Hardaway Construction
For 100 years, Hardaway Construction has remained Nashville’s respected construction veteran. The company provides pre-construction, general contracting, design-build, construction management and building information modeling services. Hardaway Construction is built on a legacy of quality, honesty and integrity, providing premier construction services to clients across all major industries. REED was engaged in addressing the company’s primary objective, ensuring comprehensive awareness of the Hardaway team’s latest developments, projects and achievements. In other words, the REED team was engaged in surpassing the perception of Hardaway as merely a construction company. This was accomplished by moving beyond the traditional method of sharing company updates on their website and instead adopting an email marketing strategy.
INSIGHT
Humanizing companies and showing off what makes them unique will set them apart from the crowd.
STRATEGY
Highlight the brand’s exceptional culture and position it as an accessible leader in the industry.
ACTIVATION
To achieve Hardaway Construction’s communication goals, REED worked with the Hardaway team to create a visually appealing MailChimp template aligned with the organization’s branding guidelines. The REED team organized distribution lists and regularly updated them in collaboration with the team, conducted extensive research to identify prospective partners and clients for newsletter lists and drafted yearly content calendars with guided messaging to ensure a cohesive narrative.
A commitment to staying informed on industry stats also allowed REED to craft valuable, timely content, exceeding the client’s expectations for a dynamic and engaging email marketing strategy.
RESULTS
Aside from the overwhelmingly positive feedback from the client, their employees and other stakeholders, which underscores the success of REED’s efforts, the REED team secured impressive concrete results.
While the construction industry’s average open rate for e-newsletter campaigns is around 21.7 percent, Hardaway Construction’s open rate lands at 35.4 percent, well above the national average.