GREENCREST Helps Miles-McClellan Stand Out in Commercial Construction Market

Breaking Through a Crowded Commercial Construction Market: The Strategy Behind Miles-McClellan’s Growth

Overview

Miles-McClellan is a privately held construction company in Ohio and North Carolina serving the commercial, industrial, healthcare, senior living, higher education, and hospitality industries. Since its founding in 1978, the company has built a reputation for comprehensive service offerings, specialty masonry and concrete expertise, and a strong design-build project approach. Miles-McClellan partnered with GREENCREST in 2020 to elevate its strategic marketing efforts.

The Challenge

As Miles-McClellan pursued strong and sustainable growth, it faced the critical challenge of differentiating itself in an increasingly crowded and competitive commercial construction industry.

The Process

To ensure measurable success and a strong return on marketing investment (ROM), GREENCREST evaluated Miles-McClellan’s market position and developed a unified brand strategy.

Strategy

GREENCREST’s initial phase included a brand discovery workshop, an internal brand perception survey, and a complete website audit, the insights of which laid the foundation for a cohesive, long-term marketing plan.

Marketing Implementation

Following the strategy phase, GREENCREST executed a multi-tiered marketing program that included:

Branding & Website

• Development \ brand messaging, positioning and expression as well as an update of the company’s vision, mission and values
• Website redevelopment, ongoing maintenance, and creation of targeted landing pages

Digital Marketing

• Google Ads campaign management
• SEO implementation
• Local listings management
• Expert guidance to increase online visibility and convert website visitors into leads
• Ongoing review and reporting of online activity

Content & Media

• Video content
• Radio spots
• Blog strategy and content
• Client success stories
• E-newsletters
• Support for Economic Indicator quarterly reports

Traditional Marketing & Public Relations

• Social media strategy and posting
• Media buying for radio and billboard advertising
• Client appreciation mailings
• Sell sheets

The Results

To gauge the impact of its marketing efforts, Miles-McClellan measured ROI, revenue growth, lead generation, website traffic, conversion rates, and online engagement. The results were decisive: Miles-McClellan achieved consistent year-over-year revenue growth, affirming both the value of its partnership with GREENCREST and the impact of a well-executed strategic marketing plan.

“All the services GREENCREST offers are in-house, which means they are fully in control to meet deadlines and quickly knockout special projects. The team’s response time is outstanding! I work with various team members but I have a single source contact who knows what is going on with all my projects. The team knows my firm and how it thinks, they provide relevant content, they are proactive and manage my project spend clearly. GREENCREST helped us find our unique voice in the market and from strategy to our mission, to the day-to-day delivery of our services, we provide ‘Building Excellence.’ We live this identity daily.”

-Kelly Zemcik, Marketing Manager
Miles-McClellan Construction