After the economy imploded in 2008, construction and building projects slowed and/or many were put on hold. This was a problem for a lot of companies but in particular architecture firms and construction companies. There were three sectors that were the least affected during that time; education facilities, churches and health clinics. We were tasked to focus on helping them get as much marketshare in the K-12 education space as possible.
We felt they already had an impressive body of work in this space but we needed to get their story and experience in front of school administrators. We created a set of case studies in the form of composition booklets that showcased their past projects. These booklets included their solutions, project statistics and pictures of the facilities. They also included quotes and testimonials from Superintendents, Principals and other key decision makers that gave them credibility. The booklets were mailed each week for 12 weeks in a custom envelope. If they were at a tradeshow or conference they were handed out as a packet in a specially designed box that housed the complete set.
During the twelve week campaign, Crafton Tull Sparks directly attributed $72,000,000 worth of new K-12 design/build contracts to the campaign.
We call that textbook execution.