AND THE CLIENT SAYS
"We look at the brand as an asset now. And we look at Magnani as someone who has been contributing tangibly to the value of that asset.
Andrew Leach
Executive Vice President
The Ticket Reserve
Who wants to see pictures?
IMAGE SCRAMBLE
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CASE STUDIES
McGraw-Hill Construction
The premier source for architectural specification and product information for more than 100 years, Sweets, a division of McGraw-Hill Construction, was experiencing increased competition from online competitors, loss of relevancy among end users due to its heavy reliance on print vehicles and the perception among its target audiences as a necessary evil.
PROCESS
THINK
- Execution of an internal sales audit among key staff members (including architectural consultants)
- Conduction of qualitative research among both building-product manufacturers and end users
- Compilation and analysis of secondary and industry research
PLAN
- Creation of a communication platform evolving Sweets from "the big green books" and a necessary evil to a progressive industry leader that increases transactions for manufacturers and simplifies the construction process for end users
ACT
- Development of "Any format. Any time. Anywhere." tagline, reinforcing Sweets' digital presence
- Development of a two-tiered advertising campaign and direct mail program targeted to building product manufacturers and end users promoting the sweets.com Web site
- Development of a communication program around the Sweets Marketplace Awards - an annual program recognizing manufacturers for innovative and effective Sweets program (both print and digital)
RESULTS
Sweets.com increased registered users from 20,000 to more than 140,000 with an average site visit of 11 minutes—successfully transitioning Sweets from the #1 printed specification resource for architects, engineers and contractors to the #1 online resource.
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