SmithGroup
goal: Increase Brand Awareness and Promote Sustainable Practice
challenge: Much like in the medical field, traditional advertising in the architecture industry can be perceived as too salesy. DCA had to find ways to speak to SmithGroup’s target market to increase brand awareness and direct them to the Client’s website without sounding like a sales pitch. They needed to boost awareness of their sustainable practice studio as well as increase leads for their healthcare practice.
insight: SmithGroup’s target market is less interested in persuasive marketing and more influenced by information tools, such as news articles informing them of a company’s talent, upcoming projects, skills and big name employees.
strategy: We created an eye-catching direct-mail piece for an Open House event, coupled with an ongoing email campaign to SmithGroup Clients, vendors and prospects announcing the addition of new hires. Both direct-mail and email were designed to inform readers of the latest company news, while promoting the company’s reputation, maintaining brand recognition and directing prospects to the SmithGroup website.
results: Over 40% of email recipients opened and browsed the campaign, and SmithGroup.com saw a 20% increase in website click-throughs following the direct-mail and email campaign.
