Brand Message and Marketing Strategy for a Contracting Company

For the last 40 years, MARCO has been one of the leading contracting companies in Saudi Arabia. As their local markets become more competitive, with more Western companies moving into the space, it became necessary for them to rebrand their business to better attract top projects. As a part of that, they were looking for a new brand message, marketing strategy, and implementation services.

One of the biggest challenges of this project was keeping the years of tradition and culture, which was an integral part of their business, while still rebranding and modernizing their message and marketing.

A second challenge was achieving buy-in from all of the key decision makers. As a family company, it was really important to make sure everyone was on board and enthusiastic about the changes and updates. It was also important to keep them all engaged throughout the process.

Solution 

The solution to keeping all of the key stakeholders engaged was to take a normal six-week process and create a VIP week package, where we would do the entire process together over the course of five days. We started with the brand messaging, finessing a one-liner until everyone agreed that it accurately described who they help and how.

"When a successful project is imperative, there’s no room for failure. When you work with MARCO, you get more than just another contractor, you get a hands-on approach and focused attention to every detail, so you can complete your project with competence and confidence."

From there, we created a communication framework and marketing strategy that would make it easier for them to compete with others in their industry, raise awareness about what they offered, and attract top talent from around the world.

Some of the highlights from there strategy included: 🔹Brand Message and One-Liner 🔹Messaging and Communication Guide for Their Employees 🔹LinkedIn Marketing Guide 🔹Recruitment Strategy 🔹Ad Campaign Strategy 🔹Landing Page and Website Analysis 🔹Competitive Research and Analysis 🔹SEO Analysis and Recommendations

After the strategy was completed, we began implementation. This included a new website (with new content throughout-all based on the new messaging guidelines), a new marketing brochure, a new technical submittal, LinkedIn profiles for MARCO and five key employees in leadership roles, case studies, and training their new in-house marketing manager to continue implementation of their overall strategy.