The business challenge
Mackenzie Construction was founded in 1980, primarily to develop the civil engineering potential in Central Scotland. Their rigorous commitment to quality, safety and innovation is demonstrated through their achievement of multiple industry awards, accreditations and qualifications and as a business it is their vision and mission to be the industry’s safest, most trusted and progressive contractor of choice.
In 2017, Genoa Black was appointed by Mackenzie Construction to develop a clear, focused and refined proposition and brand for the business, reinforced by a strategic and comprehensive brand and marketing strategy to support their business growth. This strategy included the launch of their new innovative service, Smart Surface, to the market and support with the activation of their sponsorship of the Glasgow Warriors.
The marketing breakthrough
Working closely together with the Mackenzie Construction team, the new brand proposition ‘Safe in the Knowledge’ was developed as a result of Mackenzie’s core strengths of safety and experience. To support the brand proposition, we developed a new messaging framework taking into account a range of diverse stakeholders, created a refined brand identity, built and launched a new website and delivered a programme of strategic marketing activity. Further to the marketing strategy support has also included the development and implementation of a digital strategy, internal engagement strategy, sponsorship activation strategy and industry collaboration strategy.
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