decided to implement a similar campaign for Garver's 100-year milestone.
For more info on the Marketing Excellence Awards click here.
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.