Founded more than 50 years ago, Vic’s Crane and Heavy Haul had a strong entrepreneurial spirit and an expert staff. What stood in the way of growing its business was the lack of a consistent messaging platform and marketing strategy to communicate the benefits of its skilled staff and impressive breadth of equipment.
To inform the key messaging and strategy, we conducted primary research to pinpoint what is most important to companies when selecting a partner for crane and heavy haul projects. New messaging was skillfully woven throughout a new website (including a time-saving online job application), brochure, newsletter, social media and paid search.
In 2019, Vic’s new website generated a steady pace of monthly leads through Google Ads and organic traffic, and more than sufficient job applications to help with seasonal hiring spikes. SEO resulted in first page rankings for many relevant terms. A newsletter, automated emails, public relations, advertising and social media keep audiences updated on the latest news from Vic’s.