Introduction
A.W.Hardy, a family-run business established in 1958 by three brothers in Southend-on-Sea, began as a small carpentry firm. Over the decades, their commitment to high-quality work earned them a trusted reputation among their customers. Now managed by the third generation of the Hardy family, the company has grown into one of East Anglia’s leading building contractors.
Despite their historic success through word-of-mouth, referrals, and a stellar reputation, A.W.Hardy faced challenges in maintaining a steady flow of new business enquiries. They recognised the need for a fresh approach to enhance their brand awareness and secure more private sector opportunities, reducing their reliance on public sector contracts
Stratagem was engaged to help A.W.Hardy achieve these goals, focusing on creating a strong foundation for their marketing and business development efforts.
Challenges & Objectives
- Unpredictable business enquiries: A.W.Hardy’s reliance on referrals made it difficult to forecast new business, leading to an unpredictable sales pipeline.
- Shift to Private Sector: The company aimed to pivot its focus to private sector opportunities, which required tailored outreach strategies.
- Outdated Branding and Marketing Materials: Their existing branding and corporate brochure needed modernisation to better reflect the company’s expertise and attract a broader audience.
- Limited Digital Presence: A.W.Hardy’s online presence required significant improvement to align with modern digital marketing standards.
Approach & Execution
Through comprehensive market research, Stratagem identified surveyors and architects as key target audiences to help A.W.Hardy secure the types of construction projects they sought.
Instead of implementing a full-scale marketing strategy immediately, Stratagem and A.W.Hardy agreed on a phased approach, starting with a review and update of their company logo and corporate brochure:
- Logo & Brochure
| 1. Logo & Brochure | 2. Website Redesign | 3. Digital Marketing Channels |
| Stratagem created a modernised logo that retained A.W.Hardy’s heritage while appealing to contemporary audiences. A refreshed corporate brochure highlighted the company’s expertise, legacy, and capabilities, serving as a key tool for client interactions. | Using the new logo and brochure as a foundation, Stratagem redesigned A.W.Hardy’s website. The new site featured: – Striking visuals: High-quality imagery showcasing their projects. – Engaging content: Clear, compelling copy that resonated with target audiences. – Calls-to-action: Strategically placed to encourage enquiries and conversions. – Search engine optimisation (SEO): Enhanced visibility in search engine results. | Stratagem laid plans for future updates to email campaigns and social media presence to create a cohesive digital marketing strategy. |
2. Website
Performance Tracking & Communication
Regular review meetings were held with A.W.Hardy to ensure transparency and collaboration. Key metrics were tracked and communicated, including:
- Website analytics: Page views, user journeys, and interactions.
- Email campaign results: Bounce rates, click-through rates, and unsubscribes.
- Social media engagement: Growth in followers, reactions, comments, and calls-to-action.
Results & Impact
The phased approach to updating A.W.Hardy’s branding and marketing materials proved highly effective in laying the groundwork for broader digital marketing efforts.
- Improved brand perception: The modernised logo and brochure reinforced A.W.Hardy’s reputation as a leading contractor while appealing to new audiences.
- Enhanced online presence: The redesigned website attracted more visitors and generated higher engagement rates.
- Targeted outreach: By identifying surveyors and architects as key stakeholders, Stratagem helped A.W.Hardy focus their efforts on the right audience.
- Data-driven decisions: Regular performance reviews ensured that A.W.Hardy could adapt their strategies based on measurable results.
Conclusion
Stratagem’s collaborative and strategic approach enabled A.W.Hardy to modernise their branding and establish a strong foundation for future growth.
By addressing their immediate challenges and creating a pathway for sustained marketing efforts, A.W.Hardy is now better positioned to secure private sector opportunities and continue their legacy of excellence in construction.