Before You Build
HOW CONSTRUCTCONNECT MERGED 8 COMPANIES, RE-INVENTED THE BRAND, AND LAUNCHED A NEW PLATFORM SIMULTANEOUSLY
ConstructConnect, a Roper Technologies company based in Cincinnati Ohio company. acquired several new companies and built a new product inside their portfolio.
Prior to their market expansion though acquisition and name change the company had established brand recognition as iSqFt. ConstructConnect needed to create brand awareness for their new product and bridge the brand value of their acquired companies.
Create a marketing communications plan including advertising, sales promotion, public relations, direct marketing, and social media, through a mix of tactics, methods, channels, media, and activities, ensuring all work as a unified voice. Build a process to ensure all messaging and communications strategies are consistent across all channels and are centered on the customer and keep the brand integrity intact as the new product is introduced into market.
Launched the bridge branding and go-to-market strategy in a slow and methodical manner. Utilizing the brand equity from the previous products allowed for a higher market adoption and trusty of ConstructConnect’s new platform. Coupling the bridge branding with the advertising campaign led to stronger than expected sales performance and market adoption.